As brands become more aware of the need for video content, social media sites and content creators are proving their worth through livestreaming, tailoring video options to screen size and launching several variations of short, disappearing ‘live’ videos.

The way content is created, branded and shared is constantly evolving. Here Marketing Week explores some of the newest options in video.

The rise of live video

Livestreaming is currently being tried, tested and launched via various platforms. Twitter announced its plans for a 24/7 live video stream in April, Facebook and YouTube continue to try and grow their live offering and other players in the market are proving their worth.

Brands can advertise against live video streams to reach a desired audience but increasingly it’s a way for brands to create their own live content.

Aside from creating this content with Google, Facebook and Twitter, other platforms are emerging that offer the tools to take control and brand a video experience rather than having to use the existing platforms and all that comes with them.

READ MORE: Amazon’s Twitch on why brands should see it as the ‘Gogglebox of live streaming’

One example is Telefónica’s livestreaming tool Xtreamr, which is designed to help brands, content producers and TV broadcasters create interactive live experiences for audiences via a web tool and mobile app.

Ahead of launching the service Ana Cattell, head of commercial innovation at Telefónica, and her team did some research into livestreaming to assess the current landscape.

They discovered brands felt they were being “sent to third-party sites or ecosystems where they would have to fit in with the norms that were being dictated,” she claims. “They didn’t have the ability to fully brand the experience and they were rescinding ownership of the video created.”

Telefónica’s livestreaming app Xtreamr is designed to help brands, content producers and TV broadcasters create interactive live experiences

The Xtreamr app is designed to alleviate some of the barriers to content creation, equipping brands with the tools and allowing them to fully own and brand the experience themselves without third parties.

Despite the excitement around live video, Marketing Week columnist Mark Ritson believes “livestreaming is just the latest in a line of nausea-inducing trends that have no impact or reach but are still lapped up by credulous marketers”.

Making video fit for purpose

It’s no longer a viable option for brands to simply repurpose TV ads for use on other channels, instead content should be created especially for each screen.

“Tailoring video marketing to the environment has never been more important. A 30-second spot which works well as a pre-roll may not work as well in an autoplay format in a news or social feed,” says Nigel Clarkson, managing director of Yahoo UK.

Clarkson says understanding users’ context is also key. He adds: “Matching context is one of the key benefits of native video, as the format is designed to seamlessly blend into the stream of content that the user is viewing at the time, without disrupting their experience.”

Context also means thinking about how that video is being viewed, this is often without sound, “which on face value presents a challenge for marketers” according to Clarkson, but he believes “it also presents a chance to work with content designed to be viewed muted”.

He says: “Marketers are adapting…