As digital engagements become more pervasive, brands are looking for new, more meaningful, opportunities to connect. Cue the mass scale of Facebook and the early adopters of Facebook Live. The platform enables brands to capitalize on the cultural zeitgeist of trending moments and occasions. For example, this past Halloween, Tomcat (yes, the pest-control company) hosted a Facebook Live event in which viewers were active participants in the hunt to kill off a cast of rodents. Through their votes, viewers became coauthors in the content creation of this rodent-horror mayhem. It was unique. Unexpected. And highly entertaining.
Why does this matter? Because content is king; it’s a brief reprieve from the drudgery of daily life. As anticipation builds for these experiences, it also forges a strong connection between the consumer and the brand. In fact, according to Brightcove, a software company and online video platform, social videos generate 1,200% more shares than text and images combined. While the share-worthiness of these executions builds excitement and affinity for brands, it’s also an effective way to establish relevancy quickly. Because it’s less manufactured and scripted, it feels more authentic and resonates more deeply than traditional methods. This form of content creation is paving the way for new conversations between consumers and creators. What lessons can we take and apply to our promotions and engagements?
Image Source: Adweek