Every brand has a story to tell. And, in 2018, telling that story effectively often involves incorporating the right multimedia components to maximize its impact. As the social media landscape continues to expand and evolve, brands big and small can benefit from embracing the newest tools and techniques to bring their messages to life.
Going ‘Live’
When announcing Facebook’s latest algorithm change in December 2017, Mark Zuckerberg noted that live videos were averaging six times more interactions than traditional videos. Further, back in April 2017, Facebook was already reporting that one in five Facebook videos was a live broadcast.
While the notion of losing the window to edit content before sharing it can evoke feelings of nervousness, there are numerous benefits to taking the leap to go live. But…what makes good live content for a business? And how should nonprofits use Facebook Live?
Facebook Live for businesses:
- Share a short “state of the company” address from the CEO
- Take your followers along to your check presentation or day of service for a nonprofit
- Broadcast the opening remarks from your annual conference
- Tease a new product or service with short behind-the-scenes footage
- Showcase your company culture with highlights from teambuilding and employee recognition events
Facebook Live for nonprofits:
- Share some highlights from your major fundraiser’s keynote address
- Give a client the opportunity to share how they’ve been impacted by your organization
- Showcase clients benefitting from a generous donation of goods or services
- Preview a new facility or program expansion
- Let volunteers show how they are making an impact
As with any marketing tool, it’s important that the content and message are well-suited to the medium. You want to deliver dynamic content that people want to watch. And, you don’t want to overuse the medium, which can lead to a feeling of content saturation among online audiences.
Telling ‘Stories’
Instagram stories aren’t just for influencers and individual users. They’re a great way for brands to make their Instagram content more dynamic. According to Instagram, there are 300 million daily active users of “stories” alone. And, while many consumer brands have already unlocked the power of this marketing channel, B2B companies can also reap the rewards of crafting compelling Instagram Stories.
Businesses can use Instagram Stories to:
- Showcase production of a new product
- Bring the groundbreaking of a new facility to its online community
- Go behind-the-scenes at an office renovation or expansion
- Showcase what it’s like to work at ABC company
- Introduce a new team member
And, that’s just the beginning!
Nonprofits can use Instagram Stories to:
- Give behind-the-scenes access to preparations for a major fundraiser
- Spotlight an award recipient or honoree
- Show clients enjoying a new facility or experiencing a program for the first time (with the appropriate permissions and releases on file, of course!)
- Introduce a new executive director
- Share a parting message from an outgoing leader, be it a staff or Board member
- Inspire donations
- Demonstrate the impact of volunteers
And, much, much more!
While embracing Facebook Live and Instagram Stories challenges businesses and nonprofits to think differently about how they use social media, both offer opportunities to generate higher levels of stakeholder engagement. These mediums provide unique opportunities to tell stories in new formats, while embracing the popularity of highly visual and video content among consumers.
Whether you are a Fortune 500 company with a national presence or a local nonprofit with deep roots in a handful of communities, there are opportunities to use Facebook Live and Instagram Stories to diversify your content and help stakeholders connect with your organization in new and meaningful ways.
