The power of live storytelling is no longer in the hands of an oligarch of broadcast networks. What started with Vine in 2012 has led to newcomers like Facebook Live and the live stories on Snapchat and Instagram, now allowing the average citizen to become an amateur newscaster. The video-sharing sphere has become a beloved medium for sharing life’s authentic moments.
Livestreaming provides an unedited perspective told from unconventional points of view, all the while delivering content that has the power to reveal truths in a way that edited media does not. From presidential campaigns to terrorist-inspired crimes, there is an influx of consumer and branded content that is making cultural events in society feel close to home. Perhaps the grimmest example of livestreaming came with the murder of Philandro Castile at the hands of a Minnesota police officer, livestreamed on Facebook by his girlfriend. It’s becoming increasingly clear that the potential of virality is in the hands of the consumers, regardless if it’s deemed “newsworthy” by the media.
As the 2016 Olympic Games approach, GE is set to launch its second #Droneweek to show just how critical its technology is in powering the paramount event. GE will use its drones to livestream Rio-related videos to spectators around the world. Last year, GE introduced #Droneweek to livestream a cross-country drone journey touring their most prized and secretive facilities.
Brands can get raw and creative with what and how they share. 90% of marketers believe one of the most important benefits of livestreaming is the authentic interaction it allows brands to have with their audience (Sprinklr, 2016). Therefore, brands should use streaming live videos as the means by which to create impactful and transparent relationships with consumers.