Building Buzz: How Pre-Promotion Enhances Your Live-Streaming Video Strategy
In today’s media-saturated world, video is always a good reminder that it is non-negotiable for businesses that want to stand out, connect with audiences, and make an impact. But creating video content is only half the battle. If you want your audience to show up, tune in, and engage with your live streams, you need to be strategic—and that’s where pre-promotion comes in.
As someone who has spent decades in the media industry, I’ve learned that the work you do before an event can make or break its success. Whether preparing for a major broadcast or a small business live stream, your ability to build excitement beforehand will determine how many people show up and how much they engage. Let’s break down why pre-promotion is essential to your video strategy and how you can make it work for your business.
The Power of Pre-Promotion
Think back to the last time you were excited about an upcoming event—whether it was a concert, movie premiere, or live broadcast. Did you stumble upon it by accident, or were you already counting down the days because of all the buzz surrounding it? More likely than not, you were pulled in by clever pre-promotion that gave you a taste of what was coming, built anticipation, and made it impossible to resist tuning in.
For your live stream, it’s no different. If you’re expecting people to drop everything and watch without having built up interest ahead of time, you’re setting yourself up for disappointment. Pre-promotion doesn’t just attract viewers; it primes them for engagement and positions your content as something they can’t afford to miss. When appropriately executed, pre-promotion is one of the most important pillars of a strong video strategy.
Step 1: Tease Them with a Taste
Creating an enticing teaser is your first step toward pulling in your audience. This is your opportunity to give them just enough to pique their interest without giving away too much. What can they expect from your live-stream that will make it worth their time? Will you have an industry expert sharing insights? Are you revealing something exclusive or valuable? Whatever it is, highlight it in a way that feels compelling.
In my years producing high-profile television segments, I always emphasized the power of a solid lead-up to the main event. A well-crafted teaser sets the tone, establishes authority, and leaves people wanting more. The same applies to your live streams—show your audience why they should save the date and what they’ll gain by tuning in.
Remember, a teaser isn’t just about announcing the event; it’s about showing people the value. You can even frame it as “Here’s what you’ll miss if you don’t attend.”
Step 2: Spread the Word on Social Media
Social media is your most dynamic tool for pre-promotion. Whether you’re using Instagram, LinkedIn, or Facebook, you have an opportunity to reach and engage with audiences before the event begins. Leverage that power to get people excited by creating short, engaging posts that tie back to your teaser.
Hashtags like #VideoStrategy, #LiveStreamSuccess, and #VideoMarketing can help your content reach a broader audience while connecting to trending conversations around live-streaming and video marketing. But here’s the secret—it’s not just about posting. It’s about engagement. Respond to comments, ask your followers questions, and even encourage them to share your live-stream details with their network. The more personal connections you build during pre-promotion, the more likely people will show up.
If you’ve ever produced content that reached a national or global audience, you know how important it is to create momentum early. You want people to feel part of something exciting before the main event starts. So, post countdowns, create behind-the-scenes sneak peeks, and make your audience feel like they’re getting a VIP experience leading up to the live-stream.
Step 3: Make it Personal with Email Invitations
In this business, there’s nothing like a personal invitation. Your email list consists of people who have already expressed interest in your content. Use that to your advantage by sending personalized invitations that give them a reason to mark their calendars.
Craft your emails to speak directly to what your audience values. “Join us for this exclusive behind-the-scenes look at [X]” or “Don’t miss this once-in-a-lifetime opportunity to learn about [Y]” are simple but effective ways to get people excited. Let them know what they’ll gain from attending your live-stream, and make it easy for them to participate by including clear calls to action and reminders.
I always say, “Don’t underestimate the power of email.” Television networks do this all the time—personalized invitations to special screenings, exclusive first looks, you name it. Your business can adopt the same approach on a smaller scale by crafting emails that make your audience feel like they’re receiving something exclusive.
Timing Is Key
Timing is crucial when it comes to pre-promotion. A common mistake I see is businesses either starting too late or promoting too early, losing the audience’s interest. You want to hit the sweet spot—start promoting your live stream anywhere from a few days to a couple of weeks beforehand, depending on the scale of your event.
If your live-stream is tied to a big launch or announcement, start the buzz a little earlier, but keep building momentum with consistent touchpoints. The idea is to keep your audience’s attention and anticipation high without oversaturating them.
Pre-Promotion: A Key Ingredient in Your Video Strategy
If there’s one thing I’ve learned from years in the media industry, success rarely happens by accident. Behind every hit show, compelling broadcast, or successful live stream is a well-thought-out strategy, and pre-promotion is one of the most essential pieces of the puzzle.
By creating anticipation and engaging your audience early, you set the stage for a successful live-stream that goes beyond views—it becomes an experience your audience actively participates in. And that’s the ultimate goal of any effective video strategy—not just passive viewers but engaged, invested participants.
So, the next time you’re gearing up for a live-stream, remember: promotion isn’t something you save for the event day. It starts well before, with a smart, deliberate pre-promotion plan that ensures your audience is ready and waiting for you when you go live.
