Phạm TúThe open communication and interactive nature of live streaming are increasingly connecting customers with brands. Since 2016, this platform has emerged as an essential tactic in marketing campaigns, particularly in influencer marketing. Let’s delve into the compelling statistics surrounding live streaming, highlighting why it’s a smart choice for social media campaigns.
Over 80% of internet users watch live streams
2016 marked a turning point, with over 80% of internet users engaging with live streams on social media. According to Livestream.com, users show a greater preference for live video product demonstrations compared to other forms of brand advertising and marketing. In event marketing, live streaming significantly amplifies audience engagement, especially when broadcast from KOLs’ personal pages.
YouTube Live led the way, but Facebook takes the lead
While YouTube remains unmatched in video hosting and playback, making it an early leader in live streaming, Facebook has steadily gained ground. Research by Statista reveals a shift in user preference. In June 2016, 21% of respondents watched live videos on YouTube, dropping to 16% by November. Conversely, Facebook’s viewership rose from 14% to 17% during the same period.
Nearly 10 million people stream on Twitch daily
Although not a general live-streaming giant, Twitch dominates the game streaming landscape. With 9.7 million daily users consuming streaming content, its user base rivals other social media platforms. Moreover, over 1 million users upload gaming videos monthly, attracting 45 million viewers.
Currently, Twitch is the go-to platform for gaming tournaments and esports live streaming, making it a prime choice for game marketing campaigns featuring popular gamers.
Facebook Live videos are watched 3 times longer
Facebook’s data reveals that, on average, viewers watch live streams three times longer than traditional uploaded videos. Furthermore, live videos exceeding 30 minutes consistently attract larger audiences. This is attributed to varying user online times, with longer streams offering greater viewing flexibility. Additionally, extended live videos pique viewers’ curiosity, encouraging them to watch till the end for the full experience.
Live videos generate 10 times more comments
For increased Facebook video engagement, live streaming is the answer. Facebook reports that live videos receive ten times more comments than regular videos. The real-time interaction between broadcasters and viewers, coupled with authentic engagement metrics, makes live streaming a compelling choice for outdoor events and interactive brand experiences.
Important considerations for marketers
While live streams generate substantial interaction, marketers must ensure comments are relevant to the brand and not solely dominated by KOL mentions. To enhance brand recall, KOLs can incorporate product demonstrations or tutorials within their live streams, showcasing product effectiveness, as demonstrated by TRESemmé.
Phạm Hương’s behind-the-scenes video for the “Beauty War” campaign, showcasing TRESemmé’s hair styling products, garnered nearly 500,000 interactions, with significantly higher brand-related comments compared to her other posts.
Conclusion
Given its rapid growth and engagement potential, live streaming is poised to dominate social media. By effectively leveraging this platform, brands can strengthen customer relationships and gain a competitive edge in today’s dynamic social media landscape.
