SOCIAL MEDIA
Livestreaming video : Examples , strategies … success !
BY CATHERINE HEEG
IMAGINE SHOWING your current and potential clients a glimpse of what their vacation could look like — live and in the moment . Unpolished , unvarnished and real .
Imagine further that your viewers could chime in with questions so they can get the real feel of a destination or tour activity — and you could answer them on the spot . Amazing , right ?
Livestreaming video gives you the chance to satisfy this desire for your clients , and it ’ s simple . Using your phone ’ s camera — plus an external microphone if you want to capture interviews or testimonials — you ’ re ready to roll .
Success stories
Travel Oregon uses Facebook Live to showcase Oregon moments of Zen : sunsets , rushing rivers and skiing at Mt . Hood . Emily Forsha , the DMO ’ s content and community manager , told me Travel Oregon is going live and gaining huge organic reach . They also use Periscope
to livestream interviews .
After Hurricane Matthew hit the Georgia coast last October , Lauren Cleland , digital content strategist for Visit Savannah , and her team used Facebook Live to shoot four videos showing that Savannah was alive and well . They visited a variety of sites to showcase the vitality of the city despite the force of the hurricane . Armed with a selfie stick , a short tripod and an external microphone , Lauren and her crew hit the town . She offered these tips to keep audience engagement high :
1 . Reiterate your topic often , so newcomers understand the point of the live video .
2 . Introduce yourself and your location periodically , as people are joining in at random times . 3 . If you have high retention , keep going . The livestreaming video series garnered more than 100,000 views . One
Tours
Attractions video alone attracted some 83,000 viewers and was aided by a small ad budget .
Facebook has a 1.5 hour limit on live streaming broadcasts , but the longer you go live the higher your viewership will be . Visit Savannah proved this point with a 90-minute view of the city ’ s St . Patrick ’ s Day parade . It earned more than 40,000 views .
Travel Alberta also has had success using Facebook Live . Susan Darch , director of global media and content for Travel Alberta , uses social media influencers to help reach a wider audience when she livestreams the Calgary Stampede .
Don ’ t have a stampede , weather event or ski slope to showcase ? An inside look at your organization can draw viewers . Leaders of the Student Youth Travel Association have used Facebook Live to livestream the beginning of their board meeting . Providing viewers with a quick intro and meeting overview , they attracted more than 1,200 views . Impressive !
Strategies for livestreaming video
Before
• Market your broadcast .
• Invite group leaders and prospective travelers .
• Check lighting and camera positioning .
• Create an attention-grabbing headline or title . While you ’ re live
Site
Stream it live !
Events and festivals inspections
Travel
Exchange
Meetings
• State the questions you see popping up on the screen and answer them .
• Smile and add fun ( if appropriate ).
• Try using a tripod to stabilize . It will still be a bit shaky .
• Use an external microphone for better sound quality .
• If interviewing someone , use a directional microphone .
Afterwards
• Edit to add title , tags , captions , etc .
• Save your broadcast to your webpage .
• Share the replay on other social sites .
While Facebook is the biggest player due to their built-in audience , Periscope , Instagram , Snapchat and Twitter also offer livestreaming video . ( Compare the options here : bit . ly / 2lqNJXT .) Keep in mind that you can go live in a Facebook Group if you ’ d like to limit your audience .
Go live
Still not sure how you could use livestreaming video in your own marketing ? Consider these ideas :
• Livestream from a trade show , giving viewers a chance to chime in with questions for other attendees .
• Livestream from a site inspection ; invite your pied pipers to join and ask questions .
• Provide a day-on-the-road snapshot via livestream .
• Showcase events and festivals .
• Go live on a city tour or at a new attraction .
With the technology in your back pocket and your creativity on fire , livestreaming video generates organic reach and gives you the opportunity to inspire travelers and followers .
Let the camera roll ! What will you show in your next livestreaming broadcast ?
Catherine Heeg , international speaker and trainer , focuses on social media marketing strategies for the tourism and hospitality industry . An NTA presenter since 2009 , she understands members and their businesses . Connect with her socially and at cmsspeaking . com .
12 April / May 2017