Producing an Effective Live Video for Your Brand

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You may have read a lot of articles on producing videos. Those articles may have been singing the praises of why a pre-recorded video is such a good idea and why it is so effective for your brand and your business. All of that is probably true and if you do a good job with your video, you will accomplish a great deal. However, producing a live video is a whole other thing and if your topic is compelling and your presentation is amazing, that video can bring you to a whole new level when it comes to using videos as an extremely effective content marketing tool.

Live is what’s happening right now

Producing a live video can benefits your brand tremendously and if you haven’t tried it yet, it is definitely time to do so. However, one word of caution. You need to know what you are doing in order to produce the impact that you are looking for. Don’t worry. It isn’t that difficult. You just need to learn some things before you start. You will be making amazingly effective live videos before you know it.

Before you start jumping in and actually starting your live video, there are some tips that will help you to create better results than you would without those tips.

Move around the room as you are recording: The last thing that anyone wants to see is a person who is just sitting on a chair (or leaning against a desk or table), not moving. The fact is that you don’t do that in real life so you definitely shouldn’t do it in a live video. You should be as natural and relaxed as possible. The more you engage your target audience (as yourself), the more effective the video is going to be. Whatever the topic of your video is, it should be exciting and it should have some sort of action in it that draws your audience members to you. Think about it in terms of bringing your target audience with you wherever you go while you are shooting the video. If you make them feel like they are a part of this journey with you, there is no question that you will successfully engage them.

Promote your video in advance: Although your video is live, it doesn’t mean that you shouldn’t say anything about it to anyone in advance of when you are actually shooting the video. You want strong audience presence and strong audience participation if that is an option for you. You will want to tell the people who you really want to be a part of it (at least, from the viewing side) to be prepared and to be ready. You will be able to tell who is attending and you will want them to be an important part of your live video. You shouldn’t limit your audience to people with whom you have already done business. You will also want to include people with whom you want to build a relationship.

Make sure that your video feels personal to your audience: The fact that your video is live means that people can participate effectively. You can take their questions and comments and you can respond to them in real time. It is almost as good as having an in-person conversation. In one respect it is even better because you will have the video to take with you once you have finished making it. It should have a real feeling of intimacy with your attendees.

Choose to speak about something that is comfortable for you: Whatever you choose as a topic, make sure that you have a decent amount of knowledge on that particular subject. Otherwise, it just won’t fly.  If you speak about what you know and about something that is near and dear to your heart, you will have no problem whatsoever. People will be interested in what you have to say and they will want to be a part of what you are doing.

Remember that calls-to-action are essential: You must include calls-to-action (CTAs) in your live video, just like you include it in all other content that you create. Your CTA is so important because it is the only what that the other person has to get in touch with you. If you want to start to build your relationship with the other person, you need to start to interact with him or her and you need to get to know each other.

Make sure that you set the video length appropriately: You don’t want to make a video that is too long and you don’t want to make one that is too short either. Twenty minutes to half an hour is perfect. You will want to give your audience the benefit of your topic and you will also want to give them enough time to have some sort of meaningful interaction with you and that means that you will need to be recording for that amount of time.

Perfect your technique before you do the real thing: Practice makes perfect. Even though you will probably do an amazing job with your live video, that doesn’t mean that you should get over-confident and think that you don’t need to polish your technique. You certainly do need to polish it. A well-rehearsed video will get you much further than a video that you make on the fly.


You should definitely try your hand at live videos. You will see that it benefits your brand tremendously and other people will become excited about being a part of it. So, it is time to roll up your sleeves and dig in. Many people get really excited about watching live videos, participating, and learning a great deal. A live video will make your audience members feel like they are really a part of something exciting. You will do amazing things with your live videos and everyone will be excited to be a part of it.

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Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications LLC. He has over 25 years of experience in IT and web technologies. Mr. Cohn founded CompuKol Communications to help small businesses and entrepreneurs increase their exposure and reputation on the Internet. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility.

Prior to that, Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. His expertise includes social media marketing strategies; internet marketing; web presence design; business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.

Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.