"Livestreaming" has become the all-in-one term for broadcasting live video content, and massive corporations and lone bloggers alike utilize it. The ability to provide content in real time to one's consumers has especially flourished with the explosion of social media: Snapchat
"Raw" video can stir more emotions and create a feeling of exclusivity and familiarity in a viewer base as opposed to footage that appears pre-packaged and edited like traditional TV advertisements. A common way to foster this familiarity is to let viewers in on the "creative process" of a business. Restaurants will livestream the goings-on in the kitchen the night of a celebrity visit, for example. A robotics start-up will grant viewers glimpses of their hopeful prototypes. As a result, consumers begin to feel less like consumers and more like participants in the product's creation. Adidas (ETR: ADS) successfully used livestreaming to generate excitement for its products last year, when it broadcasted live video of Real Madrid Star James Rodriguez signing his contract extension with the company. Some companies will even hold live Q&A questions with their customers, or interviews with their employees of CEO's. The goal of livestreaming in this way is to drum up excitement and expectations for the final product, which the company is ultimately selling to its viewers-whether that product is food on a plate, new cleats, or a drone in the sky.
The final advantage of livestreaming is its brevity. Short clips of video and text dominate today's social media. Snapchat, Vine, and Twitter
