As the folks at Facebook know, “video is one of the most engaging and immersive ways to tell your story.” That’s why the company continues to introduce innovative video features – and why you’re seeing more and more videos appear in your News Feed.
Just last month, Facebook began testing Live Video, starting with a small percentage of iPhone users in the US. When those users want to update their statuses with live video, all they need to do is select the Live Video icon, write a brief description, choose the audience to share with, and then start broadcasting. According to the Facebook News Room, users will see the number of live viewers during their live broadcast, as well as the names of friends who are tuning in and a real-time stream of comments. After the broadcast, Facebook Live Videos can be saved or deleted, just like any other video.
Facebook anticipates that celebrities and other public figures will use Facebook Live Video to grow and engage their fan bases. The company says it’s a great way to take fans behind the scenes, host Q&As, share announcements and more — all in real time. (If you’re a marketer using Facebook to build your brand and business, see these tips for more about how you can use Facebook video to connect with customers.)
Beyond the obvious appeal to celebrities and businesses, I see Facebook Live Video as one more way the company is moving toward becoming something more than a mere social media platform. When you take a look at Facebook Live Video, along with all the other features planned to continue to roll out over the coming year, the message is clear: Facebook is increasingly becoming an individualized, personal network, brimming with each user’s unique stories and geared toward each user’s specific interests and preferences (including advertising). As with so much that is driving our industry, the keys here are adaptability…and individualization. Consumers crave personalized, unique digital experiences, and in order to be relevant, your marketing messages must change accordingly. They need to be timely, individualized and engaging.
To get there, you’ll need data driven solutions and analytics tools. With Teradata Digital Marketing Center, you can analyze a vast array of customer information, ranging from product preferences to buying behaviors, and then use that analysis to gain integrated insights. Those integrated insights can then help you leverage social platforms like Facebook, together with other channels (email, mobile, web marketing, etc.), to consistently capture your customers’ attention and win their business. And since we’re talking about the power of video, here’s a short video that explains how one company is using our solutions to respond to customers’ changing needs:
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