What Happened
GE is pulling out all the stops for live-streaming, as the mega-conglomerate hopes to engage consumers with interesting narratives and humanize its industrial brand image. The company has experimented with several live-streaming platforms, such as Meerkat when it first came out. It also started using Periscope the day it launched and ran a couple campaigns on the Twitter-owned live-streaming platform, including the “Drone Week” campaign last summer. Most recently, GE launched its Pi Day campaign via Facebook’s Live Video, the newest of the emerging live-streaming platforms, showcasing the different applications of Pi in GE’s engineering.
What Brands Need To Do
According to GE’s global digital marketing manager Sydney Williams, live video content lends a very authentic and human feel to brands, which is especially appreciated by a younger Millennial audience. A lot of branded videos often end up a little too polished and over-produced, and live video provides a good medium to remedy that. For brands looking to experiment with live-streaming, they should be prepared on the technical front to ensure a smooth broadcast, but also willing to roll with the punches and embrace the unexpected.
Source: Marketing Land