Because if social media platforms are hosting actual TV content, that’s going to draw more users to them, giving people more reason to spend even more of their time online.
What’s more, there could come a time where social platforms could become genuine rivals for traditional TV, the current pinnacle of advertising and marketing.
Here’s how – and what all brands can do to get in on the action.
During the most recent shooting incidents and their subsequent aftermaths in the US, it was social media that arose as the key information source.
Twitter has always been a great platform for breaking news, but the coverage stemmed beyond even what we’re used to – when a sit-in protest was held in the US House of Representatives, for example, political broadcaster C-SPAN got cut off. So what did they do? They switched to live-streaming content via Periscope – Periscope originated content was streaming directly through to an actual TV station.
Similar happened in Dallas - after a gunman opened fire on police officers in response to a police shooting (which, itself, was also streamed on Facebook Live), it was people in the street capturing the incident live that helped communicate the scene to the world. There were no TV cameras immediately present, but there were thousands of potential broadcasters, and their coverage, again, was streamed direct to our TV screens.
In this sense, live-streaming is already a TV alternative, but the next evolution of the offering could take things even further than that.
Reports have suggested that Facebook’s paying tens of millions of dollars to a range of celebrities and publishers to have them broadcast content exclusively on Facebook Live.
That could spark a major shift in how we consume video content – since becoming commercially available almost 100 years ago, television has been our key window to the world; our very homes are constructed around television as our key entertainment source. And while TV has been disrupted by online mediums, there’s never been anything that could unseat it as the key media device.
Twitter will begin broadcasting live NFL matches later this year, Facebook is working on a system that will connect your Facebook activity direct to your home TV set. And in this, live-stream content looks set to become an increasingly important entertainment option.
Soon, when you’re switching through your channels, you’ll be able to watch live shows on Facebook, live sports coverage. And when that happens, advertising on social networks will see a significant increase in value.
Streaming and You
The great thing about live-streaming’s evolution is that you too can use the medium to your advantage. Right now, anyone, anywhere, can live-stream themselves, their surroundings, their experiences, and your stream will show up alongside those celebrity and high profile broadcasts.
The opportunity for brands is significant – you need to have a good idea, of course, you need to give your viewers a reason to watch. But given the option’s growth, all brands should be considering whether live-streaming might fit into their wider outreach strategies.
Video content is huge, and these latest developments suggest it’s only going to get bigger. If you’re looking for a way to maximize reach for your brand and boost your marketing efforts, live-streaming may be worth your consideration.