Live performances have been around for centuries as an essential tool for people to connect with each other and share raw emotions. In a live performance, the subject is physically present and performing for the audience, evoking a pure sense of humanity that can’t fully be captured by technology.
It’s gotten pretty close, though. Livestreaming has bridged the gap between the cultural tradition of live performance and the modern preference of consuming content through video. It’s allowed audiences to connect with their favorite creators in real-time, no matter where they are in the world.
In designing an exhaustive video marketing plan, understand that livestreaming can engage prospects in immediate and authentic ways that other social media formats cannot. But despite 28% of marketers saying they’re investing more in this content style, many brands still view live video as new and relatively unknown territory. We hope to relieve any hesitancy you might have by providing key insights into how real-time data can be crucial for building buyer personas. We’ll also detail a few low-risk ways you can supplement your existing content strategy with this approach.
Why Your Business Should Consider Livestreaming
It can preserve brand reputation
There’s nothing more frustrating than realizing you need to edit a video after it’s already been uploaded to one of your platforms. That’s why livestreaming content is so great; you can quickly edit and remove offensive content before wider audiences have a chance to see it. This way, you keep your channel clean and tidy without having to worry about making mistakes that could cost you viewers and customers.
Gauging audiences’ reactions in real-time can do wonders for optimizing the arms of your video marketing strategy that leverage pre-recorded videos, too, since you’ll now have data on what drives the actions you want versus those you wish to prevent.
Livestreams can be produced with minimal equipment and manpower, and they don’t require the same level of post-production work as pre-recorded video. In addition, livestreaming platforms are typically less expensive to use than traditional broadcasters. This is because platforms like Twitch don’t need to invest in costly infrastructure, allowing streamers to reach a global audience with little marketing spend. By eliminating the need for expensive video production costs, businesses can reinvest those dollars into paid advertising strategies that will reach even more consumers.
It attracts younger generations
As anyone in the business world knows, attracting younger generations is essential for long-term success. Not only do they have high disposable incomes, but they are also more likely to form lifelong loyalty to brands they connect with. This is where livestreaming comes in.
By its very nature, livestreaming is a highly engaging medium that can quickly build a rapport with viewers. It allows them to feel like they’re part of the action, increasing the chance that they become loyal customers. And because livestreaming is accessible on any device, it is an ideal way to reach younger generations like Millennials and Gen Z who are frequently on the go.
It boosts SEO
When a brand livestreams, it provides fresh, new content for people to watch and engage with. This helps to attract new viewers and followers, which can in turn lead to more website traffic and higher search engine rankings. As more people watch and share your live video content, your brand’s name and logo will become more recognizable, which can also contribute to higher SEO rankings.
It encourages experimentation
Livestreaming allows video content marketers to experiment with more established forms in new ways. For example, In 2016, Target partnered with Gwen Stefani to create the world’s first live music video. Take a look below to examine the intersections of streaming and recorded video.
The results? Over one billion impressions across multiple platforms and a piece of content that Target can continue to use throughout an array of marketing channels. Remember, livestreaming doesn’t preclude content creation; it adds flair and a sense of exclusivity that draws in more potential customers.
Ways to Integrate Live Video Into Your Marketing Strategy
Live shopping is a type of e-commerce where customers can watch a livestream of a product being sold and purchase it in real-time. It’s different from traditional shopping in that it’s a more interactive and engaging experience. Customers can ask questions and get immediate answers, which builds trust and loyalty.
E-commerce marketers can benefit from live shopping by using it to build customer relationships that lead toward consistent revenue growth over time. Live shopping can also be used to create a sense of urgency and encourage customers to buy now. When done correctly, this can be a great video marketing tool to help e-commerce businesses grow and thrive.
We’ve already discussed how livestreaming provides an opportunity for direct customer interaction, but it also allows businesses to quickly resolve customer issues. By providing quick and easy support, brands can create a competitive advantage for themselves. Customers appreciate being able to get the help they need right away, without having to wait on hold or search through a lengthy FAQ page. Livestreaming is an efficient and effective way to meet the needs of customers in this increasingly fast-paced environment.
Thought Leadership Events
Hosting webinars or panel discussions is a great way to provide educational content and build thought leadership around a particular topic. Live video events can also be used as an opportunity to engage with customers and get feedback on products or services. Finally, businesses can use livestreams to broadcast customer testimonials or case studies—a great way to delight existing brand advocates and show your brand’s worth to potential buyers.
Consider the Impact
Livestreaming already has a proven positive impact on video content marketing, and signs seem to indicate that this trend will only increase. According to Facebook Live metrics, users tend to watch live videos three times longer than non-live videos, and comment ten times as much. 67% of people who watch a live-streamed event are more likely to buy tickets to that event in the future, which means that livestreaming can even help directly convert leads at every stage of the marketing funnel.
By livestreaming content, you have a rare chance to create personal connections with your current audience and actively convert new audiences at the same time. It’s a golden opportunity that should have the attention of every marketer looking for new avenues to drive engagement and growth.
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