I’ve been doing live video for just over six months, but I’ve done quite a bit of it.
But that doesn’t mean that I’ve mastered anything at this point.
On the contrary, I’ve just scratched the surface, I’m quite confident of that!
However, in the short period of time that I’ve been doing live video, I do know this: live video that is inconsistent, lacks transparency, and is not otherwise fun and positive and perhaps even dishonest is just going to be a big flop.
The 5 qualities I discuss below are key to starting and maintaining a live video content regimen that will attract people to your content and entice them to remain interested in your brand.
So, what are the 5 qualities?
5 Qualities People Want in Your Live Video Content
Please understand that this list of 5 qualities people want in your live video content are not exclusive – by any means.
But these 5 qualities operate as the foundation – as the bedrock – for quality broadcasting in a fashion that will assist the audience in responding favorably and in coming back for more.
Note that these 5 qualities have little to do with the content itself – rather, these 5 qualities have to do with the ‘overall’ of the broadcast, and without any emphasis on these considerations, it will be difficult to generate much of an audience, much less keep them around.
That being said, let’s get started!
Consistency in Live Video Broadcasting
For starters, your best chance at generating regular consumers of your content is to aim for some sort of consistency.
If you aren’t broadcasting on a fairly regular basis, people are going to forget about you in no time, particularly if you take a little time off from broadcasting.
It is not uncommon for aggressive entrepreneurs and marketers to broadcast some sort of content on at least on a daily basis, if not several times in a day. And people tend to respond positively to such an aggressive broadcast regimen.
But how much content is too much?
That’s really anybody’s guess, and considering how much content is too much could probably fill a book.
Additionally, determining how much content is too much, or how much is just right, will ultimately boil down to subjective considerations, such as what the content is about, who the audience is, and what they are looking for.
But consistency in broadcasting is key, because instead of forgetting about you, your audience will instead come to depend on your broadcast on a regular basis, which makes it all the more appealing to them to seek it out and schedule it into their day.
And the quality of consistency can be applied to several important facets of live broadcasting.
For instance, how often should you do a live broadcast?
Or, how long should each broadcast be?
What about the consistency of the content of the broadcast? Should the broadcast have a strict regimen to stay on topic, or will you allow it to stray into other topics and information?
There should be consistency in the calls to action.
There should be consistency in the balance between teaching your audience, giving them value, and asking for the sale.
Probably one of the best things you can do when you set out to create a live video broadcast is figure out what sort of consistency you are looking for in every aspect of your broadcast.
Start with how often you intend to broadcast. Do you intend to do a daily show? A weekly show?
Will the broadcast be an hour with a hard break, or an hour that might cut short sometimes, and go long others?
Will the broadcast talk about a particular subject only, or will it meander in and out of tangential topics?
How will you ask for the sale? And what about other calls to action, such as following a particular social media channel you like using, or reading your latest blog posts?
These are all important consistency considerations, but this list isn’t exhaustive.
For instance, I’m sure there are other consistency considerations, such as whether you’d have guests on regularly, work with a co-host, and the like.
Everything about your broadcast will have a consistency consideration, and in creating relevant, quality content that your audience can come to depend on, and hopefully look forward to, you really want to dial in some consistency in every aspect of your live video broadcast.
Transparency in Live Video Broadcasting
We all hear the word ‘transparency’ being used, but oftentimes people don’t know what it means in general, or they don’t understand the context in which it is being used.
For the purposes of this blog post, when I refer to transparency, I am talking about the combination of three things: openness, accountability, and communication.
Let’s take them one at a time.
Openness in Live Video Broadcasting
For most people reading this blog post, I feel like I’m preaching to the choir or I’m stating the obvious, when I say that your audience will want you to open up to them.
But what does that mean, ‘open up to them?’
It can mean a lot of things, and none less important than the other.
Openness can mean being direct and to the point with your audience. For instance, if you are asking for the sale, or providing a call to action, it can mean giving your audience a little bit of straight talk, instead of smoke and mirrors.
Instead of being ‘tricky’ with how you ask for the sale, or how you present the thought of them following you on another channel, you just come right out and ask them for the sale, or for the follow.
Openness could also mean being ‘real’ with your audience, and giving them ‘raw’ material to consume. But what does that mean, exactly?
Well, there may not be an exact answer, but we can try.
Perhaps you choose to give your audience some behind-the-scenes footage of your life, or your business, that they might not otherwise see if they weren’t tuned in to your broadcast.
Perhaps you share with your audience setbacks and failures, along with your successes and accomplishments.
Openness could mean being available to your audience for a little extra. What I mean by that is, if they send you an email or a private message within a social media service, you actually take the time out of your day to respond with a response that actually took a little time and effort to put together. Trust me when I tell you that the rewards for such behavior are immense.
