Live video commands the attention of the business world.
Projections show that live streaming will be worth $ 70.05 billion in 2021.
Unlike what existed before, people have a way to interact with their favorite brands. They can do it at exact time that these marks reach out.
This means that potential customers can (and often do) direct the action.
Here is the good news:
You can use live video to engage your customers at a starting price of $ 0.
So, what's stopping you from jumping and using live video too?
If you're like most beginners, you need to choose the platform that's right for you. Fortunately, live video is versatile and most platforms are fast and easy to set up.
You can use Facebook, Instagram, YouTube, Periscope or a variety of other platforms.
Your platform of choice will depend largely on your target audience. Once you have chosen your platform, live streaming is simple. You'll crush a video in no time.
And I'm happy to teach you how. But first, you have to understand a little about how live video works.
What is live video?
Video content has proven to be one of the most compelling content on the Internet in 2018.
Streaming is in high demand.
In fact, projections show that the video will account for 82% of web traffic by 2021.
Live streaming exploits a unique human affinity for sharing and narration.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489070_703_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.png" alt=" video is worth 1.8 million words per minute "class =" full-size alignnone wp-image-37090 "/>
But what differentiates ordinary video from live video?
Live video is a video that a user broadcasts live to an audience of real people engaged in the same space.
The catch is that, instead of resembling television or similar broadcast video platforms, this iteration of live video goes through social media .
And on social networks, people can have an active conversation with the broadcaster.
Live video streams are often animated with comments and discussions that create a sense of kinetic energy.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" instagram comments applauded "class =" full-size alignnone wp-image-37091 "/>
Being part of the action must be included.
This not only allows brands to create more authentic links with customers, but it also gives them a meaningful insight into what customers really want.
The combination of live video and access to social media has sparked an eruption of public interest
over the past year.
After Facebook launched its live video iteration, every major social media platform has released its own live video feature.
And Facebook Live is still the preferred platform for watching live streaming video.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489070_784_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" Most Popular Platforms For Live Broadcast "class =" full-size alignnone wp-image-37092 "/>
YouTube Live and Instagram are just behind Facebook.
Keep in mind that some live video platforms are better for some things than others. You want to target the one that gives you the most utility for your needs.
If you think live video is just a fad that goes off when the "next big thing" happens, you're wrong. The live video is the next big thing, and she's here to stay.
Do not ignore the explosion of the popularity of live video
According to Recode, more than 500 million people watch videos on Facebook every day.
And in four years, 80% of consumer Internet traffic will be video traffic on the Internet.
That should not be a surprise. The pro game is an entire industry that feeds on live video, and it is booming. And it's only an industry that makes the popularity of live video!
According to Buffer's 2018 State of Play Report, 96% of businesses use Facebook, 89% use Twitter, 70% use LinkedIn, 70% use Instagram, and 57% are active on YouTube.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489070_969_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" which of the following channels currently uses your company "class =" alignnone size-full wp-image-37093 "/>
Of these companies, 85% plan to create even more videos on their social accounts than the year before.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489070_589_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.png" alt=" What types of content does your company expect to create more than "class =" full size-full wp-image-37094 "/>
As if that were not enough, 95% of brand executives believe that live video is the key to training, engagement and communication in 2018.
If you choose to ignore the importance of live video, your competitors will leave you in the dust. Now is the time to choose a platform and get started.
Choosing the right video output is critical to the success of your marketing mix this year. But it should not be too difficult to find one that will work for you.
Developers have had time to smooth out most live video platforms, which means they're easy to use for businesses and customers.
For example, Facebook Live offers a built-in notification system that notifies users when a page that they have "put online" is available.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489070_450_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" mark zuckerberg ongoing on facebook "class =" alignnone full-size wp-image-37095 "/>
Facebook also offers features that allow the pages to promote a live video in advance. Users can simultaneously set reminders to remember the broadcast.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489070_775_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" reminder to go online on facebook "class =" alignnone size-full wp-image-37096 "/>
If you want to expand your reach and gain visibility for events or product launches, that's a great feature.
Your posts and ads will not be lost in a sea of status updates. Streaming takes you directly to the customers.
But how do people interact with streaming video as a whole? And how do brands use it specifically?
How do people interact with live video?
Brands are not the only ones to use live video. Ordinary people use live video on each of the social media platforms that offer it.
Like videos and photos, social media users are using live video feeds to share their own stories.
