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How To Use Live Streaming To Grow Your Brand

Marketing

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80% of brand audiences would rather watch live video from a brand than read a blog.

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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