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Author

Monica Macalinao

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During the days of TV’s dominance, everyone couldn’t peel their eyes off the screen when a program was “live.” People did so because they didn’t want to miss out on a once-in-a-lifetime experience. In addition, they wanted to be the first to know what would happen, something we know as FOMO (Fear Of Missing Out).

Today, anyone can do live streaming. Social media networks such as Facebook even highlight your profile and send your network a notification that you’ve gone live unless the function is turned off.

Nowadays, marketers consider it a powerful marketing tool. In fact, the biggest brands have used it to successful ends, just like GE’s Periscope drones when the app was still independent of Twitter for #DroneWeek.

The five-day-five-episode live event allowed audiences to feel the scale and impact of GE’s drone technologies. Their efforts helped them gain 3.22 million video views, 50.6 million impressions, and a total of 84.7 thousand live stream viewers per episode.

Live streaming is not just a fad. It’s here to stay and can be your ultimate tool for social media marketing success. Just look at the infographic below:

live-stream

Source: Filmora Wondershare

1. Live Videos Vs. Text Content

More people love to watch rather than read. In fact, 80% of customers would rather watch live videos about a brand than reading posts. In addition, a continuous stream of text and image updates in social media can create fatigue for your audiences and your message gets lost in the clutter.

With live streaming, brands are able to show events as they are happening and capture the essence of the moment. With the power of smartphones and the Internet, it is possible for a single correspondent to give the full details of the live event. People are able to witness for themselves what is happening instead of receiving second-hand information via an article written later that leaves out a few details to make it more succinct.

The reason for the audiences’ unfaltering attention is because a video is an engaging format. One of the reasons why video is compelling is that the human eye is naturally drawn to movement. People are drawn to motion and familiar nuances such as a person conversing and relaying events as if they were at the event itself. It also makes use of audio, which is easy for people to understand and follow what’s happening. Here’s how to add audio to video and create a more unique experience for your audience.

2. Easy Opportunity-Based Production

About 41% of people in social media watch live events featuring breaking news stories. While most people are watching funny or entertaining live videos such as gaming conventions or live comedy events, most people will watch content similar to flash news. For example, it can be the launch of a new satellite, the wedding of a royal family member, or the unveiling of a brand’s newest product in a gigantic press conference.

If your brand has a new product it needs to launch, audiences who follow your page might consider it value-adding because it concerns their interests.

3. Millennial-Oriented

According to Marketing Profs, there are over 2.67 billion social media users in 2018 alone. Millennials aged 20-35 years old spend more than eight hours a day browsing through social media. As a tech-savvy generation, Millennials love the idea of live streaming with 63% from every social network watching live content when they receive a notification.

If your brand appeals to Millennials, then leveraging on live streaming is important to improve your social network presence and overall brand recognition. In fact, 42% of Millennials know how to create interesting live videos themselves making it a great channel of communication between brand and audience.

4. Personality-Driven

Influencers have made their careers through short videos. Their communities love watching their content. Niche-recognized influencers not only receive free products to review and endorse, but also grab the opportunity to live stream events whenever possible because they have a wide reach. Influencers bank on their personality to expand their communities and live streaming is one of their best tools to do so.

Therefore, a single strong-personality host for any brand’s live stream is enough to drive traffic. If this individual adds value to their audience, then they present the brand in a positive, entertaining, and reliable light.

5. FOMO-Powered

Remember FOMO? Majority of social network users have it. Just like at the height of television networks, missing a particular live event means you’ll have to wait for someone to tell you what happened and it’s nothing like seeing it for yourself. Live streaming, which sends notifications to audiences, initiates this particular feeling all over again, compelling audiences to tune in “RIGHT NOW”.

For example, a global audience means that not everyone would get to attend a particular gaming convention where new games are announced. With their fear of missing out, they will turn to social media for live coverage on the event such as on Facebook, Twitter, or others services such as live stream giant Twitch, which has over 10 million daily users.

6. Authentically Interactive

Social media videos allow users to watch content and consume it fully. However, if they have questions about particular topics, they can only make a comment or reply on the page. This form of communication is still an effective brand-building tool, but with live streaming, there’s an extra value-adding rapport created.

Live streams allow hosts or social media agents to respond to real-time messages that audiences send regarding the event, making the interaction between brand and audience more authentic. This allows them to answer questions, create discussions, and find value in the brand. It establishes rapport between you and the hundreds of thousands watching your brand’s live stream quickly.

Conclusion

Live streaming is an excellent tool for brands aiming to expand their reach and create value-adding communication with their audience. While live streaming is useful only in moments such as breaking news, product reveals, how-to-guides, and conferences, it has enough value that urges hundreds or even thousands of your audiences not to miss out on a unique or once-in-a-lifetime event. If you need help with this, feel free to contact us (we’re very friendly!) or you can also check out our social media marketing services here.

Which company profile below piques your interest more?

Example 1:

“Hey, we’re Company A. We work to provide solutions to your issues. We have several high-profile projects coming up in the next few months. If you’d like to work with us, you can always give us a call!”

Example 2:

“Hey, we’re Company B! We’ve been part of the recent (high profile program you recognize) in conjunction with (company you’ve heard of). It is focused on improving the welfare of people from (community or area you know). Our recent case studies, (case 1) and (case 2), have been published in (publication you recognize). These projects have (results that you would value for your business). If you believe we can help your business with a solution, inquire with us. We’re here to help!”

