Why Live Video is a Game-Changer for Marketers

Video reigns supreme online — especially for marketers who want to reach new audiences and promote their products. Take for example, the stat that says by 2021, video content will account for 82 percent of all internet traffic. Or the one that says only 20 percent of consumers will read text on a page, while 80 percent will watch a video. So where does live video fit into the mix? Not surprisingly, it’s grown to surpass other video types, with viewers now spending 8x longer watching live video than on-demand. Consumers are not only watching live videos for longer than ever before, but they’re also doing it more frequently. (70% of consumers watch live video every day, according to this 2018 report.) Wild figures aside, let’s dive into why live video matters and explore its unique place in the online video market.

Live = urgency

If you’re looking to engage audiences with your video, your first task is getting people to watch. By definition, live video creates a sense of urgency all on its own. It necessitates a “click-now” mentality that traditional video does not. After all, you can’t bookmark a live event or save it for later (though Vimeo Live does archive all of your events). As consumers, we’re drawn to the idea of something happening on a real — and limited — timeline. By recognizing this, you can make that urgency a part of your marketing strategy.

Authenticate your brand

Live video is a powerful tool to help establish authenticity with current and potential customers. For starters, it’s much more personal and direct than other forms of advertising; it gives you an opportunity to connect with your customers in real-time, as real people. Plus, live video viewers are simply more engaged (more on that below), so you’re establishing credibility with people who are actively listening, and sometimes even participating in the conversation. Personalizing your brand with real people, candid moments, meaningful messages, and entertaining material — these are the kinds of things that can only happen live and in the moment.

Live feedback

One of the coolest aspects of live video is the abundance of live feedback you get from your customers, plus the real-time analytics behind who’s tuning in. Plus, live video is an excellent engagement tool. Case in point? Viewers are 10 times more likely to comment on live videos than their uploaded counterparts. Furthermore, that kind of engagement is proven to increase brand favorability across the board. A win-win.

Fit for the future

Live events aren’t limited to massive corporate conferences and events. There are lectures, sporting events, special services, and other opportunities for creators to more easily connect with their audience. For many, starting a live video session can be as simple as grabbing your camera and hitting record. (However, we do recommend you take some time to consider these other aspects before you go live.)

Encourage action

Finally (and perhaps most importantly), live streaming’s rapid growth is due to just how actionable it is to viewers. And Vimeo Live was built to help you capitalize on all that action. Plus, you can reach your audience no matter where they are, whether watching on your website or natively streaming across all of your social channels, as well as on your Vimeo profile page. With the right information and some professional tips, marketers can utilize live video to strengthen their brands as views continue to rise and audiences continue growing. Give it a try today.

Why Live Video is a Game-Changer for Marketers

Live = urgency

Authenticate your brand

Live feedback

Fit for the future

Encourage action

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