Live Video is King: How To Use It Without Going Broke

Live Video is King: How To Use It Without Going Broke - Duct Tape MarketingAs you may have heard from industry events like NABShow and Social Media Marketing World, marketing dollars are switching from broadcast TV to live video streaming for more creative and targeted visual advertising.

What makes a live video so effective and attractive to brands? Some illuminating statistics:

  • 90% of users say that seeing a video about a product is helpful in the decision-making process.
  • 92% of mobile video viewers share videos with others.
  • After watching a video, 64% of users are more likely to buy a product online.
  • 96% of B2B brands use video in marketing campaigns. 73% report video had a positive impact on ROI.
  • Facebook – a major site for advertising – prioritizes live videos and shows them on users’ newsfeeds before anything else.

It seems most marketers are convinced video works. However, are there ways to get the advantages of live video without having a large production budget – or any budget at all? Take inspiration from the examples of successful brands and our budget-friendly suggestions below.

Vlog and Stream For A Personal Connection:

Why do 90% of consumers trust their peers, friends, and bloggers over brand sources? The answer is simple: it’s the

Live Video is King: How To Use It Without Going Broke - Duct Tape Marketing

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human connection. Who prefers watching an ad to getting a recommendation from a trusted blogger or friend? Nobody. Because brands have that age-old problem social media is slowly helping to address: the faceless ‘corporate robot’ image that keeps them from engaging with customers directly. Well, not anymore, as many are embracing video as a way to form personal and personable connections with their target audience. For instance, T-Mobile’s CEO John Legere regularly posts vlogs to discuss the latest in mobile tech.

The Packers also use video, albeit in a different way, staging live webcasts of

Live Video is King: How To Use It Without Going Broke - Duct Tape Marketing

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their press conferences to bring fans into their world and give them the latest updates. For another example, the doggy-centered monthly subscription BarkBox chose a simple yet brilliant route of live streaming puppies. Now, that’s a brand that knows their audience!

The Budget-Friendly Option: In fact, this type of strategy should not hurt you financially if you stay away from overly complicated tech. If you’re a CEO who wants to add a personal touch to your content marketing, grab your own laptop or phone and advertise a YouTube Live or Periscope chat so your customers can put a face to the brand and see that you are involved and knowledgeable about your industry, and are concerned about their experiences. However, be wary of being too human and getting carried away, as John Legere did with insulting the Electronic Frontier Foundation during a Twitter Q&A.

Collaborate with Influencer Partners

Brands like Benefit Cosmetics invite beauty vloggers (such LustreLux) to join them for tutorials. These videos work

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because they are building on the star power of established influencers that their audience will already be familiar with. This tactic can also be employed in different ways. For a more permanent arrangement, we can look at Amazon’s Style Code Live, which regularly invites beauty vlogger Tati Westbrook to host and has her promoting the show weekly on her own channel.

One-off campaigns also tap into the influence of bloggers and vloggers. Curology teamed up with ThatGirlShaexo to promote their skin care line and hosted a contest where one lucky winner got to spend a spa day with Shae. As part of the campaign, Curology and Shae also hosted a live-streamed Q&A

Live Video is King: How To Use It Without Going Broke - Duct Tape Marketing

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where fans could ask the vlogger and the Curology experts about the line and their skin care problems.

The Budget-Friendly Option: If you don’t have the budget to regularly employ a mega-influencer with millions of subscribers, there are still ways to get your product out there through similar channels. Many industries, including beauty, are already sending their products to influencers to be featured in their blogs or vlogs. For example, partnering with ‘middle-range influencers’ (those with around 100K subs) rather than huge YouTube stars means less of a strain on your budget and the chance to collaborate with more than just one influencer. Find influencers quickly using a blogger review campaign platform and request that bloggers feature your product on their own live video channels such as Snapchat and get the benefit of live video and an instant new audience without lifting a finger.

Use Free Apps To Advertise New Launches and Provide Exclusive Content

If you’re thinking of whether to go for a budget-breaking TV ad or a targeted Snap campaign, perhaps you’ll be better off with the latter, seeing the success other big brands have enjoyed.

