Live video was never my focus until about a year ago when I was asked to do an event video for a non-profit fundraiser. One of the sponsors was Facebook, so they wanted to broadcast it on their new (at the time) live streaming platform. I was fortunate to have a talented crew that could work with such an unconventional production, and the show went great. In fact, it garnered attention as the biggest production for a Facebook Live video at the time. From that project I started doing live stream productions for Netflix, IFC, PopSugar, and more. Through all of these I’ve learned a lot about what makes for a successful social media live stream video and what can go wrong. When done right, social video live streams can be the most impactful and cost effective form of video messaging. Nothing else comes close.

Here are the most important do’s and don’ts:

THINK SOCIAL

Turn passive viewers into active audiences.

The most important thing to focus on in any live stream video on social media is the “social” part of the media. This is what makes it unique and what makes it the most impactful and cost effective form of video messaging. Not taking this into consideration is the most common, and most detrimental, mistake I’ve seen people make.

Social media users like to be part of the conversation. They want to be valued, have their voice heard, and be in on the experience. When done right, a video can create conversations, inspire action, and create loyalty and investment in your message and brand. For many of us in the broadcast and filmmaking industry we’re often baffled by the popularity of “YouTubers” and “Influencers” who have millions of followers. What is it that people like so much about their videos? It’s the sense of having a bond with them. These YouTubers speak directly to their audiences, respond to their comments, and treat them like friends, not just a faceless audience. They don’t speak “at” them, they speak “to” them.

Simple ways to do this is to take questions from viewers. Have them post questions in the comments and answer those questions on camera. If someone leaves a positive comment address it and thank them.

Be creative. I’ve done audience polling, trivia, truth or dare, gift giveaways, and more. The more ways you can involve the viewers in the conversation the more invested and engaged they will be.

BE PREPARED

You can’t “fix it in post” with a live stream.

Once you’re live, anything can happen and you must be prepared. I found this out the hard way. From faulty wifi to inexperienced talent, there are any number of things that can go wrong. All the time you would normally budget in for post-production on a traditional project should be budgeted in to pre-production on a live stream.

Do full rehearsals. If you cannot do a rehearsal with the talent, do one with a stand-in, and do it days before so you have time to work out any kinks.

Make sure you have a dedicated hardline connection that can handle the data transfers you need for a reliable stream. There is nothing worse than “going live” and dropping your connection in the middle of a broadcast.

FOCUS ON PRODUCTION VALUE

It’s about the substance, not the spectacle.

We all like to create great videos that look amazing but that doesn’t automatically translate to effective live productions. Some of the most effective ones I’ve ever done were the most simple ones. It’s all about the personalities on camera and how engaging the content is. Only have one camera, one light, and a room microphone? That’s all the most successful YouTubers use and they have millions of diehard followers. Yet, I’ve had projects that wanted drones, explosions, and celebrities that only got a few thousand views because the content wasn’t geared toward engagement.

If audiences want spectacle, they have Marvel and Fast & the Furious. They have music videos. They have every other format out there. With live streaming they want to be part of the conversation. Give them a reason to be invested. It’s not about showing them, it’s about inviting them into your world. Make them a part of the story. Anything else is merely decorative.

HAVE A STRATEGY

Just because you live stream doesn’t mean people will watch.

Do you already have a large following? Hype up your live stream ahead of time. Let them know when it will be and what to expect. Ask them what they want to see. Get them excited for it and let them know they will have the chance to have their voices heard.

Do you not have a large following? Going live won’t change that. Think of it like high school; if you aren’t the popular kid, make friends with the popular kid. Invite someone with a following on your live stream and make sure they share it with their followers. Or, even go live from their page and invite their followers to start following you. Again, this is “social video”, be social!

And, it’s not over once you wrap the shoot. Pull clips from the “best moments” and post those short clips all over your social media. Thank the people who tuned in. Go through the comments and reply to anyone who you didn’t get a chance to reply to on camera. The more you validate your audience, the more they will value you.

DO IT OFTEN

Go live as much as you can.

The more you do it, the better you will get, the larger audience you will build, and the more impact your videos will have. And, spice it up, try new things, bring on special guests, change locations, try new engagement techniques.

This is social media, and the vast amount of content out there means you need to always be creating new videos to stay on people’s minds. Too often people will do one or two live streams, not see immediate results and go back to their old ways. Again, think of this like high school; if you only socialize once or twice you won’t become the popular kid. You have to always put yourself out there and always be finding ways to invite people into your stories.