Source: Brandlive [download page]
Notes: Communication and authenticity appear to be at the heart of live streaming video’s potential benefits to companies, per a report from BrandLive. Based on a survey of more than 200 brands, agencies and retailers, a more authentic interaction with the audience (79%) emerged as the top perceived benefit, followed by bringing a human element to digital marketing (63%), creating a library of video content that can be viewed or re-purposed later (61%) and learning from the real-time audience feedback (60%).
Among the 44% of respondents that had conducted at least one live streaming video event during the prior 12 months, simulcasting an in-person event was the top use case, followed closely by training customer service representatives, sales representatives and retail associates.
Meanwhile, the primary barrier keeping companies from using live interactive video more are resources (52%), cost/budget (44%) and it not being a high priority (28%). Interestingly, those leading challenges are fairly consistent across company sizes, though another key challenge – the lack of an internal champion – appears to be a bigger problem for larger than smaller companies.
Related: How Has Marketers’ Ability to Reach and Engage Customers Changed?
About the Data: The results are based on a survey conducted in December 2015 and January 2016 of 208 brand (46% share), retail (20%), agency (15%) and other (25%) executives.