written by: Chan Wing Yee, Wing

The landscape of video advertising is dynamic and changes dramatically. Facebook (FB) admits that the amount of advertisement on FB has reached a saturated level. On 23 February 2017, FB announced TV-style commercials would insert in live videos. A strange idea suddenly hit on me. Why not advertise through the live videos? By inviting celebrity endorsers to introduce or illustrate products through live videos, it is a better utilization of unique features of live videos.

According to 2017 State of the Video Industry Research Study done by AOL Inc., 74% of users watch live videos at least once a week. Users are cultivating their habits of watching live videos. The omnipresence of smartphones is fueling the real-time access revolution.

 

 

The landscape of video advertising is dynamic and changes dramatically. Facebook (FB) admits that the amount of advertisement on FB has reached a saturated level. On 23 February 2017, FB announced TV-style commercials would insert in live videos. A strange idea suddenly hit on me. Why not advertise through the live videos? By inviting celebrity endorsers to introduce or illustrate products through live videos, it is a better utilization of unique features of live videos.

According to 2017 State of the Video Industry Research Study done by AOL Inc., 74% of users watch live videos at least once a week. Users are cultivating their habits of watching live videos. The omnipresence of smartphones is fueling the real-time access revolution.

In my point of view, live videos bring not only a revolution to advertising, but also a revolution to users’ behavior. Most of the TV commercials appear during the break of programs. Users intend to watch programs, instead of those disturbing commercials. But this scenario is changing. Now users are looking for live videos, even though well aware that some of them are embedded with some advertising purposes. Passive users became active. What they want is nothing more than live videos, unlike the TV commercials as side dishes.

Here’s the catch: Live videos are actually generating benefits to user engagement. Celebrity endorsers are able to engage with consumers in real time. One of the biggest appeals of live video is that it is authentic and unedited. Users show their response and interact through the commenting function. If by any chance users are interested in asking genuine questions about the products that you are advertising, live video becomes a great channel of customer engagement. It is important to give response to your users in real time, as they are the potential customers. This is the unique feature of live videos.

For the streaming videos on FB, there could be provision of on-site and push notifications for most of the subscribers, informing which subscribed page or person are going live. Users are subscribing to what they are interested in and looking for up-to-date news. Advertisers are able to target their consumers segment in a more precise way. What FB providing is more than live videos, they enable the host to save their own live videos. The live videos can be edited with those real-time comments, in order to create a new post on FB for attracting further click-rate. The performance analytics are also available for FB live videos, such as peak live viewers, people reached, reactions by the number of emoticons. These data and consumer insights would facilitate the planning for future live videos, what to talk about , when is the good time to go live and who should be invited, etc.

However, behind the contemplation of live video promotion, some questions are left unanswered. Subscribers, who are receiving notifications about live videos, are most likely already the loyal customers of the brands. Is there any room for brands to broaden their market and reach new consumers? There are also limitations of products that can be advertised. Some products, such as furniture, cannot be demonstrated in live videos . In addition, brands usually build their brand image in commercials with distinctly designed mood, tone and slogans. How can live videos blend in with the key brand elements flawlessly and to maintain a consistent brand image? Although there are always questions waiting to be answered, and no one can have all the answers to them. With the continuous burgeoning of social media, it is an evolving world of brand marketing and communications. We wait for the answers to unfold with such rapid development.

Reference:
AOL Inc. (2017, January 09). Live Video Will Dominate. Retrieved March 26, 2017, from http://advertising.aol.com/en/blog/live-video-will-dominate

Fuscaldo, D. (2017, February 24). Facebook Launches TV-Style Ads in Facebook Live. Retrieved March 26, 2017, from http://www.investopedia.com/news/facebook-launches-tvstyle-ads-facebook-live/

Garst, K. (2017, February 15). Facebook Live Video vs. Instagram Live Video: Differences & Best Practices. Retrieved March 26, 2017, from http://kimgarst.com/facebook-live-vs-instagram-live-differences-best-practices

Kolowich, L. (2016, May 09). How to Use Facebook Live: A Complete Guide. Retrieved March 26, 2017, from https://blog.hubspot.com/marketing/facebook-live-guide#sm.0000nbfcnvtm5e28tb31gozowesd5