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How To Use Live Streaming To Grow Your Brand

Social Media Week

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Marketing

Facebook and Instagram live are the newest trends that pioneers many other social media platforms to develop their own in-app broadcasting. They are highly popular among millions of users — but what marketers haven’t really understood is how they can be used not only for personal purposes but also to grow your brand.

One of the best things live streaming video can do for a brand is drop the corporate veil and connect the brand with users in a more human way, which in turn allows users to take part in brand storytelling and therefore improve the user experience.

Live video is urgent, interactive, and exclusive. It’s also an innovative way to integrate your content with your marketing plan.

Here are a few things you can do with live videos to help grow your brand:

Q&As

Having a Q&A section and conversation with your audience on a live video stream is an effective way to build a personal relationship with them. If you’re selling a product, it could also be a medium to improve their experience in using your product. If your audience is coming from different time zones, reach out to them and ask what time is best for them.

Marques Brownlee, or better known as MKBHD, broadcasted a live Q&A on October 26th to his massive 5 million followers — and it proved to be a more effective way to grow. The day he went live on YouTube, he hung out with his audience and answer some questions, he gained more subscribers and views than he would by posting a normal video to his page.

Live videos on YouTube

Live Event Coverage

Introducing new products with livestreamed video can increase the coverage of your product introduction. YouTube also allows you to directly upload your livestream video into your channel for everyone to watch later on.

Announcing special events such as sales, cash-backs, or new product through a livestream video will give an impression that triggers fear of missing out (FOMO) from viewers. UnboxTherapy set up a livestream of the iPhone 8 and iPhone X launch event, and it attracted more than 1 million people who couldn’t attend (or simply weren’t invited).

live event coverage

Why Livestream on Social Media?

YouTube is a great platform for video marketing because it offers more analytic data compared to Facebook or Instagram. But, what Instagram and Facebook lack in comprehensive analytics, they make up in mobility.

Facebook and Instagram have developed a near-perfect mobile app that allows you to go live whenever and wherever you want. There’s no need to set up a full-size professional camera and dedicated capture card to broadcast your stream. All you need is a smartphone and internet connection, and you’re good to go.

Prepare a Guideline for Your Live Stream

Mobile streaming is not about making a professional-looking video with ahigh production value (although it’s not a bad thing to have). Streaming is about having a conversation, but that doesn’t mean you should go without a plan. Make a list of what you want to talk about with your viewers. That way, when things go off topic a little, you have something to stick refer back to. If you don’t have a wide area of expertise, you can always tell stories about your company like how it all started.

One of the best examples of this are influencers, Linus Tech Tips. On their WAN show, which is streamed regularly every week, they talk about everything related to tech and PC world. They always prepare a list of subject they want to talk about during the stream — otherwise the conversation could be all over the place and thus deliver less value to viewers. In addition to that, it helps post-broadcast viewers to navigate through the video more easily.

livestream talkshow

Invite Other Influencers to Your Instagram Live

Invite influencers from your industry to join you in a broadcast. Not only will you have another expert to attract viewers, you’ll also have a second opinion about everything you plan to cover in the livestream.

In the video below, Sephora invited a Make Jen Atkin of Ouai Haircare and Christophe Robin Paris for a 30-minute block where they would talk about tips, trends, and beauty products.

If you’re using Instagram live, collab-livestream is even easier. Instagram released a feature that allows you to stream with one others remotely. To put it simply, you’re making a video call with your audience watching. Here’s how:

  1. Go to Instagram Live panel.
  2. Tap the two smiley faces logo next to the comment column.
  3. Invite your guest to join your broadcast on Instagram Live.
  4. Start talking!
  5. When you’re done talking with your guest, tap the little ‘x’ button on top-right corner of your guest’s screen.

Interact with Your Chat

“Live video is more appealing to brand audiences: 80% would rather watch live video from a brand than read a blog, and 82% prefer live video from a brand to social posts.”- Livestream

When livestreaming, be yourself in front of the camera and not just a salesman trying to sell a product.

Use livestreaming to learn about your audience

The brilliant thing about live streaming is that you get to find out what your audience really wants. They ask questions in your live chat because they see you as an expert in your industry and therefore value your opinion the subject. Showing interest in their questions implies that you’re there for them, not the other way around. It’s an efficient way to build a strong relationship with your audience. Sephora showed a good example of viewers engagement in their livestream.

Live video audience interaction

Conclusion

Livestreaming is an awesome way to build an engaging and personal relationship with your audience. Instagram and Facebook live allow you to connect with your audience whenever and wherever you like thanks to their nearly flawless mobile apps.

The simplicity of streaming through mobile allows you to do two things:

  • Show the humane side of a company.
  • Engage your audience in a real-time situation without a templated response they’d get from customer service.

Ready to go live and engage your audience?

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Looking for a Cool Tool to Make Your Company Profitable? Have You Considered Facebook Live?

Entrepreneur

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Ready for your close-up? Facebook Live can be a promotional game-changer, one capable of altering the fortunes of yours or any other business willing to hit the “Go Live” button.

