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Live Video Trends and Best Practices for Businesses in 2022

Live Video Trends and Best Practices for Businesses in 2022

Live video has taken the world by storm in recent years, and it doesn’t seem to ease up anytime soon.

We asked highly reputable live video experts to share their thoughts and predictions on the state of live streaming in 2022. Read on to find out what they said!

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1. Key Trends in Live Streaming for Businesses in 2022

Jessika Phillips

Founder of Now Marketing Group

 

What’s to come in 2022 with video as we dive headfirst into the new world of online communities AKA: the Metaverse – the third wave of the web? The metaverse isn’t a new play on Facebook’s name, although we all know there was some inspiration there.

We are entering into the evolution of how interactions are happening online and seeing firsthand how those interactions are changing the dynamic between creators and their communities. We’re also seeing the power of who decides the value of content.  

I see the metaverse as a co-creation – the immersive evolution of the web today shared between creators and their communities. 

Video is a powerful tool that can help build a relationship with your customers, community and prospects a lot faster! It has seemed that each year has been “the year of video” and there’s no doubt that is not slowing down.

I believe that in 2022, brands will see a rise of “Unfiltered conversations” in that the veil between brands and customers will be thinner, and brands will lean into providing access and insight into what is at the brand’s core.

Luria Petrucci

Founder of Live Streaming Pros

 

Up until this point, most businesses have treated live video as a magic tool. It is definitely powerful, no doubt! But in 2022, you’ll see the power come from using live streams strategically, and the businesses who do will be the winners!

Justin Brown

Online Video Expert and Founder of Primal Video

 

It’s only going to get easier and easier for people to go live. All the major social media platforms provide users with the ability to live stream. So given this increased ease of use, we’re going to see so many more businesses jump on the bandwagon in 2022 as well. 

And for good reason – live streaming is the easiest way for businesses to build those deeper relationships at scale. It allows them to help and serve an audience of potential customers, clients and students all at once. 

Live streaming is the easiest way for businesses to build those deeper relationships at scale. It allows them to help and serve an audience of potential customers, clients and students all at once. 

Live streaming platforms are now integrating different ways to monetize as well. Think television shopping networks, but live and online. This means businesses are now able to sell directly from live streams, making it another potential option for direct revenue generation too. 

As more and more platforms offer these capabilities, monetized live streams are going to become easier to set up and run while also creating a great experience for viewers. 

Veronica Jeans

Shopify Queen at Veronica Jeans

 

Several main trends are emerging. First, live streaming will increasingly be embedded into business apps, websites, and social media sites. Second, virtual reality will become a standard feature for live streaming viewers.

And last, it’s a simple matter of logic and familiarity to predict that live streaming will be an increasingly popular method of shopping in 2022. Today, almost everyone has a social media account. With the ascent of Instagram, Snapchat, and YouTube, people are becoming more accustomed to short videos of their favorite product or service.

Ian Anderson Gray

Founder of Confident Live

 

Live streaming has been around for a long time, but I think we’ll see growth on platforms such as YouTube Live, Amazon Live, and Instagram Live as well as Twitch. I hope that Facebook is going to pour a bit of love into Facebook Live with declining reach on pages. But we’ll see big growth with live video in Facebook groups. It’s too early to predict what will happen with LinkedIn Live, but it is exciting to see LinkedIn innovating and becoming a more engaging platform.

I know Mark Zuckerberg is setting his sights on the Metaverse, but I think 2022 is too early for this to become mainstream. However, marketers and early adopters are going to be playing with 360 live videos (which actually has been around for a while) and VR/AR live experiences. It will be important for businesses to get their foot in the door.

Marketers and early adopters are going to be playing with 360 live videos (which actually has been around for a while) and VR/AR live experiences. It will be important for businesses to get their foot in the door.

Live shopping is going to be the big thing in 2022. I see Amazon Live really growing, and live shopping on YouTube and Facebook becoming a big thing. Companies who invest in their live shopping experience now will be very smart.

PJ Taei

Founder and CEO of Uscreen.tv

 

More live streaming! There is no doubt the pandemic has gotten us to spend more time online, but what really changed for me personally is during the pandemic I started to notice I am spending more time on live streaming events, and actually engaging with them. 

Once you begin to join a few, you begin to really enjoy the community & engagement aspect it brings, so I feel this is just the beginning and we will continue to engage and produce more live streams than ever before.

Brian Sсhulman

Founder and CEO of Voice Your Vibe

 

In 2022, people will create more relatable, heart-centered, engaging, and compelling content for wider targeted audiences. 

