One of the first data points I look at when analyzing live streaming metrics is reach, or the potential audience for your message based on total follower count. Those shares and invites that bring in new fans and have the potential to significantly increase your audience.
The potential reach is the sum of your followers plus the followers of those who interacted with your content. It works like this–say you have 1,000 followers, each of whom has 50 followers. If all 1,000 followers shared your live broadcast with their 50 followers, you would have the potential reach of 50,000 viewers. Now imagine you had the best results possible and those 50,000 viewers each had 50 followers, and they shared your content. Then your reach has just increased to 2.5 million.
To get the reach/impressions per stream, total up reach and divide by the number of users. So reach per broadcast, in the case of a mobile live stream, would be the reach divided by the total number of followers which equals the percentage of viewers who may see your content. And while it’s important to look at your possible reach, it’s a very tricky number that is easily manipulated, appearing to tell a story that isn’t an accurate reflection of the data.
There are a few easy things you can do to increase your potential reach in your mobile live streams.
Optimize your live streaming profiles.
When you set up your live streaming profiles, no matter which app(s) you choose, use your Twitter or Facebook name. Most live streaming sites are tied to your Facebook or Twitter accounts, making this an easy first step. Next upload a photo or graphic of you, your product, or your logo that your audience will recognize. This photo will become attributable to your profile.
Then write a killer bio or description of your business to introduce yourself and your brand to those who don’t know you yet. And always include a website link so viewers can find you outside of the live streaming platforms you use.
Promote your live streams across all of your social media channels.
Anytime you’re going to broadcast, promote it across your social media channels, reminding those who already follow you to tune in. And it helps to populate your live streams with more viewers who can then share and invite others.
Always share useful, valuable content.
One of the most important things when sharing content is not wasting your viewers time. Offer them content that is intriguing, valuable, and useful. Keep your content visually appealing and offer a variety of information. The 80/20 rule still applies–only 20% of your content should be selling your products or services. Remember, the more entertaining your content; the larger your audience will grow.
Choose the social media channels where your fans are most likely to be.
While we are talking specifically about increasing reach for your live streams, each platform targets different demographics. For instance, the audience on Blab is very different than the one found on Periscope. Choose the channel(s) where your target audience is likely to be found.
Interact and build relationships with followers.
Finally, remember your goal is to interact with your audience and build strong relationships with them. Research conducted by Google and CEB showed that customers who are emotionally connected to a brand are twice as likely to purchase a product or service, and are four-times as likely to defend their purchase decisions. Customers are the mortar that keeps businesses from falling apart, so it makes sense that happy, invested customers are the underlying foundation for success.