Live Streaming in Marketing: A Deep Dive into Top Platforms

Live streaming
Aug 29, 2023 Reading time : 6 min

Key Takeaways

  • Live streaming marketing is all about broadcasting video content in real time to engage the audience. 
  • Some of the best platforms for live streaming are Twitch, YouTube Live, Instagram Live, TikTok Live, and Millions. 
  • Reaming authentic and responding to the comments will help in creating engaging live streams. 
  • Explore various types of live-streaming content to increase engagement. 
  • There are many benefits to live streaming which include building brand loyalty, increasing sales and leads, and many more. 

Live streaming is rapidly becoming a marketer’s best friend on social media. Between 2019 and 2020, it surged by 99%. Platforms like Twitch, YouTube, Instagram, and TikTok are all the rage. However, for sports enthusiasts, MILLIONS stands out.

What is Live Streaming Marketing?

Live streaming marketing means broadcasting video content in real-time to engage your audience. It’s an authentic way to connect with viewers and build your brand.

Do You Know?
A staggering 82% of users prefer live videos from brands over traditional posts. 

How Does It Work?

You’ll use a platform like Facebook Live, YouTube Live, or Twitch to broadcast video from your phone or webcam. Viewers can watch for free and comment or react in real-time.

Best Platforms for Live Streaming




Amazon’s Twitch isn’t just about gaming. From art to music, it’s a hub of diverse content. In 2022, users have already spent 545 billion minutes on Twitch. Most viewers are between 16 and 34. Twitch’s audience is diversifying, with a more balanced gender ratio emerging.


Twitch offers monetization for qualifying streamers. They can earn through subscriptions, “Bits”, and ads. Brands can collaborate with influencers for promotions. Tools like TwitchTracker and Influencer Marketing Hub can help brands find the right match. Ad placements vary from pre-roll to banners.

YouTube Live


With over 2 billion users, YouTube is a giant. Live streaming helps channels stand out. Setting up is easy, requiring just a Gmail account. 

Streamers can customize their broadcasts with multiple tools. Gyre reports that, on average, classic video channels are recommended 72% of the time, while streaming channels are recommended 96%.


Ads are YouTube’s primary revenue source. The YouTube Partner Program offers various monetization methods. Brands can collaborate with influencers using YouTube Brand Connect. The Live Shopping feature enhances the shopping experience, with more features coming soon.

Instagram Live


Instagram’s live videos last for 24 hours, but can be saved as highlights. It’s a close race between YouTube Live and Instagram Live in the 18 to 34 demographic.


Instagram is developing tools to connect brands and creators. Live streams can be used for product launches, Q&A sessions, and more. The Shopping feature enhances user engagement and shopping experience.



TikTok, with over a billion users, is a force to reckon with. Many users appreciate brand promotions by creators. It’s popular among younger audiences.


TikTok’s Creator Marketplace and TikTok for Business offer resources for brands. The LIVE Shopping feature integrates shopping into live streams. TikTok has partnerships with platforms like Shopify for a seamless shopping experience.



While other platforms cater to a broad audience, is for athletes. It offers WatchParties, AMAs, and merchandise. The sports market is booming, with projections reaching $83.1 billion by 2023.


MILLIONS provides a comprehensive marketing experience. Brands can collaborate with athletes for promotions. The platform assists in campaign creation, using various tools and strategies.

Tips for Creating Engaging Live Streams

To keep your live stream engaging, focus on connecting with your viewers in real time. Follow these tips:

  • Be authentic and personable.
  • Have a casual, unscripted conversation.
  • Tease what’s coming up.
  • Ask lots of questions.
  • Share behind-the-scenes details.
  • Review and respond to comments.
  • Wrap up with a call to action.

Types of Live Streaming Content

Live streaming for marketing includes several options to engage your audience in real time.

Live Product Demos

If you have a physical product, doing live unboxing or demonstration videos is a great way to showcase its features and build excitement. 

Answer questions from viewers and be authentic in your reactions. Viewers will appreciate your transparency and passion for the product.

Q&A Sessions

Host a live question-and-answer session on your streaming channel. This allows your customers and followers to ask questions about your business, products, services, or industry in real time. Be prepared to field both easy and tough questions. 

Viewers will value your openness and appreciate the ability to get their questions addressed directly.

Behind-the-Scenes Footage

Give your audience a glimpse into your brand or business with behind-the-scenes live streams. Show them your office, production facility, or retail store. 

Introduce them to your team and company culture. Pull back the curtain to build familiarity and help them get to know the real people behind your brand.

Live Events

If you host any live events, conferences, or meetups, livestream parts of the event for people who can’t attend in person. 

This could include keynote speeches, product announcements, or panel discussions. Your virtual attendees will feel like they’re part of the action and connected to your brand’s community.

Live Collaborations

Partner with influencers, brands, or experts in your industry to co-host a live stream together. Engage in a lively discussion around a topic of shared interest, or do an activity like a product review. 

Cross-promotion to each other’s audiences will expand your reach, and the collaborative nature will be highly engaging for viewers.

Why Live Stream?

Live streaming has many benefits for brands:

  • Connects you with your audience in an authentic, unscripted way. Viewers get to see the human side of your brand and connect with you.
  • Boosts engagement and sharing. They get higher viewership and more reactions and shares than regular posts. Viewers are more engaged with live, in-the-moment content.
  • Improves search ranking. It helps boost your search engine optimization (SEO) since the platforms index your live videos. Viewers can also find your videos for a long time after the broadcast ends.
  • Generates leads and sales. Engaged viewers are more likely to become paying customers. Live streams are a chance to demonstrate your product, answer questions, and make offers.
  • Builds brand loyalty. Transparency and real interactions help form lasting connections with your followers. Loyal fans will come back for more streams and support your brand in other ways too.


Live streaming is the future of marketing. It offers unparalleled engagement. When done right, it allows you to engage with your audience in real time and build meaningful connections. 

It gives you a chance to share your expertise, passion, and personality – something static content alone can’t achieve. While it does require effort and resources, the benefits to your brand and business can be huge.