Here’s a great statistic to start your day. 80% of users online would prefer to watch a live video instead of read a blog. I’m apparently in the 20% because I actually do prefer to read, but it’s not difficult for me to understand that statistic either. Most people I talk to prefer video.
Either way – it’s important to have BOTH. I record video and write blog posts – well I repurpose them rather. 🙂 (As a side note, I’m running a 5 day challenge to help you plan all that content!)
The important thing is that when you market to users, you want them to remember your message. Studies show that people remember 80% of what they see compared to 20% of what they read.
Now that I have your attention, let’s look at how live video marketing will change your game this year.
Why Use Live Video?
Customers don’t want interactions; they unequivocally demand it. Live video is a great way to fill this need because it provides a chance for reactions. Youtubers can risk following the ‘don’t look in the comments section’ rule. Brand owners and entrepreneurs need to constantly be aware of reactions from customers. With live video, you can communicate with customers, respond to comments, answer queries directly – while they are on the call (if you want).
It’s far more engaging and provides a deeper emotional connection than any other marketing available today. It’s exciting, a little unpredictable and it plays into the FOMO culture we live in today. Live feeds can be a ‘you snooze you lose’ type of content which provides users with the feeling that they are being invited into a secret club. When they watch your replay, it will encourage most people to listen in live next time.
You can get creative on live streams too and that’s crucial. Believe it or not, customers will get bored of the same ads, blogs and typical types of content. With live feeds, the options are endless. You can have vlogs, interviews, behind the scenes sneak peak, day in the life, product tests, and much more. Your interactions will always deliver different content – even if the format is the same.
Then, there’s the reach. With a live feed, you can provide content directly to your audience. It makes your marketing a bit easier because followers will automatically be notified it’s happening. Networks like Instagram actually favor live feeds and hold this content at the top of the feeds of followers for a significant period. And Facebook will give your live video preference over text posts./
Do My Users Really Want To See Me?
Yes, yes they do.
It took me a while to get comfortable with this, but now it’s not really a big deal. The more you do it, the more comfortable you will become.
A common mistake I hear a lot is that livestream is only for people like gamers or Youtubers. It’s hard to stifle a super speed eye roll at that point.
But just in case you feel this way, let’s look at the numbers. In 2016, live streaming was a $30 billion industry. It’s predicted to hit $70 billion by 2021. You can’t reach that number unless brands are getting in on the action.
It’s not just one small demographic who are watching live streams either. Around 60% of 18-34-year-olds are watching them regularly and you’re not the first person to the party here. Brands are already favouring live streams because they see the potential. It’s already been established that video is at the forefront of digital marketing today and it will only continue to rise.
Live Streams are the obvious next step with significantly more potential for engagement. With live video you can keep your audience base up to date, informed, excited, connected and involved. I didn’t pull those words from out of thin air either. They’re all from a poll that asked users about the impact watching a live stream had on them.
Now, you might say that this is all well and good but the current live stream options feel outdated and don’t match the requirements of business professionals. Luckily, your favourite business social network is ready to shake things up with LinkedIn Live.
This feature is expected to be used for everything from product announcements to conference calls. You can also choose to stream to people within a select group or to members of the public.
Reviews so far have been positive and while it’s currently in a Beta testing phase with invitations for key influencers, it should be ‘live’ later this year. Many people expect it to be a game changer and it will be interesting to see whether businesses start to favor it over the options currently available.
So, there you have it. Live video isn’t just here to stay, it’s going to become a huge part of marketing online. The potential here is massive and if you haven’t already, it’s time to jump on board the already crowded bandwagon.