The days of showing up one way and acting another are gone. Authenticity is no longer optional, or a choice to wear as a ‘mask’. It will define the success or failure of your business. Companies will be held more accountable by their consumers, as it is easier to find out, and consumers are and will be savvier. A continued social consciousness shift will take place. 

In 2022, people will create more relatable, heart-centered, engaging, and compelling content for wider targeted audiences. 

Because so many businesses were forced to ‘adapt or die’ and consequently are now operating online, in the virtual space, consumers have more choices of whom to give their business to.

Humans do business with humans. We have spent the last 18 months digitally in each other’s homes.  It is no longer ‘business is business’ and ‘personal is personal’. Having a few pictures of family and your beloved dog scattered around your office ‘for effect’ is no longer the personal touch consumers are craving and demanding.

Getting real, relatable, and being human are going to be key.

Mike Gingerich

Founder of Add Value Business

 

In 2022 there are going to be more and more businesses starting some aspect of live streaming. 

Due to this, businesses need to really decide on their unique style/angle/niche and continue forward in it.  There is space for more players without it being a negative, the key is to be your unique self, your unique brand, and seek to attract those that are like-minded to you.  

Tim Sohn

Founder of Sohn Social Media Solutions

 

2022 is going to be all about building relationships when it comes to live streaming.

Brands and marketers should:

1) Stop worrying so much about the fancy tech and invest more in developing livestream shows, virtual and hybrid events that make an impact, that building relationships and community.

The focus should be on finding out what your viewers want and bringing in guests that can speak on those topics. Also, bring some of your viewers on live with you – this is how you will make the most impact on people’s lives – on screen – together.

2) When livestream shows are over, reach out to every single person who Comments in the direct messages saying thank you and starting a conversation. It’s all about RELATIONSHIPS.

Rob Balasabas

Head of Partnerships at Uscreen.tv

 

If the pandemic has taught businesses anything, it’s that they can accomplish a lot from the comforts of their home using videos and live streaming videos.

Businesses will continue to leverage livestreams for their conferences and virtual summits. I’m excited to get back into in-person conferences myself, but I expect conference organizers to include some form of virtual livestream option to complement their in-person events.

This opens up opportunities for creators to be “virtual hosts” for these events!

2. Experts’ #1 Tip on Increasing the Effectiveness of Live Streams

Mari Smith

Premier Facebook Marketing Expert

 

My top tip for increasing the effectiveness of live streams – particularly on Facebook – is to deploy what I call my ‘Amplify Process.’

Here is a simplified version: 

Step #1: Schedule your Facebook Live Event using the New Live Producer Design.

This way, it’s not just a post on your Page wall stating you plan to go live. Rather, it’s a full-on Facebook Event that you can promote and gather proper RSVPs. And, Facebook will send on-platform notifications and reminders to your attendees. You can choose to make the Live Event free or paid, using Facebook’s ‘POE’ feature – Paid Online Event – which is baked into the Events tool. 

Step #2: Next, promote your Live Event using both organic and paid methods. Share the Event everywhere across other social channels, send out to your email subscribers, etc. And, run a paid Engagement campaign as well to drive RSVPs.

Step #3: Broadcast your Live, do a fabulous job, add plenty of value, and be sure to sprinkle your stream with plenty of CTAs (calls-to-action) to take you up on whatever special offer you have.

Step #4: Once the event is over, now you can continue the organic and paid promotions to catch the replay. Your goal is to drive video views, but also clicks to your offer.

And, there are more advanced steps to my Amplify Process to really maximize performance that include gathering Video Views Custom Audiences, retargeting, and expanding with Lookalike Audiences.

Also, one more nifty tip for you – people are always asking me how to target members of their Facebook group. All you do is make sure the group is linked to your Page and post or stream videos into the group as the Page. Then, go into Ads Manager and you can now create Video Views Custom Audiences based on people who viewed the video(s) inside your group!

Rob Balasabas

Head of Partnerships at Uscreen.tv

 

Always keep the value that you’re delivering in mind. With the explosion of the Creator economy, and more and more creators being born online everyday, viewers have plenty of videos and livestreams to choose from. By keeping the value that the viewer will get top of mind, you’ll be more likely to attract new viewers and create long-term loyal followers for your livestreams.

Luria Petrucci

Founder of Live Streaming Pros

 

There are 2 important questions to ask yourself:

1) What’s the purpose of this stream? Is it to provide education or to connect with / build community?

