How live stream marketing can benefit brands
Increased audience engagement
One of the critical benefits of live streaming is the ability to create a direct line of communication between your brand and your audience. This instantaneous interaction enhances audience engagement, as viewers can react, comment, and share your content in real-time.
Unlike pre-recorded videos, live streams have a sense of urgency; knowing that the video is happening in real-time encourages your audience to tune in and participate. The potential for viewers to engage directly with the brand and even influence the content through their comments or reactions can create a powerful connection, motivating them to stick around for longer and engage more deeply.
Real-time feedback from the audience
Through live streaming, you can receive immediate feedback from your audience. Whether it’s about a new product launch or a Q&A session, this real-time response mechanism allows brands to not only be more interactive with their audience but understand exactly what they want.
The best part about this is you can gain valuable insights into your target audiences that inform the rest of your marketing strategy. You get to ask for and receive feedback instantly whilst making viewers feel valued and heard. And what does that lead to? Increased loyalty and customer advocacy.
Cost-effective marketing
In comparison to some traditional marketing methods that often require substantial investment, live streaming is incredibly cost-effective. All you need to get started is a smartphone (a robust social media strategy also helps), and you can reach countless potential customers without breaking the bank.
Whether you’re a small business owner just starting out or a multinational corporation, live stream marketing provides an affordable way to reach a large audience, saving on the costs of venue hire, logistics, and manpower required for physical events. It’s a low-risk, high-reward strategy that brands can’t afford to ignore – especially if you use the right influencers to stream to hyper-targeted audiences.
Ability to reach a global audience
From Rome to Rio, live streaming has no geographical boundaries, allowing your brand to connect with a global audience. Regardless of where your viewers are located, they can access your live stream as long as they have an internet connection. This capacity to connect with viewers worldwide opens up new possibilities for brand expansion and recognition on an international scale.
Opportunity to showcase authenticity
We’ve said it once, and we’ll say it again. Authentic content works. One of the greatest strengths of live streaming is the opportunity it presents for brands to be authentic. They are able to be approachable. Live streams are raw, unedited, and real. Forget polished, staged or cookie-cutter ideas. It’s time to get intimate and build a genuine connection with viewers.
Be transparent and consumers will start to see your brand in a new light. If this is part of your wider strategy – even better. This transparency builds trust and loyalty among your audience, leading to stronger customer relationships and ultimately boosting your brand reputation.
Selecting the right live stream platform for your brand
Not every shoe fits. Choosing the right platform for your strategy is crucial for live streaming success. Each platform has its own unique set of features, audience demographics, and content styles. So choose wisely.
Instagram live
Instagram is one of the top platforms to engage users on Lives. Roughly 20% or 1 in 5 Instagram users watch an IG Live stream, so it’s definitely a popular format on the channel. It also allows you to co host, share questions from your viewers to the screen, and see real-time viewer comments that can help increase engagement.
Moreover, Instagram is inherently visual and creative, offering a great backdrop for brands to showcase their products. Whether you’re hosting a live workout session, a cooking demo, or a product launch, Instagram Lives can keep even the most wandering minds focused. Influencers can help with that, too (more on that later).
Best for: Brands looking to target Gen Z and Millennials through interactive content and product launches.
TikTok live
TikTok, while particularly popular among Gen Z, is now being adopted by a wider demographic. This is the OG of authentic social media apps. With its video-first interface and nack for community building, it’s a powerful platform for live stream marketing.
TikTok’s unique algorithm provides an unparalleled opportunity for brands to go viral and reach a large audience quickly. Its live streams have similar features to Instagram Lives, with options like Q and A and cohosting. Because TikTok is a place where communities grow (it has so many niche groups on the platform), TikTok Lives present an opportunity for brands to reach these audiences.
YouTube live
YouTube Live offered live streaming way before it was considered “cool”. And since it’s now the most popular place to watch live content, brands are going to want to get on board. On YouTube, you can not only stream live but also schedule events ahead of time. Other platforms do this too, but on YouTube, it’s all about the hype. You can create a live experience ahead of time and schedule it easily. It’s an ideal platform for longer-form content, such as webinars or tutorials. Given YouTube’s nature as a search engine, this platform also helps with discoverability, as your live streams can be found through keyword searches even after the broadcast has ended.
Twitch
Twitch is a platform that puts live streaming at the heart of everything. Originally made for gamers, Twitch has now evolved to be much more than just a gamer’s haven. It’s become a hub of activity for all kinds of communities, and people turn up to watch different kinds of live streams. In a world where community is becoming king, it’s a key channel for brands looking to harness the power of live streams. An impressive feature of Twitch is its real-time chat that runs alongside the live streams. It’s an essential part of the platform, enabling viewers to interact directly with the streamers and among themselves, forming communities around shared interests. It’s not just a side tool, it’s a fundamental part of the Twitch experience. They have made community building and interaction inevitable.
Brands can leverage Twitch to host Q&A sessions, product launches, and other interactive content. Furthermore, Twitch’s unique culture and community engagement features provide brands with opportunities to build strong, engaged communities.