To stay competitive, it’s not enough to just produce a product or offer a service. For the customer, the emotional connection with the brand or opinion leader comes first. Customers need something more than just a product: it is important to share values, to see the people who created the company.
One of the most successful tools to help achieve it is streaming. This format of interaction with current and new audiences brings them closer together: loyalty and trust appear.
Why do bloggers and companies need YouTube live streams?
- Use the footage in other formats. The audio track is practically a ready-made podcast, the video parts are materials for Instagram reels and stories, and useful tips and advice are a content plan for text posts or useful guides.
- With live streaming on YouTube you increase viewers’ interest in a product or service. By building a trusting relationship (streaming is a live dialogue), you can build a loyal community.
- There is empathy and emotional attachment due to the effect of “live” communication. The user has the feeling that this is a meeting with a friend, especially if the expert or celebrity has answered his/her question specifically.
How to use streams?
1. Presentation of a product or service
Formats: Q&A with an expert or support service, conversation with market leaders about industry problems and how the product solves them.
When to use: the launch of a new product line, rebranding – significant events in the life of the company.
Why do it? Such live broadcasts increase loyalty: the audience sees real employees in real time. Helps to sell, educate, and entertain at the same time.
Who to look up to: one of the most expected events for fans of Apple products is the annual presentation of the company’s new products. This tool works not only for the giant companies.
2. Product demonstration
Formats: tutorial, instructions for use, unpacking, customer cases, finalizing current products and services.
When to use: during seasonal marketing campaigns – exclusive promotions and special offers.
Why do it? Recorded product demonstration is suitable for repeated use of these videos. Post on social media so users look forward to the next broadcast and subscribe.
Who to look up to: chef and restaurateur Jamie Oliver hosts streams where he shares his own secrets and introduces new products, such as announcing the release of a cookbook of his own authorship.
3. Online product/service launch
Formats: launch of a product or service in real-time streaming format with interest-generating announcements.
When to use: if the product is limited or difficult to use.
Why do it? This method not only attracts people to an event, company or product, but can also boost sales. Google, Apple, Honda are the brands that often use such launches.
Who to look up to: The Electronic Entertainment Expo, an exhibition of the computer games industry. It is held annually. New computer and video games, game consoles, and accessories are presented at the exhibition.
4. Backstage
Formats: preparation for a live stream, webinar, master class, show, concert, demo day, fashion show.
When to use: if you want to increase traffic and create excitement before the main event.
Why do it? This type of video content will provide a deeper level of interaction and demonstrate the lives of the real people behind the company.
Who to look up to: American cosmetics brand Fenty Beauty, founded by singer Rihanna, announced the launch of the online store Fenty – a live broadcast with master classes on makeup and interviews.
5. Educational events
Formats: conference, public talk, lecture.
When to use: in case the company has strong experts who are willing to be speakers.
Why do it? Increase trust by demonstrating strong competencies within the company. Develop the HR-brand: train company employees, find new cool professionals.
Who to look up to: digital agencies often hold meetings with global market stars. This allows you to get first-hand knowledge no matter where in the world the user is.
6. LIVE-interview
Formats: live stream on YouTube, Instagram, Facebook – the social network where the project is most represented.
When to use: attract a new audience via an interview with a big name in your industry.
Why do it? Raising brand awareness or improving the personal brand for the blogger: attract as many viewers as possible, activate current subscribers, generate discussion on the comments, get on blogs and the media.
Who to look up to: actor and musician Jared Leto connected different followers on his Instagram feed during the quarantine.
Streaming as a digital tool is definitely worth a try for bloggers and brands. The benefits from live streams are quite weighty enough not to give up this type of content. Absolutely any type of content can be transformed into a live broadcast. Even practical jokes can be carried out live, if there is an element of the show: a charismatic presenter or unusual scenario twists.
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