How to use Instagram Live for your Business
While live video is relatively new, it has become a popular marketing tool for savvy businesses. Facebook states that engagement is three times higher for live video than pre-recorded, so it comes as no surprise that companies have been quick to use live video as part of their marketing strategy.
Instagram has recently stepped up its game by rolling out a new update that allows users to broadcast live video to their followers. The new feature builds on the popular Instagram Stories, which has over 100 million users daily. In a cross between Facebook Live and Snapchat, users now have the option to stream video to their followers in real-time, with one catch: there are no replays. After the live broadcast has finished, it disappears and cannot be replayed. Instagram doesn’t host the videos on their platform, and it does this so you can “feel more comfortable sharing what you want, anytime”. There is also the option for businesses to send ephemeral photo and video to select customers and groups using Direct Message.
While Instagram Live may be the new kid on the block, it has plenty of upsides for businesses. Below are the top ways Instagram Live can feature in your marketing strategy.
Behind the scenes with Instagram Live
People are naturally curious, and many will tune in see an exclusive ‘behind the scenes’ of your business. In fact, 87% of audiences prefer online content to traditional television advertising when it offers a behind-the-scenes glimpse. It can be a refreshing break from the heavily edited photos and videos often seen on Instagram and can help to humanise your business and build trust with your audience.
An excellent way to do this is to introduce your team, demonstrate how a product is made, or give your followers a tour of your office. People will connect much more with an honest and transparent live feed, especially if you show them something not everyone has access to. One benefit of using Instagram Live is that your video disappears after your broadcast, so you don’t have to worry about your competitors analysing your feed.
Host an Interactive Q&A
Instagram Live presents a great platform for businesses to answer customers’ questions in a fun and engaging way. Take advantage of the ‘live’ aspect, and avoid a heavily scripted video. Your audience will appreciate an authentic approach, and it will help build trust.
Let your followers know beforehand if you're planning to host a Q&A so they can be ready to tune in. You can either get questions sent in before the broadcast via Direct Message (for a more targeted Q&A) or use the comment section on the Live video feed.
Product launches and demonstrations
Do you have a new product launching soon? Develop a sense of anticipation and give die-hard fans a peek at your latest product. Live streaming can be perfect for big reveals, and even a demonstration on how your product works, and its features.
How to use Instagram Live
Starting a live broadcast is as easy as swiping right, selecting ‘LIVE’ and pressing the ‘Start Live Video’ button. Your followers will receive a notification once you are live, and have the option to tune in then and there or miss out. The bottom of the screen displays the number of viewers, and a comment feed allows your audience to interact with you in real-time.
While Instagram Live can be a great tool for businesses, it’s important to approach live streaming the same as any other social media campaign: with a strategy. That’s not to say your live feeds should be heavily scripted, but putting pen to paper and developing a short plan can help reduce those awkward moments and ensure your audience stays engaged throughout your broadcast.
Be Bold, Be Creative
Live streaming opens a whole new world of possibilities for businesses, and Instagram is the latest addition to the field. Companies that embrace live video, take risks and be creative are going to be the big winners.
Has your business adopted Instagram Live yet??
Contact our resident Social Media Marketing Specialists at BabbleHub and learn how social media can help push your business forward!
