• Catalina Zbar

The No. 1 mistake studios make when live streaming

Live streaming can be done via various social platforms such as Instagram Live, Facebook Live and YouTube Live and can provide you the opportunity to attract a new audience by giving them a taste of what you have to offer. They will be able to get to know you and your style in a way that they might not have been able to before. They will be able to connect with you and your brand directly from their homes and give you the chance to create a relationship in a more direct way, at a time when people are craving connection AND movement! Assuming your account is public, these social streaming options are by default free and accessible to all. (Please refer to my post on my views on whether we should be offering free services).

Live streaming can be a great way to grow your audience. It can also be a great tool to stay connected with your previously established following, allowing you to speak with them directly before, during, and after the service offering. This could be a workout, or a Q&A session for instance, that can be used to further enhance the relationship.

When it comes to a more robust streaming platform, where you may require features such as privacy, authorization, embedding restrictions and security, you are establishing a different tone to the relationship between yourself and your customer base. You are enhancing the sense of community by having active participants come together to support your line of work and reap the benefits of your service. All of the participants are logged on at the same time from their homes and although they can't always see one another they know that they are not 'alone'. This has the added benefit of creating the routine aspect in the same way that going to a studio for a class does and, furthermore, creates a sense of normalcy around one's day-to-day which is something many are craving.

Having said that, the current landscape means a total upheaval of anything resembling normalcy for many of us, and providing on-demand workouts that can be accessed at any time throughout the day can be hugely beneficial. It provides the sense that you can do the workout in your own time, at your own pace, when you are done with work for the day, when your kids are finally in bed, etc. It also allows studios the added opportunity of appealing to a client base spread out across different time zones, an opportunity which they may not have had access to in the past.

Ideally, a studio would offer both live streaming and on-demand classes. This would create a win-win situation whereby the studio is maximizing its revenue generating streams and the customers are feeling listened to and looked after.

If you'd like my help on creating and promoting your content, or have any questions on the above, I'd love to hear from you! My email is catalina@telomereconsulting.com