Harvey Cossell, Head of strategy at CMO by Adobe
, gives great insight to the marketing value of live streaming.
Why Livestreaming Could Transform Your Brand
On 6 January 2016, a puddle formed in Newcastle. It was 1.5 metres wide and blocked a popular pedestrian route, making it difficult for pedestrians to get across. So far, so innocuous.
But when a local marketing agency pointed a camera at it and livestreamed people’s often comedic efforts to cross this harmless puddle, it attracted an audience of almost 20,000 viewers on Periscope and became an instant online sensation.
Livestreaming is nothing new, but in the UK this was a watershed moment (pun not intended). It was the start of a paradigm shift towards live, unscripted, unedited perspectives on the world. That desire for authenticity, which underlies so much of marketing today, is a key driver behind a phenomenon which now sees 63% of Millennials watching live content and nearly half (42%) having created it themselves (UBS
So what does this mean for marketers? And how can CMOs best use this new way of communicating with consumers?
The Marketing Value Of Livestreaming
If a picture is worth a thousand words, then one minute of video is worth 1.8 million words–at least according to research by Forrester
. Video content is exponentially more powerful and more engaging than written content when it comes to marketing value. Our brains process video 60,000 times faster than text, making the content more inviting and easier to engage with.
Livestreaming takes this one step further, offering an experience that immerses you more deeply. Viewers feel more involved because they are sharing an experience that is happening right now, almost as if they are in the same room. And the absence of post-production editing gives the content a rawness that feels more real and more substantive.
Learn more here