What is YouTube Live and How Can You Use It?

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First, there was Facebook Live then Instagram Stories, and now Facebook Stories.  Our demand for short-term, ephemeral content shows no sign of going away.  And as marketers, the opportunity to be authentic and spontaneous helps to really engage audiences.  That’s no doubt why YouTube Live was created – but what is it and how can you use it?

What is YouTube Live?

YouTube Live was launched early last year and allows video creators to stream live from a desktop computer without any encoding software.  In other words, a similar experience to Facebook Live where you can switch on your webcam, go ‘Live’ on YouTube, and broadcast to your audience.  Before this, people had to use special software to do this which was a bit fussy to set up.

Another handy benefit is that the Live videos become part of your archive and therefore have that replay value.  You can organise them into playlists and your audience can watch them any time they want, just like videos created elsewhere and uploaded to the site.

Why use it?

But what would make you switch your Live broadcast to YouTube versus Facebook?  According to Social Media Examiner, one reason to consider is that YouTube Live videos get more views compared to Facebook Live.  That’s because YouTube has its algorithm set up to help people who might be interested find your video.

This means if someone watches a video or live stream that is similar to yours, the algorithm is more likely to point out your content to them.  And people who watch you can opt to get email notifications or even push notifications that you are Live.  This helps to boost the number of viewers.

The YouTube factor

People who have been using it have noticed quite a lot of success with the platform and one of the reasons for this is that people go to YouTube to watch videos, so it is no surprise they are up for watching Live content.  Not everyone goes to Facebook to watch videos in the same way. 

Plus it is easier to make money with YouTube Live with the Super Chat feature.  You can have display cards that link to other videos and channels and even to your website too if you meet their requirements.  You can show a poll card for live feedback and add links to your website in the video description.

Finally, you can trim the video with the built-in editor afterward so if you stumbled over your words or had one of those stagnant pauses, you can just trim that bit out!

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Tips for using YouTube Live

So now we know what it is and why it might be beneficial to use it.  But what are people finding are the top tips on using YouTube Live?

Prepare the basics beforehand

While you want a bit of spontaneity with any Live broadcast, you do also want to prepare beforehand, at least the basics.

A few things to plan can be:

• Title of the Live
• A description that tells people what it is about
• Choose a thumbnail image
• Write out the key points of the Live
• Choose a call to action to use at the end

When to go Live

Analytics are your friend here, helping you decide when to go Live to get the most possible engagement from your audience.  If you have a global audience, consider picking a time zone for one audience then try one for a different one next time.  Then schedule it ahead of time to let people know what you plan.

Have a great setup

You don’t need a full TV-style studio for your Live, but you do want to have a great setup that makes the process easier.  Think about the lighting and what’s going to be in the frame around you.  Check your audio and make sure the batteries on any devices you need are full.

Also, test your connection to make sure you have a good speed.  Turn off interruptions and any notifications.  And grab a bottle of water for those dry throat moments!

Tell people what’s happening

By scheduling the Live, you can build up some interest ahead of time.  But don’t be afraid to tell people on your other social media channels as well.    Start to tell people at least 48 hours before the broadcast, send an email or even create a Facebook event.

Engage with your audience

Once you start the Live, then it is good to keep your audience engaged.  You can provide quick recaps for people who join during the event or tease what’s to come.  Shout out names of people who are watching or ask questions and don’t forget that Live Chat.

Think about adding automatic live captions which are available for any YouTube channel.  This lets the broadcast be accessible to everyone.

Check analytics

After the Live, check your analytics to see how it went down.  Look at concurrent viewer peaks, audience retention through the broadcast, and average view duration.  Did your subscribers grow?  Look at the demographics of those who watched and see if they match your ideal audience.  Then you can make changes going forward.

Ranking on Google

YouTube Live definitely looks worth examining if video is in your strategy for the year.  And there’s also the fact that it is owned by Google and that YouTube videos rank well in search engines – so you could increase your channel’s exposure and ranking with this live content.

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