Estimated read time: 3 minutes
One of these advantages of livestreaming your podcast is the organic reach. But as often is the case on social media, organic reach decreases at some point. That typically means brands and creators have to look at putting money behind promotions and promote or boost their livestreams.
There certainly are different ways to promote a livestream and there are always what some may call work-arounds. For example, I could create an ad for an upcoming show and run it on Google Ads. That is one paid promotions strategy, but isn’t what I’m discussing in this article. In this article, I will share how podcasters and livestreamers can easily promote their episodes natively on the network. When that’s possible.
I will look at Twitter, LinkedIn and Facebook specifically.
On Twitter, livestreams don’t actually appear until you go live. On Facebook and LinkedIn, you can schedule livestreams and those posts are already out there for people to see. On Twitter, the livestream posts goes out once the livestream starts. That looks something like this:
To promote it, click on the three bars:
Then click “promote post” on the next screen. From there you can set your goal and choose from:
- Increase engagement
- Grow following
- Increase link clicks
The increase engagement goal is probably the best here. Then you can choose an age group, gender and set a budget. You cannot pick a more defined audience currently.
On one test that I ran on Twitter, I spent $25 which got me about 100 more viewers for the livestream.
The promote – or boost – button is actually grayed out. So, you cannot easily promote a livestream on LinkedIn on company pages. Personal profiles can’t promote anyways and livestreams are no exception.
You can however promote the livestream’s event from the ads section on LinkedIn, but that’s way more work than simply clicking “boost” and getting things going.
On Facebook, your scheduled livestreams as well as past ones have the boost button, but you can only promote livestream posts that have concluded.
If you try to boost a scheduled livestream, this message will pop up.
You can however promote livestreams after they’ve concluded. Simply click on “boost post.”
From there you can set your budget and pick your audience. The targeting is way more granular than Twitter as well.
On just a $15 spend I had a few hundred views which I was pretty happy with.
Promote livestreams conclusion
My guess is that the boosting of livestreams will become easier over time. Afterall, all these social media networks are trying to make money. And as more companies and creators hop on the livestreaming of podcasts bandwagon it’s certainly another revenue stream.
And from a creator perspective, it might pay to boost your livestreams depending on:
- ability to reach more of the right people (so good targeting is probably needed)
Given that the targeting on Facebook appears to be the best and it’s a pretty good return on my spend right now I would say Facebook is the best way to go if you want to boost your livestream video.