The Power of Live: How Brands Are Leveraging Live To Engage Their Audiences
5 MINUTE READ
- Twitter Remains One Of The Strongest Platforms For Brands To React And Engage In Real-Time To Current Events
- Live Streaming Helps Brands Stay Connected With Their Target Audience, Allowing Them To Engage With Viewers And Increase Scalability
- Fast Response Times On Social Media May Pose Potential Risks For Brands
- With More Brands Posting Reactive Content On Social Events; Sponsors Subject Themselves To Ambush Threats From Non-Sponsors
Brands are increasingly finding unique ways to provide the same tangible and personal experience of “live” to their consumers. Now more than ever, brands are scaling their approach in real-time to humanize their brand by placing it in the centre of a trending story or moment. MKTG has outlined different ways that “live” is being leveraged by brands and warnings for reactive content.
TWITTER REMAINS ONE OF THE STRONGEST PLATFORMS FOR BRANDS TO REACT AND ENGAGE IN REAL-TIME TO CURRENT EVENTS
According to Hootsuite, 74% of Twitter users use the platform to access news and updates, an increase of 15% from last year. More specifically 40% of Twitter users are Young Adults, between 18-29 years of age. With this statistic in mind we can see brands leveraging their social media accounts – primarily Twitter, as a marketing vehicle to provide reactive content and real-time responses. Using this platform this can help brands showcase their agility and creativity. Creating reactive content or real-time responses to live events helps brands to associate their business with certain topics. Live is leveraged particularly through Twitter since it provides up-to-date content particularly though it’s ‘Moments’ feature that is unique in comparison to other platforms.
TWITTER FACT SHEET
- 91% of Retail Brands Use Two or More Social Media Channels
- There are 500 million Tweets sent each day
- 77% of Twitter users feel more positive about a brand when their Tweet has been replied to
- 88% of businesses with more than 100 employees use Twitter for marketing purposes
- Tweets with images receive 18% more clicks than tweets without images
Data is sourced from Statusbrew.
Burger King is known to leverage their social media creating real-time responses to current events in effort to stay relevant with their target audience: Millennials. The brand is known to have a responsive marketing strategy to associate their products and services with notable events. One of the most highly anticipated professional fights in 2017 was between Floyd Mayweather and UFC Fighter Conor McGregor. According to MVP Index the fight generated $21 million in value for brands on social for the month leading up to the event. On the day of the event Burger King capitalized on the buzz by associating their ‘Whopper’ to Conor McGregor’s controversial pinstripe suit that made headlines. More recently, Burger King posted a tweet paying homage to Drake’s viral song “God’s Plan” that highlights the artist’s philanthropy. Burger King’s team reacted with a tweet quoting the song while promoting their popular Whopper burger. As a brand, Burger King is one that is consistently publishing reactive content to ignite conversation, generate awareness and create noise.
Burger King leverages its Twitter account to publish reactive content:
LIVE STREAMING HELPS BRANDS STAY CONNECTED WITH THEIR TARGET AUDIENCE, ALLOWING THEM TO ENGAGE WITH VIEWERS AND INCREASE SCALABILITY
Creating live content allows brands to showcase their products and services in real-time. Live streaming continues to grow in popularity because it cultivates exclusivity and increases accessibility, allowing people to be a part of experiences from various geographic locations. Streaming also takes the success and prominence of video as a marketing medium to a whole new level, allowing users to feel up to date.
On February 6th, Elon Musk’s company SpaceX launched its renowned red Tesla Roadster into space. The launch was streamed through YouTube and has accumulated over 15 million views to date. This stunt allowed SpaceX to connect with a global audience through a live-stream and allow followers to view the launch from the comfort of their homes. This is an example of a brand leveraging live-streaming to increase scalability, allowing playback and successfully delivering the live event across multiple platforms (e.g. Facebook, Twitter & YouTube).
FAST RESPONSE TIMES ON SOCIAL MEDIA MAY POSE POTENTIAL RISKS FOR BRANDS
Curating reactive content that isn’t aligned to the overall marketing story of the brand may cause more harm than good. When brands reference current events quickly social media this can result in a high-risk approach that may result in reputational damage and negative backlash. Wendy’s Restaurant is an example of a QSR (“Quick Service Restaurant”) that has a brand voice that is humorous often responding to tweets in a timely fashion. In 2017, after gaining praise from a social media users on their amusing content, Wendy’s used a “Pepe the Frog meme” in a response to a customer. Wendy’s social media team didn’t realize that the reactive meme has been adopted by white supremacists. The posting received negative criticism in the media and from consumers.
WITH MORE BRANDS POSTING REACTIVE CONTENT ON SOCIAL EVENTS; SPONSORS SUBJECT THEMSELVES TO AMBUSH THREATS FROM NON-SPONSORS
Brands investing in sponsorship are associating with a passion point that often comes to life in the form of a live event or experience (ie: sports game, concert, festival, etc.) As more brands, especially through social, try to appear timely and relevant by chiming in on a social event, this means sponsors (who pay official rights to drive an association with a property) subject themselves to ambush threats from non-sponsors. For example, any brand can comment on an outrageous moment from the Oscars, even if they aren’t an official partner of the Academy Awards. Sponsors must be timely and leverage platforms/ tactics like Twitter and Live Streaming to help engage consumers. But, official sponsors that understand their competitive advantage: exclusive rights and benefits afforded to them as an official sponsor; they must activate these and not lose focus based on the short term tactics of other brands who are joining the live conversation.
With many events taking over the world, brands are finding new and innovative ways of bringing these “live” experiences to their consumers. MKTG has identified common ways brands are connecting live experiences to their audiences across the world. Twitter continues to be leveraged by brands as a springboard to connect with key audiences in real-time. Curating “live” content offers potential for brands to increase scalability, engagement, and real-time interactions. However brands need to be aware of the risks around timing, execution and alignment to avoid negative backlash and perception from their customers.