Why a Live Video Strategy is a Must-Have for Marketers [2020 Update]

Live streaming for marketers is no longer a novelty – live video is changing the way brands interact with their audiences. A live video strategy engages viewers in immediate and authentic ways that other social media formats cannot. And marketers are paying attention, with 28% investing more in live streaming.

Customers expect live video at every step of the consideration process. To meet this growing demand, savvy brands are finding new ways to use tools like Vimeo, LinkedIn Live, Facebook Live, and Periscope in their marketing stack.

“If you don’t livestream your show you’re missing out on a huge opportunity that your competitors are going to pick up on.” – Digital Manager, Carolina Herrera

91 million subscribers will utilize live streaming by 2024.

47% of viewers are live streaming more than a year ago.

Live streaming topped 1.1 billion hours in 2019.

80% of audiences would rather watch live video from a brand than read a blog.

82% prefer live video from a brand to social posts.

62% of consumers are more likely to have a negative perception of a brand that publishes poor-quality video.

Enjoyment of video increased sales intent by 97% and brand association by 139%.

Video on a landing page can increase conversion by 80% or more.

After watching a video, 64% of users are more likely to buy a product online.

Video in an email leads to 200-300% increase in click-through rate.

39% of executives call a vendor after viewing a video.

59% of executives would rather watch a video than read text.

73% of B2B businesses using live video report positive results to their ROI.

Livestreaming has the power to expand the viewership of an event attended by hundreds into the millions, to connect global offices, and to reach audiences of unprecedented scale for product launches, fashion shows, or exclusive fan releases.

There are more options for livestreaming than ever before, and understanding the equipment and up-front costs can be overwhelming.

Ready to explore a live video strategy for your brand?

We created The Ultimate Guide to Live Streaming Events because we know that while events and livestreaming may be essential to your marketing strategy, that doesn’t mean they’re easy. Nearly everything about event planning and live video is difficult – especially if you’re doing it for the first time. We want to provide you with the tools and information you need to make your event and livestream a success.


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In this guide you will learn:

  • Statistics and data on how the live event and video industry is growing and driving ROI.
  • Event planning best practices and tips from professional large-scale event producers and marketers.
  • Step-by-step instructions and tools for going live from our production team.
  • How nine organizations use Vimeo’s live streaming tech to expand the reach of their audience and increase live event ROI.
  • All the technical terminology and lingo you need to understand live video production.

Expand your audience with live streaming to Chromecast

Despite myriad choices among streaming video devices, Chromecast remains a popular choice among consumers. Google is taking note — it recently announced deeper Chromecast integrations into its hardware ecosystem, and now Chromecast is even taking the lead as the most popular streaming device in some markets (we’re looking at you, Australia).

Finding the best way to distribute your live content across Chromecast and similar devices like Roku, Amazon Fire TV, Apple TV, and Xbox can feel overwhelming. That’s where Vimeo OTT can help.

Live streaming with Vimeo OTT

Vimeo OTT streamlines content distribution workflows from one hub. Now, creators can launch their own branded apps and subscriptions across streaming devices — including Chromecast — to boost their reach without draining their bandwidth (or wallet). What’s more, Vimeo OTT supports both on-demand and live video.

ISC Sports, a regional sports broadcasting company from Indiana, grew from exclusively live streaming to blending live and on-demand video with Vimeo OTT. Through offering their content through more streaming channels, they’re able to broaden their reach and attract more advertising partners for their network.

You can learn more about ISC Sports’s story of expanding in OTT live streaming here.

Looking to get started with live video? Check out our Ultimate Guide to Live Streamig Events for more information, including stats, case studies, technical toolkits, and how-to’s.