By Ananya Gupta
Brands are eagerly taking advantage of new features on social media platforms, especially Facebook Live, Twitter’s Periscope, and Instagram stories. These shiny new tools allow users to capture moments in real time, keeping them up to date and “present” in the moment, all while enabling brands to forge more personal relationships with consumers. These features play off society’s need for speed, desire to be in the know, and of course, FOMO.
While there are many brands that are effectively using new social media platform features, there are a few that are simply killing the game. Here’s what they are and how they’re doing it.
People associate GoPro with adventure, and the company capitalized on this fact with Instagram Stories. Filming Instagram stories with a GoPro, team members chronicled a trip to see the Aurora Australis, hooking in their audience and brand loyalists as they embarked on a virtual adventure through their phones. Using the #DreamReal hashtag, a key component of their #DreamReal marketing campaign aimed at fulfilling their social media advocates’ dreams, they actively engaged viewers and got them to stay tuned in throughout the entirety of the adventure. GoPro brought “in the moment” value by virtually delivering a brand experience.
- Benefit Cosmetics
Facebook Live is another platform where Benefit can display its quirky, fun, feel-good brand personality. The cosmetics brand has been running a “Tipsy Tricks with Benefit!” weekly live-stream every Thursday at 4pm, where a guest and a host give beauty advice while sipping wine and responding to viewers’ real-time questions, which highlights their customer service and bridges the gap between corporation and consumer. The first two streams had 42,000 and 59,000 live viewers respectively, with an average of 2,000 people watching them at any given time. Facebook Live enables the company to have a casual talk-show vibe that fits its niche brand personality, entertaining and engaging viewers while effectively advertising their products.
Source: https://digiday.com/marketing/scale-5-brands-using-facebook-live/ and https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/
Target has certainly made its mark on Twitter’s Periscope feature by offering a real-time, behind-the-scenes sneak peek of a new clothing line launch and singer Gwen Stefani’s new live music video. Target knows that everyone likes to feel like they’re being let in on a secret; people are hungry for the raw and unedited truth. By giving guests a look behind the curtains of their design and celebrity partnerships, they’re “letting customers into the Target world without editing or filters.” Periscope provided a unique, personal way for the brand to connect and communicate with its customers, and also effectively generated excitement surrounding it.
- Dunkin Donuts
Dunkin’ Donuts has honed in on the millennial market since the purchasing power of this demographic is ever-increasing. It wanted to use live streaming technology and social media to build relationships with its current customers and draw attention to their iced coffees. Periscope was one of 7 platforms they used to do this. It held an event called “DD Summer Soundtrack,” a five-concert series with live-streamed behind-the-scenes action, videos, musical performances, customized playlists of all the musicians, and wrap-up sizzle reels from all the footage. This event was able to engage their target demographic by advertising around music, something that is a key part of that generation’s everyday lives. The company understands that its customers lead busy lives, so live streaming video is the best alternative to seeing events in person when distance or time prevents it.
Social media platforms with real-time event-capturing features have revolutionized what it means to be present in the moment. Companies that aren’t planning to take advantage of these tools soon will surely be left in the dust.