Brands Are Using Live Videos to Create an Authentic Brand Image

Arani Chaudhuri
Founder, and CEO at Iarani Inc.

1st June, 2018

Live videos started as a niche but have gained momentum and have been adopted by the likes of Facebook, YouTube, Instagram, Snapchat, and Twitter. A live video stream is any broadcast to an audience in real-time.

Social media video engagement is going to be through the roof in 2018. Here are some statistics that might convince you:

According to eMarketer, companies that use videos in their marketing grow revenue 49% faster year over year than those which don’t. High-quality video content is one of the best ways to grab people’s attention. This could be in the form of Facebook videos, YouTube videos, Twitter videos, or live videos.

However, overly scripted and promoted content turns the viewers away since it becomes apparent that they are advertisements. This makes the viewers feel disconnected instead of engaged. It is crucial for companies to create authentic content that engages the viewers and resonates with them.

Live videos started as a niche but have gained momentum and have been adopted by the likes of Facebook, YouTube, Instagram, Snapchat, and Twitter. A live video stream is any broadcast to an audience in real-time. By 2021, live video revenue is expected to reach $70 billion. According to Facebook, 78% of their audience is watching live stream videos. Apart from engagement, this also a way for brands to promote authenticity and transparency. Since live videos are unedited and spontaneous, they are perceived as more personable than regular videos. This is a trend that businesses should adapt to in the near future.

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