Live video is becoming a big thing. The trend started with Meerkat and then Periscope. But, didn’t really catch on until Facebook released live video for people and pages. Now you will see your favorite brands and also celebrities broadcasting live. This trend will continue to grow over the next few years.
The spending by Agencies and also brand will increase this year. According to the graph reported by eMarketer.com. Agencies are pushing video more than marketers. I think will balance out next year. It will catch up to their agency counterparts.
Should you do live video?
If it enhances your brand and tells a story, do it. It’s simple to do and can show personality of your people and brand. Fan/followers always want to know more about the brand and people behind the brand. Especially if you are in an industry where demonstrations help. Also, if you do a photoshoot, behind the scenes videos always do well.
Video should be fun, entertaining and engaging to your followers. If possible, answer questions and respond to comments people post during the live video. It’s another way to make it interactive and create a bond with your most engaged fans. There are several companies that are doing great work in video.
The one brand I am going to focus on is Plaid. I know about this brand, because I was a contractor there a few years ago. Since I have been gone they have been doing some great things in live video. Those who don’t know Plaid, they are a crafting company. They make Mod Podge, Folk Art Paint and more.
Live video is now a part of their marketing mix. Plaid is mixing the online video with a contest. They are really doing some great things. I haven’t had anything to do with strategy or management since I left in December 2014. Another thing they are doing are fun and quick “How To” videos.
Plaid is not a massive Fortune 500 brand with an endless budget. They are doing creative and fun things. I hope you get “Inspired by Plaid” as well!
If you want to get into video, jump in and have fun. No one is perfect and after you do videos. You will get better as you do them.