Marketing is all about grabbing people’s attention – a task and a half in our smartphone society. I mean, there’s only so many cat photos and memes online that one person can share right?!
Competition against brands is fierce but that doesn’t mean you need to spend millions on a marketing strategy. You don’t need to round up the office for a wacky corporate outing to inspire creativity either…although that does sound like a lot of fun. The answer? Video!
Cue Facebook Live and welcome to the world of live streaming. Those with a Facebook profile (and I hope that’s all of you) are now able to broadcast globally using the camera phone in their pocket. A fantastic bit of technology that businesses of all sizes can use to their advantage by hosting things like live Q+A sessions, tutorials and product launches.
It’s no surprise (or at least it shouldn’t be by now) that video needs to be an integral part of your marketing strategy. Don’t agree? Well, research by Wyzowl shows that a whopping 77% of consumers say they’ve been convinced to buy a product or service by watching a video. It’s a no brainier.
I get that going live is a scary thought, but it really is a great way of increasing engagement. Initial data suggests audiences are ten times more likely to comment on Facebook Live videos than regular ones. Just ensure you’ve got a good internet connection and what you’re streaming is interesting…it’s not a tool for you to spout waffle.
When you’re broadcasting from a brand account, don’t fret about streaming a perfectly polished video but make sure you’re doing it publicly and that there’s a short description to lure audiences in. Audiences will be able comment as you stream and you’ll be able to interact back. After you’ve finished, videos will stay published on your timeline and you’ll be able to analyse your results. (More info on getting started with Facebook live can be found here).
Let’s take a look at some examples of who’s getting it right:
Benefit Cosmetics have created ‘Tipsy Tricks’, broadcasting at set days and times with a glass of wine. They also ask viewers what they want to see next and make the videos as participatory as possible.
Dunkin’ Donuts treated their audiences to a behind-the-scenes look at their factory. Unsurprisingly, this exclusive tour generated a pretty sweet load of comments and views.
Even the big man himself, Mark Zuckerburg, hosted a Facebook live Q+A session, bridging the gap between the brand and the consumer.
Have you tried going live yet? How did you get on? Leave me a comment and let me know, it’d be great to see your broadcasts too!