Whether it’s on Twitch or popular apps like Twitter’s Periscope, some executives feel that livestreams are a genuine way for brands to reach out to audiences.
A new study by Brandlive (via AdWeek) indicates that livestreaming is gaining as much interest as pre-recorded video clips when it comes to brand engagement. Out of those polled, 20 percent plan to test livestreaming to some extent with their marketing plans this year.
According to the poll, pre-recorded video clips still have great interest, but livestreaming is definitely on the rise, with over 25 percent feeling that it’s important. This number could change even more next year, as livestreaming’s popularity continues to rise.
Why do so many prefer this format? Those polled indicated that the most important reason for considering livestreaming has to do with a more authentic interaction with audience, compared to pre-planned and filmed content, like commercials and ad placements. Some also feel that this brings a human element to digital marketing, whether it’s with a popular Twitch star or a streamer that knows how to engage an audience. Furthermore, broadcasts can be viewed again on sites like YouTube.
Steve Gehlen, vice president of Brandlive, had this to say about the report: “Based on the survey results, it’s clear that many consumer product brands and retailers are exploring livestreaming video as a new digital communication channel. With live video, they are interacting with their employees, partners and consumers in a new way that is authentic, engaging and scalable.”
Some companies have already proven how effective livestreaming advertising can be. Last year, Old Spice teamed up with Twitch for a “Nature Adventure” promotion, where users could command an on-screen hero to do wacky things in the environment. The Pokémon Company also took part in live-streaming engagement, airing a marathon of movies and other content to celebrate the recent anniversary of the franchise.
