William Joseph Communications

Marketing Do or Don't: Live Video

It’s no secret that the current social media landscape can be a confusing world for brands to navigate. Its ever-changing nature can make creating effective marketing strategies difficult – one minute Facebook reigns supreme, the next it’s Instagram. Not only are the platforms constantly filtering through, but consistent upgrades and new added features can prove to be less user-friendly than developers hope they would. Take for example the Instagram feed; developers changed it from chronological order to a seemingly more tailored experience for each individual user. This resulted in major backlash as many found their posts were not being seen by their followers, ultimately forcing users to shift focus to Instagram stories rather than traditional posting.

Another feature recently introduced on multiple platforms that has brands confused is live video. It is now possible to create live streams on Facebook, Twitter and Instagram, allowing audiences to see what you are doing in real time. But, as with nearly all new social media features, many brands begin to experiment without concrete strategy, which can result in lost time and effectiveness. So, is live video right for your marketing plan, and if so, how do you execute it effectively? Here are a few ways to get started:

Know your audience

This should be a first step in any marketing strategy – live video or not. In order to effectively communicate with your audience, you have to know who they are. What platforms do they use? When are they most engaging? What kind of content do they respond to best? It wouldn’t make any sense to do a ‘behind-the-scenes’ type of video on Facebook live if your audience are consistently sending you questions through Instagram direct messaging – try a live Q&A on Instagram instead. It’s important to do the preliminary research to understand what your current (and desired) audiences are looking for – demographic research will go a long way here.

Consider your industry

When developing a plan to execute a marketing strategy, consider what it is you want to communicate with your audiences. If you’re planning on sharing valuable industry information, consider whether you want to be a thought leader or if you want to keep trade secrets, well, secret. Is a behind-the-scenes look into your brand’s operations going to make for an enticing or boring video? Be brutally honest with yourself and think about live video content from a consumer’s perspective – what is it you’d want to know?

Be prepared to improvise

The nature of live video is exactly that – live. It’s meant to be in the moment and real, meaning there’s no room for rigid, scripted content. That’s not to say there isn’t a place for this produced content, it would just be better suited as a post. If you’ve decided to use live video as part of your marketing strategy, use it as a tool to give audiences an inside scoop into your brand, whether that be answering live questions or giving an in-the-moment sneak peek into specific operations. The beauty of live video is the authenticity is gives brands, making them more relatable – take this time to truly connect.

Look, live videos are tricky. Not only do you need to consider all of the above, but you also need to have insight into what time of day and week your audiences is most active on social media to be able to time it correctly. A live video won’t be effective if no one tunes in. Luckily, our marketing expertise will not only help you identify is live video is right for your brand, but also the best course of action for executing that plan. Get in touch with us today and we’ll help you navigate the world of live video.

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Friday, December 7th, 2018 at 2:37pm
We love our incredible clients and are grateful to work with them everyday! So, we were super excited this week when we got to be Santa and deliver WJ presents to all of them! #YXE team with @PattisonKids https://t.co/UYH4zKtBVd wj_agency photo
Tuesday, December 4th, 2018 at 1:28pm
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Monday, December 3rd, 2018 at 1:55pm
A Christmas gift for you all! We are hosting a holiday session to help our business owner/marketing manager friends get a jump start on their marketing for 2019. We have a few spots left so we hope you can join us this Wednesday, Dec 5th at 11:30 a.m.! https://t.co/VBimH6XZYu
Friday, November 30th, 2018 at 12:32pm
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William Joseph Communications

We are the difference between momentary achievement and enduring success.Your success requires an agency that offers a fully integrated solution. One that has the vision to see beyond your current borders and the troops to guide you there. With us as your allies, be confident that you can achieve your boldest ambitions. At William Joseph we offer complete marketing solutions composed of strategies, tactics, and designs that effectively tell your story and address your unique marketing goals. Everything from advertising campaigns to experiential design, our team takes your corporate identity and translates it through a wide array of mediums to successfully champion your company.
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William Joseph CommunicationsMonday, December 10th, 2018 at 12:00pm
In the spirit of the holiday season, we ask you to support our client, the Central Alberta Child Advocacy Centre, and participate in this year's Dream Home Lottery.

The proceeds from this event will go to support the Centre and its mission to empower children and families impacted but abuse.

We're so incredibly humbled to work with such a wonderful organization and are proud of the brand we were able to create for them!
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William Joseph CommunicationsFriday, December 7th, 2018 at 5:10pm
We love our incredible clients and are grateful to work with them everyday! So, we were super excited this week when we got to be Santa and deliver WJ presents to all of them! Check out Preston and Monique from the YXE office dropping off flowers to the team at Jim Pattison Children's Hospital Foundation!
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William Joseph Communications added 13 new photos — with Victoria MacLean Reade.Thursday, December 6th, 2018 at 11:22pm
Thanks everyone for coming out to our Christmas Ryan’s Roundup! Everyone left with a little gift from WJ and a lot of holiday spirit. See you all in 2019!
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William Joseph CommunicationsThursday, December 6th, 2018 at 4:59pm
William Joseph was featured in Calgary's Business today!

Despite the many ups and downs of our economy, William Joseph has continued to grow as a business every year since our inception, and for that we are incredibly grateful.

As we finish our 15th year of business, we've had a lot of time to reflect and look back on our journey. Click the link to read more.
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William Joseph Communications added 8 new photos.Wednesday, December 5th, 2018 at 11:32pm
William Joseph was out tonight celebrating the holidays with our great partner, Ranchman’s! Thanks Doug and Wendy for hosting such a wonderful party. I wonder if Santa asked our CEO if he was naughty or nice?!?

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