Inbound Marketing

Live video is taking over the online marketing community. Since the introduction of Facebook Live in 2016, live video has given online marketers a sensational new outlet for promotion and engagement. According to data released by Facebook in 2016, users are 10 times more likely to interact and comment on a live video than a regular video.

Makes sense though, right? Video appeal is a major draw for marketers because (let’s face it) most people prefer watching a video to reading pages of written content. Live video folds in an “in the moment” value. Users love being able to soak in the moment and engage with content as if they were right there. One of the greatest payoffs for live video is user interaction and instant feedback, which takes the guesswork out of what audiences want to see.
Going Live: 3 Brands Using Live Video SuccessfullyLive video allows brands to use the power of video to communicate their mission and build relationships with their followers in a fun and engaging way! Here are some ways live video can be molded to fit your business’ personal needs.

  • Host a live Q&A to build a sense of community and get to know your target audience.
  • Create a demo or tutorial to give your audience a sneak peek of a new product and show and tell them why they need it!
  • Share breaking news in your industry or new and exciting company updates!
  • Broadcast live from an industry or company event and make your followers feel like they’re a part of the action.
  • Allow your followers to tune in on live interviews of industry leaders, company executives or employees.

Let’s say you’re revved up and ready to jump on the live video bandwagon, but you have no idea where to start. Not to worry! We’re sharing three examples of brands who are using live video successfully to help you get inspired!

1. Buzzfeed

Buzzfeed is an internet media company focused on social news and entertainment through digital media and technology. They’re known for their listicles, cute photos of puppies and kitties, and, of course, endlessly fun list of quizzes! I mean, come on, who wouldn’t want to take the quiz, “Which Melancholy Vegetable Matches Your Personality?” (In case you’re curious, I took the quiz and got the contemplative onion.)

Buzzfeed is a whiz at gaining their audience’s attention and escalating engagement from the first second to the final goodbye. Without a product to sell, marketing might seem difficult but at Buzzfeed, they know how to do live video right.

This past March, the company hosted an online dance battle 一 Dance Craze Battle: Live! This online event was a hit for two reasons: 1) it required viewer interaction and 2) it gave Buzzfeed the opportunity to humanize their brand by getting jiggy with their awesome team! The dance battle called for viewer engagement through voting and suggestion submission via the comment section of the live stream.

Buzzfeed designated a comment monitor whose primary role was to interact with viewers and maintain engagement. (Great tip for pulling off a successful live video!) The entire stream lasted about 30 minutes.

Pro tip: For longer streams, be sure to captivate viewers with engaging, relevant content and keep reintroducing yourself for new viewers and potential customers who are just tuning in.

2. Dunkin' Donuts

Let’s be real 一 if you’re looking at a donut or coffee, it’s hard to say “no.” To be as successful a brand as it is, Dunkin' Donuts relies on the work of visuals to sell products, and we would say they’ve mastered it pretty well!

Earlier this year, Dunkin' Donuts marketers took full advantage of sweet lovers at a very vulnerable time of the year — Valentine’s or V-Day Season. With the temptations of candy hearts and chocolate truffles seemingly everywhere, Dunkin' Donuts knew they had those with a sweet tooth cornered.

The brand streamed a special Valentine’s themed event in which they took viewers on a test kitchen tour, showed demos of how they create new products, and allowed those who tuned in to watch the creation of a donut-themed wedding cake (who wouldn’t want to go to that wedding?!). This stream totaled about 36,000 viewers. Now, this may not seem that impressive (I mean this is Dunkin' we’re talking about!), but let’s not forget that this wasn’t a big event. There were 36,000 people watching the baking of a cake. Hats off to you, Dunkin'!

3. Tough Mudder

Tough Mudder is an endurance event series featuring military-style obstacles ranging from the “Black Hole” to “Electroshock Therapy.” (Yeah, this is no joke!) With a marathon that tests your physical abilities in more ways than one, you need to be prepared, so the organization hosted a live training event last March in Los Angeles.

By streaming live, Tough Mudder allowed for non-local involvement. Prospective mudders got a chance to see what it takes, while Tough Mudder evangelists had the opportunity to train by following along or simply got some insight into the features of the upcoming 2017 course.

Coach T. Mud’s vibrant and energetic personality kept people engaged throughout the entire stream, even prompting viewers and event attendees to follow along on Snapchat, effortlessly blending cross-channel interaction. (Well done!) Laced with real content as well as promos, Tough Mudder owns the live video game.

Take advantage of the tools the world of online marketing has to offer! Live video gives you the power to increase consumer engagement, request instant feedback, and provide a raw and authentic experience that’s sure to build a strong brand community.

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Topics:   Inbound Marketing

Jenna Enright

Jenna is a content writer at Stratus Interactive and is currently a graduate student studying for her M.A. in professional writing at Chatham University. She started blogging as an angsty high schooler and wrote and developed a blog as her capstone project for her undergraduate degree in English. Now she gets to do it as a job! See all Jenna Enright's posts.