Periscope has been used by big names like Adidas and DKNY to advertise and was even used by Spotify to live stream their launch. Spotify’s concert feature is another game-changer, offering customers the chance to listen to their favorite artists’ concerts via live stream. Live stream is also being seen more and more in sports, with EA Sports and the NFL streaming games through platforms like Twitter.

Snapchat is also home to many creative and fun campaigns, such as Taco Bell’s launch of the Quesalupa and Spicy

Chicken Cool Ranch Doritos Locos Tacos, which was promoted through a short Snap film. The Cinco de Mayo taco face lens was an even bigger hit, breaking Snap record with over 200 million views.

The Budget-Friendly Option: Sponsored lenses like Taco Bell’s or creating entirely new live streaming options cost a pretty penny, so try starting small and seeing where this technology can take you. Create business accounts on apps like Periscope and Snapchat and advertise them on your existing channels. Encourage your whole team to get involved in thinking of creative campaigns that would inspire word of mouth. As you experiment, take advantage of free online tools, such as WeVideo, PowToon, Wideo, and Kaltura to create simple videos rather than breaking the bank on expensive professional software.

Provide Educational Content:

Experian’s #CreditChat is a pure customer service bonanza, with the event streaming on YouTube, Periscope, and Twitter every Wednesday. A panel of experts is invited to speak on a different topic each week and give financial tips, with customers able to get their questions answered instantly.

Insurance giant MetLife combined a similar strategy with influencer collaboration by hosting a webcast with parenting bloggers who asked MetLife representatives questions about life insurance.

The Budget-Friendly Option: Fortunately, these types of Q&As don’t have to take up much of your budget. Shelling out on panels of experts is great but not necessarily crucial for such campaigns. A weekly Periscope session where your customers can ask questions live will be a major boon if you want to improve your customer service. Providing content that is educational rather than purely promotional also builds trust between your brand and your audience, exemplifying that you are serious about addressing their concerns.

Main Takeaways:

  • Vlogs from company representatives put a human face on a brand, encouraging audience engagement and trust. And if puppies happen to be a big, representative part of your brand? All the better. Kittens work too.
  • Partner with influencers who have their own video capabilities to create buzzworthy campaigns.
  • Use free apps to advertise new launches and provide exclusive content to your target demographic.
  • Improve customer service through Q&As and other educational content that will benefit your consumers.

Thinking of launching your own live video campaign? Let’s discuss in the comments!

Eti NachumEti Nachum is the CEO of BlogsRelease, the #1 marketplace where brands can get product reviews from bloggers worldwide. Eti is a marketing professional with 20 years of experience in advertising and marketing. She likes to follow influential bloggers and works hard on bringing the blogosphere a visible platform to find the latest blogger campaigns in diverse industries. Connect with the team on Twitter @BlogsRelease, Facebook, LinkedIn, and Google+.

No One Cares How Many Followers You Have – How to Properly Measure Social Media Success

How to Properly Measure Social Media Success - Duct Tape Marketing

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When social media first started being used by businesses, it was all about the numbers – the bigger, the better. Your performance was measured in follower counts or the volume of Likes, Shares, Retweets or Pins you could accumulate.

But as social media has evolved to become a core marketing channel, the way we interpret these numbers has changed. As we spend hours every day scheduling Tweets, finding content for Facebook and editing pictures for Instagram, we must be able to determine if the effort is paying off. We need to know whether these numbers are indicative of success and how they correlate with actual business growth.

What Is Social Media Success?

As a brand, counting followers is a ‘vanity metric’ that is not always reflective of success. Although having a large number of followers can be beneficial in terms of your reach, credibility and positioning against competitors, that number is not a representation of how deeply your brand’s message resonates with its audience and is not an indicator of how many sales or leads you are generating through social media.

Social media is a marketing channel that requires as much time, effort and often as much spend as the likes of SEO, PPC and email marketing. Its success should, therefore, be analysed and defined in the same way – in terms of business KPIs.

How To Measure Social Media Success – 4 Steps

1. Situation Analysis

When measuring the results of any marketing activity, you require a starting point. Carrying out a detailed audit on your social media channels will help you understand your current performance and give you a position from which to plan growth.

