Facebook is one-upping Twitch by expanding its live video capabilities to all desktop users. Previously, only Page owners can start a live broadcast from a desktop device. Now, any Facebook user can go Live directly from Facebook’s desktop website via their webcam, or hook up their professional equipment and software to the desktop devices for a more polished livestream. This also means users can now broadcast gameplay from their computer, which will put Facebook Live in direct competition with Twitch.
What Brands Need To Do
As formidable as Facebook’s massive user base may seem, Twitch doesn’t have much to worry about in the short term as it will take considerable time and efforts for Facebook to cultivate a vibrant gamer community that Twitch has already locked in. Nevertheless, this move signals Facebook’s recognition of esports and the big media opportunity it presents. If it can continue to improve its Live video product to accommodate gameplay broadcasts, the social network might just carve out a space for itself amongst the fierce competition between Twitch, Ustream, and YouTube Gaming.
As companies race to capture the young, male-skewing eSports audience, brands, especially those seeking global recognition, need to start leveraging the massive reach of eSports events and platforms via sponsorships and ads.
Source: The Verge
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.
GE is sending a team into the Masaya Volcano in Nicaragua, one of the world’s most active lava lakes, to install a wireless sensor network for monitoring purposes and it is using two of the hottest social media products to share this adventure with fans. Since Tuesday the company has been sending out Snapchat Stories that document its epic journey downward and is planning a Facebook Live event on August 12 straight from the site of the active volcano, allowing fans to ask the staff members all sorts of volcano-related questions.
Why Brands Should Care
GE is no stranger to livestreaming as the company has used Facebook Live and Periscope to broadcast interesting events to humanize its brand. Hosting a live event at an active volcano is an intriguing premise and using Snapchat to hype its Facebook Live event is a great touch. Brands looking to create live video content should take a cue and learn to use other social channels to properly promote Live events. In addition, Facebook has started testing mid-roll ads in Live video, something that brand marketers should look out for as well.
Source: The Next Web
Facebook has started testing ads that appear during Live videos, the company confirmed on Monday. Live video broadcasts from Facebook’s top publishing partners will carry mid-roll video ads, which will reportedly last for 15 seconds or shorter and appear five minutes into a broadcast. Facebook says it will pull the video ads from promoted video campaigns already running on the platform, and it is giving brands the ability to opt out of showing their ads in live videos.
What Brands Need To Do
Facebook has been putting a considerable amount of effort into building out its Live video product in the past few months. It has reportedly been trying to lure YouTube stars and social influencers to switch to Facebook Live with the promise of an ad revenue share. Now with mid-roll video ads, Facebook is finally opening the door for brand advertisers to get their messages across via Live video. However, brands should be cautious about the type of live content that their ads will be served alongside and take proactive measures to make sure it is brand-appropriate or relevant.