Live streaming has turned out to be an essential component of social media since it changes how brands and people interact with people. In this aspect, the real-time video broadcasting can enable audience participation and coverage instantly; thus, it can be widely used for advertisement, information dissemination, and entertainment.

Live stream has the potential of building real and instant relationship, which make it one of the major advantages of this approach. As opposed to watching a video recorded earlier, live streaming does not seem as polished and thus viewers are more likely to trust the broadcaster. People would be able to post questions and comments, put likes and share their opinions simultaneously, which enhances the entertaining effect.

Live streaming is proved to be useful for events, products, and backstage. Products can be launched live, questions and answers can be provided, or people can be allowed to have a sneak peek at how things are done. This immediacy not only creates excitement but also interaction because people feel that they are in the show.

Currently popular social media pages like Facebook, Instagram stories, YouTube, and TikTok have live streams enabling its use by a massive population. These platforms also contain features of amendments for the broadcasting like filters, effects, and the option to involve the guest. This versatility helps creators to be able to creating professional live streams which may appeal to its audiences.

Live streaming is also a very affordable marketing method, and thus easy to implement. It cuts the costs to fund elaborate production and can be used to directly target the audience. These platforms offer data analytics which allows the marketer to assess the effectiveness of the live stream, users’ activity, and provide the best strategies for future events.

Thus, real-time broadcasting is an essential function of social media as it allows for interaction and sharing, improves events, and provides inexpensive advertising opportunities. It is therefore very clear that by adopting the live streaming approach when delivering their messages, brands and people can actually tap into their audiences in a much deeper way than is usually the case.