Firstly, use each platform’s analytics tools (Facebook Insights, Twitter Analytics etc) in conjunction with Google Analytics to evaluate your strengths, weaknesses, opportunities and to determine who your audience are on each channel.

This is of particular importance as audiences can differ greatly from channel to channel. For example, Irish Parcels, an Irish courier company, has a primarily female following on Facebook, yet their Twitter audience is slightly more male. This will not only impact the content you create for each channel but will also affect the goals you set.

Take a close look at your best performing content in terms of reach and engagement. Examine the kind of traffic it generates to your website and map the user journey to understand if your current activity is driving conversion.

How to Properly Measure Social Media Success - Duct Tape MarketingHow to Properly Measure Social Media Success - Duct Tape Marketing2. Set Goals Around Metrics That Matter

Once you have a well-rounded understanding of where you currently stand in terms of social media marketing, you need to establish realistic and specific goals that serve a purpose and are set around metrics that matter. This will help you develop a manageable strategy that is results-driven.

Look at your overall business objectives and determine how your social media efforts can help you achieve them. Perhaps you want to increase brand visibility among the 18-25 demographic. For this, a realistic goal may be to increase Facebook interaction among this target market by 10% month on month.

When possible, you should also set attainable goals around direct conversions and set sales or lead acquisition targets. An example of this kind of goal might be: “Gain 20 sales from organic Facebook posting” or “Get 15 sign ups through Twitter traffic”.

However, for many companies, and small businesses, in particular, focusing on direct conversions is simply not realistic and social media marketing is a much longer game than Pay Per Click or email marketing.

This may instead be something to work towards as you first focus on your boosting your reach and engagement, as these are loyalty building metrics that help cultivate conversions in the long run.

3. Focus On ROI

As mentioned, social media is a long game and can be difficult to quantify in terms of actual money. But regardless of whether you’re able to gain direct conversions or not, always keep some form of ROI at the forefront of your efforts.

Establish a monthly cost per channel in terms of labour hours or spend, if applicable (like Facebook advertising), then outline your results.

For example, in August, you may have spent 20 hours on Facebook and gained 10,000 visitors to your website via this channel. You will have to determine what this traffic is worth to you, to decide if you are gaining a return on your investment.

Putting an emphasis on ROI ensures that you are fully aware of how much work you are putting in and exactly what you’re getting in return. This prevents you spending more time and money than you need to on each channel and means that everything you do has a purpose.

4. Use Tools And Measure Often

If you’re not measuring, then you’re not marketing, so be sure put time aside each week to review your social media platforms and note any changes, improvements or other results.

Each channel has its own analytics tools which provide valuable insight into your content performance and who your audience are. Some will even give you an idea of what time of the day/week is best to post.

Don’t just take note of your results; analyse and restrategise accordingly. For example; if you notice that your reach is poor, your marketing message is not strong enough. If your engagement is low, your content may not be specifically targeted and if your conversions could be better, consider rethinking your call to actions.

Be sure to measure frequently. Social media is an instant medium and you can determine almost instantly what is generating results and what isn’t. Don’t wait to create a monthly or quarterly report before you change or adapt your strategy. Pay close attention on a regular basis; if something isn’t working, stop doing it. It something is generating great results, find a way to build upon it.

Lana RichardsonLana Richardson is a journalist and digital marketer, specialising in content and social media marketing. She is the current blog editor for and

7 Ways Brands Can Connect with Social Media Messaging

7 Ways Brands Can Connect With Social Media Messaging - Duct Tape Marketing

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If you have limited your social media participation promotional content only, you are missing the point. There’s nothing inherently wrong with using social media as a place to share announcements about new products, upcoming sales, and specials, or boost flagging sales. In fact, doing these things is a good idea.

It’s just that your biggest opportunities on social media channels isn’t promotion. It’s branding, and the best way to improve your branding is to reach audiences with your unique messaging. Remember that consumers don’t just care about your products and prices. They want to connect with brands that reflect their values.

1. Give Your Audience a Behind The Scenes Look

Your values and your mission can be best seen in your daily operations. Invite customers in by filming behind the scenes videos. Let them meet the people who produce your products and run things behind the scenes. The passion, enthusiasm, and professionalism that is reflected in your workplace can be infectious. This is especially the case when customers see that your branding and your operations are in line with one another.

