The trend of live streaming is growing in Singapore, and more and more businesses are using it as a tool to market their products and services. As such, I have decided to explore this trend in this article. While live streaming is not a new technology, it has become much more accessible in recent years due to the proliferation of social media and the explosion in the number of online events happening every year. Online events and live streaming are used by a variety of industries, from music and entertainment to business and marketing. This trend towards online engagement has only been accelerated by the COVID-19 pandemic, where many traditional events had to be cancelled or moved online. I hope that by the end of this article, the readers will have a better insight into what exactly live stream services entail, and how they can be beneficial for both businesses and their potential customers. Also, I hope that they will understand better the various strategies that can be used to maximise engagement and interaction if a business chooses to employ the use of live streaming as part of their wider marketing strategy. As well as addressing the what and the why, I wish to examine how this technology can further improve and expand its capabilities in the future. For example, I hope to explore in later sections the potential for live streaming to make use of data analytics and artificial intelligence such as machine learning. Such methodologies are not typically associated with live streaming technology today, but with the increasing trend of digitisation across all sectors, I believe it is important to look towards the future and investigate how industries and technologies might grow and develop. After all, without a clear understanding of the capabilities of live streaming technology, its future trajectory and full potential can’t be realised.
Virtual Events: An Emerging Trend
The turn of the 21st century marked an era of technological revolution. The introduction of the internet meant that access to information and connection to the world became easier, and with the rise of social media and the ever-improving technology that aided in the development of multimedia, the way we connected to others was transformed. Recent years have seen a rapid rise in the number of virtual events held, a trend no doubt accelerated by the ongoing pandemic. Virtual events are those that are held online and attendable to anyone, anywhere in the world, so long as they have an internet connection. These events can range from virtual industry conferences to public workshops and take many forms, from live-streamed keynotes to pre-recorded lecture sessions. Such events are designed with engagement in mind, not dissimilar to how those in real life would operate. Through the use of live chat services, instant feedback, and Q&A chat rooms, these events hope to create a form of temporary online community for the attendees – meaning that anyone, from any walk of life and from any locality, can not only experience these events but collaborate and communicate with each other on a global scale. Virtual events are able to reach out to a far wider, global audience compared to traditional, physical events, and it is this potential for increased exposure, coupled with ever-improving supporting technology and platform availability, that has led to the continual growth of this sector. It is clear then that the days of ‘prefabricated online fun’ are over. Live streaming and virtual events have opened up a world of rich, engaging online social experiences and introduced serious solutions for many companies and organizations across the globe.
The Influence of Social Media
Social media has no doubt changed our lives. From instant news sharing to live video broadcasting, those who have something to say don’t have to wait for any platform anymore. Having been viewed as a competitor of live TV and prerecorded video, live streaming has become a rising star of social media that definitely shines through the whole entertainment industry. There are various live streaming platforms such as Facebook Live, Twitch, YouTube Live, and Instagram Live – corresponding believe there certainly are more. Through better and easier access to these platforms and intuitive user interfaces and functionalities, people who have online and social media presence are given the ability to build and nurture their live streaming channel instantly. Also, live streaming is considered as one of the best ways to engage with the audience on social media which really helps a lot in negating the many cons of static, cold promotional messages and amplifying enthusiastic, micro-community support and feedback. Live streaming allows social media users to search and watch others’ live streaming with ease, contribute by a ‘like’ action during the live, and also leave comments and communicate interactively with one another too. This high level of interactivity makes live stream viewers much more receptive and response-triggered in comparison to the traditional way of ‘cold’ video viewing. Hence, it is becoming increasingly favored and used currently by both content receivers and content providers. Also, the interactive relationship between content providers and the viewers greatly enhances the community’s support and helps maintain steady growth on the content provider’s channel and network. Also, live streaming empowers more varieties of live media content including already-popular game commentary and recently-trended unboxing sessions and also introducing product review commentaries. Through the social media analytics tools and conducting some good depth based analytics, we can identify and understand the demographics, characteristics, and observed behaviors of the different level of content recipients through live streaming on social media. This will definitely help targeted audience grouping and enrich the quality of online marketing and business development, especially in today’s big data era. Through the live streaming providing real data and facts on the amount of viewership and viewers’ interactivity, this fills the gap between traditional wind guessing and fortune filling, which has been considered as major roadblocks to many data marketers and analysts when they are asked to justify the allocation of effort and resources in marketing or any particular communication visions. Also, live streaming data and statistic figures can support and add values to many aspects of digital marketing deployment such as directing-selling strategies, increasing web productivities and also enhancing web UX and UI experience, as we can learn and realize more profoundly for the preferences and habits of the target audience in real-time. Last but not least, the advertisement industry and online marketing practitioners can also leverage the big potential of live streaming in order to create fruitful new media landscape that emphasizes the dynamism of both user-driven and user-controlled marketing content, which was traditionally bounded and dictate by a rather static community and audience demographic vision.
