7 Brands That Thrive Using Live Video


Dunkin’ Donuts

You’re running late in the morning, and want to grab an iced coffee and a quick breakfast to go. If you’re on the East coast and aren’t a huge fan of the Starbucks on every block, you might consider Dunkin’ Donuts (sorry, California). Although donuts may not be huge among millennials—it’s more about cronuts these days—Dunkin’ Donuts has taken advantage of visual media to appeal to those who would rather spend time online than on line. Of course, they hit the big four: Facebook, Instagram, Twitter, and YouTube, but they also took to campaigning on platforms like Snapchat and Periscope, all of which have live video features. In 2015, they collaborated with Spotify to host a concert series, which was live streamed on its website and saw success in both driving traffic to the site and selling iced coffee. In another instance, Dunkin’ Donuts live streamed the creation of a donut-themed wedding cake, calling it a test kitchen or sorts, which attracted more than 36,000—all of whom were just watching a cake being baked.


Another brand that has found success in incorporating live streaming into digital marketing is Adidas. Its #ThereWillBeHaters campaign started in March 2015 with a live video of James Rodriguez, famed Real Madrid and Colombian national team player, in which he signed a contract extension with the brand. Adidas also hosted similar campaigns with the likes of Gareth Bale, Karim Benzema, and Luis Suarez, launching a live stream of the #ThereWillBeHaters short film that same month.


You know the deal. It started in a garage in Cupertino. Many, many black turtlenecks and white sneakers later, Apple has made its mark as one of the most successful tech innovators ever—in fact, it’s one of the top ten largest companies in the world. As of 2016, their quarterly revenue averaged $46.9 billion. How can one begin to explain Apple’s explosive success and the massive, almost cult-like following it has today? One of the reasons is buzz. Twice a year, they host a live product release that is streamed globally. It attracts millions of viewers, of course. More importantly, it generates the kind of buzz needed to give a product a cracking head start and cutthroat edge in the market, making it a prime example of how the manufacturing of excitement brings tangible results.


Remember how BuzzFeed once live streamed a video of some highly qualified fruit scientists exploring how many rubber bands it takes to make a watermelon burst? At the time, it was the most tuned in live video on Facebook and had racked up over 807,000 viewers at its peak. For those who are curious, it took 45 minutes of rubber band wrapping to make the big melon explode. Why on Earth would someone watch a 45-minute stream of this? In one word, momentum. The other 44 minutes of video were leading up to that moment, building tension all throughout, keeping viewers interested.  BuzzFeed isn’t a traditional business that would reap the benefits of launching new products or services on live video, so they rely on advertising and creating fun, exciting, in-the-moment content like this. Clearly, something about this just works: the video now has over 10 million views.



Al-Jazeera, one of the most respected sources of (real, not “fake”) news, has utilized video streaming—one of the first news corporations to do so—to stand out among the others in terms of both reach and efficiency. Of the 270 million or so homes around the world that Al-Jazeera reaches, a fairly large number of those are through free online streaming. While this may not seem revolutionary in and of itself, their innovative use of streaming on social media has streamlined the way we get our news—for the better.


Even if you haven’t heard of Tastemade, you’ve probably seen it before, and it chances are that it has made you hungry. Tastemade is an online publication that centers on everything food, from recipes to vlogs to video tutorials on cooking miniature versions of real food. No, really–the Tiny Kitchen series, which consists of using teeny-tiny ingredients to make a real meal, is one of the most successful video ventures from the brand to date. A live version of this series gathered more than 3 million views. Since then, the brand has been exploring live video more and more as a way of drawing social media traffic and engaging with viewers. By doing so, Tastemade combines the visual appeal of food with the immediate appeal of live video, with the end result being something highly watchable that speaks to viewers’ hearts (and stomachs).


In July 2015, multinational corporation GE launched its #DRONEWEEK campaign. No, it’s not what it sounds like—more U.S. drone strikes devastating the Middle East—but it does involve the flight of unmanned aerial vehicles. The GE-engineered drones’ cameras connected to a live broadcast of things like interviews with GE scientists and tours of their different facilities across the country, as well as showcasing of their machinery. The drones flew from coast to coast, and #DRONEWEEK earned a reputation as “Shark Week for science and social video nerds”. GE upped the fan appeal by creating a drone Twitter account to interact with viewers. Once again, a brand successfully married social media and visual digital marketing with the use of live video streaming.

Should You Live Stream Your Wedding?

