People spend three times longer watching live videos than pre-recorded content.
This piece recommends marketers should trade their valuable live video content in exchange for viewers’ contact information. Brands can ask people to fill a form before enabling access to their live video to generate first-party data.
Gated content help brands understand their audience better, while also giving them a clear direction about when to follow-up and nurture leads. Following up with interested audiences through educative emails can aid brands in converting them into loyal customers.
The author suggests that brands can also conduct live videos to show the company’s internal culture, which humanises the organisation and represents authenticity. Highlighting employees in behind the scene videos can create transparency and help brands develop a deep and personal connection with their audiences.
[8 minute read]