Captivate New Audience: How These 5 Brands Are Leveraging Instagram Live
Sabrina Sedicot November 13, 2020 It’s been predicted that Instagram will reach a total of 112.5 million users by the end of 2020, so it only makes sense for eCommerce brands to take advantage of this platform. Instagram offers numerous ways for businesses to market themselves, but one of the most successful approaches being utilized is through Instagram Lives. This feature allows marketers to accomplish real-time marketing, as well as provide video content to consumers in an impactful format. The use of video marketing has been reported by marketers to have increased sales by 80% with most, if not all advertisers planning to proceed with the increased use of this strategy.
Instagram introducing this video streaming feature should be thought of as an essential part of many brands’ marketing strategy, as it is a great way to showcase products, improve social media presence, and engage with consumers. This post will go in-depth on brands who have successfully used Instagram Live to their advantage and the benefits this feature can bring to your own eCommerce business plan.
Benefits of Instagram Marketing
Instagram is a popular platform for millions of people across the globe using it daily. This means that the benefits of marketing on this platform are somewhat endless. Specifically, regarding Instagram Live, this feature offers exciting real-time marketing, while the video content can also be saved or shown live on your company’s account page for consumers to view and share later on.
As people are still having to deal with the effects of the Coronavirus, Instagram Live can also be looked at as a great solution to customers’ needs and emerging new behaviours. Lockdowns and quarantines create somewhat isolated feelings for consumers as people are now looking to brands to make up for this with quality brand experiences and great customer service. As for a brand wanting to learn and utilise this approach with its consumers, they’ll first need to learn from the brands that have done it successfully.
Examples of Brands Utilising Instagram Live
All industries and sectors have the opportunity to use this new Instagram feature and should consider thinking outside of the box when it comes to their own use of the video streaming system. Your own brand needs to be willing to adapt and learn how to use Instagram Live for marketing purposes to potentially come up with new ideas that have yet to be created yet, just as these companies have already done:
1. Chipotle – Fast-food chain Chipotle took to Instagram Live to celebrate Cinco De Mayo with its followers. Chipotle used their executive chef to give a walk-through of how to make a margarita along with helpful tips when creating your own Mexican-inspired meals. Through this approach, Chipotle made the most out of a holiday during quarantine and provided their audience with a fun experience that they themselves could execute from home. Not only was the chain able to gain attraction, saving the video to its platform allows consumers to reach the video whenever they want to, as well as share with friends.
2. Glossier – Makeup brand Glossier teamed up with an array of different makeup artists during quarantine to have each professional go through a makeup tutorial. As each artist streamed live, they also were able to answer followers’ questions in real-time while they proceeded onward with their makeup. After each artist finished, Glossier took the time to answer the most asked questions from consumers in its comments. The brand is known for its high-quality engagement, and yet again, has found a way through Instagram Live to provide great customer service.
3. Chewy – Online pet shop Chewy used Instagram Live to go answer consumer questions with the help of two professional animal vets. As consumer questions popped up on the screen, the vets would both give their educational input on different topics on how to take care of your pets. Chewy’s use of Instagram Live was a successful and engaging way to provide valuable information to its followers, as well as, shows consumers that the brand truly cares about its audience and their pets.
4. Equinox – The gym and lifestyle company Equinox uses its Instagram Live daily, to provide its followers with a free of charge yoga class. As most gyms remain closed or offer only limited capacity, Equinox has found a successful way to cater to its followers and give back to the community during times of crisis. This use of Instagram Live also keeps the gym on people’s mind, so when things get back to normal, Equinox will be the first thing they think about when rejoining exercise studios.
Despite your industry, there are countless directions your company can take while using Instagram Live. Depending on which approach your business thinks would fit best within its strategy means you can determine if your brand would like to use the feature for tutorials, product launches, free services, Q&As, or just entertainment purposes. Your business should also consider looking at Instagram Live as a possible solution to helping consumers, whether it be confused customers needing more information, creating a fun environment in times of crisis, or teaching consumers more about your products for a customer service.
Takeaways
In conclusion, Instagram Live is a savvy way to intertwine live video-based commerce into your platform’s handle. Consumers are likely to find this form of live streaming not only entertaining but a great form of customer service is implemented by a brand correctly. With social media currently booming, it only makes sense for your own company to take advantage of Instagram’s feature.
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