There is more than one brand on social platforms, and to stand out from the crowd, in addition to brand copywriting and beautiful pictures, it is more important to speak to your target audience. It’s not about “what the brand wants to say”, it’s about what the “target audience” wants to hear. Today’s “netizens” seek authenticity and “sticking to the ground”, rather than resisting the same sales pitches. Brands need to think about how to use social media to communicate with their target audience. Among them, the author thinks that Facebook’s live broadcast feature launched this year is quite good.
When it comes to live, I believe readers will think of live games or the “17” program that was all the rage at the beginning of the year. Compared with the above two methods, Facebook has a large online audience, a high interaction rate, and the live broadcast function is more direct and effective.
Facebook Live Streaming can undoubtedly bring brands closer to consumers, making them more relevant and humane. Despite the new forms of help, brands should not stick to the old-school approach, such as simply broadcasting a press conference, which is really a paper transfer and fails to use the advantages of live broadcasting.
To break through the traditional thinking, we must make good use of the immediacy and interactivity of live broadcasting. For example, singer Hins Cheung recently broadcast a small concert on Facebook in the name of “two degrees down”, which is a good example. He first threatened to broadcast live on Facebook on a certain day of the month, and sang with the band on the day of the live broadcast, the scale was no less than that of an ordinary small concert, and replied on the spot according to the messages of Fans, which greatly improved the interactivity of the whole thing.
In addition, Amoy has also supported the holding of offline events in the form of live broadcasts. The general practice of brands for offline PR activities is to send a photographer to take photos of the scene and post the event highlights on Facebook the next day. In this case, how many netizens will be interested? On the contrary, a live broadcast of the entire event, supplemented by a live quiz with prizes, earned 80,000 views and more than 1,000 participants in just two hours. It can be seen that the close cooperation between offline activities and Facebook live broadcasts can not only attract the attention of netizens, but also get a lot of interaction on social platforms, which complements each other. One plus one, the brand effect is definitely greater than two.
With the emergence of different social platforms and the introduction of various features, social media should play a role in the branding strategy. Brand owners may wish to put more effort into putting more creativity and resources into social media.
