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How to Sell Sponsorships and Integrate Partners in Podcasts and Video Shows

Sponsorship is an exciting and necessary part of operating a media product, as it brings in revenue and can help with distribution as well. 

Sponsorship supports many podcast and video shows as the sole revenue source. Other shows choose not to integrate direct sponsor relationships. This can be the case for businesses relying on YouTube ads and those that are promoting their own services or products within the production.

For companies and organizations that do wish to integrate direct sponsorship, we have developed a brief how-to guide below with resources included that can help you launch a sponsorship campaign.

How to Identify a Potential Sponsor

Potential sponsors are everywhere. Brands need marketing. People watch videos and listen to podcasts. The value sponsors get is being seen by the audience of a show or podcast. Partnering with an existing show to get your brand’s messages out there can be easier and cheaper than developing your own show for some companies.  In this way, visualize who would benefit from your show.

Yet, finding the right sponsors for your show can be challenging.

Potential sponsors will have a similar target audience to your target audience. As you build your audience, a sponsor can benefit from this. Other aligned values can also be useful. For example, supporting kids sports leagues with a banner makes a lot of sense for local businesses because it brings them awareness and a positive message.  It doesn’t mean that the banner drives customers on a daily basis. But the association and awareness is positive for a business. They share similar target audiences.

Traits of potential sponsorship partner

  • Similar target audience as your show
  • Actively advertising online
  • Common values 

How to Position Your Show With Sponsors

Visualize why somebody would want to sponsor your show before heading out to meet with potential sponsors. Granted, you will learn a lot by just getting out there and doing, but you do want to have an idea about what you think will help a sponsor before taking up their time.

What is your value proposition? Most sponsorship works by you promising to deliver an audience and conversion in terms of awareness or actual conversions. You can articulate this in three main ways.  

Sell audience

Explain your show in concise terms, with specific demographics that you reach and how the audience interacts with your show. If you have an existing show, analytics can help tell the story. Look at audience demographics, keywords and location. That data is gold for sponsors. If you are planning a new show, then articulate your goals around the target audience and make some mathematically supported assumptions that help tell the story of the audience you’re building. You want to get to a number. You want to be able to speak about your projected audience size and demographics with confidence.

Sell conversions

Explain what conversion that an advertiser can expect from partnering on the show. It can be helpful to plan where you will drive conversion throughout the show. You will also need to be able to track the conversions to back up what you say and to deliver reporting so your sponsor partner can assess progress during the upcoming episodes and campaign you are managing on their behalf. Commonly podcasts and videos introduce advertisers at the beginning, middle and end of their shows. In addition, advertisers often give shows a unique code or landing page to help track conversions based on the sponsor presence in-show.

How to Fulfill Your Sponsorship Creative and Integration

In order to support sponsors, you will need to develop inventory.  Shows often can carve out structural positions within the show to announce partners.  You can also develop special segments within your show to feature sponsors. It is a delicate balance because you do not want to overwhelm your audience with sponsor messages that can be distracting and take away from your show content.  However, a good sponsor will make sure to have a valuable offer for your audience and it should add value overall.

Common Assets in Podcast and Videos

  • Opening: the introductory phase of the show creates a logical sponsor placement opportunity.
  • Middle: many shows break up their show with an advertising break one or more times through the show.
  • End: the end of the show creates another logical sponsor placement opportunity.
  • Special Segment: this is a great technique to add sponsor inventory and advance your show. Many shows design a special segment to highlight new or different information and it creates a special opportunity to showcase a sponsor.
  • Call Outs: shouting out sponsors can be done tastefully during the course of a show, without interrupting the audience experience.

Fulfillment of Sponsorship

A sponsor partner will expect professional experiences and results as you engage in your business relationship. Fulfillment includes all of the activities and assets that go into delivering the proposed campaign within your show. Fulfillment means doing the work and showing it to your client.

