Livestreaming Events: How Event Marketers Can Grow ROI (Video)

Event marketers always have one question when it comes to livestreaming events: How will this affect my ticket sales?

Anyone who has produced a B2B marketing event knows the two largest challenges are getting the right people in the room and then proving the value of your event. Luckily, live video can help with both.

People attend marketing events for the networking. Sure, they want to learn, they want free mini-sandwiches, and swag bags. But they’re attending to see, be seen, and connect with your team and attendees. Your speakers are probably great, but at the end of the day, folks who intend to come will not be swayed into not attending by a livestream.

Many people DO want to attend your event, but can’t for geographic, economic, or other reasons. Livestreaming events allows you to engage the customers and prospects in the room, while expanding the reach of your message to those who cannot attend.

Growing Revenue + Lead Generation With Live Video

Livestreaming events can also help your future ticket sales. In a survey with New York Magazine, we found that 67% of people who watch a livestreamed event are more likely to buy tickets to attend the event the next time around. Additionally, audiences expect event content to be available live online: 80% said they would rather watch a livestream from a brand than read a blog or social posts. By livestreaming events, you’re recruiting future paying attendees for your event or conference.

Additionally, by “gating” your stream with a lead capture form, you can collect more information about your livestream viewers, and nurture them via email or social until your next event.

Another way to recoup funds from your live event is leveraging a pay-per-view system. Social Media Week streams their global conferences only to pay-per-view subscribers. In our survey, 43% of viewers said they’d willingly pay for live video content from their favorite speakers or performers. If your content is top notch, live video access can be another way to monetize your event. Social Media Week sees on average a 75% jump in subscriptions in the 90 days before their next live event – accessing live, and joining the conversation is what subscribers are paying for.

Stream Your Event On Social

Streaming your event with Livestream also means you can stream to your website and social channels like Facebook Live at the same time. A great strategy for events is to stream your opening keynote simultaneously on Facebook (or Twitter, or YouTube) and your website. When the session wraps, tell social viewers to head to your website to watch the rest of the event live. This drives traffic to your owned properties where you can control the brand experience around your event livestream. Also, engaging these viewers on social with your event’s hashtag is an easy way to get your event trending on Twitter.

Want to learn more about how brands like Tough Mudder and Tiffany & Co. are driving ROI and real results from their events with live video? Check out the webinar below.

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.


DOWNLOAD THE GUIDE

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.