
"Live video has quickly become one of the most powerful ways for businesses to connect with audiences, build trust and showcase the people behind the brand. Yet for many business owners, it's also one of the trickiest formats to get right. The camera captures everything-not only confidence, clarity and culture, but also hesitation, over-preparation and mixed messaging. The difference between a live video that inspires and one that falls flat often comes down to avoidable missteps,"
"Stop using scripted content. Make it genuine and something your audience wants to hear. I just did this recently on LinkedIn, talking about employee retention and how our people are our greatest assets. It's true, and it's a great topic to showcase the culture of my agency without a sales pitch. - Laura Davidson, Laura Davidson Public Relations 2. Overly Promotional Messaging Stop turning live video into a commercial."
Live video offers businesses a high-impact way to connect with audiences, build trust and reveal the people behind a brand. The format exposes both strengths—such as charisma and culture—and weaknesses like hesitation, over-preparation and mixed messaging. Many live broadcasts fall flat due to common, avoidable missteps including scripted storytelling, excessive polish and overt promotion. Effective live content centers on authentic storytelling, raw human energy and audience-focused value rather than self-promotion. Simple, genuine performances and reduced editing create better engagement and trust, turning live streams into powerful brand-building opportunities.
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