Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Tanja Džido, Creative & Account Manager, Envy Croatia
Expensive video content production for social networks is a thing of the past, as is perfect brands, idealistic spots and their carefully designed scenarios. Feel free to cut your post-production budget, because social network users do not want to see embellished reality or get to know your “fake” brands. They want to see raw and unfiltered video material, because before they get “married” to your brand, they want to see it without make-up and make sure it’s really #flawless.
Social networks like Snapchat and Periscope, as well as Beyonce with the song #flawless (note: never underestimate the power of Beyonce with Millennials) started the trend of sharing real-time, unfiltered moments, and in April this year Facebook took this to the next level with Facebook Live for all users. Mark Zuckerberg said then that we were stepping into the golden years of live video, and this is confirmed by Facebook’s data, which show that users spend three times more time watching live content and are ten times more willing to comment on them than other pre-produced content. Why? Because the content is raw, unfiltered and therefore personal.
Live video feeds the innate curiosity of every individual to know what is currently happening, to peek behind the curtains and see who their favorite brands, celebrities and idols really are when the stage lights go out. Brands can use this to build credibility, win the loyalty and trust of existing customers and create good relationships with future ones. All this can be accomplished by just using a normal smartphone camera, high-speed internet and the simple fact that in the eyes of users live content reflects sincerity and honesty. People value transparency and are willing to invest their time and money in brands that they trust because they are allowed to get to know them without a filter.
If you still don’t know where and how to start, watch these examples of using Facebook Live video from the agency Envy Croatia, one of the fastest growing young digital agencies in Croatia:
- Campaign teaser: On the eve of launching a new summer campaign for Karlovačko Natur Radler with the tagline “Natural is Better”, instead of using a classic scene from the video, we made a live video from Maksimir early in the morning as a teaser, so Karlovačko fans on Facebook could experience the virtual waking up to the chirping of birds and a view of the beautiful Maksimir lake with #PrirodnoJeBolje. The result: 23,000 organic views.
- Real-time online support for offline activities: In the campaign Otvori za Francusku (Open for France), before Croatia’s first match in France, a brief live video was streamed that transmitted the atmosphere among fans in Paris – a huge Croatian fan flag and excited fans, with their singing and enthusiasm, won over not only Paris, but also the social networks, because on the day of the match, this video was the most popular post in the industry. The result: 72,000 views.
- Exclusive sneak peak: The Gala VIP opening of the first Poreč Open Air Festival in the beginning of June and the performance by the globally famous 2Cellos was reserved for only 200 VIP guests, but with the live video from the gala, part of their performance and atmosphere was shared on the official Facebook page of the Festival. Result: 4,200 views.
Is your brand beautiful even without makeup? Remove the makeup, try live video and brace yourself for some surprising support from fans, who will reward your bravery with the epithet #flawless.