Live Streaming Singapore
Another popular series of solutions in the Singapore context are the professional live stream services. These services typically offer a wider array of features and are suitable for events where a large audience is expected. For instance, a professional service provides high definition live streaming using high-quality equipment and seasoned crew members, delivering uninterrupted, near-real-time broadcast-quality video and audio to the digital space. This may include multiple high definition camera live inputs, which means that a live stream can switch between different views any time, creating an engaging experience. Also, professional services are able to support live streaming to different social media platforms at the same time, as well as features such as customizable live streaming pages with live chat and live poll functions. This flexibility and capability in features are not typically available in free social media platforms or basic live stream services and may give the event a more professional touch. On the other hand, free social media platforms offering basic live stream facilities are also widely used as individuals, even those who are amateurs in live streaming, can easily start a live stream event by just using a smartphone. However, as compared to the professional services, basic live streaming platforms carry limitations such as advertisement disruption, restrictions on the maximum duration and maximum number of live viewers per session. In Singapore, free live stream services are commonly adopted in casual events or small-scaled activities where users may share spontaneous moments with their audiences through live streaming. For example, activity streaming, a trend that refers to a kind of leisure and recreational experiences which are consumed through live videos, is growing in popularity. Such activities may involve traveling, music, sports and even Do-It-Yourself demonstrations, allowing real-time connection between the content creator and the audience. Free live stream solutions, coupled with featured pre-installed mobile phone cameras, have made activity streaming feasible without the need of expensive equipment and this contributes to the wide variety of activities being streamed.
Professional Live Stream Services
The second type of live stream service available provides end-to-end support. In addition to helping clients make various decisions and facilitating broadcasting, these companies will also see through the production process. For instance, if the client is interested in holding an online webinar, a date and time must first be chosen. After that, the client can proceed to decide the production’s location. The live stream service company will then provide a list of venues and help the client to secure the desired location. Some companies will also help to liaise with the venue owner to ensure that all terms and conditions are met. During the actual event, such professional live stream services will focus on setting up and preparing for the broadcast. This includes the preparation of video and audio equipment, ensuring that the connection to the internet is stable, and organization of all media sources. Some companies may also offer run-throughs or tests to make sure that the live stream will run smoothly when it is time to go on air. It is important to consider whether the company you are shortlisting has experience in the type of event you are interested in holding. For example, certain companies may specialize in more technical events, such as a live concert while others may have more experience in broadcasting for corporate events and seminars. It is also noteworthy to consider the reputation and credentials of the live stream service company as well as to scrutinize the details of what each service package will provide. For example, costs regarding the venue booking, the inclusion of technical support personnel and the terms for the company to secure and use the necessary media platforms should be taken into account. Such professional live stream services will focus on setting up and preparing for the broadcast, including the preparation of video and audio equipment and ensuring that the connection to the internet is stable. Some companies may also offer run-throughs or tests before the actual live where all media sources will be organized.
Enhancing Engagement through Live Streaming Video
Let’s begin by taking a closer look at the world of live streaming. There are essentially two components of live streaming: there’s the actual visual component itself, but equally as important is the engagement aspect and the social interaction between the streamer and the viewers. The main focus of this particular section of the essay is detailing how established research sources and current data support the position that the switched-on events company has chosen, as opposed to the other available options. By explaining the concept of ‘engagement’ in terms of how many interactions per minute are actually required for something to be classed as interactive, and detailing the three different types of ‘engager’ and how the opinion of a brand and influencing what the brand can achieve can differ wildly as a result of these differing types, we’re both considering and questioning whether it is more effective in the modern age to take a hybrid approach that combines the best of both physical and digital marketing. All these figures and detailed research sources work together to create the narrative that not only has the company made the right choice in choosing ‘switched-on events’, but also that their unique ideology and choice to be strategically placed within a market boom of live events such as concerts, sports games, and even conventions is a testament to the continued growth and success of digital-only events and marketing strategies.
