How To Make The Most Out of Instagram Live For Your Brand

Instagram Live For Your Brand

Brands have long known that Instagram is a discovery engine for new customers, but the missing part of the puzzle is exactly how to turn that into actual engagement. It’s been shown that over half of Instagram users surveyed eventually made a purchase based off of what they see on their feed. But the hardest part is actually getting noticed in the flood of content that users sift through on a daily basis.

In our experience, one of the easiest ways to get noticed is by using Instagram Live. The key to Instagram Live’s success is that it puts your brand front and center of the Instagram experience. When an account goes live, followers are alerted and the account profile is highlighted in the Stories section. Since this is at the top of the Instagram page, users no longer have to scroll down or navigate to your account. Live videos are also more engaging since you can react to user comments in real time. Recordings can even be saved so users who missed your livestream can still see it later on. All of this is instant and free—but you have to use it right.

In this article we’ve collated some examples of brands that have mastered Instagram Live and what you can do to emulate their success.

• Collaborations

Source: Rogue Territory

Rogue Territory collaborates with Snake Oil Provisions on a limited run of Chelsea boots

What’s better than reaching all of your followers? Reaching all of your followers and more. By working with other brands that are in the same wheelhouse, you’re likely to reach new audiences who are willing to learn more about your brand. Rogue Territory and Snake Oil Provisions are two big names in menswear, and their team-up garnered a lot of attention for a new Rogue Territory Chelsea boot release. Bonus tip: by tying your Instagram Live collaboration to an event that you’ve been hyping up, you’ll get more viewers and more eyes on your event.

• Q&As / Interviews

Source: Columbia Sportswear

Columbia Sportswear hosts a live Q&A session with Raha Moharrak

One of the best ways to get people to participate is simply to ask them to! By engaging the audience and responding directly to them, you really create a powerful conversation that can even go beyond the bounds of Instagram. Not only that, it shows your audience that you’re really listening and value their contribution to your brand. Hosting interviews and Q&A sessions with prominent members of your industry instantly brings their audience along for the ride, as well. Columbia Sportswear does it right—Raha Moharrak is the first Saudi woman to climb Mount Everest, giving her a unique perspective on the challenges involved in the sport of mountaineering. That’s a once-in-a-generation guest.

• Event Coverage

Source: Kohl’s

Kohl’s is on top of their launch events with their Instagram Live videos

Another strength of Instagram Live events is making your audience feel like they’re part of an event. What do you think makes users feel more engaged and in-the-moment: a prerecorded video, or a livestream? Seeing or hearing about things as they happen is a powerful way to draw in live event attendees. Being able to look forward to your event and participate, even if they aren’t physically there, is a next level of engagement for your intended audience. It’s much easier to build a community that spreads your brand message when you have spaces where people can come together and be part of a bigger event, even if only virtually.

• Instructional or Educational Content

Source: Bon Appetit

Bon Appetit regularly holds educational Instagram Live events with distinguished chefs

Being able to position your brand as an educational resource can prove invaluable among users who don’t just want to be sold something. Being able to respond to audience feedback and answer questions as they come in can turn this into a community-building opportunity. Here Bon Appetit shows how to leverage their contacts with accomplished chefs into something that benefits everyone involved. The users get to learn from some of the best culinary minds around, the chefs get to reach a much wider audience, and Bon Appetit gets great content to feature.

If you have an Instagram Business Account for your brand, going Live is one of the powerful tools that you can make use of. When executed correctly, it can put you at the forefront of the Instagram algorithm and showcase your message for the widest possible audience. What you do when you have their attention is the next step.

Putting out great videos is an absolute must, but don’t forget to engage! Give your audience the chance to participate and they will gladly share their own opinions, ideas, and questions. If you can put all that together, then you have all the keys to killer Instagram Live content. The list we’ve put forth is by no means exhaustive—don’t be afraid to try new things that you think will get people talking. Unique and quality content is hard to come by these days. Good luck!

Follow me to see more articles like this.

...

Follow