It's All About Short-Form Stories and Live Video ! Mark Zuckerberg said, "We want to go from a Feed-only world to a Feed-plus-Stories World." This is a clear signal that Stories need to be a part of our strategy. Every platform will eventually have these short-form movies. Learning how to tell short stories in this format will be important. Our May 2019 panel covered... -Why social media platforms are prioritizing live videos and stories. -What the ingredients are to a successful live video and short form story. -What makes for an engaging and compelling story. -How to incorporate influencers into your live video and story. -Proven tips and tricks to make your live video and stories stand out. -The difference in stories and live video across platforms. -What are the KPIs to measure. -Winning #hashtag strategies. -How to monetize live video and instastories. Thanks to our panel participants: Moderator: Lindsay Tredent Mauch Panelists: Alle Fister - Bollare Dawn Ferguson - Fabletics Daniel Zamilpa - The Dapper Daniel Marcia Zellers - Chironomy Learn more at socialmediaclub.la

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Boosting Your Social Media Strategy
with Live Video and Short Form Stories
Tips from Our Panelists 5/21/19
Socialmediaclub.la | @smc_la
Dawn Ferguson, Director of Social Fabletics
• Don’t overproduce it. Remember that Snapchat (i.e. ephemeral content) took off when
Instagram had started to feel too overproduced—we were starting to share less
frequently because it had to be THE absolute perfect photo, which goes against the
ethos of social media. Our culture doesn’t always want glossy…they want reality.
• Make sure your content provides value, entertainment or access. We’re all busy
and it’s really easy to tap right through your stories/live. Be clear in the first few seconds
why we should continue to watch. Use captions, stickers and giphys to reinforce what’s
being said in the video, because many people watch with their sound off. And if you want
to hold our attention, teach or show us how to do something, provide entertainment, or
give us “access” to something exciting we would never have access to otherwise (e.g.
backstage, day in the life of a celebrity, etc).
• Play up authenticity & transparency; play down the sales pitch. We’re fighting for
people’s attention in the news feed right next to their closest friends and family (and viral
entertainment)! Don’t leverage organic social media to sell your clothes—use it to paint a
picture of what your customer’s life looks like when they’re wearing your clothes. Also,
transparency builds trust. People connect with people, not logos… So live/stories are the
perfect place to feature employees!

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Alle Fister, Founder Bollare
• Tag your location and any relevant hashtags to reach a larger audience.
• Live Streams should bring your viewers something special that they wouldn’t normally
see on your regular stories or grid. Build anticipation for your live streams ahead of
time.
• Engage with your audience! Utilize polls and questionnaires to interact with your
audience to receive a higher engagement rate.
Marcia Zellers, Founder Chironomy
• Know Your Audience - What platform are they on, and what kind of content do they
respond to? For example, Facebook is always tempting because they have the
strongest monetization tools, but younger audiences are less likely to be there.
• Keep It Short - 10 frames or less work best, anything longer and you should be sure
your audience is passionate and invested.
• Include a CTA - What do you want people to do? Embrace a hashtag? swipe up for
more? Make a purchase? Whatever it is you want them to do, make sure you let them
know in the first 1-2 frames, and tell them how to do it.
• Live is not always the best format - Make sure you have something compelling to
offer: talent with a social following or mass appeal, an exciting or interesting location, the
right setting/lighting/sound, etc. If there is not a compelling reason for something to be
live, there may be a better way to convey your brand message.
Lindsay Mauch, Founder & CMO LTM Digital,
President: Social Media Club LA
• Aim for the Red Circle - Make it a goal to have at least one Instagram Story frame live
every 24 hours. Doing this will create the red circle around your profile icon. People are
naturally curious and want to see the faces of the people behind the account and brand.
Doing this gives you another opportunity to stand out and be seen.
• Use 1-2 Broad Hashtags Per Frame - When it comes to hashtag strategy on Instagram
Stories, do the opposite of what you would do in the feed by using 1-2 broad hashtags
per frame. For example, you wouldn’t use the hashtag #keto in the feed because it has
over 12 million posts, but adding it to your Instagram Story frame could add a couple
hundred extra viewers to your frame.
• Repurpose Your Live Video Content for Other Channels - After you go live, save
your video to your phone so you can use it on other social media platforms. For
example, you can download your Instagram Live video and reupload for IGTV and/or
Facebook. You can also save Facebook Live videos and upload them to IGTV.