Move fast, save money, increase engagement: Why live video should be in every marketer’s toolkit

Ashley Faus

Journal of Brand Strategy, 2019, vol. 7, issue 4, 355-364

Abstract: Periscope came online and fundamentally changed the world of video marketing. Now, long-form live streaming like Facebook Live and YouTube live-stream capabilities have been rolled out. Short-form live videos are available on Instagram, and more platforms add live or native video capabilities every quarter! How do you utilise live-stream broadcasts to connect with your community? What are the pros and cons of choosing a live-streaming app over a traditional video, webinar or podcast? What kinds of stories can you tell with these new platforms? In this paper you will see examples of live-stream success from brands across several industries and will learn how to create and execute your own live-stream strategy. In this paper, you will learn how to utilise live streaming with tips for filming, hosting styles, and video ideas. You’ll also learn how to choose the right channel for your video content, and engage your social community.

Keywords: video marketing; social media; live-stream video; storytelling (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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