Suggested Process

  • Scope Assets: define what the assets in your show will be.
  • Mock Assets: create the assets in your show and develop a proof for the client.
  • Finalize Assets: after approval, finalize the assets and store them for access
  • Integrate with Show Assets: drop in the show assets during your editing process
  • Provide Reporting: Measure the results and metrics around the sponsor assets and provide regular reporting to your new sponsorship partner (i.e. client).
  • Adapt & Adjust: Make adjustments to the sponsor assets based on reporting and performance.
  • Production Meeting: host a regular meeting with clients to review their role in production and results. Weekly may make sense initially. Over time, monthly or quarterly is a good rate depending on the engagement.

Develop Your Outreach Process

Sponsor outreach tends to be a numbers game. Once you identify the traits (i.e. define profile) of sponsors that you feel are a good match for your show, the next step is to reach out to them and offer the space.

Sponsor Outreach Process

  • Research: define the profile of your target sponsors.
  • Build a list: create a list of at least 100 targets that match your profile traits.
  • Create offer: You will want to have an overview of the show which can be developed loosely based on your treatment, along with a rate card (i.e. price list).
  • Connect and Follow Up: Call, email, DM. Ask for a meeting and get ready to make your presentation.
  • Present: Meet and make your pitch!

Analytics, Reporting and Conversion for Podcasts and Videos

The digital age is a beast.  If you produce content, there are unlimited inputs and outputs, platforms to consider and comments that can make you want to rethink your strategy entirely. Information is everywhere.

On one hand, it is raw and nobody knows how an audience will react to your content until it is out there in the real world and enough people see it where you can tell if it is well received. Phenomena like TikTok and Instagram pop up effectively making success stories out of individuals winging it. On the other hand, services like Google Analytics and Facebook enable reporting and testing to an extent where you can craft your show to drive better results, nearly in real time.

Analytics and metrics help you understand how the audience interacts with content and where the audience comes from. This information can help make decisions about what to produce and how to do it.

What are analytics for podcasts and videos?

Analytics are measurements of the engagement around your show. Reporting is the format of the analytics data.  And conversion relates to the rate at which your goals are met.  For example, does the audience convert to the next step within your objective? If they do take the next step, that is conversion.

Key performance indicators (KPIs) are the metrics that you establish for your objective.

When we talk about show development, podcasts and websites, there are key metrics to keep your eye on. Your show’s key metrics could depend on your objective. Somebody selling ads will want the audience to interact with your show and have long sessions of screen time, where they don’t leave the show. Somebody that wants to be viewed as a consultant may prefer click throughs during a break.  Somebody that publishes short videos may just want views per month.  

Common Metrics for Podcasts and Videos

Check out the major metrics to consider when hosting your particular media production. Understanding these will go into your long term strategy and also adjustments you will make to meet your objectives in media production.

Metrics for Videos

Video metrics can give you insight about how your audience engages with your content on places like YouTube and Vimeo. 

  • Subscribers: the number of users that opt in to receive alerts about all videos you publish.
  • Unique viewers: the number of different people that have watched your video.
  • Avg. view per user: how many times a particular user views your video. 
  • Avg. watch time: the average amount of time that an individual watches your video.
  • Views per video: how many total plays your video has.
  • Engagement: social shares and comments that users leave on your video and/or use with your video.

Metrics for Podcasts

Podcast metrics can give you insight about how your audience engages with your content on places like Sounder, Spotify and iTunes. 

  • Subscribers: the number of users that opt in to receive a notification when your podcast episodes are released.
  • Unique listeners: the number of unique users that listen to your podcast episode.
  • Downloads: the number of times people download your podcast episode.
  • Listeners per episode: the number of unique listeners that choose to listen to your podcast episode.
  • Plays per unique listener: the average number of plays per unique user.
  • Avg. listens per unique listener: the average number of times that 
  • Avg. listen time: the average length of time that people listen to your episode.
  • Avg. listens per episode: the average number of listens across multiple episodes.
  • Traffic Sources: the source of listeners that log on to your episodes.
  • Keywords: keywords that people enter to find your show and end up listening.
  • Audience Demographics: age, location, and interests information about listeners.
  • Engagement: social shares and comments that users leave on your video and/or use with your video.

Metrics for Websites

Website metrics can give you insight about how your audience engages with your content on your website. 

