Raise your hand when you’d fairly watch a video to study one thing new than examine it.

Go forward — you’re not alone. 59% of executives say they’d fairly watch a video than learn textual content, too. And actually, that quantity is smart — we’re a society of video streamers. (I imply, good day, Netflix.)

But when you’re undecided the right way to run a dwell stream occasion on social media, worry not. We’re right here to be sure you don’t simply hit the “Live” button on Facebook and stare on the digital camera like a deer in headlights. Instead, we’ve provide you with a complete guidelines that will help you plan your first — or subsequent — dwell stream. 

How Live Streaming Works

Live streaming is a approach to broadcast your occasions to a web-based viewers. It’s a digital different to one thing like promoting tickets to an in-person occasion and lets you attain folks close to and much with dwell video.

Brands use dwell streaming for just a few completely different causes, however based on a Brandlive survey, 74% of businesses used it to engage with their consumer base. So as an alternative of being the proverbial “man behind the curtain,” you’re permitting viewers to place a face (or faces) to your group’s identify, all in actual time.

Live streaming can be utilized for a lot of completely different occasion sorts, as effectively. Everyone from the White House to vogue homes to cooks have live-streamed movies of financial system briefings, runway exhibits, and cooking demos, respectively. Here at HubSpot, we’ve used it for issues like interviews with thought leaders. So be happy to be artistic — simply be sure you’ve acquired your bases coated.

A Step-by-Step Guide to Live Streaming

When you’re prepared to begin studying the right way to dwell stream efficiently, comply with these steps:

1. Plan your dwell stream such as you would another occasion.

Think about among the hottest speak exhibits. Can you think about if the visitors, units, lighting, and schedules for one thing like “The Tonight Show” weren’t deliberate upfront? To say the least, it may be chaotic.

You’ll need to put the identical thought and due diligence into your dwell stream that you simply’d put into an in-person occasion of its variety. And you’ll need to have your objectives in thoughts as you start to make these plans; these will dictate a variety of the logistics.


Knowing your target market will decide just a few items of the planning course of. If it consists of a global inhabitants, that ought to issue into the date and time of your stream — remember to take into consideration time zones or holidays which may not be top-of-mind in your house nation.


Then, consider what class your dwell stream falls into, and create a title for your occasion. In case you don’t discover any of the above examples becoming to your corporation, we’ve acquired some concepts for methods companies can use dwell movies.

HubSpot’s Social Media Marketing Manager, Chelsea Hunersen, stresses the significance of completely researching the subject of your dwell stream upfront.

“Decide important points or stats to hit,” she says. And when you’re going to characteristic visitors, “designate a moderator/host who can make sure these points are hit and can wrap up the conversation if necessary.”


The platform you employ (which we’ll get to in a bit) will also be depending on who you need to view the stream. Different audiences use completely different channels, so that you’ll need to decide the one which’s most certainly to attract the gang you need.

Finally, decide an optimum location from which you’ll broadcast your stream. Consumers have a low tolerance for a nasty stream, watching for at most 90 seconds if the connection is spotty or poor-quality, so ensure that your setting is conducive to a optimistic viewing expertise. Does it have good lighting? Is it liable to a variety of noise? Is there an opportunity that your canine walker will barge in yelling, “Who’s a good boy?” loud sufficient for the whole viewers to listen to? (Not that that’s occurred to me.)

Think of those contingencies, then decide a streaming venue that insulates you from them.

2. Choose your platform.

Here’s the place you’ll really want to have your objectives in thoughts since completely different platforms can obtain various things.

YouTube Live

YouTube Live Events are likely to have “two goals,” says Megan Conley, HubSpot’s Content Marketing Strategist. “Registrants and attendees.”

So, when you’re seeking to increase income — which 75% of promoting professionals are utilizing video to do — YouTube Live is among the finest platforms to make use of.

Here’s how that works. First, when you don’t have one already, you’ll must create an account on Google, which you’ll then use to create one on YouTube.

YouTube Live Events

Once that’s accomplished, you should use YouTube’s Live Streaming Events dashboard to schedule a future stream — simply click on on “Enable live streaming,” when you haven’t already set it up.

