We all know and are tired of hearing how important social networks have been as a catalyst for global communications. Thanks to platforms such as Twitter or Facebook, information has become an immediate and accessible tool for the majority of the population. When we already thought we were living the maximum exponent of immediacy, the new updates of social networks arrive: live broadcasts and Stories .
The first to jump on the streaming bandwagon was Periscope for Twitter
(We all remember the mother who took her daughter’s cell phone away “No Periscope or anything”), but aside from the
funny anecdote, it is important to emphasize that it was the gateway to immediacy and to crossing the border from the static to the dynamic, from uploading content to experiencing it.
After Periscope came Facebook Live
Instagram Live and Stories, which, despite not being live, have that connotation of volatility, of constant information
and ephemeral use . It is necessary to mention Snapchat, the line database creator of disposable content, of constant and ephemeral content that was eaten up, in Spain, by Instagram.
But let’s leave aside the informative character and focus on entertainment. These new tools are the height of morbidity, we can see our friends brushing their teeth, the most addicted to makeup just getting up with a clean face or eating macaroni. We have entered the lives of those we follow and we let our followers enter our lives .
But how does this affect influencers?
Personalities have social network always protected their private lives so they can sell them exclusively and create hype to
increase sales or expectations for any project they have to sell. That imagine having a personal model has changed: new
celebrities, influencers, exploit networks to engage their audience and keep them up to date with everything they launch,
creating a community that identifies with and is attracted to numbers that, according to Facebook’s product manager, are
10 times better in engagement thanks to live broadcasts.
Brands, attentive to all the advances, have realized the great possibilities of these new methods of advertising: the most
organic and fresh prescription actions ever done. There is no need to make a dedicated video or a photo on your social
network, the product to be advertised is shown as social network business to consumer reviews part of the Influencer’s
life, making the advertising action something less invasive. One of the most representative examples of the use of live
broadcasts by brands is that of BMW to show one of its latest models on a race track followed by more than 16 million
viewers or the actions that Sephora does by letting influencers take control of the brand’s stories.