In today’s online world, people often struggle to keep up to date on digital trends. As soon as you master Twitter, Instagram explodes and changes the market. Each new platform offers a new way for users to interact, and requires a new set of skills. While this can be frustrating, the rapid change is why it is important to keep adapting communication techniques. Now more than ever, you must understand where audiences are connecting with online content and how to use such knowledge to your advantage.
Currently, live-streamed video is the hottest medium for engagement. A few weeks ago, we published an article about the importance of YouTube and online video in 2019. But even more than video content in general, experts predict live-streaming will grow over the next two years.
Why does live-streaming matter?
Already, live-streaming platforms like Facebook Live, Twitch and Periscope are hugely influential. Twitch, for example, generates over 10 million active users daily. Even more, people of all ages are watching live-streamed content, with 63% of 18-34 year-olds watching content regularly. Figures predict that by 2021, live-streaming is going to be a $70.5 billion industry. Clearly, live-streaming is on the rise, and organizations hoping to grow their reach must adapt quickly.
Even more, in a digital world that audiences are losing trust in, live-streamed video is an excellent opportunity to connect more genuinely with audiences. Research has shown that users, on average, spend 3 times the amount of time watching a Facebook Live than traditional video. As users are able to interact easily with the content they’re viewing, live-streaming is surpassing traditional video. Since users create content in the moment, live-streaming generates more comments, shares, engagements, and viewing time, deeply affecting users in an online culture saturated by deception.
How can you incorporate live-streaming?
Live-streaming can unite users across the world for real-time digital engagement. The numbers do not lie: its prevalence is on the rise. Brands can communicate more directly and authentically with their audiences, and create more transparency, building trust. To help you, here are some ways to incorporate live-streaming into your online strategy:
- Announce your next season’s lineup through live video.
- Market an new performance by going behind-the-scenes with the cast and crew.
- Host a Q&A session with an important member of the production team ahead of an important opening.
- Live-stream a talk-back presentation after a performance.
- Make sure to take advantage of online possibilities! Keep digital viewers engaged by answering questions posed through comments.
Good luck, and happy streaming!