Live streaming video is truly what is hot right now in digital media. Although the technology has existed for several years now, the modality has only recently exploded onto the scene with major audience approval. Since live streaming entered mass consciousness as an entertaining new way of interacting, platforms like Periscope, Meerkat, Blab, Twitch, and various other lesser-known platforms have all emerged, vying for those coveted eyeballs.
With the massive success of several of the aforementioned portals, the big boys of tech decided to get in on the action too; Facebook snatched its piece of the real-time pie with Facebook Live, and soon enough Google will launch YouTube Connect. Even Snapchat has its own broadcasting abilities. Live streaming is quickly becoming a pervasive technology that cannot be ignored; especially by marketers, businesses and others trying to spread their messages far and wide.
Continuing our coverage on the recent developments occurring with Facebook Live, it was announced on April 6 by Facebook product management director Fidji Simo that the social channel was about to vamp things up and, “. . .give you more ways to discover, share and interact with live video and more ways to personalize your live broadcasts.”
In the Facebook blog post, it was stated that users of Live would soon have the ability to broadcast directly to Group and Event pages within Facebook, as well as a myriad of other features. The article also described this new feature by stating, “Live in Groups allows you to broadcast to just the people in the Facebook Group – so you can go live in your family group, or share a workout plan in a fitness group. Live in Events means you can go live from a birthday party to allow those that can’t make it to join the fun, and a performer can go live backstage to the people who’ve RSVP-ed to the event to give them a sneak peak.”
This comes as fantastic news to the many brands, influencers, and individuals already leveraging the new broadcast offering. Live streaming video has proven to have a variety of perks such as creating an authentic and intimate experience for users and stellar engagement stats, as well as serving as a tool for humanizing brands. The biggest reason to use Facebook Live right now is the ability to organically reach your entire audience. But not for long, so jump in now to take advantage of what is essentially free ad space on the largest social network in the world.
Now, with the ability to create Groups and Events on Facebook, with a live streaming functioning as its core purpose, those benefits can be elevated to a whole new level. Facebook knows how powerful its new offering is, stating, “We hope this new ability to both broadcast and watch live video within Groups and Events enables people to connect more deeply with their closest friends, family and the communities of people who share their interests.”
Read on to find out why this is such sensational news, and how your brand can leverage this awesome new addition.
How Your Business Can Leverage Live in Groups and Events
Since Live has hit the social platform, many well-known figures such as Guy Kawasaki and Robert Scoble have become regular streamers. Yet, despite how adored the technology is by many, there are still plenty of individuals who are annoyed by the unasked-for notifications that ‘so and so’ is now live; this is evident by the variety of Google results in this vein. This means that some businesses can actually become something of a nuisance to their followers who don’t know how to disable these notifications. By broadcasting to specific Facebook groups, which users must opt into, this circumvents the issue all together. But this is far from the greatest part of broadcasting to groups and events.
While creating a group can serve as a dedicated portal for all of your business’ live streaming activities, more niche conversations can be created through live video, directly addressing user interest on certain topics. Internet dwellers love Reddit’s Ask Me Anything (AMA) subreddit and it often produces astronomical engagement stats. Live’s integration with Groups now allows you to effectively hold AMA sessions but with the added benefit of users seeing your face; which brings to light the essential humanization element. Additionally, your brand can live stream breaking news surrounding the company, provide group members an inside look at operations, live product tutorials, and an endless variety of other discussion topics. Use it for customer support issues that you know are pervasive, communicate pre-launch excitement for new products, or just create a regular update from the CEO.
Regarding events, ceremonies that were previously restricted due to building capacity limitations can be broadcast right into people’s homes and phones. Have a company party coming up? Invite your brand’s entire Facebook following to join in on the fun. Ready to show off a product that is about to launch? Hold an unboxing event and let all of your fans be a part of that excitement. The possibilities are truly limitless.
By integrating Live with Groups and Events, businesses can show a whole new side to their followers. Group and event members can really feel like a part of the action. With the added ability to easily promote these broadcasts through creating and sharing dedicated pages, a non-intrusive way of inviting potential viewers to watch live broadcasts has just been unleashed to Facebook Live users.
If you are not already leveraging some live streaming video platform, now is the time to get in on it. If you are broadcasting but not on Facebook, you may want to consider making the switch; Facebook Live is already a part of the application that has been downloaded more than a billion times and resides on the most far-reaching social platform to ever exist. The bottom line is that Facebook Live has a serious advantage when it comes to dominating the live streaming arena.
Is your business going to utilize Live in Groups and Events? Do you think Facebook will ultimately win the live streaming war?