5 Ways to Leverage Livestream and Build Community for Your Brand

By Travis Stevens , Butcher Bird Studios Managing Partner

Imagine this: You've organized the ultimate virtual bash. The kind where you invite 50,000 people, stock up on virtual snacks, and cue up the coolest digital DJ. But when the big moment arrives...crickets. Welcome to the "Livestream Nightmare." It's the stuff of marketing legends, and not in a good way.

Remember that one infamous Twitch livestream where a big brand tried to launch a new product but ended up showcasing an hour of technical glitches? Yikes! Now, contrast that with the epic success of another brand whose livestream included surprise guest appearances, interactive polls, and a virtual escape room that had everyone buzzing for weeks. The difference? Strategy and engagement.

Setting the Stage for Livestream Success

Before you dive headfirst into the livestream pool, it’s crucial to know why you're doing it. What are your goals? How does this fit into your brand's grand scheme? And most importantly, who is your audience? Understanding these elements is like knowing the cheat codes to a video game – it’s the key to victory.

Livestreaming isn't just about promoting your brand; it’s about building a community around it. It’s about creating shared experiences, fostering connections, and making your audience feel like they’re part of a real time conversation with your brand.

Here are some ways to leverage livestreaming for your brand, backed by Butcher Bird’s secret sauce to success:

1. Interactive Activities: Turn Viewers into Participants

Think of your livestream as a digital playground. People don’t just want to watch the stars of their favorite show get interviewed on the red carpet; they want to join them via streamer operated robots! Incorporate interactive activities to keep your audience engaged and invested. Butcher Bird once hosted a livestream where viewers watched their favorite streamers remotely operate bots that drove around the Riot Games premiere for season one of the show Arcane. The result? Sky-high engagement and a ton of fun!

2. Influencers: Borrow Their Spotlight

Why not invite a few friends to your livestream party? Especially those with a crowd of their own. Influencers bring not just their star power but their loyal fanbase. Butcher Bird collaborated with a popular gaming influencer who brought thousands of her followers, along with a fabulous fashion sense, activating her community around an LA travel show sponsored by Volkswagen. The power of influence is real!

3. In-World Games: Gamify the Experience

Who doesn’t love games? Incorporating in-world games during your livestream can turn a passive experience into an interactive adventure. Picture a virtual escape room where participants can unlock exclusive drops from their favorite show. Butcher Bird used this tactic to launch a new trailer for Netflix’s Avatar: The Last Airbender, and the audience loved it so much, they were asking for a sequel!

4. Creative Input: Give Your Audience a Voice

People love to feel heard. Let your audience have a say in what happens during the livestream. Whether it’s choosing the next topic, voting on what product to showcase, or even influencing the outcome of a live event, giving your viewers some control makes them feel valued. Butcher Birds’s Haunted House livestream allowed viewers to tune in to their favorite gamer for a scary games review. What they didn’t know was that they were about to go on a full haunted house ride where we used their chat to steer the action on the screen making it an unpredictable and engaging experience.

5. The Bigger Picture

Livestreaming shouldn’t be an isolated event. It’s a crucial part of a larger, well-coordinated marketing strategy. Butcher Bird’s success lies in its ability to weave livestreaming into a comprehensive multi-platform campaign, ensuring consistent messaging and engagement across all channels. From pre-event teasers on social media to post-event highlights and exclusive content, the story continues even after the livestream ends. For the livestreamed game-show Next Level sponsored by Lexus, we were able repackage and repurpose the captured footage, not only across socials, but into 3 exclusive short-form specials for Amazon’s Fire TV.

When done right, livestreaming isn't just about promoting your brand; it’s about building a community around it. It’s about creating shared experiences, fostering connections, and making your audience feel like they’re part of a real time conversation with your brand.

Interested in learning more about livestreaming for your brand? Don't miss our LinkedIn Live event on August 13th, 2024, at 12:00 PM PST! Join hosts Emily Kerrigan and Travis Stevens from Butcher Bird for The Power of Live: Create Community - Build Affinity - Convert Customers Register today to secure your spot!?