Live video content made big waves in 2017. In one of my previous blog posts, I explained that you should jump on the live video bandwagon.

It should come as no surprise that this continues to be a popular trend in 2018.

In fact, live video content has become so popular that roughly 95% of brand executives say it will be a crucial part of their 2018 marketing strategy, according to a recent study.

Why?

Consumers love it. Research shows that 80% of audiences prefer watching live video from brands as opposed to reading a blog. And 82% of consumers say they would rather watch live videos than read social media posts.

As a result, the most popular social media channels have implemented live streaming options. Brand marketers are taking advantage of this.

When it comes to live streaming, Facebook leads the way, according to the 2018 state of social media report from Buffer.

In 2017, only 31% of businesses broadcasted live videos to promote their brands. I expect to see a much higher percentage by the end of this year.

Marketers aren’t the only ones taking advantage of live streams. Regular people share live videos to interact with their friends and family on social media.

The increasing popularity of live video means your company needs to get on board with this trend right now. Businesses need to recognize how this trend can help increase engagement with social media followers.

Start going live on all your distribution channels. Respond to user comments in real time.

This will help you maximize your reach and generate new leads for your company.