Something new that has been introduced to the social media world is live streaming. Live streaming has always been an available service, but not one readily available to all users, nor something that was thought to apply to social media. However, apps like Periscope and the new Facebook Live feature has people getting more involved in live streaming.
How can this be used as marketing tool?
Marketing promotions and/or events are tricky things, because it could require people to travel, make arrangements, and it creates a hassle for them to attend an event. Live streaming now has a unique opportunity for customers or a potential target market segment to become more involved in these events that people may be interested in. Consumers like being able to be personally involved in a company, and live streaming is a great way to make consumers feel welcome and invested in the company. In addition, with Facebook’s analytics and marketing metrics capabilities, Facebook Live can potentially allow companies to use suggestions on Facebook to draw a larger target segment.
Dangers of live streaming
The only thing about live streaming that companies should be concerned about is content. Live stream content needs to be engaging and interesting for consumers to remember the brand. You can’t expect viewers to stop what they’re doing and commit to watching the live stream if the content isn’t entertaining for them. Another danger in live streaming is uncontrollable. If something goes wrong during the live stream, any consumer viewing at the time could have a negative view of the brand. Companies have to be careful before beginning a live stream campaign to make sure the company is properly displayed and there are not harmful effects to the brand.
During our classes this week, we talked a lot about Instagram’s new algorithm that would change the timeline structure to highlight more relevant posts. For some reason, EVERYONE freaked out. Users began protesting, posting for people “turn on notifications” and setting up a petition for Instagram to keep the current algorithm. The immediate response against the policy change was staggering, which led us to the question: why was everyone so against the change?
One reason is clear. People are worried that their posts will not be deemed “relevant” and less people will see their posts. It’s a valid concern, since it means people would have to actively search for accounts they don’t see. A report finds that an average of 2.61% of followers interact with a post, meaning that the algorithm would significantly reduce the number of people that see your posts. This is especially concerning for companies that engage their customers on Instagram, because they would lose reach and exposure to customers that don’t regularly interact with them.
Facebook changed their feed in 2009. However, Facebook is much more cluttered with content than Instagram, as Instagram users only post an average of 2.69 posts a day. With the small number of posts and accounts followed, the algorithm would complicate Instagram’s usage. The current chronological timeline is simple to understand and familiar; adding a new algorithm would change how we see posts, when we see posts, and possibly IF we see posts at all. This overcomplicates the extremely simple experience Instagram users like. Users like the minimalistic interface, easy interactions and quick posting. And although it’s unlikely users will delete their accounts because of this change, it definitely affects the way they experience Instagram and interact with other accounts.
In today’s world, social media is more than just a place to post videos of your cute cat or an outlet to tell people what you did last night. Social Media has developed into the first location that people get their news, enjoy their entertainment, and make their decisions. Because of this expansion of social media in present society all business must be actively on social media. These following reasons outlay the benefits for both the business and consumer:
Social Media Platforms Have Heavy Traffic
Social media is a communication tool that allows a company to tell a story. Unlike print media where images are still and televisions ads that are not being watched anymore, people actively seek out and pay attention to special content creators on their favorite media platforms. In order to make your business known you must use advertising mediums that people seek out. Using social media allows your brand to be sought out and seen in a larger volume in comparison to traditional media.
Creates a Community
Viewers of your social media content will be able to follow your brand. Rather than just telling them about special deals or about your product’s specs, give them a story or give them information they want. For example, outdoor gear brands can give tips for safety or ask for help with product development. Creating this community engages your customers even more and strengthens the relationships. This way they will not only come to your company for products and services, but your company will be in the front of their mind for anything related to your product or service.
Prompts a Conversation
Finally, one of the best reasons to have a strong social media presence is that it allows your customers to talk to you. Your customers are the ones using your product or service and will have positive or negative comments. If your company has an active presence on social media then they will feel inclined to share their insights to you and this will help with direct customer service, future product development, and market research.
Remember, not all social media outlets are right for everyone. Find out who your customers are, what they want, and where they are. From there tell your story to them and they will become engaged