Live-streaming as an engagement tool on social media.
All the buzz surrounding videos on social seems to be about influencers. How can a brand survive without an influencer to keep them afloat?!
They could start by trying to do it themselves.
Live-streaming isn’t new, but it does seem to be somewhat underutilized in the market, probably because its reach can be limited depending on the platform. But it is a great way to increase engagement with the audience a brand does have.
Look at Going as an example. Formerly Scott’s Cheap Flights, Going is an online service providing members updates on cheap flights to destinations all around the world from whichever airports they add to their profile. The company knows its target audience is both money conscious and loves to travel, but it also knows that they may have a lot of questions. So, they go to Instagram live to answer them.
On occasion, the company will livestream an employee who will then take travel or discount related questions from followers of the brand’s account. They inform, give advice, and read off fun comments all while trying to make it worthwhile to the viewers.
By answering questions beyond a website FAQ page and showing a personal face, Going is showing its relatability. It’s saying ‘Hey, we’re people who love cheap flights just like you guys and we want to help you find them.’
They’re also giving users a chance to give feedback on the brand in a way where it is easy for the company to track what gains traction and determine whether this is a common thought amongst its user base.
Live-streaming is a great tool for interacting with consumers, but it also helps keep the brand top of mind. On certain social media, particularly those with stories, livestreams are pushed to the front of the page. It might even be the first thing seen when someone opens an app. This means engagement with the profile is boosted just from setting up the livestream. It doesn’t matter if the user actually comments or sends emojis on it.
Now that the benefits are understood, I should mention some best practices.
Before starting, let the followers know it’s coming. This will help boost the engagement even further and will allow people time to prepare in case they have something they want to comment or ask during it.
Don’t use it just to use it. Have a specific purpose in mind. It could be for a Q&A like Going or it could be to announce a new product. Whatever it is, make sure the audience knows it. Otherwise it could devolve into something it wasn’t meant to be.
Make sure to go live at a time that works for the target audience. It’s no use setting up a livestream just because it fits the employee’s schedule if the audience won’t have a chance to join. Set the time that works for both.
To conclude, live-streaming is a really useful tool for brands that want to increase engagement on social media. It helps them connect to the people who value them most and gives the company a chance to let them know that it appreciates them.
Sources:
https://www.business.com/articles/why-live-streaming-is-the-future-of-social-media