It's more personal than a typical message, in full text.
Because live video allows you to share content in real time, many companies have taken advantage of the fluid nature of the media to create experiences that would not work anywhere else.
Kohl, for example, does that.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489071_114_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" kohls live on facebook "class =" alignnone size-full wp-image-37097 "/>
The people who participated in this video watched Kohl's models work live.
If it was not live, the event would have looked like a basic, obvious infomercial. But because it was fully interactive, 37,000 viewers were able to experience it together.
It's virtually impossible when it comes to TV commercials unless it's Sunday's Super Bowl.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489071_674_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.png" alt=" super super bowl views from online views "class =" full-size alignnone wp-image-37098 "/>
80% of people prefer to watch live videos of brands than read their blog posts while 82% prefer live videos of brands on regular social posts.
Here is the last line:
Live video is ideal for human interaction.
He takes people out of their shells on Facebook, for example, where broadcasts receive 600% more commitment than regular posts.
Brands, influencers and regular users can all access live video to share the most interesting parts of their day.
So, can you.
Live video brings traffic to your business
With Facebook Live, customers can literally interact with you in real time.
You can address the audience by name, which stimulates active engagement and participation.
In summary, live video allows brands to "break the fourth wall" between them and their customers.
The Search Engine Journal found that their live video posts on Facebook like SEJ News Live receive more attention than their regular updates.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489071_870_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" search on facebook search engine "class =" alignnone size-full wp-image-37099 "/>
In fact, their live videos contained a punch of engagement that was 178% higher than the average commitment on their regular posts.
In two months, live video has increased the brand's benchmark traffic by 213%.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489071_567_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.png" alt=" Increase of the reference traffic of the marks "class =" alignnone size-full wp-image-37100 "/>
And with the live video, customers are always aware of the events, whether they are serious or weird.
For example, in 2016, BuzzFeed caught the attention of its audience for 45 minutes while two employees were putting rubber bands around a watermelon until it became clear. "explodes".
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489071_6_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" buzzfeed watermelon exploded "class =" full-size alignnone wp-image-37101 "/>
Even though it was a rather silly event, the thriller of live broadcast kept the audience watching.
The content would not have been as interesting if BuzzFeed had posted it on their social media accounts as a regular video. The fact that it's live has created a sense of community for the spectators.
Viewers waited for the watermelon to burst. In the meantime, they speculated on the number of rubber bands that would be needed for the fruit to reach its breaking point.
Live video also helps influencers as they can learn exactly what viewers want to talk about.
The influencer Brian Fanzo advises to create a strategy for live video in advance, while keeping things flexible.
Here's what he said Convince and Convert:
"I was doing a behind-the-scenes tour in order to stream a 'backstage pass' event, when several viewers started asking questions about my new Samsung phone."
He changed gears and started talking about technology with viewers since it was there that the participants wanted to take the conversation.
You must be ready to go with the flow.
If you work with an influencer on live video campaigns, the host and your brand will be able to access the desires, needs, and desires of your audience more authentically.
Dozens of brands are hugely successful in releasing live, recurring videos.
Consider HelloFresh, for example. The brand is organizing a live and interactive cooking show where guests cook with the host. They receive advice from professional chefs and immediate answers to their questions.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489071_302_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" hellofresh live cooking show on facebook "class =" alignnone full-size wp-image-37102 "/>
This helps the audience to improve their cooking skills and prepare delicious meals with the help of an expert.
Viewers can find the Facebook Live Cooking Party series on the HelloFresh Facebook page.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489071_912_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" live cooking parties facebook video "class =" full-size alignnone wp-image-37103 "/>
And HelloFresh is not the only big brand to use live video for all that it's worth. In March 2018, Nissan broadcast live the revelation of their new Altima 2019.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489071_20_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" Nissan altima reval on facebook "class =" full-size alignnone wp-image-37104 "/>
But you do not have to limit live streaming to just product launches.
You could follow a live Q & A as the developers of the popular Hearthstone game did it in June 2017.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489072_246_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" live stream q & a "class =" full-size alignnone wp-image-37105 "/>
Pepsi has been creative in associating with Nature Conservancy and using the power of live streaming to protect watersheds nationwide.
The potential uses of live video are virtually endless. Technology opens all kinds of doors, and it's here to stay.
One of the reasons you can count on live video that continues to gain popularity is that it's a great tool for SEO.