Hybrid Live Streaming: Combining Virtual and In-person Experiences
Just as the name suggests, Hybrid Live Streaming (HLS) is a mix of both virtual and in-person experiences. HLS allows both physical and virtual attendees to interact and engage with one another, despite being physically apart. In HLS, live streams are set up at the physical event location. Virtual attendees can then participate in the live stream through an online platform. The virtual attendees will be able to see the live feeds of the physical event and interact in real time with the in-person attendees and other virtual attendees. On the other hand, those attending in person will also be able to engage with the virtual attendees through the use of live polls and question-taking features that are usually available in most live streaming platforms. This will create a seamless and interactive experience for attendees of both physical and virtual settings. With the case study of the 2020 National Day Parade in Singapore, it is evident that HLS broadens the outreach of the event and brings people together on National Day despite the nation being in a semi-lockdown state due to the COVID-19 pandemic. There was an increase of about 64% of social media mentions about the parade last year as compared to the year before. Also, brands see huge potential in carrying out marketing events of HLS nature as it maximizes the reach of the campaign by engaging both physical event goers and online audiences at the same time. Holly Prassl, a marketing and communications expert, commented that “HLS is definitely the future of event marketing, especially with the current global pandemic situation. It significantly strengthens the overall impact of marketing efforts.”
The Impact on Connection and Entertainment
Live streaming has reshaped our digital landscape, redefining the way we connect. A 2016 Ericsson ConsumerLab report found that 1 in 3 consumers watch scheduled linear TV on a weekly basis, but almost as many log on to a video streaming service. Even more tellingly, those in the 16 to 19 age group already prefer on-demand viewing to linear TV watching. Now close to 60 percent of all time watching TV and video is via on-demand and streaming services. Social media traffic statistics show that social media has been deeply changed. In fact, 53 percent of video material on social media in this day and age is live video, and that figure is increasing as mobile live streaming sustains its rapid growth. Live video platforms such as Facebook Live, YouTube, and Periscope have seen live streaming skyrocket in use, with each experiencing multifold increases over the last year. On Facebook, users are watching live videos three times longer than pre-recorded videos, the world’s largest social media platform says. Such digital weathervanes are informing brands and organizations’ decisions. From a business point of view, it’s important to understand the statistics and adapt your marketing strategy to fit consumer behavior. 80 percent of branded content on social media is shared. Using live video, it’s possible to get right to the heart of a consumer’s digital existence and generate engagement. As users interact, they share social details, and you can target them with tailored marketing and advertising in real time through live video. From the business and marketing side of things, these insights can help to understand the increasingly high level of interaction and reverse-engineer a strategy to drive sales and interest through social campaigns. Live events have seen a high level of success over the past six months, with the biggest growth in registrations and attendance surrounding music concerts and live entertainment. With mobile live streaming showing a 60 percent increase since its launch in February this year, it’s possible that businesses will start to notice and take advantage of the mobile live streaming movement. Especially when businesses are four times as likely to be noticed on live video as opposed to pre-recorded video. This shows a desire for immediate, real, and authentic content that’s created on a person’s level, as opposed to the impersonal and static advertiser-produced content we’ve grown used to on digital and social platforms.
