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Trends: Live Streaming as Advertising

Live streaming video has caught on quickly over the past several years. Facebook, Twitter, Instagram, Google and Snapchat have all added live video capabilities, but companies have only recently begun to utilize this format in their marketing. While there is still debate over the effectiveness of live streaming content, more and more companies are taking the plunge and getting behind the new tech, and many are seeing positive results.

Live streaming allows brands to more directly connect to their customers. It targets those who are already interested in a brand and therefore are more likely to turn into profitable action. It can be used to  provide behind the scenes looks into the company or special events. Live streaming has also been used for product unveilings. Nissan streamed the launch of the 2016 Maxima and General Motors rolled out the Chevy Volt EV on Facebook Live. UFC uses live streams to go behind the scenes during weigh-ins, and the NFL has begun streaming entire games on Twitter.

Live streaming helps to give a more human aspect to brands and let consumers feel that they are part of the experience. Brands have also begun to have celebrities and social media influencers be a part of or even take charge of live streams for their brands. Just a few months ago, Wendy’s teamed up with YouTube duo Rhett and Link to promote their Fruit Tea Chillers, which you can watch below.

Live streams also allow for brands to directly learn what it is that their consumers want to know and what their concerns are. Since those watching streams can comment, those running the streams can easily switch gears and adjust the conversation to address viewer concerns. However this presents the challenge of being adaptable and willing to go with the flow. When it comes to live content, viewers don’t want to see a cut and polish production. The general population tends to prefer raw, personal experiences without the script.

Another attractive factor of live streaming is the fact that it’s free, the only cost incurred is paying whoever is in front of and behind the camera. This makes live video an equalizer for smaller brands, who don’t have the huge amounts of cash to put towards advertising campaigns.

 

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Destiny Jones

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