June 11, 2018
Everyone appreciates perfectly curated. But do you know what is even cooler? Connecting with your audience through relatable content.
One way that brand marketers establish an authentic connection with audiences is to give them a behind-the-scenes, in-the-moment, look through Facebook Live.
As a matter of fact, on Facebook one out of every five videos is a live stream. This allows the audience to dive deeper, see the imperfections and authentically develop a true emotional connection between themselves and the promoted brand.
Facebook recently launched new updates to Live that will enable brand marketers to get in front of their target audiences quicker and easier than ever.
Thanks to the update, one can obtain a persistent, permanent stream key for repeated use – meaning lesser lag time when using Facebook Live.
For example, if a brand wants to do a Facebook Live takeover, it merely needs to send the creators, production team and publishers their stream key, making setup much more efficient.
This is especially helpful to brands where their content has a specific cadence to follow, for example, a recipe.
Doreen Colondres partnered with American Heart Association to promote “Healthy For Good,” a campaign encouraging a healthy, better lifestyle where she showed fans how to create healthy Avocado Pesto sauce.
https://www.facebook.com/doreen.colondres/videos/1451214564926035/
Doreen’s fans got to experience a one-to-one direct interaction with her as she created the recipe.
With the Facebook Live Rewind feature, brand marketers can rest assured that at whatever point they began viewing the Facebook Live stream, fans can rewind the stream if they have missed a key ingredient mentioned.
With crossposting, brands and creators will have the ability to aggregate views, comments and Likes by using Facebook Live to broadcast a single post on various pages.
Instead of having to post only on either the creator, brand or publisher page, now one video can be native to all involved pages, amplifying brand reach to the max.
Last year, Bobby Parish & Maddi Jane took fans for a unique Behind-the-Scenes tour of the M&M Factory in Kansas in honor of the new Caramel flavor launch.
The content stream, which lives on the Meijer page, has attracted over a half-million views, and in the future crossposting can amplify brand success to the next level.
https://www.facebook.com/meijer/videos/10154711087496636/
Though this takes away from the raw feel of a true Facebook Live stream, this will allow brand marketers to carefully position content and publish it in a strategic manner, without worrying about any potential errors.
Krishna Subramanian is cofounder of Captiv8, San Francisco. Reach him at ksub@captiv8.io.
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