Not long ago, we discussed the non ‘millennial’ generation relishing the experience of live streaming – to be specific, the joys and changes of Snapchat. Forward to 2017 and we are the epitome of being live.
Though live streaming is not the newest update for social media, Instagram LIVE has been the change which has surged through millions and allows your friends, family or most importantly, your followers, to go from seeing your “story” throughout the day, to allowing you to be as in your face with your audience as digital trends welcome today.
However, as a digital and creative agency versed in the social commentary with any tech advances, we have to ask the question, is this another brain changer for agencies and advertisers? Another way to see how native advertising will worm its way into live streams? Or is this just another social media renovation to keep up to date with? And what happens to content when the few who were privy to live streaming – the now accomplished, self-taught viral entrepreneurs and modern masterminds of the key word for 2016: “personal brand”- are now the needles in the haystacks, gaining just a few views in a bundle of amateur broadcasters?
With Instagram’s ability to reach 30% of the internet (as that’s how many are also active on the app) it is the most popular live streaming video. This is not merely a number any brand can have access to, but a direct reflection on who is watching who, and more importantly, who the real influencers are.
There is much room to be sceptical towards live streaming until you think about how adaptable the public have been as a community to online revolutions in their offline lifestyles – especially where social media is concerned. As an optimist, the assimilation of live streaming calls for brands to get creative and utilise the potential and growing audience they may have.
On the other hand, what will be interesting to observe is how platforms such as YouTube do, if everything is becoming just a tad more instant. The argument may be that a different audience will want to watch a live stream compared to those who watch recorded and edited videos, however the overlapping of styles may mean brands are now more selective with where content is published and by consequence, they can now expect a certain audience and viewership for different segments. Or by contrast, just as letters, podcasts, the documented media are seen more and more through rose tinted glasses and becoming increasingly popular, this nostalgic element may dictate and differentiate audiences so live streaming doesn’t just become a trick or gimmick.
It’s about seeing if, as an audience, we will get to listen to the chorus we want and as a brand, being as innovative as the space allows, or if it will just be a battle to cut through the white noise to simply get to the good.