Live streaming has completely changed the game for businesses, influencers, and creators. Gone are the days of perfectly edited, over-polished videos — now, we thrive on real-time chaos.
Unlike pre-recorded content, where you can cut out the awkward silences and the "uhh... what was I saying again?" moments, live streaming delivers an unfiltered, no-take-backs experience that keeps things... interesting. Whether you're launching a product, hosting a Q&A, or giving your audience a behind-the-scenes look at your “totally organized” life, live video is the ultimate way to connect with your community.
For brands looking to level up their video presence, partnering with an experienced ecommerce video marketing agency can make a big difference — especially when it comes to crafting a strategy that aligns with your audience and business goals.
But let’s be real — going live can feel intimidating. What if no one shows up? What if you stumble on your words? What if the WiFi betrays you at the worst moment? The good news is that with the right preparation and approach, you can turn your live streams into an engaging and powerful tool for connection.
Here are some key strategies to ensure your live streaming sessions are engaging and impactful.
Plan Your Live Session, But Keep It Natural
Live content holds attention more effectively, with viewers watching live streams 10–20 times longer than on-demand videos.
Live streaming is meant to be spontaneous, but that doesn’t mean you should treat it like an impromptu open mic night. Hitting the "Go Live" button without a plan is a guaranteed way to experience the sheer panic of forgetting why you're there in the first place — cue the awkward silences, nervous laughter, and frantic scrolling through comments for something (anything!) to respond to.
To avoid turning your live stream into an accidental blooper reel, start with a rough game plan. If you're launching a product, jot down the key features you want to showcase so you don’t end up rambling about how “it just, like, works really well.” Hosting a Q&A? Have a few common questions ready, because let’s be honest — sometimes your audience needs a little push before they start firing off their own.
But here’s the deal — don’t overdo it. You're not anchoring the evening news, and no one expects a perfectly scripted performance. A little chaos is part of the charm! The best live streams feel natural, like a casual conversation with friends (friends who could be judging you in real-time, but still — friends). So, prep just enough to avoid a total train wreck, but leave room for those fun, unexpected moments that make live streaming so engaging.
Choose the Right Platform for Your Audience
Not all live streaming platforms are created equal, kind of like coffee shops. Some are perfect for deep conversations, some are great for quick, casual check-ins, and some are just loud, chaotic, and full of people doing weird dances. The key is knowing where your audience actually hangs out, so you’re not trying to impress a room full of people who couldn’t care less. Live streaming on social media works best when you match your content to the vibe of the platform and the expectations of your followers.
Let’s break it down:
- Instagram Live: This is your digital equivalent of pulling up a chair at a trendy café and chatting with friends. It’s casual, interactive, and perfect for spontaneous Q&As, product sneak peeks, or behind-the-scenes moments. If your audience loves aesthetically pleasing brunch photos and reacts with heart emojis more than words, this is the place for you.
- Facebook Live: Think of this as the community center of social media. It’s great if you want to reach everyone — your customers, their parents, your old high school teacher who somehow still follows you. If you’re a business that thrives on broad reach and engagement, this is a solid option.
- YouTube Live: This is where you go when you have something substantial to say. If you’re diving deep into a topic, hosting a webinar, or doing a product demo that requires more than a quick “Hey guys, look at this cool thing,” YouTube Live is your best bet. It’s also where people actually go looking for content, unlike other platforms, where you have to fight the algorithm for attention.
- LinkedIn Live: Ah, LinkedIn, where everyone suddenly becomes a thought leader. If you’re in the B2B space and want to host panel discussions, industry insights, or professional Q&As, this is your go-to. Just be prepared for people commenting with “Great insights!” without actually watching.
- TikTok Live: This is where things get chaotic (in the best way possible). If you’re looking to engage with a younger, hyperactive audience that thrives on quick, high-energy content, TikTok Live is your playground. Just be ready to roll with the punches — comments here move fast, attention spans are short, and if you’re not entertaining, viewers will scroll away without hesitation.
- Twitch: Think of Twitch as your go-to indie coffeehouse with comfy couches and regulars who are there for the long haul. It’s all about community and consistency. Twitch favors creators who consistently engage their audience, whether through gameplay, tutorials, interviews, or casual chats, by building authentic, lasting connections over time. If your brand has a niche, a bit of personality, and a willingness to stick around and interact for hours, this is where you’ll find your tribe.
Picking the right platform means the difference between talking to an engaged audience and shouting into the void. So, choose wisely — because nothing’s more awkward than going live on the wrong platform and realizing no one actually cares. Live streaming on social media only works when you're showing up where your audience already is and speaking their language.
