When Facebook announced the roll out of its “live” feature in 2016, the platform’s founder and CEO, Mark Zuckerberg, famously said, ‘Live is like having a TV camera in your pocket. Anyone with a phone now has the power to broadcast to anyone in the world. This is a big shift in how we communicate, and it’s going to create new opportunities for people to come together.’
While videos are not entirely a new concept, the idea of videos as a marketing tool has shifted from perfectly staged and edited productions into raw and unfiltered versions that can be streamed through various digital channels. With live videos, property marketers are armed with an interactive way to deliver our brand’s message and hold our customers’ attention.
Indeed, live videos pose amazing opportunities for property businesses. Their benefits include:
While video content is easier to grasp, live streaming adds excitement and engages the audience more fully through instant, real-time content.
Live videos are unedited and unfiltered. They don’t require fancy cameras, set design, or excellent editing skills; you only need a smartphone.
Live video’s personal and authentic form makes it possible to connect with customers and earn their trust. Many brands use live videos to answer questions and address issues from their followers.
Wider Audience Reach
Millennials have embraced live streaming. By creating live videos, brands can promote their products to those outside their traditional reach and appeal to one of the largest shares of home buyers.
Live videos drive more engagement than standard video content. Social media platforms that support live videos allow comments, likes, reactions, and shares that can all be seen in real time.
The authentic nature of live streaming is the top reason why live videos have higher viewership. It gives your brand a more transparent and trustworthy vibe.
USING LIVE VIDEOS IN PROPERTY
Live videos can be used on various social platforms, including Facebook, Instagram, YouTube, and Twitter (via Periscope). Here are some ways you can use live video to engage with your audience:
Go Behind the Scenes
Let your customers become a part of your story by taking them behind the scenes. Whether it’s showing off your office space and your team members at work, or a sneak–peak as you set up for a big event, offering a live stream to your followers will create a buzz and draw your target market’s interest.
Livestream an Event
Going live during an event will help to drive awareness to your project or proudct while also giving those who didn’t get to join the actual occasion to feel like they’ve been there themselves. Livestreaming an event, such as an open day or display opening, is one of the best ways to help your brand get exposure and increase engagement.
Encourage viewers to take part in the live stream by asking them questions and replying to their comments to make them feel acknowledged.
Live videos make sharing interviews with your audience easy! Not only can interviews through live video tap into the human side of your organisation, it will also help position you as a trustworthy thought leader.
Your live video can offer an insightful look into your company’s processes through an interview with your employees, or you can host a live interview panel with industry leaders. Involve your audience by getting them to ask questions, and then respond to them during the interview.
Hosting a Q&A
Hosting a Q&A is one of the easiest ways to get started on live video. The viewers can ask questions and you’ll get to answer them in real time. You can take this as a good opportunity to address your audience’s concerns and get their trust by letting them learn more about your company.
Give a Live Tour
Live videos don’t need to be about people and products; they can also be about places. Property businesses can use this tactic to deliver a construction update or showcase a newly opened display home.
Live video is the future. When done right, it can be a game-changer that will transform your digital marketing strategy. The Property Republic team would love to help you navigate the full potential of live videos. If you think we can assist you with your live video strategy, get in touch.