Live video streaming: more exciting, more authentic and it builds trust

Live video streaming is emerging as the channel of choice for PR professionals to engage, excite and build trust with their audiences according to a recent survey conducted by the London-based consumer research company Opinion Matters on behalf of the video content agency Through The I.

According to the survey, Facebook Live is leading the charge in the race to dominate “the biggest new media channel and opportunity to emerge in 2016” with the continued evolution of Periscope, YouTube Live and Twitch keeping the race interesting.

The survey revealed a number of reasons why the PR industry should be watching live streaming carefully, including:

• 75% of UK consumers find live streaming more exciting than pre-recorded footage.
• Half of those surveyed said they were more trusting of live content.
• 73% said they paid more attention to content if it is viewed live.
• 58% of consumers said they felt more connected with live events.
• 44% said they wanted to see more authentic content.

Authenticity is the key word when it comes to live streaming. With no opportunity to re-shoot or edit clips before broadcast and the ability for the audience to engage with a presentation in real time, leaves very little for the producers to hide behind.

Live streaming gives an organisation the opportunity to demonstrate that their thought leadership is genuine and ready to be put to the test by a live audience. Your competitors might be able to create a highly polished video production but can they handle the pressure of the live environment?

If your organisation currently produces YouTube videos, podcasts or engages your audience with regular webinars, live video streaming is the obvious next step. The good news is, when compared with these other mediums, live streaming is much easier format to roll out and find an audience. It can be as simple as point and shoot.