The future of branding is online video. Facebook and Twitter have flocked to it, while YouTube has successfully created an entire platform dedicated to connecting audiences with invigorating content. Hundreds of companies have already found incredible success by increasing conversions, improving brand confidence or simply reaching out to their audiences in a more intimate, immediate way. Meanwhile, network news bureaus fold into local affiliates for cost-saving measures, while social media platforms have taken up the slack.
The next step for companies is to give that video urgency—run it live. Facebook is spending $50 million on brands from BuzzFeed to Michael Phelps, all in the name of pushing its new Live project. YouTube’s live-streaming capabilities have grown exponentially since its launch, while Snapchat and Twitter’s Periscope have proven that immediacy, no matter how polished, captures audiences’ attention like nothing else.