What Happened
Birchbox is joining the live-stream craze as the subscription-based, online beauty retailer recently started doing live shows on Facebook on a regular basis. The goal, according to Rachel Jo Silver, the former director of social marketing for Birchbox, is to build relationships with customers in real-time and convert interested social followers into customers. Birchbox has seen success in using livestreaming to acquire new subscribers and promote products. One of its best-performing livestreams lasted for 40 minutes and racked up nearly 50,000 live viewers with an average view time of 10 minutes. In addition, Birchbox is taking advantage of Facebook Live’s feature of saving livestreams as videos after they end to generate content for its various social media outlets.
What Brands Need To Do
Livestreaming is starting to explode across digital channels with Facebook making a strong push for its Live video feature in the past few months, which creates new opportunities for brands seeking to engage with online audiences in real time. Birchbox’s early success with Facebook Live is illustrative of how brands can use livestreaming to directly engage with online consumers. As this trend continues, we expect to see more brands start exploring live-streaming platforms to elevate brand image and attract new customers.
Source: Marketing Dive
