When I was little, being a news reporter was top of my list of jobs, meaning I spent my weekends creating small broadcasts for my family. I went on safari to report on tigers, underwater to discover mermaids, and to the Sydney opera house to interview ballerinas (my little brother was less pleased at this costume – although I thought the tutu fit rather well.)
The appeal of presenting my news stories to the world was massive, and now this is becoming a reality as anyone with a smartphone has the ability to reach a worldwide audience.
Live video is growing year on year and brands are starting to take notice of the direct interaction this can provide with their customers.
Sharing live content means brands are able to interact with consumers, allowing instant feedback and contact with consumers. This means real-time sharing is a great tool for marketers.
Major social networks have jumped on live video this year, with Facebook and Instagram launching platforms across their site, and video-only sites like YouTube continuing to grow.
We wrote here this time last year about how the world of politics was pioneering the brave new world of live video, with news media quick to follow suit. Its impact has not gone unnoticed by brands of all shapes and sizes.
With 78% of online audiences watching video on Facebook Live, it’s clear to see the popularity and demand for good quality video content.
So how are brands using live video content?
Back in 2016, Dunkin Donuts used Facebook Live to promote their new products and Promote donuts as the gift to give on Valentine’s day.
They received over 45,000 views and gained interaction from 1,500 viewers – not too shabby.
This video was successful because it promoted the brand as personable whilst bringing consumers into the heart of the company – the test kitchen. This allowed viewers to be the first to see new products and to interact by giving suggestions and praise via their comments.
Another brand using Facebook Live successfully was McVitie’s with their ‘Dunk-off’.
In a great display of the great British sport of biscuit dunking, McVitie’s created competition and engaged viewers in a real time battle of the biscuit. (Of course, the rich tea was crowned King of Dunking!)
Again the metrics show the success of the campaign, with interaction from around 1,500 viewers and nearly 1.5 million views, it’s safe to say the biscuits were not wasted.
Dressed in overalls and safety goggles, Buzzfeed took on the rather bizarre challenge of discovering how many rubber bands it would take to burst a watermelon. (I won’t tell you the answer, but it took 45 minutes, and it was spectacular)
With over 11 million views, it’s clear to see that Buzzfeed understand their audience and how to create intrigue with their content.
This video stuck closely to Buzzfeed’s character and nicely showed the company culture, even through a silly video.
What can we learn from these brands?
Preperation, preperation, preperation
Each of these videos has clearly gone through a rigorous planning process. Whilst not scripted, to control the content as much as possible, the speakers have a general overview of what will be said. This also ensures the videos are high quality and not irrelevant or full of waffle.
No-one is going to watch your video if they don’t know about it, and so backing a live video with plenty of endorsements across social media, before, during and after the broadcast.
Creating a competition or asking viewers to contribute by asking questions keeps people engaged and makes them feel included in the action.
Brands sharing Q&A’s do this well, by allowing the public to personally address celebrities and thought leaders they otherwise would not have had access to.
The future of live-streaming
A whopping 87% of marketers use video content, with social video generating 1200% more shares than text and images combined.
This means that live video content will only grow in the future, and it’s super important for brands to jump on the bandwagon and join in. Producing live content may seem daunting as you can’t cover mistakes, but this can only to the personality of your brand by getting rid of corporate and professional tones. This creates a better customer relationship means customers will feel comfortable interacting with the brand.
Whilst my ballerina interviews will never make it big on live video platforms without my brother disowning me, the possibilities for broadcasting are endless, and it’s really exciting to see the creative ways brands will use this platform in the future.
Here at KVA we can help to create social strategy and plan your digital communications. Live video can become an integral part of your daily comms, helping to create clear and meaningful messages for your audience.
Revisiting your comms approach to incorporate live video could be just what’s needed to inject new life into your brand.