Leverage New Forms of Web Content
Constantly among the slickest brand names on social, Red Bull has looked in the direction of an additional type of web content to increase its Facebook reach: live video clip.
The brand name purposely shies away from referencing its substantial range of power beverages, rather than concentrating on the society it has actually developed around extreme sports. This vibrant advertising approach assists Red Bull to separate itself from its numerous competitors in a sector where items have actually been mostly commoditized.
So, in regular Red Bull fashion, the power drinks huge partnered with adventure filmmaker Sebastien Montaz and shared the real-time video with its fans as well as followers from the top of Mont Blanc, the highest possible height in western Europe.
Red Bull climbed its way to the top of Facebook users’ Information Feeds utilizing Facebook Stay in a couple of ways:
It maximized the algorithm’s preference for Facebook Live video over YouTube, suggesting individuals were more probable to see it among the various other material on their Information Feeds.
It accommodated social media individuals’ disposition in the direction of “immediate” web content, made clear with the popularity of various other systems like Snapchat and also Instagram that highlight fast web content sharing.
It supplied a unique experience to customers. For twelve mins, Sebastien shared what it was like to be atop Mont Blanc as it was happening. There’s something a lot more visceral in seeing something take place to live as opposed to after the reality.
The result online video clip carried Red Bull’s interaction was prompt and also evident. The video clip gathered over 37 thousand Likes, a considerable boost above the Page’s average of 5 to 10 thousand Sorts on its routine video clips.
Red Bull found success by responding straight to the modifications Facebook made to its News Feed formula. Simple, right? When Facebook states do live video, you do live video clip.
The key, nevertheless, is that Red Bull took this new web content type and approached it in a unique way. Unless you’re a star, you’re most likely not going to get much interaction speaking with your phone from your work desk.