Why are brands opting for live streaming?
Experts say live streaming can invite instant feedback and reactions & the biggest advantage is its authenticity
Live streaming has achieved an edge over social media apps and brands have started adapting to the changing scenario, say industry experts.
Most brands have started to let go of the well-rehearsed, scripted and edited videos and are increasingly opting for relaxed, natural-looking live streaming videos, they say. There is a great distrust among users in terms of the products they see and what they receive. With live streaming, brands are now rebuilding that trust among consumers.
International brands like Doritos, Nestle, 7Up, Spotify, Dunkin’ Donuts and Adidas have successfully used live streaming videos in their digital campaigns.
“Anything ‘live’ is exciting and real. Live streaming brings out a slice of life and touches the minds and hearts of consumers. It is like watching a ‘live’ match rather than a recorded one - whether it be cricket or football or Wimbledon or elections or brand promotions. ‘Live’ streaming makes the brand come alive,” said Jagdeep Kapoor, CMD, Samsika Marketing Consultants.
According to Tinu Cherian, PR & Corporate Marketing professional: “Live streaming engages the audience beyond normal videos and photos, while inviting instant feedback and reactions. It helps brands to engage with their fans in real time.”
Live streaming has been giving the social media community an edge and lots of players have been trying their luck in this domain.
However, Kiran Khalap, Co-founder and Managing Director of Chlorophyll Brand & Communications Consultancy, says, “There is no ‘master-stroke in marketing and advertising’ available any longer. New media or channels are not magic bullets, they all need the same amount of rigour in thinking as older media. The greatest advantage of live streaming is authenticity, and yet, as a brand you still have to plan it all.”
According to Khalap, brands need to consider the dimension of the brand they wish to showcase, the objective of the streaming, which is the best platform and why, the best format, and is there a way to increase the ‘half-life’ of the live streaming.
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