Imagine this: it’s sometime in the late spring or early summer, the church (or temple, or mosque) bells are ringing, and one of your beloved friends or family members is getting married. Now imagine it on a screen. The happy
couple are exchanging their vows somewhere in another state, but you’re able to bear witness to this touching moment from wherever you are because you couldn’t make it. Or because you’re a jilted ex who wasn’t invited. Either/or.

shutterstock_388636240One might assume that live streaming couldn’t possibly have a strong foothold in the wedding industry, but that’s not true. In fact, it’s been around since live streaming took its first breaths in late 2007. So while
the market for wedding live streaming isn’t new, it has been a steadily rising through the industry ranks among tech-savvy new brides-and-grooms-to-be. And why wouldn’t it? If others can choose to stream the big days in their lives that families and friends don’t want to miss, like graduation ceremonies, it only makes sense to stream the biggest day of your life.

The main reason couples may opt into live streaming their wedding is for the benefit of guests who had no choice but to send back their RSVP with regrets because they are unable to attend. It’s an unfortunate but not uncommon truth: not everyone on your guest list can physically be there, whether it is a friend who cannot afford to attend a destination wedding or and elderly family member with an illness or ailment. But that doesn’t mean they can’t be a part of your big day—at least not without the help of a professional streaming service. It’s the next best thing to being there.

The importance of a professional streaming service to ensure that everything goes seamlessly cannot be stressed enough, because your wedding day can be stressful enough as it is. While free streaming services are available for your use and it may be tempting to skimp on this part of your nuptials, this leaves you much more prone to technical errors and quality issues on the day of your wedding. And with pro platforms, you have premium features like password protection, so you can be as exclusive as you like—so that your ex can revel in your happiness (or not). Or, if you’re anything like the royal couple, you can broadcast it to the world and have people talking about that dress for weeks.

So how does it work? It can be as simple as hooking up a video camera and a mic to an encoder and an internet connection. With Primcast’s live event streaming service, you get instant account activation and fully managed setup with remote assistance, and you can broadcast from a laptop or pair a camera with a Cerevo Livehell 2 to broadcast from anywhere. This can be done with 3G or 4G networks as well, meaning you are not limited to the confines of a building with Wi-Fi, so you can have that unique fairytale inspired garden wedding you and millions of others have always dreamed of. And, with features like Primcast’s nDVR, your stream remains as an on-demand video that you can re-watch, rewind, pause, forward, and so on.

It is clear that live streaming is an important up-and-coming player in the $300 billion dollar global wedding industry. In fact, it would not be out of place to say that it will be an expected part of the celebration within the next few years. So, regardless of what role you play on the big day, getting on board with the trend/times can be beneficial. If you’re the videographer, it gives you an edge among the competition because you are offering an exclusive service to clients. If you are a church, you can incorporate it into wedding packages or add it as a bonus to existing streaming services. Lastly, if you are the one getting married, you can relax and enjoy your wedding day, knowing that your most candid, memorable moments will be captured for years to come.

The Psychological Reason People Love Live Streams

If you haven’t heard of it by now, it’s time that you do: FOMO, or the fear of missing out, is an epidemic. It’s certainly no swine flu, which, speaking from experience, is no fun at all, but it is a widespread phenomenon that has noteworthy psychosocial effects on people. As shutterstock_434264908weird as it sounds, though, there are some
upsides to FOMO, one of them being that it has fostered a booming industry for live event streaming.

To better understand the appeal of live streaming in relation to FOMO, we need to understand why the human body triggers this kind of response in the first place, and to do that, we must go back to ancient times. Is Krog in the cave next door throwing a cave party without me? Do all the other dinosaurs not like me? OK, maybe not that ancient—but you get the picture.

According to clinical psychologist Dr. Anita Sanz, FOMO is a very, very old fear being triggered by a new stimulus: social media. Sanz claims that it began as a survival instinct of sorts, considering that at one point our survival as individuals within a tribe and as a species hinged on our being aware of threats both to ourselves and to the larger group.

“To be ‘in the know’ when we roamed around in small groups was critical to survival,” said Sanz on Quora. “To not be aware of a new food source, for example, meant you literally missed out on something that could mean the difference between life and death.”

Of course, Sanz recognizes that the way we keep each other in the know of important information and potential sources of danger has dramatically evolved since then. Today, we use forms of communication like TV, newspapers, the internet, and last but certainly not least, social media.

So, it makes sense that feeling like we’re missing out leaves an important enough impression to incite a reaction from us. It is literally hardwired into our brains. This is not to say that not making it to a music festival you’re seeing all over Facebook and Twitter is a matter of life or death, but for many people, social media is how they connect to their community, so it becomes a social lifeline of sorts. As we become increasingly aware of what the people around us are doing—often in real time and at hyper-speed—we don’t want to feel excluded.

