Live video further evolves the content.

Live Video Will Further Evolve Content

Live video will significantly evolve and expand content. In early 2015, streaming live video within apps became possible. By 2016, services like Facebook's "Facebook Live," Twitter's "Periscope," and YouTube's "YouTube Live" became widely used. The appeal of live video lies in its ability to capture the moment authentically, though it doesn't necessarily have to be a "live broadcast" – it can also be scheduled for later transmission. Furthermore, the video is saved to the timeline after the broadcast.

Now, many individuals and brands utilize live video. Candice Payne, a housewife living in Texas, USA, became the first live streamer to reach 100 million views when she uploaded a video of herself wearing a Star Wars Chewbacca mask to Facebook in May last year. The U.S. web media outlet BuzzFeed is experimentally streaming live videos in various formats. For example, videos like "How many rubber bands does it take to break a watermelon?" are often made on an extremely low budget yet capture significant public interest.

• Burberry live-streamed its September 2015 London fashion show on Facebook and other platforms, launching an initiative this season to make the collection available for purchase immediately after the show ends.

Donald Trump's campaign team broadcast live on Facebook every day, attracting millions of viewers.

Everything that benefits from being "live" can be broadcast live at a very low cost through free apps and global distribution networks.

Utilization in Marketing

By utilizing live video, brands can add the immediacy of real time and the credibility of authenticity to their existing marketing and content. They can also increase engagement by offering viewers new perspectives, such as behind-the-scenes footage and making-of videos.

Barriers and costs to content production will continue to decrease. The key is expanding content offerings. Longer videos, such as making-of features, supplementary explanations, and digest versions, will likely gain more viewership.

However, the following points require attention: Launching live video itself should not be the goal. Careful consideration is needed regarding which existing content people actually want to see. Furthermore, to acquire viewers, traditional paid media must be leveraged in tandem.