Why (and How) to Use Live-Streaming Video In Your Marketing

Thanks to Facebook, however, it’s now being viewed much more relevant and easy to deploy as a native content type, enabling immediate broadcasting and engagement opportunities, with the click of a single button – no muss, no fuss. And how do you get started? So social networks like Facebook, Snapchat and Instagram, that offer the capability to either live-stream – or share video content in a “live-ish” fashion to be played on-demand by followers at a later time – have created an environment of apparent transparency. For instance, live-streaming videos that show consumers a behind-the-scenes process you follow, your experience at an event or a spur-of-the-moment inspired message builds trust. That being said, live-streaming can be a gateway drug if you’re starting at this point. Answering all of your customers’ questions at once and live is a great way to build trust and spread awareness. The advantage here is that your followers are able to ask questions in real time, which makes your answers genuine and more credible. Special Announcements Live video is also a great way to make an important announcement – kind of like a live, breaking news alert one might see on television. Live announcements about products, company news or any other big changes on the horizon can make your viewers feel like they have exclusive access to special news – and they are the first to know. Do they even like video?

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If you’ve been on Facebook any time in the past six months, you’ve probably seen a new feature they’ve been promoting rather aggressively: Facebook Live, a live-streaming video option available for both individuals and brands, alike. (In fact, the social networking giant wants you to use this functionality so badly, they’ve even begun running television ads for it.)

Even though Facebook is making a big splash with live-streaming, it’s not a new concept. Thanks to Facebook, however, it’s now being viewed much more relevant and easy to deploy as a native content type, enabling immediate broadcasting and engagement opportunities, with the click of a single button – no muss, no fuss.

But why is live-streaming worth the effort? And how do you get started?

Build Trust

Fundamentally, people by from brands (and people) they trust. So social networks like Facebook, Snapchat and Instagram, that offer the capability to either live-stream – or share video content in a “live-ish” fashion to be played on-demand by followers at a later time – have created an environment of apparent transparency.

For instance, live-streaming videos that show consumers a behind-the-scenes process you follow, your experience at an event or a spur-of-the-moment inspired message builds trust. That’s because, when executed effectively, they (a) humanize your brand and (b) provide a “behind the scenes” look at how you do what you do.

Moreover, due to the fact that many of these live-streaming videos have lower production values by design, content presented in this format can seem less manufactured or scripted.

It’s Expected (and Accessible)

With video quickly becoming a staple in marketing strategies, consumers now expect to see video as part of the mix of content you present when they visit your website, read a blog or follow you on social media. That means, if you’re not using video now, some of your prospects may already be wondering why you aren’t doing it – so you should start immediately.

But don’t panic if feel like you’re behind the curve. Live-streaming is as accessible, as it is popular. The cost is low – or even nonexistent, depending on how you use it – and it’s easy to use.

If you have time and a smartphone, you’re on your way! That being said, live-streaming can be a gateway drug if you’re starting at this point. The traction you get with live video will open Pandora’s box and you’re going to be asking yourself “How can I do more video?”

Instant Feedback

One of the best perks of live-streaming is the instant gratification you get, when it comes to engagement. When you broadcast a live video on Facebook, for example, not only get to show your followers what you’re doing right in that moment, you’re also able to get feedback instantly and continuously, even after you stop streaming.

There are few things in the inbound world that can offer that immediate gratification, and you can use this to your advantage to test out any theories or content experiments. Pick a discussion point that you haven’t tested the popularity of and talk about it live. Give immediate feedback at an industry event you’re attending. Snag a coworker…

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