If crickets are the only attendees to your brand’s live podcast, video show, or webinar, it may seem disheartening at first. However, marketing experts suggest reframing the situation and capitalizing on the potential benefits:
- Interaction with the Audience: Even one valuable interaction during a live stream can provide valuable insights or prompt immediate action, as observed by Debbie Moran from RecurPost.
- Leveraging Replays: Live content often receives additional views through replays, especially on platforms like LinkedIn, where the algorithm promotes content to users at different times. Christoph Trappe emphasizes the importance of reaching the right audience rather than focusing solely on the total number of live viewers.
- Repurposing Content: Live content can be repurposed into clips, blog posts, and social media updates, extending its reach and providing additional value to the audience, as suggested by Debbie Moran and Christoph Trappe.
- Scrutinizing Merits: Evaluating the merits of live versus recorded content is essential. Amy Higgins recommends considering the experience created through live events and the available resources for video production.
- Optimizing Strategies: Rhea Landholm’s experience with the Center for Rural Affairs demonstrates the importance of optimizing strategies based on audience preferences and organizational goals. While live events may not always yield immediate results, maximizing the content’s reach through various channels can lead to long-term engagement and viewership.
Ultimately, the key is to adopt a multi-use strategy that combines live and recorded content, engages the audience across different platforms, and maximizes the content’s value through repurposing and optimization. By doing so, brands can overcome initial challenges and build a loyal audience over time.