The Power of Social Media LIVE Streaming

In the perpetually shifting landscape of social media marketing, livestreaming has emerged as a powerful instrument for crafting highly personalized and immersive customer experiences. By leveraging the real-time dynamics of livestreaming, brands can engage with their social media audiences in a way that static posts or prerecorded videos cannot replicate.

Here are some statistics that illustrate the appeal of live stream content for social media audiences worldwide:

• 63% of people ages 18–34 watch live streaming content regularly (Source: Statista).
• Live content earns 27% more minutes of watch time per viewing than video on-demand content (Source: Conviva).
• People watch live video 10 to 20 times longer than on-demand content (Source: Forrester).

In this article, I want to share the benefits that livestreaming on social media can offer brands, as well as some practical tips for marketing teams to get started.

Overview Of Live Streaming Options

In simple words live streaming is transmitting live video over the internet in real time. It allows viewers to watch and engage with the video in real-time. Popular social video streaming platforms include Instagram, Youtube, Facebook, Twitter, TikTok, Twitch and LinkedIN

Benefits Of Live Streaming for Social Media Marketing

1. Increased reach and engagement: Most social platforms prioritize live content, with the respective algorithms giving it greater visibility in audiences’ feeds. This can lead to increased reach and higher engagement rates compared to regular static posts or prerecorded videos. The sense of urgency created by a live event—viewers knowing they can only participate in the moment—can also drive more viewers to tune in and engage. Proficient community managers can amplify the livestream experience by engaging with their audiences before and after the livestream, maximizing reach and engagement.

2. Real-time interaction: Livestreaming empowers brands to engage with their audience in real time, fostering a sense of immediacy and personal connection. Viewers can pose questions, share their thoughts and receive instantaneous responses, creating a dialogue that feels intimate and engaging. This level of interaction humanizes the brand, making it more relatable and approachable. Stellar community management enhances this by ensuring every interaction is meaningful and promptly handled.

3. Immediate feedback: The real-time nature of livestreaming allows brands to gather immediate feedback from their audience. This feedback loop can help brands capture valuable first-party data, provide insights into purchasing barriers and enable brands to make swift adjustments and improvements. This responsiveness can enhance customer satisfaction and loyalty. Data capabilities are essential for capturing and analyzing this feedback effectively, ensuring that actionable insights are identified.

Five Ideas To Get Started With Social Media Livestreaming

1. Provide audiences with behind-the-scenes access: One of the most compelling use cases of livestreaming is providing audiences with behind-the-scenes glimpses of the brand. Whether it is a tour of the office or factory, a sneak peek at a new product or an internal event that is broadcasted, this exclusive access cultivates a sense of intimacy and exclusivity. It makes customers feel like they are part of the brand’s inner circle, deepening their emotional connection.

Back in 2014 (!) gaming creator Garrett Sutton created one of the most viewed livestream office tours while visiting the Twitch HQ in San Francisco. This video provided viewers with a detailed look into Twitch's workspace, generating significant interest among Twitch's online community, employees and beyond.

2. Develop personalized content at scale: Brands can tailor livestream content to specific audience segments, addressing their unique interests and needs. By analyzing viewer data and feedback, brands can create more relevant and personalized content, enhancing the overall customer experience. For instance, a beauty brand might host a livestream tutorial on makeup applications, directly answering viewer questions and offering personalized advice based on live feedback. Enhanced data capabilities and generative AI tools can help personalize content at scale.

Cosmetic brand Aveda is hosting a series of live masterclasses featuring makeup and hairstyling specialists like Stacy Reid and Naomi Dove. Aveda also has an archive of all its previous live streams hosted on its website, which helps to engage with customers long after the live stream has ended.

3. Focus on community building: Livestreams can also foster a sense of community among viewers. When people watch a live event on social media together, they share a collective experience, which can be amplified through live chat and active community engagement. This community aspect can strengthen brand loyalty and create a network of engaged and enthusiastic customers. Community managers are key to nurturing these connections, facilitating discussions and maintaining an active and positive community.

One of the top dancers around the world, Ryan Heffington, allows people to dance with him as if they were right in his studio. The two-time Grammy Award nominee shares his skills to connect with thousands of fans three times a week via Instagram Live.

Offering viewers the chance to join an exclusive community of brand lovers can unlock further benefits for marketing activation, as I explained in a previous Forbes article with practical tips to create value with branded communities.

4. Host livestream shopping events: Social commerce has become increasingly popular, blending entertainment, information and shopping. At a livestream shopping event, brands can present new products, explain their features and provide instant purchasing options. This interactive shopping experience can drive immediate sales and create a more enjoyable and seamless purchasing process. Community managers can enhance these events by addressing customer questions in real time and providing support throughout the online purchasing process.

In a collaboration with Rihanna and her cosmetics brand Fenty Beauty , beauty retailer SEPHORA hosted a live product launch and beauty talk. Rihanna taught people how to use the new products in a thirty-minute live session that promoted both brands.

5. Livestream your next podcast recording, offline event or webinar: Marketing teams that are already producing relevant content should consider streaming the production live to social media—whether that's a podcast that you simultaneously livestream while recording or an offline event. Your team has already done the heavy lifting, so tasking somebody to livestream to your social media accounts is a great way to maximize your resources.

Red Bull's Stratos mission is probably the most inspirational example of a marketing stunt that was streamed live all over the world. It featured Austrian skydiver Felix Baumgartner's record-breaking freefall from the edge of space. The live stream of this event was a massive success in terms of engagement and viewership. It garnered millions of live viewers and even more replays on YouTube, significantly increasing brand exposure and engagement for Red Bull .

Summary & Conclusion

Livestreams on social media platforms offer a unique and powerful way for brands to create more personalized and immersive customer experiences. By fostering real-time interaction, offering behind-the-scenes access, and delivering authentic, personalized content, brands can deepen their connections with their audience. Moreover, the community-building aspect and the ability to gather immediate feedback make livestreams an invaluable tool in modern digital marketing strategies.

At TERRITORY Influence (Bertelsmann Group) , we have learned that it is crucial to invest in outstanding community management and sophisticated data capabilities to fully capitalize on the potential of livestreaming. This combination enables brands to create immersive and personalized customer experiences at scale. As consumers increasingly seek genuine and engaging interactions, social media livestreams can help brands stand out and build lasting customer relationships.