Imagine entering a world where marketing has shed its traditional skin and donned a fresh, dynamic look. It is a world where your brand’s story is not just told but performed live for a global audience. This is the world of live stream marketing, where it has become the beating heart of new world marketing. It is not just about selling products but building connections. It is a place where authenticity is the name of the game, and the audience is your partner in the journey. Live streaming has become a powerful tool for businesses and brands to engage with their audience in real-time. In this blog, we explore the power of livestream marketing, which has taken the business world by storm.
What is Livestream Marketing and Why Does it Work?
Research suggests that majority of the consumers would rather watch a live video from a brand than read a blog. This preference for live content highlights its effectiveness in engaging audiences. Live streaming is not a new concept, but its recent surge in popularity has transformed it into a new world marketing powerhouse. The concept is simple: real-time broadcasting of video content over the internet, allowing audiences to engage, comment, and interact with the streamer in real-time.
The most common types of live streaming include product launches, webinars, Q&A sessions, live events, and everyday vlogging. Platforms like Facebook Live, Instagram Live, YouTube Live, and Twitch have become synonymous with real-time engagement. Livestream marketing is highly valued for its capacity to foster more authentic interactions by infusing the human element into digital marketing, enabling real-time audience feedback, and offering the potential to repurpose content in the future.
Let us explore what makes live streaming such a compelling tool for marketers.
The Power of Engagement
What sets livestream marketing apart from other content forms is its unparalleled engagement potential. This level of engagement is due to the immediate and interactive nature of live streaming, unlike traditional marketing channels, where communication is largely one-way.
Brands can respond to viewer comments and questions, creating a sense of connection and community that is often lacking in other forms of advertising. The live streamer can respond to feedback, tailor their content on the fly, and build a loyal following. This engagement is especially valuable for businesses, including those specializing in custom company shirts, as it allows them to connect with their audience in real time and foster authentic relationships.
Wide-reaching Potential
Live streaming has a global reach. Viewers from all around the world can tune in simultaneously, transcending geographical boundaries. This global reach can be especially beneficial for businesses looking to expand their customer base beyond their local markets by integrating live streaming into their marketing strategy. As of September 2023, Facebook Live had 2.8 billion monthly active users, while Twitch saw over 7.13 million active streamers. YouTube Live, Instagram Live, and other platforms have also gained significant traction.
Furthermore, the popularity of mobile streaming has made live content accessible to anyone with a smartphone. This accessibility has broadened the reach of live streaming to a global scale.
Urgency
Live streams create a sense of urgency. Viewers know that they are experiencing something in real-time, and this can encourage them to tune in and engage right away. This sense of FOMO (Fear of Missing Out) can be a powerful driver of engagement.
Additionally, live streams offer an immediate and exclusive experience. The content is unfolding at that very moment, and viewers have the opportunity to be part of it in real-time. This sense of being among the first to witness an event or interact with a brand can create a feeling of exclusivity, which is highly appealing.
Authenticity and Trust
In an era plagued by fake news and disingenuous marketing, livestream marketing stands out for its authenticity. Livestream advertising content is unfiltered and unscripted, which makes it more relatable and trustworthy. Brands can use live streams to showcase their human side, connect with their audience on a personal level, and build trust.
Live streaming stats suggest that a positive ROI of 73% is reported by B2B businesses utilizing live video. Unlike pre-recorded content that can be heavily edited and polished, livestream marketing captures the raw, unscripted moments. A live video is an opportunity for businesses to answer customer questions, address concerns, and give behind-the-scenes glimpses into their operations. When audiences see the faces and personalities behind a brand, it fosters a sense of authenticity and transparency that traditional advertising methods cannot replicate.
What Makes a Live Streaming Marketing Strategy Effective?
Amid the COVID-19 pandemic, many artists discovered a powerful way to stay in touch with their fans: live streaming. According to live music streaming stats, in 2020, platforms like Twitch saw a whopping 385% increase in music streaming. This tells us that live streaming has become vital in today’s marketing landscape.
Components of a Successful Live Stream Marketing Strategy
To make the most of this trend, businesses and brands must create a plan that aligns with their goals and the people they want to reach. Let us take a closer look at some important parts of a successful live-streaming marketing strategy:
1. Planning and Promotion
Before hitting the “Go Live” button, careful planning is essential. Identify your goals, target audience, and the content you want to deliver. Promote your live stream in advance through social media, email marketing, and other channels to maximize the number of viewers.
