The Ultimate Guide to Live Streaming for Marketing
With the rapidly improving quality of smartphone cameras and data networks, live streaming is taking over as an exciting and accessible new way for brands to connect with their audiences. Whether it’s uncut footage on the go or produced in a studio, live streaming offers a unique interactive experience to add to your content marketing mix. Here’s a quick script on why you should consider live video, which platforms to try and what formats to explore.
Benefits of Live Streaming
1. Makes You Stand Out
Put yourself ahead of your competition by utilizing today’s technology.
2. Unlimited Broadcasting Range
Allow anyone to watch from anywhere by airing online. There are no regional restrictions like radio and TV have.
3. Generates Bigger Audience
Attendance can surpass capacity limits of the physical location.
4. Raises Brand Awareness
Live streaming creates a conversation about your company on the web.
5. Opportunities For New Revenue
Charged live streaming will bring up revenue. Free live streaming allows for interaction with clients or potential new business.
Live Streaming Statistics
In 2016, YouTube live video views grew by 80%. In the same year livestream increased by 130%. According to eMarketer, in 2018 market will hit $13.4 billion. Advertising attached to online videos has the highest average CTR of any form of online advertising 1.84%. Pleasing video increases purchase intent by 97% and brand association by 139%. Marketers who use revenue grow revenue 49% faster than non-video users.
52% believe video marketing is effective for brand awareness, lead generation and online engagement. 73% of B2B marketing professionals say video has positively impacted marketing results. 74% claim video content produces better conversions than any other form of content. 96% of B2B companies are planning to use video in their content marketing campaigns.
80% would rather watch live video from a brand than read a blog. 82% prefer live video from a brand to social posts. 67% of audiences who watched a livestream purchased a ticket to a similar event. 56% of most-watched live content is breaking news, with conferences and concerts tied in second place with 43%.
Billions of videos are viewed daily, especially by demographics. 8+ billion videos are viewed daily on both Facebook and Snapchat.
16–24 year olds:
They spend 3 hours on average each day online via their mobile phones. 7 in 10 use mobile as their primary tool for social networking activities.
While adults 35+ prefer using laptops or desktop PCs, the majority of 16–34-year-olds consider mobile phones to be their most important device to access the internet.
The State of Live Video Streaming
Built into Facebook’s platform and launched in 2015. Facebook currently has 2 billion active users. Users spend 3x longer watching a video on Facebook when it is live.
Repurpose your video, and publish it on your timeline after the broadcast is over. Respond in real time to what you are posting in the comments section.
Pages Increasingly Adopt Facebook Live
Companies Increase Their Facebook Live Usage
Owned by Twitter and founded in Match 2015. Periscope has 10 million active users and 65% of users are male.
Access analytics that reveal the number of viewers and how they watched. Attract your existing Twitter followers to your-live-stream event.
Founded in September 2011. Snapchat has 158 million active users and its filters receive 800 million views per day.
Attract subscribers by partnering with Snapchat to host fresh video content daily through their Discover feature. Target users by location with Snapchat’s geofilters.
YouTube launched live mobile streaming in 2017. It has 1.5 billion users.
Before you go live, YouTube will first confirm that your channel is verified and that you have no live stream restrictions in the last 90 days. Once that’s all set, you have two options for streaming: ‘’Stream now’’ and ‘’Live Events.’’
Interest in Live-Streaming Events
Who’s Watching & Create Live Streaming Video in the U.S.
Choose What Works
There are a variety of formats your live stream could take. Pick the one that works best for the occasion.
Q&A & Live Interviews
Answers questions, and speak directly with your audience.
Create a virtual focus group where you ask your audience questions, and let them respond in the comments.
Product Launches or New Releases
Get your audience excited with an exclusive look at your latest work in real time.
Behind The Scenes
Give your audiences all-access passes with virtual tours of your office and at special events or broadcasts.
Report live as breaking news or stories develop to keep your audience in the loop.
Here are some pro-tips to keep in mind before you press play:
1. Plan out your messaging points.
2. Position the camera with the platform in mind and consider using a tripod.
3. Test your broadcast for lighting and sound.
4. Promote your scheduled live-streaming event in advance.
5. Build in time to respond to questions and comments after the event.
6. Pick a little that will entice people to turn in and will increase searchability.
Go live to enhance the way your brand engages with your audience, and expand your reach across all social media platforms.
Sources: Statista, Global Web Index, SocialBakers.