Which Livestreaming Platform Should Your Business Use?
“When deciding which live streaming platform to choose, you should consider your audience, the platforms where they can be reached, and your goals.”
Did you know that 93% of marketers already use video for online marketing, sales or communications? And 74% of all internet traffic will be video by 2017! It’s true according to research from Brainshark.
Social media platforms including Facebook, Twitter and Snapchat know that video is here! I’ll check Facebook in the morning and 8 out of 10 posts on my newsfeed are videos. Twitter supports video inside its feed and Snapchat now provides video chat between its users.
— Miguel Lopez (@migzgoes) April 6, 2016
Brands and professionals have been flocking towards video marketing but live streaming adds another variable to the equation. When deciding which live streaming platform to choose, you should consider your audience, the platforms where they can be reached, and your goals.
A few of the current players in the growing market include Facebook, Periscope and YouTube.
Facebook is trying to push live streaming really hard by sending its users a notification whenever one of the brands or professionals they follow is streaming online. The notifications can be used by businesses to attract their Facebook fans to tune into the video.
Buzzfeed live streamed a couple of their employees wrapping rubber bands around a watermelon last month and everyone lost their freaking mind!
More than 800,000 people tuned into the live stream at one point, including me. The internet media company has mastered the psychology of click-baiting and creating eye-catching content. That means Facebook’s live streaming feature can only compliment Buzzfeed’s online presence.
Use Facebook’s live streaming service when you already have an established following and brand advocates that are willing to share your video content on the social media platform. Facebook’s video content can be viewed on both mobile and desktop.
2015 was a huge year for the live streaming mobile app. They were acquired by Twitter, they launched, and became Apple App Store’s App of the year. Periscope now creates more than 40 years’ worth of video per day! The app itself is easy to use, and integration between Periscope and Twitter also makes it easy to share live streams with your followers.
Businesses can use the mobile app for live AMA sessions, news conferences or reporting the weather. NYC-based startup Oliver, the Uber for finding your next apartment, started using Periscope to live stream apartment showings. Digiday lists 5 ways brands are using Periscope more in-depth or you can view Periscope’s global list in the app for more ideas.
Note that Periscope allows its users to save their live streams to their mobile camera rolls, which can then be uploaded to Facebook or YouTube to increase future audience and brand awareness. Sending emails, and automated tweets and Facebook posts to your followers announcing future Periscope sessions can further increase live streaming audience.
YouTube is synonymous with video content, however they’re lagging when it comes to live streaming. In fact, YouTube is still developing its own mobile app, YouTube Connect, that is designed to be Google’s direct competitor against Twitter’s Periscope.
As of now, YouTube allows live streaming features to video creators that are verified and in good standing with the rest of the YouTube community. The live streaming feature is popular among users ranging from the video gaming community all the way to the financial industry! Who would have thought that you can get lessons on finance from ‘Pharma Bro’ Martin Shkreli?
One of the differentiators between YouTube and the rest of the competition is the awesome ability to interact with your followers by inviting them to join the live stream. YouTube also allows live chat within the stream to further allow engagement between video host and viewers.
You don’t have to compromise when it comes to livestreaming
Live streaming is facilitating the exchange of information and entertainment. As the years go by, video content and live streaming are going to continue to grow in popularity.
Facebook, Periscope and YouTube may be battling each other for the live streaming market but that doesn’t mean a company is obligated to only to use one of the platforms. After all, each of the platforms have their own strengths and weaknesses.
Integrating live streaming into your company’s video marketing strategies is possible and alignment between the three platforms is also possible. This can result in massive spikes in brand advocacy, awareness and engagement with followers when used the right way.
Sign up here for our weekly digest of top articles, industry news, and conference announcements
Learn more about the next edition of Social Media Week, and how you and your organization can join us for an incredible week!
Want to write for Social Media Week?
We're looking for individuals around the globe to contribute articles on marketing, media, technology, and more.