Five ways to ensure the success of live events on social

Chloe Platts, Senior Account Manager

If 2020 has taught us anything, it’s that there has never been more of a need to adapt. The impact of COVID-19 may have halted most large, in-person events, but with 44% of people worldwide now spending more time on social media than before, a live event could expand your online reach more than ever.

In early 2020, 6.3 million members attended virtual events on LinkedIn following the launch of Events (LinkedIn Report, 2020), and with live video expected to grow 15-fold by 2022 and reach a 17% share of all internet traffic, FleishmanHillard UK created Social Live to help companies and brands build virtual events on social media for maximum impact.

From planning, executing and promoting a live event we focus on ensuring that virtual events on social media drive impact and scale. So, what are the main things we keep in mind for successful live events?

1. Find the right platform

With the increased popularity of live streaming, there are a wealth of social platforms available to host your event. Before you begin creating content, it’s important to look at each platform in detail and what they have to offer. This will help you determine which one is the right choice to connect with your audience, drive engagement and build your reputation.

2. Design the live experience
When designing a live event, consider each touchpoint for an attendee from signup, through to attending the event and how you communicate with them post-event. Look at the range of platform functionalities that can be used to drive deeper and more impactful engagement. This could be using functionality such as Q&A’s during the live event, multicasting over more than one platform or using a moderator to help attendees stay engaged.

3. Create engaging content
Did you know that 40% of consumers state video increases the chance to purchase a product on their mobile device. When creating content it’s important to remember that your pre and post-event content is just as vital as the content during your event.

Make sure your content is created for mobile, shared and think about what step of the customer journey your audience might be at. Perhaps they are all leaning towards the end of the funnel, or maybe they are spread out from awareness to conversion.

By delivering high-quality, timely, authoritative, and relevant content, when and where audiences need it you will be on the path to success.

4. Reach the right audience
Knowing your audience is key to success. Use social media prior to your event to drive signups, cultivate authentic engagement with content, and achieve your goals. Paid content allows you to narrow down to make sure you’re reaching the most engaged audience for your event.

5. Measure success
Virtual events make it easy to track success. In essence, the aims remain the same as in-person events, but digital events allow for unprecedented tracking and measurement of metrics against your goals. Hosting an event online means you can track what people do and don’t interact with instantly to adapt.

With the ever-changing landscape, now is the time to find new ways of promoting your brand. If you’re looking to offer a new brand experience, build relationships, create targeted leads or drive website conversion, then a live event is a great option to drive success and reach the audiences that matter to you.

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