Video live streaming has evolved from a fun fad to a full-blown marketing strategy. It’s an alluring medium for brands of all sizes because it’s inexpensive, quick, and one of the simplest ways for companies to build community and put a face to their brand. 

But, more importantly, people like and watch live video. At least one study (a Livestream and New York magazine survey) found that 80% of audiences would rather watch a brand’s live video than read its blog, and 82% prefer live video over social posts. 

Brands such as ModCloth, Dunkin’ and Buzzfeed have embraced live streaming as an innovative marketing tool with great success. However, other brands have been daunted or unsure of where to begin. 

Whether you’re a newbie or a company looking to perfect your streaming video, here are five tips to help create videos that get watched.    

Get creative with content. Mix up your content and stream frequently to keep your audience engaged. Take viewers on a behind-the-scenes tour of an event, conduct fun interviews with your brand’s influencers, introduce a new product or show viewers how to use your product, respond live to customer questions or host a live giveaway. Make a list of all of your ideas and put dates to them. 

The devil is in the details. Once you’re ready to live-stream, invest some time in planning the production elements to ensure your videos go off without a hitch. 

Ideally, you want to plug directly into an internet connection, but if that’s not possible, get a dedicated WiFi line with at least a 2 MB upload speed. 

Location is another consideration. Is your event going to be outside? How strong and consistent is your internet signal? How close are you to a WiFi router that’s plugged into a hardline? 

What about bad weather? Outside can be visually appealing, but more difficult to control. Weigh the pros and cons before taking your stream to the field, and always have a plan B. 

Ready, set, go: Live streaming shouldn’t be rigid. If you make sure you and your guests are having fun, your audience will follow suit. 

Focus on providing value to your featured guests, whether its highlighting their success, their passions or a project they’re working on. If possible, share the live stream to their channels for more traction. 

Most importantly, include a call to action, such as sharing a link, downloading something or signing up for your email list. This will provide a chance for you to engage with your audience further down the road. 

Determine the best platform.The main platforms for live streaming are Facebook, YouTube, Instagram, Periscope, Vimeo Live and Livestream. Consider them all for your live video streams, but concentrate on where your audience already exists. Where do you get the highest engagement? 

If you have 2 million YouTube followers, but only 200 on Facebook, Facebook Live may not the best choice. Afterward, compare analytics to determine where you should focus. Also, don’t forget to maximize your marketing by branding your video with your logo. 

Promote before and after.Start promoting your event well in advance, and slowly give out more information to build suspense and interest. 

A few minutes before going live, remind people that your livestream is about to begin with an email or social media message and the link. 

Determine how you’ll effectively track engagement on those links. Many people who stream content actually watch post-event, especially those in other countries. Let them know how and where to watch after the stream, then post the link when you share the livestream video afterwards. 

Don’t let fear stand in your way. Live video streaming will breathe life into your video content and open up an engaging channel of communication between your brand and your customers.