The Benefits of Live Video Broadcasting for Brands

The Benefits of Live Video Broadcasting for Brands

Philippa Dods
21 June 2018

Live video, or live streaming, is the real-time broadcast of an event on the Internet, used mainly on social networks.

But what are the advantages of this video format?

And on which platforms should you publish it?

Live Video is Making an Impact

While its no surprise that video content has been dominating the social scene for many years, it’s evident that live video has been making an impact in 2017 and 2018.

A recent study by LiveStream reveals that 82% of respondents prefer to watch a live video from a brand rather than ordinary social media posts. The impact of live videos is also present in Sales as 67% of audiences who watched a live video purchased a ticket to a similar event. Content in this format is making an impact due to its ability to involve everyone – it is popular amongst audiences of all ages – and it encourages engagement. It’s a great way for brands to interact directly with their audiences and for consumers to ask relevant questions. You also have the option of saving your live video for audiences to watch at a later stage – and still, it performs well.

80% of people prefer to watch a live video than a regular video.Click To Tweet

Companies are becoming increasingly more aware of the impact of live streaming and the engagement it allows, especially with the introduction of Periscope, Twitter’s live video partner, Facebook Live, Instagram Live, YouTube Live and LiveStream to the market. With all these new updates and partnerships, is live video just a short-lived trend in a saturated market or is it here to stay?

Choosing Your Perfect Platform Starts with Knowing Your Audience

Of the top popular social media networks today, most have their own live video platform, with its own advantages. They key thing here, as with choosing any social network for regular sharing of content, is that you have to choose the platform that your audience is already on, instead of broadcasting on a network and just hoping for your customers to arrive.

So before you do anything, make sure you know exactly who your customers are, what content they enjoy, which platforms they spend their day on and what motivates them.

  • Facebook Live

Unsurprisingly, Facebook comes out tops in popularity here. If you only want to implement live video on one social media network, choose Facebook. It usually has the furthest reach and it also has some incredible features. These include:

  1. You can go live on both desktop and mobile devices.
  2. The ability to use forward-facing and front-facing cameras on mobile, even switching them while live.
  3. Notify your followers you’re going live.
  4. Save and immediately share the live broadcast once its finished onto your Timeline, which then becomes a permanent video.
  5. Allows your audience to interact in real-time, with both comments and reactions.
  6. Both Page admins and designated “live contributors” can go live on a Page.
  7. Facebook shows your views and engagement metrics.
  8. Ability to pin comments to the bottom of a video, bringing it to the attention of other viewers.
  9. Split-screen videos allowing you to invite contributors to join you live.
  10. Schedule a live broadcast before it happens to help promote it.

Facebook Live - Meltwater Africa Blog on Live Video Content

  • Instagram Live

Instagram’s live platform is part of its story feature – the ephemeral content sharing feature. Fortunately, they’ve rapidly expanded the feature, and now the live broadcast can not only be shared to your story after it’s over, but it can also be saved to your camera roll so it can be shared on other platforms.

One of the best parts of Instagram live is the visibility boost it can give you. Your live video will automatically stand out in the stories feed, and it may also be featured in the Live section of Instagram’s Explore section. This can help connect you with users in your target audience who haven’t heard of you before.

  1. Broadcasts within the app, and both front-facing and self-facing cameras can be used.
  2. Your followers will be notified when you go live.
  3. Users can interact with your video in real time, by commenting and engaging.
  4. Invite chosen guests to your livestream.
  5. Basic Instagram analytics show you viewership and engagement rates straight after your live video is finished.

Instagram Live - Live Video Platforms

  • YouTube Live

YouTube Live has an air of exclusivity as it can only be accessed by accounts with 100 or more YouTube subscribers. This lends itself to brands and influencers that are already well-established on the platform, which can be much more appropriate and direct for your business. Some of its main features include:

  1. Being able to schedule live streams in advance.
  2. You can stream from either desktop or mobile.
  3. You can create events, which allow you to enable backup streams.
  4. Ability to interact with users thanks to the live chat option.
  5. Monitor the video with real-time analytics.
  6. Easily share it to other social media sites with social sharing buttons.
  7. Once you are finished your live recording, it will be automatically archived in your video manager; you can then share this video publicly.
  8. Adjustable privacy settings and decide who can watch.
  9. A red “live” label is shown, which shows up on the home page of YouTube and boosts your visibility.
  10. You have the choice to make video watching statistics viewable by the public.
  11. Automatically block spam messages.
  12. Customizable rights and ownership.
  13. Allowing or disallowing embedding of the video.
  14. Allowing or disallowing up to 4-hour playback during the live stream.
  15. Ability to set age restrictions.

YouTube Live - The Top Live Video Platforms

  • Periscope

Periscope is the live broadcasting app that is connected to Twitter. It actually came before both Facebook Live and Instagram Live, but the latter two have grown to be more popular in overall numbers. Periscope has several great feautres, including:

  1. Both Periscope viewers and the video’s owner can share the video to Twitter, where it will live indefinitely and can help boost engagement.
  2. Users may be notified when your live video begins.
  3. You can auto-save the broadcast directly to your camera roll, allowing it to be shared on other social platforms.
  4. Periscope has its own engaged audience; just make sure you set your videos to public so you can take advantage of that visibility.
  5. Comment moderation features
  6. Video stabilization features
  7. Ability to interact in real time with viewers, who are reacting and engaging with the live broadcast.

Periscope Twitter - Live Video

The Best Time to Go Live (Hint: The Possibilities Are Endless!)

  • Events and Conferences

Events are conferences are a great time to go live as there is always a lot going on. You can video guests arriving, presentations by keynote speakers, networking, interviews of guests and how they are enjoying the event. It can be especially impactful if you are broadcasting to an audience that would have been at the event or conference, but can’t make it due to geographical circumstance.

  • Discussion Panels

Live streaming a panel of people discussing a certain topic can be hugely beneficial as it’s not just something happening, it’s informative and insightful too. Viewers can ask questions, which can be filtered through to the panellists to answer, and viewers can take away actionable insights from the live video.

  • Q & A Session

Or, simply hold a Q & A session with your audience. Your followers and customers might have a multitude of questions about your products or services, but it’s also an effective way to promote your brand authenticity and transparency. In an especially tough situation, like during a crisis, it can be to your advantage to position yourself as a company that puts their customer first and is always honest with their audience.

Using Live Video at Events and Conferences

For more information on how media intelligence can help with your social media and video content strategy, reach out to the Meltwater India team today, or book a free demo to see our media monitoring software in action.