Publishing powerhouse Time Inc. is offering brands a way to appear in their Facebook Live content via a Social Now ad product. As of now, Facebook has yet to officially roll out an ad product for Live video, although it has reportedly started testing mid-roll ads. Time is aiming to weave brands into the live broadcasts created by their publishers. For example, InStyle hosted a Facebook Live event where a beauty expert from La Mer conducted a skin consultation with an InStyle editor.
What Brands Should Do
With Facebook Live exploding in popularity, a number of brands and publishers are experimenting with Live video to reach and possibly monetize an online audience. Early-adopting brands such as Popeyes and McDonald’s have started organizing live events to launch new products and engage with fans. For smaller brands that don’t have the resources to produce their own Facebook Live content, the sort of sponsored Live video that Time offers should be a helpful way for brands to reach their target audience.