Consumers are eager to receive more content from the brands that they follow, but 80% of them say they prefer to consume live video to blog posts.
And because most platforms tell users about live content from their feeds, they do not have to look far to find it.
If you start a live video and you do not have a lot of spectators at the beginning, do not get discouraged too quickly.
Let's say you are hosting a small event and decide to broadcast it live. When you start living, only 15 people watch it. This might not look like a lot of spectators.
But while you're online, some viewers can post the video on their page and have their friends watch it. The longer you live, the more people will continue to share the video.
Who knows? You could end up accumulating a total reach of thousands of people from a live stream.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489072_832_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" Increasing importance of live broadcasting "class =" alignnone size-full wp-image-37106 "/>
To sweeten the deal, you do not need a huge marketing budget to stream live video.
In fact, it's possible to share an effective live video on just about any platform without spending a single penny.
Here's how to choose the live video platform that suits you best and start using it.
How to choose a live video platform and start
When it comes to live video, the options are (almost) unlimited.
If you do not know which platform to go on, keep reading. I will guide you through some of your options.
Facebook has the largest user base on all social platforms, making it a great place to stream video. Virtually all your family and friends are already here.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489072_302_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.png" alt=" Monthly users from all social platforms "class =" alignnone size-full wp-image-37107 "/>
If you go live on Facebook, you will have more chances to increase visibility and reach online than you will with other platforms.
And going live on Facebook is easy. It's probably easier than any other platform.
From the application, start composing a regular status update as you normally would.
From an iOS device, a list of options will appear under the text field.
Tap "Live Video".
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489072_423_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.png" alt=" Update Status with facebook live video "class =" alignnone size-full wp-image-37108 "/>
Then press "Continue".
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489072_38_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.png" alt=" Bookmark this site on facebook continue "class =" alignnone size-full wp-image-37109 "/>
Now you are almost ready.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489072_588_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" facebook live live comment box empty "class =" full-size alignnone wp-image-37110 "/>
The steps are similar on an Android device. Hit "Go Live" and "Continue."
Enter a title for your live video explaining what you are talking about (or where you broadcast) and choose a level of privacy.
For the widest range, select "Public".
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489072_166_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" online public "class =" full-size line-full wp-image-37111 "/>
When you are online, your subscribers will receive a notification.
You will see how many people are watching your video, what are their comments, and how they are responding.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489073_986_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" facebook live reactions "class =" alignnone full-size wp-image-37112 "/>
You can also comment on your live video and pin comments to the publication. When the broadcast is over, Facebook saves the video in your profile.
Like Facebook, Instagram will notify your subscribers once you've decided to go online.
Your video will not be automatically uploaded to your profile, but you have the option to upload it to your story for 24 hours after you have recorded it.
To start a live video on Instagram, tap the camera icon at the top left of your screen. You can also drag your content directly from your news feed.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489073_12_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" instagram camera icon "class =" full-size alignnone wp-image-37113 "/>
Tap "Live" at the bottom of your screen and select "Start Live Video".
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489073_746_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" start live video on instagram "class =" alignnone size-full wp-image-37114 "/>
You will see the number of viewers you have at the top of the screen, and the comments will appear below.
If you want to add your own comment, you can hold it down to pin it to the top of the page so all of your viewers can see it.
When you're done broadcasting live, tap "Save" to get a copy of your post that you can add to your story.
The live video on Twitter works a little differently than Facebook Live or Instagram.
Periscope, the application of live video from Twitter, feeds it. However, you do not need to set up a Periscope account to use the feature via Twitter.
To begin, tap the button you would normally use to create a new tweet.
Then, touch "LIVE". Once you're ready, start your video.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489073_630_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.png" alt=" twitter start live video "class =" alignnone size-full wp-image-37115 "/>
Viewers who see your message live on their calendar can watch, comment or send hearts.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489073_162_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" periscope of the saguaro lake live "class =" full-size alignnone wp-image-37116 "/>
You can see how many people are watching your content and post your own comments in the feed.
More than 2 million active users use Periscope and users broadcast 350,000 hours of video on the platform each day.
Of all members, 24% say they use the platform at least once a week. 20% of them use the service several times a day.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489073_992_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.png" alt=" frequency of use of the periscope "class =" alignnone size-full wp-image-37117 "/>
To use Periscope, you can download and launch the application from the App Store (using an iOS device).
