Live video is where it’s at, from sharing silly voice-changed snaps to hosting your brand’s marquee events and inviting the whole world to join in on the fun.
As creatives, we’re always thinking up ways to use live video to connect brands with their fans in attention-grabbing ways. Here’s a taste of what inspired us this month, as we focused on live video.
She shared it on her Facebook page and amassed 1,300 views in short order. It’s not hard to see why. It’s funny, it’s relatable and — most importantly — it tells a story.
One of the reasons live video is the disruptive force in marketing today is its accessibility: There are billions of us on Facebook Live, Snapchat and Instagram Stories. Sharing a joke, a soapbox moment, or a brand’s key message are just a few clicks away.
Online video already accounted for 60 percent of all web traffic in 2013, but it’s projected to make up 76 percent by 2018.
Here is a sampling of some live streaming moments that inspired us, and sparked conversations about how we can use live streaming with our brands:
This Facebook Live event featuring Jim Shockey and Bowtech had such amazing, intimate engagement with its fans. Hundreds of people participated, and this particular event on Bowtech’s page had 3,500 views. The event was also being streamed to Shockey’s page, and had more than 40,000 views within an hour of the event. It’s currently at 65,000 views on his page, giving the event — while live — depth and staying power. There was a mix of planned content, a live interview and Q&A with fans (who could be almost anywhere in the world.) Enthusiastic questions were cheerful and the connections were real. This mix of planned content and live interaction is a great plan for brands with a niche audience.
Cinebody and and Spy Optics teamed with major influencers to #Spreadhappy, which resulted in a very positive, brand-affirming campaign. The athletes were directed from a remote location and could upload their content in real time. The cost savings of that sort of project makes it a compelling advance, but it’s main benefit is the fresh, live-action (and happy) feel of the storytelling.
Creative storytelling. An interactive crime story unfolds on this creative storytelling using Amazon’s Alexa. It takes “inspired by real events” to the next level, since data from Alexa was requested in a real homicide investigation. The advertising possibilities on this type of storytelling are limitless, as there are so many devices and apps that can be used in creative and entertaining ways.
Sophisticated stories. Videos are taking over e-commerce, and major beauty brands, among others, are noticing. Instagram Stories are one place where the newer video platforms are taking advantage of very traditional, sophisticated marketing practices.