This has not gone unnoticed by the big names in business and entertainment. In fact, they even incorporate peoples’ fear of missing out into their promotional strategies. If they’ve got a major live event coming up, like a concert, they may restrict access after the live stream of the concert ends. This means that if they don’t join in the moment, they miss out. And what if they miss out on something really, really good? It’s the “what if” that appeals to the FOMO in us. This has been duly noted and utilized by concert presenters like LiveNation and AEG.

Part of what makes live streaming so versatile, though, is that it can also ease peoples’ FOMO. According to a study by Eventbrite, 69% of millennials experience FOMO when they can’t attend something that their family or friends are going to. They might not be able to attend because of finances, distance, physical disabilities, etc. Whatever the case, live streaming allows them to really feel included and be a part of the event. And this is beneficial for brands, too: 67% of viewers who live stream an event are more likely to buy a ticket to that event or a similar one post-stream. Don’t underestimate millennials—they would rather spend money on experiences, like concerts, festivals, sports or parties, instead of buying tangible products. And aren’t experiences the most valuable thing of all?

The FOMO epidemic extends past concerts and festivals. According to Facebook’s own data, people comment ten times more on Facebook Live videos than regular videos. People are also watching these videos for longer, spending three times as much time watching Live videos as they do on-demand. BuzzFeed once live streamed a video of two people attaching rubber bands around a watermelon until it burst. It had 807,000 viewers at the end of its 45 minute stream.

Why do people even want to watch rubber balloons obliterate a watermelon, you ask? Nobody wanted to miss the moment that fruit finally went kaboom. The other 44 minutes of that stream was just a buildup to that sweet, seedy moment the watermelon burst. It was gratifying, and social media has kind of coddled us into a state of instant gratification. According to Dr. Susan Weinschenk, we navigate the web in a series of dopamine loops.

Said Weinschenk, “With the Internet, Twitter, and texting you now have almost instant gratification of your desire to seek. Want to talk to someone right away? Send a text and they respond in a few seconds. Want to look up some information? Just type your request into Google… Dopamine starts you seeking, then you get rewarded for the seeking which makes you seek more.” With live video, you have an environment that welcomes instant reactions and with which you can provide instant feedback. In other words, the process of watching a live event is rich in dopamine.

We gravitate towards live content because it is literally in our nature. We don’t want to miss out on critical information. We want to feel included. We crave suspense. We want to instant gratification. With live content, what you see is what you get, and there is a raw, visceral appeal in that, and this is something our psyche understands.

3 Must-Know Ways to Monetize Your Videos

Online video is valuable, and anything with value in a consumer-driven capitalist state can be sold for a profit. According to BI Intelligence, digital video ad revenue reached almost $5 billion in shutterstock_5851470372016, up from $2.8 billion in 2013. It probably makes sense to monetize your video content as another source of revenue to literally make your videos work for you. But how? There are a number of good options, but the best option for you is dependent on a number of factors, like the nature of the content you produce and the size of the audience it generates. Making the most informed decision often involves dissecting each option and can be time-consuming, so we went ahead and did it for you below.

Video Advertising

What was your favorite ad as a child? I know my least favorite: the annoying, ever-present Zoobooks commercial. Regardless, video advertising has been around since the dawn of time. And by this, I mean the dawn of when executives realized they could capitalize on television programming with the first ever TV ad, which promoted a local baseball game. The airtime was purchased for just $4 in 1941. Since then, it has remained one of the most popular ways that brands and services advertise and that visual programming earns revenue—which is definitely worth more than $4 in 2017.

With video advertising, your video content is free and available to a virtually unlimited number of users. If the content is good, free, and accessible, it is likely that you will attract a larger audience—and the more you exhibit an ability to attract an audience, the more businesses will be willing to pay to access this audience. Revenue is generated by selling pre, mid, or post-roll ads, using one of many ad-choice models (such as the VAST and VPAID models offered by Primcast). Ads can be tailored to target audiences by location, interests, etc., which consequently converts more viewers into valuable customers and boosts your advertising value.

Of course, this means that you must demonstrate that you have a large enough audience to target as well as the means to produce video content at a rate that retains viewership, so this option is best left to bigger broadcasters. If you cannot attract a sufficient number of people, it does little in the way of seeing a return on production spending (and just means that you just haven’t met the right one yet). But if you meet the criteria, video advertisements before, during, or after your video content are a very sustainable source of revenue that can work long-term.


Ah yes, pay-per-view. If you’re a sad millennial like me (or older), you may remember the days before Netflix when there was no option but to add $10 to your cable bill if you wanted to see a premium movie on demand. You may even remember Blockbuster. Got chills down your spine yet? This is still a model that works and works well—online, that is. It is used by many platforms, big and small, from those motivational business webinars to Google Play. With pay-per-view, your video content is a standalone product that viewers pay a one-time fee to access. This is done with tools such as a paywall. In general, aim to broadcast your content on a platform that has a monetization option like a paywall built in.

