The team at Blomtastic Florist in Columbus, Ohio, posts frequent videos to Facebook, including a behind-scenes-look at holiday prep last May.
If you have 15-20 minutes to devote to social media, should you whip up a quick blog post about your gorgeous Thanksgiving centerpieces, or take your smartphone into the design room for a live Q&A on new twists on centerpiece traditions?
The answer isn’t even close. Make the video.
According to a Livestream survey, “80 percent would rather watch live video from a brand than read a blog, and 82 percent prefer live video from a brand to social posts.” (Of course, if you have a little more time, do a blog post and the video.)
Shane Barker, a digital marketing consultant and Inc.com contributor, says that’s a trend that business owners should be capitalizing on.
“These numbers only point to one thing: brands can effectively leverage live streaming videos to engage and influence their target audiences,” he writes. “The question is how?”
Some of Barker’s tips:
Make news. In-store events (open houses, classes) and the introduction of new seasonal products (including the arrival of flowers each week) can make for engaging live footage. “Target live-streamed the launch party of their Cat & Jack line of kids’ clothing through Facebook Live,” Barker explains. “The brand managed to get twice as much Facebook Live engagement for the launch compared to their average engagement for live videos. Combined with their paid campaigns, live streaming helped the brand garner 500 million impressions and exceed their sales plans.” Try it out: Excited about your new Christmas displays? Take your phone out and get customers excited, too. Florists participating in the Society of American Florists’ Petal It Forward next week also have an ideal occasion to go live: When you hand out flowers, capture recipients’ reactions and share.
Dig into AMA. Question-and-answer sessions and AMA (that’s ask-me-anything) videos also are popular, and a great way to personalize your business and promote your expertise. “Cisco hosts live Q&A sessions during which some of their top executives are available to answer people’s questions,” as Barker points out. “The brand’s general manager and senior VP, Rowan Trollope has been able to answer questions about the future of artificial intelligence through live streaming videos.” Try it out: You don’t need to talk AI to make a compelling Q&A video. Take to video to field customers’ questions on wedding planning logistics, the traditions behind sympathy designs — or how to transition fall-themed décor into December holiday looks.
Get additional tips on videos and how you should be using them on social media (including how often to post them) in Floral Management magazine.
