CEO Mark Zuckerberg recently announced that the Facebook News Feed algorithm has been altered to favor personal posts at the expense of business, brand and media content. Zuckerberg explained that this is a long term strategy to enhance the well being of members. Although this will have an immediate negative impact on non-advertising posts, the work-around according to Zuckerberg is to promote community engagement via live video feeds or discussion groups. This is consistent with his push to stream live video since the introduction of Facebook Live in April of 2016. Going forward this recent modification will likely incentivise brands to create more campaigns centered on Facebook Live in order to maintain exposure on Facebook’s News Feed.
Facebook says that one-fifth of the videos posted to their platform now come via Facebook Live, and that users spend 3x longer watching video when it’s live, compared to pre-recorded or saved video.
This trend is a strong indicator that the Facebook Live platform is ubiquitous among Facebook’s 2 billion users; a compelling incentive to start live streaming on Facebook. Of course there is a significant amount of planning and preparation needed to put together a successful Facebook Live campaign. It is important to engage with your audience especially with the interactive tools available on your Facebook page. You should also consider using a professional live streaming service to provide broadcast quality and reliability. However, please do your homework before you dive in. A poorly devised live stream strategy can do more harm than good for your brand. On the other hand, an intentful, authentic, user-focused live event has great leverage potential on the world’s largest social media platform.