Today’s consumers are searching for unique experiences and engaging with brands on a more personal level. Video has become a key part of the marketing ecosystem, according to market researchers, mobile video is the fastest growing ad format globally. However, pre-recorded videos don’t deliver when it comes to customer engagement. Therefore, businesses should consider incorporating Live Videos into their marketing strategy!

Live Videos are regarded as one of the most engaging mediums for communication. Pre-recorded videos have compelling images and text, but it doesn’t facilitate the type of engagement generated by live streams. Live videos have become a significant marketing tool that can help strengthen the relationship between a brand and its followers. Social media is making it easier to take advantage of the live video trend, including Facebook’s release of live features to all users that enables any brand to use the technology.

When engaging with followers on social media, businesses should remember to offer viewers the ability to affect the content of a live stream, and creating a sense of being part of the event, using features such as polling and Q&As. Live Streaming can be more authentic than TV and Print advertisement because it is more relaxed and unedited. For example, the most watched Facebook live video was ‘Chewbacca Mom’, reaching a whopping 170 million views live and on replay.

How does a video showing a woman sitting in her car wearing a Chewbacca mask and laughing, attract such a large audience? Because viewers could share and engage with her joy, it made them feel good. Businesses can attract potential consumers by means of announcements which are so important to the core audience that they need to see it live, or live streaming backstage at a big event, extending the viewer access to a place, person, or experience that they wouldn’t normally have access to.

Evidence shows that live video can be an effective marketing technique capable of generating more meaningful engagement from viewers and stronger brand-audience relationships.