Abstract
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.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Hyder, S.: The Zen of Social Media Marketing, 4th edn. BenBella Books, Dallas, TX (2016)
Kemp, S.: Number of social media users passes 3 billion with no signs of slowing. The Next Web (2017). Retrieved from https://thenextweb.com/contributors/2017/08/07/number-social-media-users-passes-3-billion-no-signs-slowing/
Kemp, S.: Digital in 2017: global overview. We Are Social (2017). Retrieved from https://wearesocial.com/special-reports/digital-in-2017-global-overview
Cisco: Cisco visual networking index: forecast and methodology, 2014–2019 white paper. Cisco, San Jose, CA (2015). Retrieved from http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/white_paper_c11-481360.html
The Science of Social Video (2016). Retrieved from https://go.brightcove.com/marketing-social-research
Piontek, K.: The periscope trend: using live video in content marketing. Articulate Inbound Content Marketing (2016). Retrieved from http://www.articulatemarketing.com/periscope-live-video-in-content-marketing
Copp, E.: 10 benefits of social media for business. Hootsuite Blog (2016). Retrieved from https://blog.hootsuite.com/social-media-for-business/
Peters, B.: Solving the 10 most common social media marketing challenges. Buffer Social (2016). Retrieved from https://blog.bufferapp.com/solving-the-10-most-common-social-media-marketing-challenges
Dunn, M.: Why messaging apps and bots are the future. Likeable Blog (2017). Retrieved from https://www.likeable.com/blog/why-messaging-apps-and-bots-are-the-future
Mathison, R.: Facebook messenger bots for business: a guide for marketers. Hootsuite Blog. (2017). Retrieved from https://blog.hootsuite.com/facebook-messenger-bots-guide/
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 https://damianradcliffe.wordpress.com/2016/12/07/report-social-media-in-the-middle-east-the-story-of-2016/
An, M.: The future of content marketing: how people are changing the way they read, interact, and engage with content. Hubspot (2016). Retrieved from https://research.hubspot.com/reports/the-future-of-content-marketing
Ross, P.: Native facebook videos get more reach than any other type of post [Blog] (2015). Retrieved from https://www.socialbakers.com/blog/2367-native-facebook-videos-get-more-reach-than-any-other-type-of-post
Mohan, P.: Mark Zuckerberg: soon, the majority of content we consume will be video. Fast Company (2016). Retrieved Mar 27 2016 from http://www.fastcompany.com/3057024/fast-feed/mark-zuckerberg-soon-the-majority-of-content-we-consume-will-be-video
Savage, J.: Top 5 video marketing trends for 2016 [INFOGRAPHIC]. SocialMediaToday (2016). Retrieved from http://www.socialmediatoday.com/marketing/top-5-video-marketing-trends-2016-infographic
Golum, C.: 62 must-know live video streaming statistics. The Stream (2016). Retrieved from https://livestream.com/blog/62-must-know-stats-live-video-streaming
Miles, G.: 8 Mobile marketing stats to help you plan for 2016 (2016). Retrieved from http://www.socialmediatoday.com/marketing/8-mobile-marketing-stats-help-you-plan-2016
Petrucci, L.: The new 4 levels of LIVE streaming! (2018). Retrieved from https://livestreamingpros.com/the-new-4-levels-of-live-streaming/
Stelzner, M.: Live video strategy: how to create a show that engages. Social Media Examiner (2017). Retrieved from https://www.socialmediaexaminer.com/live-video-strategy-how-to-create-a-show-that-engages-luria-petrucci/
Yeung, K.: Twitter’s periscope broadcasts 200 million streams in its first year. VentureBeat (2016). Retrieved Mar 30 2016 from http://venturebeat.com/2016/03/28/twitters-periscope-broadcasts-200-million-streams-in-its-first-year/
Bernazzani, S.: How to use facebook live: a bookmarkable guide. Hubspot (2016). Retrieved from https://blog.hubspot.com/marketing/facebook-live-guide
Constine, J.: Instagram stories hits 250Â M daily users, adds live video replays. Tech Crunch (2017). Retrieved from https://techcrunch.com/2017/06/20/instagram-live-video-replays/
Shieber, J., Constine, J., Constine, J., Perez, S., Lynley, M., Perez, S., et al.: Periscope. TechCrunch (2017). Retrieved from https://techcrunch.com/topic/company/periscope/
Perez, S.: Vimeo acquires livestream, launches its own live video product. TechCrunch (2017). Retrieved from https://techcrunch.com/2017/09/26/vimeo-acquires-livestream-launches-its-own-live-video-product/
Hines, K.: How to broadcast with youtube live. Social Media Examiner (2016). Retrieved from https://www.socialmediaexaminer.com/how-to-broadcast-with-youtube-live/
Timoteo, J.: 14 ways your business can successfully use live-streaming video. Impact (2017). Retrieved from https://www.impactbnd.com/blog/ways-to-use-live-streaming-video
Gilbert, M.A.: EdX E-Learning Course Development, 1st edn. Packt Publishing, Birmingham, England (2015)
Gilbert, M.A.: Live streaming video survey (2016). Available at: https://docs.google.com/forms/d/17PDfh2KG3yBcCcKW1Qhrhe1ttSsSciQtOqFIOWQcfKI/viewform
Hertzberg, J.: Best practices: how to use live video to enhance events. Adage (2016). Retrieved from http://adage.com/article/digitalnext/practices-live-video-enhance-events/304099/
Dewey, C.: The (very) dark side of live-streaming that no one seems able to stop. The Washington Post (2016). Retrieved from https://www.washingtonpost.com/news/the-intersect/wp/2016/05/26/the-very-dark-side-of-live-streaming-that-no-one-seems-able-to-stop/
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Appendix
Appendix
See Tables 1, 2, 3, 4, 5, 6, 7, 8, 9 and 10.
Rights and permissions
Copyright information
© 2019 Springer Nature Switzerland AG
About this paper
Cite this paper
Gilbert, M.A. (2019). Strengthening Your Social Media Marketing with Live Streaming Video. In: Al-Masri, A., Curran, K. (eds) Smart Technologies and Innovation for a Sustainable Future. Advances in Science, Technology & Innovation. Springer, Cham. https://doi.org/10.1007/978-3-030-01659-3_42
Download citation
DOI: https://doi.org/10.1007/978-3-030-01659-3_42
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-01658-6
Online ISBN: 978-3-030-01659-3
eBook Packages: Earth and Environmental ScienceEarth and Environmental Science (R0)