TikTok boasts over 1 billion monthly active users worldwide, generating a vast amount of live video content. Instagram Live sees over 800 million users each day. The allure of live content lies in its raw, unscripted nature, fostering a deeper human connection between creators and viewers. However, as live streams can be enhanced with filters and digital effects, the question arises: to what extent is seeing still believing? 

Whilst many developments in artificial intelligence are helping to advance learning and make processes more efficient, certain uses of AI could potentially change how we consume information for the rest of time. In the past few years, concerning examples of deepfake videos —fabricated hyper-realistic digital media— have surfaced, forcing audiences to question the authenticity of supposedly trustworthy videos and sources. In an era when even video content can be deemed questionable, will live streaming provide the answer to trustworthy content as we move into a future where even our own eyes may be deceiving us?

This article takes a look at the power of video in today’s increasingly connected and visual world, and how live video content can help increase a feeling of trust and community among audience members. 

‍

The power of video

In today's consumer-driven market, authenticity is key, and there's no better way to convey authenticity than through compelling video content. Live video, in particular, helps bridge the gap between the broadcaster and audience, creating a more human and engaging connection. In the realm of marketing and creating a brand image, offering behind-the-scenes glimpses or customer testimonials and helping create authentic video content that allows brands to connect with their audience on a deeper level, fostering trust and loyalty. According to Brightcove surveys, 93% of B2B buyers believe video builds trust in a brand. 

In many ways, video content feels more authoritative than text, given that a written testimony bears much less weight than a recorded one. Words force us to create an image in our mind’s eye, drawing on our own experiences and prior visual inputs, whereas, with video, the story is told for us. However, depending on the camera angle and the specific start and end points of a video (even live video), the audience may only receive a partial depiction of the story. As a consequence, they are left to infer information and potentially draw inaccurate conclusions. Could this trust we have developed in videos hinder our ability to decipher authentic content and, more importantly, question content that seems, well, questionable?

‍

The impact of fake video content

The rise of fake video content, particularly deepfakes, has surged dramatically, with the number of deepfakes online doubling every six months. In 2023, approximately 500,000 deepfakes were shared on social media worldwide, a number projected to reach 8 million by 2025. This exponential growth is fueled by easy access to powerful AI tools and abundant publicly available data. Social media platforms are one of the main sources of these deepfakes, able to spread misinformation at high speed due to their extensive reach. Younger audiences also tend to have a shorter attention span, meaning content can often be taken at first glance without investing in further investigation. 

A 2022 study by iProov found that less than one-third of global consumers were aware of deepfakes, highlighting the potential for widespread deception. Deepfakes have already impacted politics by manipulating the public’s perception of leaders, raised significant privacy concerns, and posed new challenges for businesses in maintaining trust. In order to address the impact of deepfakes, a multifaceted approach is needed, including advanced detection technologies, public education, and consequences for the creators. 

‍

Authentic live content

The power of live content, such as discussions, live recordings, webinars, and live podcasts, lies in their ability to foster authenticity, trust, and a sense of community. Live streaming, in particular, is seen by many as an important contribution to creating genuine connections with audiences. According to a 2021 article in the Journal of Marketing, consumers crave authenticity, which they judge through transparency, engagement, integrity, legitimacy, originality, and proficiency. 

Live content allows brands to showcase these qualities in real time, showing themselves as transparent and trustworthy. Authentic interactions during live events make audiences feel connected and engaged, as opposed to scripted content, which can sometimes feel over-rehearsed and ingenuine. Live content helps demonstrate the more human side of a business or organization, who are not afraid to make mistakes or share real-time experiences and ideas in an unscripted format. 

‍

Edge Intelligence: Live content streaming 

At System73, we have helped several companies improve the quality of their live-streaming operations and the quality of experience (QoE) for their audience. Our solution, Edge Intelligence, is designed to enhance the delivery of live and linear content through an infinitely scalable, centralized broadcasting tree built using peer-to-peer (P2P) technology. One of these companies, Amman TV, based in Jordan, was able to offer its audience high-definition content at 1080p, even in remote areas, following implementation. Edge Intelligence also significantly reduced the load on CDNs, at times by up to 90%, resulting in lower production costs for the operations team and higher QoE for viewers. This solution can be leveraged for any number of sectors, such as live music, sports, webinars, and more, ensuring the best possible streaming quality, which further enhances the audience’s perception of the brand, channel, or company broadcasting live content. 

For more information about our Edge Intelligence, to view our other solutions, or to book a call with System73, visit system73.com.

‍