Why Your Brand Should Use Live Video for Marketing In 2021
The world of digital marketing is constantly shifting, and it’s up to brands and organisations to keep up with the flow. In the last few years, one of the breakout trends in the marketing world is video content.
In 2020, over 80% of marketers reported that video had given them a positive return on investment (ROI), a stark contrast to the 33% who felt this way back in 2015. And more importantly, consumers use video as an integral part of their journey with the brands they choose to support.
In March 2021, the live streaming platform Twitch set a new record with over 2 billion hours watched. Even as the world sees an end to lockdowns and stay-at-home orders, consuming live content online remains a part of consumers’ daily entertainment.
Live Video Is The New Frontier
The truth is, viewers are eager to consume and even pay for live content. A live streamed concert or event can give you the feeling of actually being in the room with the performers and speakers. It facilitates a sense of community and brings about an opportunity for real-time engagement.
For example, Facebook live videos see over six times the number of engagements as a produced, non-live video. Audiences want to engage with the streamer and with other viewers, too. And because consumers value authenticity, they prefer unscripted live content to overly produced marketing videos.
Live video gives brands and businesses new avenues to explore, engage their audience, elevate their online presence, and generate more revenue.
Live Video As A Marketing Tool
Integrating live video into your brand’s overall digital marketing strategy should begin with a solid foundation of market research. You can’t move forward with grand video plans if you don’t know what your target audience wants to get out of live video content.
Audiences and consumers generally support brands that provide value. This could mean live tutorials, Q&A sessions with experts, or live seminars about topics relating to your brand niche. You need to plan what type of live content will effectively engage your audience and make them want to show up to the event.
Your live content needs to strike a balance between authenticity and advanced planning. While no successful event can push through without a plan, you want to be as flexible as you can once the event starts. If your audience pushes the topic in a different direction, you should follow their lead.
High-Quality Live Streaming
Live video is a fantastic tool that your brand should leverage in 2021—all the numbers say so. However, this is not a venture you should take lightly. You need to make sure to do it well.
You need to choose the best live streaming platform for your target audience. Facebook Live and YouTube Live are the two most popular live streaming platforms available, but your audience may require more niche platforms.
You should also make sure you have all the necessary equipment and knowledge to pull off a high-quality live stream. While an Instagram influencer can get away with streaming right from their phone, a brand targeting a more mature, business-minded audience should use professional equipment and a specialised setup.
Conclusion
Live video is a great way to grab your audience’s attention and interact with your customers. More and more people are spending time streaming live video, so you should leverage that built-in audience to your advantage.
It’s important to identify your audience’s needs and execute your live stream as professionally as possible. Once you get the hang of it, your engagement and revenue numbers are sure to go through the roof!
Are you looking for a video production agency in Amsterdam? BFF Visuals is here for you. We are a video marketing and production company that helps brands create engaging content that brings results. We specialise in event, product, commercial, and corporate video production and photography. Get in touch with us for a free, no-strings-attached consultation today!
