It’s only fitting we start off our 2017 Social Media Trends series with the King of 2016: Live Video.
Live Video managed to go from being slightly relevant on Periscope in 2015, to the dominant marketing force of 2016. How did Live Video explode into such a driving sales force and why are social media marketing platforms so high on it?
Let’s start from the beginning. YouTube changed the game for content marketers and videographers back in 2004 when it provided a free channel for posting and sharing videos. As YouTube grew in popularity, new social media platforms started to pop up and include some kind of video posting capability. People love watching a video instead of reading an article; so naturally, video became more and more popular, accessible on all major social media marketing platforms by 2015.
In 2014, Snapchat changed the video marketing game by creating a platform that caters to quick, funny, and highly engaging video clips that were filmed “live” with no editing. Though it wasn’t real-time, it was the next best thing – and people LOVED it.
Fast-forward to now, and every platform can’t get their hands on Live Video fast enough. Facebook incorporated Live Video as part of their algorithm changes to favor high-quality content over chronological posting. If you get on Facebook and start a Facebook Live recording, they actually fetch followers for you. And if that’s not enough, they send all of your friends a notification – right to their mobile devices – when you go live. It’s a marketers dream.
Instagram wanted to be part of the revolution, too, and this year rolled out an Instagram Stories feature for enabling brands to post 24-hour shelf-life videos of maximum 10 seconds – JUST like Snapchat.
The Future of Live Video
As 2016 comes to a close, Live Video hasn’t even hit its peak, setting the stage for Instagram, Twitter, Snapchat, and maybe even the peripheral platforms like LinkedIn and Pinterest, to incorporate a Live Video component. With all of the digital noise out there today, Live Video is the best way for a brand to break through it and showcase personality, accessibility, and entertainment to followers.
Haven’t used Facebook Live for your business platform yet? You better reevaluate for 2017.