Videos have not only become an impeccable source of entertainment but also a great tool for marketing and promotion. The level of interaction and engagement with video content is way more than any other content format.
According to a survey by Renderforest, after embedding videos on their websites-
- 78% of websites got boosted traffic,
- 71% of websites increased session times,
- 69% of the businesses got more leads, and
- 54% of websites increased their average sales.
These numbers indicate that video marketing has a positive impact on improving an organization’s presence. Whether you sell a product or service, there is a vital need for creating and sharing amazing videos with your prospects.
The years of 2017 and 2018 were extremely into video content marketing, but what’s in the store for businesses in 2019?
Indeed, it’s live video marketing!
Prospects are drawn to live videos and live events. Live video marketing is more than a powerful trend. For all intents and purposes, it’s a must-have strategy to get ahead of the competition, create compelling content, build a loyal fan base and gain tremendous traction.
If video marketing is a giant pie, live video streaming is one of the biggest pieces from it. Here’s a brief run-down on what you should know and why you should focus more on live video streaming platforms in 2019.
New video formats are trending these days:
No doubt, the internet is overwhelmed with videos. Almost one-third of the internet traffic is from videos, but customers are no longer interested in ordinary videos. They are interested in creative ideas. This is where live video streaming platforms such as Facebook Live and Periscope come into the picture. Another trend which is hard to ignore is the emergence of ephemeral videos. Celebrities, influencers, and models are using Snapchat and Instagram to generate ephemeral videos.
Temporary visual content is expected to saturate the web in the upcoming years. As for live video marketing, 360 degree live videos are gaining momentum in 2019. This case study by Magnifyre reveals that quite a good number of viewers watched the 360-degree video to completion.
Video storytelling is giving amazing returns to businesses. The onus is on businesses to create compelling narratives. The key is to establish an emotional association with prospects.
Bands like Muse and Foals have used 360-degree music videos to add additional layers to their linear narratives. However, it might not be a replacement for the linear counterpart. 360 degree live videos could help businesses and brands to amuse their prospects and deliver better engagement than their competitors with the linear narratives.
In addition to that, 2019 is also the era of virtual (VR) and augmented reality (AR). While devices are still in transition to adopt true VR and AR capabilities, the adoption of the same in live streaming would also be an exciting event. Though the recorded VR and AR experience are already in trend, it’s not unrealistic to hope that 2019 might come with something far sophisticated to enable live VR and RV streaming for common audience.
The Recipe for Best Live Videos in 2019
The recipe for creating engaging marketing videos doesn’t change every year. It’s simple. You should understand the pain points of your customers and provide a feasible solution. You should be successful in building trust, and inspire them to share your videos.
However, the content for live video streaming is a little different. You can learn from how Space X uses live videos to create tremendous buzz on its historic milestones. When it comes to breaking industry news and live broadcasting rockets launch into space, Space X is arguably the best.
Does it impact Elon Musk’s reputation if there are small glitches in live feeds? No! People know that live broadcasting of a rocket being launched into space is extremely challenging. However, they do expect glitch-free recorded videos.
Your product need not be as awesome and exciting as Space X’s Falcon. The key is to provide in-detail product descriptions and delight your audiences. You might want to take a cue from the live product launch events by different tech brands.
Apple is a brand that does not require any introduction. Its product launch events are also as popular as its brand. Despite receiving huge traction on its official events page and YouTube Live, it adopted live streaming on Twitter for the first time in 2018. They knew social media streaming is a trend and there is a greater chance to reach a wider audience with Twitter.
That’s the key. You should know where to stream. Having a presence on as many live streaming platforms will only benefit your brand. Gain the capability to stream on multiple platforms at a time, if you want to adopt live video marketing in 2019. Use a live streaming software that supports multi-platform streaming for your cause.
Live Demo Videos Make Things Clear:
In addition to the streaming of live events, the live demo streaming of your products or services would help you build an unbiased trust in your brand. If done right, live such live explainer videos can remarkably increase your brand credibility and presence among the common audience. They help your prospects understand the benefits and advantages of your products and services.
