Right now, live streaming isn’t just having a moment – it’s owning the internet. From epic gaming marathons on Twitch to Arsenal v Tottenham watch alongs on YouTube and farmer’s market visits on Instagram, live streaming has become the go-to way for brands, creators, and even corporate giants to connect with people in real time and turn eyeballs into potential customers.
Whether you’re tuning in to a celebrity Q&A, a webinar, or an unboxing session gone wrong, live streaming has the magic that keeps us hooked. But what exactly makes it so irresistible? And how can you make sure it’s working hard for your B2B video production strategy?
1. It’s authentic – and people crave authenticity
In a world of polished ads and carefully curated feeds, live streaming offers something refreshingly authentic: real-time, unfiltered content.
Whether it’s a product launch, a behind-the-scenes tour, or a Q&A session, the unscripted nature of live streams fosters a level of trust and intimacy that’s pretty difficult to replicate in pre-recorded formats.
Lesson
Embrace authentic moments. They’re what make your corporate video relatable which helps you build stronger, more authentic relationships with your audience.
In thought leadership videos, educational content, or even case study films – be conversational. Share your opinion. Your genuine thoughts and feelings. People want to know you and your personality. No one relates to a robotic response.
And if you are thinking about doing a live stream, Isabel Pitts from our B2B social team says:
“While live video thrives on authenticity (yes, a few light mistakes are fine), you 100% need a backup plan. A running order makes sure your live broadcast has structure, and your presenters need to be well-prepared. If something goes wrong – be it a tech glitch or an awkward pause – they should know how to keep things moving. And let’s be real: your IT team isn’t swooping in to save you mid-stream, so make sure your team actually knows how to use the live function before going live.”
2. It’s a two-way conversation
Unlike most videos, live streaming is interactive. Audiences can comment, ask questions, submit super chats, and get immediate responses. That creates a sense of community and inclusion, making viewers feel actively involved.
For brands and creators, it’s a golden opportunity to gather feedback, answer burning questions, and build deeper relationships.
But Isabel points out that, “live chat also means you might get tough or unexpected questions.”
Lesson
Isabel’s advice?
“Make sure you have a game plan. Who’s monitoring? How do you handle sensitive topics? Do presenters respond, or does your social media manager handle it in the comments? Having pre-approved guidelines or responses will save you from scrambling in the moment.
“Also be prepared for the opposite – sometimes no one comments. It happens!”
We’ve seen this happen. You’re logged on to a live roundtable, the discussion is interesting and engaging. Then it comes to the Q&A and there’s silence. No one submits any questions. Complete silence. It’s awkward and uncomfortable. So, if you’re going to host a live stream, have some questions up your sleeve just in case.
There are other ways to talk to your customers without doing a live stream. During R&D, share behind-the-scenes videos during your product development stage and ask your customers what they’re looking for – get them to buy in early. The more you connect with your customers, the more invested they’ll feel.
3. It plays on FOMO
When it’s over, it’s over. Viewers don’t want to miss the action as it unfolds and risk feeling left out of the conversation.
Yes, live streams can be recorded and reposted, but unless you’re there in the moment, you’ll miss out on exclusive offers, or the chance to interact with brands or influencers in real time. With no rewind button (in most cases), we’re compelled to tune in or miss out entirely.
Lesson
If your business uses live streams as a tactic, promote them in advance, tease what’s to come, offer exclusive discounts and frame them as must-see events. Exclusivity drives engagement.
Tap into FOMO. Don’t just make viewers want your product, make them feel like they need it to stay ahead.
For example, your product videos could show the business success they could achieve with your offering. How much time can your product save them? How will your services boost their revenue?
4. It’s cost-effective and easy to do
Creating polished, high-quality video content doesn’t tend to be quick or cheap – though the ROI is impressive when you produce it the right way for the right reasons. Live streaming has a much lower barrier to entry. All it takes is a smartphone or webcam, a stable internet connection, and the right platform.
That makes it possible for anyone – including small businesses and individual creators – to connect with their audience on a meaningful level without breaking the bank. Of course, how far you go with production value is up to your creativity and your budget.
Lesson
Create more user-generated content (UGC) style videos. These don’t need a hefty budget but can deliver the authenticity that today’s audiences crave.
Things like ‘Day in the life’ content show customers or potential recruits what it’s like to work at your organisation. Or review videos where your customers talk about how they’re interacting with your product.
5. Platforms will push your content for you
Isabel says:
“YouTube, TikTok, Instagram, Facebook, and Twitch prioritise live streams in their algorithms, boosting visibility and rewarding creators for going live. Why? Because live streams keep users watching for longer, which these platforms love.”
For brands and creators, this means that live content often gets a reach boost organically – which lightens the load on your marketing efforts.
Lesson
If you’re worried about getting eyes on your product videos, think about if it could suit a live stream? Why not do a live demo video?
Most platforms prioritise live content in their algorithms because of the high engagement it generates. People are far more likely to interact with a live stream – whether that’s through comments, reactions, or shares – which signals to the algorithm that the content is engaging and relevant. That means more reach, more visibility, and ultimately, more impact.
Try and get that initial visibility boost by doing a live stream and repackage it afterwards to maximise the opportunities you have to promote it.
Ready to go live? Want a helping hand? Let’s talk video.
Written by Sian Evans, Head of Video at Definition