Which Social Media Platform Is the Best for Livestreaming?
As SheVentures tackles our first simulcasted show this summer — She’s Live — we share what we’ve learned so far.
As an aspiring female entrepreneur, you are unstoppable, but wouldn’t growing your business be easier if you knew which type of marketing works before you invest more time and money?
Social media is like a multitier ice cream cake: widely loved, addicting, and layered. The first layer to explore as you delve into the demographics of social media are the platforms themselves: Facebook, LinkedIn, Reddit, YouTube, Instagram, TikTok, and Pinterest, to name a few.
Social media to a business owner, however, is like a multitier ice cream cake to someone that is slightly lactose intolerant: a little painful (but worth it), simultaneously gratifying and unpleasant.
Once you’ve made it past the first layer — deciding on your platform(s) — you’ll need to consider the media you’ll use (picture, video, infographics, hashtags), the tone of your messaging, how you’ll engage with your customer authentically, and how you’ll keep your messaging on brand.
The bottom layer is like confetti cake. Each color of the rainbow sprinkles represents a key performance indicator (KPI) measuring your reach, engagement, impressions, click-throughs, and finally whatever action you hope your audience or customer will take — be it subscribing to your newsletter or buying your product or service.
Clearly, marketing your business isn’t the same as using your personal social media. It involves planning, knowledge, and skill, but it’s doable. At SheVentures, we decided to incorporate lives into our social strategy, and share what we’ve learned. Don’t worry, sisters, SheVentures feels your pain and we want to help.
Why Livestream on Social Media?
If you are a business owner trying to find a new niche for your social content, livestreaming on social media could be a winning solution. In fact, 82 percent of viewers prefer watching a brand’s livestream to seeing its social media posts.
The explosion of video on social media platforms such as Instagram and Facebook has eclipsed photos as the primary medium to promote a brand. Almost 60 percent of marketers say video performs better than photos for driving Facebook engagement, according to one survey.
How do you know a live will work for your brand? There are no guarantees, but almost 92 percent of internet users watch some kind of video on the internet each week, according to a Hootsuite survey. Longer videos on YouTube remain popular, with almost 2.6 million active global users in January 2022. But a new, shorter style of video creation has also become incredibly popular, as demonstrated by TikTok’s 1 million active global users, according to the same survey.
What is Livestreaming and Why Should You Embrace it?
Livestreaming is a form of content creation that allows businesses to connect authentically with their audiences in real time. With all of these outlets, social media has become oversaturated with content, and it can be tough for consumers to feel the authenticity of brands they may want to support.
Why should you invest the time and energy in going live? Business owners can build trust with their audience. With livestreaming, guests can ask direct questions and receive immediate answers. “They don’t only see and feel your vibe, but they can also interact with you, ask you questions, and when you can answer their specific questions on the spot, you build trust,” says Yesim Saydan, a social media strategist.
Livestreaming allows you to showcase your personality and the personality of your business and brand. Prerecorded videos can seem rehearsed — when you are live, any filtration and processing are removed, creating a more genuine atmosphere for conversation between you and your audience. They will get to know you, and you will get a glimpse of your audiences’ pain points.
Conversely, livestreaming is…well, live. Watching and interacting is exciting, until you have a few trolls, or worse, say something “off the cuff” that doesn’t translate well with your audience. Prepare for a live knowing that anything can happen, and you should know how to control or mitigate unexpected events. That way, you’ll be able to enjoy live’s benefits.
“The pro of streaming live is that it allows your audience to interact in a two-way conversation. The audience is more likely to engage when they are mentioned by the host of the live show, and feel like their voice is being heard,” says Leslie Hughes, LinkedIn expert and CEO at PUNCH Media.
Livestreaming is a great tool for any type of company looking to increase engagement; however, it’s important that you choose a platform that will be most compatible with your audience. “For some clients who are B2B focused, LinkedIn and Twitter make more sense. For others who are B2C focused, TikTok, Instagram, and Twitter tend to perform better,” says Brittany Oat, owner and lead strategist at social media agency bSocial Strategy.
