Live streaming is a new term for an old concept: broadcasting content live. Yet the key differences between live streaming and traditional broadcasts create an opportunity for brands to separate themselves from the proverbial pack. Another great reason to consider live streaming as part of your branding strategy is just how easy it can be to implement. Of course, this accessibility and immediacy can be a double edged sword that can cause more harm than good when not properly handled (more on this below).
With all of this in mind, today we will discuss how live streams can enhance modern branding strategies by reviewing the basics of live streaming, why live streams are beneficial to brands, and end with some high level tips for marketing live streams.
Understanding Live Streams 101
As we mentioned in the introduction, live streams are essentially the live broadcasting (or sharing) of a video and/or audio stream to a live audience. As internet speeds have increased, the accessibility of this type of content sharing has gone through the roof. As little as 5-10 years ago, the average mobile device might have struggled to live stream high resolution content. Today, most consumer mobile devices are more than capable of live streaming from most places around the globe.
Where live streams differ from traditional live broadcasts of radio, TV, or other media, is in the interactivity. Many live streaming platforms like Google/YouTube, Instagram, Facebook, etc. will allow your audience to write comments and ask questions during the broadcast. Not only will these comments be viewable to the presenters (you) but they can also be made viewable by the audience. It should be noted that in certain situations comments can be turned off. Generally speaking, audience interaction is one of the unique aspects of live streams that make the brand strategy so potent.
The Benefits of Brands Live Streaming Content
Speaking of which, what is it about live streaming that makes it such a beneficial strategy for brands? Here are a few key reasons:
Live streaming improves social media engagement
Most live streams are performed through some sort of social media site, app, or on the brand’s website. Regardless, live streaming has been shown to increase audience size and audience engagement — leading to more followers and more sales down the line. Live streams also increase the immediate engagement of your audience for limited time sales or offers that require action by the viewers.
Live streams are more personal
Want to show off your brand personality? Live streams are one of the best ways to do so. Properly implemented live streams allow your customers to see your brand in a more relaxed setting, which ultimately builds brand recognition and brand loyalty.
Live streams are extremely flexible
Traditional media advertising is very structured. Buy a thirty second tv spot, a 15 second radio spot, or a billboard, and you get what you pay for. When it comes to live streams, brands are free to broadcast for as long or as short as they want and as often or as infrequently as they want. The flexibility of live streaming also extends to locations and events. Since live streams only require a mobile device with a camera and internet access, brands have adopted streaming strategies where they will go “behind the scenes” or “on location” for different events and promotions. This again breaks down the barriers between consumers and your brand.
Quick Tips for Marketing Live Streams
Now that we have discussed what live streams are and how they benefit brands, how can you make sure that your live stream will be a success? Here are a few tips on live streaming your brand that will drive engagement, sales, and present your brand in a positive light:
- Stay true to your brand identity and brand personality: the best live stream in the world presented by Pepsi would be considered a huge failure if it was presented by FEMA. Not only should your livestream fit your brand message, but be aware that consumers are savvy to “copycat” brand strategies.
- Keep things casual: one of the main appeals of live streams is their casual nature. Keep things light and keep things personal to engage your audience most effectively.
- Make the presentation interesting and engaging: this isn’t a powerpoint presentation! Live streaming is an opportunity to show off your product, your branding, and your personality.
- Promote your live streams: announcing a live stream ahead of time and “teasing” the event is a great way to build hype. Consider throwing in an incentive such as a limited time offer for those who join in live.
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