How to Use Live Streaming Video to Build Your Brand


March 16, 2016

One of the ideas behind constructing a powerful model is that, when manufacturers and shoppers come collectively, one thing “cool” occurs: they create a robust expertise the place each of their wants are met. Strong manufacturers give their clients what they want to really feel particular, to really feel cool, higher, smarter, quicker, and so on. And in return, clients develop love and loyalty (and advocacy!) for the model, and share and unfold that good feeling.

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Source: 60 Minute Brand Strategist

So. You need your viewers to consider you as “cool”. That means that you’ve to give them one thing in return that makes them really feel “cool”. How do you do this?

Of course, rather a lot goes into creating a robust model. But one of many nice methods to get there’s to use video. It’s thought of extra participating than another content material medium. It gives a way more “real” expertise, which is nice as a result of your model is basically the expertise of who you might be as an organization.

Can you up the “cool” issue much more, and intensify the expertise of video to heighten the influence of your individual model? Yes. Live streaming is an ideal method to create an awesome expertise, and pull your viewers proper into your story and your model.

How do you do this, you ask? Here are just some of the various ways in which you need to use dwell streaming to assist your viewers join together with your model.

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Company bulletins and messages

This may be one of many first methods you’ll assume to use video dwell streaming in your organization. That could also be as a result of it’s an extremely efficient method to use the know-how. If you’ve gotten an announcement that you really want to share externally, like product launches or group adjustments or acquisitions, and even charity work and donations (and a lot extra!), it doesn’t have to be shared solely via press releases or updates in your web site or social media.

You can truly let your viewers hear (and see!) the message for themselves, straight from the individuals it’s coming from. Live streaming this type of content material helps your viewers really feel such as you care about them sufficient to communicate to them immediately, and pulls them into the thrill of the second, so that they’re dwelling via this momentous event with you.

Real life tradition movies

When you consider tradition movies, you may consider your annual vacation video that you just launch to your clients and submit in your weblog (that is considered one of ours, from Halloween 2015). Those sorts of video positively assist create a way of who you might be as an organization, and construct that fun-loving and vibrant face (or model) that folks relate to. But tradition movies don’t at all times have to be so one-sided, the place you storyboard an idea, movie it, edit it, launch it and go about your day by day work as your viewers ingests your latest video out of your web site.

Don’t get me flawed, I’m not saying to ditch these movies—they’re good brand-building fodder! But you may strive bringing in some dwell streamed content material into the combo. Like what, you ask? Well, like something! (I do know, so useful, proper?) Give your viewers a style of what life is like in your group, and in your workplace.

At Vidyard, we run frequent foosball challenges. Imagine bringing our viewers proper into the motion, like they’re watching from the sidelines. Wouldn’t that be an effective way to construct pleasure? We may also be shifting our workplace to a brand new house someday within the subsequent few months. Sharing a dwell walk-through of the house because it’s being constructed, or giving a dwell unveiling of the brand new, polished house, are additionally options to creating some model pleasure—our clients can really feel enthusiastic about what we’re engaging in, and what’s in retailer sooner or later…in any case, our future is part of their very own! So what’s life like at your group? Share your story because it occurs!

Event periods and webinars

One of crucial issues to perceive about model technique and creation is model is not only a ‘top-of-funnel’ method. It isn’t simply the nice and cozy fuzzy feeling you strive to create quickly in an commercial or marketing campaign. It is the expression of who and what you might be. It is the lasting expertise—at each single touchpoint between viewers and group—of what you stand for.

No model is simply heat fuzzies. Every firm stands for greater than that. In our case, we give our audiences the insights they want to be higher, stronger entrepreneurs and salespeople.

