12 Creative Ways To Use Instagram Live To Build Brand Presence

Instagram Live is one of the latest additions to one of the most popular social media networks today. Instagram already boasts hundreds of millions of users. The live format is one that several social media networks (including Instagram’s parent company, Facebook) have been exploring.

The Live space opens up the network to a different type of content—a combination of videos (which we already know have high engagement numbers) and the allure of getting a glimpse into someone’s personal life. While this feature tends to be more popular with individuals, brands can capitalize on it, too, with a bit of research and strategizing.

To help, these 12 members of Forbes Business Council discuss some of the creative ways they see businesses using Instagram Live to grow their brand presence and reach out to customers.

1. Schedule Q&As

People love reality TV and the use of live videos in business can provide instantaneous connection with customers. Integrating this tool in your business can maximize exposure and profits. Schedule Q&As to bring viewers online, update on new offerings and showcase team members’ personality and quirks. The more regular you do lives, the more connections you’ll be making and the more raving fans you’ll create. – Coraline Dufroux, Innova Services Group

2. Host Questionnaires

Hosting an Instagram Live questionnaire is one of the best ways to engage your audience. A special trick to having the best live questionnaire is posting an Instagram story about six hours before going live with the question box feature. This will allow your audience to ask questions beforehand and when you go live there is a feature to bring up all of these questions for everyone to see! – Luke Lintz, HighKey Agency Inc. MORE FOR YOUA CMO’s Road Map To Leading In The Post-Covid Era13 Great Tips For Using Visual Content In Marketing16 Critical Steps When Updating Your Company’s Marketing Funnel


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3. Use The Collaboration Feature

One way businesses can increase their brand awareness using Instagram Live is through the collaboration feature. Companies can use it to partner up and cross-promote with other brands and influencers by going live on campaigns together. This way, both brands can engage with their respective viewers on Instagram Live and potentially gain new quality followers. – Amy Bourne, Brad’s Deals

4. Leverage Guest Appearances

With the shift to a remote work lifestyle, a lot of brands have started using Instagram Live for collaborations and guest appearances. This gives guests an opportunity to share their knowledge and speak about how the work they are doing relates to the brand’s audience. This kind of content helps brands grow because it attracts a new audience and is different from the content they usually produce. – Emma Rose Cohen, Final

5. Host Employee Interviews

One idea is to host an interview with one of your employees on Instagram Live. This is an opportunity to share your organization’s culture and add a human touch to your business, both of which can improve customers’ engagement with your brand. Let customers watching the Live ask questions as this will pique interest and add transparency. – Adam Harvey, Proofed

6. Create Interactive Live Demos

One creative way businesses can use Instagram Live to grow their online brand and presence is by providing live demonstrations that are interactive rather than only educational and content-based. During this time particularly, individuals want information that they can immediately benefit from, e.g., meditation, yoga, cooking and other wellness-related activities. – Dr. Jaquel Patterson, Fairfield Family Health

7. Engage In Bilateral Conversations

Studies indicate that millennials and Gen Zers want brands to engage them online. Consumers want experiential, not simply promotional videos. Instagram Live empowers brands to engage in bilateral conversations versus the standard one-way megaphone. Consumers also want to be heard, not told. Use Instagram Live not to broadcast, but to engage in a meaningful way to build customer loyalty and retention. – Scott Amyx, Astor Perkins

8. Use It As A Storytelling Platform

It’s a great storytelling platform as it has no time limitations and allows you to receive real-time feedback. Viewers can comment during the broadcast, so it’s a fantastic way to get a read on your audience. It’s also casual, so no need for fancy production. Just point and shoot! Consider using this option to expand your brand story, promote upcoming events and test new kinds of content. – Jessica First, Kilter

9. Enhance The Connection With Clients

Now is an excellent time to utilize Instagram Live more than ever before. Most companies are working remotely during this time, and creating human connection has become an essential daily need in all of our lives. Instagram Live is a great way to enhance the connection with clients and customers. Connecting with your customers through avenues like this organically grows your presence and brand. – Brittany Harrer Dolin, The Pocketbook Agency

10. Increase Engagement With Followers

When customers tune into a live video on Instagram, they are choosing to interact with the streamer. It’s important for companies to recognize this opportunity to engage by sparking discussions with the viewers. One way to do that is through rewarding valuable feedback communicated by fans with exclusive offers and coupon codes. Building communities and creating enthusiastic and loyal customers. – Ibrahim Ibrahim, iBoostReach

11. Share Your Journey

Being vulnerable and sharing your journey as a business owner makes your audience turn into loyal customers through the empathy they feel and the connection they have with your real business journey. For example, you could talk about manufacturing challenges or design decisions on social media marketing or about landing a huge contract and all the “feels” you’re going through. It’s priceless! – Silvia Mah, Ad Astra Ventures

12. Showcase Your Personal Life

Part of the brand is personality. We had a lot of success promoting an off-Broadway play with actors using Instagram Live to show fans their morning commute and work outside of the theater. You don’t need to be an actor with this approach. CEOs and other leaders can showcase their personal life with similar IG Live situations. Let your customers connect with your leaders via personal stories. – Mark Macias, MACIAS PR Check out my website.