You’ll accomplish something else by doing this. People enjoy feeling like insiders, and as if they are in the know. It makes them feel as if they are a part of something exclusive. Behind the scenes content gives people those feelings.

2. Highlight People And Causes You Believe in

Is your business active in social causes? If so, let your audience know the causes that you support, and that they support by patronizing your business. Even if you don’t include charitable giving in your business model, you can still find causes that reflect your mission and signal boost them on your social media pages.

Don’t forget about inspirational people. Has someone on your team beaten a serious illness, run a marathon, or accomplished some other amazing feat? What about someone in your community. Share their story on social media.

3. Curate Humorous Touching or Inspiring Posts That Reflect Your Brand

Finding trending stories and videos that make an emotional impact is relatively easy. In fact, you could probably head to your Facebook feed right now, and find at least one post that fits in this category. The challenge is finding the right content to curate.

Sharing just any viral post or video might earn shares and a little bump in traffic, but that doesn’t help you with your messaging. The key is to find content that resonates and represents your values. Instead of thinking, ‘hey, a lot of people will like this post’, think ‘people who like this post share the values that my brand represents.’

4. Tape Introduction Videos of Company Representatives

Why not take the concept of the ‘About Us’ page to the next level. Film video introductions of the folks who represent your company, and who were responsible for getting your operations off of the ground. People will feel a much stronger connection, and will buy into your messaging if they connect  your brand with people they believe are sincere and trustworthy. Getting to know you content should be very important to brands as part of a marketing strategy that focuses on customer relationships.

5. Use Visual Content to Make Emotional Connections

Trust is a key element when forming connections with your customers. Visual content has been shown to evoke feelings of trust. It also evokes emotions. So, include pictures, videos, and other visual elements in your social media posts.

To really connect and give your messaging impact, share lots of photographs with members of your team. Remember that smiling pictures of women are especially good at increasing trust.

6. Ask Questions And Solicit Opinions

It might help to think of social media marketing like online dating. You can tell potential matches all about yourself. You can broadcast what you like and dislike, your stands on social issues, even share your future goals. In the end, in order to establish a relationship with anybody, conversations have to take place.

On social media, you have to create openings for these conversations to happen. The way to do this is to ask open-ended questions and invite  your followers to share their thoughts. Then, when they do this, engage them. When you participate in conversations, rather than simply posting content, you help to establish and strengthen customer relations.

7. Focus on Accuracy And Consistency

The best way to make your messaging connect with your followers is simply to show up with good content on a regular basis. If you curate content, source it from reputable sites, and be sure that your sources’ values are close to your own. Remember that when you share content, you aren’t just endorsing a particular piece, you are endorsing its source as well.

When it comes to the content that you create, it should be relevant, accurate, and it should focus on meeting your audience’s needs. If you become known as a source of quality information that helps people to solve their problems, you will have no trouble getting your message out.


By focusing on messaging instead of promotion, you build trust, establish your brand and your employees as thought leaders, and create believability. Doing this takes creating and sharing content that reflects your values, allows people to get to know your people and your story, and that is high in quality and visual elements. Finally, consistency is key.

Kerry CreaswoodKerry Creaswood is a passionate writer and blogger. Her topics of interest are SEO, marketing, and social media. To find more about Kerry – check her Twitter

9 Reasons to Implement Your Social Media Employee Advocacy Program Today (And The Necessary Tools to Do It)

Reasons To Implement Your Social Media Employee Advocacy Program Today - Duct Tape Marketing

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Just as the adage goes, brands are what people say they are. If you looked closely at giants like Starbucks and Whole Foods, you would notice that they have communities built around their brands.

The first community that you belong to professionally, is your work community. As entrepreneurs, business executives or marketing leads are you nurturing that community and giving it a voice?

If you aren’t, you are at a huge set–back. Read further to learn why. But first, let us explore a few platforms that could help you set up your employee advocacy program.

A set of employee advocacy platforms to help set–up your program

DrumUp Employee Advocacy Program

DrumUp’s gamified leader–board is great for employee engagement and motivation to share. In addition to letting you upload and store your promotional content, the platform also helps you source the latest industry content for sharing. Finally, the platform provides analytics to help your track employee engagement and engagement with the posts shared by them on social media.

