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In the always-changing world of digital marketing, businesses are always looking for new ways to reach their audience. One trend that has become really popular lately is live streaming on social media. The appeal of interacting in real-time, being genuine, and connecting directly with the audience has made live streaming a big deal in marketing. But, like any powerful tool, it has its own risks and challenges.
Jumping into live streaming is like opening a door to a lively way to connect with people right away, making them feel like part of a community. The essence lies in authenticity, revealing the individuals behind the scenes to establish trust.
By planning things out smartly, live videos get special attention on social media, so lots of people see them and get notifications often. It’s a money-saver too because you don’t need fancy editing – just hop on and share cool stuff.
In 2022 was the year of social media videos and explainer videos, with 71% and 70% of video marketers creating such types of videos, respectively. Furthermore, 66% of video marketers created live-action videos, while the rest preferred making screen-recorded videos and animated videos. (Santora)
A great advantage is the immediate feedback, allowing you to address questions from viewers instantly and ensuring prompt customer satisfaction. The cool thing about live streaming is that it can do lots of different types of content, whatever people like.
It’s like a storytelling stage where brands can share their stories and create fun experiences. Statistics show that 53% of companies broadcast or stream live videos at least once per week.
If you are not capitalising on this trend, you are missing out on a great opportunity to engage with customers and boost visibility on social media.
The live part is exciting because it makes people want to tune in, and when there’s exclusive stuff, it makes the audience feel extra special. Social media helps spread live sessions to different platforms, so more people from different places can join in.
The platform cares about what people think, using analytics to figure out what works and make live streaming even better in the future. So, live streaming on social media is a friendly and fun way to share stories, connect with people, and make the online world a bit more exciting!
While live streaming on social media can be seen as a powerful tool for marketing, it also comes with certain risks that businesses should be aware of. First off, live streaming can run into some problems, like shaky internet, glitches with your devices, and broadcasts that suddenly stop. These things can affect how people feel about what they’re watching.
Then, there’s real-time chatting. While it’s cool to talk with viewers instantly, sometimes people might say not-so-nice stuff. It’s important to handle those comments fast and with care.
Also, live content is usually unscripted, meaning it’s spontaneous. But that also means you have to be careful not to accidentally say or do something that could hurt a brand’s good name.
Another thing to think about is privacy. Sometimes, personal stuff might accidentally show up in the live stream. And using stuff without permission, like music or videos, can lead to serious problems like getting your content taken down or even facing legal issues.
Balancing all these challenges – not having full control over what viewers experience, dealing with security risks, and trying to meet everyone’s expectations – can affect how people see a brand. In a world full of competition and tons of content, successful live streaming needs careful planning to keep audiences interested.
After the event, controlling how your content gets shared can be tricky, and if not handled well, it might lead to misunderstandings that could harm the brand.
Even with all these potential challenges, we at Bombora believe that if businesses take the time to plan things out carefully, keep a close eye on what’s happening in real-time, and have backup plans in case things go wrong, they can sail through the world of live streaming without a hitch.
It’s all about regularly checking how things are going and making changes based on what people say and how well things are working. By doing this, businesses can lower the risks and make live streaming work even better for their marketing goals.
The trick is to adapt smartly, making sure to get the most out of it while keeping away from potential problems. It’s like a constantly evolving game, and the key is to play it strategically to unlock all the good stuff while keeping the not-so-good stuff to a minimum.
You’ve explored the real risks of live streaming—from technical glitches and spontaneous mishaps, to unpredictable chats, privacy oversights, and content that could impact your brand in real time, without the luxury of a second take. Taking full advantage of live’s power requires vigilant planning, moderation, backup plans, and a production team that can adapt on the fly.
At Bombora, we bring over a decade of professional virtual event and livestream production experience to the table. We don’t just manage the tech—we build the safeguards, curate the live chat experience, and guide your presentation to ensure your brand stays on-message and on-brand.
If you’re planning a livestream and want to mitigate risk while maximising impact, let’s talk. Reach out today at info@bombora.tv or +44 20 3176 7135, and discover how we can help you produce live streaming content that’s both engaging and entirely under control.
Updated: 28th of July 2025