Report: Executives Believe Livestreaming Fosters Authentic Brand Engagement

By Kimberlee Morrison Comment


Social livestreaming really went mainstream in 2015While Twitch is an industry leader right now, it is a very niche platform with a focus on gaming.

Still between emerging mobile first platforms such as Snapchat and Periscope, and more mature platforms like Ustream, there’s a lot of room in the market for other use cases.

Brandlive, an interactive livestreaming software company, interviewed 200 executives from consumer product and retail brands to understand how they plan to integrate livestreaming into their business strategies.

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The study shows that 44 percent of executives polled held a livestreaming event during 2015, and 20 percent plan to test live streaming during 2016. With less than half of Fortune 500 executives on social, this bodes well for more executive integration into the marketing and brand space.

And executives are prepared to back up this expansion with real investment in 2016. Nearly a quarter said they would be increasing livestreaming budgets this year. 39 percent believe livestreaming is important to their overall marketing mix in 2016, and 20 percent believe it’s very important.

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Last year, most livestreaming tests by companies were for training purposes. This year the plan is much more focused on marketing, with companies planning to livestream influencer briefings and product launches, among other activities.

Brandlive vice president Steve Gehlen said in a release:

Based on the survey results, it’s clear that many consumer product brands and retailers are exploring live streaming video as a new digital communication channel. With live video, they are interacting with their employees, partners and consumers in a new way that is authentic, engaging and scalable.

Download the full report for more insights.