This post is a continuation of our live video series. Check out last week’s post on non-profits and live video.
When it comes to live videos and branded content, video streaming for businesses that sell products seem like a no-brainer. There are many different ways to use live video for these businesses, the most popular being product demos and launches. In other words, it’s easy to create a live video around a physical product. The goal, of course, is not simply to do it but do it well. The point of live streaming is not to create an infomercial or a commercial- this is about marketing, not advertising. Here are some examples of companies that have used live streaming for their product based businesses without phoning it in:
Barkbox is a subscription service dedicated to dogs (they send accessories and treats). I suspect their success on Periscope has a lot to do with their primary material: puppies. Since they can’t talk and share their feedback on BarkBox products, the marketing team shows various dogs enjoying their goodies from the box. The target market is dog owners, preferably the type who can be moved into purchase by adorable puppy videos.
Doritos used Periscope to create excitement around their product “Doritos Roulette.” They created a contest involving Periscope, Twitter, Vine, and YouTube. The contest itself seemed a bit complex to me, but maybe I’m just not that passionate about my snacks. Doritos has a pretty big following on social media, so the contest had high volumes of participation. Below is one of the tweets from Doritos announcing the contest:
The rules for participation felt like a lot of hoops to jump through (again, not a dedicated Doritos fan) but it still had a lot of participation.
Adobe used Periscope for a 24-hour broadcast leading up to the release of Creative Cloud last year. The @CreativeCloud channel shared inside looks at the software and discussions with employees. Throughout the day, the Adobe Periscope channel followed various employees across the world while discussing/demonstrating the different components of the new product. Adobe took their product launch and made it into something more, something that you wouldn’t necessarily expect from them. The 24 hour broadcast was an interesting innovation, too. Most channels won’t have broadcasts that go for that long- although this was a bunch of smaller streaming events from the same channel rather than one continuous stream, it was still a unique use of the app.
BMW (and any car company, really) uses live streaming video to roll out new models (pun intended). Last October, BMW used Periscope to stream the live launch of the M2, and it was a huge success (they gained about 3,000 new followers). They already have plans to use this method for new model launches this spring. Rolls Royce was a slightly earlier adapter, as spokesperson Gerry Spahn explained: “Given how stunningly beautiful the car is we wanted to share it with as many people as possible. Today that means live streaming.” Bingo, Gerry.
You may ask yourself ‘If I’m a small business though, what am I supposed to do?’ Try taking some pointers from Miami Candy, showing how to make candy kabobs with their products.
(PS I can’t screenshot the broadcast and the name of the broadcast so I picked to screenshot the title while it was loading.)
How to do my own candy kabobs? Don’t mind if I do.
What can we learn from these examples?
1) Know what your customers want to see. Yes, it helps to have an amazing product that everyone wants to see, but if you can’t make it interesting, then what’s the point? Each of the companies mentioned above has a different formula for their live streaming stories. BarkBox uses puppies and puppies enjoying products, which makes sense considering their customers. Adobe recognized that it’s customers are probably interested in learning more about how they can use Creative Cloud and other products, so that’s what they delivered. Before you start streaming, think about what your audience is interested in.
2) Announce in advance. You’ll notice that most of the examples above use One of the keys to any event is to make sure you give people enough time to plan their attendance. Adobe used their blog and social media to get the word out about the event, and the Doritos post above was shared 5 days before the event. If you can, be as specific as possible about the date/time for followers to tune in.
3) Customer service on a new level. One of the more popular components of Google Hangouts on Air and Periscope is the ability for audience interaction in real time. People who are watching can send comments and questions, which is a great opportunity for a Q&A around a new product/use of a product. This article from Hubspot has some tips on responding to questions as they come in. For brands with lots of followers, broadcasts are likely a whirlwind of activity and might require an extra person to help facilitate the stream. Responding to questions and comments is a recommended best practice in live streaming content.
4) Have fun. Like Barkbox showing puppies, you can show people using your own product in a fun way. You can take people behind the scenes or give them tutorials like Miami Candy. The point of live videos is to make your business interactive in a way that people will want to buy from you- build trust, tell a story, and don’t be overly aggressive with the sales pitch.