The popularity and prevalence of video on social media channels continue to grow.

Videos are no longer a “nice to have” — they are now a necessary part of any brand’s content marketing strategy.

Video content is easily processed by our brains a lot faster than text. Videos are also better able to evoke emotions or personal connections to your content, prompting viewers to keep watching and seek more information.

It makes sense that brands and companies are using more and more videos, but what are the benefits of live videos?

Pros: Live video

Live videos typically receive a higher engagement than recorded ones. Ephemeral marketing creates a sense of FOMO (Fear Of Missing Out) since the videos will only be available to watch for a day on some platforms and disappear instantly on others (Facebook, Instagram, SnapChat). Their short-lived nature also prompts higher engagement from viewers through comments, likes and shares. The ability to live-chat with your audience also increases engagement even more, as it creates the feeling of a personal one-on-one conversation. Because you are also able to put money behind live videos now, you can tailor the audience and reach a specific market.

In live video, much like on live television, accidents and bloopers happen. But this real-life, often quirky authenticity creates a stronger connection with the audience, who can relate to a more realistic, flawed person as opposed to an always-perfect façade. In fact, 79% of users believe that live video provides more authenticity and 82% prefer seeing live video over social posts.

Because there is no editing, retakes, etc., live video costs very little to create. By simply having the right backdrop and/or environment, a live video can be extremely successful and well received.

Cons: Live video

Since live video cannot be edited, uncontrollable things can happen – such as items fall over, words get mixed up, key messaging is forgotten, etc. There is also the risk of technology failing. Slow internet on the viewers’ end can result in glitchy video, low quality or constant buffering and can be frustrating.

There is no best practice on when is the best time of day to livestream on your channel. For this reason, the timing of when to post can be a hit or miss with your audience. For example, if you have an audience in Australia and you are live-streaming in Canada, the odds are high that Australians are not going to view your video in in the middle of their night. This is one of the challenges ephemeral marketing presents.

Now if you create the video of a lifetime, be certain to remember it because it will not be saved. So far, only Facebook and Instagram allow you to save a live video in your profile archive.

To summarize, this is what you need to know about livestream videos:

  • Like recorded video, live-streaming videos cast a wide net. Your video could reach anyone anywhere in the world with an internet connection. Because there is no editing feature, there is no way to take back content – once something is said or done, it’s out there.
  • How will you learn about the audience that saw your video? How did they interact with the video?
  • What data will you collect? Instant sign-ons? Sharing the live video URL?
  • What is your ROI? How do you measure the live video as a success for the time put in?
  • Aside from awareness, it is unrealistic to expect a livestream video will deliver anything more than that.

Not sure how to incorporate video in your campaign? We can help with that. Check out our sizzle reel to watch some of the videos we have created for our clients.