YouTube requires a 24-hour buffer between the time that you simply allow dwell streaming and your first dwell. Once that 24-hour interval is up, all you need to do is log into your YouTube Studio.

Then, click on the “Create” button within the high proper nook.

Screenshot of YouTube Create Button

This will immediate a drop-down that asks you to decide on between importing a video or going dwell. Choose “Go live.”

Screenshot of YouTube's Go Live Button

YouTube will then immediate you to finish some fundamental information comparable to its title and what age group the video is made for. You’ll additionally must resolve when you’re going dwell instantly or scheduling it for a sure time. 

Screenshot of YouTube Live Information

After that, you’ll want to point if you’d like your occasion to be public or personal — right here’s the place you’ll resolve the way you need to use your dwell stream to generate leads.

Screenshot of YouTube Live Privacy Settings

The Unlisted choice accomplishes two issues:

  1. I’ll be capable of generate a hyperlink that attendees will get solely after they fill out a registration type.
  2. It received’t stream immediately onto my YouTube web page.

Once you’re accomplished, click on “Next” You can be requested to smile to take a thumbnail, so be sure you’re camera-ready. From there, you have got the choice to “Go Live” or “Share” your content.

Screenshot of YouTube's Share Option

Click “Share,” and that may generate your occasion’s URL. As I discussed above, you possibly can preserve that behind a touchdown web page the place attendees fill out a type to register.

Conley says that, usually, such a dwell stream is embedded on a thank-you web page behind a touchdown web page type. 

If you employ the HubSpot COS, all you’ll want is the hyperlink, and the system will generate the embed code for you.

Insert Media

Create Embed Code

Just click on “insert media,” paste the hyperlink you copied from YouTube, and also you’re accomplished.

If embedding isn’t an choice, you possibly can nonetheless simply put a hyperlink there — the embed code simply creates a seamless design you could place proper in your thank-you web page. Either method, remember to use the thank-you web page as a spot to remind your attendees of the date and time of the occasion.

There’s additionally the choice to make your YouTube Live Event fully open to the general public. That’s an excellent choice, Conley says, for a serious occasion that you simply “want anyone and everyone to be able to find.” But when you make your stream public, she factors out, be sure you use the occasion to advertise gated content you need your viewers to obtain.

“An image CTA would do,” she notes, as would holding up clearly printed brief hyperlinks all through the stream (Make positive you have got these printed out upfront!). In the picture above, you’ll additionally see you could add a message to your video — you possibly can point out your gated content there, too. 


Facebook Live has been making fairly just a few headlines currently, and companies stand to profit from it — Facebook Live videos produce 6 times as many interactions as traditional videos.

Even with out pre-registration, you possibly can positively promote streams on this platform upfront, which we’ll contact on later. In the meantime, when you haven’t used it earlier than, take a look at my colleague Lindsay Kolowich’s overview of Facebook Live.

The interface for Facebook has just lately modified, so you may have a better time dwell streaming out of your cellular Facebook app. 

Depending in your gadget, you may even see the “Live” choice proper underneath the Composer while you open the app. Alternatively, you could must click on “Create Post” on the high of your News Feed, then choose the three horizontal dots within the Composer. 

Screenshot of Facebook Composer Live Button

You’ll have an opportunity to write down a remark about your video. Once you have accomplished that, you possibly can choose “Go Live” within the backside left nook. 

Screenshot of Facebook Start Live Video

Instagram Live

You also can dwell stream on Instagram. With Instagram Live, a performance within the Instagram Stories characteristic, you are capable of broadcast video streams and save the replay to your Stories. Users are capable of have interaction by likes and feedback through the stream. 

This is a superb platform for dwell streaming since Instagram Stories are used by 500 million users per day, and one-third of most-viewed Stories are from companies. 

Keep in thoughts that you simply can not submit to Instagram out of your browser, so open the cellular Instagram app to start your dwell stream. Then, choose the digital camera icon within the high left nook subsequent to the Instagram brand. 

Screenshot of Instagram Live Camera Icon

At the underside of the digital camera viewer is a menu that scrolls horizontally. Select “Live.”

