With nearly every major social network offering some form of live video streaming, the possibilities for other digital technologies to adopt the increasingly popular content format are nearly endless. The following speculations are based on trends we have seen of where and how live streaming video could affect marketers, publishers, and social influencers next.
LIVE VIDEO IN THE SERP
As user intent becomes increasingly important for search engines, new and exciting result types may continue to develop within results pages. Google already features live score updates during major sporting events, indicating the opportunity for the search engine to display live video and elevate the search experience. Google’s partnership with Twitter and Twitter’s partnership with the NFL could be a gateway into live video search results.
LIVE COMMERCIALS BECOMING MAINSTREAM & PRE-ROLL LIVE VIDEO
After successfully airing live commercials during its televised production of Hairspray, NBC showed marketers the possibilities of leveraging real-time video content for commercial benefits. Advertisers participating in the live event had to ready the cameras for their moment to air content in real time for the show’s viewers.
The idea of advertisers streaming live video feeds to consumers doesn’t stop at television. With the ability to target audiences across the internet, pre-roll video vendors and streaming platforms could soon partner up to offer live video marketing that plays to users across video sharing sites in real time. Because ad tech can identify and serve creative in a fraction of a second, the ability to ping users with video content as it is happening could pave the way for live-streaming video to marry with pre-roll.
PINTEREST GOING LIVE FOR DIYERS AND HOME COOKS
After introducing its own native video player and promoted video ad type, Pinterest is poised to be the next live social video platform. Where the social network and virtual pinboard has an advantage over other channels is its audience’s unique interests in how-to videos and recipes. Giving Pinterest influencers the ability to share in real-time could help to further drive engagement on the platform. Recent updates, including the ability to check-off tried pins, could become a staple for live video viewers on the website. Pinterest users could indicate if they’re following along to a recipe or how-to video, indicating deeper engagement with brands, publishers, and influencers.
WHAT THIS MEANS FOR MARKETERS
As live video continues to grow in scope for brands and influencers, marketers need to shift the way they’re thinking about the content being produced, transitioning from the role of an advertiser to that of a broadcaster or publisher. To capture a live audience, the content needs to be compelling from the moment the broadcast begins until the moment it ends. With live video, advertisers don’t get to choose how long a user is required to watch a paid placement, but they can control how captivating the content is to hook in their target audience.
IMAGE SOURCE: The Guardian,