Interestingly enough, both agencies and marketers want to invest in Live video. Facebook, Youtube, Snapchat, Periscope, Vine and other platforms are in the spotlight of live video content distribution. Is Video Live Streaming the future of digital marketing strategies?


‘Brevity is the soul of wit’ trend

Micro Vs Short Vs Long Form Content

Short form of video content makes it the perfect fit for online advertising and social platforms. It reaches an audience and doesn’t annoy to users and doesn’t take much of their time. That’s why 41% of the respondents try to invent the short form content, with 25% of them staying in longer form and 14% of them exploring the idea of micro content (videos that last up to 5 seconds). Short form content is becoming very popular, but it doesn’t mean that there is no room for long videos.

Platform Consideration For Live Stream Video Advertising


Video Live Streaming on Social Video: History

Undoubtedly, Facebook is a social media giant and great choice for a brand: brand can both to expand its audience and reach its existing audience. Today it remains the most popular platform. YouTube is the second most popular platform. However, there are many platforms for live video to explore. For example, Snapchat and Periscope are on a rise in the usage of video live streaming, too. Is Video Live Streaming the future of digital marketing strategies?

According to a survey by Brandlive, last year 44 % of businesses already tried video live streaming, while 20 % are planning to do it as soon as possible. Undoubtedly, video content will be a key trend in the future and there are some tendencies we should mind.


Video Live Streaming on Social Video


Video live streaming reached its peak because of the wide availability of gadgets and their integration to social media platforms. 2015 was a turning point in this aspect. Twitter’s Periscope, for example, has changed the way businesses and people share stories completely. The same year Facebook launched its video live feature, too. This year, Facebook officially announced that it will now prioritize live streaming videos over regular ones. It won’t come as a surprise that YouTube remains the leader in video content. In March 2015, the platform re-launched its live streaming feature. Moreover, it’s reported that the site is developing an app to rival Periscope. Furthermore, August 2 2016, Instagram launched its Snapchat-style feature Instagram Stories that allows users to share photos and videos in a slideshow format.


Pros and Cons of Video Live Streaming

Some people would say that Live streaming and regular videos are almost the same thing. However, there is a difference for people with business purposes, and they should make the right choice. Let’s have a look at pros and cons of Video Live Streaming.


  • Exclusive content. Although there is an opportunityfor users to save the broadcast for later (e.g. Periscope on Twitter), people have the feeling of urgency to create the exclusive content to earn more viewers.
  • Real-time experience. The biggest reason why video live streaming apps are so popular today is that people want to become part of stories as they happen right at the moment.
  • Inside peek. Nowadays you can become part of someone’s life instantly with a click. Meanwhile businesses can give a sneak peek at their company culture, production, and operations.


  • Technical issues. Digital marketing tactic is the main drawback. You want to ensure your viewers don’t have performance problems while the streaming is going on.
  • Content concerns. The question of what sort of broadcast you going to introduce is still one of the major question. You should correlate your business goals to entertaining purposes of the audience.
  • Budget/Staffing. Are you ready to spend money on video live streaming and how much?

Questions to Consider

Here are some steps for successful video integration strategy:

  1. The first thing businesses should mind before using video live streaming is their business goals to build digital marketing strategy correctly.
  2. Then businesses should define their target audiences and the sort of videos they watch.
  3.  To find out what platforms targeted audience uses more frequently
  4. To ask yourself what your budget is
  5. Where will you stream your content? For instance, on mobile app, social media, blog etc.
  6. What kind of broadcasts will you create? It can be company culture, behind-the-operations, how-to’s, etc.
  7. How and who will do the analysis of the results of the campaign
  8. How long do you plan to run the campaign? And what will you do in case of failure?

To sum it up, live streaming videos can be challenging, that is why it’s important to have a “plan B” in case things will go wrong.


The Future of Video Content

Video content leader YouTube seems to have the answer: 360-degree videos. The platform is now developing the feature and some special equipment to make it possible to give viewers 360-degree experience. The trend began when Red Hot Chili Peppers released an interactive music video in 2012. Who knows, there may come a time when 360-degree will be live streaming as well. Time will tell.

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