Screenshot of Instagram Live Camera Viewer Live Button

The shutter button will change to a broadcast icon. This will instantly take you reside when you faucet it, so be sure you’re digital camera prepared. 

Screenshot of Instagram Live Broadcast Button


Twitter Live

Twitter’s benefit is you could simply share and promote content to a big viewers, even when you do not have a big following. In addition, sizzling subjects unfold extra rapidly than different media retailers. 

If you need to hit the bottom working and generate buzz, Twitter is a superb selection. However, you can’t go dwell on Twitter out of your browser, so open the cellular Twitter app while you’re prepared to begin your broadcast. 

Once there, open the Tweet composer by clicking the button with the feather and plus signal. 

Screenshot of Instagram Tweet Composer Button

Select the digital camera icon. 

Screenshot of Twitter Camera Icon

At the underside of the digital camera viewer is the selection between “Capture” and “Live.” Choose “Live.” 

Screenshot of Twitter Capture and Live Options

The shutter button can be changed with a button that claims “Go Live.” This will instantly take you reside, so just be sure you have the whole lot arrange earlier than urgent it. 

Screenshot of Twitter Go Live Button


Since 2018, TikTook has had main buzz as the most recent huge participant within the social media sport as a platform for short-form movies. While TikTook’s viewers traits youthful with 41% of users between 16-24 years old, extra folks and types are taking to the platform, as evidenced by its place because the fourth most downloaded app in 2018. 

One huge downside is you could solely go dwell on TikTook you probably have 1,000 followers. For accounts the place this is not an issue, this is the right way to broadcast dwell: 

Open your TikTook cellular app and choose the plus signal on the backside of the display screen. 

Then, enter the title of your stream and choose “start.” 

It’s that straightforward!

The dwell streaming choices definitely don’t finish there. Major manufacturers have additionally used platforms like Periscope, Livestream, and Twitch. They all have their very own units of options and benefits, so positively take the time to look into which one most accurately fits your wants.

3. Choose your gear.

When it involves the precise {hardware} required for your dwell stream, a few of it’s pretty intuitive: A digital camera is fairly commonplace, for instance, or a tool with one put in (like a laptop computer or cellphone).

But when you do use your cellphone, Conley says, remember to use a tripod. “There’s nothing worse than recording a Facebook Live and having your arm start to fall asleep five minutes into the recording,” she advises. “Use a phone tripod to give your live streaming a professional look.”

Consider how skilled you need your sound high quality to be, too. Your digital camera may need its personal microphone, but when your setting is extra liable to noise, physique mics won’t be a nasty thought, both.

And while you’re utilizing an exterior digital camera, says Hunersen, you’ll additionally want some type of encoding software program (Facebook has an important step-by-step guide to that). That’s what converts the digital camera footage right into a format that your streaming platform understands and might broadcast to viewers. The software program you employ may rely in your finances, however to get began, take a look at this one from Adobe.

Also, take into consideration organising an expert backdrop, like one together with your brand. That may also help to model your movies and provides them some visible consistency, which is a very good observe when you plan to do a variety of dwell streaming sooner or later.

Want to take {that a} step additional? “Set up a makeshift studio in your office to speed up the prep time for all of your future recordings,” Conley says. “A beautiful, branded backdrop could be just what your Facebook Live needs to help grab the attention of someone quickly scrolling through their News Feed.”

4. Promote your dwell stream.

Congratulations! You’ve now accomplished a variety of the key planning and setup for your dwell stream. Now, how do you get folks to look at it?

As we’ve coated, utilizing a landing page is an efficient approach to get enrollment on a platform like Hangouts On Air (or, as of September 12th, YouTube Live). Here’s an instance of how we just lately used one at HubSpot:


There’s a transparent CTA right here — “View The Video” — which, when clicked, takes the customer to a registration type. (And take a look at this rundown of which channels drive one of the best conversion charges — it’s acquired some recommendations on getting folks to your touchdown web page within the first place.)


Once somebody fills out the shape in your touchdown web page, it ought to cause them to a thank-you web page, the place you possibly can share some promotional details about the dwell stream.