Knowing your target demographic will help, but you should test on multiple channels, as data can often yield surprises. Good social strategy is informed by analytics, which we will briefly address below.
SheVentures has put together a list of social media sites with livestreaming options and the pros and cons of each:
How to Livestream on Facebook
To some, Facebook may seem antiquated; this may be the social media your parents still use! But, a budding entrepreneur can’t be in the business of ageism, after all. In fact, Facebook could be an excellent option for you to conduct livestreams as it is the social media platform with the largest reach and the most active users worldwide as of January 2022.
How to Livestream:
Go to the profile, page, or group from where you want to stream.
Click the post composer box.
Press “Live video” at the bottom of the post composer box.
Add a title, description, and location, then invite a friend to join your Live. (We will explain prescheduling in a bit.)
Facebook’s recommended video dimensions are 1080 x 1920 pixels. Most platforms will crop the video to the recommended size, this information is most important to note when deciding if you want your video to be portrait or landscape. Always double check the platforms as sometimes dimensions change.
To add a guest host, tap the icon of a person with a send arrow at the bottom of the live. Once the person is watching your live, select the person icon again to see the list of viewers. Select the person you want to add and press “Add.”
LEVEL OF EASE: Very easy from the app on a mobile device but slightly more difficult on a computer because additional software is required.
PROS:
There is a time limit of eight hours, so you won’t be cut off halfway through your event — unless it’s very long.
Facebook has a feature called “Live Crossposting,” which allows you to share your live on more than one Facebook page or group. (Note: This feature is available only if using Facebook’s free additional software called Live Producer).
You can designate a specific viewer to moderate comments on your behalf in order to keep trolls and negativity out of your stream. This is not a special setting; you would just ask a friend to moderate the comment stream.
Facebook live allows you to conduct polls and link sharing during the video to harness audience participation.
On Facebook, you are able to monetize your live video.
Facebook automatically saves your videos to your timeline and videos section. Or you can download your live by going to your page < make your previously recorded live full screen < click the three dots in the upper right corner < select “Download video.” Your video will download in an MP4 format on your device.
You are able to schedule a live event but only if you’re using Live Producer.
How to schedule a Facebook Live:
- Go to Live Producer.
- There will be two options. Go to “Create live video event” and press “Create event.”
- Add the name and date for your live event.
- Add an image to the announcement.
- Press “Next.”
- Then you will be presented with the option to personalize your video by applying any advanced settings or interactive tools.
- Click the “Settings” drop-down arrow and select “stream.” You will then see a “stream key setup” option.
- Copy and paste the stream key into whatever streaming software you plan to use.
- Press “create event.”
CONS:
Though there is a feature called “Live With” that allows you to go live with others, this feature is available only from your phone, not your computer.
Additional streaming software is required in order to go live from your computer.
How to Livestream on Instagram
Instagram has seen numerous adaptations to its content delivery. Instagram stories, for example, take photos and videos and make them available for 24 hours only. There are also Instagram reels, which mimic TikTok’s short video format. Instagram recently updated this feature so reels can now be up to 90 seconds. However, when it comes to live video content, Instagram, though arguably the more hip and modern cousin of Facebook, has many of the same features.
How to Livestream:
Open your Instagram feed.
Swipe right to the story camera.
Click “Live” at the bottom of the screen.
Enter a title for your Live.
Press the button at the bottom of the screen to start.
Instagram’s recommended video dimensions are 1080 x 1920 pixels. A general rule of thumb for Instagram is to create videos in portrait mode as most people use the mobile app which is vertically oriented.
LEVEL OF EASE: Simple directly from Instagram mobile app but more challenging when using simulcasting platforms (which we will cover later).
PROS:
When you start a live, Instagram automatically sends an alert to all of your followers.
While you are live, your video will appear as a story bubble and the front of the stories section on the top of Instagram’s homepage. It will stay up on your story for 24 hours.
