We are all live broadcasters now. With the advent of Twitter’s Periscope, Instagram Stories, and Facebook Live, anyone can broadcast what they do – useless or not – and broadcast it on their social networks.
Live video is a game-changer for social users and, as is often the case, becomes a game-changer for brands. The companies didn’t quite dive into it, as the live broadcast carries risks at a time when a little negative publicity can take a long time.
That said, brands need to explore the use of live streaming to reach consumers easily – on the social channels that consumers prefer.
The risks associated with the delivery
Brands want – and increasingly must – have control over all aspects of their public image. So even if a company carefully prepares for a Facebook Live video, there is still a chance that something will go wrong.
The opportunity for a vivid dream
Live video offers brands a way to interact with consumers in new and engaging ways, and an opportunity to develop new ways to advertise directly to viewers.
For example, an airline could refer people interested in airplanes and notify them of an upcoming live video tour of a 747. The operator could run an ad just before (or even during) the live broadcast and reach an audience that is sure to will be interested. in participation in the relevant topic.
Three Tactics for Living
Moving TV ads to social media isn’t enough to ensure engagement. Brands will have to use their resources in three tactical approaches.
- Create high quality, timely content
Videos should be attractive enough to prevent users from browsing your social feeds. The first few seconds are crucial: they need to grab the consumer’s attention; otherwise, viewers will quickly skip the video.
But don’t rely on sound if you’re creative. While the auto-play features may mean the sound is on, many customers still immediately mute the videos. Use only visual aids or add captions to tell a story without sound to get your audience’s attention.
- Create target groups
Marketers can now create and target video ads on Facebook based on age, location, gender, and interests. They can also upload their own buyer information to create a personalized audience. Meanwhile, marketers on Twitter can target users who have likely seen their ads on TV, making the transition from traditional TV to digital video much smoother.
Advanced analytics and marketing practices are needed to divide your total audience into relevant segments, create strong messages for each segment, and then determine how much to invest in each segment.
- Gather the knowledge of the platform
As more marketers move into the video space – be it through programmatic advertising or branding, it’s important to gain as much knowledge as possible about the platforms and content formats available. This way, you can make the most of your advertising dollars and be willing to adapt to the inevitable changes in the social landscape.
For better or worse, the social media industry is constantly evolving. New publishers and platforms are constantly appearing. To stay relevant, established participants must innovate and fight for every user – so they change ad placements, change algorithms, and develop new targeting options. As a brand using its platforms, you’re happy to be aware of the major changes for even a few months, and you certainly don’t have any information about when, how, or where updates are happening. Unsurprisingly, constant change can be quite a challenge.