July 23, 2018

How To: Master Facebook and Instagram Live

Christina Sirabella

Fact: 80% of brand audiences would rather watch live video from a brand than read a blog.

It’s no secret that live streaming has grown significantly in recent years, and that it’s highly popular among millions of users. It provides a unique opportunity for brands to be less “corporate” and more authentic—or, in other words, shows their human side. However, marketers are still struggling to understand how they can take advantage of the high engagement rates and organic reach that live video provides.

Here are a few examples of brands that are winning at live video and what we can learn from them.

Dunkin’ Donuts

In a Valentine’s Day-themed Facebook Live video that has a total of 44K views, Dunkin’ Donuts constructed a wedding cake made of donuts in its test kitchen. For consumer goods brands, it’s worth thinking about creative or unexpected ways to use the product. Just pair these clever executions with a holiday or social trend, and you’ve got a wildly successful live video.

Benefit Cosmetics

Benefit streams live product tutorials on Facebook once a week. These tutorials are casual, featuring two employees demonstrating how a variety of Benefit’s products can help fans go “from desk to dance floor.” The product tutorial angle is practical and allows viewers the chance to try out makeup products in real time along with the employees in the video.


E-commerce company Shopify frequently allows some of its larger brand name clients to go live on its Instagram account. These influencer “takeovers” produce some of Shopify’s most fun and engaging content, making the brand seem spontaneous and exciting. And, if takeovers don’t quite fit into your brand’s marketing strategy, there’s always the option to do a collab live stream.

Ultimately, the success of live video lies in its urgency, interactivity, and exclusivity. Whether it’s a Q&A segment, a flash sale, or event coverage, live streaming through Instagram or Facebook allows brands to be more human and engage with viewers in real-time situations. It’s an effective way to not only create brand interest and reach new audiences but also to build a more personal relationship with existing fans.

Does your brand’s live video strategy need a revamp? That’s what we’re here for.

Tags: Facebook, Instagram, Live Video, Social Media, Social Media Agency

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