Promote Your Live Stream in Advance
Going live should be exciting, but the lingering question remains — what if you're just talking to yourself? You hit that “Go Live” button, the camera is rolling, and suddenly, you’re just staring at your own reflection, wondering if you should pretend this was all just a test. Congratulations, you’ve just become the star of your very own awkward one-person show! That’s why live streaming promotion is essential — to make sure your audience actually shows up.
To avoid this social media horror story, hype up your live session like it’s the event of the century (or at least make it seem more exciting than doom-scrolling). Use every promotional tool at your disposal — drop hints on social media, send out email reminders, slap a countdown timer on your Instagram Stories, and if necessary, bribe your audience with the promise of something exciting (even if it’s just a shoutout or a sneak peek).
Platforms like Instagram and Facebook actually want you to succeed (for once), so they let you schedule live sessions in advance. This way, followers get reminders, and you don’t have to rely on them having psychic abilities to show up at the right time. Even YouTube and LinkedIn allow scheduled lives, which means you can build anticipation instead of just hoping people stumble upon it. Live streaming on social media becomes far more effective when you use these scheduling tools to create buzz and boost attendance.
Bottom line? If you don’t promote it, don’t expect a crowd. People are busy — distracted by memes, emails, and probably five other live streams — so give them a reason to tune in. If everything else fails, guilt-trip your friends and colleagues into showing up. Nothing says engaged audience like your best friend dropping fire emojis in the chat while pretending they care. Live streaming promotion isn’t optional — it’s the difference between being seen and being silently ignored.
Engage With Your Audience in Real Time
The magic of live streaming isn’t just about you talking — it’s about real-time interaction (aka the art of not feeling like you're talking to yourself). Unlike pre-recorded videos where you hope people engage, live streaming lets you actually have a conversation with your audience, because nothing says “I care” like responding in the moment instead of three days later.
To make your viewers feel like VIP guests instead of passive spectators, engage like a pro:
- Say Their Names Like You're Hosting a Game Show: When someone drops a comment, don’t just read it — call them out. “That’s a great question, Sarah!” makes Sarah feel like a star and subtly encourages others to jump in because, let’s be honest, we all like a little attention.
- Ask Questions, Then Actually Wait for Responses: Don’t just talk at your audience — make it a conversation. Throw in a “What do you guys think?” or “Have you ever tried this?” and actually pause to let responses roll in. Awkward silence? Maybe. But it beats an endless monologue that makes viewers feel like they’re just watching another infomercial.
- Highlight Great Questions Like They’re Gold: If someone asks something insightful (or even just kind of relevant), celebrate it. “Oh, that’s a fantastic question, Alex! Let’s talk about it.” Boom — instant engagement boost.
- Be Playful, Not Robotic: If someone says, “Hey from Chicago!” don’t just hit ‘like’ and move on. Throw in, “Hey Chicago! I hear the deep-dish pizza debate is still going strong — what’s the verdict?” Humor and personality keep things lively and make people want to stick around.
The goal? Transform your live stream into an energetic, two-way conversation where your audience isn’t just watching — they’re part of the excitement. Because if people wanted to just watch, they’d be bingeing Netflix, not tuning into your live session.
Software and Platform Settings: Get It Right Before You Embarrass Yourself Live
Going live is exciting — until your mic doesn’t work, your video lags, and your audience wonders if they’re watching a buffering GIF instead of a live stream. Technology is your best friend… until it isn’t. That’s why it’s crucial to check your software and platform settings before you go live, not while your viewers are watching you panic in real time.
Here’s what you need to do to avoid a live-stream disaster:
- Test Your Internet Speed (Because Buffering Is the Worst): If your Wi-Fi is slow, your stream will look like a slideshow from the early 2000s. Ensure a smooth live stream by testing your internet speed first — aim for at least 5 Mbps upload for HD quality and 10 Mbps or more for crisp 1080p streaming. If your connection is weak, plug in an ethernet cable or find a spot with stronger Wi-Fi.
- Check Your Audio & Video Settings: Imagine talking for 10 minutes only to realize no one can hear you. Do a test run! Make sure your microphone is on, your webcam is working, and your lighting doesn’t make you look like a shadowy figure from a horror movie. Good lighting can make a huge difference in how professional and inviting your live stream looks. Natural light is great, but if you’re indoors, a simple ring light can do wonders.
- Adjust Your Streaming Quality: Streaming in 4K sounds amazing — until your stream keeps freezing. Most platforms work best at 1080p or 720p to keep things smooth. Check your platform’s recommended settings and adjust accordingly.