Image source: fool.com
People often ask me this question – What’s the ideal length of an effective live demo or explainer video? On-demand explainer videos are generally small and coin size. However, there is no industry standard. A live demo should be very comprehensive and should address the extent of the complexity of your products. It’s good to go with a video whose length is anywhere between 5-10 minutes. Anything less than that is of no use for a live session.
Successful live demo videos have great sales scripts. Below are a few words of wisdom.
Your sales script shouldn’t exceed 250 words. Concisely and precisely state how your product addresses industry problems. Don’t compromise on video quality. Last but not least, simplicity in live explainer videos is desirable. Do not complicate and confuse. It will be counter-productive!
Make sure to address the live queries in the real-time. The more demo you show based on the live questions, the more useful you can be with your live event. Moreover, do not forget to announce the live demo event in advance. As it would be a short session, people might not be able to join you if not informed in advance.
Use Live Stories to Enamor Audiences:
A lot of credit should be given to Snapchat for introducing the concept of stories in 2013. By all means, ‘stories’ concept became an instant hit. Soon, other popular platforms such as Facebook, Instagram, WhatsApp, etc., introduced stories. Such copy-cat mechanisms intensified competition.
In 2019, expect more brands to do live short stories to grab as many eyeballs.
Story creation is easier said than done. Stories should be authentic. If you are looking to create a brand story, ensure that it is associated with a central theme. You should be able to eloquently articulate the purpose of your organization. As mentioned in one of the earlier paragraphs, build an emotional appeal. Emotional appeal can be used to forge long-lasting relationships. Once you build an emotional connect, pricing doesn’t matter much.
Do not make the strategic mistake of alienating customers from your brands. Sometimes, the story we tell may not resonate well with prospects. Build a narrative which inculcates a sense of belonging in your target group.
Leverage Behind – The – Scenes Footage:
It’s a good strategy for brands to showcase their human side. Audiences love behind- the – scenes footage. Don’t believe me?
In 2016, Dunkin Donuts took the initiative of hosting a live tour of its facilities. The video covers short episodes of interviews with staff experts. Undoubtedly, the donut factory is a treat to watch. Right from laying out dough to decorating donut cakes, a staff member explains every step in the process of donut creation. If you observe the video carefully, you will realize that the staff member has been working for the company for the past 41 years.
This is a personal milestone. It subtly conveys a very powerful message – Dunkin Donuts values its employees. It’s a trustworthy brand.
A behind-the-scenes show the real work behind a business. The trend started with the entertainment industry, where celebrities tried to connect with their fans showing the real scenes behind the camera. In any business, the behind-the-scenes live streaming can engage the audience with the brand. BTS viewers entice the actual work and struggle of a brand. It does not require any production or planning. Just grab a phone and start streaming what’s happening.
Curious to elevate your brand presence? Leverage live video marketing to showcase behind-the-scenes footage.
Whip Your Viewers into a Buying Frenzy:
Are you keen on drastically boosting your sales? Create a buying frenzy!
How do you create it? There are many answers. To begin with, build brand exclusivity.
Let me ask you a follow-up question – How do you build brand exclusivity? Let’s learn from the master- Chevrolet. As a part of its winning strategy, Chevrolet used Facebook live to whip audiences into a buying frenzy. Its chairperson articulated his thoughts on sustainability and urbanization. He explained the purpose of electric cars and promoted CES 2016.
The exclusive tribe of Chevrolet owners was delighted.
Still not clear? Have you ever seen the live launch events of Apple or Samsung phones?
All those live demos, behind the scene clips, hyper-extended feature explanation with sophisticated animations, the flood of social media hashtags, and crazy launch discounts, everything creates a path to the buying frenzy. As a result, you see people camping overnight outside the retail stores to buy the products the first day itself.
Over to You
Now that you are familiar with the importance of live video marketing, get yourself professional live streaming software that can help you deliver results. Purchase that software which helps you create great video experiences and drive sales.
Founds this post useful and informative? Keep watching this space for more insights on live video marketing. If you have any queries, shoot them in the comments. I shall reply to the best of my capacity. Cheers to 2019!