2) What do I want this stream to do AFTER the live is over and it’s now just a video? Do I want it to live on in its entirety or do I want to cut it up for replay value?

Every live stream for us has a purpose, and I structure the content to meet that goal. For example, one type of live stream is educational content. I deliver an amazing experience for the live stream viewers that allow them to enjoy the conversation of live, and I ALSO chop it up so that it’s compact and super valuable as a replay. Doing this and a few other things, we were able to increase our Retention Rates by 1300% in 2021. 

Think ahead, plan, and deliver both a great live and a great replay experience! Give the viewer what they want when they want it. And you’ll see better results!

Justin Brown

Online Video Expert and Founder of Primal Video

 

The best, most effective livestreams are ones that have a plan or structure in place. This ensures the live stream has a focus. It makes it easier for the presenters to stay on track and guarantees that nothing important will be missed or forgotten.

A structured live stream also gives the viewer a better experience – it increases the likelihood of them staying engaged and decreases the likelihood of them leaving the stream.

In terms of a live stream plan, this could be as simple as listing a few bullet points with the key areas you want to cover. Or it could be much more comprehensive, consisting of a complete word-for-word script that is read using a teleprompter. You might find that somewhere in the middle is what works for you.

Xay Li Barclay

Certified Thinkific Expert and Video Marketing Coach

 

Poll your audience so that they can be a part of the process. Ask your audience what topic they’d like to discuss and what times are better for them. Get them involved in the process of the live stream. The other thing would also be to promote your date and time. I would even recommend sticking to a specific time as well.

Tim Sohn

Founder of Sohn Social Media Solutions

 

The #1 way to increase the effectiveness of livestreams is to make sure that you are going live consistently – this is the only way to build a loyal audience who will keep coming back week after week or day after day or month after month.

For example, I have been co-hosting The Tim & Jim Show for more than 3 years now, and we have many viewers who join us every week from around the world because we keep showing up on a consistent schedule.

Ian Anderson Gray

Founder of Confident Live

 

Don’t just focus on the live element of your live videos – optimize your broadcasts for the replay and for repurposing. Live videos are an amazing way to grow your audience and build community, but they are also a fantastic way to create lots of high-quality and engaging content.

Don’t just focus on the live element of your live videos – optimize your broadcasts for the replay and for repurposing.

Turn your live shows into powerful repurposing content machines. That could include repurposing your show into blog posts, podcasts, as well as social media and video snippets.

Each of the episodes of my Confident Live Marketing Show is repurposed into podcasts and blog posts, which allows me to create consistently high-quality content for different audiences. Some people love watching live shows, others prefer watching pre-recorded videos on YouTube and others prefer listening to podcasts while they are walking the dog or driving.

And if you are a recovering perfectionist like me, this is the perfect way to create content. That’s because your live video will never be perfect, and that’s the point! People love authentic and human-focused content. Live video is the perfect antidote to recovering perfectionists because they’re not perfect.

Make sure you structure your live show with the replay and repurposing in mind.

My 5 Ps Live Process will help here:

  • Plan
  • Pre-Promote,
  • Produce
  • Post-Promote
  • Repurpose

Jessika Phillips

Founder of Now Marketing Group

 

Everything we do should revolve around showing how our brand aligns with our core values and messaging so that we can build and enhance the exceptional experiences of our customers. It’s not a funnel, but rather a flywheel approach to marketing and maintaining our brand relationships.

3. Experts’ Advice for Live Streaming Newcomers

Gareth Lloyd-Jones

Head of Business Development at Activ8

 

Firstly, do more or if you haven’t started yet, get started now! Don’t overthink the first few live shows, authenticity is key. Don’t be afraid to reach out to those with experience for help and guidance, research trends and immerse yourself in the culture to place yourself/your brand at the forefront of cultural trends.

Justin Brown

Online Video Expert and Founder of Primal Video

 

It’s common for most people (and companies) to not have many people join their live streams when they’re first starting out. This can be not only disappointing and disheartening but also nerve-wracking.

If your goal was to go live so you could hang out and answer questions, or talk about your products/services and there’s no one watching or interacting – it’s tough. But you need to push through. Just keep talking and presenting.

This is where having that plan or structure in place before going live can help you prepare for the worst. Make sure you have some backup questions or talking points ready to go so that you don’t need to rely on live viewers.

Then you’ll still have something of value for people to watch on the replay. If people watching the replay find value in your content, it will encourage them to make it onto one of your live streams and interact with you in the future.

And remember – you don’t need to be direct selling in your live streams to bump up your product sales. Focussing on solving people’s problems (by use of products or services) will lead the right people to make the purchase to get that outcome.

