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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What Does Your Content Say About Your Company Culture

It’s more important than ever before to build a positive and inspiring company culture. The culture of your organization affects the talent you attract, how engaged your employees are at work, and also the customers who choose your brand over others.

Your company culture is a reflection of your core brand values and mission. And those values can be an important factor in the decision-making process when someone chooses to spend their money or do business with you.

According to a 2020 survey of consumer behavior, over 70% said it was important that companies they bought from aligned with their values.There are many factors that go into your company culture. It’s important to mold the working environment and the sort of business you do around the type of culture you want to cultivate.

But have you considered how the content you are publishing affects how your company culture is perceived?

Quick Takeaways

  • Expressing your true company culture is critical for attracting the right talent and the right customers.
  • The content you publish can be a valuable way to demonstrate your brand culture.
  • Get your brand values and mission statement set in stone to create a solid base for all your content marketing efforts.

Why Your Content Is a Reflection of Your Culture

Have a think about the brands you regularly consume content from and how the content has a unique personality that affects how you would describe the brand.

For example, take a look at this tweet from smoothie company Innocent Drinks:

Even if you’d never heard of the company before, you’d probably start forming an impression of their company culture just from seeing this small piece of content.

Some things that spring to mind include:

  • Young and fun
  • Friendly
  • Caring about the environment

A quick look at the Innocent Drinks page shows that this first impression aligns pretty closely with the brand’s stated values.

How about another example?

Social media automation tool Buffer actually dedicates a whole section of its blog to the importance of “open” culture.

You can see that Buffer values transparency, sustainability, and work-life balance from their blog articles on subjects including calculating the carbon footprint of remote work, moving to a four-day workweek, and why their transparent email policy stopped working.

Buffer is a brand that really understands the importance of content marketing and makes the effort to ensure that all content reflects its core values:

  • Default to transparency
  • Cultivate positivity
  • Show gratitude
  • Practice reflection
  • Improve consistently
  • Act beyond yourself

Does Your Content Promote Your Company Culture?

Take a look through some of your existing content online with fresh eyes. Does it really reflect your brand and values? If your content was all someone had to go on, would they have an accurate picture of what it might be like to work for your company?

Some brands naturally do a great job of creating values-focused content. The ones that do succeed not only because they have a talented team of marketers and content creators working for them, but also because they have a clear idea of the company culture they want to cultivate and promote.

So if you don’t yet have a clear handle on how to describe your company culture, or you’re waiting for it to develop organically, you must focus on building a positive culture first.

Your people are one of the cornerstones of your company culture so make sure they’re involved. Getting together to officially nail down your brand values or mission statement can be a great starting point for an official company culture to flourish.

But when it comes to brand culture, actions matter more than words. There’s no point in claiming you have an open and honest culture and care about the environment if this isn’t true.

Developing your true company culture will take some time, but it can be helped along by working with people who share your values.

Hiring the right people is essential, of course. But marketing to the right audience is equally as important. If you can create content that attracts an audience that shares your brand values, you’ll be well on the way to success.

Creating Content Around Your Culture

Once you’ve put the hard work into building a great brand culture, you can use your content to show off what a great company you are.

If you’ve come up with a list of official brand values, this can be a great way to get started with your content plan, as you can make sure any new content you create falls into one of these “buckets”.

Make sure to take advantage of content to tell the story of your brand. When working through your content strategy, it’s natural to want to make sure that each piece of content is fulfilling a specific purpose and aligning with the customer journey.

But not all content has to or should funnel a potential customer toward a sale. Your content should also work to build your brand slowly but consistently with each piece you produce.

Great authors don’t have to work to market their books. People eagerly anticipate them and buy them automatically because they know they like their style and subjects.

If you approach your marketing content in the same way romance novelists tackle their books, you’re sure to be well on the road to building a dedicated audience that is interested in what you have to say.

Activating your employees to create their own content is another fail-safe way of creating authentic, engaging content.

Nobody knows your company and its culture better than your employees. Utilizing their knowledge, expertise, and passion is often the most effective way to tell the world about your company culture.

At the very least, make sure your employees are involved in your content process, whether that’s by brainstorming ideas for content topics or sharing your content on their own social media accounts.

Ready to Tell the Story of Your Brand Culture?

If you are ready to get more traffic to your site with quality content published consistently, check out our Content Builder Service.

Set up a quick consultation, and I’ll send you a free PDF version of my books. Get started today–and generate more traffic and leads for your business.

By Michael Brenner

Marketing Insider Group

The Marketing Insider Group provides content marketing workshops and content development services. Scale your content and start showing Content Marketing ROI today. Free Consultation

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