2. High-quality Production
Invest in good equipment and ensure high production quality. Crisp audio, clear video, and a well-lit environment are crucial for retaining viewers. No one wants to watch a grainy, pixelated stream with inaudible audio. In fact, live streaming stats suggest that when a brand produces low-quality videos, 62% of consumers are inclined to form a negative opinion of it.
In 2012, Red Bull Stratos executed one of the most ambitious live-streaming events in history. Felix Baumgartner, an Austrian skydiver, jumped from the edge of space, breaking the sound barrier during his descent. The live stream of this event had over 8 million concurrent viewers on YouTube, making it one of the most-watched live events ever. This event not only showcased Red Bull’s commitment to extreme sports but also engaged millions of viewers in real-time due to its high-quality production.
3. Live Stream to Multiple Destinations Simultaneously
In successful livestream marketing strategies, it is becoming increasingly common to broadcast the same live-stream to multiple destinations, such as Facebook, YouTube, and Instagram, simultaneously. This approach offers several advantages, like reaching a broader and diverse audience. Live streaming to multiple destinations also encourages cross-platform engagement. With browser-based streaming solutions like OneStream Live, streamers can create and multistream their live streams to 45+ social destinations simultaneously.
NPR (National Public Radio) broadcasts live interviews, discussions, and news coverage on platforms like Facebook Live, YouTube, and their website simultaneously. This approach allows them to reach a wider and more diverse audience while engaging with their followers on various platforms, ensuring their content is accessible to as many people as possible.
4. Engage with Your Audience
Engaging with your audience is what makes a live streaming marketing strategy potent. The real-time nature of live streaming allows for direct interaction with your viewers. Encourage questions, comments, and feedback during your streams. Respond to comments and make viewers feel involved in the experience. BuzzFeed, a digital media company, uses live streaming for interactive news and entertainment content. Their “AM to DM” live show on Twitter engages viewers in discussions about current events. They also incorporate audience questions and comments, making it a dynamic and informative experience.
5. Incorporate Storytelling
Livestream marketing is a dynamic platform for storytelling. It allows brands to tell their story in real-time, engaging customers with narratives and experiences that resonate with them. Instead of just advertising products or services, businesses can weave compelling stories that create emotional connections.
For instance, Airbnb frequently uses live streaming to take viewers on virtual tours of unique locations around the world, creating a sense of adventure and wanderlust that aligns with its brand. This powerful element of storytelling in Airbnb’s livestream advertising strategy captivates the audience and positions Airbnb as a lifestyle brand.
6. Incorporate SEO
Search Engine Optimization (SEO) is not just for written content. It is equally relevant to livestream marketing. Ensure your stream titles, descriptions, and relevant keywords are optimized for search. This makes it easier for your target audience to discover your live streams when searching on platforms like YouTube or Google. Additionally, consider using popular and relevant hashtags to increase your stream’s discoverability.
Including SEO in your live streaming marketing strategy can significantly enhance your content’s discoverability and, in turn, your marketing impact. It’s a powerful tool to ensure that your live streams reach the right audience and yield optimal results.
7. Promotion After the Stream
The content does not stop when the stream ends. Do not rely solely on organic viewership. Repurpose your live streams into shorter clips, blog posts, or social media updates. This extends the life of your content and reaches a broader audience. Email marketing, social media, and website announcements can help drive traffic to your live events.
In April 2020, National Geographic hosted a live streaming event titled “Earth Day 2020 Live.” After the live stream, they repackaged content into shorter video clips, created blog posts, engaged with their audience on social media, sent follow-up emails, and organized webinars, extending the impact of the event and their commitment to environmental awareness.
Conclusion: Redefine Engagement with Livestream Marketing
In a world where consumer engagement is paramount, livestream advertising has emerged as the ultimate marketing superpower. Its power lies in its ability to engage, connect, and build trust with audiences in real-time. Its authenticity, interactivity, and storytelling opportunities have made it a favorite among businesses and brands looking to reach and resonate with their target demographics.
So, if you have not already, it is time to explore the new world of marketing and harness its incredible potential for your brand. The future of marketing is live, and it is happening now. Livestream marketing is not just a trend; it is a transformation that is reshaping the marketing landscape and redefining how brands connect with their audiences in the digital age.
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