It’s a well-established fact that video can drive major engagement for a brand. As Gary Vaynerchuk pointed out last year:
The single most important strategy in content marketing today is video. Whether it’s video on Facebook, Twitter, Snapchat or Youtube, the content you need to be thinking about creating and marketing on social for your business is video. Period.
No matter what you’re selling, no matter what your company does, if you don’t have a video marketing strategy for the biggest video platforms, you are going to lose. And in case you haven’t noticed, the platforms of distribution for video content online have shifted drastically over the last 18 months. Facebook is getting more daily minutes watched than YouTube, Snapchat’s daily views are now in the billions, and video on Twitter has taken listening and one to one branding to a whole new level.
What could be better than that? Live video.
Apps like Meerkat and Periscope shook up the market in this respect, but other social titans weren’t far behind. Facebook, in particular, realized pretty quickly they were going to have to evolve in that direction to keep their user base engaged. Initially they introduced the feature to their platform last year for verified accounts, but eventually they expanded access to the general user base.
Though demand for the service had been demonstrated by smaller players, Facebook live video feeds didn’t catch on right away. Celebrities like George Takei have been more likely to use it than others, allowing the feature to function like a video-based version of a Reddit AMA, but most users were either unaware of its availability or unsure how to use it.
That’s begun to shift over the past couple of weeks. Following the live feed from Philando Castile’s girlfriend that was broadcast right after her boyfriend had been shot by an officer, a slew of people took to the live platform to express their frustrations. Suddenly, Facebook’s live video had found an audience, with one of many applications in the spotlight.
As the live broadcast option gains greater visibility, it’s anticipated to become a more frequently used feature. In acknowledgement of potential growth, Facebook recently updated the look and feel of such video experiences. As Design & Trend reports:
Facebook announced that it has begun rolling an update to its live video platform that would allow longer live broadcasts.
People and Page administrators will now be able to broadcast Facebook Live up to four hours per session, according to VentureBeat.
When Facebook Live first launched, it only allowed users to broadcast live videos for up to two hours. The social media site said that people have requested to make livestreams longer and so the company has done just that by doubling the limitation.
Facebook has also added fullscreen and video-only modes through the update. Previously, Facebook Live videos were presented with a square aspect ratio to give room for comments.
Now, livestreams are broadcasted and viewed in fullscreen on mobile devices. Fullscreen mode will work in portrait and landscape mode for iOS devices.
On the other hand, Android devices will only support portrait mode. Facebook says that landscape mode will be available more widely “later this summer.”
This change makes the live video functioning even more appealing to both users and broadcasters. But it should also be an exciting opportunities for businesses engaging in social media marketing. Why?
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