Circulate.It is first one of the best ways to keep employees updated on developments in the company and the industry. Built on a newsletters model, the application lets you create and send daily newsletters to your employees with content that you want shared. From the newsletters, your employees can share that content on their social media accounts.

LinkedIn Elevate

Integrated with LinkedIn’s primary networking platform, Elevate packs a powerful punch. The analytics it provides reaches beyond engagement to the actual business page visits that your employee advocacy program attracts. For content, Elevate relies on Pulse and Newsle, LinkedIn’s content publishing applications. Elevate also helps you source relevant content to share with your employees.


Kredible was built to maximize the credibility for an employee advocacy program. Attaching your LinkedIn accounts to Kredible allows the platfrom to calculate a ‘Kredible’ score and suggest changes for profile optimization. Once that is done, the platform suggests relevant content to be shared on social media and tracks the progress of your employee advocacy program.

Why every business needs an employee advocacy program

1. Social media platforms now feature ‘talking about this’ (TAT)

By enabling your employees to share brand communication on social media, you could be picked up as the hot topic of discussion by social media platforms–giving you additional exposure and the TAT status.

Psychologically, your audience is wired to be curious about and participate in conversations that are seemingly ‘hot’.

2. Social employee advocacy helps you break the ‘promotional’ barrier

As consumers, each of us can relate to promotional blind–sighting and would have ignored our share of promotional messages.

Employee advocacy is a great way to get past that barrier and reach out to your target audience. When Nielsen surveyed trust levels people had for various message bearers on social media, brand communication ranked low and direct social media connections ranked high.

Employee participation could help you influence buyers on social media

71% people are likely to buy based on social media recommendations. How much of that segment of the market are your reaching with your brand’s social media accounts?

Half, lesser?

Twitter runs about 500 million tweets each day, with your employees help you could expand your reach and influence by a substantial amount.

4. Content shared by employees comes off more human than when shared by companies

In 2014 humanized marketing began to rise as a successful way to really connect with an audience. Two years down the line and there’s no excuse for not adding the human touch to your marketing efforts.

However, it is tough to create that connect when writing for wide audiences on social media.

By encouraging employees to share content you are automatically adding that human element.

5. Employee advocacy is an excellent means to create brand awareness

Brand awareness is the ability of a person to recognize a brand and associate it with the products and services of that company. For instance, no–one says cola, they ask for Coke.

Referral programs are popular as methods of creating brand awareness (think DropBox), why not apply the same tactic to social media?

Considering the extra reach that social media advocacy earns you, this decision is a no–brainer.

6. Exposure for employees with unique opportunities to represent the company and build authority

Consistent social media activity opens up opportunities to participate in relevant and impactful conversations.

If the content you share as part of your program also includes industry news and insights, employees could expand their knowledge and build authority as experts in the industry.

Several companies have claimed that this particular development of the employee advocacy program is great for social selling because it gives potential customers direct access to representatives of the company.

7. Reach amplified by as much as 100X

Compare the reach of a company social media account with the reach that employees have when put together. It isn’t fair competition.

Even Adobe’s Twitter account, which has 460K odd followers pales in comparison to its employees’ performance in terms of revenue.

8. Employees’ involvement projects a likeable employer brand

Recruitment is a tough and demanding process for companies everywhere. The advantage is having employees who are active on social media. When employees consistently share content about their companies, there is a positive impact made on potential recruits.

Also, employee referrals are great for recruitment.

9. Engaged employees are more likely to stick around in a company

Employee advocacy also has positive effects internally. By engaging employees in a fun activity (gamified and with rewards), their retention rates are higher.

Considering the cost of replacing an employee, this benefit is a valuable addition to the other benefits of a successful employee advocacy program.

All it really takes is a well–placed content strategy and an enthusiastic team of employees to reach a wider audience and generate more leads. How long until you get started?

Disha DineshDisha Dinesh is a Content Writer at Godot Media, a leading content agency. Her interests include social media and content marketing. When she’s not writing, she’s on the hunt for social media trends and inspiration.