How Co.create NYC and Nasdaq Build Authentic Brand Trust with Live Video

There’s been a stark shift in how people view, support, and engage with businesses in recent years, especially as Millennials become the largest buying generation ever. An authentic, strong brand resonates more than ever, with 62% of consumers saying their buying decision-making is influenced by a company’s ethical values and trustworthiness. Increasingly, brands are finding live video to be an imperative tool for building brand loyalty and trust with their audience. In the season finale of our live LinkedIn show, Working Lunch, we welcomed Vimeo creators from two varied industries and company sizes to find out why and how they’re using live video to humanize their brands.

Live video democratizes content

Anthony Rudolf, Partner at creative agency Co.create NYC, leverages live video for their annual Welcome Conference for hospitality workers. “We’ve used live video since day one,” says Anthony, explaining that the rationale for live streaming was to make it accessible to everyone, even if they couldn’t afford to make it in person. “Restaurant and hospitality workers are overworked and underpaid, so the likelihood that they would have time or finances to attend was small. We looked at live video as a way to really democratize the talks that were happening,” he says. While Lyanne Alfaro, Multimedia Producer and Host at Nasdaq, works in a notably different environment — an international financial services company with over 4,000 employees — she has a remarkably similar mindset. With live shows like Behind the Bell, Nasdaq Spotlight, and #TradeTalks on Twitter, Lyanne and her team are relentlessly focused on bringing insights from Nasdaq guests and experts to the masses. “Nasdaq is closed, by and large, to the public. Live streaming has really given people access to our organization,” she says. “If you took out live video, there wouldn’t be as much visibility into what it is that we’re working on as a company.” Catch up on the episode below.

How live video builds brand trust

Building brand affinity takes time, and is rooted in delivering on your company’s values and commitments. “The trust component comes from living up to the brand promise,” says Anthony. The Welcome Conference’s promise is three-fold: to share, inspire, and connect. “For us, building trust looks like doing those three things in live video,” he says. How? The conference delivers on its “share” promise by making it free, and “inspire” by bringing gripping content to viewer. As for “connect,” Anthony and his team have discovered a curious outcome based on feedback from their video viewers. “What we found ⁠— not by design ⁠— is that our content gets leveraged through restauranteurs or managers bringing their teams together to watch a session, and then use that as a forum to talk about hospitality.” At Nasdaq, Lyanne focuses on repurposing the content to make it accessible to anyone, at any time. As for staying ahead in the fast-paced work of video marketing for building brand trust, Lyanne’s advice is to embrace the ever-changing nature of live video. “Always be experimenting. Live streaming is a playground, there’s so much that you can try,” she says. “Be as dynamic as these changes are.” That’s a wrap on this season of Working Lunch. Follow Vimeo Enterprise on LinkedIn to be the first to know about new episodes next year. Cheers!