By 2019, WordStream predicts, video offerings like Facebook Live will account for 80 percent of internet traffic, while Research and Markets estimates that in just over three years, the industry itself may be worth more than $70 billion.

However, Facebook Live — which lives on a platform users visit an average of 14 times daily — isn’t as quick a fix as those numbers may make it sound. To keep users locked in and build the kind of constant viewership that can be monetized, you need to organically build Facebook Live into your social and overall marketing outlook. You need to make it a useful and convenient resource for viewers.

Otherwise, you’ll fall short of its power and purpose.

Related: How Your Business Can Capitalize on Facebook Live

Get it right on the first take.

Many companies — ours included — jumped on the Facebook Live bandwagon when it took off in 2016. That’s not surprising, when you consider an Animoto study that said that25 percent of customers pass over companies with no video strategy. Besides, it’s thrilling for marketers to be able to get deeper into users’ news feeds and encourage cross-pollination of sharing and ideas.

Some early events tanked for us, especially ones led by uninspired speakers prattling on banally instead of handing out teachable, novel concepts in an intriguing manner. Events that were successful, on the other hand, used vibrant presenters creating deep connections, palpable buzz and viewer interaction with their messages. Suddenly, users felt urgency and a sense of being in the know, rather than just inhabiting the role of mere observers.

To encourage your own fantastic feedback and strong consumer-presenter relationships, focus on these four must-dos:

1. Sell viewers before the event. Would you give a TED Talk without promoting it? Of course not, but tons of people go live without sharing their intentions with a soul outside the office. Give potential viewers the logistical specifics of your Facebook Live stream.

Send out emails, post social blurbs and highlight your start time anywhere and everywhere. Build anticipation with focused event descriptions that draw in viewers before they even watch.

Gaming site Bluehole hosts a weekly Facebook Live event targeted at hardcore gamers in search of inside scoops. It offers a rare chance for viewers to get more value from the games they play and plan to try. Plus, its weekly cadence allows the platform to build a loyal, informed audience.

2. Go live instantly — don’t wait for people to arrive. According to Facebook, Facebook Live users hang out three times longer on videos with real-time presenters. Hop on the stream immediately, even if there aren’t any viewers on the app yet. Start strong and end strong to give viewers a truly professional, yet human, touch.

Put passionate, knowledgeable speakers on to start, and make sure that standard is upheld throughout the event. Even if someone jumps in halfway through, you can knock viewers’ socks off, ensuring they’ll go back to hear the beginning of the video.

Related: The ABCs of Facebook Live Video and Why You Need to Get Started Now

3. Remember that truthful teasers turn profits. When chef Marcela Valladolid created a special dish during a Facebook Live event for Food & Wine magazine, it was a huge hit. It also gave her a chance to plug her upcoming cookbook.

Had Valladolid merely offered a Facebook Live presentation about her cookbook, viewers probably would have given her one star. But by being imaginative, informative and engaging, the chef caught and held viewers’ attention. Plus, fans left the Facebook Live experience knowing how to make a signature dish.

Don’t pull a bait-and-switch on your viewers. Give them focused, detailed descriptions of what they’re going to watch. These descriptions usually yield the kind of user who will come back for your next Facebook Live event — and the one after.

Related: The Unsung Hero of Authentic Communication? Facebook Live.

4. Bring viewers into the fun. Why do people love karaoke? Because it allows them to become part of the action and have their moment in the spotlight. Use your Facebook Live video to engage commenters and make them a core part of the show.

Facebook estimates that most live videos get 10 times the number of comments that prerecorded videos earn. Think like a broadcaster and interact on the spot, using viewers’ names and acknowledging their contributions. Depending upon attendance, you may or may not be able to talk to everyone, but you can at least turn the live stream into an inclusive, unique and shareable event.

Facebook Live has changed the playing field, but startups and behemoths are at the same level; this means it’s anyone’s game. Hit your next Facebook Live experience out of the park with a planning effort from the start. Put together a purposeful Facebook Live strategy that pulls in viewers, educates them and leaves them raring to click that “Go Live” button for future events.

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How to Generate Sales Using Facebook Live

Entrepreneur

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In this video, Entrepreneur Network partner Neil Patel breaks down how you can generate sales through Facebook Live. You’ve probably heard that Facebook Live is a powerful tool, and there’s a reason for that — Facebook promotes this content heavily.

So, when you create a Facebook Live, you’re likely to get eyeballs on it. But, how do you turn that audience into sales? Patel says there are a few easy steps you can use to engage your audience and offer them something they won’t be able to resist.

Click play to learn more.

Related: I Spent $400,000 on Facebook Fans. Here’s Why You Should NOT Follow My Lead.

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4 Ways Facebook Live Can Boost Social Media Engagement

Social Media Week

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Facebook Live was introduced to the world in the latter part of 2015. Since day one, it has taken the community within the social media giant by storm. In fact, people spend three times longer watching live video as opposed to prerecorded.

