Going LIVE in 3..2..1: Facebook Rolls Out Live Video

If I asked you what the top number one social media platform, what would you think it is? According to multiple websites, Facebook is the most used social media website. It’s no wonder to see why. Facebook allows for many uses; whether it be creeping on your crush in your chemistry class, or seeing how Barb from high school is doing in life, Facebook allows for you to do it all. Even go live.

Facebook LiveOn April 6, 2016 Facebook Live was dropped into the Facebook social media platform. According to Facebook’s creator Mark Zuckerberg “Live is like having a TV camera in your pocket. Anyone with a phone now has the power to broadcast to anyone in the world. When you interact live, you feel connected in a more personal way. This is a big shift in how we communicate, and it’s going to create new opportunities for people to come together.” Mark went on to go live that night to answer questions.

While the in-app feature went ‘live’ on April 6, 2016, the ad campaign to promote it did not start until around October. The ads which were featured on TV were put out in two phases. The first phase to be an awareness to the in-app feature. (These included cute non-scripted short videos used with the app.)

The second being an instructional purpose. (These were also made with the app however many started with the phrase ‘How to go live when…’ and then in app videos would be featured)

While the feature has been met with some criticism because of people’s uses with it, it has had a very good use with businesses. One good example of this is Land Rover.

Throughout April of 2016 Land Rover would do live test of their vehicles on every Friday.  Each test would feature on and off road situation. They would then end these with a Q and A session for anyone viewing the video.  According to Land Rover’s head of global digital marketing Peter Biven, “We needed to make our products more accessible to online viewers and increase interaction with fans and potential customers. It felt like now was the right time for detailed product demos.”

So, with all the hype of Facebook Live what do you think of it? Do you believe it is a positive feature of the app or a negative feature? Leave a comment below! 🙂

Taylor Peterson

One thought on “Going LIVE in 3..2..1: Facebook Rolls Out Live Video

  1. I would never have considered using Facebook Live to feature a product or to do a live test. In reality, it’s actually a brilliant idea. Consumers today are concerned with product quality and being deceived by advertising and marketing campaigns. What Facebook Live could provide is the added trust element into a campaign. Viewers would see in real time that a product actually worked as intended and advertised. This also would serve as a quality check on companies because they wouldn’t want their products to fail live with millions of potential customers watching. So from a business perspective, I can see how Facebook Live could become a vital marketing tool.
    However, from a personal standpoint I still do not see the point of going live. To me it’s just basically posting a video, so what’s the need to stream it (but that could be the production student in me). On the other hand, I have seen it be beneficial to friends and family who wanted to connect to relatives or customers, as they were launching a new business.

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