Live video will be a top priority for brand and retail executives in 2018 amid a growing desire to use visual content for training, broadcasting and briefings, a new study published by Brandlive and IBM Cloud Video has found.
Video has traditionally been the domain of ads and other forms of entertaining content, but more brands are now thinking outside the box in terms of finding ways to use visual resources to drive both customer and employee engagement. Live streaming in particular will shape the marketing zeitgeist this year.
Six out of ten respondents surveyed for the study said live video adds a human element to marketing materials, while a similar number said it is a better tool for engaging consumers than social media posts.
However, perhaps more interesting is how live video is changing the concept of content for modern enterprises. It has long been a tool for driving brand awareness, reach and sales, but it is not also being deployed in training schemes. Respondents said using video to train associates, customer service reps and salespeople has helped to drive better return on investment.
Another trend that emerged in 2017 and will continue this year is “buy-now experiences”, where live video allows consumers to purchase items and products they see in online clips. Overall, video is expected to account for over 80% of all online traffic by the end of the decade, and live video will play an increasingly bigger role in that trend.