HubSpot’s Co-Marketing Demand Generation Manager, Christine White, suggests making a “Next Steps” part right here with actionable gadgets like “add this event to your calendar” and “test again right here on [the date of your event]” to remind viewers that’s the place they’ll go to view the dwell stream.

And after you have contact info for your registrants, Conley reminds us, “you can email the people on that list on the day of, and remind them when it’s going to go live.”


But to advertise your Facebook Live stream, says Conley, “It’s really about doing a social image and spreading the word that you are going live at a specific time.”

Don’t rule out utilizing social media to advertise dwell streams on different platforms, too. Some of them, like YouTube, mean you can link your social accounts and push content in a number of locations. And in case your visitors are energetic on social media, leverage that by together with hyperlinks to their handles in any associated content, and ask them to advertise the occasion with their very own networks.

5. Do a dry run.

There’s a motive why we do costume rehearsals. When I used to be in a highschool present choir — a humiliating however factual piece of historical past — it was to verify I didn’t journey over my dance accomplice in high-heeled faucet sneakers.

In the world of dwell streaming, although, we do dry runs to keep away from extra technical, however equally embarrassing, missteps. Improv will be hilarious, however not when it means you’re verbally unprepared or your gear stops working and also you don’t have a backup plan.

6. Prep any visitor audio system.

Is there something worse than a second of awkward, dumbfounded silence?

As a part of your dry run, ensure that your visitors are ready for any questions they may be requested. Don’t over-rehearse, however do what you possibly can to forestall catching them off-guard.

“It may help to give some questions in advance to a potential guest,” says Hunersen, “but save some follow-up or in-depth questions for on-air, so that you’re able to let them be both prepared and react in the moment.”

7. Test your audio and web connection.

You may need folks to speak about your dwell stream, however not if all they’re going to say is, “We can’t hear you.” Make positive your whole audio gear is working each throughout your dry run and on the day of the stream. Having an additional microphone and batteries readily available most likely received’t damage, both.

Make positive your community can deal with a dwell stream, too. If you’re streaming top quality video, for instance, you’ll need both a wire connection and a 3G/4G wireless connection, based on Cleeng.

In different phrases, ensure that your WiFi is working, but in addition, “grab an ethernet cord,” says Conley. “One thing you can’t help is if your internet connection unexpectedly goes out.”

We know — even the sound of “ethernet” appears terribly old style. But in case your WiFi immediately drops, you’ll be glad you busted that twine out of storage.

8. Set up social media monitoring.

One beauty of dwell streaming is your viewers’s capability to affix the dialog and remark in actual time. 

Juliana Nicholson, Sr. Marketing Manager at HubSpot, advises to “Have a plan for audience engagement. Know when and how you plan to incorporate audience feedback and Q&As and then clearly communicate that information to your attendees.” This will make it a lot simpler to encourage participation.

But that’s not all it is best to do with regard to engagement. If you’ve watched any Facebook Live feed, you have seen that the feedback roll in quick. So whereas it’s superior to ask and reply viewer questions, it may be overwhelming, especially if you personalize your responses.

That’s why it’s an important thought to dedicate somebody to monitoring social media, feedback, and questions through the dwell feed.

That activity will be made a bit simpler with one thing like a branded hashtag created particularly for this dwell stream. For platforms with built-in remark feeds, for instance, you possibly can ask your viewers to preface any questions with it — that may assist qualify what must be answered.

You may even take {that a} step additional and use the hashtag all through the planning course of, ensuring to incorporate it in your touchdown web page, thank-you web page, and promotional messages main as much as the occasion. That helps to create buzz across the dwell stream. And when you use HubSpot’s Social Inbox, right here’s an important place to benefit from its monitoring characteristic, which helps you to prioritize and reply to social messages based mostly on issues like key phrases or hashtags. 

After Your Live Stream

It’s all the time good to comply with up together with your attendees after your dwell stream has ended. Thank them for their time, give them a head’s up about your subsequent occasion, and invite them to obtain a bit of related content. If you’ve adopted these steps, you’ve most likely accomplished an important job of utilizing your dwell stream to generate leads, so sustain the momentum and nurture them. 

Facebook Live Guide

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