New Research Reveals the Impact of Live Video in Fostering Authentic Audience Engagement
Surprising Results Include the Large Variety of Use Cases for Live Video and the Perceived Benefits of Adding a Human Touch to Digital Communications
PORTLAND, Ore. — March 1, 2016 —Survey results released today by Brandlive shed new light on how executives from consumer product brands and retailers use and value live streaming video for their business. Specifically, the use of live streaming video is becoming a key way for businesses to foster engagement and collaboration with employees and consumers alike.
Many digital marketing experts are predicting that live streaming video will be a key trend for companies in 2016. This study, however, is the first to establish benchmark data about how brands are using live video, how important it is, who they are turning to for help, and the perceived benefits and barriers.
The research results come from a 15-question survey answered by more than 200 executives between December 2015 and January 2016.
Among the key findings:
- Executives most value live video’s unique ability to add an authentic human element to digital communications, relating to three of the top five benefits identified by respondents.
- 44% of the executives surveyed said they held a live streaming video event in 2015. 20% plan to test live streaming video for the first time in 2016.
- When asked about the importance of branded live streaming video as part of their overall marketing mix in 2016, 39% of the respondents said it will be “important,” and 20% said it will be “very important.” Nearly a quarter of respondents said the dollars allocated for live streaming video will increase in 2016.
- Live streaming video was used most often for training-related purposes in 2015. However, for companies planning to go live for the first time in 2016, marketing-related use cases (i.e., product launches, influencer briefings, and eCommerce sales) are the most popular.
- Nearly half of the respondents who have conducted live streaming video events said they relied on external resources to help produce the events. The most popular category of outside resource help was video production companies, followed by the video platform’s services team, then digital marketing agencies.
- Lack of available staff resources and lack of budget were cited as the top barriers to adoption of live streaming video.
“Based on the survey results, it’s clear that many consumer product brands and retailers are exploring live streaming video as a new digital communication channel,” said Steve Gehlen, a vice president at Brandlive. “With live video, they are interacting with their employees, partners and consumers in a new way that is authentic, engaging and scalable.”
For more information and complete results from the survey—including many additional insights, 15 charts and two cross-tabs—download the 10-page Research Report from Brandlive at http://yourbrandlive.com/research.
About Brandlive, Inc.
Brandlive, Inc. provides a cloud-based live video + social interaction + product merchandising platform used by top brands and retailers to conduct interactive online product training, marketing and eCommerce events. The platform enables brands to scale their best product experts directly to global online audiences. Customers such as GoPro, Levi Strauss, adidas, REI, Pottery Barn, and Rockwell Tools use this solution to launch products, increase eCommerce sales, create innovative live marketing programs, and conduct more cost-effective training. Brandlive, Inc., is based in Portland, Oregon, and can be found at http://www.yourbrandlive.com.