Megan Powers

Founder of Powers of Marketing

 

Video continues to be a crucial element in creating content, and doing so live (when done well) makes it interesting and interactive!

Like anything else, it depends on what an individual or business is trying to accomplish, but I do believe it’s especially interesting within the meetings and events industry.

We thrive on LIVE.

Why not supplement online and in-person events with a live show where you can bring in the comments and perhaps even invite viewers onto the stream (before and/or after the in-person experiences)? For those who might have just started using livestreaming, it’s a fabulous supplement to bring thought leadership forward in a different dimension.

For those who might have just started using livestreaming, it’s a fabulous supplement to bring thought leadership forward in a different dimension.

My biggest piece of advice is to have a plan for the show. If it’s an interview show, be prepared with questions and also be ready to be flexible. Sometimes things take a different direction based on the guest’s answer, so be prepared to shift the conversation.

Veronica Jeans

Shopify Queen at Veronica Jeans

 

If you want to represent a first-class company, you need to know how to stand out from the crowd, and live videos will most definitely help you do just that.

However, there are many concerns you should take into account before starting live streaming. It’s always a good idea to get enough data on this technique first. And then, monitor the results and make sure your ROI doesn’t go down while you wait for the stream to show off.

Take your time and see what’s working best in the industry or even with your competitors to make sure the live video marketing attracts more customers in time.

Rob Balasabas

Head of Partnerships at Uscreen.tv

 

Keep going! Don’t give up just because you’re not experiencing success right from the jump.

Pay attention to your format and analytics, to make sure that you’re providing a good experience for your audience.

And don’t just be an infomercial, think about ways you can make your live streams entertaining and engaging so that you also build a solid online community around your brand.

Ian Anderson Gray

Founder of Confident Live

 

Don’t expect immediate results. Patience and consistency are vital, and you need to be willing to try new things and make mistakes along the way.

But those efforts will pay off.  Make your live shows stand out, make them entertaining, make them full of value. But don’t try and make them perfect. I love this quote from the marketer, Philip Kotler. Commit this to your live strategy:

Marketers need to adapt to this new reality and create brands that behave like humans – approachable and likeable but also vulnerable. Brands should become less intimidating. They should become authentic and honest, admit their flaws, and stop trying to seem perfect.

Jim Fuhs

President at Fuhsion Marketing

 

Look on the platforms where live selling is occurring. Look for influencers that match your brand ethos and goals and look to work with them. Make sure they align as brand ambassadors and champions or you will be wasting time and money on people are looking to make money as opposed to truly being aligned with your company. 

It needs to be a win-win relationship.

Brian Schulman

Founder and CEO of Voice Your Vibe

 

Maya Angelou said it best, “people may forget what you say but they will never forget how you made them feel.”

If you’re already using live streaming for marketing/sales, it really comes down to making sure your live streams are heart- and human-centered and remain relatable.

Moreover, if your company is just starting to use live streams for marketing/sales, the same holds true.

Regardless of where you are in the process of using live streaming, develop content that focuses on ‘human first’. People do business with people they like, know and trust. Before the job, the role, the title, the company, we are all humans with a heartbeat. Your vibe attracts your tribe. Voice Your Vibe.

Regardless of where you are in the process of using live streaming, develop content that focuses on ‘human first’.

The success or failure of your marketing and sales is less about being flashy and more about it being accessible, relatable, and evoking an emotional response from your target audience. Simply put, CARE.

Tim Sohn

Founder of Sohn Social Media Solutions

 

Show up as human beings first. People connect with people.

In June, I started my journey of living with leukemia for 15 years. Cancer touches many, many people’s lives, and because of sharing my story on live shows, I have connected with other survivors, I am now more relatable. I have connected survivors with other survivors and created a new weekly livestream show called “Showing Up: Perspectives On Cancer” – A safe space where cancer survivors and cancer supporters come together to share their stories and connect, as well as find resources that provide healing, hope, and resilience.

And yes, since then, I have seen an increase in business as well, because people see me in a different perspective now.

Jessika Phillips

Founder of Now Marketing Group

 

Everything we do should revolve around showing how our brand aligns with our core values and messaging so that we can build and enhance the exceptional experiences of our customers. It’s not a funnel, but rather a flywheel approach to marketing and maintaining our brand relationships.

The overall focus for 2022 will be to build relationships in order to turn followers into our biggest fans, our clients into our biggest advocates, our team members into our biggest evangelists, and our community members into collaborators. The name of the game will be showing up in order to truly relate to our customers on a personal level. This will be how we create organic marketing momentum that attracts, retains, and truly secures the brand. 

