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The social media world is always evolving and if you aren’t up to date on the latest trends, you could be missing the opportunity to connect with your customers and brand supporters in a whole new way. One approach to liven up your digital storytelling is with video.

According to Forbes, 64% of users are more likely to buy a product online after watching a video and Cisco Visual Networking Forecast states that online video is projected to make up 82% of web traffic by 2021. Video content on social media has become extremely popular as it often generates more engagement than static posts. Brands that incorporate various forms of video into their social feeds can not only see an increase in monthly metrics, but also a higher quality and longer lasting relationship with their followers.

There are a variety of applications for integrating video content into social media. From product launches to online tutorials, everything from cinemographs to stop motion videos are effective in grabbing your audience’s attention and making them stop scrolling through their feeds to view your content.

Live video is just one of the ways video content has changed how brands authentically interact with their followers outside of traditional methods of social engagement. Brands now possess the ability to go live anytime, anywhere and the only tool they need is likely already in the palm of their hand. You don’t need to have a script, a fancy camera, a big production or a large budget to create a successful live video. All you need is a smart phone and an audience.

Not only is live video available on social media platforms like Facebook, Instagram and Twitter, but there are also numerous apps and websites, like Periscope, that allow you to reach additional audiences to share your message or insights.

In order to maximize impact with your live video, be prepared to test different times, platforms, topics or devices to see which is the most effective in garnering engagements and quality interactions.

To show you live video in action, here is an example from Experian, a consumer credit reporting company, that uses live video almost daily to discuss trending topics, share industry insights and interview executives and influencers. Their use of live video not only gives the brand credibility, but also a human voice by sharing insights from their top executives.

Here are a few tips for live video success:

  1. Be authentic, personal and relaxed
  2. Test different times, platforms and topics for optimal success
  3. Answer viewers’ questions left during your live video stream (these can be answered in real-time and enhance the conversation or give you ideas of what your audience wants to see in future blog posts or video content)
  4. Smile, you’re live!

Below are additional examples of how dynamic video is being leveraged for a wide range of marketing objectives from brand awareness to industry thought leadership.

Tutorials:

Adobe shows customers how to get over their ex by cropping them out of photos. Not only is this topic fun and playful but it showcases the platform’s features and what tools to use as they take viewers step-by-step through the process.

Immersive Storytelling:

Toms Shoes is all about giving back with their “One for One” business model where the company donates a new pair of shoes for a child in need for every pair of shoes purchased. Toms created a 360-degree video during one of their trips to show customers what really happens when you buy a pair of Toms, building an emotional connection and establishing brand trust and support.

Now it’s your turn to dabble with video. From do-it-yourself live video to more in-depth video productions, the data is in… video engages, elicits emotion and moves people to action. Elevate your impact today by giving your audience more.

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As Orange County’s longest-standing, privately held response marketing agency, we have witnessed dynamic shifts in the world of marketing. Through it all, we have ensured our clients stay at the forefront of communication and technology, driving response and value with every new endeavor.