Live video is one of the most engaging content types today, with 100 million internet users watching online video every day. Today, all major social media platforms support livestreaming. With live video picking up in consumption as well as in features, there are several learnings for marketers on how they can capitalize on the growing popularity of live video for their content marketing. Videos on social media also have a higher possibility for virality and generate 1200% more shares than text and images combined. Once you realize it, livestreaming can be used as the new webinars for content marketing.
The bigger question faced by many brands is the choice of video format – livestreaming verses webinars – and which has higher ROI and better suitability for their content marketing goals.
Growth of Live Video
The format and content of livestream varies from brand to brand, but as per statistics from Livestream, 62 Must-Know Live Video Streaming Statistics, “Live video is more appealing to brand audiences: 80% would rather watch live video from a brand than read a blog, and 82% prefer live video from a brand to social posts.”
The value-add of live video is enormous and growing every day. Ever since Facebook launched the livestreaming feature in 2016, the number of users engaged with live video has been on the increase. Every social media platform, including Facebook, Twitter, Instagram, Youtube, and most recently, Linkedin, has now enabled live video features on their platform, to give a channel for variety live video content online.
As per 50 Wheel, “Retail companies and ecommerce websites have seen an average increase in conversion by 30% just by implementing live video and over a 157% increase in organic traffic due to the SEO from their on demand video libraries.”
Webinars form the bulk of the video format called “Video on Demand,” though they include a live telecast component too. Webinars are typically organized by companies for B2B content marketing, and are characterized by a more technically intensive setup, lead capture before the telecast, and limited audience numbers, in some cases. Though webinars are typically live videos, they…