One area of digital marketing that is likely to explode in
2019 and beyond is the use of live video on social media and other platforms by
a whole range of different brands.
With “canned” video already having become such a staple of
many marketing campaigns, intelligent and creative use of live can offer an
extra dimension and authenticity that can really drive consumer engagement and
differentiate the brand.
Indeed, some statistics illustrate how the use of live video
by marketing campaigns has been steadily growing and could soon take off.
According to Facebook, daily watch time for Facebook Live
broadcasts quadrupled over the course of 2018 and one in five videos on Facebook are now
live videos.
However, the challenge for many brands will be how to
integrate live video organically into their social media strategy, and their
overall digital marketing plan. It must be done in a way that is consistent with
the brand’s vibe and overall positioning. Otherwise, there is a risk that its
use can come off as, at best, a tick box exercise, or, at worst, inauthentic.
The kinds of things that work well on live video include: behind-the-scenes
looks at company headquarters, conferences and events, product demonstrations,
Q&As, interviews, and webinars. By creating such live events the brand is
offering more personal touchpoints between itself and consumers and allow
real-time dialogue and interactions.
Most importantly, live video is a free service. Even when
not physically together, consumers and brands can easily share important moments
and experiences together.
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