I remember back when the world was a lot quieter. Myspace was still in its heyday andpeoplewere only just starting to get an idea of how to usesocial media. Nobody at thetimereally knew the impact theseplatforms would have on our lives or the potential it had in reaching out to new audiences across the globe.
As biggerplatformslike Facebook and Instagram began taking center stage,peoplebegan spreading out information to each other faster than ever before. Now as theseplatformshave gotten bigger, they have givenbrandsandinfluencersthe chance to connect further with audiences with newlive streamingfeatures that have given rise to newcontentfocused onvisual storytelling.
With this feature,peoplecan now gain a more personalized insight into the previously unreachable world of thepeoplearound us. Any major event or life achievement can now be witnessed live by the masses, with popular public figures even gaining thousands of views whenever they get online to stream. This allows highly influential companies and public figures to increase engagement with their fans while also building a connection with them. Live feeds build a more personal bond with theviewersas they feel as if they are taking a small part in a developingstory.Viewersare able to ask questions and make comments they hope the streamer will react too, giving them the chance to feel linked in some way to the streamers despite the large distance that separates them.
As a trending feature focused on building a stronger connection withpeople, it not a surprise that we are seeing more and morebrandsuse streaming as acost-effective marketingtool to spread notoriety.
Usersnowadays are so drawn to streaming that 82% of audiences prefer engaging withlive videos from abrandthan the casualsocial mediapost.Live-streaming videos in general are already establishing itself in the market by increasing ad growth 113% each year, and giving brands more reason than ever to try out streaming.
This new era ofsocial mediausersis responsible for this growing trend inmarketing. Havingbrandspromote themselves on livemediacreates an interpersonal relation with audiences that are typically turned off by conventional forms of advertising. Nobody really tolerates pop upadsnowadays, as it interrupts the constant flow of entertainment.
Promoting yourself withvisual storytelling throughlivemediahelps influenceviewersto engage more with yourcontentsince you are givingpeoplesomething worth being invested in instead of skipping. Audiences will now get the chance to feel as if they’ve created a more personal bond with yourbrand, just as much as they would with any famous streamer.
If you’re this far into this blog post, and have already started gathering up ideas for a streaming, remember that there are many ways you can tell yourstorythrough livemedia.
Back in 2016 Dunkin Donuts made its way into Facebook Live by taking audiences to explore through the company’s test kitchen. During thevideo,viewersgained a larger insight on thebrand'screative process during the creations of a new product, and at the end, got to witness employees construct a large wedding cake made of donuts in celebration of Valentine’s Day. These behind-the-scene glimpses are a great way of giving attention to longtimefans while still attracting the attention of more casual ones. During the live tour, yourbrandcan talk more about their company’s history and goals while also hosting Q&A sessions with their fans as a way of growing closer to them.
Tastemade, a digital food and travel network popular onsocial media, had the brilliant idea to use livemediato create their own little series. Appropriately named “Tiny Kitchen”, this live series main point is to create cute miniature versions of food on a cute miniature kitchen.
It sounds like a very simple premise, but in the end, it was still able to gather 3.8 million of views for the network. Making cute livevideoswon’t work for every company, but the point is that yourbrandcreates something that caters to youraudienceand gives them something worth theirtime. You can create your own littlestorythat fits yourbrandimage, or even go for something completely random and unique like what Tastemade did.
If you need more examples of companies taking live streaming to the next level, I suggest you take a look at Forbes list to gain more insight on how different brands use live media to improve their engagement.
Live video has given audiences the opportunity to take part insocialstorytelling in many different ways, but it's important that you know yourfollowerswell before you start streaming.
Remember to analyze howfollowers interact with yourcontentand try to develop something around it thatpeoplewould want toshare. Whether you want your stream to be more informative like Dunkin Donuts, or strictly just for fun like "Tiny Kitchen", always strive to be innovative with how you want yourstoryto play out.
Find Out Why Facebook Engagement is Falling Faster Than Ever and How to Combat It
This report highlights:
How to create content that stimulates more audience interactions to rank higher in the new algorithm
Case studies of brands that have found success in this new enviornment
Tools and tactics to create more effective content