Instagram Live, also known as broadcasts, has become increasingly popular over the years and is used by successful brands worldwide. Not only is it completely free, but it’ll have your followers on the edge of their seats if executed correctly.
Here is how it can lead to an increase in brand awareness. We will also discuss the 5 best ways to use it to have the best possible chance of success.
What is brand awareness?
Brand awareness refers to the act of getting your business in front of as many people as possible; however, there’s a right and a wrong way to do it. To make your brand awareness campaign successful, you need to be putting your content in front of the right audience. So, rather than targeting everybody, take a sniper approach and target your ideal demographic.
For Instagram, the audience tends to be younger, whereas Facebook has an older demographic. It would be best if you also targeted people based on their interests. There is no point targeting people who are passionate about hunting if you’re trying to promote a cooking brand.
What is Instagram Live?
It’s a built-in platform that lets you record live videos and share them with your audience in real-time. You can think of it as similar to a live singing audition.
Once you start broadcasting, your audience can tune in and watch the video. If you’re trying to build brand awareness, Instagram Live is your best friend. Not only does it let you connect with your audience, but it also shows that you’re authentic.
How to build brand awareness with Instagram Live
Nowadays, more than ever, people want to learn about what they’re passionate about. If you have a following, then why not give your fans what they want? But, of course, what you decide to teach will depend entirely on your niche. It could be something simple or complex; it doesn’t matter.
The key is to make it interesting for your audience. Here’s an example. You have social media accounts showing people how to make healthy recipes. Usually, you list out the ingredients and add posts explaining how to cook said recipes. However, you’ve realized the power of Instagram broadcasts and have decided to cook a meal with your fans.
While cooking a meal may not be interesting for most, if you have a fanbase of passionate chefs, they’ll love it! What’s more, if you want to start a live broadcast, you must have enough Instagram views. Anybody can start a broadcast, but only brands with views will be taken seriously.
Turn it into a TV show
One video sounds okay, but how about a weekly broadcast for your fans? The key to any digital marketing venture is consistency. If you keep providing your fans with a reason to come back, they’ll never leave you.
Doing this correctly is going to require an in-depth strategy. We recommend setting aside a day to plan out 3 months’ worth of content. The key is to make the content super engaging. This way, it gives your fans something to look forward to each week. If the content is boring, they’ll start losing interest.
We’re not saying you need to invent the next space shuttle. However, try to add your unique spin on every broadcast.
Host a Q&A
Do you know what’s better than peanut butter and jelly sandwiches? When your favourite influencer hosts a Q&A, right?
While you may not be a world-famous influencer yet, if you have any kind of following, then you’re bound to have people interested in what you have to say. Hosting a Q&A lets you connect with your audience on a deeper level. You can answer the most prominent questions and build meaningful relationships.
With that being said, it proves more difficult if you’re an eCommerce store; however, that doesn’t mean it can’t be done. For example, let’s say you’re an eCommerce store that sells unique surfing jewellery and accessories. You could host a Q&A where fans ask you questions about the surfing scene instead of talking about products.
Not only will the number of views and your sales increase dramatically, but it also shows that you’re trustworthy. Provided you know what you’re talking about.
Showcase your product or service
Showcasing your product on a broadcast isn’t going to work in all niches; however, there are a selected few that will make a killing with this strategy. In most cases, fans don’t want to watch a broadcast video about the best T-shirts on your website. To make this strategy work, you need to have an eye-catching product that stands out.
For example. Let’s say you’re selling a course on how to make money online. You can host an Instagram broadcast that tells the story behind the course. If you spent two years homeless before watching the money roll in, be sure to mention it.
What’s more, it’s also a great idea to invite past clients onto the broadcast, allowing them to give their honest opinion. If you execute this strategy correctly, you should see a significant increase in sales. Also, standing up and presenting your product to an audience shows confidence, making you appear more trustworthy.
Team up with influencers
The best way to get your brand in front of millions is to team up with influencers on a Live video. However, most brands focus on the wrong kind of influencers. Instead, they look to partner up with people who have millions of followers.
But that’s a recipe for disaster. Mainly because the chance of them even seeing your message is one in a million. For this reason, we recommend going after the smaller influencers that have a loyal following. But, unfortunately, many people think these influencers aren’t going to provide enough exposure. But this couldn’t be further from the truth.
As long as they are in the same niche, have a similar following, and know what they’re doing, you’ll reach tons of new followers. The great thing about broadcasting with an influencer in your niche is their followers will also see the video and you will get more organic views on Instagram Live. And if they like what you have to say, then they’ll also become your followers.
Brands have no problem adding posts; however, they freeze up and forget how to perform when it comes to broadcasts. If this sounds like you, we’d like to remind you how beneficial Instagram broadcasts can be for brand awareness. Nothing compares to putting yourself on the line and talking to your audience live. Not only will you notice a boost in followers, but you’ll also see a big jump in sales, especially if you team up with a successful influencer.
Ellen Diamond did her degree in psychology at the University of Edinburgh. She has a particular interest in mental health and well-being.