Expert Panel®

 Expert Panel®Forbes Business Council is an invitation-only, fee-based organization for successful entrepreneurs and business leaders.

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Bobby Krieger

Instagram live has been the surprise break out feature of 2020, everyone is live on Instagram right now because of the outbreak so NOW is the time to tune in. Check out this video where I give you all the Tips & Tricks you need to go live on Instagram now! 👇 Click The Link Below To Get Going Live On Instagram Check List ►► https://m.me/2117746011820009?ref=w99…​ ———————————————————————————– 💛 FOLLOW ME ON INSTAGRAM FOR DAILY EXCLUSIVE TIPS ►► https://urlgeni.us/instagram/TheInflu…​ ———————————————————————————– ⚡ Join The Notification Squad (Get Live Updates + Text Me…Yes Actually Me, Whenever!) ►► http://bit.ly/332ZZS6​ ———————————————————————————– JOIN OUR FB GROUP ►► facebook.com/groups/BuildingInfluenceOnInstagram ———————————————————————————– 📧 Teamomni@omni-influence.com ———————————————————————————– Resources From Video: ———————————————————————————– #BobbyKrieger#Socialmediamarketing#Instagram

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Paid Media Marketing In 2021: 8 Changes Marketers Should Make

Paid media has one job: to lift your brand. And as digital marketing evolves, so too will your strategy. So how should you change your paid media strategy in 2021? Here are eight changes you can incorporate without a second thought.

1. Getting Passing Ads to Convert

Passing ads are a growing sector of the paid media world. This is evidenced by the recent evolution of Instagram Reels as well as the widespread popularity of sources like TikTok, Instagram stories, and Facebook stories.

Basically, if it passes through the user’s streaming or browsing session, you can consider it a passing ad (or passive ). Up to you! So how do you get these types of ads to pay off, both in the short and long term? These types of advertisements have their own playing field.

They must be quick, relevant, and (ultimately) conversion-oriented. A few specific types of ads work best here:

  • Organic-seeming ads are best. You want your audience to presume you’re someone they follow, even if they don’t. You want them to think this is a regular product or service offering update, even if it’s not.
  • Include post links or swipe-up links whenever possible. The easier you make it for folks to find you, the better.
  • The first second matters most. Include audio when relevant and make your offering known right away. Your personality should be obvious at first glance.
  • Cross-promote. If you share a product video on Instagram Reels, upload it to your story and your feed. If you have a TikTok, share the video there, too.
  • Use them to build a remarketing audience of “viewers” and “engagers” and “clicks.”

2. Making Core Influencers Part of Your Business Model

As a business, you don’t have to do it alone. Micro and macro influencers are an awesome resource at your beck and call, just as long as your audiences align. Even pages with a few thousand followers can make a big difference for smaller brands looking for a leg up.

Go on a hunt to find the top influencers in your space. Then, figure out the cost-per-acquisition for tracking each of them down (because you have to court influencers, especially the bigger ones).

From there, you can create a win-win partnership that gets you leads while the influencer earns income. Pro Tip: You can use influencer marketing tools to help you in your journey of integrating core influencers into your business model. Some of the most popular include AspireIQ, BuzzSumo, BrandSnob, and NeoReach.

Whichever you choose, make sure the influencers you find are big enough to provide real value to your brand — and that you’re paying a CPA that makes sense for your budget.Advertisement

3. Better Audience Management on Each Platform

2021 is the year to get your audience management down, both from a holistic perspective and within each encapsulated platform. That means zeroing in on every site in which you publish paid media advertisements and determining audience management. The first step in this process?

Building audiences.

From there, you must set up a strategy to target folks within every stage of the funnel – from upper to lower – and on each network. Perhaps the most crucial part of this process is refreshing your audiences as the year goes on. You should definitely plan on retargeting and testing new audiences throughout this time.

If you fail to incorporate this part, you run the risk of targeting the wrong sector of people, ultimately throwing money down the proverbial drain. However, if you retarget and refresh your approach, you’re bound to find a dynamic audience that correlates with your vision. In the end, audience management alone can be worth its weight in gold.

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4. Way More Funnels

One word:

Funnels.

You want to double-down on creating funnels and landing pages. But you don’t just want to throw these advertisements out into the internet abyss.

Build these funnels and landing pages:

  • By ad.
  • By network.
  • By stage in the customer journey.

