7 ways brands can use live streaming

Live streaming is already becoming an essential marketing tool. Why? Because 63% of people aged 18-34 are watching live-streaming content regularly. According to Marketing Week, livestream marketing is the key to building authenticity with younger generations.

We now spend 3x more time watching live videos than non-live. Back in 2016, the video streaming market was worth more than $30 billion, but by 2021 it’s expected to more than double in growth to $70 billion. It’s growing with no signs of slowing down. According to research, 80% of users would prefer to watch live video content from a brand than reading a blog. And 82% would rather consume brand content via live video than social posts.

So it’s no surprise that brands are more willing to invest in live video more than ever before. Live streaming is a great way for brands to drive revenue and increase awareness. Here’s how:

  1. Give behind-the-scenes access

A LiveStream study found that 87% of respondents said behind-the-scenes access is a huge draw for video content and they would prefer to watch online vs. traditional TV if it meant more BTS content. Live streaming helps brands become more genuine and authentic by being more transparent. This in turn builds trusts and makes consumers feel more connected. Never-seen-before content like videos of products being made or events being set up are a big hit. And clips of day-to-day life and office tours give viewers an insight into the people and culture behind the brand.

  1. Broadcast events worldwide

67% of people are more likely to buy a ticket to a concert or event after watching a live video of that event. Live streaming events, conferences or speeches and debates can significantly widen a brands reach. For example, Tough Mudder began livestreaming fitness events in 2014. By 2016, events were viewed 14.5 million times across Livestream and Facebook and engaged more than 2.5 million participants. In the US, estate agents are regularly using live streaming to host virtual open house events and increase numbers. Online audiences get a live guided tour and can ask questions and get answers in real time. Live streaming is even enhancing the way we learn. Lectures are being live streamed on a regular basis from universities like Harvard and Stanford giving more students access to knowledge anytime and anywhere.

  1. Make announcements

Create your own news channel. Live video content generates more comments, shares, engagements and viewing time than standard video. So what better way to make a new product or service announcement, or keep your customers up to date with your news and promotions. A live announcement creates urgency and excitement. A good example is Land Rover who used a streaming video to launch the Land Rover Discovery Landmark and then again more recently to launch the Range Rover Velar from the Design Museum in London.

  1. Create how-to videos

Another great live stream marketing engagement idea is creating a how-to or tutorial. Doing a product demonstration live makes it far more exciting, especially when viewers can get involved by asking questions or making comments in real time. Viewers are learning relevant tips that they can apply to their life right now. They will see this as valuable content and will come back to you for more.

  1. Produce ‘get to know me’ interviews

Interviews with employees can be a great way to let your audience get to know the people behind the brand. Viewers want to feel that they know a brand and can relate to them. Live videos can be filmed anywhere, in the office, in the canteen or at a meeting giving viewers a real flavour of what the brand is really like.

  1. Set up live Q&A sessions

Allowing viewers to ask questions in real time will give them a sense of empowerment. This can work on any live video and can add real value especially if the person answering can really show off their knowledge and expertise. It also creates a personal connection with the viewer and can work especially well if the interviewee is an expert, the designer of a new product or CEO for example.

  1. Boost internal communications

Live video is an effective way to help strengthen corporate culture and build solid relationships amongst employees. Announcements, team meetings and employee training can all be done through live video. A study by Brandlive and IBM found that live video “is highly effective in keeping employees connected across regional locations and varied time zones.”