This is huge. The time has come to witness an interesting transition in marketing. Finally, in marketing history, we have the technology, the media consumption behavior and platform to make live marketing really happen.
Facebook has made the Live functionality accessible for all users and pages. They’ve also opened up a Live API, making it possible for developers to create interesting solutions upon the Facebook Live technology.
What is “Live Marketing”?
Let’s start out by trying to define “Live Marketing” in terms of online marketing:
- It’s video with audio, broadcasted live (preferably on Facebook).
- It’s made for engaging.
- The targeted audience is the existing followers.
If anyone wants to discuss the definition, I would be happy to discuss in the comment section below (or on Twitter)!
Examples of Live Marketing I’ve seen on Facebook (so far)
- A Swedish artist performing songs from her new album. Acoustic, spontaneously and live.
- A restaurant hired an magician to run around in their restaurant interviewing (and entertaining) guests.
- A record label sending live from one of their artists concerts (Mumford & Sons).
- A Swedish artist having a live Q&A session with fans.
Among the examples above, I think the first and the last are the best ones since they’re really capturing the essence of live marketing. Imagine being a fan to an artist that suddenly starts a live video on Facebook – taking questions in a live Q&A! What a feeling! And imagine getting a live answer on your question! Boom! That’s really good live marketing!
Ideas on live marketing
- A bar could host a music quiz every Friday evening
- A grocery store (a physical or E-commerce) could have a live cooking show
- An artist could broadcast live from the recordings of a new single
- An actor or comedian could have some kind of impromptu monologue (or standup)
- A celebrity could have the fans join the red carpet
- A TV-show could have a live Q&A with some of the actor, right after each episode is broadcasted on TV
- A clothing brand could broadcast live from the designer office, or why not factory?
- A huge coffee chain with their own coffee brand (read: Starbucks) could broadcast live from the coffee fields in Brazil, along with having a coffee tasting session?
- A bank could have a financial news live broadcast every day at 11 am.
I think more pages should take the opportunity to emit their brand values through live marketing. It’s free, it’s extremely effective and (if executed correctly) could be really fun for both the sender and receiver. Facebook has made the format really encouraging to engage, which I think could be useful for brands who wants to get closer to their customers.
Do you like this kind of marketing? You should read my article on curious marketing!
The organic reach for an average company’s Facebook page is around 2-4% of the followers (depending on how well it’s performing). But when the page is starting a live video, all of the Facebook page followers gets a notification! That’s amazing! Overtime, this will (like everything else) be over-used for the advantage of the tremendous reach – but until then; hurry up to do some amazing live marketing!
The media consumption behavior – is there!
The technology – is there!
- High standards in smartphone video camera quality
- Constantly increasing Internet connection (both in terms of speed and geographical reach)
The platform – is there! But why Facebook?
With Facebook being a 12 years old social media network, pages have gained a tremendous traction in terms on followers. So, the most obvious platform for making this kind of live experience would therefore be Facebook.
What makes Periscope, YouTube Live and YouNow not worth mentioning?
I don’t exclude these platforms from the concept of live marketing, I’m just saying that Facebook is the optimal platform for live marketing (taking all kind of businesses into account). I mean, the local bakery probably don’t have a YouTube account – but they will probably have a Facebook page! Same goes in many industries. It’s rare to see an E-commerce site with a YouTube account – but you will in 99,9% of the cases find their Facebook page. Facebook is simply the social media standard.
By the way, I actually think It just is a matter of time before we see live video on Instagram (which I also think is a great platform for live marketing).
Go out and do some live marketing! Let me know how it goes! It would be really interesting if you shared some metrics with me!
Transparency/disclaimer: Since I’m working a lot with Facebook in my company Zalster, I’ve focused a lot on Facebook Live in this article.