Ask anyone who works in digital marketing and they’ll tell you that live video – also referred to as live streaming – is one of the leading trends in marketing this year.

And with Facebook, Instagram, Snapchat and now Twitter getting in on the act, social media is at the very centre of the live streaming revolution. Here’s why travel agents and tour operators should be getting in on the act.

Why live streaming?

The concept behind live streaming is one that scarcely needs explaining – if you’ve ever watched live television you probably already get it. But it’s less easy to understand the unique benefits that organisations and brands can receive from embracing live video.

Live streaming video excels at bringing the personality of a brand out of the shadows. Still images can be compelling, especially in travel, but they don’t necessarily create human-to-human connections.

Live video unlocks the friendly side of a brand, enabling followers to interact with stories.

A tour operator, for instance, could demonstrate its personable and expert tour guides alongside videos of the incredible vistas and experiences offered on the corresponding tour.

Or a travel agent could promote its company’s top-notch customer service by running live Q&A sessions with clients about certain destinations.

Go live

As live video expands and develops, it opens up a whole world of customer interaction and positive brand building.

While you should embrace it, and soon, there are several ways of doing so. As with anything, some approaches may work for you, others might not.

Attraction providers, attractions and venues, for instance, should consider live streaming events and offering followers a glimpse behind the scenes.

Don’t underestimate the value of making your customers feel special or piquing their interest with exclusive content.

This type of activity will generate excitement about visiting in the future, or maybe even nudge them over the edge on a purchasing decision. And that’s in addition to any awareness benefits and channel growth.

Live streaming also provides an excellent opportunity for enhancing your influencer outreach. This could mean working with a blogger, celebrity or local personality to promote holidays.

This is content you could produce yourself, but asking influencers to do a series of live streams from around a city, for instance, would engage a far wider audience.

Partnering with the stakeholders you’d like to promote – tour operators, attraction providers, DMCs – and asking for their support will only serve to boost the potentially huge reach of these content pieces.

Stream right

Whatever you do, live streaming will be a cost-effective endeavour relative to other digital marketing approaches. At an entry level your smartphone and a decent internet connection will be enough. There are pitfalls, however.

Don’t over-curate your live stream feed, as meticulously produced content can feel forced and lacking in personality, negating the major benefit of video content.

Users are far more likely to forgive, or even feel endeared by, the odd mistake than be engaged by stilted content. We’re all human after all.

Give your social media team or influencers creative license. Trust influencers you have a positive relationship with to produce effective, authentic content on your behalf.

It’s essential to let go a little and have fun with the positive aspects of your brand and the travel experiences you offer.

Fundamentally, early adopters of new technology see the biggest benefits as consumers explore the market.

So the main piece of advice would be to get onboard with live streaming and get started: the bar for entry is fairly low, and the returns could be impressively high.

Visit digitalvisitor.com for more info