Live Video Marketing (5 of 7)

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Hi!

One of the best things you can do for your business is

to study the competition.

This is especially true when it comes to live video

marketing.

Look at the thought leaders and influencers in your market.

How are they using live video to further their brand, maximize

their outreach, and connect with their target audience?

In this email, we'll take a quick look at a few top brands

using live video marketing to their advantage. Spend some

time studying companies like this (and others in your own

market), paying close attention to their overall strategies,

themes, style and voice.

Example #1: Benefit Cosmetics:

Benefit Cosmetics is an American makeup brand that’s known

for products like bronzer, lip stains, and brow pencils.

Their best-sellers are cult favorites and are repurchased

despite the sheer amount of new products entering the market

every year.

The beauty and cosmetics niche is perfect for content marketing

as makeup can require some knowledge and technical skills.

As such, there are lots of “beauty gurus” or influencers who

work in this niche.

However, content directly from the brand is important as it

shows consumers how their products are meant to be used.

It’s also sometimes more authoritative than content from a

third party (like an influencer).

Benefit Cosmetics leaned into this market dynamic by hosting

live videos on Facebook called Tipsy Tips.

Once a week, someone from Benefit Cosmetics would go live to

explain how to use a certain product and answer questions.

Although this could have been a regular video series, hosting

it on Facebook Live meant that they could focus on their customers’

immediate needs.

Furthermore, the casual interaction between Benefit Cosmetics,

and its customers meant that they could form closer relationships

with their customers.

Example #2: Kohl’s:

Kohl’s is the largest department store in America. They offer

private-label brands alongside a selection of other brands.

Competition in the department store industry is high as most

consumers are looking for low prices. Kohl’s also sells at

slightly higher prices than its competitors, so it really

needs to differentiate effectively to justify its prices.

Kohl’s uses live videos on Facebook to demonstrate how their

products are used by micro-influencers.

For example, they have makeup influencers host live tutorials

and cooking influencers host live cooking demonstrations.

Kohl’s also hosted free fitness classes through live videos.

The common theme of these live videos is illustrating how products

from Kohl can help consumers achieve the same look or lifestyle

as the influencer.

They position themselves as aspirational but attainable.

Doing so helps Kohl’s build brand awareness and affinity in

a highly competitive industry.

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