Why Use Live Streaming?

The world is buzzing with new social media platforms. At center stage, the band of video-centric platforms are stealing the show. The ability to create authentic and unique content quickly and easily enables a whole new world for brands to message to those they want to engage with. On the flip side, video – especially live streaming, on platforms like Periscope, Meerkat and Facebook Live – allows consumers to interact with brands in an authentic, stripped-down, real-world way. Live streaming may not be for everyone, but it’s certainly not going away. Here are five reasons you should consider adding live streaming to your digital marketing approach.

No Barrier to Entry

One thing that makes adoption of new and emerging social platforms enticing is follower acquisition. Platforms, such as Snapchat, lack robust brand discovery options, making it difficult to grow followership and get traction natively. Fortunately, the fine folks at Twitter solved that problem with their acquisition of Periscope last year. The two platforms are tied together and allow users to seamlessly launch live streaming activity within their established Twitter networks. Simply fire up the Periscope app, start filming and post right to your followers.

New Perspective

Arguably the most attractive feature of live streaming is the ability to show your social following what’s going on in your world in real time. Historically, platforms like Facebook, Instagram and even Twitter created a space where heavy curation lead to almost imaginary and controlled views of reality. This phenomenon has created a demand for shared real time experiences, with a focus on sharing real time moments without the filters. Live streaming enables brands to share real time moments with consumers and give them perspective they have never gotten before. Letting consumers into your world can generate intrigue, trust and respect.

Live Streaming Doesn’t Only Mean Now

Live streaming can be a misleading term. Yes, users can watch your broadcasts live, but you can also create on-demand versions and make them available for them to watch after you are done. This feature is great for enhancing the reach of your content, because you’ll increase its sharability. The best live streaming promotions begin days in advance, giving users enough lead time, allowing them to get it on their radar and plan accordingly. Then, users can also be presented with on-demand promotion to garner additional views.

Human Touch

As previously alluded to, social media in general has created a channel in which brands can reach consumers in a entirely new way. Brands can meet consumers with content right alongside users’ friends, families and colleagues right in their news feeds. As time has progressed, best practices and innovative approaches have evolved, making way for the curated social presence. Users have become accustomed to seeing brands in their social feeds, some of which is welcomed and some not. Live streaming video is doing what Facebook and Twitter did for brands in their infancy: creating a platform to reach consumers in an entirely new way. 

An Unsaturated Channel

Live streaming is a new frontier. It’s an uncharted territory for many marketers, so you’re not going to find endless blog posts or case studies on how to use Periscope, Meerkat or Facebook Live for your own digital marketing efforts.

If you were the type that said “Twitter would never catch on” or thought you might be “too corporate for a Facebook page,” live streaming is probably not for you. With that being said, those who are using live streaming are functioning in an unsaturated space, a place where people are open to brands using the various platforms and aren’t resistant or hesitant to follow for fear of being hit with ads.

Live streaming is changing the way brands connect with consumers, much like Facebook and Twitter did. Those who are using it are seeing that consumers welcome the no-strings-attached method of messaging and engaging with brands in a completely new way – one that is authentic, human and experiential.

If you’re interested in adding live streaming to your digital marketing plan or have questions (or concerns), please let us know. We would love to talk it out!

Updated: Apr 13, 2022