It seems that the past couple months of quarantine have brought out the social media bug in a number of brands, celebrities and individuals. We’ve seen TikTok explode, more ads from influencers and perhaps most of all, creative usage of live videos. Between March and April of this year, experts at The Drum found the use of live video doubled on every major social platform.

With this “new normal” we’ve found ourselves in, it’s unlikely the trends established during quarantine will go away anytime soon. Keep reading to find out why investing in live video could be a huge win for your brand.

Reel Your Audience In

As video continues to dominate social media, more consumers are tuning into the interactive, engaging format of live videos. According to Adweek, Facebook Live videos receive three times more engagement than non-live videos, and five times more engagement than still photos. Through the live messaging stream that accompanies live videos, viewers can post their reactions and chat back and forth with other consumers, which keeps the whole audience tuned in longer. Video platform Ooyala has found that on average, viewers watch live video 8 times longer than regular videos.

People enjoy seeing the real humans behind the products and services, and live videos can provide a feeling of special access that consumers appreciate. According to video platform livestream, up to 87% of audiences would prefer to watch content online instead of on TV if it meant they could see behind the scenes. With engaging, valuable videos that provide a peek behind the doors of your company, your brand has an opportunity to earn loyal viewers and customers.

Authenticity Builds Trust

We spend so much time on social media perfecting the edited and curated versions of ourselves to show the world, but what audiences crave is authenticity. Live video is the raw, personal peek into your brand that consumers are looking for. Your brand’s personality is pushed straight into the spotlight in a live video, and while that can be daunting, it pays off to take this step.

As we’ve discussed before, consumers rate trustworthiness as one of the most important qualities of a brand. One of the biggest markers of a brand’s trustworthiness is its consistency and commitment to company values. Your live videos are a chance to reinforce your company’s overall mission and personality, even in an informal setting. If your brand is playful and creative, your live videos should reflect that. If you’re more bold and adventurous, make your videos consistent with those themes. When done well, live videos will facilitate better relationships with your customers and help break down any walls around your business.

Create Personal Connections

Though we can make nearly all of our transactions online now, what we really miss from brick-and-mortar stores is the face-to-face connection. Doing a livestream with people from your company can bridge this gap between your business’ online presence and your customers. Live videos are usually relaxed, casual and open up the traditional stuffiness of companies.

In addition, the message stream allows for two-way communication that feels more like a personal conversation. Your audience can ask your business questions and actually hear them answered in real time, which can be a big help for those considering making a purchase. While you’re broadcasting, pay attention to the comments users make and incorporate more of their favorite topics into the rest of the video. It’ll show your loyal followers that you’re listening to them, too.

If you’re wondering what your brand could possibly talk about on a live video, don’t worry. Check back with us next week to find out how you can create an effective, engaging piece of live marketing for your business.