Forget the mannequin challenge, no make-up selfies, and memes: the biggest social media trend of 2017 is going live, writes Ellie Madgwick, Senior Account Manager on our Social team.
First came Twitter’s Periscope in 2015. Then a year later Mark Zuckerberg followed suit with his own live offering for both Facebook and Instagram. And now they’ve hit the mainstream. Live experiences on social are designed to offer the user more choice over what they’re seeing, and allowing people to have a say will only add to their positive experience with a brand. They’re also pretty unpredictable: having the confidence to broadcast live and unscripted can help brands to portray a more authentic image.
We had a great chance to bring this to life recently at Holland & Barrett’s biggest-ever store opening in Marble Arch by communicating its in-store proposition online via social media. Facebook Live gave us the perfect opportunity to not only try out the newest addition to Facebook’s ever-growing arsenal of features, but to involve H&B fans in events and experiences.
We wanted to showcase H&B’s incredible team of in-store advisors. Step forward Mizra, one of the Marble Arch store’s most confident associates, who we recruited to take fans on a tour of the store, showcase its new features and to talk about hero products. To drive fan engagement during the broadcast, we devised a treasure hunt encouraging them to comment when they spotted golden tickets hidden around the store. After the tour, Mirza held a Q&A on everything from the most effective protein to supplement a workout, to the best natural anti-ageing products.
The results were phenomenal. We reached 400,000 people – the highest we’d ever reached organically – and over 4,000 viewers tuned in to the hour-long broadcast with over 500 positive comments about the broadcast and the store.
Features such as Facebook Live are a great way to stay at the forefront of social media technology, as well as marrying up your online and offline marketing activity and bringing your audience ever closer into the brand experience. Just keep in mind: your live video should always be adding something to the user . Don’t start broadcasting for the sake of it! Like any good piece of social media content your videos should pique interest, stir emotions and ultimately add something to people’s online experience.