  • Unique visitors: the number of unique users that visit your website.
  • Page views: the number of page views on your website
  • Avg. page views per user: the average number of pages that a user visits on your site.
  • Traffic Sources: the source of users that visit your site.
  • Conversions: the number of conversions on your website. Conversions are set up within metrics by you.
  • Audience demographics: age, location, and interests information about users on your website.


Conversion metrics can give you insight about how your audience engages with next steps produced in your content.

  • Ad click-throughs: the number of times someone clicked on an ad out of your episode.
  • Email subscriber: the number of people that register to receive emails from your organization.
  • Subscriber: the number of people who opt-in to receive alerts when a new episode is released.
  • Schedule meeting: the number of users that deliberately schedule a meeting when watching your episode.
  • Orders: the number of orders generated by click-throughs on your episode.

Distribution – Promoting Your Show and Content Online On a Budget

Leave no stone unturned – it’s distribution time. That means the work begins after production.

Media Distribution refers to and means methods, by any means, for the publication, transmission, dissemination, distribution and/or delivery of Marketing Media, including podcasts, videos articles, memes and any other content you develop. Simply put, distribution is the process of getting your content viewed by your target audience.

Making great content is useless without your target audience getting the opportunity to watch it or listen to it or read it. Now that you’ve created fantastic content for your target audience, make sure they can see it and interact with it and otherwise love it by distributing the content online, everywhere and every way it could possibly make sense.

There are several techniques to get your media out there. We have outlined 5 methods to get your content seen after release.

Step 1: Publish Direct to Social Profiles

Ideally you have a fanatic social media following just waiting to see what your next post is. So you post your new show to your social profiles on places like LinkedIn, Instagram, Twitter, TikTok, YouTube and Facebook. Your audience sees the content on these platforms and they watch it or read it or listen to it. Simple, right? Well, not everybody has this robust audience in place.  Lots of people that produce content are doing so to actually boost their presence and to develop a following on these platforms. Either way, posting on your social media profiles is step one on distribution.

Step 2: Publish to or Get Shares on Other People’s Social Profiles

Do you have partners or supporters? If so, a great way to get your content seen is to request that your friends post a quick note about your new content. This takes some up front planning prior to release of an episode.  It is helpful to pre-write a message and design a custom post for a partner.  Then, you can reach out with a quick email and DM and say something like: we are releasing this Tuesday. Would you be willing to post this on ‘Twitter’ (for example) to help us promote the show? We would be happy to promote you in the future.’

Even simpler than a custom post promoting your show is a simple share of your post. This is even less work for your partner. It is still helpful to pre-write a message for your community when you ask for help like this. But the process would be 1) post your show 2) message your community and ask for share.  A good message is: Hey there, please share and like to help us promote the show. Send me yours when you need help. We would be happy to promote you in the future.’

Partners to Promote With

  • Friends
  • Partners
  • Guests
  • News sources

Step 4: Email is a Fantastic Way to Promote Your Media Productions

Email is still king when it comes to engagement and ROI. That means getting your media production out by email to a curated email list is very powerful. Social media is great for easy engagement. Email wins for deeper engagement and frankly there are just more email accounts than social media profiles in the world (i.e. around 8 Billion).

With that said, a great way to get viewers for your show is to email them. Ideally, you have a massive email list and just send it out.  If not, you could leverage a partner list and request that they promote your show similar to the social process above. Or, you could have a channel partner that does this as well.

If you do not have an email list, then you should start building one by integrating your website with a newsletter service and mentioning that in your media productions to drive that conversion.  There are other ways to build lists fast as well, such as purchasing a list or community outreach and asking for opt-ins. Growing your email list could be an objective or strategy for your show overall.

Step 5: Public Relations Outreach to Promote Your Show

A more formal approach to promoting your show could be warranted if you have the budget and strategy you believe in.  Public relations works great with media shows. Write a press release and link the show. Try to identify a relevant story angle that helps your target audience. You can submit a press release broadly by a service like Cision for a couple hundred dollars. This press release will get picked up by several news sources which then gives you more content to share on social media and on your website resulting in more attention and activity online, thus driving viewership. It is not a silver bullet. However, this method can be effective depending on the true impact of your show. Another angle in public relations is reaching out directly to bloggers, who address your target audience.

