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Live-streaming is one of the most popular types of social media content. Many of the major social media platforms, including both Facebook and Instagram, offer live-stream features. Live-streams actually get more views than other types of content, making them an essential part of any social media strategy.



Why Do Live Streams Get So Many Views?

Live-streams are prioritized by social media platforms. If you post any other type of content, whether it’s a blog post or a video, then that content enters into the social media platform’s algorithm. Live streams, however, are given higher priority and typically show up at the top of the platform’s feed. Because of this, they typically get up to six times the views of other types of content, even videos.

Why Do Live Streams Get Better Engagement?

Live-streamed content typically has better user engagement than other types of content. Users may prefer to watch and interact with live video content rather than read or watch a pre-recorded video for a variety of reasons. Some may prefer the authenticity of a live stream. Production efforts and editing can’t make the video look better, so what they’re seeing is the real thing. Your users want to see the real you, the people behind the company, and a live stream is a great way to see exactly that.



What Impact Has COVID-19 Had on the Popularity of Live Streams?

Because of the coronavirus pandemic, events have been canceled across the country. People have stayed home or gathered only in small groups. They’ve turned to the Internet and social media to stay in touch with friends and family. They’ve also turned to social media to simulate as closely as possible the social events they would normally have in person.

Watching a live stream is closer to attending a real-life event than watching a pre-recorded video or reading a blog post. It may not be the only factor driving the increased view number and level of engagement on live streams, but it may have played a role in 2020 and into 2021 as people quarantined to slow the spread of COVID-19.

A live stream offers a more personal, intimate connection between you and your viewers. Because of COVID-19, many people may crave that intimacy in social media interactions if they’re not able to connect with people in person.

Which Social Media Platforms Support Live Streaming?

Many of the major social media platforms offer live streaming. These include:

  • Facebook
  • Twitter
  • Instagram
  • LinkedIn
  • YouTube

Facebook and Instagram are linked, so you can actually go live on both platforms at the same time.

What Should I Live Stream About?

Choosing a topic for a live stream may be the trickiest part. It’s an easy decision to add live streaming to your social media strategy. Social media platforms make the process easy by both offering intuitive live streaming and instructions for how to do it online. Deciding what to live stream about, however, is another matter.

For a live stream, it’s important to choose a topic that your audience will be interested in. A demonstration, either of a new product or service, or a new way to use an existing product or service, can bring in a large audience. Users also like to see behind the scenes, especially if it feels exclusive. What’s more important than finding the perfect topic is trying to engage with your audience and getting feedback from them in real-time. Your first live stream may not be perfect, but you can use that experience to improve for future live streaming.