One of the perfect methods to present your viewers what you stand for? Running (or talking at) occasions. Events are considered one of your alternatives to be a thought chief, and to give very important, useful data to your viewers to assist them attain their very own targets. So why not share some periods via dwell streaming? (No one stated you couldn’t gate it, in any case.) Your viewers will really feel included, and sure grateful to study from you even when they couldn’t swing the price of the ticket. They’ll get the nice and cozy fuzzies, and likewise see you because the thought chief that you’re, solely rising the worth of your model and their need to develop into an advocate.

Psst…this similar concept works for webinars too. Gate them if you happen to like so you may acquire leads, and let your viewers ask you questions which you could reply to within the second, serving to them really feel much more related with you.

Event events

Why cease the enjoyable when the occasion periods cease? Live streamed video doesn’t have to be some large manufacturing, with cameras and tripods and lighting and fancy tools. Take it cell and have some enjoyable that doesn’t really feel overly curated by dwell streaming a celebration that your organization is supporting at an occasion.

Parties and celebrations unite individuals, which is precisely what a model does—it unites your organization and your clients. So use events to your benefit. Just assume, there’s a purpose we watch the ball drop in Times Square on New Year’s Eve. Your viewers desires to be part of the expertise, so present them how superior the expertise is, they usually’re seemingly to be part of you this time round or subsequent time!  

Customer speak reveals

Did you learn that and assume, “Huh?” Let me clarify what I imply. Your firm seemingly (I hope!) has a task or workforce devoted to serving to onboard new clients and maintain present clients completely happy. So you’ve gotten individuals in your group who’re solely devoted to creating and sustaining a constructive expertise on your clients (you may even name them model ambassadors!).

What if these workforce members provided dwell streamed video to share information and updates together with your buyer base? Wouldn’t that be thrilling? While issues like buyer newsletters are an awesome snapshot of what’s occurring together with your product and firm, a buyer “talk show” may very well be an ideal method to strengthen that non-public connection together with your model. One of our personal Customer Success Managers at Vidyard did this together with his personal buyer contacts, inviting them to a streamed video occasion the place he introduced on different Vidyardians to discuss merchandise and methods, reply questions, and extra. Talk about making a constructive expertise! And what does a constructive expertise lead to? Happy clients, extra clients, and extra and greater gross sales. Sound superior? That’s what I believed.

Training and How-To’s

If you need to work out an issue together with your gadget or learn the way you must use a services or products, do you watch a how-to video? Maybe on YouTube or an organization web site? What if you happen to might have interaction with the corporate in an actual method? Feel like they’re listening to you, perceive your issues or issues? What if you happen to might see an actual face, hear an actual voice, of somebody within the firm who actually will get what you want and how one can get essentially the most out of the product? That’s what dwell streamed coaching might provide.

Instead of solely providing your viewers or clients data base documentation or a YouTube web page, why not provide them a private expertise, one thing they will join to? You can share together with your viewers that you just’re providing a dwell stream at a sure time, and even give them the prospect to ask their very own questions. You can test what your viewers has essentially the most questions on, and give attention to that materials.

You might even dwell stream somebody studying your product. How cool would it not be to watch somebody in actual time study a brand new device or software program? A video like that may assist your viewers see how simply or shortly they will study. In an actual second, you may specific immediately to your viewers the good thing about your product whereas providing them a pleasant and relatable face of your group.

Live streamed video helps your model come to life

Now that you’ve just a few concepts to think about on your subsequent dwell streaming video, what’s going to you strive? If you need to know much more about dwell streaming and Vidyard’s tackle it, try this weblog submit by our very personal Director of Product Marketing.

Remember, via video (and dwell streaming), you’ve gotten the ability to present individuals extra than simply the ultimate product of what your organization does. You can present them who you might be, encourage them, and relate to them. You may also help them develop into higher, and attain their very own targets. How “cool” would that be?

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Emily Ross

Emily Ross

Emily was beforehand the Brand and Creative Manager at Vidyard. Today, she’s a UI author at Intel. Emily loves creating fascinating and distinctive content material oh, and meals…if you have not already seen, she loves meals.



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