Ronn Torossian a public relations executive says these days practically every platform offers a live streaming option to its users, which means companies can easily leverage live video as part of their promotional strategies. A great advantage of live video is that it's able to break through much of the noise in a market, and generates immediate feedback. There's no longer a need for companies to plan content, create, publish, distribute it, and then to wait for the reactions to it from the target audience. With live video, the reaction is instant, and companies also benefit from live video because it allows for live, real-life conversations with consumers. It gives the type of interaction that helps businesses get to know their target audience at a much faster pace, and in much greater detail. After a while, instead of solely communicating with the business, the audience members will start communicating with each other, which means the company has successfully managed to build its own community.  

Video Content Ideas 

A big advantage of live streaming for businesses is that they don't need to create a completely different content strategy for live video. Practically everything a company shares on social media- from conversations with consumers to Q&A sessions- can be delivered in the form of a live video. There's also no need for companies to worry about coming up with different content ideas for live video, as they just have to look at the content they're already creating, and deliver that in live video format. 

Company Spokespeople 

Anyone inside a company that can help that business form a stronger and more trusting relationship with its customers is a great candidate for its live video content creator. Most commonly, companies tend to use employees who already have public-facing roles, such as the office manager or a customer service representative. Businesses can also show behind-the-scenes content in a live video format, to show the people who are actually working inside the company. When consumers are able to create relationships with the company through all the different people they meet, they're able to develop a deeper relationship with the company itself. As long as the company's spokesperson is a natural public speaker who doesn't shy away from the spotlight, it's going to be easy for them to succeed in creating good live video content. 

Engagement

One of the most important things that companies need to remember when utilizing live video content is to let the audience know how they can show their support during a live stream. That means waiting for viewers to share their answers in the chatbox after asking a question, or rewarding any engagement the company receives. An effective strategy for fostering engagement is reading out comments a business is receiving or showing those comments on the screen. This makes the people who have commented more likely to continue engaging with the live stream, while everyone else is also going to be inspired to share their thoughts and comments too, in the hopes of being rewarded for their engagement with the business in real-time. 

Ronn Torossian is a NYC based entrepreneur.