Step 6: SEO and Long Term Promotions

Slow but sure, the turtle wins the race. Think of SEO as the turtle. This does not happen overnight, but the more you post your media and promote it, the more SEO power your site, brand and social profiles command. 

A recommendation is to write an article about your media production episode every time you release.  Then, post it to your blog, link the media content and submit the new blog post to Google, Bing and Yahoo at minimum.  While results will not come piling in overnight, your efforts will be recognized by search engines and ultimately drive traffic to your properties if you configure keywords and write content correctly.

Editing and Post Production for Videos and Podcasts

Editing is the final process around producing your show. After editing you are ready to promote your content.

Editing consists of taking the video and audio footage and bringing it together in a cohesive package that makes sense. During the capture process of show development, where you recorded video and audio, many clips were captured for use.  Editing is the process where you cut out moments that are not useful and you transition between clips to help the audience process the footage.

The formal definition of editing is to prepare (motion-picture film, video, or magnetic tape) by deleting, arranging, and splicing, by synchronizing the sound record with the film, etc.

Video Editing

Pros use software such as Adobe Premiere, Adobe After Affects and Final Cut Pro to edit video clips and add transitions. Canva, an online software as a service solution is also a simple program to get started editing videos.

Video editing is an artwork in and of itself. Define a style for opening, closing and transitions between clips. That baseline can help your videos look professional and deliberate, even with less experience than other editors.

Audio Editing

Pros use software programs like Adobe Audition to edit audio footage.  Audition allows you to control all aspects of the captured audio.  Adobe states that Audition is a comprehensive tool set that includes multi track, waveform, and spectral display for creating, mixing, editing, and restoring audio content.

Similar to video editing, you want to establish a standard beginning, end and transition style as a baseline to your productions. From there, you can drop in more clips and add transitions, but that baseline helps to establish professionalism right away.


Think of transitions in video and audio clips where it is a technique used to connect one shot or clip to another.  

Video Transitions

  • Standard Cut 
  • Fade In
  • Fade Out
  • Cross Dissolve
  • Wipe
  • Iris
  • Flip

Audio Transitions

  • Standard Cut
  • Fade In
  • Fade Out
  • Music or Sound Effects

File Types

The most common audio file type is MP3 and the most common video format is MP4. These file types are solid for distribution on a variety of platforms online and that makes them the primary files types that Contentz uses to deliver footage to clients for distribution.

Use of License Free Music and B-Roll Footage

Budget limits most small businesses from producing their own music or background video footage. Creative Commons (CC) is an internationally active non-profit organization that provides free licenses for creators to use when making their work available to the public. These licenses help the creator to give permission for others to use the work in advance under certain conditions.

Producers can use Creative Commons material so long as they clearly give credit to the owner. You can find license free audio and video footage to use in your productions, provided you credit the owner as described when you access the footage.

To properly attribute credit to the owner, include the labels below.

Attribution for Creative Commons

  • Title
  • Creator
  • Source
  • License

How to Setup Audio For Your Video or Podcast

There is a saying in podcasting that goes: the way you use the equipment is more important than the equipment itself. In other words, it’s not necessarily about what type of microphone you have, but it is more about how it is positioned and how a speaker addresses it. This is called microphone technique.

We lay out both microphone technique in the Contentz studio, along with the configuration of microphones and software that we offer.

Microphone Technique

There are four main aspects of microphone technique. Mastering these can make your production sound fantastic. They are mic level, proximity, voice level and mic angle.

Mic Level refers to the balance between gain and fade on the mixing board. It controls the quality of audio. If it is not set correctly, the audio will not work at high and low volumes. It makes editing more difficult. The professional recommendation is to adjust the gain knob on your audio interface or mixer until you can hear it buzzing in your headphones, then turn it down slightly.

Proximity refers to the distance between the microphone and guest or host (ie speaker).  The closer you are to the microphone, the deeper quality (ie better quality audio) is captured. Quality drops as a speaker gets further away from the microphone. Start with about four finger widths between your mouth and the microphone. Test it and adjust based on what you hear.

