In the last six months, live-stream video apps have emerged as the shiny new toy in the marketing toy box. First it was Meerkat, then Stre.am and finally Periscope. All share the same idea, enabling anyone with a mobile device to broadcast and share life’s experiences as they happen. As with any new and exciting medium, marketers are quick to get in on the action in order to be where their customers are, as well as puffing their chests out as early adopters.
There is nothing wrong with brands or agencies recognizing the possibilities of these apps and wanting to be quick to reach their customers, but we would like to preach caution. Substance is important. Strategy is important. Don’t just add to the fire hose of live content, add substance to it. Create content opportunities that separate yourself from your competitors. Make sure the content is relevant to your brand and creates exciting ways for your customers to engage.
Below is a short list of live-stream video marketing tips that can help brands engage with customers in ways that, until recently, were not possible.
- Product Demos - Live streaming of product demos is an extraordinarily effective method for boosting conversions. These apps offer the possibility to change the way webinars are consumed by allowing users to save and view the videos on demand, specifically with Periscope. Customers in the consideration stage may want to view your product several times before moving to the decision stage. While services such as EasyWebinar also allow you to save webinars and videos for a later date, they come with an annual fee that you may not want to pay. Periscope and Meerkat are both available at no cost on the app store.
- Hosting Interviews – Conducting interviews can go a long way in building your brand image. If you are interacting positively with other experts in your field or even customers, your brand will be looked upon more favorably. Tap into these sources and give customers an opportunity to hold a dialogue with your brand and your subject matter experts.
- Q&A Sessions – Piggybacking off the last tip, Q&A sessions are another way to communicate directly with your customers. These sessions are a great way to clarify any points of confusion that may be negatively weighing on your brand and is another sign of brand transparency. Live-stream apps also allow for a more organized Q&A session than say a Twitter chat or forum, which have character limits and timing inconsistencies. For these sessions, brands can again choose subject matter experts that will deliver clear and educated messages to your customers.
- Behind-The-Scenes Access – Exclusive, behind-the-scenes content is one of the most significant ways these apps can give brands an edge. Trade shows are still a major player for many brands and live-stream video apps can give customers around the world an up-close and personal view of major trade shows where your brand is featured. You can also feature “how it’s made” type videos to show customers the ins and outs of your product from a point of view that may have otherwise been hard to showcase.
- Improve Transparency – Lack of trust has traditionally been a problem that brands face when trying to market to customers online. The trend appears to be shifting as brands engage better with customers over social media, but companies must still work hard to earn their customers’ trust. Using live video can help with transparency as you will be seeing the face of and speaking directly to brand representatives. This will help build customer trust.
We can't stress enough that adding substance is critically important when considering how to integrate live-video content. Brands today should think strategically about whether live-streaming adds any benefit to their marketing efforts. At Verge Pipe we've crafted ways to help brands seamlessly integrate the power of this new medium with traditional forms of media and advertisement that has produced great results.
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