In the social media era, where Instagram, Facebook, YouTube, etc., are spreading their wings wider every passing day, the concept of Live Video and Live Video Marketing has become an impactful and cost-effective method to promote a brand or a business. There are various advertising agencies in India that provide live video services. A Live Video offers an immersive experience to the audience in place of otherwise boring and long written content.
Did you know, around 360 million people watched Facebook Live daily and 200 million watched Instagram Live every day in the year 2017?
Your consumer’s feed is constantly flooded with abundant photos, videos and other types of content. In such a situation, Live videos are a great way to interact with the audience and leave an impact. In this guide, we will talk about the benefits of Live Video, how to use Live Video, and then discuss Live Video marketing strategies.
Do you know, research by CISCO claimed that Live Video content will be taking up to 82% of the internet traffic by the end of 2020?
Why Live Video?
There is something super special about Live Videos. They give a feeling of urgency to the audience because they are happening “right now”. Adding to this urgency are the notifications that the apps on our phones send us about someone going Live.
Consumers are becoming accustomed to watching Live content, especially through their mobile phones. The number of people shifting to watching Live content is rising tremendously and there is no doubt this graph will keep rising.
It has now become like an expectation of consumers from every brand. Which is why around 28% of marketers are planning to invest in Live Video marketing.
Live streaming is effective in sharing both B2B and B2C content. The concept of Live Video garnered when Facebook introduced Live Video streaming in 2016, coupled with the increasing usage of mobile phones and the availability of the internet. Following which many other social channels came up with Live streaming and it turned out to be a huge win-win!
Do you know, more than 80% of people will happily choose to watch a Live Video over reading a blog?
Benefits of Live Video
Businesses are taking note of how Live Video went from a simple marketing tactic to a form of media consumption. We are living in the age of the internet, where we have never-ending access to content. Having said that, it becomes very crucial for brands and businesses to deliver superb quality content in the most interactive way possible, to cut through the competition.
Following are some of the benefits of Live Video Streaming.
More engaging
Live Videos give the consumer a feeling of direct connection with whoever they are streaming because it is happening in real-time. This strengthens the perceived bond between the buyer and the producer. These types of videos also harbour trust by projecting authenticity.
Brands that regularly stream Live content have customers who feel more informed and aware. Thus, increasing brand recognition and loyalty.
Do you know, Facebook attracted 3 times more views and 10 times more comments due to Live Video streaming?
Helps to bring a community together
Users on your Live stream can connect with each other and meet similar minds. This gives them a feeling of connecting with a community, which enhances their overall experience. Consequently, giving you more promotion and liking.
Plus, social media channels are huge spaces where you can reach a wide variety of audience.
Forges transparency
While on Live stream, whatever happens on the screen is unrehearsed and unplanned. This gives a feeling of authenticity and transparency. The humanizing effect that this gives makes Live Video Marketing a very effective strategy. It helps by taking your brand upscale and connecting you with your customers.
Showing behind the scenes of what is going on in your workspace, product announcements, etc., takes away any doubt that the customer might have of your brand about not being upfront. Always keep your Live Video simple. Do not make it look like a scripted broadcast.
Since there is no preparation required, the concept of Live streaming is very cost-effective. It can be done on a shoestring budget. You just need a good internet and a good camera on your phone and you are good to go.
How to make Live video
There are many platforms but Facebook, Instagram, and YouTube top the list in terms of viewership. These platforms have their pros and cons too. So choose what suits best for your brand and Live Video marketing strategy.
For example, if you are planning to go for YouTube Live, it will only be ideal for an audience that is streaming your video with their private networks. Because YouTube is one of the most blocked sites and hence cannot be accessed on company and college WiFis.
Getting started
Knowing Live streaming is an added advantage but it is not enough. After you’ve realized the potential of Live Video marketing and how to use Live Video, it's time to move ahead and set a target audience and choose the content you’re going to stream.
Choose the right platform
There are plenty of platforms available that offer the Live Video streaming option. Each of these platforms has something unique in the way they function. Some of the channels that offer this feature are:
- Facebook - Here Live Videos appear on the feed.
- Instagram - Here Live Videos appear with Stories, they can also be saved to be viewed later by people who missed them.
- YouTube - Here you can watch Live Videos on Live channels that appear after you search for something specific.
Keep in mind that there are plenty of options and features available on these platforms. So explore them and spend a good time on each of them before choosing the best ones for you.
Choosing the right format
After you are done with the above points, including choosing the most suitable platform for your brand, another thing you will need to consider is using the right format. There are multiple formats available for Live Video marketing, such as:
- Q&A sessions with your colleagues, focusing on the things you want people to know about.
- Some video tutorials which your audience might be interested in.
- Product announcements.
- Behind the scenes.
- Demonstrating a new or existing product, etc. You need to choose what your audience will like the most and of course, you will have to do a lot of research before you stream. But as mentioned above, try to keep it natural and transparent.
Don’t forget the promo
After you have decided on the format and everything, go ahead and promote your Live Stream. Remember, social media is a huge platform and you need to invest your time and skills.
- Create anticipation in your viewers by releasing small teasers of what the Live Video is going to be about
- Provide alerts and reminders
- You can use other marketing techniques like offering discounts or coupons or giveaways
- Use a hashtag
- Post content related to the Live Video on your blogs or feed or both
- Make use of all your social media followers on different platforms
Well-Planned logistics
On the day of streaming, do not do last minute logistic work. Test your equipment beforehand, be it your microphone, your camera, the lights, your internet connection and any other essentials. And always keep a backup ready. Last-minute logistic work usually gets tough to manage and is not good for your brand image.
Keep promoting
Even after your Live Video is over, do not stop the promotion. Save the Live broadcast on your social media or your blog feed and let it bask all the attention from passive viewers. This will make them join the Live Video next time if they missed the current one. You can even write or create small clippings of the recaps from the Live stream.
Measure and Utilise the data
After the broadcast, the results are what will reflect the success of your streaming. Calculate the engagement of the Live Video.
This includes; the total number of views, the demographics of the viewers, total number of comments and what they are saying, completion rate, average viewing time, etc.
This data might not be sufficient for ROI, but will surely give you an outline of how your brand is doing in terms of engagement. You can track the audience or check on the traffic data to get more information. This will help you enhance your next Live Video content and experience.
If sales are your primary purpose, then they can be calculated by your market demand post the Live Video.
Are you ready to go Live?
Live streaming is not just an exciting option, it is also a very effective choice. Once you know the right platform, your audience, and you maintain strong content, then going Live is never going to be a hassle. It will actually be filled with fun and entertainment.
The global Live Video streaming market is suspected to rise from $3.25 Billion in 2017 to $7.5 Billion by 2022. Thus, Live Video marketing is becoming a top priority for many marketers around the globe.
The biggest disadvantage of going Live is that you are Live! Consider a co-worker shouting or swearing in the background while you are trying to build a brand image. Not cool right? These things surely have to be kept in mind when you choose something that shows you unfiltered and unedited. If you think you cannot do it all by yourself, look for a good Video Production company in India and consider getting some professional help.
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