Livestreaming is an innovative way for brands to reach people in a natural, unscripted fashion without blowing their marketing budgets on costly video productions that are more challenging to create.
When real people are able to talk directly to existing and potential customers in real time while providing valuable advice, the business gains their trust; and with trust comes loyalty. With consumers hungry for more in-person interactions after a year of social distancing, how can brands leverage this medium to gain exposure and get potential customers excited about their offerings?
Here, 13 contributors to Forbes Agency Council share exciting ideas for livestreaming that brands can use to get in front of target audiences and connect with them in an organic and human way.
1. Include Your Audience In The Fun
Social media audiences are experience seekers. They don’t just want to watch something unfold; they want to be a part of it. Start with your brand and your products, and then identify what the high-interest experiences are with those products and how you can include your audience in the fun. Remember, two-way interaction is the key to building loyalty and affinity. – Katie Schibler Conn, KSA Marketing
2. Translate Offline Activities Into Digital
Most offline activities can be translated into digital. A dinner can be replaced with a live cooking event, for example. The intensity of the experience can actually be increased even further thanks to exciting formats such as Q&A sessions on Instagram Live. Concerts and product launches can also be entirely broadcast as a livestream, and star guests can appear or activate them. – Christoph Kastenholz, Pulse Advertising
MORE FOR YOU
3. Orchestrate A Virtual Scavenger Hunt
Orchestrate a virtual scavenger hunt tied to the brand or products where contestants are selected as finalists from six geographic regions of the country. The hunt takes place in their respective locations, and contestants check in periodically with a celebrity host. The team to collect all of the items first wins the contest, with prizes tied to the brand or product. – Christine Stineman, Strategic Elements LLC
4. Leverage The Power Of Pop Culture
Find a custom livestream solution, then leverage the power of pop culture, celebrities and public figures to drive authentic interactions. Whether you are creating experiences for new audience growth or enhancing relationships with your most loyal consumers, create experiences that drive love for your brand by offering consumers a chance to meet the people they admire most. – Jeremy Holley, FlyteVu Agency
5. Have ‘Happy Hour’ During Events
For in-person interactions, we recommend having “happy hour” during livestreaming events that discuss product offerings. Try and simulate the things you would do if it was a face-to-face, in-person event. We ask people to bring their favorite beverage and snack when hosting a networking event, community gathering or product launch. You can reward attendees with e-cards, such as a Starbucks gift card. – Michael Fox, Corberry Digital
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
6. Tap Into Social Media Influencers
Brands should tap into social media influencers to create live events on social. Influencers have a built-in audience and engagement with your potential customers. Pick the right influencers who can credibly speak for your brand/category, and allow them to invite their followers in for an interactive live session. Be sure to provide plenty of links to your product during the live event. – Aliza Freud, SheSpeaks, Inc.
7. Livestream Simultaneously On All Major Platforms
Simultaneously livestreaming your webinar on all major social platforms while taking questions from your live audience members is a great way to gain exposure. Viewers can submit comments on any platform, and you can interact by calling out their names: “We have a question from @TinaMeyers2030 on Twitter.” You can build a real social atmosphere in real time. – Bernard May, National Positions
8. Reward Repeat Attendees With Unique Prizes
As in-store live activations are put on pause, it is important that brands still interact directly with their consumers. Brands should look to offer unique giveaways and prizes to the consumers that join their livestream on a recurring basis, rewarding them for their brand loyalty and engagement. – Jordan Edelson, Appetizer Mobile LLC
9. Organize Live Q&A Sessions
Live Q&A sessions may not be a new idea, but they remain popular for a reason. Especially in a time when face-to-face services have been limited, a simple interaction such as asking an associate about a company’s products and hearing an answer in real time can feel surprisingly personal and make a connection. – Hannah Trivette, NUVEW Web Solutions
10. Do Something Unexpected For Your Audience
Do something unexpected for your audience and make it interactive, such as through product demonstrations, unboxing, tutorials or how-tos. Most consumers read reviews and watch unboxing videos before making a big purchase. Why not show off your product or service with a live product demonstration or tutorial while giving your audience an opportunity to ask questions and participate? – Robert Simpson, PR Associates
11. Consider Instagram Live Collaborations
Instagram Live collaborations are an excellent choice for businesses. A Q&A session with industry experts or influencers is essential for building expertise. This could be, for example, a cosmetologist and a beauty brand, a live yoga class with an instructor from your fitness school or a live cooking class with the chef of your restaurant. Mutual inspiration between the clients and the brand is the key to success. – Oganes Vagramovich Barsegyan, Digital Beverly Marketing Solutions
12. Ensure High Production Value
Consumer expectations have risen in tandem with accelerated technology offerings during the pandemic. A livestream should have high production value and be visually enticing. Including a host or emcee adds an atmosphere of entertainment. Content should be concise; and interaction through chat functionality and recognition of attendees can reduce drop-off rates. – Scott Kellner, GPJ Experience Marketing
13. Provide An In-Person Tie-In
We all know that sending a care package before a livestream can be effective, but also very costly. Instead, mail out physical invitations with the link on them. Assert a dress code or a theme. For instance, are you launching a new coconut water? Great! Ask everyone to wear their best Hawaiian shirts and provide a piña colada recipe. Send them a link to a Spotify playlist to set the mood. – Kelly Samuel, Kelly Samuel
Go to Source
Author: Expert Panel®, Forbes Councils Member