What's New With Media

Emerging media effects on integrated marketing communication

On Air: your brand in real time

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Live from New York, it’s Saturday Night…or so the saying goes except now with the innovation of mobile apps like Periscope and Facebook you can be live, on-air any day, at any time, and from any location.


Periscope, which was launched in March 2015, is owned by Twitter and has 10 million users. Within one year there have been 200 million broadcasts.


Infograph from Visually


Combine that with Facebook Live, which rolled out in April 2016, and you have millions of potential users who can self-broadcast what’s going on in the world around them.


Infograph from Social Media Today

And it’s not just individuals who are embracing the live stream, for example, ABC News partnered with Facebook to do live online broadcasts of both the Republican National Convention and the Democratic National Convention in addition to live streaming all of the presidential debates.


This also means that brands – both for profit and nonprofit have a new medium to tell their stories and connect with potential consumers and advocates. According to Adweek.com, “Sixty-four percent of consumers have watched live online videos in the past year.”

So should you be advertising in conjunction with live streaming content? Adweek.com also found that live ads are 75 percent more emotionally engaging and purchase likelihood is 77 percent higher, while 31 percent of consumers said they remember live ads.

Beyond running ads during live events, marketers can use Periscope and Facebook Live to broadcast their own content and tell their own stories in compelling ways. Use it as a platform to get to know your audience and give them the opportunity to know your brand better. Conduct a Q&A session, live stream a new product launch, or give brand advocates a chance to tell their own stories – the possibilities are limitless. For more tips on how to take your brand live, check out this post from Social Media Examiner.



One thought on “On Air: your brand in real time

  1. Hi there,

    Interest blog post! I’ve been anxious to use Facebook Live for my company’s account mainly because it seems like it has to be a perfect stream. How do you make it look organic and unrehearsed? Or, how do you conduct a Q&A without ensuring nothing goes wrong or is awkward? I may be overthinking it. Or, that may be the real appeal of the live stream.



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