The use of video in digital marketing is increasing year on year and it is easy to see why. The moving picture quickly communicates a message that would take double the time to read and is able to entertain us and transport us to another place. However attractive video is, there is no doubt that professional video production takes up a sizeable chunk of the budget. Consider real-time video streaming then, which provides an interesting alternative for marketers.

Current trends in video

The recent introduction of Facebook Live has added a new dimension to people’s feeds. The option to hit record and let people watch the action as it happens is the ‘live TV’ of social media. People tuning into live video can comment in real-time, so the experience is shared. You may have used this feature or have had a feed from friends but have you considered its use within digital marketing campaigns?

Hot on the heels of Facebook Live and Twitter’s Periscope offering, Snapchat (Snap Inc.) is releasing smart Spectacles that enable its users to film the environment from their perspective. This changes the way an individual films, because the camera is positioned at eye level, rather than at arm’s length.

The ‘home-made’ video is a well-used style adopted by marketers to help soften a corporate facade but are often professional productions designed to look as though they have just happened. The social video still allows for a background content plan but removes the lighting, direction and guaranteed sound quality.

How to use live video streaming in digital marketing

In the same way that live television gives the viewer the feeling of being part of an event or show, real-time video offers a different type of engagement.

A Facebook Live video could broadcast a new product coming off a production line, or increase the reach of an event by allowing an audience to view proceedings remotely. The creative possibilities are huge but will require planning and some rehearsal to ensure the video content isn’t too organic! Facebook Live does offer a video editing facility which allows for a quick polish after the event.

As with any new form of communication, the best way to integrate video streaming is to test the audience with some well-planned trials and measure the engagement. You could be broadcasting live very soon!

If you want to try something new, Creative Mettle is the creative recruitment agency for you. We help companies hire in digital, design and marketing roles across Gloucestershire, the Midlands and the south-west.