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Building Your Brand with Live Video Content: A Few Tips


APRIL 2017

Live streaming exploded in 2016. First it was Facebook Live who sent users in a frenzy with their app. Then there was Twitter who allowed users to stream directly from the app itself. With these two top social media platforms making live streaming easier for their users, it’s now time for brands to seriously consider using live video in creating content 2017. Live video is going to be a major player this year. Its popularity will just exponentially grow.

Why is it so popular?

  • It’s the appeal, of course. Visual content is preferred over written content.
  • There’s spontaneity in live video. There’s a certain “in the moment” appeal to it. And it’s different from a recoded or produced video.
  • Engagement gets heightened because of the instant feedback you get directly from your audience. They ask questions, you answer instantly – user satisfaction.

How to get the best results

  1. Plan your video, don’t produce

The idea of streaming video is that it’s not produced or recorded. We all don’t want to mess things up but that’s the whole point of going live. So it’s best to have a plan. First ask your followers questions about your brand and let them talk to you about what they think. The power of instant answers is much too good to pass up. People want answers and they can’t wait for the answers to come through your recorded videos. Have a strategy but be ready to throw it in the air if things do go your way. If your original plan was to do an after-event live backstage look, be ready when the start don’t show up as planned or will be late.

  1. Take risks, but trust other sources

Who are your brand ambassadors? These are your sales people who know your brand inside-out and know who to target as an audience. They are your best storytellers who have a flair for chatting up people instantly. But they’re not the only ones who can help your brand. For example, a live streaming before a major event could have your people accessing what goes around the event – from parking, food stands, ushers, security, etc. This builds up excitement before the main event takes place. Mashable uses other external factors to help with their website. They ask external bloggers to do live event each week. This just widens the scope of participation for the website. Take the risk. Get outside help.

  1. Tell you audience you love them

They’re your bread and butter, so why not tell your audience how much you value them and how much you care for their needs. Before diving into the main point (selling), connect to your audience by doing this. This connection is a great avenue in finding what questions your audience asks and then use that as content marketing help to create great content.

  1. Give a demonstration

Use live streaming in giving your customers important information and creating conversations with them. It’s also a nice way of giving importance to your fans, your partners and your employees. When you share some behind-the-scenes videos, it’s one way for you to let your fans see what goes on in your brand and letting them see how your product is made. Then you can give them the chance to share your story. This strategy hits many aspects of marketing: publicity, customer engagement, shares, downloads and leads.

  1. Experiment and have fun!

Of course, the fun part shouldn’t be ignored. So when things don’t go as planned, have a back-up plan that’s hilarious – like a trivia game or an anecdote. The spontaneity aspect will be remembered because that’s when the human aspect of your brand gets seen through live video. It tells your audience, hey! We’re only human! We’re not perfect but we’re still great! With the conversations you generate with your audience, you could still get valuable ideas for future live videos and written content. It’s great content marketing help.

Coming to life

The best thing about live video is that it makes your brand come to life. It’s not just another ad people see online or a product they find on shelves. It makes audiences see the human side of your brand. And that’s something they’d like to see – someone who can talk to them about their questions and needs.

Yes produced videos give a lot of information. But so can live video if you do it correctly. With this tools, you can show what you are and who you are. You can inspire people and be better to satisfy their needs and goals.

So, are you ready to go live?

Annie Ianko

Chief Content Officer

Annie has 19 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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