Live streaming is a powerful way to connect with your audience, showcase your expertise, and grow your brand. But how do you prepare and promote your live streaming interviews and podcasts to make the most of this opportunity? In this article, you'll learn six practical tips to help you plan, produce, and publicize your live streaming content.
The first step is to decide where you want to stream your interviews and podcasts. There are many options available, such as Facebook Live, YouTube Live, Instagram Live, LinkedIn Live, Twitch, or Zoom. Each platform has its own features, benefits, and limitations, so you need to consider your goals, audience, budget, and technical requirements. For example, some platforms allow you to stream directly from your phone, while others require a computer and software. Some platforms have built-in tools for engagement, analytics, and monetization, while others require third-party integrations. Do your research and choose the platform that suits your needs and preferences.
I use Streamyard to multistream to LinkedIn, Facebook, Twitter and YouTube. It's easy to use and gives you a green room to welcome and talk with your guest should you have them. The tool allows for a lot of customization and personal branding, should you want to. I use the audio that is generated from my livestream to create weekly podcasts. The process is easy. I highly recommend using a multistreaming tool.
In my experience, after having a podcast for five years I've learned that live-streaming can be a great way to built an audience. Back in 2017 I did my first 100+ interviews Live on Facebook and it was a great way to build a community. Now, I use platforms such as Riverside.fm to stream across multiple platforms (when I do).
To go live on LinkedIn you will need to request access to the feature via a Company Page or personal profile. A personal profile needs to be in 'Creator mode' and there are additional requirements - the criteria can be found here: https://www.dhirubhai.net/help/linkedin/answer/a568503 Also, for LinkedIn Live, you need to use a third-party tool. I use StreamYard.
Pro tip: I have found that YouTube live is amazing but it can be more difficult than expected to simply pull out the audio to do podcasts. So decide if you need video up front.
It's best to pick one streaming platform, and do a great job there, before stretching yourself toward other networks. To pick your first network, consider your audience. Older individuals will want to consider LinkedIn Live. Those targeting millennials will want to look at Instagram. Lastly, Gen Z, or those looking for bring in a Gen Alpha audience, will want to focus on Twitch. Once you have an engaged audience and community on one platform, you can then try adding on additional platforms for further engagement.
To plan your content strategy, you need to have a clear idea of what you want to talk about, who you want to interview, and how you want to structure your show. Additionally, you should define your target audience, value proposition, and call to action. To help you plan your content, consider the main topic or theme of your show, the ideal guests for it, the main questions or points to cover in each episode, the length and frequency of streaming episodes, the benefits and outcomes for your audience, and how to encourage them after watching your show.
In my experience, having a plan for your content is great but it's not a "must have" in the process. After interviewing Larry King back in 2019, his famous quote stuck with me which was, "I've never learned anything while I was talking." This quote speaks to the importance of embracing listening while in conversation instead of overthinking. This simple ideology has led me to conducting over 300+ podcast interviews with zero questions written down. I go into each conversation with an open mind filled with curiosity.
Plan your content - sort of - but more importantly, know your audience. If you know WHOM you are talking to, then asking the right questions of your guest becomes second nature. Always, always keep your ideal target audience in mind as you plan and create content.
Alternatively consider a non-planned podcast. I have done over 700 episodes of unplanned audio podcasts/ video podcasts and have no end in sight.
Planning content is something that podcasts with the best guests always do. While it can certainly take time to do all this preparatory work, it'll make the actual podcast recording easier. It's most important to write down everything so that you create processes that make the next podcast even easier to do.
I will extensively research a guest and ask ahead of time what message they want to get across. Once the session starts, it's all about being present, and as the conversation unfolds, identifying key areas where you imagine the viewer would appreciate you diving deeper and then asking a probing question to go there.
