Why Extra Manufacturers Are Going Live With Their Videos (and Why You Ought to, Too)

The fact that video is a great way for brands to connect with their target audience is no secret. In fact, research by HubSpot shows that 85 percent of companies use video marketing, while 88 percent of marketers say this tactic generates a positive return on investment for their business.

But not all video content is created equal. Live video content in particular has seen a significant increase in popularity and is a video trend that all brands should be aware of.

The rise of live video

Live video is becoming increasingly popular for consuming online content – and the numbers prove it. research of Livestream found that 80 percent of consumers would rather watch a brand’s live video than read a blog post, while 82 percent prefer live video to social media content.

Even more notable is the impact of live video on viewers’ financial decisions. The survey also found that 67 percent of live stream viewers bought tickets for similar events – such as concerts or conferences. 45 percent of viewers said they would actually pay to watch live video from a favorite actor or speaker.

These attitudes are directly reflected in the ever-increasing trends in viewership for live video. Gaming streaming platform Twitch achieves more than 1.6 billion hours of viewed content in October 2020, increasing monthly viewership by 99 percent year over year. Facebook livestreams also achieved massive increases in viewers during the pandemic.

With an ever-growing audience eager to consume live content, there are clearly many options for brands in a variety of niches.

Related: A quick guide to using Facebook Live Video

What makes live video so attractive?

During a recent phone call with Vlad Rigenco, Founder and CEO of Dood livestream, he explained, “A big part of the appeal of live streaming is that it helps connect the physical world and the virtual world. The entertainment industry is a good example of this, especially given the COVID-19 pandemic. Live streaming of a concert or theater performance helps to recreate the experience of actually “being there”. The same goes for brands – live streaming makes you feel like you’re part of a physical event in a way that pre-recorded content can’t really reproduce. “

The idea of ​​participating in an event – also digitally – contributes to the urgency and at the same time promotes a sense of community. This video content is currently live and will not be the same later.

Part of this comes from being able to get direct engagement in real time. Search Engine Journal reports that Facebook is seeing live video six times the number of engagements as non-live video. The audience wants to comment on what they see – be it to get a response from the streamer or to get in touch with other viewers.

In addition, livestream content is less likely to feel “over-produced” as other marketing content sometimes does. This helps create a sense of authenticity that further draws audiences. They feel like they are getting a behind-the-scenes look that can fuel additional engagement and loyalty.

Integration of live videos into your marketing strategy

Successfully integrating live video into your brand’s marketing strategy should start with the same basic question used in any other content marketing tactic: How are you going to add value to your audience?

In general, live video content should be aimed at education or entertainment and accessible at the same time. For some brands, this may mean offering tutorials on various topics related to their products and services. For others, it can include a question and answer with someone who works for the company. Constantly producing new live content is key to engaging audiences.

Successful video content is planned in advance and not 100 percent “off the peg”. Make sure that basic talking points are written down in a script to avoid awkward pauses in your presentation and to keep the audience busy the entire time. At the same time, live streaming brands should also be willing to take things in a different direction than expected based on the interests of their audience.

Public speaker Brian Franzo is a great example of this. In an interview with Convince and Convert, he related, “I was giving a behind-the-scenes tour with the aim of making streaming a ‘backstage pass’ event when several viewers started asking questions about my new Samsung phone … So I switched and we started Talking about technology because that’s “where the participants wanted to go.”

It’s also noteworthy how important it is to stream on the right platforms in order to reach your target audience. While Facebook Live and YouTube Live are great ways to reach a wide audience, some brands can get even better engagement if they also stream their content on niche platforms that are closely targeted to their audience.

Related: 3 ways to incorporate video into your marketing strategy

Let live video act as a stepping stone to your event

Given the current challenges of hosting a personal live event, entrepreneurs and event planners have made the decision to incorporate live stream videos. However, one of the challenges of live streaming a physical event is managing the sales and ticketing process, as event organizers typically don’t want to stream their event on social media for free.

For this reason, Spencer Elliott and Patrick VanDusen co-founded ViewStub. ViewStub is a hybrid event system that connects participants with virtual and personal experiences. The platform offers a full range of event services for business conferences, sporting events, music festivals, concerts and event organizers looking to bring their event experience to a global audience.
When they invited me to serve as Equity Advisor in 2019, the value of generating additional revenue through a pay-per-view model with no up-front costs was immediately clear before the global crisis in 2020.

Today, some of the largest companies have already embraced the hybrid event trend. The Home Depot, one of the world’s largest home improvement retailers, recently used ViewStub’s software to host a promotional event related to Christmas gift cards.
By using an exclusive virtual concert with Brad Paisley, The Home Depot gave free access to shoppers who purchased gift cards worth $ 50 or more. The online concert event was a huge advertising success for Home Depot’s Christmas campaign. By using the virtual concert as a marketing strategy, The Home Depot was able to increase Christmas sales while offering its buyers an exclusive experience with a famous country superstar.
“We know virtual events were popular in 2020, but the future of events is hybrid experiences like the paisley concert. We currently refer to some vehicles as “hybrids”, but when all the cars become hybrids, we will simply call them “cars” again. The same goes for events, ”says Elliott. ViewStub is hosting its own hybrid experience this summer called “EventNEXT”, A one-day conference designed to educate event professionals on how their events are scaling on a global scale.

Live stream content is a compelling and efficient strategy to grow your brand in today’s virtual world.

Well-executed live content ultimately helps make your brand feel more real and accessible to your target audience and make you appear in front of more people than ever before. Since you regularly incorporate live streaming content into your marketing strategy, you are well equipped to build strong brand awareness that will translate into significant sales growth.