Here’s how to use live-streaming to transform your brand
WHETHER it is Facebook, Instagram, YouTube, or Snapchat, videos are taking over the world.
One survey after another, there’s proof that customers are spending hours glued to their screens, using high-speed internet connections to watch videos — many claiming live feeds do better than scripted videos.
China, in fact, has seen an e-commerce revolution this year. Influencers live-streamed their way into their audience’s hearts and minds, driving up revenues for platforms and products they support.
According to Deloitte, the live-streaming market in China is worth US$4.4 billion this year, with an estimated 456 million users joining a live feed for shopping advice.
Obviously, businesses are realizing the true potential of live streaming and want to get in on the action.
At the push of a button, live streaming allows you to interact with your audience in a refreshing way, breaking down barriers and creating a connection that transcends traditional marketing limitations.
Consumers today crave authenticity from brands, and what’s more genuine than a live video?
Businesses can use the power of live videos to bond with their customers by sharing tips, opinions, and offering exclusive behind the scenes tours and previews. Here are some tips to help you get started:
# 1 | Choose the right platform
Find out which platform or platforms your customers follow you on and make sure you include those platforms when you live-stream something.
It’s important to make make the choice based on your customers. Businesses often tend to choose the one that they’re most comfortable with instead of thinking about their customers’ expectations.
Further, don’t limit yourself to live streaming on social media platforms. In China, for example, more than using Facebook live, customers shopping online would like to hear from brands on Taobao — the e-commerce platform that also offers live streaming.
# 2 | Find the right spokesperson
If you’re a large company, you might be able to afford an influencer to appear on your channel and speak on your behalf, but maybe your CEO or another spokesperson could be more appealing and appear more “genuine”.
Make sure you evaluate all your options carefully before choosing someone to go live on behalf of your brand.
If you have the right person in front of the camera, things become easier. In fact, they’re able to form a relationship with your audience (customers) quickly and get the message across with more ease.
# 3 | Be mobile friendly
If you’re thinking about high-quality video for your live-streaming sessions, you might think of creating videos in landscape. In fact, horizontal videos give more space to the presenter to showcase the products without cluttering the screen.
However, it’s important to remember that your audience is most probably going to be holding their phones vertically.
Make sure you design your staging area in a way that keeps this in mind, and brief the presenter and your crew in advance so they’re mindful of this as well.
# 4 | Don’t forget to have fun
When live-streaming videos on behalf of your brand, it’s critical to ensure you’re having fun. If you’re not, there’s a high chance that your video will look scripted and staged.
While most live-streaming videos are scripted to a certain extent and most sessions are treated as “shows”, it’s important to remember that biggest draw for users to is that live videos provide something genuine.
So, whether it’s your CEO, an actor, or an influencer, make sure to remind them to put on a smile and have some fun.
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