You probably already know the power of video marketing, but with so much visual content competing for viewers’ attention, how do you cut through the clutter? Consider this jaw-dropping statistic: Cisco Systems’ trend report for 2015-2020 predicts that “it would take an individual more than 5,000,000 years to watch the amount of video that will cross global IP networks in 2020.” Because nobody has that kind of time, you need an edge that will achieve results without increasing your video marketing spend. The answer: live streaming. According to SocialMediaToday, viewers will watch live video three times longer than pre-recorded content. This gives you an opportunity to engage viewers in a way that has become increasingly difficult with standard video marketing.
It’s normal to have reservations about adding any new tactic to your marketing plan, but here are some reassuring reasons to jump in feet first:
Humanize Your Brand
In the digital realm, brands can become faceless and sterile due to the nature of the delivery system. However, the interactivity that live-streaming video provides introduces a human element that conveys genuine warmth and authenticity, helping to build connections with your customers.
Engage Your Audience
Standard marketing communications don’t always allow you to let your customers know what’s happening behind-the-scenes or give them a peek at the latest project you’re working on. Live streaming is the perfect platform for extending a range of valuable, up-to-the-minute content that you can broadcast quickly and easily. And the possibilities are endless; just pick the topic that’s most relevant and easily consumed by your customers. Some suggestions for live-streaming content include, but aren’t limited to:
- Event or Trade Show activity
- Q&A sessions
- New product launches
- Weekly news
- Sales, discounts, and giveaways
Optimize Your Marketing Investment
As you look to adopt new innovations, you need to know that the return is worth the investment. Live streaming can cost substantially less than highly produced video marketing because all you really need is a good camera and a stable Internet connection. It’s likely that everything you need is already on your smart phone. And don’t worry about your videos lacking a slick, Scorsese-caliber appearance. The rough edges convey authenticity. A compelling message—not production value—is the key takeaway here.
Measure Your Results
Results measurement is a critical component of any marketing plan, enabling you to record what you achieved and analyze what you learned to determine the next steps. Live-streaming video gives you firsthand knowledge of who your customer is, direct feedback on what they care about, as well as what they would like to see in the future. All you have to do is ask them to comment.
While it may be new to you, live streaming is nothing to be afraid of. You can even ease into it to determine both your comfort level and the value that live streaming delivers to your audience. It’s all about providing relatable content in a format that viewers will embrace, rather than dismiss. This style of engagement is priceless in the marketing world that we live in today, where people are bombarded with messages everywhere they go. So, what are you waiting for? Grab your camera and give the people what they want.