Live streaming may feel like a trend of the past, but platforms like TikTok are proving it's a powerful, modern tool for aesthetic clinics to connect, engage and grow their audience in real time – Alex Bugg explains how.
I can hear the groans behind your magazine from my desk in Coventry. “Going live on social media? That’s a bit 2018.”
Why live streaming is trending again
Yes, that’s when Facebook Live took off. Anything less than NASA-quality wifi, and the stream was grainy and laggy.
However, if you go online today, you can’t avoid live content:
- Instagram - Sends you notifications when accounts you follow go live
- YouTube - Is the second largest search engine behind Google, pushes live content on the home page
- Twitch - Was once just a niche gaming platform but is now growing with education and business content.
And, of course, TikTok Live.
The power of TikTik Live for clinics
TikTok live content is embedded into the for you page (FYP or the home page), and TikTok’s algorithm actively pushes live streams.
It has the richest feature set for sales and promotions and monetisation options for creators who choose to go live.
Whilst these may not align with your medical aesthetics practice (TikTok shop is something that brands and distributors should consider), TikTok Live is a powerhouse in community building.
If your clinic is on TikTok, you must have considered using the live feature. But why are so many people using live streaming or going back to live streaming?
Top benefits of going live on social media
Online streams are arguably the most engaging social video format.
- Streaming is the best community-building tool, with real-time, authentic audience interaction
- You get exposure to lookalike audiences on TikTok, who share similar interests to your existing followers, allowing you to grow your reach
- Followers get notifications when you go live, encouraging them to check in
- On Instagram, YouTube and Twitch, you can save your broadcast to your feed
- Collaborating with other accounts is a great way to reach new audiences with other accounts on TikTok and Instagram
- Save time by streaming and then utilising the live content as content at a later date
- You inadvertently become better on camera by going live!
Essential tips for hosting a successful live stream
From a technical perspective, you just need a smartphone, a well-lit space and a good internet connection to go live.
An external microphone will improve sound quality and reduce background noise, but it isn’t essential.
Make notes around your planned talking points to allow you to fill your live between questions.
Bringing anecdotes, favourite products and case studies can help fill any ‘dead air’ whilst the conversation gets going. Remember, if you fail to prepare, prepare to fail!
Content ideas for branded live streams
If you don’t want to be seen to randomly be going live on the social platform of your choice, then you need to brand the streams, to elevate them.
You might opt to stream:
- Interviews - arguably the simplest and least ‘scary’ way to go live!
- Event previews and behind-the-scenes content
- Webinars
- Ask Me Anythings (AMAs) and Office Hours Q+As
- Watchalongs
- Live shopping
- Live vodcasts
Branded streams, with a distinct purpose, allow you to promote the broadcast beforehand too. Stories and countdowns are perfect for this, but you can even shout it out in your email marketing!
When should clinics go live? Choosing the right time
You should go live at when you think will be convenient for your audience.
No one time is perfect – and you must commit – but maybe 9am on a Monday won’t suit your patients! Lunchtimes, evenings and weekends are more popular. Then it’s time to go! Introduce yourself and be authentic.
Live content is expected to be unfiltered, somewhat ‘unplanned’ and real. Make sure you’re interacting with questions during the stream.
Making the most of your live content: repurpose and review
Then you need to analyse. What went well, and what can be improved? Don’t expect your live to blow up immediately; don’t see a small number of live viewers as a failure.
You can still download and repurpose useful clips into feed posts or transcribe the conversation and write into an article.
Should you commit to regular streams or keep it one-off?
Start streaming by trying a one-off broadcast with the above plan. Then review, refine and repurpose any of the content that came up in the stream, and consider if you’d do it again.
If you start a weekly or a monthly stream, these numbers will grow over time. The benefit of regular streams at a certain time and day means that followers can expect to see you.
Regular streamers lean into this and promote a certain day and time for people to tune in. As streams grow, they have the power to not only have a community engage with you, but with each other. As a bang-for-your-buck tool in your online presence, it is worth considering live streaming as your next social tactic.
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About the expert
Alex Bugg works for Web Marketing Clinic, a family-run digital agency which specialises in medical aesthetics. The business builds websites and delivers marketing campaigns for doctors, nurses, dentists, distributors and brands.
