Live streaming is the newest trend on many social media platforms. It’s used not only for personal purposes, but it also can be used 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 brand, which in turn allows users to take part in brand storytelling and therefore improve the user experience.
Here is a list of stuff to do that can help you achieve these results:
Having a Q&A section and conversation with your audience and fans on a live video stream is an effective way to build and 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 with his massive 5-million audience base — and it proved to be a more effective way to grow. The day he went live on YouTube, hung out with his audience and answer some questions, he gained more subscribers and views than he usually does.
Live Events Coverage
Introducing new products with live streaming increases the coverage of your product introduction since everyone can view it online. YouTube also allows you to directly upload your live stream video into your channel for everyone to see later on.
Announcing special events such as sales, cashbacks, or new product through a live stream video will give an exclusive impression that triggers fear of missing out (FOMO) from viewers. UnboxTherapy set up a live stream 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).
YouTube is an awesome platform for video marketing because of their more complete analytic data compared to Facebook and Instagram. But, what Instagram and Facebook lack in comprehensive analytics, they make up for 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.
3 Ways To Build Brand With Facebook and Instagram Live Streaming
I have rounded up several tips for you to build your brand using live videos from these two giant social media. Let’s dive right in.
1. Prepare a general guideline
Mobile streaming is not about making a professional-looking video with an unnecessary amount of 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 to.
I’m a big fan of technology. One of my favorite influencer is 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 the 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.
2. Invite other influencers
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 live stream.
In the video, 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 on Instagram, the collab-live stream is even easier. Instagram released a feature that allows you to stream with one other person remotely. To put it simply, you’re making a video call with your audience watching. Here’s how to do that:
Step 1: Go live on Instagram.
Step 2: Tap the two smiley faces logo next to the comment column.
Step 3: Invite your guest.
Step 4: Start talking!
Step 6: To end the conversation with your guest, tap the little X button on the corner of your guest’s panel.
3. 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 live streaming, be an actual human being in front of the camera instead of being a part of a company’s money-seeking agent. Use live streaming to connect with them before you sell.
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 live stream.
In utilizing live streaming as a way to grow, brands and companies that can’t let go of things will have difficulties achieving their goal. Brands that are agile in planning are good—but brands that know when to ditch their plans are great.
Besides showing the humane side of a company, being able to ditch the plan, improvise and let go also shows that your company is staffed with skilled people.