The good? Success in your capitalistic ventures—even if your audience is modest in size, you can still generate a large amount of revenue because pay-per-view content generally brings more income with a smaller audience than other options, making it perfect for small to medium sized broadcasters. This is especially true if your video content fits a particular niche and has a target audience that is willing to pay a premium price on premium content. There are also fewer limits on maximum revenue, so all in all: more money.

The bad? Because this is a one-and-done situation, viewers are only engaged short-term and there isn’t much incentive to commit to your brand (like so many guys I know). You may also have to spend time, money, and effort on attracting viewers since your content isn’t accessible to everyone, so not everyone may know its value. And because viewers are paying valuable dollars for your content, they also need to have access to 24/7 support in case of any issues with playback—but not to worry, as Primcast offers some of the best around-the-clock customer service there is.


The next step up from a pay-per-view is creating a subscription-based service for your video content. The concept is providing valuable content long-term in exchange for a long(ish)-term return on investment. There are many different ways to go about this. You can charge for content as a bundle, as bigger streaming companies like Fox Soccer do, or as a membership where you charge monthly or annually for as low or as much as you like. It is recommended to start low as you build a viewer base. If you charge as little as $1 per month and get, say, 60 new subscribers a month on average, in your first 6 months you are up to $360 in subscription revenue per month.

Unlike with pay-per-view, however, monetization with a subscription service creates brand loyalty because it creates repeat customers. In fact, many people already subscribe to visual content in one way or the other. Think cable and Netflix. It’s convenient for your audience because they know what they want and what they’re getting and they can pay for it all at once. This also generates greater overall revenue for content creators and is a steady form of income. But in order for a subscription service to be a viable option, you must put out video content consistently that people actually want to watch.

Facebook Live vs. Professional Streaming Platforms


Facebook Live didn’t start the fire—it was always burning since the live stream machine’s been churning. Although streaming live video online has officially been a thing since 2007 with the birth of Livestream, formerly known as Mogulus, it has recently been given new life by the likes of Periscope, Meerkat (RIP, gone too soon) and more heavyweight platforms like YouTube Live. Even more recently, around May of 2016, Facebook rolled out its Live feature to all its users. It had previously only been available to public figures and celebrities.

So what can you do with Facebook Live, really? And how does it even work? Well, that’s the easy part:

  1. Do whatever you want, from showing your friends your cute dog doing cute dog things to gaining social media exposure by executing viral marketing campaigns, hosting seminars and panels, and promoting live events.
  2. Hit the “Live” button at the top of your feed and begin broadcasting to your followers, all the while monitoring likes, questions, and comments from your viewers.

Watching and and being able to engage with events in real-time has universal appeal and brings real results. Social Media Today found that people spend 3 times longer watching a video that is live compared to pre-recorded video.  Not only do people watch, but they love using live video too! Many Facebook users—of which there are approximately one billion—are taking advantage of the release of Facebook Live for public use to share experiences with friends and their extended social media network as they happen.

So is it any surprise that the mainstreaming of live streaming has had a ripple effect on social media? Not too soon after Twitter and Facebook’s live features came those of Snapchat and Instagram. This mass integration into social media is proof that live video is changing the tides of how organizations are reaching bigger, better audiences. If further proof is needed, look to Facebook’s live stream of the first presidential debate between Hillary Clinton and Donald Trump, which rounded up a massive 28 million people.

It is evident that Facebook Live has distinguished itself as a shiny new innovation on the live video front. But can it measure up to the video streaming powerhouses that so many organizations pay for? Let’s take a look:


  • Free! Spend $0.00 by using your phone and natural lighting
  • Easy setup in seconds for anybody with a Facebook page
  • Built into Facebook platform
  • People who have already liked a page receive notifications about live streams, which creates a sense of urgency, as well as seeing the stream on their news feed
  • Audience engagement via Facebook reactions and real-time, interactive comments/questions
  • Ability broadcast exclusively to your Facebook group
  • Live streams can be used for Facebook posts or ads
  • Social media exposure to those who aren’t totally social media savvy—many people who don’t have much of an internet presence elsewhere have Facebook accounts, so you can extend a hand to this audience
  • Feedback you receive from viewers can serve as excellent PR, marketing, and communications tools for a brand’s strategy*
  • Broadcast remains on the feed as on-demand video


