Live streaming video

Live stream video is the superpower of the video marketing world. It offers the potential of a memorable marketing video while multiplying engagement with its interactive nature. Viewers can respond to the video in real-time, creating a conversation between customer and company. Unlike other forms of media that are strategized, planned, and produced, live stream video has a natural feel that allows customers to see a company in an organic environment.

Why use live stream video?

Live video ultimately creates the illusion of face-to-face interaction. You may not have time to sit down individually with each of your customers, but through live video, you can make them feel as though you have. It embraces conversation and develops a dialogue between a company and its customers. Unlike the thousands of other advertisements that consumers are exposed to daily, live streaming doesn’t leave room for edits, coverups, or patches. The format provides transparency — a characteristic that continues to hold more power with each year.

How to get started with live streaming video:

• Ditch the script. Micro-organizing everything can make your video appear stiff and rehearsed. Take advantage of the organic nature of live video by finding a healthy balance between preparation and improvisation.
• Bring in a fresh voice. Do interviews, ask others’ opinions, or create a mock panel. Changing things up gives a unique perspective and keeps consumers engaged and interested.
• Have fun. It’s okay to crack a joke or stumble over your words. Be willing to be spontaneous, and let your customers get to know you.

Top trends in live streaming video:

• Q&A sessions give the illusion of a face-to-face conversation. Consumers have a short attention span, but live video creates an environment that fosters immediacy. They’re much more likely to ask a question in this type of environment than they are to email someone and wait for a reply.
• Special announcements — Announcing a new product or feature via live video helps build anticipation and excitement. Your customers are much more likely to get pumped about the big news when they see that you are.
• Live events — Giving consumers a glimpse of a live event builds excitement and encourages customers to celebrate with you.
• Behind-the-scenes looks — Giving a sneak peek of what goes on behind the curtain not only peaks curiosity; it also develops loyalty because customers feel knowledgeable about the company.

Research shows that consumers will watch a live video eight times longer than an on-demand video. Its unique personality cuts through the clutter of other forms of media and likely will continue growing as digital technology develops.