This on-demand world we live in has allowed us immediate access to a whole host of needs and wants—food, clothing, music, books, and groceries—via digital applications literally at our fingertips. Live stream video is yet another one of our cravings for all things immediate. And as a result of its increased demand over the last two years, brands like Target, Starbucks, Buzzfeed, Dunkin’ Donuts, and J. Crew are using live stream video as a marketing tool to promote their brands and their products. But live stream video isn’t just for big brands.

Live streaming video absolutely dominated in 2016. So much that it outpaced the growth of other types of online video with a 113 percent increase in ad growth yearly. Over the last two years, nonprofits have cautiously dipped a proverbial toe in the live video waters as social video platforms like Periscope and Facebook Live have made it easier and more affordable to create and deliver live video content.