By using these three correlations, you can figure out the route users are taking to get to the purchase point, and you can determine the root of your audience’s behavior. Journeys might differ between YouTube and Facebook, and that’s because these platforms are not built to act the same. Similarly, customers may respond differently by ad type (think carousel ad vs. video ad).

Where they are in the customer journey makes a huge difference as well. Consumers in the awareness stage will not respond to a coupon in the same way that someone just shy of the purchase stage will.Advertisement .In short, keeping nuances in mind as you develop a collection of funnels and landing pages will make all the difference.

5. More Forecasting by Source & Time With Budget Allocation

Staying on track with your paid media strategy means accurately allocating your budget across the board. It may sound tedious, but once you get into the swing of things, this process will be a natural part of your digital marketing.

First things first: Know the cost of all items in your program. This could be the cost-per-clicks, subscriptions, influencer payments (as mentioned above), or a whole slew of other monetary payments. Basically, you want to know what you’re paying, and where.

Next up: Forecast by quarter, not just year. This allows for easier budget shifts within a year. When you’re ready to change up your paid media tactics, you’ll be better set up to do so. Getting the budgetary green light from executives will run much more smoothly with a quarterly forecast in hand.

6. Getting Into Bed More With Microsoft

Microsoft, you’ve outdone yourself. The new Microsoft Advertising options are here, and the platform itself is really taking off. As a marketing professional, your brand will surely benefit from digging into it more by 2021. Specifically, Microsoft Advertising is now offering three new targeting options:

  • Enhanced LinkedIn targeting: Since Microsoft acquired Linkedin in 2016, they’ve developed targeting for LinkedIn profiles. Now, marketers can target LinkedIn audiences by job function, company, and industry. There’s also the option to use campaign bid modifiers by industry or job.
Enhanced LinkedIn targeting
  • In-market audiences: Microsoft Advertising has expanded in-market audiences to France and Germany, which could be beneficial for some companies. But aside from that, in-market audiences themselves are super effective.
  • Dynamic remarketing for Microsoft Shopping: Microsoft Shopping now gets dynamic remarketing. This means that ecommerce marketers can now target customers who’ve already interacted with them in some way (i.e., targeting consumers who abandoned their shopping carts).
dynamic remarketing

7. Getting an Acceptable CPA on YouTube & DSP Networks

Your cost-per-action (CPA) on YouTube and demand-side platform (DSP) networks needs to be at an acceptable rate. Using CPA ad networks is smart for businesses with a well-developed market. You don’t have to count on clicks just to bring in money, and you can advertise based on a particular action.

It’s also important to mention that you need to make these more secondary. They should come after the lower funnel networks and audiences are maximized. If you need help capping your CPA, consider making use of Google’s Target CPA bidding tool. It’s robust on machine learning and helps keep you at or below your target CPA.

Set bid limits, make device bid adjustments, and calculate your average target CPA, among other nuances. And if you didn’t know Amazon even has its own DSP now.

8. Using Machine Learning to Your Advantage

Machine learning is only getting stronger. For marketing leaders, 2021 really is the time to hop on the machine learning bandwagon. It just so happens that machine learning and paid media go together like peanut butter and jam.

Instead of using PPC managers who have to be compensated for doing it all, you can use machine learning. In fact, it can strengthen your ROI for paid media campaigns of all kinds (whatever the channel you prefer). Just make sure you don’t sacrifice your brand’s personality for a little efficiency.

One way you can do this is with Google’s responsive search ads. With a combination of creativity and machine learning, your ads have the potential to go far. You can also utilize Google’s Target CPA bidding, a tool we mentioned that just so happens to use artificial intelligence to get the job done.

By: John Lincoln

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Rohan Sheth

Learn How to Become a Paid Media Expert in 2020 with Rohan Sheth. Paid advertising on YouTube, Facebook, Google and other platforms is growing intensively. At my marketing agency we manage a dozen of paid media buyers and I’ve learned what it takes to become a successful paid media expert or media buyer in 2020. I break it down for you in this video. 👉 Download the Digital Expert Book: https://digitalexpert.com/welcome 👉 The Complete Course to Start Generating Business Online: https://digitalexpert.com/digital-exp…#PaidAdvertising#PaidMedia#RohanSheth 👇 Enjoyed the content? Subscribe to my channel 👇 ↪︎ https://www.youtube.com/channel/UCdtL… 🔥 CHECK OUT THIS VIDEO: How I Moved From a 600 sq. ft. Apartment to a $3.5M Mansion in Under 3 Years ↪︎ https://www.youtube.com/watch?v=uEeR7… YOU MAY ALSO LIKE: 🤳 Day In The Life Of Rohan ↪︎ https://www.youtube.com/watch?v=xj1Hm… 📚 Learn Digital Marketing & Business ↪︎ https://www.youtube.com/watch?v=38D8Y… FOLLOW ME ON INSTAGRAM: ↪︎ https://www.instagram.com/rohan_sheth/

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