Did you know that adults in the United States will spend an average of 5.5 hours watching video every day this year? That’s up from 21 minutes per day in 2011.
Plus, they’ll spend more than one hour each day watching video on their digital devices.
This huge increase in overall screen time speaks to the upsurge of video streaming. So, in this article, we look at the rise and fall of video streaming on social media.
The Rise and Fall of Video
Video streaming on social media began its rise with the proliferation of smartphones. Within just a few years, we’ve seen video really take off.
Buzzfeed was one of the first on the scene in 2006. (Currently, they boast more than one billion video views per month.)
Twitter purchased the video-looping platform, Vine, in 2012. Later that same year, Facebook bought Instagram which has its own video-sharing app.
Left to their own devices, Instagram and Vine proved they could handle the video. Yet, at the same time, in 2015, Twitter was struggling, and Facebook was overgrown with viral videos, ads and memes. They found people just weren’t sharing as much personal information.
The solution? At the time, it was livestreaming app, Meerkat. Twitter noticed and bought Meerkat’s rival, Periscope later in 2015, integrating it into its main platform. Facebook followed suit towards the end of 2015 and announced the launch of its Live Video.
For Meerkat, this was not good news. Overshadowed, they abandoned livestreaming altogether.
This leads us to our discussion on the rise of live video streaming.
Live Video Streaming
Live video streams are gold for social networks. Not only are they informative, interesting and engaging, they provide a real-life, in-the-moment feel.
When a company starts a livestream that goes viral, it snowballs and can quickly become a trending topic.
Twitter and Facebook have capitalized on the livestream. With both Periscope and Facebook Live, marketers have an entire world opened up to them.
What’s more, Twitter even inked a deal to livestream NFL games. With this move, Twitter hopes to jump up to the same level as giants Google and Facebook.
Why the rise in live video streaming? Many social media analysts will tell you it’s another gimmick to get users to record, share and watch more video, thus staying on their platform longer.
Another thought says that by the year 2020, more than 75% of the world’s mobile traffic will be on video. Bottom line – each social media platform wants you to stay put, and they think live video streaming will accomplish their end goal.
For social media users, it’s a great way to spontaneously share your life and interact with people all over the world. Anyone, anywhere can communicate through live video.
For businesses, the marketing potential is endless.
The Future of Livestreaming
Other platforms like Blab have also popped up and appeal to groups. Additionally, Tumblr and YouTube have integrated live streaming options.
You can bet that Microsoft will get in the game now that it owns Skype and LinkedIn.
But many social media experts agree that Facebook is on the verge of dominating livestreaming.
Facebook may not have invented livestreaming, but others like Google + Hangouts, Meerkat, Periscope and Blab just aren’t growing fast enough.
Facebook Live is leveraging the largest social media platform in the world. There is always an instant audience for live video, giving Facebook the biggest shot at success.
We live in a digital world, and video is at the top. It’s one of the absolute best ways to stand out on social media and connect with your audience.
With video, you can say so much. Your meaning and emotion are clear, and your video has a shot at becoming viral if it’s memorable and catchy.
Just look at YouTube. More than one billion people use YouTube today, and the number of users is steadily increasing. Plus, other social media sites like Facebook, Twitter and Instagram have integrated video into their platforms, and they are each working hard to increase user engagement.
Lastly, we are far from finished when it comes to changes in live video streaming on social media. It’s certainly going to be an exciting ride.
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