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Applications de vidéo en direct: quels bénéfices pour les marques?

Catégorie Digital

Applications de vidéo en direct: quels bénéfices pour les marques?

En Guinée, le nombre d’utilisateurs des réseaux sociaux ne fait qu’augmenter et leur moyens d’interaction avec. Parmi ces nouveaux modes de communication se distingue la vidéo en direct, grâce au téléchargement d’une application ou directement sur le réseau social Facebook. C’est un changement majeur dans les tendances du Marketing depuis 2016. Les usages se diversifient, et les marques peuvent en tirer parti!

 

Quels sont les acteurs de la vidéo en direct?

 

Les vidéos en direct ne sont pas nouvelles, mais la pratique a explosé en février 2015 quand, au festival SXSW (festival de musique, de cinéma et de médias interactifs), quand Meerkat a présenté son application permettant de partager des vidéos en direct, avec annonces des vidéos et commentaires par un système de tweets. L’application mobile commençait son ascension, pour se hisser en 140ème position des meilleures applications sur l’Apple Store aux États-Unis en mars 2015.

 

C’est alors que Twitter a lui aussi voulu sa part du gâteau, en rachetant en mars 2015 l’application Periscope, aux fonctionnalités similaires (partage en direct de vidéos, commentaires, mentions j’aime, possibilité de suivre des personnes). Periscope propose également de visionner à nouveau une vidéo pendant 24h, au contraire de Meerkat qui les supprime automatiquement, rendant ainsi difficile une poursuite judiciaire liée aux contenus diffusés. Periscope propose même depuis le 5 mai 2016 de sauvegarder ses diffusions en ajoutant le hashtag #save.

 

À la suite de ce rachat, Twitter a décidé de couper le lien entre Meerkat et Twitter, faisant perdre leurs contacts aux utilisateurs et modifiant le système de l’application, basé sur des tweets. Meerkat a chuté dans les téléchargements, Periscope gagnant ainsi ce combat par son interface plus agréable et son lien direct à Twitter. En quelques jours, l’application Periscope était dans le Top30 des meilleures applications iOS, et en août 2015, elle comptait déjà 10 millions de comptes. Depuis, Meerkat cherche à reconquérir sa communauté en partageant de (trop) nombreux contenus, sans bénéficier des données utilisateurs que Twitter aurait pu fournir.

 

Applications de vidéo en direct Wink

Meerkat connaissait une notoriété fulgurante, jusqu’à ce que Periscope soit racheté par Twitter.

En janvier 2016, Facebook s’est lui aussi joint à cette tendance de la vidéo en direct en lançant Facebook Live, auprès des personnalités dans un premier temps, et depuis avril dans le monde entier. Le réseau social avait remarqué que ses utilisateurs avaient tendance à consulter leur fil d’actualité et postaient de moins en moins, favorisant Instagram ou Snapchat pour partager des photos. Hors, avec 1,5 milliard d’utilisateurs dans le monde, Facebook a tout intérêt à continuer de fidéliser ses utilisateurs! Facebook Live permet à chacun de filmer une vidéo en direct, qui sera ensuite publiée sur le mur de la personne comme une vidéo standard. L’avantage est qu’ici l’audience peut être ciblée et prédéfinie.

 

Quelle utilisation pour les marques?

 

Tout d’abord, 75% des utilisateurs Periscope auraient entre 16 et 34 ans selon le GlobalWebIndex. Autour du monde, les marques et personnalités se mettent peu à peu à utiliser ces outils de vidéo en direct pour toucher un public plus jeune et augmenter l’interactivité. Ces nouveaux contenus vidéo renforcent l’authenticité de la marque et sa visibilité, mais la diffusion doit rester captivante et intéressante pour l’audience, car l’utilisateur peut quitter très rapidement! Plusieurs utilisations s’offrent aux marques et personnalités.

 

  • Donner vie à son événement

 

En Guinée, plusieurs entités ont donné une valeur ajoutée à leur marque en utilisant les vidéos en direct. Rarili a par exemple utilisé les vidéos en direct lors du concert de Tekno au Palais du peuple afin que leurs abonnés puissent vivre l’événement de A à Z.

 

 

  • Montrer les coulisses ou les locaux

 

Ces outils de diffusion sont également particulièrement pertinents pour montrer l’envers du décor, les coulisses d’un concert ou encore des improvisations de musiciens ou comédiens. Cela crée de la spontanéité avec le public et les spectateurs en général.

 

Nous avons d’ailleurs conseillé à l’un de nos clients miniers d’utilisé ce moyen pour montrer son entreprise et ses locaux, au moyen d’un drone équipé d’un téléphone intelligent. L’entreprise a pu montrer ses installations, ses locaux, ses employés.

 

  • Mettre en avant son savoir-faire

 

Pour montrer aux utilisateurs son professionnalisme et ses compétences, une entreprise peut également organiser des sessions de questions-réponses, des tutoriels, ou encore des interviews comme le fait le site d’actualité Rarili News (et bien d’autre à travers le monde). Des spécialistes testent lors de vidéos en direct des produits, tout en répondant aux questions des spectateurs. Cela donne une leçon interactive, où la spontanéité est de mise: surprise et incompréhension du produit sont montrés en direct!

  • Annoncer un produit ou des changements majeurs de marque

 

La marque Adidas a également utilisé Periscope pour annoncer sa collaboration avec le joueur Messi grâce à une vidéo de quelques minutes seulement. Le résultat est court et attractif, tout en mettant en valeur la marque et l’égérie!

 

Michel et Augustin, marque de biscuits Française ayant récemment conquis les Starbucks aux États-Unis, a choisi d’utiliser Facebook Live pour cultiver sa stratégie de proximité. Elle a ainsi annoncé grâce à un teasing, puis partagé une vidéo en direct sur Facebook pour informer directement ses abonnés des changements de ressources humaines et des challenges à venir.
Applications Periscope Meerkat Wink

 

La vidéo a totalisé 39 000 vues, 542 réactions, 39 partages et 252 commentaires. Les internautes ont pu commenter, féliciter, poser des questions directement. La marque a ensuite répondu à chaque internaute. Cette stratégie s’inscrit dans la proximité et l’interaction avec ses consommateurs pour fidéliser et créer la préférence envers la marque.

 

Periscope et Facebook Live permettent aux marques et journalistes de partager des contenus utiles: interviews, actualité en direct d’un point de vue d’un passant ou d’un festivalier par exemple. La bataille qui a fait rage a généré beaucoup de conversations autour de ces applications, et l’utilisation faite par les professionnels de l’information, de la politique et les marques fait qu’elles prennent de l’ampleur dans le quotidien des internautes du monde entier. C’est toute l’information en direct qui est acheminée différemment et par des acteurs nouveaux!

 

Cette tendance sera à surveiller de près dans les mois à venir pour déceler si elle s’ancre dans les habitudes de consommation de l’information et du partage, ou si les utilisateurs abandonneront ces nouveaux modes de diffusion.

 

Quant à vous, utilisez-vous déjà ces applications de vidéo en direct pour votre marque? Répondez-nous en commentaires!

Comments

comments

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