Why social video marketing matters and how to do live video right

A cat playing a keyboard? A dog playing the drums?

We’ve all watched videos online, albeit some more educational than others, but how can brands use video on social channels as a marketing tool? 

Many brands are already embracing video as part of their social media marketing strategy and it’s hardly surprising with over 8 billion video views on Facebook daily. It’s predicted that 80% of Internet use will be watching videos by 2019. 

Traditional 30 second television adverts are becoming obsolete in an age of shorter attention spans (well done if you’ve read this far). You have as little as 3 seconds to catch an audience’s attention on Facebook with a video. This means that not only does your video have to be timely and relevant, but it also has to be eye catching and effective, even if the sound is turned off. 

With new formats emerging almost daily, brands are often left scrambling to keep up and work out how to use these channels effectively.

Facebook Live is one such channel. Live video had grown dramatically in popularity over the last couple of months, with other channels such as Periscope and Meerkat also used widely. There are many benefits of using live video, such as being able to share events with a larger audience, humanising the brand and allowing brands to connect to their audiences in a unique way. 

Many household names are already effectively using live video as part of their marketing strategy. Our personal favourites include Buzzfeed’s nail biting live video on trying to explode a watermelon with rubber bands and and Dunkin Donuts giving a live tour of their test kitchen (don’t watch if you’re hungry). 

Live videos shouldn't be treated as a one off gimmick though, but instead considered as an important marketing tool to regularly share knowledge with your online audience.

Here are our top tips for creating effective live video campaigns: 

  • Teach don’t preach. Provide knowledge to the viewer instead of trying to sell. “How to” videos are still within the top searches on Youtube! 
     
  • Shareability is essential to increasing audience size. Think about what will make someone share your video stream.
     
  • Plan out a video amplification strategy: send out to influencers to share, consider timing of live video and boost Facebook posts to increase audience size.
     
  • Repurpose the video for other social channels with a highlights reel.

Keep your eyes peeled on our Facebook page for when we decide to take the leap and try our first live stream.