The power of livestream marketing: Engaging audiences and creating buzz - SmartBrief

All Articles Marketing Digital Technology The power of livestream marketing: Engaging audiences and creating buzz

The power of livestream marketing: Engaging audiences and creating buzz

Livestream marketing taps into consumers’ desire for interactive and authentic experiences, writes ASV Experiential’s Adrian Si, who offers 5 examples to show that it’s a must-have strategy.

4 min read

Digital TechnologyMarketing

The power of livestream marketing: Engaging audiences and creating buzz Image is of a tech crew assisting with a livestream of an event

Voyage Pro/Unsplash

The livestreaming market is estimated to grow from $1.49 billion in 2023 to $3.09 billion by 2028. With more than doubling in five years, livestream marketing can be a successful business strategy for your next campaign. By livestreaming events, you can expand possibilities for real-time engagement with a global audience, significantly extending your brand’s reach. 

Livestreaming caters to modern consumers’ preferences for interactive and authentic experiences and provides a cost-effective solution to traditional event hosting, promising a substantial return on investment.

Livestream experiences to engage audiences

Businesses have a golden opportunity to captivate and engage their audiences like never before with livestreaming. By crafting unique, limited-access content and promoting it through social media and email, marketers can draw viewers into a world of educational and entertaining experiences. Live expert demonstrations combined with digital enhancements like animations, videos and in-depth how-to guides can transform a simple product showcase into an immersive learning experience. This approach is invaluable for in-depth reviews of new or upcoming products to blend technical insight with practical knowledge.

Livestreaming collaborations also can amplify your reach and credibility. Fireside chats with company executives can provide a platform for internal education, offering a transparent window into leadership’s vision and fostering a deeper connection within the company.

Panel discussions with subject matter experts on trending topics relevant to your business not only boost awareness but also cement your company’s position as an authority in your field. 

As for entertainment, livestreaming can transport viewers to live concerts, exclusive video game reveals at gaming conventions, or star-studded movie premieres, followed by interactive Q&A sessions.

To keep your audience actively engaged, especially during lengthy or complex streams, integrate interactive elements like polls, quizzes and live chats and competitive elements like rewards or branded giveaways. These tools transform passive viewers into active participants, creating a dynamic, community-driven experience. Consider breaking up Q&A sessions into shorter segments for timely, relevant engagement.

Offering on-demand access to your content ensures that your message continues to resonate, allowing viewers to revisit and absorb the information at their leisure. This approach maximizes viewership and extends the lifecycle of your content, making it a lasting resource for your audience.

Livestreaming in action: Iconic campaigns from tech to fashion

If you’re still skeptical about the impact of livestreaming in marketing, these examples might change your mind. From major tech reveals to interactive auctions and groundbreaking adventures, brands have harnessed the power of livestreaming to engage audiences like never before. Let’s dive into some standout campaigns that illustrate just how transformative this strategy can be:


Open to anyone interested in Apple product launches, the 2022 livestream was viewed by 30 million people. Apple creates such a buzz with fans that its annual iPhone launch event is “like the Super Bowl for many consumers,” according to an analyst from Wedbush Securities.


Last year, Bonhams livestreamed its vehicle auction. Bidders were able to view vehicles and bid in real time. Buyers were thrilled with the flexibility to participate from home. The fact that Bonhams now holds a livestream for every auction is a testament to the campaign’s success.


Dior’s spring 2021 ready-to-wear show was a digital triumph, garnering over 95 million views. The show was livestreamed on Sept. 29 during Paris Fashion Week across 12 global platforms, including TikTok and Douyin (China’s TikTok equivalent), and reached an expansive digital audience despite a downsized physical attendance. The hashtag #DiorSS21 was used 360 million times among Chinese Weibo users alone. This digital approach was part of a larger strategy by CEO Pietro Beccari, focusing on reaching a vast online audience rather than just the guests at the event.

Red Bull

Red Bull demonstrated its livestreaming prowess in 2012 during the Felix Baumgartner space jump event, known as Red Bull Stratos. This groundbreaking livestream captured Baumgartner’s audacious freefall from the edge of space, setting multiple world records and holding the world’s attention. Over 8 million viewers watched this live on YouTube, setting a record for the highest concurrent viewership on the platform at the time.


Tesla has collaborated with influencers for live demonstrations and reviews. A notable example is the Chinese influencer Viya, who livestreamed Tesla’s latest model on the Taobao shopping platform, attracting nearly 4 million viewers on a Tuesday afternoon in 2020.

Livestream marketing: A must-have strategy

In a world where clients and consumers desire something different, more interactive and entertaining, livestream marketing has proven to be the secret sauce for many businesses looking to engage, educate, and grow their audiences and sales. Livestreaming serves as a bridge, connecting brands with global audiences, breaking down geographical barriers, and allowing for a new level of accessibility and inclusivity that makes livestream marketing an indispensable tool in the modern digital marketing arsenal.