Companies want and need to stand out in an environment increasingly saturated with information and content. In this sense, every day new tools are created aiming to provide benefits for both companies in their marketing strategies and consumers in their buying process. Example of this is the live video streaming, a new tool that, given the recent developments in technology, now has a commercial and marketing role associated. Live streaming makes content available at the same time as the event is happening, as for example streaming radio and internet television. Several companies have already realized the many advantages that it brings to them, however, few are the reliable studies about it and little is known about how to use this tool. Taking this into consideration, this dissertation studies the differences between the pre-recorded videos and live videos in the first quarter of 2016 in order to really understand this tool and its results. Consequently, 240 videos (pre-recorded and live) performed by 4 companies on their Facebook pages were analyzed to see the differences in consumers’ engagement with the different types of videos. Then, a case study in a Portuguese real estate start-up - Home Hunting - was also carried out in order to apply the knowledge retained in the initial studies and analyze the effectiveness of a live video strategy planned and built from the beginning. The results show that, in fact, live videos register higher consumers’ engagement, meaning higher the number of views, comments and video reactions. On the other hand the degree of interaction vary with the type of video content, as expected, being the entertainment live videos the ones with greater consumers’ engagement.
Date of Award | 14 Feb 2017 |
---|
Original language | English |
---|
Awarding Institution | - Universidade Católica Portuguesa
|
---|
Supervisor | Ana Isabel de Almeida Costa (Supervisor) |
---|
- Mestrado em Gestão: Programa Internacional
Digital marketing communications : a comparison between pre-recorded and live videos
Baltazar, C. M. S. C. (Student). 14 Feb 2017
Student thesis: Master's Thesis