The year 2016 saw several companies take advantage of the Live stream video technology to connect and communicate with clients. From Nissan’s live launch of its Maxima at the NYC auto exposition to spaceX founder and CEO Elon Musk’s speech about colonizing Mars at the International Aeronautical Congress, many are the companies who took a step forward and decided to use that technology.
An obvious risk presents itself with the use of this technology, as embarrassing mistakes possibly affecting the image of the company can not be cut off.
Acknowledging the difficulties a company faces when dealing with its public image, as well as how easily it is negatively influenced by the smallest “faux pas”, we might wonder why companies would take the risk of using Live stream videos or, at least, wonder if the returns is worth the risks. So, let’s discuss some of the reasons of why companies would live stream.
First of all, as we know how much people are craving for live TV shows, backstage footage and any kind of videos where transparency is key, it is not hard to imagine that live stream events have become popular very quickly and have often attracted large audiences. Also, as social media such as Facebook have decided to integrate Live streams to their service, the social network effect influences even more people to watch those videos. As an example, last week the first major tennis match where Andy Murray affronted Grigor Dimitrov has been streamed on Facebook. As a result, not only 10,000 spectators enjoyed watching the game at the SSE Hydro in Glasgow, but over 1 million people could also watch the match via Facebook.
Gathering audience is certainly a benefit for companies, but being able to create a community is even more, and that is actually one of the benefits that companies might enjoy from using video live stream. Effectively, viewers are very likely to be part of the company’s target groups as they demonstrate a certain interest to the firm by watching its streams. Also, those viewers are enabled to comment on the video and to communicate between each other, resulting in the creation of a real community.
The engagement of target groups has always been something that brands have been striving for, and being able to allow their audience to experience a strong feeling has always been a holy quest for them. Thanks to this new digital authenticity, people experience a real excitement feeling watching those live streams, which is a real benefit to the company and becomes even more so as we know how inexpensive these are.
Additionally, the business related applications of this technology are limitless, companies can now ask their target audience’s real time opinions about their latest product development, organize online Q&A sessions or even provide some live customer support.
In a sense it is thus true that the use of Live stream may be risky, companies marketing departments may be reluctant to them as they are used to polish every single detail of what is delivered to the public. But Live stream is now the ultimate and the most authentic digital experience that companies can offer to their target groups. Live stream allows the attraction of the attention of large groups of people and even the gathering of information about who those people are. Feedbacks are instantaneous and a real community may be created.
Companies and customers have never been closer from one another, and I believe that the use of this extreme proximity is a real opportunity for companies to connect with their target audience like never before
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Sources
http://www.convinceandconvert.com/digital-marketing/using-live-streaming-video-successfully/
http://digitalsport.co/first-facebook-live-stream-of-a-major-tennis-match-demonstrates-potential
http://blog.hubspot.com/marketing/live-streaming-ideas#sm.0000ozvb2ve3oevgzo92gelqvsv1c
