Going live on social media: is it worth it for a business?

Key takeaways

Going live on social media for business is worth it when you have an audience that already asks questions and a topic that benefits from real-time answers. For most small accounts the live audience is tiny. The value lies in the recording and the clips cut from it.

• 20 minutes is long enough: one topic and audience questions.
• Small accounts should expect a handful of live viewers.
• The recording and its clips do most of the work.
• Announce it 3 times in the week before.

What does going live mean?

Going live means broadcasting video in real time on a platform such as Instagram, Facebook, LinkedIn, TikTok or YouTube, with viewers able to comment as you speak. Afterwards the recording can usually be kept on your profile like any other video.

• How to create social media content that attracts the right customers

When is a live session worth doing?

A live session is worth doing when there is a reason to be there at that moment: a question and answer session before a deadline, a product launch, a walk round a finished project, or an event. Without a reason, a recorded video is easier to make and easier to watch.

• Questions and answers before a seasonal deadline.
• A launch or open day.
• A walk-through of a finished job.
• A conversation with a customer or partner.

• Buying triggers: time content to when customers are ready
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What format works for a small business?

Use a 20-minute format with a clear title that names the audience. Spend two minutes on who it is for, ten on three prepared points, and the rest on questions. Have five questions ready in case nobody asks. End by saying exactly how to follow up.

• 2 minutes: who this is for and what you will cover.
• 10 minutes: three prepared points.
• 6 minutes: questions, with spares prepared.
• 2 minutes: summary and one next step.

How do you prepare?

Prepare by testing the connection, sound and framing at the same time of day, with a second person watching on another device. Announce the session at least three times in the week before. Have a colleague monitor comments, so you can keep talking.

• Test sound and connection in advance.
• Announce it three times beforehand.
• Give a colleague the comments.
• Keep notes beside the camera, not a script.

• Talking-head video: should the owner be on camera?

How do you get value after the session?

Get value by treating the live as a filming session. Save the recording, cut three to five short clips, each answering one question, and post them over the following weeks. Turn the questions asked into FAQ posts. This is where most of the return comes from.

• Repurpose content across social media channels
• Turn customer questions into FAQ posts on social media

What are the risks of going live?

The risks are technical failure, low attendance and saying something you cannot take back. Comments are public and unmoderated in the moment. Regulated businesses should be careful about answering individual cases on air. If any of this worries you, record instead. Little is lost.

• Social media crisis plan for small businesses
• Social media policy for UK small businesses

What does this look like in practice?

A pattern we see with UK small businesses that try live video: six people watch live, the host is discouraged, and the recording is never used. The same session cut into clips usually reaches far more of the right people than the broadcast did.

• See client work
• Social Media Marketing for UK businesses
• The right-customer content scorecard for social media

Live session checklist

Before you press the button.

• There is a reason to be live.
• The title names the audience and topic.
• Sound and connection are tested.
• Spare questions are prepared.
• Someone else is watching comments.
• A plan exists for the recording.

Next step

Pick one date in the next two months when your customers have a deadline or decision. Plan a 20-minute question session for the week before.