Interactive broadcasts have become a trend in online marketing. Businesses can create live videos to interact with customers and spread their messages quickly and effectively through social media. Interactive broadcasts are gaining successes thanks to Facebook Live. However, Periscope, Instagram, and other social media sites also have their own versions of interactive broadcasting. If you’re not using this form of media for your business, we’ll help you understand why you should and how to do it.
Why Are Interactive Broadcasts Popular?
According to Small Business Trends, 97 percent of online adults between the ages of 16 and 64 use social networks. The average user has seven social accounts, and 79 percent of online adults use Facebook regularly. Through interactive broadcasts, you can tap into a large potential audience.
Live video broadcasts are popular now, but the trend is likely here to stay. People love video’s appeal: They would rather watching something than reading something. Faster internet speeds have also perpetuated live video streaming because companies can broadcast to most viewers with minimal or no buffering.
Another reason interactive broadcasts are popular is that people love providing instant feedback. Most live video streaming apps allow users to interact and discuss the video through chat, in real time. Viewers can ask questions and engage with companies on a new level. Live videos are much more appealing than recorded videos because live videos offer in-the-moment value and make viewers feel involved in the content presentation.
BuzzFeed’s Exploding Watermelon Live Video
In April 2016, BuzzFeed showed the potential for audiences and interactive broadcasts. The company launched a Facebook Live video in which two people slowly put rubber bands around a watermelon. The individuals wanted to see if they could get the watermelon to cave under the pressure. The video was 45 minutes long and received 807,000 live viewers at its peak.
BuzzFeed found success because viewers were curious about what would happen to the watermelon. Excitement built as viewers watched what happened unfold in real time.
What Can You Do with Interactive Broadcasts?
We believe that interactive broadcasts aren’t only for sharing viral-type content. Companies can use live videos to carry out many marketing needs. Below are some activities that companies can do through interactive broadcasts on social media:
- Introduce new products
- Do product demonstrations
- Discuss press releases
- Present breaking news
- Ask viewers for help
- Show off company culture
- Hold a discussion
- Host a debate
Interactive broadcasts get customers involved with your company. You should never be fake because viewers can easily spot people who aren’t being genuine. Always state the purpose of your video, what you’re going to do, and end with a call to action. People are much more likely to buy something from you if you’ve built them up to the action in your video.
Selling through social media is a major opportunity to boost sales. Interactive broadcasts shouldn’t feel like advertisements, but you can find ways to make them into tasteful promotions.
Dunkin’ Donuts Test Kitchen Live Video
Customers love learning how products get made, and a video is a perfect way to demonstrate a technique.
Dunkin’ Donuts proved this with its test kitchen live video around Valentine’s Day. The company showed how it creates doughnuts and ended with employees making a doughnut-themed wedding cake. At its peak, the video had 36,000 viewers.
The Tools You Need to Make Inviting Interactive Broadcasts
We’ve seen this reality many times: Much can go wrong when creating interactive broadcasts for social media, especially when you broadcast something live. Businesses should take all measures possible to produce a flawless broadcast, including using the proper equipment and doing proper planning.
If you have time to rehearse any part of your video, your rehearsal will help you stay more polished. Sloppy and unorganized broadcasts don’t retain viewers as well as broadcasts that are well prepared. While you may not always be able to practice before a live broadcast, such as when you’re interviewing someone, any planning you can do beforehand will help with your video quality.
You can create a live video from your smartphone, but a smartphone isn’t always the best idea. Good equipment will go a long way toward helping you create a quality interactive broadcast:
- Proper Lighting: Soft, diffused light is best. Make sure you’re not filming in a dark room or in the peak of sunlight.
- Video Camera: A high-resolution video camera ensures the video looks great and is not blurry. The built-in camera on most computers is adequate unless you’re filming outdoors.
- Microphone: A condenser microphone that only picks up on sounds close to the speaker is best.
- Software: Creating a video is an art. You can help yourself by using software to add music and other media techniques to your videos. Liv.by is a great example of a way to add interactive broadcasting into an e-commerce app.
EA Sports Madden NFL Live Video
Large sporting events are an obvious way to incorporate interactive broadcasts. Broadcasting these sports events appeals to people who can’t afford to subscribe to a sports channel on cable.
EA SPORTS Madden NFL often uses live videos for sporting events. The company offers a great example of how to use software to enhance a live video. During its live NFL draft broadcast in April 2016, EA Sports added a background to its video to set the scene and make the video look more professional.
If you haven’t already begun using interactive broadcasts as part of your online marketing strategy, start now. You don’t want to miss out on the potential audience and publicity.
Plus, live video streaming is much less expensive than TV and other traditional advertising methods. We at Agora.io are ideally positioned for interactive broadcasts and for help to get you and your business the presence and confidence needed to best use this marketing tool for business promotion and for customer engagement.