The Power of Promotion

There’s a lot you can do with Zeacon Live Studio, and we’re adding to it all the time. With that in mind, we want to make sure you know how to get the most out of your livestreams and all the tools that are available to you in ZLS. In this article we’re going to dive into how to promote your livestreams before you Go Live to attract a larger viewing audience for each of your streams. You’ve put all the work into making some awesome content, now we just have to get some eyeballs on it!

Table of Contents

1) Know Your Audience

2) Make A Plan

3) Timing is Everything

4) Get Social

5) Leave Them Wanting More

Tip #1 – Know Your Audience

group of people in a movie theater

Whether you’re streaming a weekly cooking show, business-oriented advice segments, live gaming, a fundraiser, or adding interactive video to your existing podcast, you want to identify the types of viewers you’re trying to attract. It’s tempting to cast as wide a net as possible to attract viewers, especially early on, but focusing your content and your promotion on a specific segment of the market will usually yield better results.

What are you going to be creating content about? Who would be interested in seeing it? By answering these questions, you can determine a starting point for targeted promotion and grow your viewership from there. It will also help you to create engaging titles and descriptions for your streams to encourage more viewers to check them out!

Tip #2 – Make A Plan

Silver cartoon people connected to each other

Once you’ve determined who your intended audience is, you can create a plan for how to reach them. Our best practice recommendation would be to take a multi-channel approach utilizing email, social media, and word of mouth for your first few livestreams.

As you produce more streams, you’ll find which channels are getting you the most viewers and you can adjust your approach based on early results. In the Livestreams tab of your ZLS account, you’ll find a “Share” icon on the left side of the screen next to each stream you create which allows you to quickly copy the URL for your stream to include in emails, social posts, or anywhere else you’d like to distribute it. You can find this same feature and icon in the livestream itself right next to the title of your stream.

Tip #3 – Timing is Everything

business man behind a clock

“Success is simple. Do what’s right, the right way, at the right time.” – Arnold Glasow

Easier said than done! You’ve already done what’s right, the right way (created your livestream using ZLS), so when is the right time? When promoting your livestream, we would encourage you to begin no more than a month before you’re going to Go Live, and no later than a week before your stream begins.

The specifics of this will vary based on your particular topic and goals, but it’s a good guideline to keep in mind. If you begin a month in advance, give people a heads-up that your stream is coming and include your ZLS link to have them get it in their calendar. As you get closer to your broadcast date, send out a few reminders to keep it top-of-mind, but don’t bombard your potential viewers with daily reminders. If you promote your stream too much you risk losing people as they tune out your messaging.

The week ahead of your livestream is going to be an important time to focus on promotion, as it will be when the event is most likely to stick in people’s minds and when you can send out reminders a bit more frequently to build excitement for your broadcast. If you’ve got a guest coming on include some information about them; if you’re focusing on a particular topic, give the viewers a little preview of what your livestream will cover. Revealing a bit more info about your upcoming stream the week beforehand will increase anticipation and promote sharing and word of mouth between friend groups that share interest in the topic.

Tip #4 – Get Social

phone with social media icons

One of the best tools you can leverage to promote your livestream before your broadcast begins is social media. If you spend a little time creating a handful of social posts that include the link to your livestream, you can quickly share those on your various accounts in the week(s) leading up to your stream.

You may need to tailor the wording a bit if you’re posting on LinkedIn vs. Facebook vs. Twitter for example, but if you have the framework in place already it makes cross-posting much simpler. We’d suggest posting 3-4 times in the week prior to your livestream on each platform you use, allowing at least a day or two between posts on each platform.

For example, you may post about the stream on Mon-Wed-Fri on Facebook, Tues. and Thurs. on Instagram, and Mon. and Fri. on LinkedIn. Not every channel needs a post every day but spreading out your posts in this way will ensure your followers on all platforms have a chance to see your upcoming stream. Be sure to include your livestream link in your posts to make it easy for them to watch!

Tip #5 – Leave Them Wanting More

african american man smiling while holding a tablet

The best time to promote your next livestream is during your current livestream! People who are watching your livestream are already interested in your content so that hardest work has already been done. Now, you just have to show them that you’ve got more in store for them when they come back to the next one.

Going back to Tip #2, when you make a plan part of that plan should be what you’ll be covering in your next couple of streams. This will allow you to tease content for your next livestream during your broadcast and give viewers a reason to tune back in when they hear about the next topic or topics you’ll be covering!

You don’t need to get into a lot of detail but give your viewers a couple of high-level ideas to get them thinking about your next stream. If you’re doing a music-centered stream, for example, you can mention that on the next episode you’ll be breaking down your favorite album or talking about music theory with a special guest. If possible, weave these “mini-commercials” for yourself into your stream a couple of times throughout your broadcast so that viewers who may be tuning in for a segment but not staying for the whole stream can still be exposed to your promotion.

Ready to jump into livestreaming? You can sign up for your FREE Zeacon Live Studio account here: and apply these tips right away! If you’d like to learn more about customized solutions for specific use cases, contact us at and we can work together to build a unique plan for your streaming needs.

About the Author

Adam Purkey is the Customer Success Manager at Zeacon and like Hannibal from the A-Team, loves to see a plan come together. He’s worked with a diverse set of clients to produce many successful livestreams, hybrid events, and completely virtual events…no matter where or how your people want their content delivered to them we can help you achieve it! When he’s not helping to connect relevant content to an engaged audience, he’s out in the woods snapping photos of the PNW and putting them up on his website at Explorer Imagery.


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