However, to actually prove the success of live videos, we believe it’s vital to “paint a picture” with some success stories. These live videos allow Land Rover to, among other things, show off their products, as well as broadcast content in real-time. They are a great way to see the vehicles in action before actually driving them personally. Meanwhile, 315,000 people commented on the video. It can actually show a part of your brand personality through a powerful and unique concept. That sort of experimenting will allow you to discover which approach works the best, as well as what brings more engagement. Have (at least) a 10-minute broadcast If your broadcast is long, people are more likely to watch your live video, share it with friends and engage with your brand. Furthermore, their research also showed that people are more likely to spend more time (three times longer) watching a live video than watching it later when the broadcast is done. Thus, a brand that only uses pre-recorded videos can experience a great increase in engagement if it opts for live videos instead. Therefore, if that audience makes sense for your business, you can target your content to a younger audience.
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Nowadays, a great variety of brands are trying to gain the upper hand over their competitors by using a new marketing platform – live online videos. What is the reason for the popularity of these online videos in various industries? We asked ourselves these questions and tried to dig out some answers.
What are the benefits of using live videos?
Over the years, the relationship between people and mass media has faced some fundamental changes. Those changes include the arrival of Netflix as well as mobile phones with web access and the all-important social media. They led to a fragmentation of the marketers’ audience, which is why brands had to do something different. They had to refrain from engaging with a large number of people in one go and conform to a more individualised, segmented and targeted approach.
However, recently, there have been developments that imply that there is still a great desire to view linearly – in real time. That desire has been incited by popular social media platforms, such as Instagram and Facebook, which have introduced new functions for video broadcast. The increasing popularity of such videos indicates that, even though traditional channels and their content aren’t that interesting anymore, people are still very much interested in watching short broadcasts on their devices.
Hence, this has become a new method that brands can use to reach and engage with their target audience. After all, you cannot go wrong with the sense of immediacy these videos produce. That feeling, as well as feedback and engagement, are not something pre-recorded adverts can offer you. Moreover, immediacy can help the viewers avoid that dreadful “missing out” feeling, which is not a feature recorded clips are known for.
Since studies have shown that our brains can process visuals more quickly than words (60.000 times as fast), the popularity is not that surprising. That one video, if it’s creative and striking, can give you much better results, in terms of grabbing someone’s attention and standing out from the rest, than any textual update.
Furthermore, with all the advancements in technology, people tend to spend more time on the internet even when they’re on the move. And, make no mistake, brands have noticed this opportunity, especially since live videos on Facebook are on autoplay. Those videos will play while someone’s scrolling idly down their timeline, meaning there’s a high chance the person in question will stop and watch it. The potential is immense, and it has still not been used enough.
Of course, that potential is not enough if you want to turn leads into conversions. However, evidence has shown that live videos can do that too.
Brightcove conducted a study recently that showed, in the words of Bill Fisher of eMarketer, astonishing results. Namely, 43% out of 47% of adults in Britain who were exposed to branded content on some of the social platforms actually purchased the product or service in question.
So, what does that tell us? According to Bill Fisher, this indicates a strong ROI for marketers. Even though they based this statistic on all videos, not just live clips, it still shows that people are paying attention to the video content social platforms are distributing.
Furthermore, live videos are also showing signs of reputational benefits. Another study, this time conducted by Twitter, unveiled a thing or two about brand favourability. It showed that live streaming an event can actually lead to an increase of 63% in regard to favourability.
Nevertheless, social media, as well as pre-recorded TV and YouTube ads are not yet a thing of the past. It’s just now obvious that live videos are probably going to play a more important role in the marketing mix for a variety of brands that are trying to find new and interesting ways of engaging with their audience.
Success stories
In theory, all of this sounds amazing. However, to actually prove the success of live videos, we believe it’s vital to “paint a picture” with some success stories. Thus, in the following paragraphs, we will examine brands that have proven that live videos actually work.
Land Rover
In April 2016, Land Rover decided to make a step in the right direction and start broadcasting test drives on Periscope and Facebook Live. That way, all their fans were able to see the vehicles in real-time action. The broadcasts were put up on Friday afternoons, and they showed on- and off-road action. Furthermore, the live videos also included Q&A segments.
According to Peter Biven, the Head of Global Digital Marketing at this famous company, those videos allowed them to show their vehicles to potential customers. Moreover, they were also able to engage with fans on social media platforms by using some new and smart methods.
These live videos allow Land Rover to, among other things, show off their products, as well as broadcast content in real-time. Mr Biven, who finds all of this quite compelling, also said that those videos could serve as a replacement for test driving the vehicles. They are a great way to see the vehicles in action before actually driving them personally. Furthermore, the transparency of these videos cannot be compared to that of TV ads or other branded video content. There is no polishing nor editing.
Grazia UK
Another success story is the one of Grazia UK. This woman’s magazine achieved great success with its live publication-making video. Filmed in Facebook’s offices in the UK capital, 14 videos showed the magazine creation. Those videos led to around 600,000 views – an outstanding number. Furthermore, the behind-the-scenes footage also sparked a Brexit…
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