What marketing pros need to know about live video in 2017

Live video will be hot in 2017 because it lets brands engage with audiences in a way that's immediate, unscripted, unedited and more authentic than "canned" content, according to marketers who spoke with CIO.com. "Facebook really brought live video to the mainstream," says Brock Cooper, SEO and social media management coordinator for All Web Promotion, a website development and social media marketing agency. What exactly is live video? Facebook Live is one example. Live video predictions for 2017 Social media platforms such as Facebook will challenge traditional media for ad revenues, according to Heidi Besik, group product marketing manager for Adobe Social. "We'll see brand advertisers begin talking about platforms like Twitter and Facebook as a new form of television. Brands and content creators will also become more adept at understanding the types of video content that perform best on different platforms, and they will do a better job of engaging consumers with video in 2017, according to Alexa Biale, senior marketing manager at NewsCred, a content marketing platform. Consumers will see brands use live video on social platforms to announce news or to "blog," instead of simply posting press releases or traditional text blog posts, according to Maree Jones, a social media and PR specialist with marketing agency Luckie & Co. In 2017, more brands will move dollars from traditional advertising toward social media platforms, which in turn should increase the quality of video and other content types that brands share on social media, according to CC Jacob, art director and social media manager for restaurant group Food Fight. You Can Use Snapchat for Business.

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Fake news on Facebook. Trump’s Twitter tantrums. Snapchat Spectacles. Social media delivered plenty of surprises in 2016. For digital advertisers and marketers who’ve been paying attention, however, the biggest social media trend expected in 2017 shouldn’t be surprising at all: live video.

Livestreamed video took off on social in 2016, and many believe 2017 will be the year it explodes. Prerecorded video will still have its place, of course, but brands will increasingly use real-time video to engage target audiences during the coming months.

Live video will be hot in 2017 because it lets brands engage with audiences in a way that’s immediate, unscripted, unedited and more authentic than “canned” content, according to marketers who spoke with CIO.com.

“Facebook really brought live video to the mainstream,” says Brock Cooper, SEO and social media management coordinator for All Web Promotion, a website development and social media marketing agency. The concept was “too new” in 2016, and brands “were a little afraid to use it because of the lack of control. There’s no editing and that makes it real, which is the best thing about it.”

“Video is going to become the face of business in 2017,” says Mike Arce, founder and CEO of Loud Rumor, which provides marketing for fitness studios and gyms. “This means decision makers and CEOs need to start humanizing their companies with videos of real people that others can relate to.”

What exactly is live video?

Live video is video captured on smartphones, tablets or professional cameras and streamed real-time to the internet, for viewing in mobile apps or on the web.

Facebook Live is one example. The feature streams video captured using the Facebook mobile app to users’ followers in real time, similar to Instagram’s livestream broadcasting. Snapchat also lets users stream live video using a mobile device or — if you’re extra cool — the company’s hard-to-get Spectacles. The Twitter-owned Periscope, which brands and celebrities have used to offer insider access to award-show red carpets, sports events and fashion shows, also features live video. And the NFL streams its Thursday Night Football games on Twitter in real-time, without the need for a cable TV subscription or Twitter account.

Why is live video hot?

All kinds of video are popular on the internet today, but live video is perhaps the hottest.

Video will be the fastest-growing content category on mobile, desktop and everywhere else through at least 2020, eMarketer.com predicts, and as a result digital-video ad spending will rise from $9.90 billion in 2016 to $28.08 billion in 2020. Cisco estimates that video will account for 82 percent of global internet traffic by 2020, up from 70 percent in 2015. And live video receives three times the amount of engagement than prerecorded video, according to Forrester Research.

We posted a query on the Help a Reporter Out (HARO) site, asking digital marketers for their predictions on the biggest social media trends for 2017. Of the 68 responses, nearly every one mentioned the growth of video as among the most important trends. Most respondents also emphasized not just prerecorded video but live, real-time streaming video.

Live video predictions for 2017

Social media platforms such as Facebook will challenge traditional media for ad revenues, according to Heidi Besik, group product marketing manager for Adobe…

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