Live streaming, very similar to traditional radio and television broadcasting, is a data stream that contains audio and video information that is transmitted from a source and that via a telematic network, reaches one or more recipients. The special feature of live streaming marketing is that it takes place in real time, so the data is not saved, but simply transmitted from one point to another.
Given the increase in both traditional and live streaming videos as forms of communication, the question for marketers is this: can they coexist and be two sides of the same coin or will one necessarily replace the other?
Video marketing: a growing trend
Video marketing today is a fundamental tool for communication and for inviting action. Among B2B companies, 96% use video for their marketing campaigns, and this translates into positive ROI for 73% of cases. According to an Event Report survey, 96% of consumers consider them useful for making purchasing decisions, 73% are more likely to buy something after seeing a video, and 71% have a positive opinion of the product, service or business through video.
If 2015 was declared the year of Video Marketing, it is no coincidence that in the last three years, this trend has only strengthened. In fact, video marketing has become an integral part of the digital marketing mix for many companies.
Streaming videos: another growing trend
The use of live videos is exploding on all social channels, made possible by their convenience as a way to convey messages and because of the ease and speed of creation. IBM notes that users watch live video 10 to 20 times longer than on-demand content.
Many attribute the success of live streaming marketing to spontaneity. Users seem to like the live stream because of the naturalness and simplicity of the content created, especially when it is associated with good planning. After all, like a live TV program, in a streaming video anything can happen! However, companies are cautious about this. In business, nothing can be left to chance and the risk, in instant marketing, is always around the corner.
The first app to do this was Meerkat, a free streaming application, launched in 2015, that easily interacts with Twitter. The operation is really simple: anyone can start a live broadcast and anyone can view it. The content, however, is not lost as soon as the live feed is over. Within two weeks, Meerkat users reached 150,000, numbers that frightened the giant Twitter which, in response, bought Periscope, a streaming app that allows you to view the live stream 24 hours later.
Since 2017, in fact, streaming services have been adopted by all social giants:
- Facebook and live video: Companies, brands and consumers can use live video to better interact with other users;
- Twitter and Periscope: Allows you to embed a live video in the tweet so that users can follow an event in real time;
- Instagram and stories: Brands can use the stories feature to convey information or “stories” to customers, but the content will remain active for only 24 hours.
It is clear that the future will almost certainly go in this direction, thanks above all to the possibility of being able to interact in real time, asking questions, exposing one’s point of view, and laying the foundations for future reflection.
But can a content that “self-destructs” immediately or within 24 hours be an effective communication tool for companies? Can streaming really replace video marketing?
Advantages and disadvantages of live streaming marketing
Streaming videos are cheaper to produce than traditional videos, mainly because they do not require post-production efforts. All you need is a smartphone and you’re ready to go.
But the drawbacks? First of all, the question is whether consumers will be able to tune in when the video goes live. In the short term, the answer would seem to be no. Just think of the on-demand TV, which viewers prefer because they can decide exactly when to watch a film or a program.
However, streaming offers customers a unique possibility: participation. Live video viewers don’t just want to be told something, they want to be part of it. For this reason, 82% of the audience prefers streaming to a normal social media post.
Streaming video can be used by companies as a two-way communication tool to receive feedback from viewers, respond to their questions, and seek new insights for future communications. Although they do not immediately respond to the questions asked during streaming, they can respond in other formats, such as in a traditional video or in a post on the company website, where it will remain available to all, for as long as they decide to make it available.
Interactivity and customization
If, in addition to fast and daily usability, the strength of streaming is the participation, this may be an indicator that even a “traditional” video must also allow the viewer participate, or bring him in, in some way.
Personalization offers a unique opportunity for companies. What makes a video more appealing than the fact that it is tailored to the recipient? Personalization makes the user more involved than a static video because he or she can experience being at the center of the story and not just a spectator.
Interactivity can also be a lifeline for traditional videos. If a video is interactive, the user is involved (even much more than in streaming). The story, which varies according to the characteristics and choices of the client, becomes much more engaging and engaging. Storytelling is a great way to succeed because stories express relevant and engaging information, so why not make the user the real director?
Personalization and interactivity are the key features of Doxee Pvideo®, where videos may be personalized according to the characteristics of the user, and users can respond to calls-to-action directly within the video. They allow you to convey information in a clear, fun, and engaging way, so as to keep the user “glued” to the screen and encourage him to take an action, whether it’s getting more information or buying a product/service.
Learn more about Doxee’s personalized videos and Interactive eXperience – Doxee iX service. Download the solution overview: