Social media introduced two-way communication between companies and their customers, and it has given rise to the importance of an ongoing content marketing strategy. But the rise of digital video — and especially live video — is further evolving content marketing and bringing fundamental changes to customer engagement and messaging.
Facebook Live created mass excitement when it launched as brands tried to figure out how to handle this new live medium. Facebook has now shifted its video darling status to highly produced video programming as it tries to outflank Netflix and Amazon Prime, but live content has found other ways to succeed both within and outside its walls. One recent opinion hailed Facebook Live as the “New QVC” — a modern showcase for brand-customer interaction, new products and awareness.