Live Streaming and Its Effect on Digital Marketing
Digital marketing is a dynamic landscape that continuously evolves as technology generates new digital trends.
In recent years, the proliferation of laptops, tablets, and cellphones with high-speed internet and high-definition cameras has led to a surge of people and companies making live streams.
These live stream videos are supported by software that allows individuals to share their experiences during live events.
Live streaming has experienced significant growth, and social media platforms, such as Facebook, Snapchat, and Instagram, have quickly adopted it.
The continued popularity of live streaming has led to more than 200 million viewers watching streamers perform live every night in China. This phenomenon created an estimated five billion-dollar industry in 2017 (See reference below).
With the chance to connect with billions of people on social media, live streaming is an opportunity you don’t want to miss.
From SMEs to famed brands, many are recognizing the positive impact of live video. If you haven’t incorporated live streaming into your digital marketing plan, below are the top five reasons why you need to include it in your strategy:
Live Streaming as Part of Your Digital Marketing Strategy
Marketers are now recognizing the importance of implementing live streaming in their next digital marketing strategies.
Here are the benefits of making live streaming part of your digital marketing plan.
1. Authentic User Connection
The authenticity of live videos allows your brand to make genuine connections with your target audience.
Live videos are unedited, unlike YouTube ads and perfectly curated Instagram posts. Since its broadcast is real-time, live streaming provides a human element to the operation that no other digital marketing platform can achieve.
Social media users are now bombarded with massive amounts of curated content. If you want to stand out from the rest of your competitors, incorporate genuineness into your marketing mix by providing quality live stream videos that your audience will surely appreciate.
Customer loyalty is considered a significant intangible asset for various companies. It’s regarded as a long-term asset and a key business outcome. When you have loyal customers, you can easily create a sustainable competitive advantage.
Research suggests that active customers value product authenticities. So when they are satisfied, they tend to spread their evaluations and purchasing experiences to the public using social media applications.
Today, most customers depend on online reviews and posts when choosing different products.
A live video can help demonstrate a brand’s authenticity. Live videos can also result in better engagement rates and improved customer loyalty.
2. Improved Content
The casual nature of live streaming allows your brand to capture moments that are edited out in curated social media content.
You can host Q&As, live stream events, or go live simultaneously for a more personal session with your audience. Remember that interaction and comments may fuel live videos, so ensure your content is tailored to your target audience.
3. Increased Brand Awareness
An essential factor of live streaming is to give your brand a personality that your audience will remember.
You need to present your brand identity in your content. So make sure to include interesting facts about your business and let your audience know what makes your brand unique.
You may also work with social media influencers when conducting a live stream. These influencers have huge followings on social media. They can promote the collaboration to their loyal followers and introduce your brand to an entirely different audience.
Generally, live videos aren’t overly produced or staged. You can create a live stream on a shoestring budget and still bring positive results.
You only need a reliable internet connection and a smartphone with a high-definition camera, and you’re good.
5. A Sense of Community
Live streams allow audience interaction. When your customers connect through a community, their experience improves. They also become part of your content by commenting instantly on what they are watching.
Tips Before Going Live
Live streaming or going live on social media can be intimidating. However, with some preparation, you can make this video format incredibly appealing to your audience.
Below are useful tips to help you set up and prepare for your time on screen. These practical tips can help make your social media live streaming meaningful, engaging, and successful.
1. Release a Teaser About Your Live Stream
For your live stream to reach most of your target audience, make sure to utilize all your social media channels to promote it.
You may share a video teaser a month in advance to make your followers aware of your upcoming event. You also give them more time to share your video on their feeds by posting a short video.
2. Set Up Proper Equipment
You may use a high-quality smartphone or a professional camera to ensure the best outcome. Check the requirements below when streaming with one camera:
- Camera with HDMI output
- Desktop or laptop (Quad-Core Processor, 4GB of Ram, and video card)
- Capture device
- Access to the internet
- A hardline that connects your camera to the computer
Videos are one of the most effective tools for marketing. If you want to receive instantaneous feedback, start incorporating live streaming into your digital marketing strategy and reap the rewards.
1. You Watch, You Give, and You Engage (ReseachGate)
2. Determinants of Customer Loyalty (ReseachGate)