Brands can claim an instant connect with live video

Facebook is aggressively progressing into the world of Live Streaming, making it possible for all users to broadcast videos of almost anything to a massive audience. The feature was in beta testing for a while, and this has now been rolled out in the Middle East as well.

There have been several apps like Periscope and Meerkat that have done mobile live streaming previously, but given Facebook’s massive global reach, the adoption of this feature will take this technology to the masses.

At this point, the people using Facebook Live are primarily celebrities and big brands, but it won’t take much time till we see local brands and celebrities embrace this feature in their next digital voyage.

Facebook Live Videos can only last for 30 minutes and has live comments going on, when the video is live, allowing the broadcaster to reply to fans in real time.

Having a strong data or wi-fi connection is critical to this feature. Once the live video is done, it gets converted into a normal video and stays on the page.

Pericope, Meerkat and Blab are not very active in the Middle East, and with the launch of this feature on Facebook, the Middle East will see a huge consumption of live streaming in time to come.

Retailers can use this feature in various ways:

1) Demonstration: F&B brands can show their brands on how to cook a particular dish, have their chef featured and talk to their fans and interact with them. Fashion brands can show fans on how to pair different garments and create a new look. Or just talk about new fashion trends.

2) Sneak Peak: Showcase a new collection, talk about the inspiration, or show a sneak peak into the launch of a new store.

3) Live Trunk Show: Retailers can have a set of models having a fashion show on Facebook Live and give people an understanding of how they could purchase the item.

4) Event Launch: Brands can stream live from events, and get their spokesperson to give an interview live on Facebook and answer questions by fans.

5) How-to Videos: Brands can now have a Live demo video to explain their fans on how to use a particular product.

6) Debates: Brands can invite influencers on Facebook Live to debate on particular topics and get their fans to engage with them.

7) Reviews: Brands can have advocates and influencers review products live and get people to ask questions on the feature of a product or service.

The beauty of this medium is that it doesn’t need to be perfect and audiences don’t expect it to be perfect either. Recently brands like Nissan, Taco Bell, Benefit Cosmetics and LVMH have been rolling out with this feature. Dunkin Donuts used Facebook Live to engage users inside ‘Dunkin’ Brands University’ where they make their products and the Dunkin’ Chefs show their facility and the process of making a wedding cake out of doughnuts.

In the UAE, we have brands like Paavos Pizza, West14th Steakhouse and KCal that have initiated the use of Facebook Live.

Cisco reported that roughly 80 per cent of the world’s internet consumption will be video by 2019. YouTube has aunched 360 Degree Live Streaming which will be compatible with Virtual Reality headsets.

Facebook has been partnering with Publishers to adopt Live Streaming as an additional channel. Tastemade plans to do 100 Facebook Live shows every month, which will include recipe tutorials, booking programs with on-camera talent. With the initiation, the video started to receive 1.4 million videos within the initial roll-out.

Local brands need to be confident on how to use this feature, having a strong personality to face the camera, and ensure the comment moderation can be done right to engage their audience.

—The writer is the Director of McCollins Media, a digital brand activation agency in the UAE.