Now more than ever, viewers (and consumers) are looking to feel part of a community.

It isn’t enough for brands to create visually stunning video ads – they need to optimise their video content to create a community around their services and/or products.

But how can brands make sure that they do this efficiently?

Could live video be the answer?

Well, according to a recent study, almost 4 out of 5 of us brits now watch live streams.

That’s over 52 million of us!

And it isn’t just live video that has so many of us tuning in.

Simultaneous videos (videos where viewers can watch while a creator carries out a pre-recorded activity) with #WithMe in the title, such as ‘Clean with me’ or ‘Study with me’, gained over 2 billion views worldwide in 2020 alone.

The rise in the popularity of live video and simultaneous video shows us that now more than ever, viewers are seeking connection by feeling present with their favourite creators.

With this discovery in mind, how can brands tailor their YouTube content to meet this growing demand?

Make it personal

With our homes being transformed into office spaces, online schools and spaces for virtual socialising, the division between our private and public (or online) lives have well and truly blurred.

Even now in 2021, brits are moving forward into a new normal wherein our homes are more than just where we live – they are where we engage with the world around us.

According to a recent study, more of us are getting the majority of our news from social media, and fewer of us are feeling pressured to post unrealistic images of our lives online. In a post-pandemic world, authenticity is everything and consumers want to find creators, brands and profiles that they can trust.

Viewers that tune in to live video are doing so with the expectation of receiving personal and relatable content that speaks directly to them, their goals, interests, and their ideas.

Nowadays, viewers are looking for more than just entertainment and information from a brand’s video content. They are looking for a connection.

Create a sense of immediacy

In creating personal live videos, brands can create a sense of urgency with their content.

The sense of inclusivity that live video can create (as the video is only being shown to those currently deciding to view the video live) allows the viewer to feel that they are being spoken to directly. Brands can connect directly with audiences – whether by simultaneous or live video content – and break the fourth wall.

And with features such as live comments, viewers can feel that there is a two-way dialogue between themselves and the video creator/s.

For brands looking to optimise their video strategy, live videos that are relatable and personal are a no-brainer!

And for those brands whose brand identity and products/services make it difficult to create a community, influencer marketing can be a huge asset in allowing brands to reach pre-existing communities and gain the benefits of these loyal digital circles for themselves. 

To learn more about Live Streams, get in contact today.