So Long, Farewell, Hello to Facebook Live

January 17, 2017

So Long, Farewell, Hello to Facebook Live

President Obama’s farewell speech from McCormick Place in Chicago on January 10 marked the end of an era. It also marked a new beginning for online livestreams, as it was the first time a livestream was broadcast across all major platforms in 360-degree video. Two days later, Facebook announced its live streaming platform, Facebook Live, will allow broadcasters to “go live” from their desktop and laptop computers.

This latest update should come as no surprise to social media gurus, as Facebook Live continues to set itself apart in the fight for livestream airspace between platforms like YouTube, Twitter and Periscope. Facebook’s efforts to promote their video streaming service have been two-fold: a pervasive print advertising campaign that extends from city bus stops to full-scale building banners, and the unique ability to prioritize Facebook Live posts on users’ newsfeeds.

Facebook’s cityscape advertising of just one aspect of its ever-expanding platform is relatively unprecedented in the digital space. Much like when the social media giant purchased Instagram, this advertising blitz signals a trend in the way digital media is being produced and consumed. As this latest shift in priorities indicates, Facebook prefers to set these trends – not adjust to them.

In our own way, CLS Strategies works hard to make sure our clients can put these digital innovations to good use. This past November, my colleague Tim Hogan and I joined one of our clients, the Academy of Actuaries, for their Annual Meeting. Using the only camera approved by Facebook for live streaming, Mevo, we live streamed several award presentations and brief remarks throughout the two-day event. In doing so, we were able to provide the Academy’s Facebook followers with the highlights of the event, generating hundreds of organic views in a short timeframe.

It is only a matter of time before Facebook allows users to promote their videos while broadcasting live, which will inevitably lead to even greater growth and proliferation of this burgeoning streaming service. In the meantime, we look forward to finding more opportunities for our clients to broadcast important events and experiences with the click of a mouse. 

As the old song goes, “Every new beginning comes from some other beginning’s end.” As we say goodbye to President Obama, we say hello to Facebook Live, and the myriad promotional opportunities it offers businesses and consumers alike. 

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