Livstreaming and marketing

For several years now, brands have understood the importance of video in their sales and marketing strategy.

Today, there are statistics that confirm the potential of video to reach customers and its growing importance in the Internet “landscape”. Currently, 62% of Google searches are for video content, and according to forecasts by American web giant Cisco, videos will represent 80% of internet traffic by next year.

If this craze is of course linked to entertainment, it also constitutes a new commercial and consumption habit. Indeed, adding a video on your social networks increases on average the engagement rate of your audience by 10%, and can increase the conversion rate of the landing page of your site by 80%. This process is not unconscious at all, since 96% of consumers consider video to be essential in the purchase decision process, and 1 in 4 say they have used YouTube to learn about a product they are considering buying (3 billion searches per month!).

If video has become an essential element of a marketing strategy, we can distinguish several categories, and in particular one that is growing exponentially: Live. Often broadcast through social networks (Facebook, Instagram…), a live content generates on average 10 times more comments than a classic video broadcasted on the same network. Also, the average viewing time is multiplied by 3.

Where Internet users are more interested in content with a video, 80% of them prefer to watch a live video rather than read a blog or an article.

So, live seems to arouse the consumer’s curiosity and hold his attention more than any other method, but beyond the additional visibility for a brand or a product, can we talk about a real commercial efficiency?

It would seem so since, for example, more than two thirds of people who attended a cultural event via a live stream will buy a ticket for a similar event in the future. The live event itself is also capable of bringing in money, as 45% of the people surveyed by Insivia said they were ready to pay to watch a live event on the Internet. This system makes it possible to attend conferences or concerts taking place thousands of kilometers away without having to travel. However, the customers of these services are not ready to give up their listening comfort, at least two thirds declaring the quality of the broadcast as the main criterion of their satisfaction, well before the price for example.

Thus, live streaming is a practice that is spreading and will continue to do so, because it facilitates consumption habits and often allows for the establishment of a privileged relationship between a brand and its customers, who become an audience in a way. The “entertainment” aspect creates an interest for live broadcasting, but when it is well adapted to the sales strategy, it becomes a real commercial asset.

While the presence of “classic” videos in a brand’s marketing strategy significantly improves its effectiveness, live video content can further boost interest in the brand, as well as its sales.

Most of these live broadcasts take place on social networks, especially Facebook and YouTube, which together account for more than two thirds of the videos broadcast on the web. Sharing a live broadcast on several of these platforms simultaneously allows to take advantage of this double dynamic.

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