Major social networks are enriching their live broadcast options day by day to generate revenue and strengthen their support for social me...
Major social networks are enriching their live broadcast options day by day to generate revenue and strengthen their support for social media users. Likewise, you must have noticed that major social networks such as Twitter, Facebook and Instagram have recently developed new features and products regarding live broadcasts. So why have live streaming applications become so popular?
We live a life like live broadcast
Live broadcast applications and videos have been among the most popular contents of social networks in recent years. As a matter of fact, people no longer read, do not like to write long articles, and prefer to access information through videos on every subject. So now videos for social networks are a surefire way to generate revenue and strengthen their support of social media users around the world.
To understand why live broadcasts are the future of social media, we must first look at the history and evolution of video. All we have to do is see the potential in terms of growth in users and revenue on YouTube and look at sites like Facebook. In 2015, YouTube generated more than $9 billion in revenue from user-generated video content. We watch YouTube more than 4 billion times daily, and the site currently has more than 1 billion users worldwide.
Although the numbers are lower compared to YouTube, video viewing rates on Facebook are also quite high. According to the statement made on the site, it is stated that 500 million users view eight billion videos a day. Stealing roles from YouTube has started to become advantageous for other social networks as well. So much so that Instagram is improving its live broadcast options every day and introducing new products one after another. Periscope also appeals to a very wide audience via Twitter.
We live in an era where video content is king
The favorite content of online social media users is usually funny videos, and this is not surprising. Because we generally use social networks for entertainment. Every day, billions of videos produced by millions of users circulate on social networks, and we even watch these videos in the evening news bulletins. Fun videos created on Snapchat are also very popular and attract attention. The business world has also discovered the power of videos and live broadcasts. Live broadcast applications are used extensively, especially in the healthcare sector. Doctors go live, meet with their patients and provide information about the most curious topics. Patients can convey their complaints to the doctors they follow on live broadcasts.
Most popular live broadcast platforms
Let's take a short journey into the history of live streaming applications or live videos. Live streaming videos over the internet started with YouNow in 2011. In 2014, we met Snapchat. In 2015, Twitter acquired live streaming app Periscope, which was integrated with the social platform in 2016. In April 2016, Facebook made Facebook Live available to all users. Then YouTube launched live streaming for mobile devices. As of now, other than YouTube, live broadcast applications of Facebook, Instagram and Twitter are the most preferred by users for live broadcasting.
My prediction is that; In 2019, live broadcasts will be much more widely accepted both in social media applications and in the television industry. Because live broadcasts create an environment of active interaction with target audiences and are a real-time experience. Moreover, users can easily participate in live broadcasts while on the move or in their social lives. Therefore, we will now be able to see more brands and businesses using live videos.
So why do users prefer live broadcasts instead of watching normally produced, high-quality videos? The answer is quite simple: Sincerity! Warmth, sincerity and naturalness are more prominent in live broadcast videos. As a bonus, there is also excitement and adrenaline!… To some extent, the unpredictability of what will happen may also arouse curiosity in people. Whatever the reason, we can say that the content king of social networks will now be live broadcast videos. However, content production is a difficult task, even though technological options increase. That's why viewers mostly consume video content, not produce it. However, live broadcast applications also influence this non-producing audience and increase video production on social networks.
As for the live broadcast applications and features we prefer most on social networks…
YouTube Live Broadcast
YouTube, the birthplace of internet video, continues its mission to bring videos of all kinds to more than one billion users. It can also be used easily from the mobile application with the YouTube Live Broadcast feature. To go live, simply log in to the mobile application. Following the illegal match broadcasts made by users on Periscope and the intense interest shown by users to these broadcasts, YouTube turned this situation into an opportunity and signed an agreement to broadcast the UEFA Champions League finals live. Additionally, YouTube has a rich channel archive with many videos for sports fans. If you wish, you can watch interesting videos and matches from this rich archive.
Facebook Live Broadcast:
Facebook lets you “broadcast live to the world's largest audience”encourages you to do it. In this way, not only 80 million but billions of people can watch you. Anyone with a Facebook profile and page can easily use Facebook's live broadcast feature. All you have to do is tap on the area you are sharing in the mobile application and see the options. After tapping on the “Go live” option, your live broadcast adventure begins. While you are live broadcasting, it is indicated in the video news feed and on your profile that you are live broadcasting with the phrase "live". When the live broadcast is over, the video can be viewed on the Page or profile for those who missed the live broadcast. You can use the Facebook Live Broadcast feature to reach new audiences and interact with followers in real time. Moreover, a “Live Broadcast Session” on Facebook can last up to 4 hours.
- Instagram IGTV will be the television of the new generation –
Instagram Live Broadcast (IGTV)
Instagram, which entered our lives with photo sharing, has also allowed 1-minute video sharing for a long time. Videos and stories on Instagram must have been so popular that the platform took it one step further and launched IGTV. With the new IGTV features, the option to publish videos up to 1 hour on Instagram is now active. Videos published on Instagram TV will appear in portrait mode, that is, vertically. There is no statement yet on whether there will be ads in the videos or a revenue-generating partnership program to encourage publishers. However, Instagram may announce special partnership programs for publishers such as YouTube at any time. IGTV can be accessed within Instagram or as a separate application. Another useful feature will be that users can upload videos via computer. The world's most loved and popular brands have already started uploading content to IGTV, which has attracted great attention from users and brands even though it is a new feature. Additionally, National Geographic made its first IGTV broadcast by broadcasting a 47-minute documentary.
Periscope/Scope Live Video Broadcast
Periscope, which started the live broadcasting era with mobile devices in 2015, became very popular and widely used in a very short time. However, in Turkey, Scope is used instead of the name Periscope due to trademark rights. This is not the first legal problem Periscope has faced. The application has been involved in many lawsuits due to previously published illegal content and illegal match broadcasts. Currently, you can use Twitter's live broadcast feature through the Periscope application or within Twitter itself.
Your live videos are saved as Tweets, and when the live broadcast ends, you are given the option to save the video. It can also be saved to Periscope. You can delete any of the videos you have shared in the application at any time. During the live broadcast, broadcasters can interact with the audience and you can provide an interactive live broadcast environment to your followers.
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