The realm of digital media continues to be at the forefront of cost-effective marketing. In the age of cheap but capable smartphones and fast internet, the cost of entry into the consumption of digital content is at its lowest point in history.
Nonetheless, if there is one permanent feature you can attach to digital marketing trends, it is their state of constant flux. Although the Big Tech has largely consolidated into a couple of giants that offer the bulk of social media platforms – Google, Facebook, Twitter – where you can find people with the most engagement does not remain the same.
On top of that, the demographics are not evenly distributed even on the biggest social platforms.
Facebook on the Decline
For example, the large bulk of Facebook users are over 65 years old – 41%!
This is great if you want to target those demographics, but not so great if targeting those demographics is a proven waste of time and money for your specific products or services.
To compound the issue, due to countless privacy scandals plaguing Facebook, glaring censorship alongside its dubious value proposition, Facebook engagement has definitely reached its peak.
In fact, according to Pew research data, it seems that Facebook is on a declining trajectory across the board. Here is just a small snippet of these indicators:
- 42% of users have reported a break from Facebook in the last year.
- 26% of users have reported deleting the Facebook app from their smartphone. Of those, 44% are in the 18 -29 age group.
One could say that most people don’t actually care about their privacy. Otherwise, Facebook and similar platforms wouldn’t be able to emerge into a profitable existence.
However, what people do care about is the negativity surrounding Facebook and how it handles its numerous scandals. Remember, one of those scandals was helping the Pakistani government kill an apostate under their blasphemy laws.
In short, Facebook is still worthwhile to consider as your marketing platform, but maybe you should look elsewhere if you want to target a younger, more active demographic.
The Impact of Live Streaming Influencers Rises
Recently, there has been an explosion of live streaming influencers. The most famous ones who spearheaded live streaming into the mainstream are Joe Rogan and Felix Kjellberg (PewDiePie). Just those two guys have a humongous reach of dozens of millions of people.
In their wake, hundreds of people have taken to live streaming as their main source of income. It turns out, people love to have direct interaction and communal engagement in real-time!
Moreover, uploaded streams reach a number of views several orders of magnitude higher later on.
Live streaming influencers receive their income via four main methods:
- Standard monetization of their channel that includes ads.
- Superchats – people watching the live stream pay a certain amount for their chat to be read live and responded to by the live streamer.
- Live streamer points to their own website, or subscribe service (Patreon, SubscribeStar) for more exclusive content.
- Live streamer is in contract with some company, so he/she seamlessly integrates them into the livestream.
Alongside Youtube, other major live-streaming platforms are Twitch.tv, Facebook Live and DLive. And with Livepin, you can live stream from multiple platforms at once – all in real-time!
The content they focus on can be broadly divided into:
- Social commentary, daily life, and news.
Often enough, the boundaries between these categories are blurred. Just like you would expect if you were to interact with someone in the real-world. In fact, this is one of the main reasons why live streaming is becoming so popular.
Why You Should Take Advantage of Live Streaming
Live streaming is unique in the way it achieves interaction with the audience:
- It offers direct communication and feedback in real-time.
- It is authentic due to the basic fact that a live streamer doesn’t have a script. He/she goes with the flow of what audience demands, chats, and what relevant event is happening in the world.
No other type of content has those two important features combined together.
To give you an idea of how popular live streaming is… Steam, the largest gaming distribution platform, integrated live streams into their library of games. So sometimes, if the live stream is indeed live, you can see a live stream of the game you are interested in buying.
The dopamine hit a person’s experiences when a known influencer reads their chat to the live audience, and to the much larger audience that watches the live stream later, it cannot be underestimated.
Such level of direct engagement cannot be done in passive, textual forms of marketing we have grown accustomed to. Moreover, live streams are exciting for the audience because they develop organically. The live streamer may have prepared talking points for the stream, but he/she doesn’t have a script.
