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Deciding where and how to stream live video can be overwhelming, with so many options available. Two key questions arise: which social media platforms are best to broadcast on, and what tools make streaming easier by allowing you to simultaneously go live on multiple channels? I like to throw my content a parade, so these are important questions for me to cover, get right, and continuously evolve in my content implementation.
This article examines the top platforms for reaching audiences through streaming and streamlining the production process.
Best Platforms for Streaming
When considering where to stream, you want to think about which networks align with your goals and allow you to engage your target viewers best. Here are the top platforms to consider:
Amazon Live
Amazon Live enables creators and brands to live stream video content to engage customers and promote products available in Amazon’s marketplace. With Amazon Live, video is tightly integrated with shopping capabilities.
Stream hosts can spotlight specific products through broadcasts, providing demonstrations, tutorials, and additional visual details beyond just static product images. Viewers can then click right on featured items to instant checkout and purchase without leaving the video stream. I also regularly interview authors.
With Amazon’s expansive reach and optimization for conversion rate, the platform offers significant monetization potential for product-focused streams, converting interested viewers into actual paying customers.
So Amazon Live fills a unique niche, facilitating direct commerce transactions combined with interactive video streaming. Any individuals or companies with goods available through Amazon have huge opportunities to boost product exposure and conversions with targeted live shopping streams.
Facebook Live
Facebook offers creators the ability to livestream through Facebook Live. Tapping into this built-in audience can provide significant viewership for those already with large followings on Facebook. Video creators can construct live streams that target either their overall follower lists or specific groups they are part of on the platform.
So, Facebook Live provides another distribution mechanism for video content for those active participants on the social network.
Read next: What equipment do I need for a successful Facebook Live broadcast?
Instagram Live
As a leading image and video-based platform, Instagram Live is another option for creators to consider. However, every Instagram Live stream requires a more extensive setup process when its part of a multistream.
The format also differs from a platform like LinkedIn Live. As such, effectively integrating Instagram Live into a multi-stream broadcast poses challenges.
Of course, you can go live directly from your phone in moments.
LinkedIn Live
LinkedIn offers a prime opportunity to stream videos that capture the attention of your target business audience. LinkedIn Live videos show up in feeds, increasing your chance of connecting with viewers that matter.
According to LinkedIn, live videos on their platform generate more reactions and comments than regular uploaded videos.
TikTok
TikTok Live continues to gain traction, given the viral nature of the platform. Livestreams seem to be favored on TikTok, and creators can highlight products from the TikTok Shop to generate revenue.
The discovery of live content can be very organic. However, the format and style of TikTok Live differ greatly from a platform like LinkedIn Live. As such, TikTok Live can be more difficult to integrate into multi-stream production across different platforms.
But, just like Instagram, going live from your phone is a breeze.
Read next: How to go live on TikTok
Twitch
Twitch is a platform built specifically for gaming content and gamer communities. The service allows anyone to live stream gameplay across devices while interacting with viewers in real time.
X Live
X Live, formerly Twitter Live, formerly Periscope…
X remains a solid place to stream video. While some advertisers and users have moved away from X, live video continues to be a good way to connect with your existing followers. Recent data from “The Business Storytelling Show” live streams shows that X Live views are ticking upward after a lull. While viewer numbers used to be often small, streams are now more commonly hitting triple digits.
YouTube Live
YouTube is a prime platform for livestreaming. Given YouTube’s existing dominance for on-demand video, it offers a natural transition for creating live content.
YouTube Live offers robust analytics for tracking viewership and engaging your audience through live chat in real time.
An advantage unique to YouTube is leveraging the platform for podcast distribution through live video. Any video podcast streamed on YouTube is made available through YouTube Music. This enables a wider podcast listenership after your live production through audio-only versions.
Read next: Transform Your Podcast with Podcast Live Streaming
So, for podcasters on YouTube, a singular live video production is automatically amplified into visual and audio formats. This makes YouTube Live an easy way to grow multi-format audiences.
Monetization
Generating revenue from a livestream provides key incentives for creators to continue producing compelling content. All social platforms offer varying monetization models that content creators can take advantage of once certain viewership requirements are met.
Sponsorships
One of the most straightforward ways to monetize is through sponsorships. By having an advertiser sponsor a specific live stream, creators can earn directly through highlighting or featuring a brand, product, or service as part of the broadcast.
Sponsorship fees can vary greatly based on audience size and level of integration but establish consistent revenue on a per-stream basis. Creators may call out the sponsor verbally, display logos and graphics, and provide special discount codes and links for their offerings.
Book a sponsored appearance on The Business Storytelling Show
Affiliate Links
Including affiliate links enables creators to earn sales commissions if viewers purchase the products mentioned. Live shopping streams focused specifically on highlighting goods are an especially good fit for affiliate link integration.
However, affiliate links can be incorporated into any content. Creators simply include links to third-party products in the stream description, chat window, or overlaid graphics. Any subsequent purchases then allow creators to collect varying percentages based on the specific affiliate program.
QR Codes
QR codes are another seamless way for livestream audiences to access affiliated links or special promotions. Including a QR code in the frame provides a quick and visual way to direct viewers to specific sites to learn more or initiate a purchase through their mobile device.
Read next: How to scan a QR code on iPhone
Advertisements
Some platforms offer internal ad programs that formally serve video promotions from brands before and during livestream playback. Once viewership or hours streaming thresholds are met, platforms share the ad revenue with creators.
Beyond built-in ads, creative creators can also manually integrate paid promotions as part of their live productions, similar to sponsorships. Ensuring any promotions still engage viewers instead of being overly disruptive is an important balance when monetizing through advertising.
Branded Content Monetization
Even without direct revenue from a livestream, companies use streaming as a broader marketing channel to grow product or brand awareness. The end goal is to monetize larger audiences via purchases of goods and services eventually.
The focus is not explicitly selling during a livestream but rather showcasing a brand, company culture, or thought leadership through engaging video content and interactions. The streaming fosters an authentic community and cultivates alignment between brand values and audience values.
For example, a fitness apparel company may host a weekly fitness class stream. There would be little effort to sell apparel directly during the live class. However, by fostering an engaged audience and demonstrating the brand’s expertise in fitness instruction, it works to nurture long-term customer loyalty. The eventual monetization manifests indirectly down the line from inspired online and retail purchases.
So, brands maximize livestreaming to nurture a loyal community. The revenue comes later after strengthening that community through consistent, accessible, high-value video content distribution. This indirect “branded content” strategy for live streams focuses more on the brand association with the community rather than immediate, hard-sell product spotlighting.
Multi-Streaming Platforms
While choosing the best streaming networks depends on your goals, multi-streaming platforms make it easier than ever to broadcast widely by letting you go live on multiple channels concurrently. Here are the top services to simplify the streaming process:
Restream
Restream enables streaming to over 30 platforms simultaneously, including all major social and video sites. It offers custom branding and graphics options and tools for bringing guests into a stream through its web-based studio.
Restream also includes a Pairs functionality where accounts can share streams to expand reach. When you initiate a stream, collaborators can share the live video to their channels and social profiles at the same time through shareable links.
StreamYard
StreamYard offers a popular cloud-based solution for live streaming to multiple sites simultaneously.
StreamYard enables streaming to over a dozen channels directly, with further integrations possible through support for third-party encoders that expand compatibility. Real-time stream management and an integrated website builder provide added tools for managing and growing your audience.
So, in short, you have options to determine which platforms to stream to and which ones to ignore. But with the power of multistreaming software, it’s easier than ever to stream to multiple social platforms.
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