Live Video Content is The Way Forward for Brands
While live video content was experimented by digital marketers in 2016, it gained popularity in 2017. Facebook Live and Periscope being the most common platforms for live streaming, offers the easiest and most user-friendly way of capturing live videos. Instagram and Twitter launched the live streaming feature towards the end of 2016, tapping into the growing interest of the mass audience.
As video production and sharing proliferates, online video will consume a larger and larger share of internet traffic. So large, in fact, that one forecast says that 74% of all Internet traffic in 2017 will be video.
What interests your target audience in live videos is that they are able to witness all the events through this feature which they otherwise might not be able to attend physically. It is very important for the brand to analyze which platform their target audience is most engaged with. Basis this, they should strategize their live content on social media.
It helps in bridging the physical distances where your clients sitting in one part of the world can attend your special events happening anywhere across the globe. Brands majorly use this feature for servicing their customers by conducting live product demonstration or Q&A sessions, driving customer engagement by encouraging them to comment, raise questions etc. Because of its sure, fire way of gaining consumer engagement it is generally considered as the future of social media.
52% of marketing professionals worldwide name video as the type of content with the best ROI.
Live streaming help brands in earning customer trust since the live content is not filtered and is more authentic. Average daily consumption of video content by an adult is estimated to be atleast 40 minutes. Leading to more opportunities for marketers to communicate better with their customers. Today, more than 50% of all video views occur on mobile devices, and smartphones are driving digital video views up 33% year over year.
Your product video in your landing page can increase conversion by 80%. While 500 million people are watching videos on Facebook every day; marketers who use videos, grow revenue 49% faster than non-video users. So how to get on to this bamd wagon? Read on.
How to develop the right, live video content strategy for your brand:
What’s Your Objective?
It could range from expansion of your audience to generating leads or improving your sales. Decide the right recipe for your content. This will also hep you in measuring your ROI.
The Broadcast Format
Do you wish to live video stream a tutorial, a product demonstration or a Q&A session. This would entirely depend on your purpose or the objective.
The Right Platform
It could either be Facebook live or Periscope with each having its own strengths and weaknesses. While Brands have more following on their Facebook page and can be done with a click of a button, periscope, on the other hand, needs to be downloaded as an app.
Call To Action
Your CTA should lead to the achievement of your objective. If the purpose of live video broadcasting is increasing your audience then the CTA should be about sharing the video. If it is to promote a new product then a link to buy the product needs to be added in the video. Pre and post event forms help you generate database and leads.
Promote the live streaming event beforehand, to allure more people to sign up for it and interact with you in real-time broadcasting. You can run a teaser campaign, send emails, offer to sign up forms and much more.
Inform Your Audience
Make sure that the audience is well informed about the duration of the event. During the broadcasting make sure you are ready to deal with all potential problems which could be technical in nature but would need immediate rectification.
Drive that Content
Ensure that your content drives engagement and your audience remains hooked. It is very important to keep your content viewable even after the completion.
After all this, all you need is to assess your performance on factors like:
- Audience dropouts
- Number of likes, comments, and shares
- Total views
- Unique views
- Average time spent viewing
Measuring the results is of utmost importance to any brand for campaign evaluation and to make important changes in your upcoming content strategy. But “live video content” is the “new-it” for content marketers.