Publish at September 17 2018 Updated June 16 2026
We spend three times as much time watching a live video as we do watching a pre-recorded one. And there are ten times as many interactions during a live stream. While many companies, training centers, and cultural venues are looking to boost engagement, we’re finding that raw, live content sometimes has more impact than content that’s been over-polished, endorsed by numerous experts, and made available indefinitely.
What are the reasons behind this success? What communication techniques amplify the impact of live content? That’s what we invite you to discover after a brief historical overview.
The success of these apps lies partly in these four letters: FOMO(fear of missing out). With live streaming, something can happen at any moment: an unexpected event, a slip-up, a shared emotional moment...
Live streaming offers a moment free of fakery, post-production, or editing. The images and content are raw or have been enhanced using standard filters and simple text overlays. There’s a certain rhetoric of the moment, and users sometimes go to great lengths to make it seem like everything is improvised! It’s not enough just to go live—you also have to make it seem like, five minutes earlier, no one had any idea they’d be sharing anything on social media.
Live streaming is also a moment of connection. The video apps we listed above offer interactive features—a few words, hearts floating away like balloons… There’s little room for elaborate reflection. But that’s enough to give us the feeling that we, too, are taking action—that we’re part of the show. Even better, I can ask questions, offer technical assistance by confirming that the sound is good, or even expand on what the speaker is saying.
Just like at the theater, we feel a sense of closeness. What’s said to me live resonates more deeply than when it’s recorded. I feel like they’re really talking to me!
This sense of connection, this feeling of authenticity, and the interactions that live streaming encourages have not gone unnoticed by marketing and communications specialists. Taylor Loren and Stéphanie Gibert offer a few tips:
We store a lot; we keep a lot on our hard drives, on our Pinterest or Diigo accounts. It would take a lifetime to read through what we’ve virtually “set aside”—with a simple right-click or by saving it to our bookmarks...
Bringing in live content means returning to genuine attention, taking notes, and engaging our memory. If you produce content, you can do without overly staged presentations.
Illustrations: Frédéric Duriez
Sources
How to Make a Live Stream Truly Engaging? (Practical Guide 2026) – ClakProd – Camille
https://www.clakprod.com/blog/marketing-communication-24/comment-rendre-un-live-streaming-vraiment-engageant-guide-pratique-2026-2952
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