In 2015, experts believe that video will take up 57% of consumer internet traffic. And since, 51.9 percent of marketing professionals worldwide name video as the type of content with the best ROI, I’m pretty sure those initial experts were correct in their predictions.
Yet, despite these stats referencing video’s help in increasing marketing growth in 2015, the carry over is definitely noticeable in 2016. This growth is especially noticeable due to the rise of live streaming apps like Meerkat, Periscope, and Facebook Live—where users are watching 40 years' worth of live videos every day.
However before livestreaming became a public commodity, the possibility of livestreaming at all was only but a thought. So let’s review the history of live video, and how, with the mass availability and power of our current technology, video streaming became more available to the general public—improving marketing strategies and overall business growth.
Between the times of the late 1990s and the early 2000s, the Internet was becoming a more commercialized and accessible form of communication within everyday people’s households. It has increasingly become more available than it was back in 1995 when ESPN SportsZone streamed a live radio broadcast of a baseball game between the Seattle Mariners and the New York Yankees to thousands of its subscribers worldwide.
However, the capability to stream video was very limited. Thus, the need for faster Internet connections and home computers to support the fast connections increased. With the increase in speed and with tools like Flash Player being created to support this new video content, these actions paved the way for video streaming to take off by 2005 which was the year that Youtube was founded.
Alongside these increases, the creation of HTTP based adaptive solutions from companies like Microsoft, Netflix, and Apple supported the efforts of on-demand streaming—exemplified in these platforms—Netflix’s Watch Instantly and Amazon Instant Video.
But regardless of the fumblings, in 2016, we get to experience what has taken over 20+ years to actualize. And because of these 20+ years of trial and error, today’s current video streaming capabilities allow for:
- 78% of people watch videos online every week
- 55% of people watch videos online every day
- More than 80& of senior executives watch more online video today than they did a year ago
- And 75% of business executives watch work-related videos at least weekly.
To sum up these statistics, people are getting their information and content online. And not only are they getting it online, they are mainly getting it through video communication.
With that being said, you’ve got to know which video marketing format will work best for your company—livestreaming or recorded video streaming.
With recorded video streaming, you have a constant resource to be used over and over for purposes like sending a video in a lead nurturing email campaign, to be used on landing pages or even hosted on your website as the main point of focus for strangers, visitors, and customers to your brand. For example, 81% of people feature their video on their website in order to visually establish their brand identity immediately to their audience—especially since sites with video have on average extra two minute dwell time than those who don’t.
However, with livestreaming, you are providing a more intimate experience with your brand. For example, you can host live FAQ sessions to receive live customer feedback on an existing product or service, behind-the-scenes Q&A of your staff members, or even have a live giveaway as a launch for your new product. But as stated in its name, this form of streaming is live. Even though apps like Periscope have found a way to save your broadcast on your mobile device, your business should decide which form would be more beneficial for your business.
Overall, by incorporating video into your content marketing strategy, your business can:
- Receive 94% more total views
- Utilize YouTube as a form of content distribution, lead generation and brand visibility
- And can boost open rates by 19%, increase click-through rates by 65% and reduce unsubscribes by 26% for your email campaigns.
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