Strengthening Your Social Media Marketing with Live Streaming Video

Conference paper
Part of the Advances in Science, Technology & Innovation book series (ASTI)


With more than 3 billion users worldwide, social media has transformed marketing; it offers individuals and organizations alike the ability to effectively and affordably attract, convert, and transform consumers. Mirroring the growth of social media (and in many ways fueling it) are mobile devices: there are more than 5 million unique mobile users worldwide with nearly 2.8 million people accessing social media with mobile devices and 80% of worldwide internet users owning at least one smartphone. Mobile video is a particularly promising platform to communicate to consumers; 80% of Internet traffic will be video by 2019 and 74% of consumers are more likely to buy a product or service after watching a branded video. However, recorded video is costly and cumbersome to produce; live streaming video decreases costs while increasing customer engagement and enhancing influence. Recognizing that live streaming video can strengthen social media marketing strategies, this paper reviews the rise of social media, explains the role of live streaming video, previews live streaming video platforms, proposes live streaming video strategies, shares live streaming video survey results, and evaluates the impact of live streaming video.


Content marketing Facebook Instagram Live streaming video Marketing Mobiles Smartphones Social media marketing Periscope 


  1. 1.
    Hyder, S.: The Zen of Social Media Marketing, 4th edn. BenBella Books, Dallas, TX (2016)Google Scholar
  2. 2.
    Kemp, S.: Number of social media users passes 3 billion with no signs of slowing. The Next Web (2017). Retrieved from
  3. 3.
    Kemp, S.: Digital in 2017: global overview. We Are Social (2017). Retrieved from
  4. 4.
    Cisco: Cisco visual networking index: forecast and methodology, 2014–2019 white paper. Cisco, San Jose, CA (2015). Retrieved from
  5. 5.
    The Science of Social Video (2016). Retrieved from
  6. 6.
    Piontek, K.: The periscope trend: using live video in content marketing. Articulate Inbound Content Marketing (2016). Retrieved from
  7. 7.
    Copp, E.: 10 benefits of social media for business. Hootsuite Blog (2016). Retrieved from
  8. 8.
    Peters, B.: Solving the 10 most common social media marketing challenges. Buffer Social (2016). Retrieved from
  9. 9.
    Dunn, M.: Why messaging apps and bots are the future. Likeable Blog (2017). Retrieved from
  10. 10.
    Mathison, R.: Facebook messenger bots for business: a guide for marketers. Hootsuite Blog. (2017). Retrieved from
  11. 11.
    Radcliffe, D.: Social media in the middle east: the story of 2016. Social Media in the Middle East. Damian Radcliffe, Eugene, Oregon (2016). Retrieved from
  12. 12.
    An, M.: The future of content marketing: how people are changing the way they read, interact, and engage with content. Hubspot (2016). Retrieved from
  13. 13.
    Ross, P.: Native facebook videos get more reach than any other type of post [Blog] (2015). Retrieved from
  14. 14.
    Mohan, P.: Mark Zuckerberg: soon, the majority of content we consume will be video. Fast Company (2016). Retrieved Mar 27 2016 from
  15. 15.
    Savage, J.: Top 5 video marketing trends for 2016 [INFOGRAPHIC]. SocialMediaToday (2016). Retrieved from
  16. 16.
    Golum, C.: 62 must-know live video streaming statistics. The Stream (2016). Retrieved from
  17. 17.
    Miles, G.: 8 Mobile marketing stats to help you plan for 2016 (2016). Retrieved from
  18. 18.
    Petrucci, L.: The new 4 levels of LIVE streaming! (2018). Retrieved from
  19. 19.
    Stelzner, M.: Live video strategy: how to create a show that engages. Social Media Examiner (2017). Retrieved from
  20. 20.
    Yeung, K.: Twitter’s periscope broadcasts 200 million streams in its first year. VentureBeat (2016). Retrieved Mar 30 2016 from
  21. 21.
    Bernazzani, S.: How to use facebook live: a bookmarkable guide. Hubspot (2016). Retrieved from
  22. 22.
    Constine, J.: Instagram stories hits 250 M daily users, adds live video replays. Tech Crunch (2017). Retrieved from
  23. 23.
    Shieber, J., Constine, J., Constine, J., Perez, S., Lynley, M., Perez, S., et al.: Periscope. TechCrunch (2017). Retrieved from
  24. 24.
    Perez, S.: Vimeo acquires livestream, launches its own live video product. TechCrunch (2017). Retrieved from
  25. 25.
    Hines, K.: How to broadcast with youtube live. Social Media Examiner (2016). Retrieved from
  26. 26.
    Timoteo, J.: 14 ways your business can successfully use live-streaming video. Impact (2017). Retrieved from
  27. 27.
    Gilbert, M.A.: EdX E-Learning Course Development, 1st edn. Packt Publishing, Birmingham, England (2015)Google Scholar
  28. 28.
    Gilbert, M.A.: Live streaming video survey (2016). Available at:
  29. 29.
    Hertzberg, J.: Best practices: how to use live video to enhance events. Adage (2016). Retrieved from
  30. 30.
    Dewey, C.: The (very) dark side of live-streaming that no one seems able to stop. The Washington Post (2016). Retrieved from

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.American University in the EmiratesDubaiUnited Arab Emirates

Personalised recommendations