Live Content as a Tool for Promoting Intangible Services: A&K American Educational Consulting Case

Naianzin Anton

Abstract: The article is dedicated to the study of the effectiveness of live content as a tool for promoting intangible services under conditions of high information asymmetry and an extended deal cycle. The relevance of the work is determined by the steady growth in the popularity of live streams in digital marketing, as well as the proven increase in audience engagement when using live formats. For companies providing intellectual services, such as visa and educational consulting, it is crucial not only to generate attention but also to establish trust through the demonstration of processes in real-time. This study aims to develop and validate the systemic LIVE framework (Live Storytelling, Interactive Engagement, Value Demonstration, Evidence) on the example of A&K American Educational Consulting, to increase trust levels and accelerate clients? decision-making processes. The novelty of the work lies in the inclusion of live content in classic Customer Journey and AIDA models, as well as the introduction of the post-live action rate metric, which enables the quantification of the impact of live broadcasts on business performance. The author?s case-A&K American Educational Consulting-serves as the primary empirical source, supplemented by data from industry reports and platform analytics. As a result of implementing the LIVE framework over sevenquarters, the total community audience of A&K grew by 80% on VK, by 90% on YouTube, and by 70% on Telegram, while the engagement rate increased by 160-170%. The conversion rate of incoming inquiries exceeded 2%, which, combined with a stable average service check, resulted in a twofold increase in revenue and higher profitability. The framework proved capable of integrating the live formats into a unified marketing architecture that continually nudges the audience from attention to action while reducing perceived transaction risk. With the introduction of a broadcast planning system and post-live action rate metric, results became sustainable and repeatable. This article will benefit marketers, SMM managers, and company executives offering intangible services who want to increase audience trust and conversion through systematic utilization of live content.

Keywords: live content, intangible services, digital marketing, trust, engagement, AIDA, Customer Journey Map, live streams, case of A&K American Educational Consulting, post-live action rate