Six Live Streaming Ideas for CPG Brands
When you hear or see the phrase "social media marketing," what are the first things that come to mind? Likes, dances, celebrity make-up tutorials. All these practices have merit, but determining what strategy works best for your goals and audience is the trick.
Our friends at Inspira Marketing recently published a blog post, "The Future of CPG Marketing: Livestreaming," highlighting the nine benefits of live streaming for CPG companies.
Live streaming technology lets you watch, create and share videos in real-time. These videos can be recorded and shared on Facebook, TikTok, Twitch, Instagram, and YouTube.
According to the post, the nine benefits of brands live streaming are creating a sense of urgency, increasing engagement, addressing customer services issues in real-time, boosting brand awareness, driving traffic to your website, helping you stand out from your competitors, building customer loyalty, providing data insights, and engaging a low-cost marketing strategy.
Check out "How Can You Cut Through With Live Video?" and "What Makes a Good Pitch Video" for more tips on appearing on camera.
Based on a McKinsey Digital Survey, "food products are the second most popular product in live shopping, behind apparel and fashion but tied with beauty."
As a small startup with no marketing budget, how can your brand utilize live stream? For the sake of simplicity, we will discuss live stream ideas using Instagram (except for "flash sale on products").
Here are a few suggestions, including examples:
Instagram Live Interview – Know a fellow entrepreneur in the same industry or an expert in your field? Channel your inner Oprah and invite them to join you for an Instagram Live. Example: Kim Roxie, founder of LAMIK Beauty, interviewed Sabrina Noorani, founder of Clear for Me, on July 15, #NationalCleanBeautyDay.
Flash Sale on Products – Dream of being on Home Shopping Network or QVC? Create your own live shopping experience. In early 2023, Instagram disabled its live shopping function. However, TikTok has filled the void. The platform began testing TikTok Shop in April 2023 and is expected to roll out the entire experience to users in the United States, United Kingdom, and parts of Asia. According to a SearchEngine Journal article, over half of TikTok users discover new brands and products through advertainment – entertainment content created to promote the sale of a product or service. Over a third of TikTok users buy something after seeing it in an ad or video. Shoppers from TikTok spend up to 14% more than other users from other social networks.
Product Demonstrations – Info commercials on a much cheaper budget. Does your product sell best when you can explain it? Now's your chance. Show, don't tell. Alexandra Baker, Founder of In the Kitchen with Alexandra, demonstrates how to incorporate her Pikliz Spicy Pepper on Whole Grilled Yellowtail Snapper.
Tour of Your Operations – How does your product get into the consumers' hands? Follow its life journey from formulation, packaging, and shipping to usage. Shubham Issar and Amanat Anand, founders of SoaPen, showed how their product is made.
Women on the Street – Get out and record yourself interacting with customers. Ask for feedback at farmer's markets or hand out snacks on the sidewalk. Make sure to inform people they are being videotaped and give them the option of not being included. Kai Norte, founder of kube, record their feedback right after trying her vegan ice cream.
Behind the Scenes – Exhibiting at a trade show, appearing on a famous talk show, or speaking at an industry event? Take your followers along. For example, Jen Pelka shares her company's Une Femme Wine display at Cherry Bombe.
Live streaming is a low-cost marketing opportunity that could increase sales tremendously. According to the Inspira blog, "some food brands have seen a 300% increase in conversions from their live streaming efforts." This is a low-risk, high-return situation. However, remember the keyword in live streaming is LIVE, so practice before to avoid oops moments.