Going Live Goes A Long Way

Live experiences are becoming a central part of digital media as platforms look to engage communities. Live events and near-live experiences are seen as unmatched in their ability to bring people together. Meanwhile, binge-watching is losing some of its appeal and platforms are experimenting with releasing content in staggered drops to keep fans engaged.

Live events have proven to be a hit with fans, with podcasts, video game streaming services, and even fast food chains experimenting with live experiences. One example is McDonald’s in-app Summer Camp, which offered exclusive live performances from stars. Live commerce, however, has yet to take off in the West, with TikTok and Facebook scaling back services in recent months.

Although, live commerce may find success in tight niches like the collectable app, Whatnot. Brands can take advantage of this trend by developing a live strategy to tap into the appeal of moments and scarcity. They can also explore partnerships with entities that have complementary communities, and see if they can be a part of their events.

The hottest social media app, BeReal, is a good example of how live experiences can create a buzz. By asking users to take a photo within two minutes of an alert, it creates a sense of live community that is being integrated into other apps..