Posted: 20 Dec 2016 Contributor: Matthew J Fritschle
5 Ways Instagram Lets You Go Live With Your Marketing Strategy
Instagram Live is here and you’re trying to figure out how to use it to your advantage. Luckily for you, there are plenty of ways of spicing up your marketing strategy with the newest addition to Instagram’s stories repertoire. Take a look at some of its features and five ways to incorporate them into your marketing strategy.
Right off the bat you get a ‘priority bonus’ for going live. Instagram Live stories are featured first above their normal, non-live counterparts – and above other “normal” Instagram content. There’s also a ‘Top Live” category that showcases the best, current live content out there. Make it a non-priority goal to get your session up there. It’s not necessary, but would be pretty cool to do so, and featured posts give you greater odds your content will be seen.
Instagram isn’t the first to join the “in the moment” sharing scene, but they are taking a step further and actually limiting it to the moment by erasing live stories as soon as the broadcast ends. Your followers can also comment and like the feed as it progresses, adding an interactive avenue for you to explore. As you may have guessed, live stories are found in the ‘Stories’ section of the app. Once you go live, a portion of your followers are informed via notification that you’re currently broadcasting. Only a portion? Yes, there’s an algorithm that decides which of your followers will be most interested in what you have to offer. Don’t leave it to chance. Instead, spread the word across your media channels and promote your upcoming live session.
1. Influencer Marketing
Combining an influencer outreach with a live broadcast is a match made in marketing heaven that can land you in front of a new audience. Younger generations tend to be more technologically inclined than their older predecessors, so using an influencer that speaks to them in a medium that’s considered ‘hip’ can do wonders for branding. Not only that, but a recent study targeting brand and retail executives (and their agencies) found that over 90% believed that live streaming events create a more authentic interaction with the audience. Read through this blog post if you’re not sure which influencer is right for your campaign.
2. Interactive Q&A Sessions
In recent years, we’ve seen the rise of AMA (ask me anything) sessions in which someone, usually a celebrity or figurehead, answers questions posted by fans online. Interactive Q&A sessions broadcasted live are the logical next step. You have your influential person in front of the camera answering questions as they come in real time through the comments section. As a bonus you can even see their facial expression as they address some of the more ridiculous questions.
Another avenue worth exploring is interviews. You can even set aside a portion of the broadcast for your followers to ask their own questions, creating an interactive Q&A/interview hybrid. Read the comments and tailor the interview accordingly. Maybe your followers are more interested in a specific topic. Or maybe you’re boring them and need to keep things lively. Whatever the case, make sure to use their feedback to your advantage.
4. Product Launchings and Demonstrations
Product launching and demonstrations offer an exciting route to take with live broadcasts. They’re especially ‘in the moment’ because one, they’re actually taking place that exact moment, and two, you’re not watching a recording of a demonstration, you’re watching the actual demo take place! No time for editing or special effects, what you see is what you get. Actually, why stop there? Go the extra mile and host promotions that go with your launchings. You can offer a limited amount of treats and promotional material to those who show up within a specific amount of time.
5. Webinars and Tutorials
Last but not least, webinars and tutorials. Instagram live webinars can be more impromptu than their formal counterparts, so treat them as such. Keep it casual and say what you want to say. Maybe something newsworthy came up and you want to let your followers know what’s new. Promote the broadcast beforehand and give them a heads up before it begins. As for tutorials, what’s better than an interactive tutorial? Imagine you’re teaching the ins and outs of Instagram to your audience when someone hits a roadblock and gets stuck. They simply shoot you a comment and you address it before moving on. Easy as pie.
Go Live or Go Home
Not really, but going live can be the much needed boost your marketing strategy needs to start the new year. If you think that you can benefit from Instagram’s newest feature, consider doing all or a combination of the following and reap the rewards:
- Influencer Marketing
- Interactive Q&A Sessions
- Product Launchings and Demonstrations
- Webinars and Tutorials