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How livestreaming and video-on-demand can make your business more successful


What's all the hype about video on the internet and social media all about? Well, good videos are magical. They have the unique ability to convey complex messages in a very short time. They attract attention, showcase brands, spotlight the benefits of products and services. They arouse positive emotions and generate sympathy. If you want to harness the power of live streaming and video-on-demand to make companies more successful, you've come to the right place: our blog post explains why videos are so hot on the internet, what types there are and how they differ.


Why videos are so important

The attention span of online users has never been as short as it is today: often only a few seconds decide whether or not they stay on a website or social media channel. And those who leave often don't come back. Video content in the form of video-on-demand (VoD) or livestreaming can change that. Why is the use of video in digital media so effective? Here are some reasons: 

Visual appeal: the eye is the most important sensory organ in humans. It is responsible for more than 75 percent of all daily perceptions. Therefore, videos have a higher visual appeal than pure text. They are easier to consume because they appeal to the eye and ear. Therefore, videos are better at capturing visitors' attention and keeping them on the website longer than text, for example. This pays off: Those who stay longer can be more easily converted from prospects to customers; the so-called conversion rate is statistically significantly higher on websites with video content than those without. This applies accordingly to social media. 

Content delivery: videos allow information to be conveyed in a simple and immediately understandable way. Good for companies: You can present products, services or the values of the company in a vivid way. Especially complex contents and processes benefit from this. By using moving images, graphics, animations, spoken text and music, facts can be communicated in an appealing, easy-to-understand and sustainable way. This makes it easier for viewers to absorb and retain the content. Product demonstrations and tutorials particularly benefit from this. 

Emotional connection: Like no other content form, moving images have the power to evoke emotions and build a strong connection with the viewer. By combining visual elements, music, voice and narration, videos can create a positive mood and trigger the desired emotional response in the viewer. Emotional visual content captures the viewer's attention more than text alone and helps build a deeper connection to brand values and increase interest in buying products or services. This also increases the "virality" of posts: Emotionally moving content increases word of mouth, as people tend to share and recommend videos that touch or inspire them.

Search Engine Optimisation (SEO): Do you know the algorithm of the Google search engine? Neither do we. However, we know from studies that the integration of videos increases the chances of a placement on the first page of Google hits by a factor of 53. Appearing there is the goal of all SEO efforts - less than 10 percent of users make it to page 2 of the search results. The Google algorithm therefore favours pages with videos. The integration of videos helps to improve the Google ranking and generate more organic traffic. In addition, videos cause a longer dwell time in the respective medium, which in turn has a positive effect on SEO. For example, the visibility and authority of a website can be further improved via backlinks and social media integration.


How can businesses benefit from livestreaming and video-on-demand?

We have now explained the factors that make video more attractive to websites and social media. The bottom line is that companies that use video grow their revenue 49% faster year-on-year than companies that don't use video. So when it comes to fast growth, videos are the first choice. But what types of video integration are there, and how do they differ from each other?


Real-time interaction: Live streaming offers companies the opportunity to interact with their audience in real time, i.e. without any time delay. Viewers can ask questions and make comments if they wish. This can lead to a stronger bond with the company and a sense of community.

Event promotion: Companies can use live streaming to broadcast live events, webcasts, product launches or company announcements. This allows them to reach a wider audience and increase the reach of their message.

Authenticity and transparency: Live streaming offers the opportunity to build an authentic and transparent image. Companies can provide insights into how they work and strengthen the trust of viewers.


Video-on-Demand (VoD):

Flexibility and availability: Video-on-demand allows users to watch videos anytime, anywhere, on their own schedule. Companies can provide training videos, product presentations, tutorials or employee onboarding videos that users can access on demand.

Wider audience: By making videos available on demand, companies can reach a wider audience. For those who may not have had time to attend a live event, VoD allows them to watch the content later.

Analytics and tracking: Video-on-demand platforms often offer analytics tools that allow companies to gain detailed insights into viewer behaviour. For example, it can be determined at any time how many people are watching a video, have watched it and for how long, and at what point they exited. This is important marketing information to better understand the needs and usage habits of the audience and to further optimise the video offering.

Overall, videos, whether through live streaming or video-on-demand, offer a diverse range of benefits for businesses. They can strengthen brand presence, increase customer loyalty and make communication more effective.


What types of video are available?

Not every video is suitable for every purpose. Here are some examples:

Explainer videos: Provide a quick overview of complex topics. Because explainer videos are often short (and should be), their system and storage requirements are low, which increases the potential target audience.

Product presentations and tutorials: Present your company's products or services in an attractive way. With these videos, you demonstrate their benefits and make them easier to use.

Company presentations: Show your target group who your company is, what makes it "tick". Arouse interest in your company, its values and the people behind the scenes.

Case studies, success stories, testimonials: let the customer have their say. Show real people and their experiences with your company. This builds trust and brings potential customers closer to a buying decision.


Conclusion: Content matters

Last but not least: content, content, content! As with all content on company websites and social media channels, it is also true for video content that quality and professionalism in the creative production as well as in the technical delivery of videos are hard to replace. Good videos stand for professionalism and trustworthiness and create a positive basic feeling about the company and its offer. Inconsistencies in video content or technical errors in the streaming platform, on the other hand, can be counterproductive to the purpose of video production.

We have shown what the magic and strength of videos on the internet are, how livestreaming and video-on-demand differ from each other and what the basic types of video content are. Feel free to contact us if you have further questions about your use case or technical requirements of your streaming videos!

Post by Sandra
August 9, 2023