How Brands Can Slay Facebook Live
Posted by: Cody Sanger in: Digital/Social -
In 2015, consumers got their first look at live-broadcasting technology with the launches of Meerkat and Periscope. However, Facebook quickly took notice of both app’s meteoric rise in popularity, and, without hesitation, integrated its own live-broadcasting feature, forever changing the way users watch friends, celebrities and athletes in real-time from their own newsfeed.
While Facebook users have been quick to test this new feature, brands have been slightly more hesitant about embracing it. However, there have been several consumer brands that have had stellar success with Facebook Live.
Check out these four examples of consumer brands that are doing Facebook Live right:
- Dunkin’ Donuts was one of the first big-name brands to pave the way for ‘live-broadcast marketing’. As a way to drum up digital visibility ahead of Valentine’s Day, Dunkin’ Donuts used Facebook Live to give users a behind-the-scenes look at its Dunkin’ Brands University, the test kitchen where it develops its latest products. The live broadcast concluded with a look at one of the company’s latest creations, a donut wedding cake. The Facebook Live broadcast was a huge success, garnering over 4,000 likes and viewed by 31,680 users.
- Tastemade, a news website that’s already known for its food- and travel-focused video content, was another early adopter of Facebook Live. Last March, Tastemade did a live latte art demonstration at a café near its studio, showing users several different latte art designs in real time. The live broadcast was a smart move – Tastemade’s initial broadcast has drawn more than 1.6 million views to date, and it has now also developed a live-broadcast content schedule that features more than 100 livestreams per month!
- McDonald’s hosted its first Facebook Live session on May 25, and was greeted by mixed reviews. However, the fast-food behemoth did take a creative, yet hilarious, approach to live broadcasting. It broadcasted an art show called The Starving Artist, which was basically its own take on Bob Ross’ The Job of Painting. Designed to celebrate National Hamburger Day, McDonalds brought in an improv actor for one hour to host the live art show and create three different hamburger inspired art pieces. Even though the video did not leverage paid support, it still managed to reach 884,300 users in 40 minutes and received over 43,200 engagements (i.e.: likes, comments and shares).
- Every Friday, Outrigger Resorts hosts #AlohaFridayLive, a live broadcast from one of its many scenic resorts across Fiji, Guam and Hawaii. Not only do they introduce and talk to various staff members, they also take the opportunity to give their followers behind-the-scenes looks at their resorts and the ability to do real-time Q&A sessions. Their #AlohaFridayLive broadcasts now draw in thousands of viewers each week!