Video is definitely not a new craze when it comes to digital marketing. If you had to ask any digital marketing
agency they would tell you that video had long been one of their primary marketing agency services.
The reason for this is that it is easily accessible and instant and prospective customers don’t have to trudge through blocks of text before they get to the content they are after. After all, everyone can identify with video and they can take less than a minute to watch, but contain all the same information as text or an infographic.
The popularity of video on social channels has now given rise to live streaming, which is a recent trend. And, if the fact that many social platforms are investing greatly in live streaming is anything to go by, it’s going to be a very important viewing mode for the foreseeable future.
Live Streaming’s Potential in Digital Media
Live streaming app, Periscope, was initially developed to allow people to access current events as they were unfolding. Co-developer Kayvon Beykpour came up with the concept when he wanted to watch the events of the 2013 Istanbul protests, but could only read about them on Twitter.
Fast forward a few years and live streaming is a major part of social networks such as Facebook (with Facebook Live), Twitter, YouTube, and Snapchat.
This presents a fantastic opportunity for digital marketing advertising. Digital marketing agency services place a great amount of emphasis on connecting with fans of their client brands, and live streaming allows this connection to be even more intimate as fans can witness events as they happen.
Gwen Stefani, for example, recently broadcast a music video from the Grammy Awards which her fans could watch live. Similarly, BMW racked up incredible engagement by debuting its M2 model through Periscope.
Fans want to be involved with big events and want a feeling of exclusivity, which a media agency can easily arrange thanks to the value of live streaming.
The only possible drawback is the fact that users are becoming accustomed to accessing video on their own time. Gone are the days of waiting for a show to come on TV; they have been replaced with the convenience of ordering up a show online and watching it on demand.
However, this is easily remedied by the fact that, should users miss the live broadcast of a video, they can access it later. Periscope keeps its videos up for 24 hours following the live stream and Facebook keeps its videos up until their authors remove them.
Video remains possibly the most well-received medium on social channels, but the way in which it is consumed has changed. Brands wanting to capitalise on users’ thirst for immediate and easily-digestible content can thus be thankful for the wonder of live streaming.
Image credit: http://tech.co/perfect-live-stream-strategy-2015-04