Voice level refers to the way somebody speaks into the microphone. If you yell or project more than normal, it can lead to reverb and lousy audio capture.  If you naturally speak loudly, then you can adjust mic level and proximity to account for it. If you speak softly, the same applies.  The best way to record audio is to speak at a consistent level. Avoid extremes.

Mic angle refers to the direction of the microphone. There are two variations. First is on-axis recording, which positions the microphone as perpendicular to the floor or mounting surface and pointed directly up to the speaker’s mouth. The second variation is off axis, where the microphone is twisted to the side to reach the speaker.  On axis results in the brightest recording. Off axis results in less sensitivity to high frequency noises.

Configuration or Microphones

Contentz supports up to four microphones, offering both mounted devices and stand alone microphones.  Lapel microphones are also available.

How To Setup Cameras For Your Podcast or Video Show

There are several ways to configure camera setups for show production. Some creativity can go into this area of show development.  Positioning cameras can emphasize main points and it can assist with capturing meaningful moments with a guest or host.  Cameras can also be used to generate humor in your production, similar to the way ‘The Office’ uses the one-to-one confessional technique where the guest takes the audience out of real time to explain their true feelings.

In person Contentz productions can support up to two cameras in the studio setting and up to 40 on Zoom. Zoom production can be remote, which enables additional characters to connect with their own cameras.

One Camera Setup – camera one in person

A one camera setup captures horizontally oriented footage where both guest and host can be seen at all times. This is a camera in the studio, featuring a shot of both the host and guest. If there is more than one guest, then the camera and guests will be situated where the camera can capture the entire group in one angle. This will match your studio design.


  • Looks ad hoc which can add to the charm of the podcast/video series format
  • Does not require additional resources to cut to different shots
  • Editing cost is low as a result of only one set of footage needing to be edited


  • Limited options to edit different angles
  • No ability to emphasize different points or deliveries by characters. What you see it what you get.

Two Camera setup – horizontal permanent view and cut to camera

Contentz’ in person studio can accommodate up to two cameras. Two cameras can be useful to capture the finer points on a show. If you have an engineer, then two cameras can be used to capture wide angle footage and close up, giving your show flexibility.

Camera one is typically set up as a wide horizontal view capturing all activity, with both guests featured. Camera two is typically set up with an engineer managing cut-to types of moments, which are scripted.


  • Individual cut to: gives ability to edit to more close up or focus on one particular guest
  • Medium editing budget: footage can be used to emphasize the point made by an individual


  • Editing budget can be more expensive than a single camera, in particular if you want to have an engineer adjust for close up on camera two. If you do not need zoom-in, then Zoom conference footage can replace two camera footage.

Multi Camera Setup – Zoom Panel (2+ cameras)

Multi camera setup refers to one or two in person cameras mixed with footage on Zoom for guests that are remote and/or more than one guest along with the host.

Multi camera footage is easiest to capture on zoom, in terms of budget and ease of editing. Zoom automatically edits individual close ups in this format.  Zoom plus one or two in person cameras can accomplish the effect of wide angle, close up and cut to types of footage.  Mixing the three elements of One Camera, two cameras and zoom footage can help get all of the shots you need for your show.


  • Capture more than (1) host and (1) guest. Add up to 50 members and feature their comments in a logical way on video.
  • Leverage the in person cameras without having to worry about close ups on face.


  • Editing budget can be high if you want precision mixing up to two in person cameras, along with the Zoom footage.

Set Design – Choose the Look and Feel of Your Show

Set design can help create ambiance for your production and it will support the style of your production.

For example, some shows take place in a laid back, more conversational tone, where guests and hosts sit on couches, perhaps in street clothes.  Other shows set the tone with a news desk type of look/feel, with two characters facing each other and looking eye to eye.

There are three popular styles of set design supported by Contentz. If you require a different set design, you are free to bring in your own props.

