Why we’re betting big on live content.
Live content is having a moment—and it’s not just hype. At Dalton Street, we’re making a serious investment in creators who go live, and we think brands should be paying attention, too.
Why? Because live content offers something that pre-recorded posts and polished videos can’t: immediacy, authenticity, and real-time engagement. The internet is flooded with highly edited, algorithm-optimized content, but live video breaks through the noise by being raw, unpredictable, and interactive. It’s the closest thing to face-to-face interaction in the digital world, and audiences are showing up for it in a big way.
The Power of Live Content
We’ve seen firsthand how live streaming builds stronger connections between creators and their audiences. It’s not just about broadcasting, it’s about real-time interaction. Whether it’s a travel vlogger taking followers through a chaotic night market in Bangkok, a fitness influencer hosting an impromptu Q&A, or a tech expert giving live reactions to an Apple keynote, live content fosters a level of trust and engagement that pre-recorded content struggles to match.
Unlike a static post or a scheduled video, live content forces creators to be fully present, reacting to the moment and responding to their audience on the fly. This level of engagement makes viewers feel like they are part of something exclusive, something unfolding right before their eyes. That feeling of immediacy keeps them coming back for more. And in a world where content fatigue is real, that’s a powerful tool.
More importantly, the numbers back it up. Studies show that viewers spend significantly more time watching live content compared to pre-recorded videos. Engagement — measured by comments, likes, and shares — also skyrockets during live streams. When people can ask questions and get answers in real time, they stick around. And that’s where the opportunity lies for brands.
Why Brands Should Care
Most brands are still stuck in the mindset of traditional influencer marketing — sponsoring posts, running giveaways, or sending out PR packages. Those strategies still work, but live content brings an entirely new level of interaction. Instead of hoping someone notices your product in a static post, imagine a creator using it in real-time, answering questions about it, and offering immediate feedback; all while an engaged audience watches and responds.
Think of it like an interactive commercial, but one that doesn’t feel like an ad. When a creator incorporates a product into their live stream, it doesn’t feel forced, but rather, it feels like a natural part of their day, an organic endorsement that audiences trust. The audience can ask questions, see how the product works in real time, and get immediate feedback. It turns a passive marketing experience into an active one.
The potential for sales is massive. Features like YouTube Super Chats, TikTok Live Gifts, and Instagram Badges prove that audiences are willing to spend money in real time to support creators they trust. Now imagine pairing that engagement with a well-integrated product placement or a live demo. It’s a direct line to an audience that is already primed to act. Live content doesn’t just increase visibility but drives conversions in a way that static content simply can’t.
Our Strategy Moving Forward
At Dalton Street, we’re backing creators who prioritize live content. We’re not just looking at follower counts — we are focusing on engagement, authenticity, and audience loyalty. We’re helping our creators structure their streams for maximum engagement, connecting them with brands that align with their audience, and finding innovative ways to monetize the format. We see live content as more than just a trend but as the next frontier of digital marketing, and we’re getting in at the ground floor.
For brands looking to stand out in a crowded digital space, now is the time to rethink influencer partnerships. Live content isn’t just the future; it’s already here, and the smartest brands are already jumping in. Whether it’s a behind-the-scenes look at a product launch, a live Q&A with an expert, or an interactive travel experience, live content has the power to captivate audiences in a way that static content never could.
If you're a brand or creator looking to explore live content, let's talk. The opportunities are too good to ignore.