How things go will depend on the interaction with the audience, and other people present in the live stream as guests. All of these factors make live streaming extremely compelling compared to other forms of content.
The data on what people prefer is already there. The majority of people prefer:
- Live video over social posts.
- Live video over reading a blog.
According to Director of Digital Strategy, Carolina Herrera, this translates to:
- 73% of B2B businesses report an increase of RoI (Return on Investment) when using live video.
- Good content increases sales intent by 97% and brand association by 139%.
- 39% of executives call a vendor after viewing a live video.
- Videos on a landing page can increase conversion by at least 80%.
- Video embedded in an email can increase click-through-rate by 2 to 3 times.
- 62% of people are more likely to have a negative perception of a brand if the video is poorly produced.
On top of that, influence marketing RoI becomes a measurable indicator with live streaming entered into the equation. This would allow you to more precisely craft your traditional ad campaigns. Additionally, it is already known that live videos’ viewership has steadily increased year-by-year:
- In 2015 by 113%.
- In 2016 by 81%.
- 82% of Twitter users watch embedded video content.
As you can see, live streaming is simply the next step in the video-consuming trend. Although there are many opportunities to be had in the emerging live streaming arena, stats also clearly show that this can backfire if the content is of poor quality. You don’t want poor content to be associated with your brand.
How to Make a Good Live Streaming Content
Good live streaming content is driven by two factors:
- Good production value, which translates to good audio and lighting.
If you take a look at the previously mentioned stars of live streaming – Joe Rogan and PewDiePie – they both possess unique attributes.
PewDiePie is good looking, dynamic, and intelligent. Always ready to dive into any topic with his unique take on things, engagingly connecting disparate content. His Swedish accent only adds to the attractiveness bundle.
Joe Rogan has a fascinating history of being both a stand-up comedian and a martial arts expert, being a four-time Massachusetts taekwondo champion. His imposing masculine physique combined with a constant stream of fascinating guests and topics forms the hook for the audience.
Don’t Let Technical Issues Decrease the Value of Your Content
On the technical side of things, good audio quality is paramount.
Joe Rogan uses Shure SM7B vocal dynamic microphone, while PewDiePie uses AKG Pro C414 microphone. However, you would hardly notice a difference if you were to use a much cheaper Blue Yeti alternative, which has become the audio staple for live streamers.
On the video side of things, it is easy to achieve good video quality with your standard Logitech C922 Pro camera. More important is the lighting. Having flattering lighting will really up the overall quality of your content.
Although you would have to fiddle with the camera settings, the space to maneuver is dependent on how good your lighting is. Ring LED light is the preferred, affordable choice.
Lastly, having a good background is also important for a good live streaming experience. Look no further than Philip DeFranco’s background – color contrast between the foreground and background, pleasant and orderly setting that catches your eye.
The most important thing to keep in mind – making live streaming videos is vastly cheaper than having professional video production. Any game streaming teenager can tell you that, as it takes very little investment in the equipment to achieve professional-looking results.
What Kind of Live Streaming Content Can You Offer?
Essentially, the kind of content that builds trust for your brand.
The mere live interaction with fans will make an influencer have more impact than simply reading a blog post. This is the natural way we behave in the real world, and live streaming simply mimics this mechanic.
For example, you can offer a behind-the-scenes perspective of your operation, to even further increase the transparency of your brand, on top of the transparency inherently held in live streaming.
You can collaborate with a known influencer in your industry, and then create an AMA (Ask Me Anything) session with the live chat audience.
If you hold some kind of important event for your business, why not integrate it with an influencer stream?
As you discover new ways to take advantage of live streaming, the one advantage will become immediately apparent – having constant feedback from the audience will have an outstanding impact on crafting your future social media marketing strategies.
If you’re ready to begin your live streaming journey, be sure to check out Livepin! You will be able to stream from multiple platforms, such as Youtube, Facebook, Twitch, and Twitter. What are you waiting for?