Casual Talk Show (Couches)

  • 2 couches
  • Floor lamps
  • Lapel microphones
  • Background
    • Green screen or dark shades
    • Signage: TV

News Desk (2 Chairs)

  • 2-4 chairs
  • News Panel
  • Green screen
  • Microphone stand on desk

Informal Studio Look (4-up Table)

  • Table – up to 4 people
  • Mounted Microphone extensions affixed to edge
  • Chairs not visible in camera angles
  • TV in background

How to Write a Show Outline

A show outline helps pull together everything you need to produce a specific episode.  It will have an overview of the show, information about the guests and topics and specific questions that will be asked during the show.

Think of a show outline as a treatment for the episode specifically, whereas the treatment itself handles the entire series or show as a whole production.

Develop a show outline for each episode that you plan to produce. This document is useful for staff that sets up the studio. It gives them specifics about your needs in the studio and it gives them information about what to prepare for in terms of segments or adjustments to equipment that may be needed. The host will use the show outline to prepare any notes that will be used to enhance the experience for the guest. Guests like to prepare for any questions that will presented as well.

There are five elements to the show outline.

Show Theme:

The show theme is a short paragraph that explains the point of this particular episode in concise terms. Think through the objective of the show and something that gets viewer attention. Don’t use passive language. Try to present the value of the episode in this phrasing. Ultimately this theme phrase can be limited to one sentence at least.

Add any details about the show and points you plan to make under this section.

Guest Background

Collect information for the host to review prior to going live with recording.  Most hosts do not want to ad lib the interview entirely. Obviously this will depend on your format but collecting information about the guest’s professional life and work background helps educate the host on the direction of the conversation and it will give them ideas about relevant comments that can be made and questions that can be asked to make a successful, engaging interview.

Easy ways to pull guest information:

  • LinkedIn profile
  • Company website
  • Personal / Organization website
  • Social Profiles 

Requesting guest background information directly from the guest can be helpful as well. This gives the guest a chance to share what they want you to talk about on the show, versus surprising them with information they are not prepared to communicate about.  Again, this will depend on the objective of your show as well as the style, but it is recommended that you consider the guest background prior to hosting for production.

Guest engagement

Guest engagement is extremely important when developing  video or audio show.  Nothing loses an audience like a guest that is not engaged or comfortable on camera or on a recording.

As an exercise, write out three ways to engage the guest for each interview. Easy examples are professional background questions, personal interest questions, and how the guest got on the show.  We have included some examples below. Feel free to use them and customize these questions for your guests.

Professional Background

  • How did you get started in this industry?
  • What has been the biggest highlight of your experience in this industry?
  • What has been the biggest challenge for you in this industry?
  • What have you been up to lately at work?

Personal Interest Questions

  • I understand you are interested in ‘x.’ How is that going?
  • How about those Warriors?
  • How about your community? What’s it like living there?

How show episode came to be

  • So why are you here today? It’s a great story, tell us about it.

Core Interview 

The core interview should start with three segments.  You can add more or have less, but for planning purposes, it is always good to have three segments when planning an interview.

As an exercise, list three major topics.  List five questions for the guest within the three major topics.  Take another look at the questions and reduce them to 3 per section.  Then, go ahead and write out any details about the questions that a host could make as statements or a method of qualifying the question.

Next Steps

The beauty of content is that you can provide your audience with something to do and measure the conversion. For example, think of advertising.  The ad plays and generally advertisers include a call to action, so the audience can go buy the product or learn more after they watch the ad.

Your production can generate the same results as advertising for you and your guests.  Define next steps as they relate to your guest and your production or business for every episode. Perhaps you use the same conversion on every episode.  That is fine of course, and it is your choice.  But note that guests present different opportunities and you generally want to help your guests with their own objectives. Promote a next step for your guest and outline it in the show outline so your host and production staff can present it with taste and also so it is effective.

Live Streaming – Social Media During the Show

Live streaming events are powerful and growing in popularity on social media. Youtube Live, Instagram, Twitter and Discord all give special treatment to live events with more than 150M Americans tuning in to live streamed events. The networks promote live events heavily, which helps grow your following.

Live events are prominently displayed on social platforms so people can easily find them and join the conversation. This makes it easier to grow followers and/or subscribers so your audience grows over time, giving you more control to message directly from your channels in the future.

