Live Web Broadcasting

By Alex Kubala

With the internet use becoming more widespread and developed, companies now have a variety of options available to them when it comes to marketing their products. With video in particular, one of the more widely used strategies is to live stream content on the web. It’s a strategy that has been used by major corporations and regular people, to broadcast everything from everyday occurrences to product announcements, to presidential debates. It’s a platform that has grown very quickly, and for good reason: it’s one of the most beneficial marketing strategies in use today.

The main goal of live streaming for a company is to grow their brand and connect with consumers. Posts with already have a 135% greater reach than photo posts, and the difference between live video and non-live is even greater. On average, audiences spend 3 times longer watching live video compared to non-live. Huge corporations such as Apple and the NFL live-stream their conferences so consumers from all over the world can tune in and watch it live. This allows them to directly market their product to a large number of consumers, instead of whoever is in the room at the event. People can watch from the comfort of home, at the office, or even on the go with streaming on mobile. And even if they can’t tune in live, most streaming services keep archives of past streams that can be embedded on the company’s website to be viewed later.

Some streams are basically a sample of what the company offers, and shows off that sample to potential customers. If the quality of the content is good enough, it can attract more and more customers to the company, thus growing their base. For example, most services will often show what streams are currently live, and if a person sees interesting content on their timeline, they may be inclined to watch and learn more about your company. Some companies have shown that live video can increase their reach by as much as 15%.

Audience interaction is a huge benefit of live streaming video. Most live streaming services include a comment section that companies can take advantage of by encouraging viewers to use it. They can use it to ask questions and give comments, and companies can use the feedback to improve their streams. Furthermore, most live streaming services include a view counter that shows exactly how many people are viewing the stream. As the number goes up and down, companies can know exactly what is working and what isn’t.

Finally, it’s a very easy strategy to implement. Large events may require multiple cameras and audio fixtures, but smaller companies can get away with just using a phone. Facebook, Youtube, and Periscope are free services that anyone can use, and have large user bases. Periscope, for example, has almost 2 million daily users. In addition, these services make it a very light workload. It can take hours to write an article or edit a video, but live streaming only takes as long as the stream itself.

With all the benefits live streaming has, it’s easy to see why it has grown so rapidly and why so many companies have embraced it for marketing use. Proper use can make it one of the best ways to showcase your company and expand your base. Being that it is such a new development, it will likely be a strong marketing tool for a long time to come.

-Alex Kubala

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