Streaming video has never been easier, and every year, the amount of content that is delivered this way grows dramatically. It is clearly an emerging option for content generation and delivery, and makes sense for businesses in many industries. The essential point to consider is that this form of content delivery is unlike anything that has come before it. It offers a unique set of challenges and benefits that even media embedded in a company website can’t compare with. Unsurprisingly, it takes special equipment and expertise to take full advantage of it, as well as a forward thinking approach to creating media.
Why should businesses seriously consider streaming video?
The power of content delivered in real time cannot be overstated. When organized and executed properly, it can drive up brand loyalty and interest in impressive ways. How does it do this? Consider what the technology offers to a business:
- Above all else, this form of content delivery appears (and is) genuine. It isn’t run through a marketing team that edits everything down to the last word. Consumers know this, so when they interact with people representing the company, they know they aren’t being manipulated. This is a powerful effect that ensures consumers are better engaged and more welcoming to the company’s messaging.
- It can allow a company to demonstrate new products immediately. Consumers want to see their products in action before they buy in. By streaming video of product demonstrations, companies can provide just that to interested consumers.
- With the right person in front of the camera, it’s possible to better control the company’s message. Better yet, a company can exert this control without resorting to marketing language that turns consumers off.
- Company representatives can answer customer questions and respond to their concerns immediately. This follows the previous point as well. Q&As are very popular and by opening up the discussion for questions, consumers feel like they are part of the conversation, rather than feeling like they are being talked to. And if there is any confusion regarding a product or an element of the company’s message, it can be resolved before it becomes a larger problem.
- And with real time data gathering, a business can see exactly which parts of their content are received well, and which parts aren’t. This can assist with future decision making.
It’s not all roses, though, as there are real challenges to streaming video as well. For one, it takes a more involved technical setup than just basic media recording. Otherwise, a company may be restricted to only filming live events, where production values aren’t expected to be perfect. Also, it is imperative that a company know its audience before producing content, as the wrong decisions can be hard to recover from. This is why companies usually engage in some market research before committing to the technology fully.