Each year traditional advertising methods are losing their positions, and digital methods are taking advantage over them. Traditional marketing is expensive, takes more time to execute, doesn’t give marketers effective targeting tools, and essentially isn’t as measurable as the digital one.
One of the most effective digital marketing methods is Influencer marketing. A survey shows, that 33% of its participants consider influencers to be the most reliable source for shopping recommendations. This is a sustainable tendency, which means it’s going to grow in the future. The main reason for it is that, in terms of making purchases, customers believe their beloved influencer more than anybody else.
The difference between traditional influencer marketing and live-streamer marketing is only that regular influencers use pre-recorded videos, images, and blog posts. However, this is only on the concept level.
But what about the output?
In fact, there is a number of big differences between these two mostly similar approaches:
- Today, the younger audience is not so susceptible to pre-maid ads not mentioning conventional advertising methods. And this is where live-content creators enter the game: according to behindsport, 60% of all Twitch viewers are between the 13 and 24 age demographic.
- Live videos not only entertain and share information but also build relationships. Live content creators always share their values with the audience.
- The point above also builds another difference — trust. The live conversation has a lot higher chance to raise credibility than pre-made videos/posts.
These are the three factors that create the difference between the outputs of Live-streamer marketing and regular influencer marketing.
The Brands And Streamers
Let’s start with a little bit of analytics. According to SocialMediaToday, 89% of marketers say they believe influencer marketing to be effective. And live content creators are a great choice to work with. And this is why:
The process of hiring a Twitch influencer is simple: companies/agencies find a creator who shares related values and has an audience suitable for their brand. Then they sign a contract. That’s all.
But here’s where the complex part starts. The processual part of advertising agreements can vary from one to another. Live streaming gives content creators a huge pull of methods to work with brands and audiences.
Shout-outs, announcements, integrated ads, event-hosting, live Q&A-s, giveaways, and much more. All these methods revolve around the one main idea — live ads give people an opportunity to catch a glimpse of behind-the-scenes stuff (or at least a feeling of it), and thus increase not only brand awareness but the loyalty of customers.
Another great thing about live streaming marketing is that content creators can become a very useful source of gaining your brand’s own audience (co-host your live streams, do a shoutout for your channel, etc.).
Yup, that’s right, live streaming can be a part of your company’s marketing strategy even without influencers. Just do it yourself! If pre-made content includes a whole production process that costs time/money, live content starts when you push the launch button and ends when you close your streaming app (or OBS). Just start making give-away streams, Q&A-s, make unboxing broadcasts, live customer support, discount or promo codes sharing, and so on… there are really a lot of options available.
Besides, Nowadays, while purchasing (or subscribing to) a product or service, customers want to feel free and comfortable, and to turn them into repeat customers companies must personalize the engagement process. Live streaming buffs it the most!
Now let’s see what other benefits brands can get from live marketing:
- It increases the organic reach (especially if you use Facebook or Instagram for making live content).
- It increases lead generation.
- It humanizes your brand, which in turn increases credibility and trust.
- It helps marketers to have fun.
- It has tools for holding charity events without spending much on them. Charity increases the sustainability of brands, but there are lots of scammers nowadays, and instead of just reading a post and clicking the donation link, people are much more willing to donate to the one they see and interact with.
- It’s a tool for receiving fast, direct and live feedback from customers, which helps brands respond quickly to changes.
HINT: if you’re planning to hold a charity event, destream will give you all the tools to receive donations with maximum speed and minimum fees. Welcome!
Have a nice day and don’t forget that live streaming can help your brand find customers you didn’t even think can be your customers.
