In the run up to this year Content | Campus Content | Campus we are getting in touch with the best content experts and creators to help you rethink your content strategy. If you want to know more about content creation and the strategy behind it, be sure to join us for this year Content | Campus on the 30th & 31st of March in Copenhagen!
Going live is more than an activity. If you use Instagram Stories, Snapchat and even live-tweets, you’re already incorporating live content into your strategy.
But going live is a mindset change for organsiations - because it involves communication across disciplines.
Get started by educating everyone from directors to interns about your live strategy, asking them to co-create where possible so they feel genuinely involved. Think about expanding your content team to include a ‘live’ staff member, or giving that responsibility to an existing team member in a formal way.
There are lots of ways to ‘Go Live’ now, but each channel is slightly different and has a different purpose. If you organise these in your content plan first, you’ll be more confident that you’re using the right channel at the right time. Perhaps you decide that you use Facebook Live for interviews, Instagram Stories and Live for events and behind-the-scenes, and Snapchat Stories for secret moments and deals.
Once you’ve decided that, you need to make sure the wider team knows so that they can alert you to anything that might work from a live perspective.
Here’s a foolproof process for getting started with going live:
While live content is heavily dependent on ‘the moment’, lots of the time that moment can be planned for. Know which moments are right for you and your destination to be involved in. Some will be on the calendar, and some will be spontaneous. But when you know what they are, it’s easier to act when they happen.
Rehearse if you can. Know how long you’ll be going for, who is where and what they need, and make sure any logistic or technical mishaps are avoided. While you don’t need to write a script, particularly not for short-form content, you may want to do some blocking, or have some signs up so some unexpected visitors don’t wander through the shot you’ve spent days preparing.
Just because your content’s created in the moment, that doesn’t mean you can’t talk about it elsewhere. Tease and promote any live activity that you know about in advance - even if only with 5 minutes warning. This will draw a bigger audience and allows you to cross-promote on different channels to reach a larger audience.
Expect the unexpected
Anything can happen when you’re live! Don’t worry if it does - it’s all part of the experimentation process. Accepting that things may not always go to plan - and ensuring company-wide acceptance of the test/learn/adapt principles will mean that every time you go live you’re contributed to a learning process to bring confidence to your live strategy.
If you’re using Facebook Live, and any form of Stories, you can package, edit, share and distribute the content on different social networks and digital channels afterwards and use it to promote different events, opportunities or aspect of life at your destination.
Going Live can seem like a scary step for destinations at first. And understandably so: it’s the most in-the-moment you can be - raw, real, and (almost) unedited. There are a lot of complications that come with that - but the potential advantages far outweigh those. It’s an authentic and exciting way to build relationships, and the engagement you’ll receive with locals and visitors alike will make it worthwhile.
If you want to learn more about Instagram stories and live marketing strategy join us for the Going Live workshop at Content | Campus.
In this workshop, we will be looking at the key differences between Snapchat, Instagram Stories and Facebook Live, and help you think about how each channel can help tell your story in a different way and what's best for your brand. This will be an interactive workshop so participants will have a quick deep dive look at the key differences in terms of approaches and audiences but then start planning out their own real-time story planning.
Want to try the new Spectacles by Snapchat🕶? Join us in Copenhagen 🇩🇰
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