In the weeks leading up to the launch of Facebook Live, reports circulated that Mark Zuckerberg was “obsessed” with live video. The fact that Zuckerberg pushed out live video on Facebook and Instagram within months of each other speaks to the truth in that story.
The leaders of Twitter followed by launching their own Periscope-powered live video feature in late 2016.
But what is it about live video that’s making social media giants clamber towards it with such haste? And more to the point, what does this all mean for content marketing?
Benefits of Live Video Marketing
According to research compiled by Twitter, live streaming an event increases brand favorability by 63 percent.
Twitter acquired Periscope in 2015 for $86 million.
Furthermore, 80 percent of Livestream’s survey respondents prefer live video from a brand to social posts. In other words, the contemporary consumer is thirsty for live video.