In 2016, Facebook Live dominated the live social video medium. For brands, this quickly became a new and exciting way to reach audiences. As Facebook Live streams increased in popularity, the space became crowded and competitive. Now, posting a live-streamed press conference, Q&A, or product release may not grab the attention a brand desires. So, what’s the trick to standing out?
Here are some great, unique examples of branded Facebook Live streams.
Our first-ever LIVE tour of the DD test kitchen + a big announcement for engaged Valentines!
Posted by Dunkin’ Donuts on Thursday, February 11, 2016
Dunkin’ Donuts took viewers behind-the-scenes of their test kitchen in a Valentine’s Day-themed live stream. Before they kicked off the tour, they read some tweets from fans and went over the history of the company. Then they literally walked the viewers to a mock-store where they talked about macchiatos, donuts, cakes, and finished with a $10,000 giveaway.
Key takeaway: Dunkin’ Donuts brought fans behind the scenes and highlighted their products with a Valentine’s Day theme.
The food video network Tastemade brought its popular “Tiny Kitchen” series to Facebook Live where they made a miniature burger. What makes this live-stream unique is the lack of speech or faces. The audience simply watches hands create the tiny burger as they use a miniature knife to chop vegetables or the small flame of the stovetop to cook the patty. It was adorable yet surprisingly functional, and the anticipation of the final product kept people watching.
Key takeaway: An interesting yet simple concept kept viewers watching for the final product.
Dog vs. Cat
Who Will Win: Dog Or Cat?
Vote “Like” For Dog. Vote “Heart” For Cat.
Posted by BuzzFeed on Monday, November 7, 2016
BuzzFeed takes the crown for two types of Facebook Live video approaches: countdowns and voting. With this stream, they had a little fun with the general election—instead, asking viewers to vote for either Dog or Cat for president. Dog won with 1.3 million “like” votes after three hours.
Key takeaways: Polls and countdowns can be great ways to get your audience engaged and rack up shares. Facebook reactions can be a fun and simple way to have your viewers vote for something! This idea works for regular videos and posts as well.
Castle from the Sky
Posted by Airbnb on Monday, October 31, 2016
Airbnb ran a sweepstakes called #NightAt, and for one segment they had lucky winners stay at this haunting residence: Dracula’s Castle in Transylvania (in Bran, Județul Brașov, Romania). They used a drone to live stream an incredible view of the Bran Castle at night. No humans, no music, no text – just the sweeping shots around the castle that seemed reminiscent of Hogwarts from the Harry Potter series. Then as an added bonus, Airbnb’s community manager engaged with viewers in the comments.
Key takeaway: Most live streams are usually done in-house or on some form of set, but Airbnb made their stream grand.
Meet My Cat
Posted by Ricky Gervais on Thursday, August 6, 2015
British comedian Ricky Gervais used Facebook Live to vlog about everyday life and introduce his cat, Ollie, to his fans. Ricky is a public figure, not a company or traditional brand, but there are many things brands can learn from his cat-stream. First, Ricky engaged with his audience—he asked them to post photos of their cats in the comments and they did. He asked questions, and they answered. Whether you find the video funny or boring, it definitely has an off-script, spontaneous vibe to it. It is authentic and entertaining, which is key to why vlogging has done so well on YouTube.
Key takeaway: Working with an influencer can help make your live-stream more genuine, spontaneous, and entertaining without the need for a script.
Next time you concept a Facebook Live stream, think about these examples. Throw out the boring press release, FAQ, or product release ideas – the News Feed certainly doesn’t need more of those.