  • Slower response rate
  • Live videos are limited to 90 minutes
  • One billion people are on Facebook, but seven billion are not!
  • No support: if you experience any issues mid-stream or your stream is taken down for whatever reason, you cannot talk to a human about it.
  • Not indexable. Search engines like Google don’t ever find Facebook posts, including live and archived videos, which is a fatal drawback when it comes to SEO
  • Comments tend to lag, making interactive functionality limited
  • Facebook’s algorithm changes often–practically once a month. Because brands do not control the platform, it is difficult to perfectly execute a marketing strategy
  • Video quality is the most important factor for 67% of viewers watching a live broadcast, and Facebook streams are not optimized for higher quality output or large screens–there tends to be poorer image and audio quality
  • Viewers prefer to engage content on a branded destination so they are not distracted by things like notifications

Additionally, Facebook Live doesn’t support monetization, access, and security restrictions like a paywall, multiple simultaneous streams, digital rights management, or analytics.

All in all, if your low-budget is really no-budget, Facebook Live is a decent platform to stream your content. It is integrated into one of the largest social media platforms in the world, but is lacking in advanced features. If you demand more of your live streaming platform, don’t worry—there are many customizable and feature-rich services to choose from. The top paid platforms combine hosting, broadcasting, embedding, monetizing, and user analytics into all-inclusive packages, and Primcast is just one of them.

What Can Audio Advertising Do For You?

Remember the good old days when radio was just a knob on your car stereo? Or, if you’re even older (but young at heart), maybe it was a square, clunky box that only accessed a few local channels, and every so often during the broad
cast, you got advertisements promoting businesses around town or new and exciting products like the color TV. But the way we listen to music, talk shows, stories, news, weather, traffic, and the like has totally transformed in days gone by.

shutterstock_215512507Today, we have podcasts, streams, playlists…a majority of people are tuning in to online radio on their phones or other devices that fit in their pockets—155 million people, to give you an approximation, with expected growth to 191 million by 2019. 68 million people subscribe to some sort of music streaming service and a quarter of those people stream music on their smartphones on a daily basis. The radio streaming service Pandora logs 5.4 billion hours of user listen time in a single quarter.

It is safe to say that over the past few years, traditional radio has undergone a major makeover of the digital kind, and with it, so has audio advertising. According to a survey coordinated by AdAge, The Trade Desk, and Advantage Business Research, US marketing and media professionals will allocate an average of 11.6% of their ad budget and inventory to digital audio placements by mid-2017. This figure is up from 7% just a year earlier and double the share of investments made two years earlier which, according to eMarketer, marks a significant gain on overall ad inventory.

It is clear that there is much to gain from incorporating audio advertising into existing online channels. According to the same AdAge study, 37.4% of respondents in the US said that formatted music channels are of interest when considering buying programmatically.

“Advertisers are after an audience, and they see digital radio as a platform that reaches an engaged user who can be precisely targeted by geography, demographics, social connections, listening behavior and other critical metrics,” eMarketer said in a statement. And with current technology, it is entirely possible to take audio advertising over the top and make it more effective than ever.

Online radio is a hyper-personalized method of streaming audio, and this is one of the main appeals of digital audio advertising. Listeners possess the ability to customize programming from a seemingly unlimited array of stations and playlists curated for the user with the aid of intelligent algorithms. Incorporating advertising and audio streaming means that listeners get relevant ad content that is targeted specifically to them, which means it is likelier for them to become potential customers. With the explosive growth of audio streaming services, there is also consistent growth of advertising revenue.

Yet another reason audio ads are so enticing to marketers is because they have the reach and influence of video advertising, but are much cheaper and much easier to produce. They aren’t really effected by ad blockers, so users can’t just skip over them or gloss over and do something else like they tend to do with video ads, so they are more directly influenced An Audio.ad survey found that nearly five of every ten people have bought between two and five products or services advertised.

So how does this kind of targeted advertising work? Well, based on your content and listener demographics, advertisers looking to appeal to a certain audience will pay to air ads on your channel. The process is streamlined with an audio ad monetization service like the one soon to be offered by Primcast. Audio advertising, similarly to other kinds of advertising, can be targeted based on region, age, interests and much more, so advertisers can be confident their content appeals to your audience. It’s pretty simple from there: triggers based on metadata in your encoder send a message to our servers to play ads automatically.

Video marketing seems to be the talk of the town, however, advertisers have had their eye on digital audio ads for some time now, and brands are beginning to take notice. By appealing to the ears instead of the eyes while a listener is tuned in to news, music, or talk shows, they are cutting through visual ads to become a part of someone’s day, and that in itself is powerful.

