Video Camera

Harnessing the Potential of Social Media Through Live Video Features

While much fear and trepidation revolves around this topic for authors, I want to talk about the value of “going live.” Going live on platforms such as Facebook, YouTube, and Instagram has become one of the more powerful and rewarding promotional strategies in our current context. Utilizing an effective strategy through this medium has the capacity to bolster the quality and quantity of interactions with your following more than anything else.

Let me start by addressing what I’m not saying. I am not saying:

  1. Other social media and marketing engagement strategies arenot effective.
  2. In order to successfully promote your book you have to use live features.

What I am saying is this:

There is no other social media strategy which, if implemented well, can have as much impact for as much time and money you invest in it.

Now I’m sure that sounds like a bold claim, and it is. The fact of the matter is all contemporary market research reaches this same conclusion. You don’t have to take my word for it though, here are some statistics which link to research done on this:

The average user spends 88% more time on a website with video.

Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.

67% of viewers were more likely to purchase concert or event tickets after watching live video content.

There is more astounding research to compound on top of these statistics, but those are easily accessible and I think the point is clear: Video content, and even more live video content, is the best catalyst for viewer engagement and conversion to purchases.

The Incredible Potential of Live Content for Authors

All this being said, live video has so much more to offer for an author than just a good ROI (Return on Investment). If you are passionate about your book, and care about your reading audience, live video is too valuable of a tool to pass up.

  1. In conveying your passion for the book, video content–especially live video–has the capacity to communicate your heart and your vision in a profound way to your targeted audience. Yes it is vulnerable, and yes it can feel awkward, but that vulnerability and authenticity is what catalyzes your viewers to buy-in both to the mission and vision of your book, and just as importantly to you as an author. Your readers are human beings. Authentic engagement and interaction is the foundation for trust and investment in all venues of life, including book readership.
  2. In caring for your audience, live video content is unparalleled in its ability to allow you to engage with your audience. With live video, you can give readers/followers the chance to engage with you on an interpersonal level, to ask questions, and most importantly… to feel seen and valued. Nothing can beat an in-person interaction, however live video allows for the closest experience to it, while also engaging with a wider pool of individuals.

While in this article I have tried to make a rudimentary case that live video should be something you consider incorporating into your author platform strategy, for some live video may just be too far out of your comfort zone. Believe me, I get it. If that is where you are, potentially consider doing some recorded video instead of live video to start! While it may take more work as a whole to get a solid finished product, it also provides the luxury of editing the content, and doing multiple takes. If this is the path you take, consider practicing “live” recordings on video. Then after reviewing and honing your content, try an actual live one!

Either way, the goal is to engage, and whichever steps you can take to further move in that direction with your author platform is successful progress!

This article has been dedicated to presenting the case for using live video features. For some resources to guide you in producing it consider some of the following resources: – specifically take a look at the “Youtube Live: What Marketers Need to Know” podcast episode (you can also find this on itunes or podcasts on your phone)