Inside Facebook’s code: LiveStream longevity
There’s no doubt that live-streaming is dubbed to be the ‘next big thing’ in video. As we saw the rapid growth of platforms like Meerkat (who?) and Periscope, social media platforms like Twitter, quickly snapped up Periscope to get a piece of the pie. We then saw Facebook introduce ‘Live’ at the beginning of the year which has had huge growth. As of writing this, there are currently thousand’s of streams happening all over the world right now in 60+ countries. Impressive.
But live streaming isn’t new you ask? No. YouTube has been at it for years, so as Twitch and YouNow. But here’s the deal breaker… Facebook is building for longevity.
Like anything, building a community and active user base is key in the beginning. But then what? You need cash.
The Next Web’s Head of content/Director or social media, Matt Navarra took a look inside Facebook’s code. Long and behold… you guessed it. Ads. Of course ads.
If you actively want brands to use Facebook live as a feature to engage with their customers and use the platform, then these are essential. YouTube is a prime example of this exact model.
Build a community -> Drive advertisers onto platform = £££.
The idea of “commercial breaks” as Facebook call it, seems logical. A brand streaming benefits from the cash generated from viewers and engagement, advertisers gain exposure to a particular brand’s (often highly engaged if they’re watching live) audience (in which Facebook has tons of data on too!) and Facebook retains some of that cash. All whilst taking even more market share for online video from YouTube.
But how will this been seen by the public? They’re the make or break in this. Over populate live content with tons of ads and users won’t watch. Facebook’s biggest task isn’t getting advertisers to pay for live commercial breaks, but to ensure their users are happy with 1) The amount of ads they’re seeing. 2) The ads they’re exposed to are relevant to their interests.
Let’s see how this plays out.
Oh and if you’re wondering when you can start using ‘Live commercial breaks’… Matt told me “Facebook Press Office declined to make an official comment when i spoke to them about it”.
Damn.
Tom Sharman — Social Media Strategist, Ogilvy Labs.