3 Benefits of Video Marketing in 2017

shutterstock_520079620If you’ve ever seen a Harry Potter movie, you might have seen the “magic” animated photograph of Harry’s parents that he keeps by his bedside. While that may have been reserved for young adult fantasy novels in 2003, it’s definitely no longer a fantasy in 2017. Video is the medium of the future—that’s no secret. But what your competition may not want you to know is that video has come unto its own as an important marketing tool, and if you want to remain ahead of the game in 2017, it’s time to get on board.

Online video accounts for about 74% of global web traffic. In fact, 55% of Americans watch videos online every single day. That’s over half the population. The rise of OTP streaming services, live streaming platforms, and user-generated video apps like Snapchat and Vine has been well documented over the past couple of years, not to mention the more recently developed Facebook Live and Instagram Stories. All of this is to say that video has not-so-slowly but surely come to dominate any given user’s web experience, especially within the scope of social media.

Both consumers and businesses understand that videos are no longer just for entertainment. They are easily accessible, visually appealing, instantly gratifying ways of getting and providing information about products, services, and ideas. Not taking advantage of this kind of massively marketable, shareable, and likable content would be a tremendous missed opportunity to reach potential customers. Captivating videos can reach a previously untapped customer base or educate existing customers in the middle of a buying cycle, and smart businesses know this.

In fact, according to a 2015 survey by Flimp Media and ReelSEO, 96% of B2B organizations are already engaged in video content marketing. 73% say that video has positively impacted marketing results. 83% are using video content for website marketing, 50% for email marketing, and 75% are optimizing video content for SEO.  Animoto stated that 60% of marketers and small business owners said they planned to increase investment in video marketing in 2017.

It is clear that having a video marketing strategy (and a reliable video hosting and streaming platform) for your business or organization has a notable impact not only on brand recognition and revenue, but also on user engagement. Here’s how:

Brand Recognition

  • 62% of consumers are more likely to have a negative perception of a brand that published a poor quality video.
  • Companies using video enjoy 41% more web traffic than non-users.
  • 81% of people feature video on their brand website.
  • 93% of marketers use video for online marketing, sales, and communication.

Increased Revenue

  • Businesses using video grow revenue 49% faster year-over-year than those without.
  • After watching a video, 64% of users are more likely to buy a product online.
  • 40% of consumers state that video increases the chance they’ll purchase a product on their mobile device.
  • 90% of user say that seeing a video about a product is helpful in the decision process.
  • 74% of millennials find video helpful when comparison shopping.

User Engagement

  • Social video generates 1200% more shares than text and images combined.
  • 70% of marketers say video produces more conversions than any other content.
  • Video drives a 157% increase in organic traffic from search engines.
  • Four times as many consumers would rather watch a video about a product than read about it.

So while creating marketable video content today might not necessarily be magic, it can still have a magical impact on your business or organization and your consumer base. Just remember to employ the same basic methods to your video marketing campaign as you would to other campaigns–generate content that consumers can identify with, educate and engage with your intended audience, and work on building a lasting relationship with your customers. Regardless of which video marketing road you decide to go down (and there are plenty of options: live streaming, animation, or plain old transient video), be sure you are providing something that consumers want, and then incite a call to action.

32 Tips On Promoting Your Live Stream


  1. Get people hyped! For live events, create a teaser trailer that gives people a taste of what your event will be like.
  2. Create a landing page for your event where you will embed the live stream.
  3. Link this page in your promotions so users know where to go on the day of your event and to drive traffic to your site.
  4. Generate buzz. Share info about your live stream well in advance. Depending on the reach of your event, this can be anywhere from a week to a month or two.
  5. Share the event page again before you go live.
  6.  Don’t reveal too much initially. Release details in small increments to boost interest in your event as it approaches.
  7. Generate promotional graphics to include along with your links.
  8. Figure out the best time to stream and schedule accordingly. This may require a bit of research. For work events or seminars during weekdays, Mondays or Thursdays in the afternoon are usually the best time.
  9. If you regularly host live streams, announce your next one at the end of your stream.
  10. Consider featuring upcoming streams on recorded videos with banner ads.
  11. If you have a Listserv/subscriber base, utilize it! Send email blasts sharing the date, time, and details of your event. You can use websites like MailChimp to create and schedule campaigns.
  12. Schedule a promotional email campaign a week before the show and then again on the day of.
  13. Embed the live stream link in the body of your email.
  14. Include interesting, aesthetically appealing content such as promotional videos and graphics in campaigns.
  15. Don’t be spammy. Keep your email campaigns succinct and informative. Do not send several a day.
  16. Be compelling. Think up an interesting subject title for your emails that will stick out.
  17. Of course, this applies to your live event too. Make sure that you have a relevant and catchy title for your stream.
  18. Identify subscribers who are interested in your event by including a link to sign up for a reminder.
  19. Send follow-ups to these subscribers in the days preceding your live stream.
  20. Start posting about your live stream across social media around the same time you start campaigning.
  21. Be sure to include Facebook, Twitter, LinkedIn, and Google+ in your social media campaigns.
  22. Don’t be afraid to expand: also consider cross-posting to sites like Tumblr to appeal to a much wider audience.
  23. Link your channel to your social media accounts for quicker and easier sharing.
  24. Create a catchy, memorable hashtag for your event. Use it every time you post relevant content and encourage your audience to use it, too.
  25. Consider scheduling social media updates before your event. You can use a program like HootSuite to post updates across social networks in increments.
  26. Blog about it! If your site has a blog, create a post or two discussing your upcoming live stream.
  27. Post promotional graphics on your website to include the event name, date and time.
  28. Engage with your audience before, during, and after the stream.
  29. Take questions, conduct polls, and communicate with viewers as much as possible.
  30. Take feedback immediately after or within an hour after your live stream ends so you can improve on promoting and hosting your next event.
  31. Record your live event so you can generate clips to promote future streams.
  32. If all of this seems too confusing, don’t be afraid to ask for help. Consider putting together a marketing team to carry out promotions.