- Know Your Platform’s Features: Each platform has unique features — Instagram Live lets you add Q&A stickers, YouTube Live offers chat moderation, and LinkedIn Live is perfect for professional streams. Explore your chosen platform’s settings so you can use all the cool tools at your disposal instead of fumbling mid-stream.
- Enable Auto-Save (Because You’ll Want That Replay): Some platforms, like Instagram Live, don’t automatically save your live session unless you manually enable it. Imagine delivering a goldmine of content only to realize it’s gone forever. Check your settings and turn on auto-save so you can repurpose your live stream later.
Keep It Authentic — Imperfections Make It Real
The real magic of live streaming? It’s raw, unfiltered, and genuinely authentic. That’s right — no fancy editing, no second takes, just you, your audience, and whatever chaos unfolds in real time. Unlike those ultra-polished, perfectly lit videos where every “um” and awkward pause gets erased, live streaming is raw, unfiltered, and real. And guess what? People love it.
So, don’t panic over minor slip-ups. Fumbled a sentence? Laugh it off like a pro. Camera angle suddenly goes rogue? Make a joke about your accidental attempt at modern art. Dog barges in demanding attention? Looks like your pet just took center stage — congrats on your new furry co-host! These little moments don’t ruin your live stream — they make it more relatable.
The truth is, audiences aren’t looking for perfection; they’re looking for connection. They want to see the person behind the brand, not a robotic presenter reading off a script. The more human you are, the more they’ll feel like they’re hanging out with a friend rather than watching another sales pitch. And that’s exactly what keeps them coming back — not just for your content, but for you.
Encourage Action Before You Sign Off
Before you wrap up your live stream, don’t just awkwardly wave and disappear into the digital void — tell your viewers what to do next! You’ve got their attention (congrats!), so now’s the perfect time to keep the momentum going.
Want them to visit your website? Sign up for an event? Stalk — uh, follow — you for future live sessions? Spell it out for them. People need a little nudge, and a strong call to action (CTA) makes sure they don’t just close the app and forget you exist.
For example, instead of mumbling, "Uh, thanks for watching… bye?" try something like:
"If you found this session helpful, hit that follow button so you don’t miss the next one! And if you want to dive even deeper, check out our latest guide at [yourwebsite.com] — it’s packed with everything we covered today and more!"
A well-placed CTA keeps viewers engaged long after you’ve gone offline, turning casual watchers into loyal followers — and maybe even customers. Because let’s be real, you didn’t just go live for the fun of it. You want results. Lead the way and make it crystal clear where they should go next — keep the journey seamless and engaging.
Save and Repurpose Your Live Stream
Here’s how to squeeze every last drop of value out of your live stream:
- Upload it to YouTube: Not everyone can tune in live, and that’s okay. Extend its reach by posting it on YouTube, allowing viewers to catch it anytime, anywhere, on their schedule.
- Chop it up for Instagram Reels & TikTok: Got a mic-drop moment or a hilarious reaction? Clip it, caption it, and turn it into short-form content. The internet loves a good highlight reel.
- Turn key insights into a blog post: Take the main points from your live session and turn them into an in-depth blog post. Bonus points if you embed the video for those who prefer to watch rather than read.
- Share highlights in an email newsletter: Not everyone scrolls social media 24/7 (shocking, I know). Summarize key takeaways and send them straight to your audience’s inbox.
46% of marketers indicated that repurposing content across different mediums and channels yielded the best engagement, leads, and conversions.
Repurposing extends your content’s shelf life, reaches new audiences, and ensures all that time and effort you put into going live doesn’t just disappear into the void. Because let’s be honest — if you went live and didn’t repurpose it, did it even happen?
Final Thoughts
Live streaming is your golden ticket to real-time connection, genuine engagement, and a community that actually sticks around. Sure, the idea of broadcasting yourself live might feel like stepping onto a stage without a script, but don’t sweat it — the magic happens when you plan ahead, keep the conversation flowing, and, most importantly, ditch the act and just be yourself. But even the best live content needs a boost — that’s where live streaming promotion comes in to ensure your audience knows when and where to show up.
Are you ready to step into the spotlight and go live? Your audience is out there — probably mid-scroll, deciding whether to watch you or yet another dancing dog video. Make it worth their time!
Author Bio
Andy Beohar is the Managing Partner at SevenAtoms, a premier San Francisco-based ecommerce marketing agency. SevenAtoms excels at helping SaaS, Tech, and Ecommerce businesses achieve exceptional growth through paid search and paid social campaigns. Andy strategizes and executes high-impact paid search marketing strategies that drive measurable results. Connect with Andy on LinkedIn or Twitter!
Comments