Nowadays it is important that you invest in a video marketing strategy to increase brand awareness and increase your reach, especially since so many people prefer video over other types of content.
But even with the most robust video marketing strategy, one key element is often missing: live streaming.
In recent years, live streaming has become a popular marketing tool. In fact, people watched 2019 alone 1.1 billion hours of live video, and 82% of people prefer live video from a brand via standard social media posts.
In addition, live streaming is an effective way to build trust and demonstrate authenticity.
Aside from the trust factor, there are many other incredible live streaming benefits that can strengthen your brand, including maximizing audience reach, demonstrating creativity, enabling direct communication between your brand and audience, and being cost-effective compared to other video strategies.
However, a major disadvantage of live streaming is its unpredictable nature, which makes your content prone to failure. To minimize these risks, it is extremely important to thoroughly plan your streams in advance.
Here, let’s cover six common use cases for live streaming, as well as how some big brands are using live streaming to promote new products or reach new audiences.
6 ways to use live streaming to build a brand
Now, let’s take a closer look at some of the most common use cases of live streaming for brands.
Unlike traditional video, live video enables direct communication with your audience. As such, brands typically take full advantage of this factor in the following types of live streaming.
1. Brand news and news.
Pre-recording your company updates can seem spurious and lack warmth. Announcements or other messages are a wonderful way to keep in touch with your customers, and live streaming is an effective way to do it.
By live streaming branded news, you are showing your audience that you care enough about them to speak to them directly. In addition, you can live stream such announcements internally to your employees and achieve the same effect.
2. Live interviews.
Let’s talk about something very exciting – live interviews. While it may seem obvious, live interviews should be streamed live, not recorded. Creating content like this can certainly increase your brand awareness, especially if you invite big names to your stream. With just two clicks, you can conduct pro-live interviews Re-stream studio. No third-party apps are required – just your browser, webcam, and microphone.
3. Webinars.
Another effective way to build your brand through live streaming is by hosting webinars. Get your leads and hold a training session explaining the principles of your work and promoting your brand values.
Such educational events can potentially attract a more diverse population. This way, you can have a positive impact on brand awareness and the desire of viewers to become their advocate.
4. Live Q&A
Similar to webinars, live Q&A sessions allow for continuous communication with your viewers. This gives your audience a chance to know exactly what they want from your brand and makes them feel like you care, that they feel heard.
Additionally, live Q&A seems like the easiest, fastest way to tell the world what your brand is about. Depending on the topic, you can ask each employee to provide answers in the questions and answers.
For example, if you think the questions will be product-specific, consider asking a product manager or product developer to answer questions. Alternatively, you can always ask a PR, marketing, or social media manager to participate in the questions and answers. Your audience will appreciate being able to give the brand a face.
5. Product Promotion and Publications.
Some big brands like Apple or Nestle, which we’ll get into below, use live streaming to promote new product releases. This gives a sense of authenticity and confidence in your product versions. It’s also a live release of a product exciting and causes a stir about the publication.
Plus, you can record your streams at any time and reuse them later on product landing pages.
6. Influencer Live Streams.
Using influencers in live streams is growing in popularity, especially as influencer marketing allows you to reach a larger and more diverse audience. Plus, influencers likely already know how to talk to an audience on camera, so your staff will be stressed out not wanting to be in front of the camera.
Additionally, you might be able to save some resources by hiring an influencer to run the live stream with their own equipment.
6 examples of brands with live streaming
Now that we’ve looked at potential live streaming use cases, let’s see how some brands are using live streaming to build or expand their own brand.
1. Apple
Apple, one of the largest technology companies in the world, is continually developing and expanding its products and often chooses live streaming to promote its new versions.
The company vigorously advertises its new products online twice a year. The live product release does not require any explanation. However, Apple makes a “Show El Grande” out of a traditional presentation. These events gather more than 10 million viewers worldwide.
2. Microsoft
Another technology giant using a strategy similar to Apple, Microsoft broadcasts live product announcements and in-house training for employees, as well as software versions and updates.
Events like XBOX game release draw millions of viewers, creating consumer awareness and excitement.
3. Nissan and General Motors
Both automobile manufacturers presented their new cars via live streams. Nissan streamed its Maxima at the 2016 New York Auto Show, and General Motors was the first car brand to showcase their product on a Facebook live stream.
4. Kohls
Another successful live streaming strategy was used by Kohl’s in 2016. She used influencer marketing to promote her Black Friday sales on Facebook Live. Kohl partnered with famous vlogger Judy Travis and managed to raise awareness and increase sales.
5. Nestle
Another example of a successful influencer live stream is Nestle’s drumstick Marketing campaign. The brand made masterful use of the trending hashtag #FirstDayOfSummer and partnered with a few up and coming influencers on Twitter’s Periscope.
The campaign quickly went viral thanks to live videos from influencers promoting drumsticks.
6. Ninja
Richard Tyler Blevins, better known as, has shown the most exciting development of a single brand Ninja. He was a professional gamer and started live streaming in 2011.
Blevins actively followed player trends and gained its popularity thanks to Fortnite. By 2020, Ninja had more than 23 million subscribers and an extremely popular brand in the gaming world. He often uses live streaming to connect with his audience and expand his reach.
What is the best streaming platform for building your brand?
The golden rule is to choose a Live streaming platform where you believe most of your consumers are. This way, you ensure that your resources are well used. However, if you want to target new potential audiences, you can try investing in a platform that will allow you to expand your reach.
Another important factor to consider when choosing a platform is the number of viewers. The more people circulate on a streaming platform, the better it will be for your campaign. The best streaming platforms include YouTube Live, Facebook Live, LinkedIn Live, Periscope, and Instagram.
You don’t necessarily have to choose a specific streaming platform, however. With services like Restream.ioYou can stream your live content on as many platforms as you want at the same time, maximizing your audience’s reach.
If you are convinced that live streaming could be an effective strategy for your own brand, check out Successful Live Streaming: A Prepared Checklist for Marketers to learn how to plan your first live streaming event.