After your live ends, you can tap “Download video” to save it to your camera roll. You can then save and repost the live video anywhere you like. You can also post snippets on your story (15 second limit), in your feed as a post (60 minute limit), or as a reel (90 second limit). Again, these time limits can change, so please check Instagram regularly.
Instagram has an option called “Live With” so you can go live with multiple people (this also alerts their followers when they join your live). To do this, the person you want to add must already be watching. Then, tap the icon of two faces at the bottom of the screen when you are live and press “Add.” They will be notified and have the option to accept or decline.
There is a media sharing button, which allows you to share pictures and videos on screen during your live.
Instagram now offers a live video practice mode feature so you can practice going live without alerting your followers.
Instagram has a feature that allows you to schedule your live. People can view the details of the event this way and they are notified before you start your live.
How to schedule an Instagram Live:
- Open your feed and swipe right to the story camera.
- Click “live” at the bottom of the screen.
- On the left side of the screen there are four options, the last option is a calendar icon that says “schedule”; click there.
- You will then be prompted to enter a video title and a start time.
- Tap “schedule live video” at the bottom of the screen.
- You will then have the option to share your scheduled live video. If you share it as a post or Story, it will include the title, start time, and an option for people to set a reminder.
- The scheduled live will appear on your Instagram profile underneath your profile picture.
CONS:
Comparatively, Instagram has a much shorter time limit of only one hour. (Let’s be real though: How often are you going to need more time?)
You can add a moderator only after you have gone live. Tap the three dots at the bottom of the screen and add a moderator. You can assign only one moderator. If the person you want to moderate is already watching the Live video, they will receive a pop-up notification on their screen that they have been selected as the moderator.
How to Livestream on LinkedIn
LinkedIn, the model of professionalism that it is, has a slightly more sophisticated process for livestreaming that requires an application.
How to Livestream:
Check to see if you meet LinkedIn’s live video access criteria. If you already think you are eligible, go to your homepage on LinkedIn and create an event. If you are eligible, you will see an option for “LinkedIn live” under “video format.” You can also check your eligibility by signing in with the third-party tool you want to use and it will run the check automatically.
Log in to the third-party streaming service of your choice and connect your LinkedIn profile. Here are LinkedIn’s preferred streaming services and partners, which include Restream, Streamyard, Vimeo.
Once you are approved as a content creator, go to your homepage.
On the left side of your homepage click “events” and create a “LinkedIn live.”
LinkedIn’s recommended video dimensions are 256 x 144 pixels (minimum) to 4096 x 2304 pixels (maximum).
LEVEL OF EASE: Medium as you need to go through an application process.
PROS:
LinkedIn’s time limit is four hours for live events, which should give you plenty of time.
Live content on LinkedIn is recorded and remains on your LinkedIn profile after the Live ends as a “previously recorded live” until you remove it.
LinkedIn will automatically send a notification to your followers that are currently on the LinkedIn app or web browser when you start your live. Other followers with push notifications enabled may also receive notice of your Live.
You will have the option to check the analytics for your Live after it has ended.
LinkedIn allows you to schedule an event for your live. Your guests can register for the event, which allows you to access and connect with the people who plan to attend. Guests will be notified when you change or update details of the event.
How to schedule a LinkedIn Live:
- Log in to your third-party streaming service and connect your LinkedIn page. You are then able to schedule an event directly from one of these streaming services.
- If you want to schedule the event from LinkedIn, go back to your LinkedIn homepage.
- On the left side of the page, you will see a small “events” button, click that.
- Click “Create.”
- From the “organizer” drop-down select the correct profile or page.
- If you are an eligible LinkedIn live streamer, you will see an “event format” button. Click that and select “LinkedIn live.”
- Enter the rest of the information such as the event name, time, and description. You will also have the option to add speakers.
- Add a background image to your event. LinkedIn’s suggested ratio for your background image is 1920 x 1080 pixels.
- Select “Done.”
- You will then have the option to write a post about your scheduled live and share it on your LinkedIn.
CONS:
LinkedIn requires you to use a third-party streaming tool.
You will need more than one device: one from which to stream, and the other to see and moderate comments.
