Livestreaming was already being utilized by social media platforms as a way for content creators to interact with their subscribers. It engages viewers in a more personal and deeper level than usual. However, with the pandemic and the new regulations for social distancing and gathering bans, livestreaming has now been a major gamechanger. More and more brands have been utilizing this medium to connect with their consumers. Concerts, award shows and even parties have now gone full virtual.
As mentioned by Caroline Herrera, a digital manager, “If you don’t livestream your show, you’re missing out on a huge opportunity that your competitors are going to pick up on.” It does not only allow you to connect with your target audience, it also opens the possibility of you tapping on more. This is further strengthened by the estimate that by 2024, 91 million subscribers will already be utilizing livestreaming. This plus the fact that 80% of audiences prefer watching live videos than reading blogs from a brand and 82% preferring live videos from social media posts only shows the undeniable power this medium holds.
With the expansion of viewership and audience reach in an unprecedented scale, it is only natural that more brands will gravitate towards using it as a medium for their shows, events and campaigns. As freelancers and creatives, it only opens more opportunities for us.
However, understanding the equipment and the up-front costs it requires could be pretty overwhelming for someone new. It requires whole new softwares and workflows that may be unfamiliar and a bit different than what we’re used to in live production. Everything that we have done live is now being translated into a virtual environment.
And yet, has that ever stopped us from trying? Absolutely not. Just like how changes have happened in the past, it will only allow us to evolve and adapt in this fast-paced and ever-changing industry. Now that brands and companies have seen how livestream has changed the way we do things, it will definitely be a mainstay even after the pandemic. The only question is, are we ready to take on this challenge?