Socialbakers has rounded up the top brands whose Facebook Live videos performed the best of 2016, and what they did to earn their place in the spotlight, with online competition a popular tactic.
2016 was the year live streaming via Facebook Live really kicked off.
Since it was rolled out to brands at the end of 2015, many companies have jumped on the bandwagon, making live video marketing one of the hottest new trends within the online marketing space.
Real-time value, user engagement, instant feedback – the benefits of live videos are plentiful. But when it comes to creating true value and driving ROI, how are brands using live videos to amplify their marketing strategies?
Here’s a list of the top 20:
- Boohoo.com – Live Black Friday give away (313,282 interactions)
- The Body Coach – Live Hiit (22,303 interactions)
- Xbox UK – Forza Horizon 3 (18,554 interactions)
- Oh Polly – Online competition (11,345 interactions)
- Chain Reaction Cycles – Online competition: Unior toolkit (9,343 interactions)
- AO – Online competition: tech gadgets (7,432 interactions)
- Monarch – Online launch / competition (6,876 interactions)
- MuscleFood – Online Q&A (6,293 interactions)
- Thomas Cook Airlines – Live performance: Danny Beard (5,892 interactions)
- Holidaypirates.com – Online competition (5,437 interactions)
- Carphone Warehouse – Introduction of the Galaxy Note 7 (4,303 interactions)
- JD Sports – Online boxing fight (video taken down) (4,240 interactions)
- Coca-Cola – Christmas campaign: truck tour (4,077 interactions)
- Spotify – Live performance: HONNE& Izzy Bizu (4,076 interactions
- Live Nation UK – Announcement: BROS confirm UK tour (4,042 interactions)
- SilkFred.com – Online competition: Wheel of Dresses (3,586 interactions)
- John Lewis – Exclusive tour of the new Christmas shop (3,424 interactions)
- Feelunique.com – Online competition: Urban Decay’s 20th Birthday Party (3,246 interactions)
- Netflix – Preview of Narcos season 2 (2,975 interactions)
- Myprotein – Online competition (2,915 interactions)
Socialbakers’ analysis of the data:
- The best-performing Facebook Live videos deliver content that’s highly relevant and actionable at a specific moment in time
- Boohoo, Xbox, Oh Polly and Chain Reaction Cycle all offered its audience a chance to win something. Both Boohoo.com and Oh Polly further drove engagement by fans entering the competition through comments on the post
– without a clear call to action, Coca-Cola’s Christmas campaign video ‘only’ generated in 4,077 interactions, while Boohoo.com’s Black Friday giveaway video resulted in 313,282 interactions – despite both brands having a similar number of Facebook fans (2.4M v 2.3M)
The star of the show this year? Boohoo.com – the brand hosted a successful Facebook Live Black Friday competition, taking advantage of the following factors:
- It was Black Friday so users were actively looking for cheap goods online
- Users could win products every minute throughout Black Friday – and they were motivated to enter and engage because the competition was restricted to a short period of tim
- Live videos require fresh thinking from brands and marketers. The top Facebook Live videos demonstrate how brands can best take advantage of this new format – “react quickly, be relevant and most importantly, have a clear call to action that drives engagement”