Video marketing is an interactive way to deliver your brand’s message and grab the attention of consumers. It can help in increasing engagement on social media.
Live video as a part of video marketing strategy is gaining popularity and is expected to be a trend in 2019 as well. People spend 3x more time watching a Facebook Live video as compared to pre-recorded videos.
Social media platforms like Facebook, YouTube, Instagram, Snapchat, and Twitter introduced the live streaming concept to make people share their life events with their friends and family. The below graph shows the state of live video streaming on different platforms:
The concept of live videos is evolving, and a number of businesses are using it to create a strengthened bond and connection with their customers.
Live streaming helps brands connect with their audience on a human level. It also lets people participate in brand storytelling in ways that can enhance the consumer experience. You too can use live video streaming and deliver content to your users in innovative ways. Read on to learn how your business can benefit from live videos.
1. Engaging content
e and showing what goes on behind the scenes, you can make your customers feel that they are a part of your creative process. This can also help you draw in more customers and build trust. You can even share behind-the-scenes videos showing how you create your products, encouraging viewers to give their comments as a part of the live stream.
Dunkin’ Donuts, for example, in its live video during Valentine’s Day explored its “test kitchen” for viewers showing how it makes new products and creations. The video featured its culinary team preparing a cake made from heart-shaped donuts. The company was successful in garnering great engagement and thousands of views, comments, and likes within just a few minutes.
2. Take in-person events online
You can live stream your events, making your followers feel more connected to your brand. If you are planning an event, you can create a post to let your followers know about it and share specific details of the event through a live video. Involve your viewers and ask them what part of the event they want to see, giving a preview of the topics to be covered. You can even show the announcement or release of your new products through live videos.
Live streaming of events can help your brand get exposure and increase engagement. Engage with your fans while broadcasting, reply to their comments and make them feel acknowledged.
In September 2016, Starbucks organized a live event in Queens, New York on the occasion of National Voter Registration Day. It live-streamed the video of the event where Howard Schultz, the then-CEO of Starbucks along with rapper Common took to stage to encourage the crowd to vote. The viewers were asked to send in questions for the CEO to answer live to promote engagement.
Broadcasting this event live helped Starbucks show its involvement in the community, lending a human touch to the brand. Those who weren’t present in the event too could watch it live and understand its importance and cause. The video introduced members of the Starbucks team to people including its CEO to bridge the gap between the consumers and the brand.
We live in an age rich with invaluable data that offers brands and businesses a wealth of insight into the thoughts, feelings, needs and desires of their target audience. And these insights are invaluable to the ongoing success of any organization.
But, with a wealth of metrics available readily at our fingertips, it’s all too easy to focus on the data alone and move away from one of the most important elements of any successful digital marketing campaign: the human aspect.
Studies suggest that consumers are 53% more likely to engage with a business they can contact in real-time - a testament to the vital importance of personal connections in today’s hyper-connected digital age.
With so many touchpoints and so much to consider, appealing to the right customers in a way that isn’t viewed as promotional or overly corporate can seem like a colossal challenge. In this article we explore how to humanize your organization's digital marketing efforts.
As humans, the ability to empathize is a critical element of forging and developing relationships with others. That said, if your company is able to drive empathy through your digital marketing campaigns or communications, you will stand a greater chance of encouraging your audience to connect.
Empathy allows us to feel, share and react - and by driving empathy, your brand will ultimately open up a two-way dialogue with prospects as opposed to talking at them.
By using key demographic data alongside comprehensive buyer personas to really drill down into your audience and understand them on a personal level, while making social listening a pivotal part of your campaign planning process, your marketing team will be able to create a host of content that evokes empathy, creating inspiration, offering ad encouraging positive engagement as a result.
To drive empathy and engage its consumers on a personal level, the natural cosmetics brand, LUSH, created a video mini-series called 'How It's Made', which delved behind the scenes of the business, offering an insight into the individuals that make the brand's most pivotal products.
As educational as it is entertaining, not only does this campaign offers a real sense of transparency, by providing the consumer a vivid glimpse into the brand's core values, but the visually inspiring nature of the videos encourages the viewer to forge a deeper connection with the business.
Enhance your brand storytelling
Today's digital consumers respond to a solid narrative, which is why brand storytelling is an incredibly valuable marketing tool in today's world.
From the days of primitive man, human beings have told stories to pass on wisdom, entertain, inspire and communicate on a deep, personal level. And in the modern world, this notion remains the same - it's just that now, we have many more platforms, mediums and touchpoints through which we can tell our stories.
With 45% of a brand’s image attributed to what it says and how it says it, telling your story in an engaging, entertaining and relatable way is essential if you want to boost awareness and encourage the right people to connect with your institution.
Experts believe that brand storytelling is the future of content marketing strategyand help organization plan, build, develop and deliver your narrative in a way that will engage your audience on a meaningful level.