Consider making your studio time live in order to Leverage Twitter Spaces, YouTube Live, Twitch or Discord Stage Channels, where you can interact with a live audience remotely. This is a very engaging form of content, albeit less controlled because it is live. 

It was reported that during the pandemic, people watched live videos 10-20x longer than pre-recorded videos and that 70% of people replaced live events with streaming videos in terms of their free time.

5 Popular Live Streaming Platforms

Virtually every social network hosts a live event or live streaming function. However, for podcasts and video zoom panels, which Contentz helps you produce, we have aggregated information for the five most relevant live streaming channels for our clients today.

YouTube Live

YouTube is Google’s video network that is extremely popular with over 2 Billion users. That means all demographics are covered. The site has so much content pushing through every day that it serves as a search engine as well. YouTube Live allows creators to interact with users via live video and real time chat. The videos automatically save as well. The cloud storage aspect of the service is unparalleled with YouTube enabling unlimited storage. Some services restrict this. YouTube is traditionally a space for longer form content. You will want to plan how to use YouTube versus other platforms and YouTube live is a great option for live streaming. If YouTube is a part of your strategy overall, then YouTube Live is a great way to push up stream counts and subscribers. Building your subscriber base unlocks additional features. For example, you can customize your links, thumbnails and more.

Twitter Spaces – powerful audio rooms on popular platform

Twitter Spaces is a powerful feature from Twitter that allows any user (business or personal) with 600 followers or more to host a live audio conversation on the platform. There can be one host and 11 speakers. When you go live with a space, your followers see a purple bubble at the top of your timeline for the durations of the conversation. The powerful thing about Twitter is that 50% of their users are on Twitter daily and the primary age demographic is 35-49 years old. This age group is responsible for buying decisions in many industries. Last, 90% of the population knows what Twitter is, so there is little waste in promoting the service to your existing audience. Alternatively, teaching a contact about Discord may present challenges due to the learning.

Discord – the home of Web3, Crypto and More

Discord lets friends chat with each other either one-to-one or as a group via a server. Don’t be scared off by the term server. For the novice, the user experience just feels like selecting a list of chat rooms. It’s not difficult technically. Discord streaked in popularity during the onset of Crypto, NFT trading and Web3 in 2021.  Businesses or individuals can use the service to send direct messages, have video calls, voice chat and screen share on the platform. Over 250M people are on the platform. This is where groups broke out and have aligned on projects and where projects have distributed information to groups of people at one time. It is a powerful platform that is becoming more mainstream and useful to regional businesses.

Instagram Live

More than 1 Billion people use Instagram every month, and it is one of the most popular platforms for small businesses. This is because it is easy to use, appeals to a mass audience and it is interactive.  Instagram’s DM offers voice recording message feature, vanish mode and linking, making it nearly as effective as email for small businesses, especially on initial outreach.  Like the other platforms, live video is promoted front and center and it that makes it easier to attract viewers and grow your following.  You are able to save live videos and many companies opt to deliver these as short reels in posts or stories.  These actions are rewarded by Instagram and pushed to the front of other posts that feature still footage. Around 60% of influencers say they get the best engagement from Instagram.

TikTok Live

TikTok exploded onto the scene over the past couple of years, specializing in short form video content. A powerful network of estimated 3.1M influencers have leveraged this into sales for small and large brands alike.  TikTok Live video boasts success stories for live shopping events. However, you will have to grow your following before you are able to access these features for your brand. It is written that you must be older than 16 years old and have more than 1,000 followers in order to use TikTok’s live shopping feature. A unique aspect to that feature is that creators may receive virtual gifts from watchers, if they are 18 and over.  There is lots of room for development as TikTok matures its offering. Consider adding TikTok to you mix on social and add live shopping as it fits.


Pull up your show objective and match that with whatever live streaming service you choose. You will want to make sure your objective and strategies match the audience and tool set within your streaming service.  For example, if you don’t want a gaming audience or traits a gaming audience has, then you would be building that audience on a service like Twitch. Building an audience may be lucrative but the cost may exceed your budget. These things need to be understood before investing time and money on a platform.