Then, log in.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489073_609_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.png" alt=" periscope ios app signin "class =" full-size alignnone wp-image-37118 "/>
After confirming your settings, tap the camera icon at the bottom.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489073_701_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" people on the periscope "class =" alignnone size-full wp-image-37119 "/>
Select the buttons for the camera, microphone and location.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489074_139_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" allows the periscopic location "class =" full-size alignnone wp-image-37120 "/>
If you access Periscope on an Android device, tap the camera icon at the bottom right of your screen.
Next, write a title that describes what you will broadcast. From there, select who you want to share your live video with.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489074_382_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" periscope go live "class =" full size alignnone wp-image-37121 "/>
You can manage your location and chat settings, or tweet your feed using the three icons above the "Go LIVE" button.
Once you're ready to start, tap "LIVE".
Click "Stop Broadcasting" to leave the recording.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489074_404_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" stop periscope broadcast "class =" alignnone full-size wp-image-37122 "/>
YouTube Live has had a slower deployment than other platforms, which is quite ironic since most people think YouTube is the original online video service.
But YouTube remains the premier video marketing platform.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489074_923_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.png" alt=" how marketers use video "class =" alignnone size-full wp-image-37123 "/>
In 2017, YouTube opened mobile streaming for the first time to all users with 10,000 subscribers or more. Later, they reduced the required number of subscribers to 1,000.
Although this means that everyone on the platform can not use this feature, channels that are relatively small can still take advantage of the opportunity to share live video with their subscribers.
To launch the Android or iOS app, click on the camera button in the upper right corner of the screen. Then click on "GO LIVE".
From there, you'll be able to grab a headline for your feed, select your privacy options, and take a screenshot for your broadcast.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489074_352_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" ongoing on youtube "class =" alignnone full-size wp-image-37124 "/>
Once you're officially online, you'll see how many spectators you have. You can also see the comments that people have posted on your feed and the number of "likes" that your video has received.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489074_994_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" Turkish youth live from vidcon "class =" full-size alignnone wp-image-37126 "/>
Twitch's designers originally created it for streaming video games, but you can now use it to broadcast everything from talk shows to "vlogs" in direct.
Twitch is a unique streaming solution since partners and affiliates can monetize live feeds on the platform.
Anyone can become a Twitch partner or affiliate. Members can receive donations from viewers and earn 5% of game sales revenue from their profile credentials.
Partners also have access to video ads, custom emoticons and badges, paid subscription options, and more.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489074_374_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" custom emoticons "class =" full-size alignnone wp-image-37127 "/>
In short, people make a living from Twitch alone.
Singer Drake fell into a stream to play Fortnite with a user. The stream has accumulated 628,000 views at the same time, making it the most popular feed to date.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489075_128_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.jpg" alt=" Fortnite "class =" alignment-full-size wp-image-37128 "/>
If you want to go live on Twitch, you must first create an account.
Once done, choose "Dashboard" from the drop-down menu located in the upper right corner of the screen.
If you want to play a game, select it under the "Play" tab.
Then enter a title for your broadcast, and you're ready to broadcast.
<img src="https://businessdigit.com/wp-content/uploads/2018/05/1526489075_108_why-live-video-is-your-next-great-victory-and-how-to-start-dominating-today.png" alt=" contraction dashboard "class =" full-size alignnone wp-image-37129 "/>
In the next few years, live video will be a thriving industry worth more than $ 70 billion.
The majority of marketers plan to create more video in 2018 than any other form of content.
Most people prefer to consume live video brands rather than read blog posts.
And this is not just a fad. The video is here to stay.
Video content motivates people around the world to connect in real time with each other and with the brands they like.
Live video brings traffic to your business, creates engagement and holds the attention of your viewers. In addition, live video streaming is free.
But it can be difficult to choose the streaming platform that's right for you.
Facebook Live is a great platform if you're just getting started. In addition, it has the largest number of monthly users. This is a great option if you are new to live broadcasting.
But you have a lot of other platforms to consider. Instagram, Twitter, Periscope, YouTube and Twitch are also great options.
At the end of the day, you will want to use the platform that the majority of your target audience uses. You may even want to listen to more of them if your audience is divided among them.
No matter where you go, make sure to put your privacy in public so that all your subscribers can see your feed.
How will you enjoy live video in 2018?
About the author: Neil Patel is the co-founder of Neil Patel Digital.