Social media and Livestreaming
Social media platforms as we know today started to rise at the beginning of the 00’s. The possibility to exchange in real time is one of the main reasons explaining the success of such platforms. The best example: Twitter. With its 330 million users, the key success factors of this social network is the instantaneity of its messages. “Live tweeting” is a common thing, and especially appreciated by Twitter followers. Yet “Livestreaming” is bringing real-time exchanges to another level.
But, what is a “Livestream”? Well, in simple words, it is a video broadcasted over the internet in real-time. This step forward in direct communication explains the development of video Live Streaming platforms such as Instagram Stories, Facebook Live, DaCast and many others…
Nowadays, a few brands have been successful using livestreaming. Benefit Cosmetics is a good example. The brand has succeeded to create a real rendez-vous with its customers through Facebook Live. Two women working for the brand present some tips for customers, and answer to their questions in live. This event brings more than 10K views to the brand each week.
But why is it a revolution for brands?
First, brands could attract new customers by adopting a “Pull to Many” strategy. Contrary to a “Push to Many” strategy which aims to push the product or service towards the customer, the “Pull to Many” tries to attract as many potential customers as possible. The exclusivity of video live streaming is giving this feeling of urgency. Thus, it participates to the will of users to attend these livestreaming sessions.
Secondly, livestreaming requires of bit of preparation and of time to get used to it. But it is still direct, and leaves small time to think. Brands have to get creative. They have to exchange with their customers, make them want to stay and learn more about them and their products or universe.
Thirdly, the viewer is not passive anymore. He interacts via live chats and shares its opinion with all the participants. For brands, these kinds of exchanges are a good opportunity to get access to direct reviews and feedbacks. Therefore, it is also an opportunity for brands to improve themselves.
Finally and mostly, these interactions take place with real persons most of the time. They give to companies a new image of more real and accessible brands. Who wouldn’t want that?
But let’s face it, the most interesting part of livestreaming is its potential in the future. Many technologies are developed and implemented nowadays, and they could be part of the future brands’ livestreams. Imagine participating to a livestream and an avatar appears to answer all you questions thanks to AR. You could even discover a brand entire world via VR. All these options could be possible in the next few years during livestreams.