Live streaming puts audiences back in touch with real people
Your video on demand (VOD) platform runs on pre-recorded content, and for good reason: it gives you control over quality and helps you reach audiences from different time zones, locations, and budgets.
But increasingly, audiences are spending time (and money) engaging with live streaming content, which comes with a surprising number of benefits that make your brand more robust and enticing to audiences.
The most immediate of which is live streaming’s ability to bridge the gap between the in-person and online experience.
A recent survey on live events found that 66% of participants identified as
“starving for experiences that put them back in touch with real people and raw emotions”1
but accessibility, cost, and Covid-19 unpredictability prohibit many from joining in on the fun.
1 Lavigne-Delville , Melissa, and Amanda Fraga. “The Power of Live: Global Live Music Fan Study.” Live Nation, 2018.
Live streaming is the injection of excitement and connection those audiences are craving, and brands providing an outlet for that FOMO are seeing an increase in participation.
There are benefits to cost, too. Live streaming is cheaper than hosting an in-person event, requires less staff, and lets you upsell tickets to the live event prior to adding the recording to your VOD platform.
But perhaps the most surprising way live streaming complements your recorded content has to do with audience behaviours.
Live streaming audiences don’t just passively watch content - they’re actively engaging with it in a high-quality way. They’re spreading the word through text and email, searching for topics brought up in the moment, and engaging with the brand on social media.
In other words, they’re generating buzz about your event while they watch.
2 “Why You Should Care about Live Streaming.” Neil Patel. Accessed August 3, 2022. https://neilpatel.com/blog/live-streaming-importance-2018/
And by hosting your live streamed event on your own VOD platform, you not only control and monetise your content, you can gather valuable insights into your audience that help you tailor it to those most interested in your brand.
Entice your live streaming audiences who live nearby to join your next in-person event, invite those on mobile devices to download your app, share news about upcoming events featuring your viewers’ favourite speakers, and curate your content with your audiences’ specific interests in mind.
So how can you maximise the benefits of live streaming for your VOD platform?
Here’s some tips to get you started.
- Build excitement with countdown clocks, teasers, and behind-the-scenes looks
- Foster community by enabling comments, live chat, and live social media prompts
- Promote accessibility and inclusion with events designed for audiences of all abilities
- Generate revenue by upselling live content and attracting sponsors
- Give your audience more of what they want through engagement and reporting tools