FACEBOOK LIVE IS BROADCAST MADE INTIMATE THE SOCIALISTS: A POV WHITEPAPER
Sometimes the police interview him just because they find him interesting.
Because Facebook Live is relatively new, it creates the illusion of a special event tied to scarcity. If only the Dos Equis Most Interesting Man in the World were still in business, we could watch him Live on his one-way voyage to Mars.
Will Facebook win the social video race?
Live has several advantages: first, Facebook has 1.6 billion monthly active users, five times Twitter’s audience, and second, it has spent several years ensnaring brands in building fan pages who now will be interested in leveraging their contacts with users. And with television still being the king of all media, you can see why Facebook and Twitter and Snapchat are racing to get more video in the hands of mobile social media users … because little video ads will of course fit nicely against this content.
But Live has a few challenges. After a brand’s first “Live” broadcast intercepts a fan in his or her stream, users must opt-in (by clicking a button) to be notified in the future when, say, Pepsi decides to send a broadcast Live. Because the supply of marketers who wish to broadcast to consumers always outstrips the demands of consumers to hear their message, we wonder what the ongoing appetite for Live reception will be. Facebook, in its own advice for people and brands on how to use Live, suggests you “broadcast for longer periods of time to reach more people” and “be creative and go Live more often!” … which we think means there may be too many Live-casts soon.
The best applications of Live we’ve seen so far are when brands, celebrities or news organizations use the intimacy of a video feed on Facebook to take users behind the scenes. Carson Daily has walked his fans backstage at The Today Show. Noted Univision journalist Jorge Ramos has shared the backstory of his news reporting. And comedian Ricky Gervais has taken his fans into, er, the bathtub.
So think of Live as a fluid, intimate video experiment...
One in which you can broadcast your brand’s most intimate moments to fans most likely to be interested. We suggest a behind-the-scenes nugget that contains real events, and not an overly produced video vignette.