Looking at trends in digital marketing, it’s no secret that video has become an increasingly important part of the content marketing mix.
In a content-rich digital world, video is one of the most effective ways to engage audiences as it can be a more digestible and personalized form of interaction than written content. At the same time, there is a gradual shift from over-edited glossy videos to raw, unedited videos to share moments that are much more sincere and authentic.
One of the best examples – to win over audiences everywhere – is live video.
Live interactive tutorials, questions, and answers
Digital marketing is not just about selling your products; it’s also about showing the customer how you can be of service, fostering brand loyalty, and sparking interest in the topic under discussion.
- Plan but be flexible. Hold a specific point, but don’t think too much; leave space for suggestions and questions from users. Be personal and helpful and do your best to balance delivery and interaction.
- For example, with Facebook Live, you can run a private live session that is only visible to you. Set your privacy settings to Just me before tapping the Go Live button – a great way to get your camera ready before going live to viewers.
- Create a program. Routine can help to increase audience size. People are in the habit of watching the program on a certain date and time, and they will know when to come back in the future to hear the themes they have suggested.
Two-thirds of B2B marketers are using in-person opportunities as part of their content marketing strategy, according to Digitell’s research experience, up to 35% of people who watch a live stream of an event next year will participate in the event.
Broadcasting an event (whether it’s a music festival or a conference) can be a great way to attract new audiences, despite distance and other obstacles, and build a global online community around the event. It’s also a great opportunity to reach millennials if you deliver content using new technologies that make them feel comfortable.
Interviews and discussions
A fun and convenient way to use live streaming are to do live interviews and discussions.
Invite an interesting guest or influencer in your niche (in your studio or remotely) to discuss an interesting topic, share stories, or discuss current news. Allow users to ask questions along the way and pick the most interesting ones during the discussion (or at the end, if it’s an interview from your live stream). If there is a risk of the show being too promotional or corporate, a good way to shift the focus to the right people might be to conduct short, frank interviews with employees or customers (a bold move!)
Live announcements and releases
If there’s interesting industry news to share, an announcement, or a new product to get started… you can, of course, share the news with a press release, on your website, and social media. However, if you broadcast this type of content live, viewers will feel that you care enough to be able to announce the news “in person” and thus create excitement at the moment.
A look behind the scenes or at the company’s culture
Video is currently one of the best formats for storytelling, so it can be a great way to humanize the brand and make people feel that they identify with it. This digital marketing guide could shed light on large companies that appear to lack transparency and allow consumers to explore areas that are not normally open to the public.
Part of the company culture is a fantastic opportunity to break down barriers between a company/brand and its customers, helping to establish a more genuine connection.