(image via Pixabay)

Digital marketing has expanded its horizons to not just utilize online ads, but to also use social media platforms to promote products and services. Live videos are one of the new innovative ways that companies and influencers alike are using to gain higher engagement and reach to an audience. What makes this feature so functional is that it can be used on various social media platforms such as Instagram, YouTube and even TikTok.

But perhaps you might be wondering, what makes live videos a great outlet for promotion? There are two key reasons.

First, live videos are a great way to showcase yourself in an authentic and transparent way. Compared to edited videos with their refined touches, live videos allow you to engage with others in a natural and candid way. An emerging trend among influencer popularity is their relatability and authenticity. In a study published last month, it was found that influencers pay close attention to their authenticity as part of their brand strategy. 

Second, live videos are a great way to gain more followers. As a tip, it is always a good idea to promote your live broadcast. On Instagram, this can be done as a story where you can even add a countdown. Additionally, for other platforms like YouTube or Facebook, you can pre-broadcast where it will state when you will be live. As soon as you begin your live video, a notification will be sent to your followers. This is a great way to get traction on your video, and it opens up the potential for others to see your content who may give you a follow.

Advice for using live video as a marketing tool

(image via pxfuel)

Whether you are a business or influencer, using live videos can be beneficial as it is another added component to your mix of content. Here is some advice on using live videos on social media effectively.

If you are a business, it is usually better to have an individual behind the camera. While for influencers, this point does not apply, it is still important to be mindful of your behaviour and charisma while being live on social media. The person that is behind the camera acts as the storyteller who navigates the content that will be shared.

It is important to have a clear content strategy about your brand, remember that you are not just doing a live video for leisure. This means you should do some preparation work in creating a script with how you want to present your product or service. But keep a fair balance, not everyone will tune in just to see what item you are promoting. 

Live videos are usually shot in one take, and this is why it is important to stay focused on your business goal. It is easy to get distracted, especially on Instagram when there is a rush of comments that may be distracting you from your initial purpose. Which is why another added advice to this is to use collaborations with other people in a video, this will ensure that there is a consistent flow of content with no awkward pauses or breaks. 

The final piece of advice to keep in mind is to engage with your audience. People would rather tune in to a live video where the host is actively listening to their watchers. As previously stated, showcasing your authenticity and reliability can be a great incentive to drive others to take interest in your product or service. For example, Kylie Jenner did something quite unique with her cosmetics line, where she introduced Instagram filters that allowed people to try it on virtually. And how did Kylie promote this? She streamed a live video with her trying them on, which certainly drove people to take interest in the products.

Live videos on social media can certainly be effective for digital marketers. With these pieces of advice in mind, remember to take this as an opportunity to increase the variety of your content, while potentially growing your audience. 

Qode Social is a Toronto-based social media marketing agency that specializes in community building, account growth, ad analysis, Facebook and Instagram support, and more. Led by experienced social media experts, Qode Social has worked with companies such as Gay Lea Foods, Days Inn Canada, TP-Link and more. Qode Social is a division of Qode Media, which is the parent company that focuses on SEO and graphic design.