With the rise of apps like Snapchat, Vine, Periscope and Meerkat in particular, the emphasis on real time, disposable video content has risen to new heights.
Nowadays, not all content needs to be polished and heavily produced, and sites such as Twitter and Facebook now supporting live video means that instantaneous live video content could be something to keep an eye on for brands.
But what does it mean for marketers?
With all new platforms, advertisers who test their success gain industry attention and consumer intrigue for trying out a fresh approach. Live video has a low production cost and so long as the inspiring/interesting content reaches your target market it should bring in views and spark interest in your brand.
Video in general engages with consumers and sticks in the mind. Live video has the ability to do this in one of the most authentic and intimate ways. It resonates particularly well with with millennials by providing them with the fleeting, throwaway content that they seem to so desire.
In the long term, the value of live video to advertisers relies on streaming relevant and captivating content to bring in casual viewers.
But it’s not perfect…
As some marketers have found, putting money and resources into a real-time and reactive presence on Twitter often does not add as much value as well thought out, long term ideas or personalised targeting. Simply put, brands going ‘real time’ can be hit or miss, dependent nearly exclusively on audience reach and content relevance.
With live content, there tends to be fewer clear messages that can be conveyed throughout the video – it could be argued that you should save the large scale marketing campaigns for that.
As seems to be the case with new technologies (e.g. 360 degree video or VR), there will likely be some great examples of marketers using live video in creative and effective ways.
But for those of you who don’t thrive on being twosteps ahead of the curve, it may be wise to sit back and see how live video progresses in the coming months.