Recently, I was sitting on Instagram, checking out feeds, and low and behold, I came across Bex Carlos, the host of Tu Tia Bruja podcast getting a reading from a tarot reader. How cool is it that in the era of COVID-19 tools like Instagram exist so we don’t even miss out on content and affirmations from our favorite lady bosses? I was amazed at how integrated Instagram Live was and I decided to do some research of my own on how to use it for effective branding. Here’s what I learned:
What is Instagram Live?
Instagram Live is the live video aspect of Instagram’s platform that launched in August 2016 as Instagram-stories, but has since been updated with upgrades that include live video. When Instagra-stories began, it was very similar to a standard Facebook story. In fact, the acquisition of Instagram by Facebook is what brought Instagram-stories to life.
Later, stories were able to include live video in a similar fashion to Snapchat, where after the live video completed it was gone from the platform. Today, Instagram Live provides a small window for Instagram users to connect directly with one another in a world of obstacles and complications that demands digital avenues for chatting up friends and family.
What advantages does Instagram Live offer?
There are three really brand-positive benefits of using Instagram live. They are:
- It creates a culture of authenticity. By showing your face and speaking to your audience you are allowing them to get a peek into your true self. Your customers are constantly feeling bombarded by advertising. So much so that many in this day and age use adblockers. When you go Live and show a part of your personality, rather than an advertisement, it builds trust with your audience.
- It promotes high-engagement. As described in my narrative at the top of this article, Instagram Live videos are exceptionally engaging. They appear on your mobile feed and on the desktop version of Instagram, but be aware that if you plan to Go Live you have to be on your smartphone.
- It creates a culture of authenticity. By showing your face and speaking to your audience you are allowing them to get a peek into your true self. Your customers are constantly feeling bombarded by advertising. So much so that many in this day and age use adblockers. When you go Live and show a part of your personality, rather than an advertisement, it builds trust with your audience.
- It promotes high-engagement. As described in my narrative at the top of this article, Instagram Live videos are exceptionally engaging. They appear on your mobile feed and on the desktop version of Instagram, but be aware that if you plan to Go Live you have to be on your smartphone.
- It spreads the word. By getting in front of more people, Instagram Live helps you spread the word. Push notifications on mobile help people know when the accounts they interact with go live. That, in addition to the streamlined design of Instagram which offers a prominent display of live streams, means your video gets in front of a wider audience.
How to use Instagram Live for branding
So, how then, do you use Instagram Live for branding? Read this section to learn strategies for success.
Engage with fans
You can use Instagram to engage with fans and followers. You can host a Q&A session or an AMA, and have followers write questions in the comments that you answer. Or you can bring a fan on a split-screen Live call.
Engage with partners
You can also split-screen business partners, advertisers and other people who support and elevate your brand. These are the individuals that can help you tell your story by sharing theirs.
Tell your brand story
Finally, you can use the platform as an opportunity to share your brand story and personality. And tell the story from your unique point of view. When you do this, clients are more likely to trust your brand.
I am not a content marketer. I’m a business owner just like you building a brand around branding. It’s my job to help you do the same thing. Book a consultation with Kristina Maness Photography. Contact me today for details.