5 guidelines for exceptional livestreaming

Video livestreaming has moved quickly from a fun fad to a full-blown marketing strategy.

It’s an inexpensive, quick, easy way for companies to produce engaging, highly personalized content. Consumers also seem to enjoy it. One study found that 80 percent of audiences would rather watch a brand’s live video than read its blog, and 82 percent prefer live video over social media posts.

Companies such as ModCloth, Dunkin’ and Buzzfeed have embraced livestreaming as a marketing tool—with great success—but many remain unsure of where to begin.

Whether you’re a newbie or just looking to perfect your streaming video strategy, here are five guidelines to keep in mind:

Get creative with content. Variety is the spice of life—and livestreaming.

Mix up your content frequently to keep your audience engaged. Tinker with different formats and forums, and don’t be afraid to try new things.

Take viewers on a behind-the-scenes tour of an event. Conduct fun interviews with an influencer, or produce a breezy how-to piece. Respond to customer questions, or host a live giveaway.

Err on the side of creativity, fun and audience engagement.