The third step is to prepare your equipment and set up your studio. You need to make sure you have a reliable internet connection, a good camera, a microphone, headphones, and lighting. You also need to test your sound and video quality, adjust your settings, and troubleshoot any issues. You may also need additional equipment or software depending on your platform and format, such as a mixer, a switcher, a capture card, or a streaming software. You also need to choose a suitable location for your studio, preferably a quiet, well-lit, and clutter-free space. You may also want to add some branding elements, such as a logo, a banner, or a backdrop.
If you're a podcaster, I highly recommend using the Rodecaster. I've been using it now for over two years and I love it. Mic's can vary but I personally use a Shure SM7B. These mic are great for in person interviews and when recording remotely.
Often overlooked is the importance of a stable internet connection. This is an especially important consideration if you plan to do an on-location live event such as from a trade show where bandwidth might not be as strong. You may find the 5G internet connection is strong enough for streaming, but you may need to seek out a more reliable WiFi connection. Test your internet download and upload speeds with an app such as Speedtest.
Another vote for the Rodecaster. If you need mics, these are incredibly good and seem to be on offer here - https://www.wexphotovideo.com/zoom-zdm-1-dynamic-large-diaphragm-microphone-3034955/. I have no affiliation to WEX Photographic, but I do know these are a bargain.
The fourth step in creating a successful live streaming interviews and podcasts is to promote your show and build anticipation. This can be done by creating a marketing plan and using various channels and strategies to reach your target audience. You should create a landing page or website for your show, share teasers and snippets of the show on social media, send email newsletters and reminders to subscribers, collaborate with guests to promote the show, and join relevant groups, communities, and forums. By following these steps, you can generate interest in your show and provide valuable insights to viewers.
Promoting your show/podcast is what will lead to all of the growth. For example, I recently interviewed the YouTuber "More Plates More Dates" on my podcast. When the interview went live we posted a "shared reel" on Instagram which resulted in over 200,000+ views. By doing a collab post with my guest it led to more downloads and more discoverability for the show. If I was to just post that same clip on my page, it wouldn't have received nearly as many views. To summarize: collaborate with your guests when promoting your show.
When promoting your show, you want to be detailed in how people can watch it. Asking people to search you online simply won't do the trick. You want to provide URLs, times and dates of releases, and how they can subscribe to future notifications. Considering building a page on your website so that individuals can catch your live streaming across the platform of their choice.
Engaging your audience during and after your live streaming interviews and podcasts is an essential fifth step. Welcome and introduce yourself and your guest at the beginning of the show. Invite comments, questions, opinions, and participation in polls, quizzes, or contests. Respond to audience comments and questions by name. Highlight feedback, testimonials, or reviews on your show or social media platforms. Finally, thank your audience for joining and watching your show, and remind them of your call to action.
I've been using tools such as LinkedIn and Instagram Channels to engage my community. This has allowed me to get a lot of great feedback, as well as communicate directly with my listeners. Making sure your audience knows you appreciate them is very important. Don't take it lightly, build a community and ask for feedback!
If you're worried about engagement, it can help to have a background video that provides constant stimulation. This will give you something to talk about should there be a pause in your viewer's questions.
The sixth step is to repurpose your content and extend its reach and value. You should leverage your live streaming interviews and podcasts to create various types of content for different platforms. Download and edit your live stream recordings, and upload them as videos or podcasts on YouTube, Spotify, iTunes, or other platforms. Additionally, you can transcribe the recordings and turn them into blog posts, articles, ebooks, or lead magnets. Furthermore, you can extract key points, quotes, or tips from the recordings and turn them into infographics, slides, or social media posts. Lastly, create a playlist or series of your live stream recordings and share them on your website or social media platforms.
Repurpose, repurpose, repurpose. In 2023 the biggest shows are going to be the shows who nail their distribution. Create 3-5 short form clips per episode and distribute across LinkedIn, Instagram reels, YouTube Shorts, TikTok, and even Snapchat. Focus on doing this and I think you'll be amazed at how much you'll grow within 12 months.