Since the Facebook Live went off on April, 2016 became a year that witnessed greatest gearshift of video content.
So, why did Live Videos set this unparallel benchmark and is considered as one of the biggest trend by industry experts.
Let’s look at this like this:
Phew!! Thats hell of an engagement.
So, if you are one of those E commerce brands diving into video marketing, I suggest to start with Facebook. The beauty of Facebook Live or any Live video is it is interactive and engaging. An impressive and meaningful video increases customer’s faith in brand and the product.
Brands are using Live videos and why you should too:
Audience crave videos. They serve as the best medium for storytelling.
With growing shift in online shopping, customers are now moving on to omnichannel, seeking authenticity and an easy shopping experience. This makes it more difficult for you to keep your brand on strong foot and maintain constant touch with your customers.
To so so, you need to move beyond the traditional e-commerce framework and generate an interesting content.
Speaking of which, video is most popular and most viewed content among customer as it enables them to have crystal idea about the product.
Coming to the why part of the question,
● Real time videos create more realistic and instant experience. It serves as a wonderful tool for personalization.
● Live videos creates a communicative channel. Hence, no matter where your viewers are, they feel connected to brand and an important part for the same.
● Video is way better and easier to get into head compared to eye draining written content. The more creative and fast loading video is, the more it is sharable.
The best part of live video is, it enables instant feedback from customer, consumes lesser time in identifying the pain area of your audience and you get better idea of their likes dislikes.
Facebook beats algorithm big time
Let’s accept it! When algorithm hits, it's almost like
Of all benefits you and I have in mind, the most realistic one is: If you want to be visible and reach out in more organic search, Live videos dominates Facebook. As a matter of fact, right now, algorithm is all in love with Live videos than anything else.
Hence, if you make an interesting and engaging live video that is likable and sharable, it will be more relevant in search result and will appear more on newsfeeds. It can literally help you from disappearing from Web.
Brands that got it right at first go:
Buzzfeed literally took the internet by storm when it came up with crazy watermelon video. By the time it was over, it had already generated more than 800,000 viewers and was trending all over Facebook and twitter. I think that was the moment we all realized Facebook live was meant to stay forever and is no joke.
Lesson to Learn: The reason Buzzfeed could get a video like this viral was, its understanding and connect to the audience. Live video was to engage the audience and make them part of it. Though, many viewers agreed they didn't even know why they watched 45 mins long live video. But it surely made them glue to screen.
With over 380,000 views and over 300,000 comments, Boohoo had the top-performing live brand video of 2016.
They leveraged Facebooks API to connect to it's audience live, with just series of trivia or images that can be answered about or inquired about in comments, within the set timer consistently flashing a winner every minute.
Lessons to learn: Timing your Facebook Live broadcast with a trending season is surely to give you an upper hand over other brands. Boohoo chose to go live during Black Friday, thereby leveraging customer’s lookout for urge to buy, and engaging them in various ways where they could win a product every 60 secs.
Tempting offers helped in gluing customer to site and also generate a great deal of traffic to site, thereby increasing conversion rate by making most of festive season urge to shop.
(A) Asos :
Asos launched Facebook Live Broadcast in August 2016 called “100 layers of Asos” where two staff members dressed models in 100 layers of Asos clothing in 30 mins.
They engaged viewers by asking them to drop their suggestios in comments as to which item should be hand picked first. This went very well for the brand and according to the Digiday The broadcast received 61,600 views, which is on par with the biggest publishers on the platform like the Daily Mail.
Lessons to learn: Live giveaway motivates audience to not be mere spectators and participate real time. This makes them feel counted and important. By engaging them to express their choice/opinion on what to style next, you establish a strong bond with your customers. They will always come back to you under such events.
As intimidating as the Facebook Live sounds, there is an easy way out if you are just beginning. For starters you can create series of steps, sequence it from what you plan to do, how can you promote the product in Live. Once you are done, encourage viewers feedback and follow up.
This will help you see a motive/purpose in doing it. Once you see that, it's easy to tackle Facebook Live and make the most of it.
Simple, yet powerful