Mastering Live Video
By Shari Steinbach, MS RDN, RDBA Contributing Editor
It’s predicted that video will claim 80% of all web traffic in 2019 (SmallBiz Trends), making it an essential venue to educate consumers about your products and services. While there are different ways to create videos, live streaming is a popular and simple format for retail dietitians to implement without the need for expensive equipment and editing. However, depending on corporate protocol, you may need to work directly with your social media or communications team for script approval and execution.
Once approved, there are some key considerations which can ensure your live broadcasts run smoothly:
Select a relevant topic:
- Talk about a trending nutrition issue (such as gut health) and drive traffic to all departments by highlighting product solutions.
- Conduct an interview with a local farmer to talk about where seasonal items come from and how they are grown.
- Answer common questions regarding timely topics such as holiday food safety.
- Provide a brief recipe demo to showcase sale items, new products or private brands.
Prep for success:
- Create your key talking points and include a few nutrition or culinary tips.
- If you are doing a sponsored post for a vendor, make sure you provide any necessary disclosures both verbally and with hashtags.
- Pre-prep any food and use meaningful props such as kitchen gadgets that you may sell.
- Have recording equipment on hand including a tripod for your phone and a power cord. An LED light may also be needed along with lavalier mic to improve audio.
- Practice timing and flow – aim for 120 seconds, but, certain topics may require a bit longer.
- Create teasers to generate some interest before going live. For example: show a picture of the recipe you are going to make on Instagram, or send out a tweet with a link to your Facebook page announcing the date and time you’ll go live.
- Be ready to start immediately with a smile during the countdown.
- Talk to your audience directly by looking in the right direction. For a vertical set up, look directly at the screen and for horizontal look at the camera lens on the side.
- Have a few co-workers enlisted to watch your live video to engage viewers if needed and to help you trouble shoot any possible issues.
- Take advantage of ways to increase your video reach such as asking your retailer or sponsor to boost your post.
It’s a wrap:
- When finished recording, hit “end live video” and immediately save and upload your video. You can then post the video to your own Facebook page or that of your retailer.
- Share the link via other social channels and on your webpage.
- Use Facebook analytics to view impressions and other details, at least 2 weeks after your broadcast.
One great aspect of live videos is that you don’t have to worry about being perfect. Be yourself, provide meaningful information, and continue to improve your skills. The important thing is to get started! Work internally to map out a plan for adding live video to your educational wellness outreach and begin to execute for success.