Encoder Guide: Cerevo LiveShell 2 and LiveShell X


Cerevo LiveShell 2 

Simple but not lacking in quality, the Cerevo LiveShell 2 is designed to be user and budget friendly. It is compact and lightweight, measuring in at 78mm x 113mm x 25mm and weighing only 150g–almost as light as your smartphone–so you can take it with you wherever you need to go. No need to bring your laptop, though: broadcast live to our servers by connecting your recording device to the LiveShell 2 via HDMI. Mount the encoder to your camera and use your smartphone to access the state-of-the-art Cerevo Dashboard control panel for worry-free mobile live streaming. This battery-operated encoder is rechargeable and can run for up to 3.3 hours of broadcast time. The LiveShell 2 is the best entry level encoder for those wading into the streaming pool.


Max Resolution 720/30p
Video encoding H.264
Audio encoding AAC-LC
Video Bit Rate 100kbps to 10Mbps
Audio Bit Rate 255kbps (max)
Simultaneous Streams 1 stream
Recording Media
Recording Resolution None
Lower Thirds Support
Network Connectivity Ethernet (10BASE-T / 100BASE-TX) Wi-Fi (IEEE 802.11a/b/g/n/ac)
Video Input Terminal HDMI
Input Resolution HDMI (1080p/30(29.97), 1080p/25, 1080p/24(23.976), 1080i/60(59.94), 1080i/50, 720p/60(59.94), 720p/50, 576p, 576i, 480p, 480i, VGA)*1
Audio Input Terminal HDMI-IN
Protocol Support RTMP client / RTSP server mode
Battery Max. 3.3 hours battery life, Unreplaceable / Rechargeable
Size W:78mm × D:113mm × H:26mm
Weight 150g



Cerevo LiveShell X 

The big brother of the Cerevo LiveShell 2, the LiveShell X has been described as nothing short of revolutionary. Built for industry professionals, it is perfect for broadcasters who require the latest features in live streaming, such as simulcasting, built-in recording, and up-to-date codecs (H.265). Small but versatile, the LiveShell X packs a punch with its metal case and palm-sized portability. It has a high capacity 6-hour battery that is both rechargeable and replaceable. It is capable of the highest resolution video output and supports up to 3 simultaneous streams, all while sending video content to a backup server. The LiveShell X can also record directly to a microSD for backing up or for later broadcasting. For those who need the latest and greatest in encoders, the next generation of PC-less live streaming is available with the LiveShell X.


Max Resolution 1080/60p
Video encoding H.265/H.264
Audio encoding AAC-LC
Video Bit Rate 100kbps to 20Mbps
Audio Bit Rate 255kbps (max)
Simultaneous Streams Max 3 streams (+1 preview)
Recording Media microSD (SDXC)
Recording Resolution 1080/60p (max)
Lower Thirds Support
Network Connectivity Ethernet (10BASE-T / 100Base-TX)

Wi-Fi (IEEE 802.11a/b/g/n/ac)

Video Input Terminal HDMI
Input Resolution HDMI (1080p/60(59.94), 1080p/50, 1080p/30(29.97), 1080p/25, 1080p/24(23.976), 1080i/60(59.94), 1080i/50, 720p/60(59.94), 720p/50, 720p/30(29.97), 720p/25, 720p/24(23.976), 576p, 576i, 480p, 480i, VGA)*1
Audio Input Terminal HDMI-IN / Stereo Line-in
Protocol Support RTMP client / RTSP server mode
Battery Max. 6 hours battery life, Replaceable / Rechargeable
Size W:102mm × D:100mm × H:42mm
Weight 350g (excluding battery), 480g (including battery)

