Currently, people comment more than 10 times more on Facebook Live videos than on regular videos according to Facebook Newsroom have reported that. Social marketers that are harnessing raw, un-staged, accessible video are experiencing more engagement and interaction with Facebook users than ever before from news corporations to fashion and beauty brands.
For those who have picked up Facebook Live, and are running with it, this is 5 brands:
Harper Collins Publishing.
With Harper Collins Publishing immediate offering of a daily Facebook Live program giving their readers direct access to their authors, they were quick to harness the power of video the minute Facebook Live launched.
To expand their reach beyond the traditional bookshop signing events authors are able via real-time video and written questions throughout. Although it is such a simple, magical platform that enables authors to film themselves using the Facebook app on their smartphones and without simply signing reader’s copies from long book shop queues they can also receive instant real-time feedback and questions from their readers.
Walt Disney World.
Facebook Live has been completely embraced by Walt Disney World. From the spinning chair in office of Steven Spielberg, he just recently streamed a little synopsis of the upcoming Disney movie “The BFG.”
Recently, on Facebook Live not only even more the song “Santa Fe” live was performed by the touring cast of “Newsies” but also all of this was streamed. In reality, to producing broadcast-quality live video a production team exclusively dedicated has been established by Disney Interactive Media and on social media before this recent streaming of a musical production has never been done.
According to Disney recognized that video marketing is hot. And even to produce content around Disney, for Facebook Live, it pays to select partners and celebrities. The power and capability of the platform are appreciated by them for the future.
Facebook Live was used by Airbnb, partnered with Disney on “The Jungle Book”, and campaign “Live There” of Airbnb very well. For the premier, Airbnb built a tree house on the red carpet. Also from the event, to live stream the tree house interviews, they used Facebook Live.
An integral part of the Burberry strategy has always been digital. With their “The Art of the Trench” campaign (a microsite that ran user-generated content of people wearing Burberry’s signature trench coat), they were early adopters of digital back in 2009 and to dive into social media platforms and developments eagerly jumping on Periscope, Snapchat, Instagram video ads and Twitter buy buttons, since then have been among the first luxury brands. It means treating customers the same way whether they are online, in-store or on mobile for Burberry. In a completely new and transparent way, unlike ever before in the luxury brand market it means giving them access to the brand for customers.
For the first time giving anyone access to the exclusive front row, being the first fashion brand to live stream the Spring/Summer 2010 fashion shows, Burberry was live streaming even back in 2010.
To give your brand a personality is the idea of video marketing. On social media, the illusion of transparency is one reason why users follow brands. What your brand really is and what it stands for are questions that people believe to be getting to know. A great way to bring them in is always that taking viewers behind the scenes and this way is exactly Facebook Live be used for at Dunkin’ Donuts.
They had all streamed live to shot a tour of the Dunkin’ Donuts test kitchen and then with the construction of a donut wedding cake they concluded it.
In around minutes and within thirteen minutes, they had 21,000 viewers and managed to achieve thousands of views, comments and likes during their first Facebook Live session. In their future marketing strategy, Dunkin’ Donuts recognized the stickiness of live video and plan to incorporate it a lot more .
On Benefit Cosmetics marketing schedule, they have successfully added value to their brand by including Facebook Live. Every Thursday at 4:15 p.m, they host a series called “Tipsy Tricks”. The presenters sip wine throughout, hence “Tipsy” to make things even “looser” and more spontaneous.
Viewers will be asked to let them know which products they would most like them to feature in the video and they will be responded in real time with their comments to fully include their audience. This way does both keep the viewers on their toes and cleverly indicates to Benefit HQ, which products their consumers are interested in.
And the comments are not wasted in Benefit. To the fullest by asking consumers to ‘like’ a comment regarding a particular upcoming feature, digital marketing is used, when they are interested in said feature being added to the Tipsy Tricks schedule. In spite of simple, genius at the same time.
It can literally be done using your smartphone and the Facebook app including Video Marketing needn’t be expensive. Although there are a few things to consider like the lighting, audio and composition, the idea of someone talking to their audience in a relaxed conversation means that to be successful in this area you do not need a huge video marketing budget. Follow the rules and get creative and the platform is all yours.