The presentation discusses the digital trend- Video Streaming Marketing, how it is impacting the marketing industry and how the brands are ready to exploit it.

1. Digital Trend- Video streaming
marketing
Mansi Mahendru (103747218)
March 7, 2022
MKM915saa

2. Live streaming for marketers is no longer
a novelty – live video is changing the
way brands interact with their
audiences.
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3. What is live streaming?
When brands started invested their time and resources in digital media, they majorly relied on
static images and long descriptive captions. The trend slowly moved to video content, which by
the way is still a powerful promotional tool.
However, technology is ever changing, and it is important for brands to pick up the trend before
their competitors leverage on the opportunity.
A live streaming strategy engages users in real time and in authentic ways by creating content
marketed towards a vast audience.
By utilizing the social media reach, a brand can stream live footage to a huge audience to give
them a unique glimpse into their company.
Few of the live streaming platforms are:
• YouTube
• Facebook
• Instagram
• TikTok
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4. Some Key marketing trends
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82% people prefer live videos from a brand than social post
91 Million Subscribers will utilize live streaming by 2024
80% of audiences would rather watch live video from a brand than read a blog.
Live streaming marketing has increased from $30 Billion in 2016 to
$70 Billion in 2021.

5. What’s in it for the brands?
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The consumer today is very different from how it used to be years ago. Now, they want to know
the brand and its persona before investing in their product or service.
Live streaming provides the brands with an opportunity to directly interact with their customers
and build long-term relationships. With the chat box feature, both the host and audience can
interact in real-time.
It provides the brand with a face and voice to pin their loyalty with.
Also, it is easier to just hit the live button, do the stream and finish rather than working on a
finished video content which requires multiple resources and investment.
As it’s becoming more and more difficult to market through traditional advertising tools, live
streaming can be a great way to collaborate with influencers and getting them involved
organically which will get more eyeballs and engagement than a simple Instagram static post.

6. Nestle Drumstick Periscope
Nestle Drumstick leveraged the already trending #FirstDayOfSummer to
live stream ‘iconic summer moments’ which included backyard barbeque
and a visit to an amusement park. The day before, they heavily promoted
that they will be going live on their Twitter handle.
They also collaborated with four major influencers who created their own
favourite summer activities while enjoying a Drumstick. These videos were
heavily promoted on Twitter by Drumsticks. The company also reached out
to a number of Nestle fans across the globe to create the videos which
were then broadcasted on feeds.
Videos on the Nestle Drumstick Periscope Channel generated more than
5,000 views and more than 50,000 hearts in just over 12 hours, while
influencer broadcasts generated 1,500 views and more than 64,000
hearts.
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7. National Donut Day- Dunkin’ Donuts
Dunkin’ Donuts celebrated National Donut Day by giving out
free donuts with drink purchase while showcasing viewers how
a donut is made on their Facebook livestream.
Throughout the video, the staff members showcase how the
donuts are made, displaying the actions from different angles.
Members from different teams also authentically talk about
why they like working for the company, giving the viewers an
insight into the company culture and creating a more personal
connect.
At the end, the Donut Day promotion is organically integrated
to create a hype amongst the consumers.
The video gained 33k views, 567 share and 900+ comments.
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8. Why is live streaming the future of marketing?
Is live streaming just a phase in the wider digital marketing timelines?
I believe not.
With the rise in smartphone ownership, the demand for visual content is high. Successful
content marketing utilized images, videos, text and audio to promote campaigns. Live streaming
leverages all these elements to create an even more engaging experience for users.
Content marketing has been limited to blogs, videos, events, and print media. While these
methods are effective, their reach is often restricted. For example, product launch events require
physical attendance for engagement to occur between brands and consumers. Through live
streaming, it is possible to reach users across the globe.
With people being more conscious about their brand preferences, it is important for a brand to
create a positive personality for their customers to associate themselves with. Live streaming
allows the brand to have real time conversation and build relationship with their users.
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9. What is live streaming the future of marketing?
By live streaming behind-the-scenes, interviews and Q&A’s, brands can provide their users a
peek into their company culture as users now appreciate authenticity more than ever.
The pandemic didn't create livestreaming. The technology and the platforms were already
there. It was just growing at a much, much slower pace. Viral video platforms such as TikTok
and Instagram have been focusing on their livestream product and Zoom experienced a rise in
popularity during the pandemic. All of this has normalized video streaming as a regular
everyday activity.
”When covid hit, video in all forms became less of a 'nice to have' and is now a 'must have'
as businesses and individuals from all types of industries need to connect with their
audiences and customers in order to survive.” Fawkes
In addition to the advantage of real time engagement and feedback between business and their
audiences, many feed algorithms favor live content allowing users that utilize live streaming to
get their messages out effectively.
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10. Bibliography
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Thomas, Chris, “Live Streaming Marketing: The Pros and Cons for e-Commerce”, Get Talkative. Nov 2021,
https://gettalkative.com/info/live-streaming-marketing
Katie “Why a Live Streaming Strategy is Must-Have”, Ecamm. May 2021, https://ecamm.com/blog/why-a-live-
streaming-strategy-is-a-must-have-for-marketing/
“The Effect of Live Streaming on Digital Marketing”, Medium. Feb 2020, https://medium.com/trapica/the-
effect-of-live-streaming-on-digital-marketing-fedcdecce3be
“Nestle Deepens Digital Innovation Presence; Drumstick Brand Employs Video” CGT. Aug 2015,
https://consumergoods.com/nestle-deepens-digital-innovation-presence-drumstick-brand-employs-video
Kiely, TJ, “5 Examples of Brands Using Live Video.”, Falcon. Oct 2017, https://www.falcon.io/insights-
hub/topics/content-marketing/5-brands-successfully-using-live-video/
Binder, Matt, “The livestreaming boom isn't slowing down anytime soon”, Mashable. Sept 2020,
https://mashable.com/article/future-of-livestreaming