While sharing content through standard videos may be a popular strategy, live-streaming videos are dominating the content marketing world.
According to Statista, 89% of marketers use live-stream video formats to establish digital engagements.
Content marketers use live video streaming for marketing products online, conducting Q&A sessions, running tutorials and webinars, and for all other forms of content that can appeal and engage viewers in real-time.
Social websites like Facebook Live, Insta Live, YouTube, and LinkedIn, offer embedded live-stream features to enable marketers to stream live video streams from anywhere and at any time.
This guide examines live-streaming video marketing, its advantages, challenges, platforms, and the best practices that will enable content marketers to leverage this booming trend.
Understanding Live Streaming Video Marketing
The importance of live streaming in content marketing is gradually increasing. According to the latest statistics, the global live-streaming market is expected to reach USD 256.56 billion by 2032.
Live streaming video marketing is a dynamic technique that simultaneously broadcasts audio and video content to viewers in real-time.
It can be used to broadcast everything from gaming videos, live match streaming, and TV channels, to other forms of live video content that boost viewers’ engagement and marketing efforts in real time.
The goal of live video streaming is to share raw content without latency. This means the video recording should be simultaneously broadcast to the viewers’ screens with no delays.
Live videos also create a sense of urgency and excitement among the users. This can help content marketers build strong, interactive connections with their audiences.
Thus, marketers must strategically plan and adopt best practices that align perfectly with their marketing objectives and interest the target audience. To truly maximize the impact of live streaming, marketers should integrate proven SEO content creation and marketing strategies that enhance discoverability and drive traffic to their streams.
Advantages of Using Live Streaming Videos for Content Marketers
Sharing content through live-streaming videos offers numerous benefits for content marketers:
Establishes Real-Time Connection With Multiple Customers at One Time
Compared to other content marketing formats, live streaming videos can engage and interact with many customers at a time.
Most live-streaming videos feature a human element that can connect with viewers at a personal level. They can communicate with the audience in a regional language or dialect, or share content that easily correlates with the audience.
In addition, live stream videos are often integrated with real-time chat boxes through which the host and viewers can interact simultaneously.
Here is an image showing real-time chat messages during a webinar:
Cost-Effective Compared to Standard Video Formats
Before a standard video is shared with the audience, it is formatted, edited, and revamped using filters and several audio and visual design elements to make it attractive and engaging.
Moreover, to make top-notch videos, many companies hire professional content editors or digital marketing agencies to create or format videos.
Similarly, self-content creators must purchase high-end video recording equipment such as cameras, lighting rings, and microphones, which fuel the cost of making a video.
On the contrary, live-streaming videos depict real-time original content that does not require post-editing or formatting.
Additionally, most content marketers and influencers can stream live videos through their smartphones (no need to purchase high-quality lenses and lights) and free social platforms like Facebook Live or YouTube live videos, which require only a social media account.
Live-streaming is also an effective way for a dropshipping business to showcase products in real time, answer customer questions on the spot, and build trust through authentic demonstrations.
In addition, in live streaming videos, viewers are more concerned about the content being presented rather than what attractive sound and design elements are present in the video stream.
Here is a picture showing a Facebook live video being broadcast, which is simultaneously receiving reactions from the audience in the form of comments and emoticons.
Easy to Repurpose
Versatility is one of the prime benefits of live-streaming videos.
A live stream can be repurposed into YouTube shorts, Twitter posts, IG reels, or short clips for Facebook or TikTok, to attract diverse viewers.
Here is an example showing how a live-streaming video is converted into YouTube shorts.
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Similarly, a live-stream interview video can be converted into a podcast or a story narration to gain traction from viewers who prefer long, engaging videos.
For example, the ‘Social Media Marketing Show’ is a live show on YouTube, which is further converted to podcasts.
Typical Challenges in Live Video Streaming
Although the advantages of Live videos outweigh the drawbacks, being aware of and prepared for the associated challenges can be useful for content marketers:
Unexpected Technical Issues
Random technical issues, such as network problems, glitches in recording, and equipment malfunctions, can occur unannounced.
Therefore, it is advisable to test the proposed setup before starting the live video streams.
In addition, plan a backup strategy to address glitches during the broadcast.
Responding to Comments in Real-Time
Content creators may face difficulties when interacting or responding to several viewers’ messages in real time.
One way of addressing this issue is to designate this task to a team member who will be responsible for answering viewers’ queries and comments during the live session.
Maintaining Consistency in Live Stream Schedules
Content marketing is all about how consistent your marketing efforts are.
Although posting regular blog posts, comments, and short clips is easy to accomplish as a daily activity for marketers.
But scheduling and posting live video streams regularly might prove difficult.
Plan out a schedule of live video streams and post it for your followers or audiences, so that they will know the time to tune in to watch your live videos.
Which Platforms to Use to Create Live Stream Videos for Content Marketing?
Today, most social media platforms offer live video streaming capabilities.
The top three most trending platforms among content marketers for hosting live streaming sessions are:
Today, Instagram is the most popular platform for sharing live feeds.
It allows you to add guests to your live sessions, ask and answer questions from the viewers, and apply stunning filters while broadcasting the video.
