The
world's most used social network is on the offensive in the live video sector
from the smartphones. It directly attacks Periscope, the live broadcast
application who belongs to Twitter.
Social
networks that allow live video sharing have lot of success, and Facebook does
not intend to leave this juicy sector in the hands of its competitors. The
arrival in this market of the most popular social network in the world was
logical and has been in place for a few months.
Facebook Live at center of the interface
Indeed
the stakes are high for the platform of Mark Zuckerberg, at a time of the way
of consulting content evolve every days. Television is increasingly being lay
down in favor of video-on-demand services, and the rapid advancement of
applications such as Periscope allows everyone to broadcast their own live
video around the world.
To
understand just how much Facebook is interested in streaming live video, just
look at the speed with which the feature was set up. First offered to a few
personalities in August 2015, then to all users in January, the network now
deploys Facebook Live across the platform in more than 60 countries.
Today,
broadcasting live video content is no longer a problem. And it's a real success
for Facebook. Indeed with more than 1 billion Facebook users live takes such a
boom that some companies have decided to integrate it as a real marketing tool,
just like the many public figures who have assimilated it as a new
communication tool.
So what is Facebook Live ?
Facebook
live is a new feature of the social network of the same name, allowing to
distribute video content live and that takes part in an environment more and
more "video-centred". This feature comes from live-streaming, already
popular and hitherto exclusively reserved for influential or political personalities.
Now,
thanks to innovations around social networks, it is possible for any user of
Facebook to broadcast videos in real time from a smartphone. The subscribers of
the user can thus view the live from a computer or a smartphone but also
interact in real time by commenting, sharing or using live reactions. The video
content appears directly on their news feed and can be seen offline, which
presents a real advantage for companies that do not lose in viewing rate.
What to broadcast on Facebook Live ?
When we
talk about broadcasting content, the relative question that is very often asked
is: what can I broadcast and how? The content of your "live" must be
relevant and present a clear message so as to have a real impact with your
subscribers. You can organize your live as you like but it is important to keep
a clear structure so that your live is efficient. Do not hesitate to prepare it
upstream.
In order
to diversify your Facebook Live and improve the virality of your videos, you
can opt for different types of videos. Vary and leave your creativity free to
differentiate you! To do this you can for example opt for:
• Live
interviews: one of the best ways to talk about your brand
• Social
events: for those who cannot attend
• Sharing
information about your company: to inform your subscribers about the life in
your company.
• Sharing
important events: to boost your presence and achievements.
•
Performance videos: more specific to brands and sports events, these videos are
sometimes very viral.
• A live question
time: to generate trust and interaction with your subscribers.
• A
behind the scene: to break the boundaries between your brand and your
subscribers.
• A live
contest: for more direct interactive marketing.
•
Tutorials: to present a new product.
• Live conferences:
to share events.
How to measure the impact of your videos ?
To
evaluate the direct impact of your live videos, Facebook has added two analysis
systems specific to this feature. Thus, it is possible to examine how your
subscribers react to your videos, but also to see the number of views and many
other indicators. You can also analyse your performance over a selected time
range.
My personal experience
In my
personal case, Facebook live allows me to follow the associative life of my
school and therefore my friends who did not leave in Erasmus year like me. It
is a real plus that really allows you to realize that it happens without being
obliged to ask the opinion of the people on the spot. The real plus that
Facebook offers for me compared to Periscope is obviously the direct
accessibility to my Facebook network, which is already well built.
Finally, since its
appearance, the application has been used several times by citizens to denounce
abuses committed by police officers or employers. The immediate publication of
these videos poses the question of the legality of this practice, which could
profoundly and permanently change our social relations.
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