Sometimes being short is not always sweet. Besides its length, Example 1 also lacks details. It is vague, using terms like “provide solutions,” “several high-profile projects,” and doesn’t attempt to build any rapport.

On the other hand, Example 2 is specific. Its description sends a “value-driven” message, with examples and results that you, as their audience, can relate to. To top it off, it shows a more personable approach compared to Example 1.

Brand personality is critical in digital marketing. In an increasingly information-saturated world, it helps your brand stand out. Your company profile – from your “About Us” page to your social network profiles – shares your personality with an audience, and it’s imperative that it resonates.

What makes a company profile boring?

In Example 1, any audience considering the company’s services may find it ineffective because it does not provide any detail that makes it appealing. Less ambiguous statements that are backed by data and are specific can improve it tremendously.

In fact, Example 1 committed almost every company profile-writing sin on this list because it was too brief. In a way, it doesn’t consider any interest of its audience, which just makes it plain boring.

The importance of company profiles for brand development

Your website is your virtual office in cyberspace, and your social media profiles are your online “outlets” representing your brand on their respective networks. Anything you say in these profiles reflects the image and values of your company.

A company profile should reinforce and proliferate your brand’s authority in your respective niche or industry through a well-developed story. It is therefore important to invest some time in creating a good one. Here’s how you can bank on your strengths without going overboard.

Five Ways To Create an Exciting Company Profile

1. Create Your Unique Tone Of Voice

Everyone knows this: black and white are boring when compared to the spectrum of colors on the color wheel. The same way a colorful website drives attention to elements you wish your audience to focus on, a ‘colorful’ company profile can really make your brand stand out and be noticed.

It is first important to develop the right tone of voice that resonates with your defined customer persona. More importantly, the tone of voice is something you must be comfortable with personifying to the world. The table below shares voice characteristics you may consider for yourself.

company-profile-characteristic

The right ‘color’ for your company profile can have an amazing inbound effect as it proliferates.

2. Keep It Simple

A company profile should not be too short, à la Example 1 above. At the same time, being overly verbose can be detrimental too.

Here is an example that comes across as tooting its own horn without caring for what a reader may be interested in:

“Hello there, we’re Company C!

“We have recently worked with Company A’s project in Africa. Handled by our personnel A, B, and C, each specializing in (expertise 1, 2, and 3), we’ve achieved stellar results in the project that made (variable 1, 2, and 3) each have a respective 230% increase while having only a 2% margin of error.”

On the surface, it seems like it has all the ingredients that might sell your company right. However, it is too lengthy and has lots of unnecessary details that borderlines on narcissistic. Your audiences want to know what you did, how you did it, and how it ended up with just enough details that are easily digestible in a few seconds.

In comparison, Example 2 is about the right length. Each sentence is focused on improving the understanding of the reader about their business. Specifics are kept to a minimum, enough to impress readers, but shies away from overloading them with percentages as listed above in Example 3.

The language utilized also needs to be simple enough that even an 11-year-old can understand it. It is important to ensure audiences outside your industry can easily understand your profile. This helps it to proliferate faster.

3. Tell a Story

linkedin coca-cola

People bond over stories. While discussing your company’s results with clients, your profile also needs to mesh its personality with a mission and purpose. Get readers to “be in your corner” when they read it. Humanize your profile to help your audience connect.

If pitching your profile online, via social media, for example, utilize the area provided for writing your “About Us” section. Try including the origin story of your brand and the values that make your company what it is. See Coca Cola’s LinkedIn profile, a network that allows more space to write a lengthier profile. On other social networks, try condensing it while maintaining the story.

Read the “Do’s and Don’ts of Writing Your Company Story” for more details.

4. Organize Your Narrative

As you may have guessed – there are many perspectives you can add to your company profile. We describe 3 different styles, each focusing on different things for their company narratives:

The Friendly Neighborhood Business: Small and medium businesses targeting their local communities benefit greatly from this type of narrative. The narrative focuses on the brand’s values when it comes to creating their products or providing their services.

For example, Riverside Foods’ narrative focuses on the founding family’s first food mart and their experience forging the standards they have in providing their quality products and services.

company-profile-riverside

The Professional and Clean-Cut Solution: Medium to larger businesses targeting other businesses use this particular narrative in their descriptions. It focuses on their processes and continuous development of practices to optimize their operations.

An example is Addiction Foods. It is a custom pet food manufacturer for dog food brands, writes in their ‘About’ page that they focus on reinventing and revolutionizing pet food formulation and production consistently for their clients.

The Doer:  All businesses of different scales can find this particular narrative style efficient in developing brand retention despite its objective and achievement-driven voice.

Henrik Plumbing from California uses a third-person narrative approach in their description. It details their specialization in residential, commercial, and industrial piping services. Further stress is placed on their efficient operations due to their 25 years of experience providing their services.

5. Test It Out

Before publishing your company description, have someone else read your profile. This isn’t just to spot editorial mistakes.

You can easily develop tunnel vision when writing descriptions. Another set of eyes helps to reveal areas to make it appeal even more.

The more people you share your profile with, the better. It’ll allow you, over time, to collate feedback and craft an even better company profile that has a greater impact on your business.

Wrapping Up

Company profiles tell people what your company can do, how it began, and what it can, and has, achieved. It’s something worth investing time in and crafting with care. Best of all, it’s easy to do!

We hope these five simple steps can ensure that your profile stands out from the rest and creates the right traction for your brand.

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