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Live Streaming Video: The Rising Social Media Marketing Trend of 2016

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Live streaming is the delivering of live content over the internet. The last two years saw a steady growth of this feature into a raging trend today. Late 2014 released the Total Audience Report revealing that viewing of videos over the internet is increasing at the rate of 60% per month. Recently, Facebook made its live-streaming video option available to all users around the world (in contrast to the earlier celebrity-only option). With this announcement came a series of tools to accompany this feature: Mevo is the first camera which syncs exclusively for Facebook Live. That live streaming video is becoming a trend is evident through the competitive rise of live stream: Twitter’s Periscope, Facebook Live and now, Google’s (upcoming) YouTube Connect. Live-streaming app Periscope signed up over 10 million people within the first few months.

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The shocking popularity of live streaming

Live streaming has become a buzzword over the last 5 years. Started off in mid-2011, Justin.tv managed to become one of the most famous repositories for video game live streams – their viewership per month ran to 45 million in 2014. January 2016 found over 19,000 people glued onto a live stream of a puddle in Newcastle. April 2016 had over 800,000 people hooked onto Facebook Live watching an exploding watermelon!

Why is live streaming such a hit with today’s viewers? It gives the viewers experience of being present in the event itself. It allows the audience from across the world to connect to the content in a richer way. As the content can be played almost immediately, viewers do not have to go through the delay of buffering and downloads. This stands in deep contrast to the earlier practice where brands put up blog posts or updates post-events or happenings. Such posts lack the concrete connection one can feel through a real-time stream.

Using Live Video Streaming for Company Growth

How to increase customer base with live streaming video

While corporate firms can use live streaming facilities to improve productivity within the firm and reduce expenditure; the real essence of this phenomenon is clear when it comes to increasing customer base and retention rate.

Corporate organisations can get their target audience to deeply involve with the company by sharing their events live on stream. Regardless of how small-scale the event is, by streaming it live, you tell your audience how deeply they are part of your company and the level of commitment your company has towards their involvement. By streaming live events, you reach a larger number of people than only the physically present ones.

Compare watching a spontaneous meet-up with a customer and a recorded version of comments: the former will definitely have a humanistic touch that is lacking in the carefully-manufactured video. Stream real-time conversations with members of company and customers to add a personal touch to your brand marketing.

Rooting with Live Streaming Video: Introducing Your Company

Make a live profile of your product/service. Begin the video by talking about what need (social/emotional- primarily, psychological) you are catering to and follow it up with how your product is the answer to this need. Since such a video will have to be short, make sure you condense the content with precision.

Behind-the-scenes shot is a well-proven social media marketing tool. Live shoot the backstage scenes to increase your company’s credibility before the customers.

Train and troubleshoot through live-streaming. You can train your employees over the streams. Live-stream chat could also become a common support system where the customers will be shown how to use a product or make modifications to it through videos instantly.

Companies can thus increase their revenue and productivity as well as reach out to higher audience using live streaming video. Those who desire to watch live streams online are also met with a warm space with instant playback and inter-audience interaction through forums. Thus, both companies and users benefit greatly from the use of live streaming video.

Even though the first steps towards live streaming were taken in 1990s (with garage band Seven Tire Damage being the first to broadcast live), it has only developed rapidly over the last ten years. As social media platforms continue to become stronger spaces for marketing, we can expect live streaming videos to gain greater performance (in quality of broadcast) and user-friendly accessories (online forum along with online shows, resource database to check online stream channels across the world). Live streaming videos could be stepping stones to creating full-fledged online lives of brands where people from across the world would pitch in live streams of your product as comments. Live streaming video has paradigmatically shifted the way in which we perceive video content: it has shown the possibility of instantly replicating reality through machines. One prediction will definitely be actualized: that live streaming video is here to stay!

Posted by Kirien on May 25th, 2016

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