You will need to have another person moderate from a different device if you want a moderator.
You can only download a recording of your Live from the third-party streaming service you use. You cannot download directly from the LinkedIn app or webpage.
You must have at least 150 followers and/or connections.
How to Livestream on TikTok
Finally, TikTok has emerged as a platform whose short video format is useful for promoting brand awareness. TikTok even moves beyond its own platform. You can share TikToks on Instagram feed posts or stories, Facebook, Reddit, and Snapchat. Particularly popular among younger generations, TikTok’s Live feature could help your company stand out and reach new audiences.
How to Livestream:
Go to the plus bottom at the bottom of the screen where you would normally make a TikTok.
Press “Go live.”
You must have at least 1,000 followers on the app and be over the age of 16 to be eligible to go live.
TikTok’s recommended video dimensions are 1080 x 1920 pixels.
LEVEL OF EASE: Medium as there are follower requirements and you are unable to familiarize yourself with the process unless you have the required number of followers.
PROS:
TikTok allows you to add up to 20 moderators for your live.
There is no time limit on TikTok for live videos.
TikTok has a live events feature that allows you to schedule your live as well as to view people who have registered.
How to schedule a TikTok Live:
- If you are eligible to go live on TikTok, go to your profile. In the top right corner, there should be a calendar icon; click that.
- Add the name, start time, and description for your event.
- Press “Create.”
- Press the same icon in the top right corner to manage your event and view the registered attendees.
- Share your event through in-app messages.
CONS:
You need to have established a degree of popularity to be eligible to go live.
After the live ends, you can save it to your device by going to Settings < Privacy < Live Replay < download to your device. However, this is problematic because normal TikTok videos have a time limit (now 10 minutes), so you wouldn’t be able to repost your full live video as a regular TikTok.
What is Simulcasting and Why Consider it?
Deciding which platform to use depends on the demographics of the audience you want to reach, and the buzz you are trying to create for your brand. Fortunately, there are several third-party streaming tools that allow you to livestream on multiple platforms simultaneously, and compare your reach and engagement. Some of these restreaming platforms include Restream, Streamyard, and Vimeo.
“We’ve found it helps to use Restream or a third-party platform for streaming,” says bSocial Strategy’s Oat. Restream, among other platforms, offers paid plans that improve the quality and professionalism of your livestreamed content. Most important, they facilitate simulcasting — meaning they broadcast your live to any of the social media platforms of your choice all at the same time.
Note that in order to use Instagram with Restream, you must download additional software called Yellow Duck to link the two. Restream is also not compatible with TikTok and requires a custom Real-Time Messaging Protocol (RTMP) to connect the platforms. Simply put, RTMP is the technology that transmits video content between the third-party platform to the social media platform where it is streaming. Don’t worry if RTMPs don’t make sense yet. If you are struggling to connect your streaming platform to the social media of your choice, request a demo from the third-party streaming service provider that you use.
Though it is essential to know the most common social media platform(s) for your brand’s audience, it can be valuable to expand your social footprint to attract a variety of followers. This is where platforms like Restream come in handy. Not to mention, unless you are an octopus, handling several platforms streaming simultaneously isn’t practical.
The Livestreaming Bottom Line
Whether you are a small business trying to garner more followers or a larger business looking to explore new forms of engagement or revenue channels, livestreaming is a great way to connect authentically in an otherwise artificial landscape.
Ultimately, livestreaming can not only be a resource for businesses to grow, but it can also be an excellent tool for deepening the relationship that a business has with its customers. Retaining loyal followers that trust you, your mission, and your business can be achieved through the authentic conversations that livestreams facilitate.
There is one more way that social media is like a cake: It’s always better when it’s made with fresh ingredients. Don’t give your audience an ice cream cake made from spoiled milk and expired eggs concealed under a layer of frosting — trust me, it’s not the same.
In the same way that people want to eat an authentic cake, your followers want to see the authentic you. How? Share your unfiltered and unedited victories and failures with your audience. Take a (well researched) leap of faith with livestreaming. SheVentures will be there right alongside you.