Xay Li Barclay

Certified Thinkific Expert and Video Marketing Coach

 

Be consistent with showing up live. Focus on creating a deeper connection with your audience. Be sure to educate and entertain while you are live.

4. How Live Streams Will Affect E-Commerce in 2022

Brian Sсhulman

Founder and CEO of Voice Your Vibe

 

Remember going to the mall? When’s the last time you physically entered the mall? 

Ecommerce will be driven by live streaming in 2022. Between shopping online and the pandemic, online purchasing has become the “King” of the commerce castle. 

eCommerce livestreaming is forecasted to generate $25B in sales in the US by 2023, according to Coresight Research. 

Several tech companies are getting into the livestream shopping trend in the US, hoping to get a piece of the action. If you’ve recently been on YouTube, Amazon, Instagram, and Facebook you’ve probably noticed that each now boasts a live shopping feature.

In December of 2020, Walmart started testing live selling on TikTok. And venture capital-backed startups like Moda Operandi, Popshop Live, Moda Operandi and NTWRK jumped into the arena as well. This is not a whim driven by a global pandemic. This is a deep-rooted evolution that is here to stay.

Veronica Jeans

Shopify Queen at Veronica Jeans

 

Video streaming is shaping and evolving eCommerce globally. It will continue to be an essential and valuable part of eCommerce design in 2022, uniting the shopping experience across multiple aspects and providing a more personal touch with each purchase.

Instagram, Facebook, and Pinterest are all running their shopping live-streams with creators as they try to maximize their respective commerce potential.

YouTube is also emerging with a series of upcoming shopping live-streams for the holidays that will enable viewers to interact with influencers and celebrities in real-time while facilitating direct shopping in-app.

Mike Gingerich

Founder of Add Value Business

 

I think the biggest key to e-commerce in 2022 is “e-commerce”, by this I mean EXPERIENTIAL E-commerce.

Brands must find ways to engage the buyer in an experience.  From a livestreaming standpoint, this means audience interaction. It means planning ahead for how you want to engage the audience and provide an experience for viewers that draws them in and draws the audience in deeper.  

E-ecommerce is the future of shopping online so businesses must begin to experiment and implement new ways for the audience to EXPERIENCE your brand in as they shop!

Dan Knowlton

Co-Founder and CMO at Knowlton

 

Live streams & e-commerce are a match made in heaven.

Think QVC (a traditional live TV sales channel) on steroids. In October this year, China’s ‘Lipstick Brother’ Livestreamer sold a record $2 Billion of Goods in One Day. That’s Billion with a ‘B’. 

Noticed an uplift of TikTok e-commerce livestreams in your TikTok feed already? If not you’ll be sure to notice them now. In 2022 we’ll see livestream commerce blow up. 

Rob Balasabas

Head of Partnerships at Uscreen.tv

 

More consumers will be purchasing directly from livestreams. Amazon Live is always proving this to be true.

This is also already happening in a very big way in Asia, and I expect that trend to be adopted by consumers out West. Consumers will be purchasing and make buying decisions while watching their favorite creators and brands on livestreams.

Jim Fuhs

President at Fuhsion Marketing

 

Livestreams will continue to create more opportunities for sales. The rise of livestreaming sales in Asia is starting to become a big driver in sales in North America. People have become comfortable with making purchasing decisions based on live video demonstrations.

Gareth Lloyd-Jones

Head of Business Development at Activ8

 

Live streaming and new initiatives like TikTok shop will be game-changers for brands looking to engage with new customer bases and routes to market.

A more agile, fun, informative, and entertaining shopping experience than what we are used to, and when done right, can be highly lucrative.

Ian Anderson Gray

Founder of Confident Live

 

Live video shopping has been around for a while. Amazon Live launched in 2019 and has been slowly growing in popularity. And recently YouTube jumped on the bandwagon with its Live Shopping experience.

2022 is going to be a big year for live shopping, with Netflix, Amazon Prime and other media giants opening their arms to live shopping experiences.

If you’re watching a show on Netflix and you love the look of a dress one of the actors is wearing, or spot a cool laptop or some cool gadget, you’ll soon be able to hit pause and click on the item and buy it. It’s not quite the metaverse, but we’re getting very close.

PJ Taei

Founder and CEO of Uscreen.tv

 

Live shopping is here and it will only grow, we are just at the tip of the iceberg with what is to come with live streaming and e-commerce.

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