The major social platforms have all invested heavily in the future of live streaming: Twitter integrated Periscope into its timeline in January, Facebook Live rolled out to all users in April, and live streaming was recently launched on YouTube. At every turn, there is something new to know– and try–with live video.
As with all of the rapid changes in the social landscape, it is difficult to know which trends are going to stick, and which will be gone tomorrow. But for live video it seems clear: 2016 is the tipping point.
As live video enters the mainstream, understanding what makes the tool so powerful is helpful in informing how to make it a part of your strategy. And it should be part of social strategy: The rate at which users have adopted the use of video is impressive. Facebook has seen the amount of video increase 3.6 times year-over-year, while Snapchat boasts 7 billion daily video views (three times higher than it was 6 months ago).
So why is Live Video creating such resonance for users– and brands? Put simply, video is more engaging, easier to consume and cuts through the noise better than any other content. Consumers–inundated with information and content– are looking to make a real connection, and video makes this possible.
Live Video offers some particular advantages for consumers– that brands need to capitalize on.
- Real-Time Engagement. 53% of users today expect a response from brands within one hour. Live Video answers this expectation by allowing viewers to engage with a brand in real-time. No more sending an email and waiting 24 hours for a response.
- Interactivity. Consumers aren’t interested in one-sided messaging that talks at them. Live video creates an opportunity for viewers to have a conversation, to ask questions and to share feedback.
- The New Reality. The content shared on live video offers viewers something that they can actually trust. Raw, unedited and often ‘behind the scenes’ looks at a brand are difficult to come by. Used well, this type of content makes viewers feel like they are a part of the story, forging a greater connection.
Given the push from social platforms and users’ willingness to try– and engage with– live video, it seems clear that the trend is here to stay. If live video isn’t a part of your current social strategy, it should be.