The point is, people are going to tune in because they want something from you. Whether it be an education on a particular topic, to be entertained, to be part of a community, or for whatever reason or reasons, your ability to be open or at least somewhat open with your audience in every way imaginable will allow you to connect with other people because they can relate to you, or because you are giving them tremendous value for their time.
And when you do that, you will make friends with people, build relationships with them, and perhaps even make a sale at the end of the day. Maybe even a lot of sales.
Accountability in Live Video Broadcasting
Yet another word that can mean a number of things, right?
What I think of when I think of accountability in live video broadcasting is that, if I promise it, I deliver.
If I promise to ‘not waste people’s time,’ then I try not to do that and instead I focus on delivering valuable, quality content in as short of a period of time as possible.
If I promise to broadcast daily, I do my damndest to deliver on that promise.
If I promise to answer every email from my audience, then I do.
Make promises. People in your audience are going to love promises. Promises are things that they can depend on, even if they aren’t going to be there for everything you do.
But when you make your promises, then do everything to live up to the promise.
Also understand that your crowd will be forgiving when you can’t follow through on a promise. They know you are human, that you have a life, and that things do come up.
For instance, I promise to do a daily ‘Snapchat Tip’ on my Snapchat channel. I do indeed provide a tip for each day that passes, but from time to time I miss a day, or a number of days, so I either make it up before-hand, or after the fact.
And my audience seems to be okay with that, but it does hurt viewership when I have a busy couple of weeks and I have to miss days here or there.
In the end, make your promises, but keep them. If life changes, or your work changes, alter the promise or eliminate it as necessary.
Communication in Live Video Broadcasting
If you are thinking ‘duh,’ I don’t necessarily blame you. But there is more to communicating with your audience than just broadcasting often.
Communication is a two-way street. You want to be heard, but are you listening, too?
Your audience is going to give you feedback, whether it is feedback given expressly and directly from them, or it may be indirect, such as your viewership numbers are plummeting or skyrocketing.
Your audience wants to be heard. And if you aren’t listening, you are setting yourself up for rough times.
When your audience is communicating to you, it is important to listen and then communicate back. You need to understand what they are telling you, and adjust accordingly and give them what they are telling you they want.
Honesty in Live Video Broadcasting
Yes, we pretty much covered honesty up under the ‘transparency’ subheading.
But honesty is such an important quality that it would be an injustice for it to not have its own subheading.
Everything about what you do online and in front of the camera must be as honest as humanly possible. Because if it isn’t, you’re going to get sniffed out, real quick.
You have everything to gain by being honest with your crowd, but then you also have everything to lose if there is any hint of dishonesty or scheisterism.
Be straight with your crowd. Don’t just tell them what they want to hear – tell them the truth – even if it is something they’d rather not hear. Whether they like the truth or not is one thing, but if you are caught not being fully truthful, you’ll pay a significant price.
Referencing what we talked about above, if you need to ask for the sale, then ask. Don’t beat around the bush and bullshit along. You’ll lose interest fast, as not only will it come across as perhaps dishonest, but it will also give people the opinion that you lack faith in yourself, your service, or the product you are selling.
Direct, to the point, no bullshit, no games. Your people will appreciate it, greatly.
Having Fun in Live Video Broadcasting
If you want people to have fun watching your content and spending time with you, then you need to have fun, too.
If you are a drag, a wet blanket, a noose, or otherwise just not fun at all, then people aren’t going to have a good time with you.
Sure, they may consume your content because they want other value out of it. But if your broadcasts aren’t fun and inviting, it will be difficult to maintain your audience, even if you don’t have much competition in your niche.
But what if you do have competition in your niche, and they are broadcasting live video as well?
If you aren’t having a good time, and they aren’t having a good time, then you will lose them. It’s only a matter of time.
Maintaining Positivity in Live Video Broadcasting
Unless you have a political channel, if all you do is whine and bitch and moan and groan, then your crowd won’t be around much.
People have enough misery in their daily life to log in and listen to you have at it.
Instead, figure out the positivity in your niche and work it hard. Give people a breath of fresh air when they choose to tune in to you after their exhausting day. They are looking for an escape – give it to them.
When people reach out to you, encourage them in positive ways. Make them feel good about their efforts in what they are doing. That doesn’t mean you have to bullshit them and lie to them.
But instead of being critical to them, and instead of lying to them with all sort of positive nonsense, provide them with constructive criticisms and thoughts on how they can improve or participate within the niche better.
Being upbeat and positive in your broadcasts will be so attractive to people that they will naturally tune in for more in the future. The more you give them, the more they tune in.
In the end, your objectives in live video broadcasting should be all about being a good person, having fun, and connecting with people in a positive, constructive fashion.
Building a crowd – an audience – a network of friends – if you can do that, you will grow and prosper.
Live video can get you there. These 5 qualities are just a starting point. This is where you begin, and where you grow from.