The live video train keeps plugging along, gaining momentum.
This increasing power certainly comes with a fair share of pros and cons. Video is often considered the most difficult form of content marketing, from a creative standpoint, but the effect video has on customers and audience engagement cannot be understated.
According to research conducted by Livestream, live video consumption jumped by 80 percent from 2015 to 2016. Notably, 82 percent of customers would rather watch live video from a brand than read a blog post or view social media updates.
Additionally, engagement rates of live video significantly surpass those of traditional video. On average, the viewing time is eight times longer than on-demand content.
However, simply jumping online and pressing a button do not guarantee amazing results. Though audiences are more inclined to check out a livestream, the quality is just as important as any other piece of content. Plus, viewers often list quality as the most important factor when watching a livestream.