General growth in live streaming channels
Here, we examine the growing use of live streaming channels for influencer marketing. As streaming and social media see an increase in their popularity – and become almost omnipresent – the choice of social platforms is expanding rapidly. We also review, therefore, which platform might best suit your requirements, based on current options.
Brand awareness and social media subscribers
According to a recent survey carried out by Aimia, a Canadian based loyalty analytics company, more than 11 out of 20 consumers who responded stated that they browse social media to follow retail brands. Almost a third of these users mentioned that they use their preferred network to research planned purchases. In combination, the booming use of mobile devices and live video on social networks look set to represent a significant business opportunity for influencer marketing specialists.
Viewable from mobiles and desktop PCs alike, around half the Facebook Live screen shows the video content. When each live-streamed video finishes, the service converts the footage into a regular video, tags it as ‘was live’ and then makes it searchable – worldwide, if desired. Facebook Live offers customizable push notifications of friends’ activities and other creative tools; without a doubt, this functionality will have helped to attract its 360 million live service subscribers from the total Facebook user base of approximately 1.8 billion. Analytics research has shown Facebook users tend to watch live video for up to three times longer than standard recorded video, due perhaps to the novelty factor or human curiosity surrounding live events. This seemingly higher level of interest in live feeds may, of course, also apply to other streaming platforms.
You Tube’s live video streaming service has been in operation the longest – since 2008 – and is backed by the powerful corporate resources of Google. Like Facebook, this well-known Internet giant does not require a dedicated smartphone application, though this latter option is certainly popular. Similarly, YouTube converts videos that were previously shown live into regular videos, tags them and records the original date. Subscribers can opt for paid user engagement and post videos on Facebook, thus offering additional ways to share stories – and boost marketing traffic. Additionally, the channel provides embeddable links.
Live.ly also offers a dedicated smartphone application also with paid user engagement, including sharing options to Facebook, Instagram, and Twitter. Rich in features, this service uses platform-specific hashtags, features live guests and has a leaderboard – all in addition to notifications and interaction in real time. Bigger than Twitter’s Periscope service, the service Live.ly boasts around 130 million subscribers (2017 figures).
Instagram Live is part of Instagram Stories. Through live streaming, via Instagram, an influencer has the possibility to reach all his Instagram followers. As soon as they go live all their available contacts may join the stream. The difference to Facebook Live is that is that the feed is only visible while the actual stream is online. After the stream is over the video isn´t available anymore through the application although you can save it during the stream.
Instagram Live is on the rise as you can see in its growing numbers of users. In the 25 weeks since launch, Instagram Stories including Instagram Live has reached 150 million daily users. That’s the same number of users that Snapchat’s whole app reportedly hit around June 2016.
Recent market research carried out by Shopify showed Facebook to be the current leading source of online prospects for sales of products and services. These statistics of success extend to conversion rates (from prospects to customers) too – the highest for social media e-commerce, at approximately 1.9 percent. As many as 85 percents of the orders surveyed which originated from social media came via the familiar blue and white logo.