LIVESTREAM SHOWS FOR (AND BY) BRANDS
As livestreaming matures, brands are starting to invest in producing their own content on channels they control - with the aim of nurturing and growing equity with audiences.
In the past, brands outsourced audience relationships, running livestream campaigns through well known influencers. While this allowed them to jumpstart activities in the space, they paid a steep ‘rent’ to third-party influencers AND retained little equity. There are still scenarios where influencers are important, but brands should also be using live-streaming for; (1)customer service and sales, and (2)for building brand/audience affinity.
“Reality” style, scenario driven programs are likely to be the dominant form of branded livestream. The emerging formula features; a strong host (from the brand), interesting guests (often KOLs) and intriguing scenarios (choose your adventure).
Repeatable, sustainable video programs from brands have higher up-front costs (at launch) but hold the potential for much stronger ROI in the future (as the formula is repeated and KOL ‘rents’ are scaled down).
BRAND EQUITY AND AUDIENCE RETENTION ARE AT STAKE WITH LIVESTREAMING
OPPO CREATES SELF-PRODUCED MINI REALITY SHOW
OPPO is emerging as a front-runner in the branded live-streaming space - having created several “reality programs.” For it’s new device “RENO,” they invited four vloggers to travel to Thailand and create a reality show, featuring; parties, sports, games and new foods. The show involves audiences, providing them with agency in choice of activities (and brand story).
YSL BEAUTY FOCUSES ON BRANDED ORIGINAL LIVESTREAMING
YSL has created an in-studio, talk-show, with a host and guest celebrities/KOLs, talking about beauty and life …fielding questions from the live audience. Cosmetics brands were early adopters, using livestream for customer service, advice and beauty Q&A. The YSL feels like the natural evolution of the Q&A and advice concept - upgrading the brand platform.
