Increase Brand Awareness on Social Media with Live Streaming Video
Live video streaming is becoming one of the most successful ways to engage internet users. Encompassing 90% of all content shared on social media, video is the most transfixing medium compared to any other. In 2017, 75% of all internet traffic was directed at live video streams. Divided amongst the major social platforms of Facebook, Instagram, Twitter, and Snapchat, viewers watch live streams 3x longer than prerecorded video. Not only are users sharing and clicking on video content, they are staying around to see what the buzz is all about. Thinking about incorporating live video streaming into your social media marketing strategy? The following tips and tricks will help you stay ahead of the curve in 2018.
Help your audience connect with your brand by sharing:
Company Announcements and Messages
For company announcements and messages, try live streaming events that directly link your brand to your audience. This gives viewers the opportunity to hear the latest and greatest your company has to offer. Live streaming this kind of content allows your followers to be in the moment and excited about big announcements or changes as if they were experiencing them right alongside you.
Real Life Culture Videos
Part of a successful social media campaign involves developing a sense of self among your audience. A way to build the dynamic between your company and your clients is to share real-life company cultural videos. An annual holiday video, for example, brings out the fun-loving and vibrant face of the company. This allows for a more personal feeling and something that people can relate to.
Events and Webinars
Sharing your knowledge and giving vital information to your audience can help them reach their own personal goals. A great way to share with a wider audience is by live streaming an event you may be speaking at. This allows you to be seen as a thought leader in your industry giving your audience the chance to develop a deeper level of trust in you.
Training and How-To’s
Live streaming content can also be a useful way for customers to get information. Videos that are instructional such as how-to’s or training can prepare the audience for getting the most out of your product or service. This format allows the audience to see a real person, putting a face with the company.
Best Practices to Keep in Mind
The concept of live streaming to some may be as simple as tapping a record button on your device and going. However, a successful streaming video cannot be disorganized. To have an audience captivated and wanting to come back for more, the prep and post work behind each live stream must be strategically executed.
Before You Live Stream a Video
Define your purpose. If you have to ask yourself, ‘why am I live streaming this?’, then the viewers will be asking themselves why they are watching your video. Give the audience a reason to want to watch to the end by having goals set prior to your stream. Do you want to grow your audience? Generate leads? Increase your mailing list? Increase sales? Without knowing your purpose, you will have a clunky and disjointed broadcast that will be painfully obvious to your audience.
After selecting your topic and establish what message you want your audience members to gain, it’s time to choose a format. What you choose will be dependent on your purpose. A question and answer session may be a good idea to grow your audience while a product or service reveal may be more suited if you are attempting to generate leads. Other formats that may work for your broadcast include how-to instructional videos, interviews, and behind-the-scenes peeks into company life.
Once you know what you want to say, and how you are going to say it, it’s time to figure out where you want to share it. Facebook, Instagram, and Twitter Live are the most popular platforms for live streaming videos. Once you have decided where your live stream will be published, you should tell your audience on that channel to stay tuned for your upcoming video. For example, you may want to tell your audience ahead of time that a live question and answer session is going to be taking place so they come prepared with questions. A call to action should relate to your purpose for going live. For instance, if you want to widen your reach, you may ask viewers to share the video on their pages. If you are looking to increase your mailing list, then include a link to the landing page in the broadcast caption to direct audience members there.
During the Live Stream
Knowing what you are going to say before you say it will allow you stay on track throughout the video. Maintaining focus plays a big role when keeping your audience hooked during the stream. Make sure you have all materials needed in an area that you can access easily before you start recording. For example, if your live stream involves revealing a new product or service, having a visual representation or an example to demo will liven up the stream.
After the Live Stream
Once you have hit the end of your live stream its not time to log out of the platform just yet. Choosing to keep the stream viewable will allow others to post and share the video and expand its initial reach. By posting the video on your blog, social media pages, or website you are extending the longevity of its value. A critical part of your social media marketing campaign is analyzing your performance. When critiquing your performance, consider your preparedness. Did you have sufficient planning prior to starting the broadcast? Was the timing of day when you launched your video appropriate? Was your subject matter interesting enough to engage your audience? Use the analytics tools available to you to take note of the video’s engagement rate, views, shares, and likes.
How Brands Are Using Live Streaming Video
Showcasing New Inventory
Clothing boutiques that have a relatively small inventory of each item can really get their stock moving by live streaming their new items. Providing in-depth descriptions of how an item fits, what material it is made out of, and what you can pair the item with, can increase the chances of making a sale. Real-time reviews of apparel allow retailers to connect with their audiences directly. Take for example the Facebook live video for Elizabeth & West Fashion House:
Announcing Product Releases
Google’s newest smartphone, the Pixel 2, was announced on October 4th of this year among other new hardware releases. This media event was streamed live to ensure as many tech enthusiasts as possible could feel like they were at the event, learning first-hand what Google’s new device had to offer. By releasing a smartphone that would undeniably be up against Apple’s iPhone 8 that came out the month before, and the iPhone X that would be released in early November, Google had to compete with Apple’s iconic release events. Creating live videos for product releases allows audiences to build an invaluable buzz around a brand’s product. The more shares the live stream gets, the more free advertising is being done for the brand. When up against a huge competitor like Apple, any additional buzz helps!
Increasing Awareness for a Community Event
Live streaming events for nonprofits is becoming a major hit for fundraising efforts and bringing awareness to a multitude of causes. Social platforms like Facebook are adding fundraising options to their infrastructure. Members are starting to raise money for charity during their birthdays and giving users the option to donate within the site. With the combination of live streaming and the ease of charitable donations, community events and non-profits can become a viral hit. The San Diego Humane Society utilized Facebook Live to broadcast the rescue of 92 Yorkies. They received over 50,000 views during their initial stream of the puppies being rescued, which then started a digital campaign that raised close to $100,000.
A company that integrates live streaming into their digital marketing plan can benefit from an increase in customer awareness, brand recognition, and the ability to make promoters out of viewers. There are multiple platforms that your company can use to broadcast your message but keep in mind, what you say and how you deliver your message makes all the difference.
Interested in incorporating live video into your marketing plan for 2018? Get in touch with our team to discover how we can help your business have the best year on social media yet.
By Brigitte Bradnick, Digital Marketing Associate
Brigitte studied English and Print Media Studies at Millersville University. After dabbling in the world of digital marketing during her internship with Lupeer, Brigitte developed a passion for the field. Her ability to master tasks and organize like a pro, all while sporting an infectious smile, made her a natural fit as Lupeer’s Digital Marketing Associate. Brigitte injects intellectual curiosity in everything she does and is committed to delivering high-quality results to our clients with an ambitious and proactive mindset. She enjoys working in an agency setting where she can continue to be challenged, providing her the opportunity to grow professionally and creatively. Brigitte is obsessed with achieving her daily step goal on her Fitbit and enjoys running after a long day of being awesome in the office. As a self-proclaimed bibliophile, Brigitte tries to read whenever physically possible, even if that means succumbing to digital means, listening to audio versions of books.