Consumers prefer short videos rather than a long article to describe a product, service or concept. People learn better when they can both hear and see the information. Videos are often translating better to the customer’s way of thinking. Live streaming broadcasts have introduced intimacy and bonding effects between viewers and hosts and among viewers. Over the past year, live video has become one of the most popular types of online content. Instagram & Facebook Live are thriving – with 1 in 5 Facebook videos being live streams and 1M Instagram users watching live video every day – while Twitter, YouTube, and most recently LinkedIn, have all jumped on the live video trend too. For many, live video has been the saviour of 2020 as IRL events moved online, and we’re sure this trend will continue into 2021.
What is Live Video Marketing?
Live video marketing allows you to broadcast a live video feed to an online audience in real time. Your audience can react, comment and response immediately. Live video is the best chance to get up close authentically and personal with your audience. Research has shown that 81% of businesses are now using video for marketing and 78% of online audiences are already watching videos on Facebook Live. Such statistics highlight the untapped potential in leveraging on this marketing tool.
Live videos do not only attract eyeballs, it also attracts comments and interactions which increase engagement between consumers and brands. Progressively, live video content is proven to have higher engagement than non-live videos. This is because watching a video requires much less effort than reading an article. Our brains processed videos and visuals significantly faster than chunks of text.
Through Live Video Marketing, your audience are seamlessly embedded into part of the interactive session. By the end of the live video, your brand potentially has already consumed the audience’s mind totally.
What are the benefits of Live Video Marketing?
#1 Informing and Educating
We have long moved away from pushy sales of products to consumers, instead we are educating consumers on the products’ features and benefits to consumers. According to Dr James McQuivey of Forrester Research, he found that one minute of video is worth 1.8million words to a consumer. Comparable to 1.8million words on a blogpost that would probably take up 3600 pages, a simple video does the magic in a fraction of the time. Videos are definitely richer in information; they excel at giving customers a really up-close look at the product or service.
#2 Live video builds authenticity with consumers
A live video strategy engages viewers in immediate and authentic ways that other social media formats cannot offer. Live videos act like a double-edged sword. Live videos cannot be edited and there are no retakes, whatever that is said at the moment goes up instantly. Yet, live videos are also presented in a genuine, down-to-earth and authentic manner which create trust between brands and consumers. Increasingly, consumers are craving authenticity to connect and engage with brands’ content. Authenticity includes real time honest product review or even sneak peak of exclusive behind-the-scenes. An invitation to a live video is likened to an invitation to a party or the most awaited event.
How do brands use Live Video Marketing?
Live video marketing presents a huge opportunity for brands to leverage on. From new product launches, to product reviews, product demonstrations videos which can be created and handled by brand ambassadors. In addition, brands can also consider content such as exclusive behind-the-scenes tours, live contests, talk shows by experts which can be thoughtfully curated by brands to engage and connect to consumers.
To sum up, live video as a marketing tool helps to invite potential consumers to a glimpse of the brand, solidify consumers’ brand loyalty and bring the brand’s level of authenticity to the next.
What better way than to model and try live video marketing for ourselves. For Mid-Autumn 2020, Mashwire is proud to present our own Live Video of mooncake making. Join us for a time of fun and merry as we create our own mooncake together.
Keen to learn how to incorporate Live Video Marketing in your branding strategy? Contact us today!
