Live streaming has developed from a niche solution to one of the most effective methods of connecting people worldwide in recent years. Whether business events, concerts, webinars or private parties – with the right tools and platforms, you can create interactive experiences that will make a lasting impression. In this article, you will learn how to make optimal use of live streaming for your events and which technology will help you get started.
Why live streaming is important for your event
In a digitally networked world, live streaming has become an innovative and important tool. It enables organisers to reach a global audience without being restricted by geographical borders. At the same time, digital formats save you high travel and logistics costs without sacrificing quality. Another advantage is the interactivity offered by chats, polls and Q&A sessions. Viewers can actively participate, creating a sense of community that goes beyond a purely in-person event. In addition, live streams can be recorded and made available later as video-on-demand, which increases the long-term added value of an event.
Advantages of live streaming
- Reach: With live streaming, you can reach your target audience worldwide, without physical boundaries getting in the way.
- Cost efficiency: You save on travel and logistics costs and can still offer a high-quality event.
- Interactivity: Live streaming platforms allow you to interact with your audience in real time.
- Time savings: once recorded, live streams can be made available later as video on demand.
Live streaming opens doors that are often closed to traditional event formats. So how do you get started?
Live streaming of events: DJ release show Omnitronic at Prolight + Sound
The basics of live streaming
A successful live stream begins with a clear objective. Consider whether you want to present a product, impart knowledge or entertain your audience. Your objective determines the further course of planning. A stable and fast internet connection is essential because it forms the basis for a smooth stream. Choosing the right hardware – from cameras to microphones to lighting – also has a significant influence on the quality of the result. When choosing a platform, you should make sure that it suits both your target audience and your content-related goals. Interaction options, such as live chats or polls, create additional closeness to your audience.
These questions are essential for a good live stream:
- Planning: Define your goal. Do you want to market your product, impart knowledge or simply entertain?
- Equipment: Choosing the right hardware is crucial for the quality of your stream.
- Internet connection: A stable and fast internet connection is the backbone of every successful live stream.
- Platform: Choose a platform that suits your needs and your target audience.
- Interaction: Plan opportunities to actively engage your audience, for example, through chats, surveys or Q&A sessions.
Tools to make your live streaming easier
The right software can make the difference between a mediocre and a professional stream. OBS Studio is a free and flexible solution that scores particularly highly in terms of customisation. Streamlabs, on the other hand, is more intuitive and is ideal for beginners or content creators in the gaming sector. For more complex requirements, there is vMix, a paid software with advanced features such as multi-camera support and graphics overlays. For businesses that want to regularly produce high-quality streams, Wirecast is a reliable, albeit costly, option. The choice of tool should be adapted to your individual requirements and technical expertise.
An overview of a selection of streaming tools
- OBS Studio: Open Broadcaster Software is a free but powerful solution for creating professional streams. It offers a wide range of customisation options and supports multiple platforms.
- Streamlabs: A user-friendly alternative to OBS Studio that is particularly popular with gamers. It offers numerous widgets and an intuitive user interface.
- vMix: A paid software that stands out due to its extensive features such as multi-camera support and graphic overlays.
- Wirecast: A professional solution for companies that want to produce regular high-quality streams. However, the software is expensive.
Choose a tool that suits your requirements and offers you the flexibility you need.
The best platforms for live streaming
Livestream presented its products in the Live Production Forum at Prolight + Sound 2018
The platform you choose will largely determine how and where your event is seen. YouTube Live is ideal if you want to reach a wide audience, while Facebook Live is perfect for events with a dedicated community. Twitch may have established itself in the gaming sector, but it is also increasingly being used for art and lifestyle content. For professional and business formats, LinkedIn Live offers a professional environment, while platforms such as Zoom or Microsoft Teams may be better suited for closed events or webinars.
- YouTube Live: Ideal for a wide audience and easy to find thanks to the YouTube search engine.
- Facebook Live: perfect for community engagement and events with an existing fan base.
- Twitch: originally for gamers, but now also popular for other content such as music, art and lifestyle.
- LinkedIn Live: excellent for B2B events and professional networking.
- Zoom and Microsoft Teams: suitable for interactive webinars and closed events.
Step-by-step guide: how to start your first live stream
The success of a live stream lies in the preparation. A detailed plan that takes into account content, target audience and technical requirements is the basis. Before the actual event, it is advisable to carry out a technical check and organise a test stream to identify possible weak points. To ensure that your stream reaches viewers, you should promote it via social media, newsletters or other communication channels. During the stream, it is important to interact with the audience and respond to questions or comments. After the event, analyse the results and collect feedback to make future streams even better.
- Preparation: Create a detailed plan for your event and prepare all the necessary materials.
- Technical check: Test your equipment, internet connection and streaming software.
- Test stream: Run a test stream to make sure everything is working properly.
- Promote: Promote your live stream via social media, email newsletters and other channels.
- Go Live: Start your stream and be sure to interact with your audience during the event.
- Follow up: Analyse the results of your stream and collect feedback to improve future events.
Tips and tricks for successful live streaming
- Professional setup: Use good lighting, a high-quality microphone and a stable camera.
- Engagement: Actively involve your audience, e.g. by taking live questions or holding votes.
- Authenticity: Be yourself and show your personality.
- Backup plan: Always have a plan B for technical failures.
Challenges and opportunities of live streaming
The advantages of live streaming are clear: it enables wide reach, saves costs and offers interactivity. It is an excellent way to flexibly involve all participants, especially at events with an international target group or at hybrid events. Furthermore, live streams can be recorded and used later as on-demand content, which ensures long-term availability of content and generates additional reach. For example, in sports broadcasts. For brands, this offers the opportunity to reach new target groups through creative content and to strengthen existing customer loyalty.
However, there are also challenges, such as the dependency on technology and the additional effort required for preparation. An unstable internet connection or a technical problem during the stream can quickly lead to a negative impression and annoy viewers. In addition, it can be difficult for beginners to choose the right software, platform and hardware, as there is a wide range of options. Those with no experience run the risk of implementing the stream in a technically or content-wise suboptimal way.
However, with thorough planning and the right equipment, most of the disadvantages can be easily overcome. It is worth investing enough time in technology tests and selecting the appropriate platform in advance. It is also advisable to familiarise yourself with tutorials or expert advice to minimise uncertainties. For companies, it can make sense to call in professional service providers to ensure that everything runs smoothly.
In the long term, the advantages outweigh the disadvantages, especially if you integrate live streaming strategically into your overall marketing and communication planning. After all, live streaming is not just a tool, but a bridge between brand and target group – and this bridge is becoming increasingly important in our digitally networked world.
Live streaming is much more than just a technical feature. It is a bridge between organisers and their audience that is becoming increasingly important in our digitally networked world. With the right technology, careful planning and a clear strategy, you can take your event to a new level. Use these opportunities to expand your reach, engage your audience and leave a lasting impression.
