The Power of Live Video
Live video commands the attention of the business world with projections showing a market value of 70 billion by 2021. It's clear live video is attracting a lot of eyeballs, but is it worth it for political candidates?
Before deciding if it's worth it or not, let's get a bit more context as to what live video is and who is using it successfully.
What is Live Video?
Video content has proven itself to be some of the most compelling content on the Internet in 2018. Streaming is all the rage.
But what differentiates regular video from live video? Live video is video that a user broadcasts live to an audience of real people engaging in the same exact space. The hook is that, instead of it being like TV or similar broadcasted video platforms, this iteration of live video goes through social media.
And on social media, people can have an active conversation with the broadcaster. Live video streams are commonly buzzing with comments and discussions that build a feeling of kinetic energy.
To be a part of the action is to be included. This not only allows brands to create more authentic connections with customers, but it also gives them meaningful insights into what customers really want. The combination of live video and social media access spurred an eruption of public interest over the past year.
After Facebook launched its iteration of live video, each major social media platform released its own live video feature. To date, Facebook Live is still the preferred platform for watching live streaming video.
Video Captures Attention
According to Recode, more than 500 million people are viewing video on Facebook every single day. That’s huge. And in four years, 80% of all consumer Internet traffic will be Internet video traffic.
This shouldn’t come as a surprise. Pro gaming is an entire industry that thrives on live video, and it’s booming. And that’s just one industry that drives the popularity of live video!
According to Buffer’s 2018 State of Social Report, 96% of businesses use Facebook, 89% use Twitter, 70% use LinkedIn, another 70% use Instagram, and 57% are active on YouTube.
More Live Video Stats
Brands Successfully Using Live Video
Consider HelloFresh, for example. The brand hosts a live, interactive cooking show where their customers cook along with the host. They get tips from professional chefs and immediate answers to their questions.
Cooking isn't the only option. You could live stream a Q&A like the developers of the popular game Hearthstone did back in June of 2017.
Should a Political Candidate Use Live Video?
The short answer: YES.
Regardless of whether you're a candidate that believes they can speak clearly or with charisma, live video is capturing eyeballs. With our attention split so sparingly across platforms, having the ability to host an impromptu town hall or a Q&A will set you apart from other candidates. You don't need a huge budget or high quality production.
A simple backdrop with clear audio is all that is needed.
Remember how successful Obama's 2012 Reddit 'Ask Me Anything' was? You can now host your own AMA, whenever you want.
Best practices are still emerging, but you don't want to miss out.