In recent times, streaming platforms have become a kind of overwhelming and ubiquitous fad with which all social networks seem to be showing increasing interest. The number of those that have launched tools that allow them to connect with the audience in real time and launch video broadcasts that they can see at the same time that it is taking place is increasing and higher and is managing to connect with more and more users. And if social networks are launching more and more tools like these and consumers are responding more and better to them, brands are connecting more and more equally with them and are becoming more and more interested.

First they were interested in the use Fiji Email List they could give to Periscope or Meerkat, the first to hit the market with force and the first to generate a certain frenzy among brands. Then the list expanded and companies began to analyze who would be better and how to use each of the tools that have appeared to meet their objectives. Now that even Facebook has a tool that allows creating live content, Facebook Live, the popularization of these tools has reached a point that leads them towards the ‘mainstream’ in the relationship between brands and consumers. But how do you employ these tools and how do you use them to connect with audiences? In a recent analysis by  they have focused on the 10 brand and media pages that are using Facebook Live to generate this content and have established what it is that makes each one of them succeed. Based on these conclusions, it is not difficult to establish general guidelines of what these live video tools are for and what brands can use them for.

Connect with the audience and receive their response in real time

The main thing among what these tools offer is the obvious (and what in the end all brands look for when they launch into the conquest of social networks as a tool to reach the consumer). These platforms allow you to generate conversations in real time: they allow you to launch messages, do it in a format that consumers increasingly value (audiovisual) and receive their response to what they are doing in real time. It not only works at the level of ‘counting views’ or receiving comments. Brands can also measure the response that their content is launching by seeing how the links work (links can be added in some of these platforms to drive traffic) or by seeing how related conversations are generated.

Create stories that work in the immediate plane

Another of the key points of these tools and of their operation, as well as of what they suppose as an extra, is the fact that they allow generating greater immediacy in the stories. Brands can tell things at the same time that they happen and they can pretend to be like communication media, something that in an environment in which companies give more and more prominence to content production is not so strange and not it’s so exotic. The big media already use tools such as Facebook Live to make live broadcasts associated with breaking news or large events. Dipping into breaking information is swampy ground for brands (and one that doesn’t really do much for them) but using these tools to count special events and actions can work very well.

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