Why “Going Live” On Social Media Should Be A Part of Your Digital Marketing Strategy
It’s a Tuesday afternoon and you’re on your lunch break. You grab your phone and see that you have a new notification from Instagram. It says that your friend from college has gone live, and it’s urging you to watch his video before it ends.
You click the notification and get sent to his online broadcast where you and thirty-five other people watch him ramble on about a bike that he is trying to sell to one of his followers.
You’re thinking to yourself: “what is live?” and “what’s the point?”
Why didn’t your friend just post a video to Instagram or Facebook showing the product? Why didn’t he get the bike professionally photographed to make it look appealing?
He went live because he knew it would work.
He sold the bike in less than 15 minutes.
What is Live Streaming?
Live streaming is a social media feature that allows for a user to start a live broadcast that their followers or friends can view in real time.
The distinguishing feature between recorded video and live video is the sense of urgency that exist with live streams. A live stream happens now, not later.
Humans are curious creatures by nature, and we are also impatient. Live streaming is inherently one of the best ways to bypass your audience’s short attention span. You can leverage their natural curiosity to see what you are doing on live video.
Video has been dominating the digital marketing space for some time now, but in 2016 and 2017, live video has really carved its own space in the digital sphere.
100 million users watch live stream videos online, everyday.
80% of internet users prefer to watch live videos over reading a blog post and 82% prefer live videos over social media posts.
It’s no surprise that live video ad growth increase at a rate of 112% a year!
If you weren’t sure about it, we are here to confirm that right now, more than ever, is time for your business to “Go Live!”
How Live Streaming Can Help Your Business Grow
Okay, I know what you’re thinking. Live streaming is too new, informal, and maybe you’re even thinking it’s unprofessional in a few ways. The truth is, you’re wrong, and that’s okay.
Live streaming has completely changed the way that video marketing attracts and engages an audience. It has transformed the way that customers trust businesses and their products and services.
In 2018, everyone is afraid of scams and shady companies with ill intentions. They want to make sure that their investment is being made with a legitimate and reputable company.
As a result, behind-the-scene access is a huge desire for the average consumer. 87% of audiences would rather watch online videos, if that means they can get behind-the-scenes access.
If your audience can receive behind-the-scenes access to your services, get their questions answered in real time (no more unanswered emails), and can engage with your brand on a consistent basis, they are going to be more likely to trust your brand.
Once they trust your brand and they have a need for your product or service, you have a customer.
Continue to engage, interact, and take care of your customer, and now you have a person that will follow your brand’s efforts indefinitely.
Interactivity and Engagement
Let’s dig a little deeper into how live streaming can really help you become more interactive with your audience so that you can reach the highest levels of engagement.
“Interactive content: Content that requires the participants’ active engagement — more than simply reading or watching. In return for that engagement, participants receive real-time, hyper-relevant results they care about.” — SnapApp
70% of marketers are creating more content than they were a year ago. That means the internet is becoming more saturated with blog posts, social media posts, articles, and email marketing campaigns than ever before.
So how do you break through all the content to get seen and heard?
Present your business as being more human and more empathetic to the needs of your audience. You can easily accomplish this by educating and engaging your customers in real time via live streams.
Interactivity brings the power of an in-person interaction to a digital space. It also allows you to bring immediate and personalized value to your audience’s phone, tablet, or computer.
The immediacy and customization of your live video content will encourage your customers or clients to engage over and over, thus building you a life-long customer base.
Companies That Are Successful at Live Streaming
We really want you to use the power of live streaming in your digital marketing strategy, but we also understand how new concepts can leave us feeling confused and doubtful.
So, we’re here to bring the proof!
Here are 3 big companies and brands that have been successful at going live:
In 2016, Starbucks broadcasted their first live event for National Voter’s Registration day. Those that could not attend in-person got to see what the event was about, and how Starbucks was contributing to the community’s cause.
Starbucks had representatives begin the broadcast with a tour, and they also promoted engagement by asking viewers to ask questions that would later be answered in an interview.
Guess what? The people that had questions stuck around until the end to see if their question was going to get answered and explained in real time.
They also got to see Starbucks CEO, Howard Shultz and rapper, Common, talk about the importance of getting out to go vote!
Also in 2016, ASPCA held a #31DaysOfRescueDogs campaign, since it was Adopt A Shelter Dog Month. To promote the campaign, walkers wore bright orange shirts and adoptable doggos wore bright orange handkerchiefs.
They paraded around New York City on Facebook Live.
The cute puppy faces and their bright, distinguishing look stood out in the crowd and attracted people to stop and take pictures to share on social media — this increased awareness and provided ASPCA with another avenue of promotion.
Going live also increased the number of Facebook donations that they received.
Sephora went live and broadcasted a Ask-Me-Anything (AMA) sit-down. The AMA’s are popular because it gives customers a once in a lifetime chance to interact directly with people who’d typically be untouchable.
The format of an AMA is informal and entertaining. Sephora invited Jen Atkin of Ouai Haircare and Christophe Robin Paris to sit down and talk about beauty tips, trends, and new products.
With each answered question, the audience was given a suggested product and a solution to their dilemma.