83% of Instagram users state that they find new products or services while surfing the platform. So how can you make sure your brand attracts new audiences on Instagram?
One way is with Instagram Live.
The live function is part of Instagram Stories and allows you to stream videos and connect with followers in real time. When a user goes live, Instagram notifies their followers and highlights their profile picture in the Stories section so that it comes first in their followers’ feeds.
Live video can be an effective tool for highlighting your business offerings and hosting interesting events for users. According to a poll by Vimeo Livestream and New York Magazine, 82% of people prefer live video to social posts from a brand!
But enough about me – now I’m taking inspiration from those who are already using Instagram Live to grow their brand.
How 6 brands are using Instagram Live
1. Global Citizen
Global Citizen is a non-profit organization that aims to end extreme poverty by 2030. Earlier this year, the brand used Instagram Live to promote its #TogetherAtHome campaign – an effort to promote social distancing to slow the spread of coronavirus.
To attract the audience, Global Citizen hosted a series of concerts at home together with numerous celebrities. Below is her Instagram Live collaboration with HER, a musician.
In this livestream, HER campaigned for the quarantine, played a few songs and responded to live comments to lighten the mood in difficult times. In addition to the many heart-and-eye emoji reactions, viewers also shared comments such as, “This song brings me so much peace.” And “Music heals.” to express their joy.
Our socially distant world also helped make the #TogetherAtHome campaign popular because it could virtually bring people together.
The snack for your company: Research influencers in your industry to partner with and host Instagram Live acquisitions. This way, your company is likely to reach new audiences who are more willing to learn more about your brand. You can also interact with viewers in real time in the comments or let your guest leave a message about your business.
Lastly, you should tie Lives to current events to make your livestreams relevant to national or global conversations. These measures increase your brand awareness.
2. Barry’s boot camp
Barry’s Bootcamp is a global fitness studio that offers training courses. The company has used Instagram Live to its advantage by sharing high-energy workouts.
The live feature works well here as it can be more interesting for viewers to follow a live class than to watch a recorded session. In Live they can also see how many other viewers tune in and watch their reactions to the class. The instructors also offer motivational words of encouragement to keep the energy going.
For Barry’s Bootcamp, live fitness classes are aligned with the company’s brand and mission and provide valuable content to fitness enthusiasts. This helps to increase brand value and attract future customers.
The snack for your company: Instagram Live can also be used to host live workshops from your company. Lives make it easier for users to participate and can serve as something that people look forward to in their time.
Think of Instagram Lives as a way to create a virtual community of people who come together to do something. Likewise, a wellness company can host live meditation sessions. Any activity is up for grabs as long as it supports the business vision.
3. Chipotle
Chipotle is a fast food chain that serves Mexican food. The company uses Instagram Live to share delicious recipes. In the following example, Chipotle’s Chef explains how to make margaritas for Cinco de Mayo.
In this live, Chef Chad guides viewers step-by-step through his margarita making process, explaining the thought process behind each step. This tutorial is one that viewers can trust and learn from as it is from a top chef at the restaurant, especially if they are already a fan of Chipotle.
It’s also worth noting how this Instagram Live celebrates the Cinco de Mayo, which of course is linked to the restaurant’s Mexican cuisine. Chipotle used this vacation as a great opportunity to provide fun and informative content.
The snack for your company: Ask yourself: What can we as a company teach our viewers? Depending on the answer to that question, Instagram Live can be a great place to let your audience know while responding to their feedback and questions in real time.
The Chipotle example above will also help you better understand how recognizing well-known events and holidays (e.g., cultural events, sports and award times) can work in your favor for this type of marketing strategy.
4. Enjoy your meal
Bon Appetit is a magazine that deals with cooking and recipes. Recently, Bon Appetit used Instagram Live as an opportunity to host a virtual dinner party with various celebrity guests. Each guest pairing was also creatively named after the course of a meal, from starter to digestif. Below is a screenshot of the dessert:
Throughout the series, the chefs and guests had relaxed and casual conversations about anything and everything (you know how it goes at a dinner party). Bon Appetit was able to create a relaxed yet engaging atmosphere. For viewers, this could have been an immersive experience, as if they were chatting with their friends over dinner.
The snack for your company: Instagram Live doesn’t have to be formal. Let go of your guard and show your authenticity. Bon Appetit’s dinner party concept is both fun and creative – brainstorming potential topics that you can potentially incorporate into your livestreams to get the same results.
In addition, creating a series of lives will encourage users to follow your account and stay tuned to new content. You can also use Instagram’s guest feature to include someone else in your brand’s conversation.
5. Tough
If you prefer more structured programming, turn to Chewy, an online pet retailer for all essentials. Chewy is aimed at pet owners and offers educational content on how to care for a wide variety of pets. An example of this is Vet to Vet Live:
These Q&A sessions provide valuable insights from expert pet owners. Pet parents can also post their questions in the comments section for instant expert advice. As a brand, these educational videos help Chewy establish themselves not only as a place to shop, but also as a resource to turn to for any pet-related needs.
The snack for your company: Using Instagram Live to conduct Q&A as well as interviews can provide insightful tips and advice to your audience. This educational content will be appreciated by your eager to learn viewers who will help you build customer loyalty. In addition, it can be more pleasant to hear a conversation between several people and watch this interaction live than a one-man show.
6. Origins
Origins is a cosmetics company that makes products from natural ingredients. Origins aligns Instagram Live with its brand by showcasing products and having conversations about skin care.
As shown in the screenshot, the Origins representative is presenting one of their products near the camera. This is important as products on the internet often only display the packaging of the product. So, figuring out what the product itself looks like can help potential customers understand how they can expect and feel the product.
The two hosts also share what they like about the products and how they use them in their daily life. Sharing their stories stimulates viewers to think about how they can incorporate the product into their own routines, which ultimately brings them closer to buying.
The snack for your company: Live is the perfect place for product demos and to show customers what to expect from your company. This can resolve any purchase-related concerns. It also provides a place for experts and current users to address product concerns that a potential customer may have. Evaluate your current offers and create a live session to discuss how the customer can use and benefit from your products.
Regardless of what industry your company is in, all successful lives have one thing in common: They provide valuable content for viewers that is entertaining and / or educational.
Now that you know how other companies are using Instagram Live to market, here are the exact steps you need to take to get you started on your next live.