Redefining the Way We Connect
Live streaming is not simply a solitary activity consisting of quietly observing a media being streamed. In fact, it largely involves common forms of communication in the form of social media, and even in text. The most prominent social platform for the act of ‘live-connecting’ is Twitch.tv, a webpage which hosts a variety of live streams ranging from creative content to the broadcast of professional eSports tournaments. Users are free to watch live content or alternatively engage in a chat provision, where viewers can comment and discuss in real time. This achieves a significant aspect on why people watch live streams, as the ability for users to interact with each other and form a sense of community. The connection between live streaming and social media introduces the idea of parasocial relationships – a concept which refers to the one-sided relationships that a person may have with, for example, a celebrity. However, such a label does not seem fitting for live streamers, simply because of the principle of interactivity. Indeed, the use of chatting features and the signification of audience engagement that serves to solidify the sense of community points to a two-way form of socialization and hence the development of mutual relationships. Furthermore, with social media serving as platforms to share live streams and most notably, the use of hashtags, it has become ever-so-easy for those with similar hobbies and interests to connect with one another. Lisette takes live stream viewers to a more personal level of connection when she decided to take to Twitch.tv to live broadcast her experience of studying for the coming bar examinations. As aforementioned, ‘rettington’ noticed her stream advertised on the website’s home page and quickly joined her chat. He noticed the daunting task at hand to Lisette and quickly offered words of encouragement. After continuous participation in subsequent conversation, ‘rettington’ and several of Lisette’s other viewers became her primary study group since they were all able to postudently work through difficult material in real time. This serves as a real-life example of how live streaming has succeeded in enlarging the potential of connectivity and so propagate a closer knit, supportive community.
Expanding Access to Entertainment
Through live streaming platforms, we have the ability to broadcast how we are feeling and what we are doing at any time from anywhere. This translates to countless opportunities for entertainment – it could be a festival thousands of miles away or a live stream of someone’s day. Live streamed events are becoming more and more popular, and social media has also taken notice of the rising trend. For example, on both Facebook and Twitter, users have the option to share live streams on their stories or their tweets, rather than just sharing the link. This not only helps to boost the amount of people that see the stream, but also increases the overall engagement for the user that has shared it. By using live video, social media is likely to experience a further shift towards genuine and authentic interactions. On the live video screen, a multitude of real-time comments float upwards. These comments are commonly used to express opinions, ask questions, and overall to interact with the content creator. This fosters an environment for people to create communities based on their favorite content and creators, further driving a move away from the passive and one-directional relationship that is seen with traditional media. Live streaming has been found to be most successful when the content has high levels of interaction. For example, in 2017, the mobile company Samsung partnered with Casey Neistat, a famous YouTuber. Over the course of five days, they live-streamed the progress of building an ice rink in New York City and personalized the live stream experience through reading and enacting real-time comments from viewers. This live stream achieved 4.3 million views and 85,000 likes, a figure which would have been difficult to achieve had it been a standard, recorded video. Live streaming is now even used as a form of content generation on its own. Twitch, a platform primarily used by people streaming video games, has a feature called ‘Twitch Plays.’ This is where users of the site can input commands into a chat box that directly control a character in-game.
The Future of Live Streaming
Professional studies have actually advised that real-time streaming will definitely continue to grow in the future. Analysis foresees the real-time streaming market to become worth much more than $70 billion due to the year 2021, while the individual market is assumed to grow to be worth greater than $180 billion. Livestreaming equipment and staff The increase in attraction and also demand for real-time streaming has actually therefore brought about the requirement for even more capable devices as well as individuals that have the capacity to operate the machines. Today, there is a great deal of various real-time streaming solutions to opt for coming from as well as a few of the most significant services deliver qualified degree solutions customized to the necessities of other individuals. The future growth of real-time streaming can easily also possess impacts away from the computer system gaming and enjoyment business. Nowadays, an increasing number of businesses have begun to attempt as well as accommodate real-time streaming right into their programs. This can include a range of styles, like delivering internet training programs, hosting real-time seminars or producing real-time product launches. It is actually presumed that folks will certainly interact alongside even more and also additional solutions that are actually offering real-time streaming capabilities, which the requirement real-time services are going to grow furthermore. There are brand new breakthroughs happening in the capabilities of real-time streaming modern technology at all times. This includes possessing the ability to stream at much higher resolutions along with better high-quality audio, along with enhancing the stability of connections and also enabling for new methods to interact as well as enjoy along with real-time streaming. The ongoing investigation right into this area suggests that the current barriers and also nuisance factors of real-time streaming are actually likely to come to be less as time go on, unlocking to brand new options. Also, the improvements in the quality and also capabilities of real-time streaming technology can easily have varied impacts as well as influences elsewhere. It is actually believed that the improved quality of audio as well as video streaming can help to enhance the way in which actual time communication is possible and also enhance the capabilities of systems that rely on real-time video and sound, such as surveillance cameras and smartphones.