With this feature, brands can completely change the way they promote their online presence. The concept of live streaming opens up many doors for them to create new forms of intuitive content while showcasing their personality in real-time.

Incorporating live-streaming video into your social media marketing strategy will not only increase customer engagement, but also work to boost leads and ultimately, sales. Here are four innovative ways you can leverage live video to generate extra buzz for your brand.

1. Shoot “Behind the Scenes” Content

Showing behind the scenes footage of your operation is a great way to boost engagement. Especially in a B2C operation, it provides an inside look that would normally be unknown to the masses. This can be very effective as you’re able to create authentic and transparent experiences for viewers. In turn, it can help build a higher level of brand trust.

Dunkin’ Donuts was one of the first brands to use Facebook Live to do this. In February of last year, they released their first Facebook live stream, which took viewers into the kitchen and showed exactly how the culinary team crafted a cake made from heart-shaped donuts.

Towards the end of the stream, they offered engaged couples a chance to win $10,000 for sharing the story of how either of them proposed. As a result, Dunkin’ Donuts saw their highest spike in social media engagement. Within just 13 minutes, they had 21,000 viewers glued to the stream.

While live, behind the scenes content is popular on multiple social channels like Snapchat and Periscope, Facebook takes it a step further as the audience is able to interact with the brand and get their questions and concerns addressed in real-time, in turn influencing the direction of the broadcast as it happens.

2. Answer Common Questions

The interactive nature that Facebook Live promotes is perfect for Q&As. Hosting these events is a perfect opportunity for brands to address the hot button topics within their industry and provide value to viewers in real-time. All it requires is a charismatic host, an interesting guest, and some research beforehand.

A prime example of this was done by Benefit, a beauty and cosmetics brand, with their live series titled “Tipsy Tricks.” Every Thursday, they host an interactive live stream, in which the audience can ask their most pressing questions through polling systems, determining how the video will play out.

While this strategy can be extremely effective for engaging the audience, it can also turn out to be risky, depending on the nature of your business. If you choose to go this route, it would be wise to have strong background knowledge of your business’s weakness and threats prior to the live stream.

Targeting these issues and concerns throughout the entire buyer’s cycle will require a good deal of collaboration from your marketing department, sales team, customer relations staff, etc. Look into campaign management and collaboration tools like WorkZone to ensure there is open communication and coordination between departments, so they can pinpoint issues within the industry and work as a unit to overcome them.

3. Bring Brand Advocates on Board

Using brand advocates or influencers is a valuable supplement to any content or social media marketing strategy. This involves partnering with a prominent figure to speak on behalf of your brand to their large following. This could be anyone like a celebrity, political thought leader, journalist, viral internet star, or even a big industry name from your own company.

Tough Mudder, a brand that specializes in creating endurance events (particularly obstacle-ridden marathons), is well known for the social community they have created. Last summer, they did an incredibly inspirational live stream of an event featuring Kyle Railton, a renowned trainer known as Coach T. Mud. He spoke to the audience about what it takes both physically and mentally to make through an intense endurance event.

As Tough Mudder relies almost exclusively on physical participation, using Facebook Live was very beneficial in this scenario because it gave non-locals an opportunity to see what the brand is all about in real-time. It also showed what potentially interested participants would be in for if deciding to join. Mud mentions references of the event’s description, as well as promotions of other training programs offered by Tough Mudder. Overall, the campaign found the perfect balance of authentic, valuable content and brand messaging. Since then, Tough Mudder’s viewership has skyrocketed as their live-broadcasted events now gains millions of views.

The hardest part of incorporating an influencer (especially an outside source) into you brand messaging is finding one that fits perfectly within each respective community so that both parties gain value. Tools like Buzzsumo are built to help you zero in on the right names and go about your outreach effectively.

4. Demo Products

According to comScore, 64% of consumers are more apt to buy a product online after seeing a video about it. Product demonstration videos have been around for a long time and are a tried-and-true method in aiding the buying process.

However, with Facebook Live’s real-time feature, product demonstrations are taken to a whole new level as viewers can chime in with comments or raise on-the-spot questions about the product. This allows brands to gear the demo towards engaging the audience and clear up any uncertainties.

For example, tiny cooking has been a popular fad for a number of years now. In an attempt to try and milk this opportunity, Tastemade created “Tiny Kitchen,” a demonstration series originally pre-recorded. Last year, they decided to test their luck on Facebook Live.

While the content was simple to consume, Tastemade capitalized on the interactive element of the live stream to field any questions about the operation to make the presentation more informative. This strategy got the video nearly 4 million views.

Live product demonstrations are your chance to show off your product or service while letting your unique persona shine through. Get creative with it!

Over to You

Marketing your brand material these days is all about adding a personalized touch and getting viewers to engage with your brand on an individual level. Facebook Live is a great development that allows you to form deeper connections with users across the world in real-time. With more recent developments like Facebook Live 360, it seems like the future is looking incredibly bright for live video.

Learn the latest trends, insights and best practices from the brightest minds in media and technology. Sign up for SMW Insider to watch full-length sessions from official Social Media Week conferences live and on-demand.

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