The Guardian recently revealed that it found live blogs of breaking news events outperformed conventional news stories by 300 percent when it came to pageviews.
The analysis of the traffic differences found live blogging to be more engaging and more interesting to readers than the stories that came later, after the news event – whatever it was – was over. The spur-of-the-moment nature of such coverage appealed to those reading news at work, those looking for the juiciest gossip fodder and more. Part of the reason they were seen as more trustworthy by readers is that the live-blog format conveyed authenticity, something that trumped other considerations.
For brands who are publishing live blogs of conventions, conferences, announcements and other events many of these same factors and considerations likely come into play. The live blogs bring those events to the audience in an immediate and seemingly unfiltered way and are therefore more engaging to the readers.