January 27, 2017 Kevin Erb

All the way live

You see a lot of pontificating about new year’s resolutions this time of year. (Including some really good pontificating!) You’ll also see a lot of predicting this time of year – and marketing is not spared from the prediction game. Indeed, you’d be hard pressed to find an article discussing marketing predictions for 2017 that doesn’t have live video at or near the top. The big question for marketers, of course: Can live video work for my brand? And, if so, how?

Okay, so that was technically two big questions, but you get the picture. First, a quick primer: live video is just as it sounds – using a social or digital platform of some kind (Facebook being the most popular choice at the moment) to broadcast live video to your brand page using a smartphone or tablet.

Many marketers and brands – especially those in the B2B space – may look at live video and assume it’s a strictly consumer-focused endeavor. And yet! Live video presents numerous opportunities for unique and valuable audience engagement for brands of all shapes and sizes – and across all industries. A few examples of putting live video to work as a part of your marketing toolbox:

  • Trade shows / events. Trade shows and other industry events are a big deal for brands every year – why not bring the experience to those who can’t be there in person? Live video is a great way to share product announcements/unveilings, booth tours, floor tours, etc. And it’s a great way to engage with your audience each day of an event – if not more frequently.
  • Q+As / interviews. Sitting down with an organizational leader/ambassador for short, real-time Q+A sessions can be a powerful platform to address and discuss issues promptly and transparently.
  • Facility tours. Organizations can show off their headquarters, manufacturing facilities, logistics warehouses, customer service centers – you get the picture. Live-video tours can demonstrate an organization’s technological/physical sophistication and scale in an accessible, engaging way.

These are just a few examples of how, even for B2B brands, live video offers a wealth of possibility and potential for 2017 and beyond. Don’t forget that most platforms record and preserve live video, meaning it can be uploaded to YouTube or other social accounts after the fact to positively impact SEO and online visibility.

So if you thought live video was the shiny new object only consumer-facing brands get to play with, think again. And it’s more than just a shiny new object, too; it’s a promising new tool for organizations of all shapes and sizes to feel alive.

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