The incredible growth of Live Streaming video | FORTAYmedia

The incredible growth of Live Streaming video

You might be wondering why it seems like everyone is joining the bandwagon of live streaming video.

Well, keep reading!

The video streaming market is doing…very well.

And it’s only getting bigger.

According to this Social Index, live video is becoming a big trend on social media. 45% of users want to see more live content from the accounts they follow.

That’s pretty big, huh? Wait. There’s more.

Brands that are streaming live content have experienced a bigger engagement from their audiences. According to Facebook, live videos receive six times more engagement than normal videos.

The Key to Success

Live video streaming has several key benefits that make it so popular within the social media community.

Yes, keep reading. And prepare your smartphone.

Creates a connection with your community
One of the main reasons why live streaming is so popular is due to the level of interaction and connection it offers. This real-time communication brings you closer to your audience and opens a brand-new communication channel.

It feels like face-timing a friend!

People can leave a comment on the video and it goes live, automatically, within seconds. The presenter of the live video can read it and reply to it. This instant gratification of feeling acknowledged creates a deeper connection, and it drives more viewers to engage with your content.

And, of course, viewers can also interact with each other, which creates a great sense of community.

Easy to learn
You don’t have to go through a really steep learning curve to be able to stream video. If you are already on social media, it won’t take more than knowing where the “Go Live” button is.

Feels human
We know this sounds pretty obvious, but we are all aware that half of the things we see on social media are simply not true.Social media used to be that exposed reality, but every brand and individual knows how to fake that now.So, live streaming videos are the new opportunity for showcasing the real face behind the brand. If there are mistakes, silences or problems with connection, it doesn’t matter! Viewers want to see that authenticity as they identify better with the person behind the screen.

Cost-effective video solution
The hardware for streaming live videos is completely low-cost, if not free, and you only need your smartphone. No additional investments are needed for this.There are a lot of effective ways to reach people in the marketing world. But most of them require big sums of money. In comparison, live videos can be created with a tight budget and still deliver great results and engagement.Yes, we told you. Live videos are a win, win.

People control what they want to watch
Live video can be everything but invasive. If someone decides to watch your video it’s because they are genuinely interested in your content. That means that, unlike when they are watching an ad, they are actually engaging with your content.

live streaming video picture

The online video industry gave viewers the chance of being in control to watch what they want when they want it. Not only that, but the content is also endless. And accessible from everywhere.

Quality expectations are…low
Which is great for you!

There is quite a low level of expectation when it comes to the production of the video. Viewers are not expecting you to make a video streaming with cameras, lighting and a professional crew.

They actually prefer it if you don’t do that.

Platforms have fallen for live content
Platforms will favour live content, and that can help you expand your reach. Your content will be more likely to appear in your follower’s newsfeed than if you share an image or a video.

With this increased exposure, you can bring more audience to your business.

The video can be saved
Yes, it is a live video. But it can be saved, re-watched and shared.


Popular platforms for live streaming content
There are many specialised live-streaming platforms businesses can use. Here are just some of our favourites.

Before hosting a streaming meeting with your audience, you will need a YouTube channel. Enabling a live stream for the first time can take up to 24 hours so plan ahead when you want to do it!

Enabling a live stream for the first time can take up to 24 hours so plan ahead when you want to do it!


You can use your smartphone, website or an encoder if you want to show your screen.

Time is more limited on Instagram, as it only allows you to stream for up to one hour. However, as Instagram Stories are displayed at the top of the feed, they are more likely to catch user’s attention than regular content.

Your live video is also bumped to first place in the stories that are shown above the feed. It also sends a notification to your followers.

Summarising, they WILL find out you are live.

Facebook Live goes a little bit further as it allows users to share content depending on the taste of friends and followers. People can both stream from a personal profile or from a company page.

Like on Instagram, followers will be able to receive instant notifications whenever you are streaming.

LinkedIn live streaming allows marketers to connect with their communities in real-time. Live videos on this platform receive, on average, 7x more reactions and 24x more comments than native videos produced by the same broadcasters.

Not only this, but the quality of the audiences is extremely valuable as it’s the world’s largest professional community.

33% of B2B decision makers use LinkedIn to research purchases.

If your target audience is millennials and Gen Zers, TikTok should be the social media platform you choose to promote yourself and your brand.

Did you know that this platform has 800 million active users worldwide? Not only that, but its users spend an average of 52 minutes daily on the platform. That’s almost an hour every single day!

TikTok is the star of the social media streaming trend, as it allows creators to connect with their followers in real-time through comments. The best part about it is that you can stream for as long as you want since TikTok hasn’t yet restricted the duration.

Livestream is a more premium and high-quality option than the ones above, as it’s not free of charge. However, it can accept inputs from cameras, and it offers a large variety of media players, video tools, sharing features and embedding options.

As well as this, engagement can be boosted via chats.

It is worth it if you are looking to get more serious about your streaming content. Users can easily upload their videos directly from their devices to all the popular social media channels. Vimeo allows streaming in up to 1080p, auto-archiving in up to 4K, and simultaneous streaming to major platforms like YouTube and Facebook Live.

There is more. You can also have real-time analytics as you are streaming.

You might be wondering by now, so which one should I choose from all of these options?

Deciding on one streaming platform can be difficult. We have seen that although there are specialised live-streaming platforms businesses can use, people still turn to social platforms the most to get their live-streamed video content.

So, as a start, you would want to use the platform where you have more followers.

However, as we want to give you the best options, here is an idea. Why not multistream?

You don’t have to stick with just one live streaming channel. By using multi-streaming services, you can go live to many different channels at the same time. This might also be a great opportunity for businesses to increase the reach of their live video without having to invest even more time into it.

The benefits of this are pretty clear: the more platforms you stream to, the wider audience you can reach.


How to multi-stream?

Streaming software allows the user to stream to multiple destinations. However, note that the more streaming destinations you use, the more processing power and upload speed is required.

This means that the more places at once you go live, the more possibilities of audio/video delay, buffering, dropped frames…

Another option is using streaming hardware. If you are just starting with live streaming, you might want to skip this one, as the equipment you will need is relatively expensive.

Lastly, there are cloud-based re-stream platforms. This option offers an all-in-one solution, with no hardware needs and a simple approach. Some of these platforms are even cost-free!

Do your research and find out which one of these options suits your particular needs. You might want to invest time, money and effort into live streaming or just give it a try. It’s up to you!

All in all
Digital marketing is tough, and there are no shortcuts you can take that will guarantee success. Taking risks might pay off or might end up being a total failure.

However, live streaming content isn’t that risky. Most businesses are already using those channels they need to go live, and they also already have the audience.

On top of that, there is not a real reason to invest heavily in equipment, at least not until live videos pay off.  Therefore, no initial investment is actually required.

So, if you are still wondering whether you should start live video streaming… the answer is yes: there is not much to lose and a lot to win!


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