Marketing is ever evolving. While some traditional marketing tactics are still lucrative, it is also important not be left behind when user behaviour changes and new technologies emerge. Marketers are, therefore, constantly on the lookout for new ways to reach and engage new users and build a brand presence.
Video marketing alone is a growing priority, therefore, it is no surprise that according to Hubspot 48% of marketers plan to add YouTube to their content strategy in the next year. But it doesn't stop there. Live video streaming is becoming more and more in demand. In fact, looking at the bar chart below we can see that 63% of users in the U.S, ages 18-34 watched live-streaming content regularly in 2017.
From looking at the data above live video streaming seems to be in demand and therefore, is a huge opportunity that should not be missed.
What Is Live Video Streaming?
Video live streaming is, in its simplest form, the act of transmitting live video footage over the internet to an active audience. In the past live streaming was limited to a dedicated platform, but the great news is that this is no longer the case. Social media now allows you to reach a vast amount of users through live streaming to Facebook, Twitter and Instagram.
Live video streaming has been dominated by the gaming industry using Twitch but you are in luck … it’s not just for video games anymore.
So Why Should You Care?
Live streaming video builds trust with your users. These videos aren’t supposed to be perfect. They are transparent, raw, unedited and live, showing the users a vulnerable yet trusting side of the brand. “Live streaming adds something in terms of honesty”, said Tom More, founder and CEO of Slidely. With 55% of users watching videos online every day, 92% of mobile video users share videos with others it would seem silly to ignore it. Users are 10 times more likely to comment on a live video stream and 3 times more likely on average to watch a live video compared to a video that is no longer live. Plus live video streaming provides a cost-effective way to video marketing.
How You Can Use Live Video Streaming
- Go behind the scenes! 87% of audiences would prefer to watch online vs. traditional television if it meant more behind the scenes content.
- Host live interviews plus Q & A sessions. This allows users to ask real questions, putting brands on the spot, meaning your answers seem more real instead of pre-scripted.
- Feature how the product is made. Showing how you made your product is a great way to engage your users by sharing its story.
- Product launches. Believe or not, 4 times as many users say they would rather watch a video launch than read about it.
There are many live streaming platforms but these are 4 of the most popular platforms:
Who is live video streaming and getting it right?
Below shows how Hubspot have jumped on the live video streaming bandwagon and are seeing results.
In this example, Hubspot has utilised the Facebook Live feature. They kept their users informed about the specific time they would be going live at through posts and notifications. Next, it was time to live stream and as you can see from the image below they had 15,000 views on that event.
When live video streaming you could use Hubspot’s strategy as best practice. Ensure that you remind your user of the time that you will be streaming well in advance. You might even want to go one step further and post a teaser of what your users should expect in the live video stream.
Live video streaming is no longer just for video games. It is accessible and beneficial for everyone, therefore my advice would be to give it a go. Live video streaming is definitely a marketing tactic that should be incorporated into your content strategy in 2018. Who doesn't want to increase their user engagement, right? The stats speak for themselves as users are 10 times more likely to comment on a live video stream than your regular video upload. Don’t miss the live video stream train! 🚂 You will regret it if you just ignore it.