Live streaming 101 – Planning a live stream

In our live streaming 101, we put together a checklist for you to work through before you start a live stream. What do you need to consider when planning a live stream? What questions need to be answered in preparation for the stream? We present the most important points here so that your live stream project can unfold its full potential and any questions have been clarified in preparation for production day.

Preparing for the live stream: The most important phase

To best prepare for the production, you should answer some questions and consider a list of factors. These include the target audience, the content, the application, and the location. We will go through this list and ask some questions that will help you prepare. Of course, if you would like support in preparing for the live stream, EVERYWOW will be happy to assist you at this stage.

So let’s start at the beginning: The target group and objective. 

Define the audience

Who do you want to reach, how, and with what? The first, most important question is who should participate in the live stream and what do you want to trigger in these people? You should be aware of your goals, whether you want to sell, inform or interact because that determines the whole format of the live stream. After that, you should ask yourself why your target group wants to participate in the live stream, and what needs will be fulfilled by watching your live stream.

The last thing to consider is how best to reach these people. There are many platforms available to you for this, from Twitch and YouTube to LinkedIn, Zoom or Vimeo, and they all reach different groups. Twitch and YouTube, for example, are geared towards one-way entertainment streaming, with gaming streams on Twitch being the most popular. Whereas Zoom and LinkedIn reach the professional business world. If needed, we can set up your stream on different platforms at the same time. 

Set goals

The objectives must be clear in advance and relate to the selected target group. It is difficult to say which decision should be made first, the objectives or your target group. If one objective fits a particular target group well, it does not necessarily mean that this applies to all target groups. 

Ask yourself the following questions to find out what goals and objectives should be set for your live stream: What do I want to achieve with the target group I have chosen? If you know this but have not defined a target group, then ask yourself: Who am I most likely to reach with the objective I have chosen? Do I want to sell a product, inform about new developments, improve my relationship with my clientele, maintain my connection with them, or increase my target group/audience?

Content: How is the goal achieved?

This is similar to the objective, but not exactly the same. The objective is the question of what you want to trigger in the audience. The question is how to achieve the goal you have set. 

What messages do you want to convey, how, and with what? Of course, you need to know beforehand what the key message of your live stream will be. Once you know what this is, ask yourself about the format. Will it be an interview, a presentation, a discussion, or a big show? There are almost endless ways you can use and fill a live stream. Additionally, you need to make sure that your participants agree with your idea and implementation (recording of image and sound, for example). 

Only when the basics have been clarified and established should you think about the presentation: What is the title of the live stream? How will you describe it? Do you need additional materials that need to be produced in advance? You should definitely pre-produce a thumbnail, a placeholder image, and a description, and decide what these will look like. What length are you aiming for? We recommend at least 60 minutes. Will you want interaction with the viewers? These questions are quite close to the next point, but still strongly connected to the content. The next point is:

Promotion: How do you ensure that people participate? 

It is best to register the live stream on the streaming platform one week before the event. This is when you create a placeholder for the event. Use the thumbnail image, the title and the description that you created beforehand. This will allow you to share the link on your social media channels, newsletter, or email distribution list. It is best to personally invite your most important customers. 

Otherwise, use your normal social media channels to promote the live stream. Here, the target group, the chosen objective, and the content become interesting. All the objectives you set for the live stream also determine the way in which you should promote it. If you want to increase your customer base with an entertaining live stream, it is best to gear the promotion towards outreach, rather than to existing customers.

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The choice of platform

The choice of platform is largely determined by the choice of target group, objective, and content. Different platforms are suitable for different content, with users hanging out on platforms based on their interests. The choice of platform can make or break the success of your event and you should therefore consider your choice very carefully.

Professional tip for a successful live stream: Set up a registration form

Many of our clients think that requiring registration from potential participants discourages them from being interested in a live stream. However, our experience shows that this is not the case at all. Registration makes people feel more attached to the live stream and increases the likelihood that they will dial in and participate. 

The location

The physical location or digital location has a big impact on your format and the way your message is conveyed. For example, a hybrid stream, where there is a physical audience and all or part of the participants are in one place, has a very different effect on viewers on the internet than a stream produced exclusively for the internet. 

No matter where you are streaming from and whether all participants and viewers are in the same place, you should test the upload and download speed. It’s advisable to have at least 10 Mbit/s, with an additional 10 Mbit/s if you have streamed guests. You should ensure the background matches your message and test the room for good acoustics.

Of course, we will be happy to advise you on the choice of location and assist you with all the preparations. 

Last words

Hopefully, this list of important things to consider in preparation for your professional live stream is helpful to you. We have tried to cover all essential points; however, unexpected challenges can always arise, and EVERYWOW is well-placed to assist you with these. 

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