What you will need:

  • Internet connection
  • PC, MAC, smartphone, or tablet that supports either Chrome, Firefox, Internet Explorer, or Safari
  • A video camera or other recording device that can output video via HDMI at 480p/720p/1080i resolution
  • HDMI cable
  • Jack cable
  • Cerevo Live Dashboard account

How to get started with your LiveShell encoder:

  1. Register via Cerevo Dashboard.
    • Go to https://shell.cerevo.com/login and click the sign up button on the bottom left of the page. Create an account. If you prefer, you can also register using your Facebook or Google account on the same page. A confirmation email will be sent. Once you receive it, click on the confirmation link in the email to finish your registration.
  2. Initial setup
    • Sign in to the Cerevo Dashboard and select Liveshell 2.
    • From the dashboard dropdown menu, select “other broadcasting services”
      and click the OK button on the bottom center of the page.
    • Enter your server’s broadcasting RTMP URL, stream name, and browsing RTMP URL and click OK.
      • UB250_other_account
    • Select an internet connection type and and enter connection details.
  3. Cable connection
    1. Insert the AC adapter cable into the AC port located on the back of the LiveShell device.
    2. Connect your recording device via HDMI cable.
  4. Wi-Fi Setup
    • Connect one end of the provided cable to the “SET UP” port on the LiveShell encoder and connect the other end to the headphone jack of your device. Click the play button to sync to your dashboard.
      • UB250_register_wifi
    • The LCD will display “LIVE” and you will be able to see the Dashboard main panel on your computer or other device when setup is complete.

Why OTT Sports Streaming Is Here To Stay


shutterstock_530044501“Sports is the last category of must-see-now content.” But don’t take it from us, take it from Jeffrey Cole, the founder and director of the Center for the Digital Future at USC Annenberg. “Based on our data, Gen Z and millennial fans are clearly shifting preferences, behavior, and spending,” Cole said in an interview with Broadcasting & Cable. And with user-experience rich developments like virtual reality, 360° video, and more, that shift is definitely in favor of online streaming services.

Maybe it’s time to think differently about the way we watch sports. Maybe it’s time to watch sports differently altogether—and we’ve already gotten started. Adobe has released findings from the 2013 Q4 US Digital Video Benchmark that showed that sports video streams were up 640% year-over-year. Is it any surprise when almost all Americans consider themselves fans of one sport or another?

A study by the Center for the Digital Future found that 86% of Americans consider themselves sports fans. Among them, 90% are willing to pay for sports programming and 63% are interested in paying for an over-the-top sports subscription service. That number is higher among “intense” sports fans—demographically more likely to be male, middle aged, married, upper middle class, and with a college degree. But don’t underestimate the women and children who also wish they were ballers. Women are willing to pay up to 50% more for sports content and households with children are 70% likelier to.

So why exactly are so many people willing to spend a higher proportion of their budget for online streaming channels? Well, a number of reasons. Affordability, mobility, and availability are just some. Streaming services generally add up to less than adding channels a la carte to an existing cable or satellite subscription. Mobile devices and computers trail just behind TVs as the most used platforms for watching sports, and you can’t bring your TV with you to a tailgate. There is also the question of “can I actually watch this where I live?” If you’re a fan of a very local sports team and don’t live locally, or a very popular sport that’s unpopular where you live, the answer may be no—unless you can find the right service.

These statistics alone show us that the market for OTT sports content is strong, and getting stronger every day. But the real data lies in the games themselves, and the data doesn’t lie. Rio 2016 was the most streamed Olympic event ever. Super Bowl XLIX was the third most watched Super Bowl broadcast in U.S. history, raking in an average of 1.4 million viewers a minute on CBS’ live stream and 115.5 million viewers overall. The Euro Cup saw record viewership in 2016, and the World Cup saw a 36% increase in broadcast hours in 2014, with over 280 million people watching on their devices, making it the most digitally connected World Cup of all time.

While the Falcons may not see a title in the near future, streaming is the future of sports content delivery, and it’s clearly here to stay. According to Forbes, in May 2016, Amazon hired veteran sports media executive James DeLorenzo to head its newly formed sports group in a bid for streaming rights to NFL’s Thursday Night Football. Twitter eventually won that bid, however, Amazon’s focus on sports live streaming was an indicator of the gradual but certain shift to alternative subscription services, inspired by the likes of Hulu.