Further, you can add live videos to your stories or post them on IGTV (Instagram TV), where they can last for up to 60 minutes.
Here is an example of a live Instagram video from the brand Global Citizen.
This video is a collaboration with H.E.R. (a musical artist) who can be seen performing a few songs to uplift the people’s spirits at the time of the pandemic.
Content Creators can use Facebook to broadcast live videos to audiences through personal profiles or business accounts.
It is estimated by a survey that 50% of users’ time on Facebook is spent viewing videos.
One of the benefits of using Facebook Live is that even after broadcasting, it can be accessed by people to watch on the host’s Facebook page or profile.
It also provides the facility for users to see the audience's reaction while watching the live feed, so that content can be modified according to the taste of the viewers.
The following is a beautiful example from a Facebook page, Red Table Talk, where the three generations of mothers and daughters are talking about their motherhood journey. It was aired on Mother’s Day in 2018.
TikTok
TikTok is a famous social media platform among young viewers, especially Gen Z. It offers live video streaming to registered users with more than 1,000 followers and certain eligibility criteria that an account holder must meet to host live streaming.
TikTok live shopping has become a popular trend in China and several other countries. Here is an example of a TikTok live-streaming shopping video.
Top 5 Live Video Streaming Best Practices for Content Marketers
Create Fresh Content
Nobody likes to watch repetitive or similar content.
Conduct your research and create live videos on the products and topics that could motivate viewers to engage or make a purchase (in the case of product marketing).
For example, create tutorial videos explaining the product features and usability. You can also create live panel discussions on trending topics related to new public events, festivals, or social causes, which could attract viewers’ attention and drive engagement.
Your Content Should Justify Your Brand or Personality
Focus on hosting live streams of content that are relevant to your brand or your public image/identity.
If a makeup brand is broadcasting live video streams on ‘best-selling shoes’, it does not feel relevant to the brand’s identity.
Similarly, a fashion and lifestyle social influencer hosting live-streaming videos on content related to medical facilities is not appropriate.
You can also adopt brand statements or unique ways to promote your content. By adding such brand elements to your content, viewers can easily identify and relate to your live streaming videos.
Select the Right Platform
As discussed in the previous section, several platforms can be used to create live video streams. Each has its own criteria and benefits.
For instance, choose LinkedIn live videos if you want to host a webinar, a Q&A session, or an online professional conclave on technological advancements related to different industries.
For example, Salesforce live-streamed its largest event ‘Dreamforce’ on LinkedIn Live. 600,000 people watched this streaming series in 11 parts.
Salesforce drives stellar viewership and engagement with LinkedIn Live
Choose Instagram Live to broadcast for your social community on content related to entertainment and awareness, or to simply increase your followers.
Alternatively, you may choose independent platforms, such as Twitch and Periscope, for live gaming and live-to-the-world real-time broadcasting respectively.
Adopt a Lively Approach While Streaming
Maintain a calm and friendly attitude throughout the live video broadcast.
Your tone, style, visual appearance, and objects in the video should enhance and reflect your brand identity.
To increase engagement, discuss viewers’ problems or ideas and encourage them to bring their thoughts to the session. This builds trust in your brand and makes viewers feel valued that their ideas are being appreciated.
Rehearse
An unrehearsed live video is at greater risk of failure.
That’s why a little preparation regarding content marketing requirements and a short rehearsal on how to share the content during the live video streaming would not harm.
People watch live videos because of their authenticity, rawness, and unfiltered content. Therefore, make sure not to script or add too many enhancements to your videos, as this will remove their originality.
Ready to Go Live?
Regardless of whether you are a veteran content marketer or a novice, embracing live-streaming videos can help take your marketing game to another level and significantly increase engagement.
From demos to business seminars, live videos can assist content marketers and organizations in keeping their audience intrigued for an extended period.
In addition, live stream videos are faster and convey more information than images or standard videos.
Now that you are aware of the best live video streaming practices and the top platforms to share your live content, you can go live in no time.
Start recording now!
Looking to enhance your content marketing strategies through digital marketing techniques? Arfadia can help you design compelling content for your live-streaming videos.
Contact us if you need more information.
FAQs
How Does Live Streaming Differ From Regular Video?
Live streaming offers real-time interaction with the audience while normal videos contain pre-recorded content that does not provide real-time engagement between the viewer and the host.
What Are the Best Platforms for Hosting Live Video Streaming?
Facebook Live, Instagram Live, Twitter, TikTok, LinkedIn, Zoom, and Microsoft Teams are among the top platforms for social and professional live-streaming videos.
What Are the Steps to Start Live Video Streaming?
Follow the steps to broadcast live-streaming videos:
- Invest in audio and video equipment, such as a recording camera and smartphone.
- Select a suitable broadcasting platform as discussed in the above article.
- Register on the platform,
- Test the audio and video quality before recording.
- Start streaming your content through the ‘Live’ option on the platform.
About the Author:
Joy D'Cruz is a content marketing specialist currently working with SaSHunt. Joy has a keen interest in researching topics related to B2B and SaaS. He has created copy for a wide range of marketing and business topics, including social media, email marketing, and career development.