Live Video Marketing: What You Need to Know About This Hot Trend in 2017

Two years ago, famed marketer Gary Vaynerchuk said this:

“The single most important strategy in content marketing today is video. Whether it’s video on Facebook, Twitter, Snapchat or YouTube, the content you need to be thinking about creating and marketing on social for your business is video. Period.”

The crazy thing about this statement is that he made that declaration two years ago. Fast forward to 2017, and those words still ring true, perhaps even more so now with the proliferation of live video marketing.

So, what’s the big deal with live video anyway? I’ll let Mark Zuckerberg weigh in on that one:

“Live is like having a TV camera in your pocket. Anyone with a phone now has the power to broadcast to anyone in the world. This is a big shift in how we communicate, and it’s going to create new opportunities for people to come together.”

And it’s true. Live video is changing communication in a big way, especially for businesses.

Curious to learn more? Let’s explore the reasons for live video’s popularity and how you can put this to work in your content marketing strategy this year.

Reason #1: Smartphones

Like Zuckerberg said, everyone has a phone. To be more specific, there are 2.3 billion smartphone users around the world, as of 2017.

Why does this matter to live video? Well, it’s two-fold really. Smartphones come equipped with high-resolution cameras, so video recordings no longer require heavy equipment or professional teams to make them. Secondly, smartphones all have app stores that enable users to add social media apps right on their phones. Combine quick and easy access to social with the ability to shoot video on the fly, and you’ve got live video marketing.

Reason #2: It’s a Business Differentiator

Less than half of all businesses currently use live video in their marketing campaigns. Chances are also pretty good that most businesses currently not using live video are smaller businesses. This means that any business willing to make this leap into live video marketing—and that can do it right—is more likely to be noticed ahead of the competition not dabbling in this hot marketing trend.

Reason #3: More Engagements

According to Facebook, people are ten times more likely to comment on live video than on pre-recorded video. For anyone who has spent enough time marketing on social media, you know that engagements are key to your campaign’s overall success. That means click-throughs, likes, shares, and comments. The more of those you can get, the greater a connection you can make with your audience. And with live video, it’s happening in real time.

Reason #4: It’s Dynamic

With non-live video marketing, you put together a script, record a high-quality production piece, and then share it with your audience. That’s a lot of time and work invested in something, only to have to wait to see how people receive it.

Live video enables brands to create a dynamic video experience that adjusts based on the audience’s engagements in real time. Someone asks a question; you can respond right then and there. A major change is about to affect your customers; you can announce it in an impromptu live video. Live video is fluid and flexible, and can be whatever you and your audience want it to be.

Reason #5: Universal Appeal

One of the reasons why live video marketing is so popular right now and why every business should take advantage of it is its universal appeal. Live video can be used to conduct product demonstrations, to launch a new service, to take customers on a day-in-the-life, to share big news, and so on. Whatever your business model, you can find a way to connect with your audience on a more human-to-human level.

Why It’s Time to Integrate Live Video into Your On-Site Content

In addition to the reasons for adopting live video into your marketing strategy, there are a number of reasons why you should turn it around and integrate it into your website.

For starters, most live streaming apps will give you an easy way to either download your live video file or grab a link to it. You can then upload it to your site and create a completely new landing page or blog post around it. There’s nothing that says that a live video is only good in real time. If you’ve shared something of value and interest to your audience, why not give it new life on your website?

Secondly, live video gives you another means for delivering predictable content to your audience, just as you do with your blog. So let’s say you schedule a live video to go up on Facebook every Wednesday at 11 a.m. You can then publish a complementary blog post that offers additional insights into the video content (with a link to the live video) at the same time every week as well. Or you can develop other complementary content (like newsletters, infographics, etc.) to promote the new piece of video content, keeping traffic continually moving around your site.

Lastly, the timing of a live video feed isn’t always going to work out perfectly. Until you know the exact social rhythm of your audience, timing might be a little off. This is why it’s great to always be thinking about how you can recycle your content and give it new life. If you’re going to take the time to create a live video, then invest a little more energy to get it on your site so your audience can easily revisit or rediscover it down the road.

Nathan Oulman travels around the web on his electric scooter looking to share his knowledge of Marketing topics. When he is not busy jamming Marketing jargon down peoples throats , he manages his blog at .