Facebook Live is a great way for media organisations to interact with viewers in real time.
Facebook offers a huge audience platform and notifications can be sent to subscribers when a video goes live, encouraging them to tune in. Viewer engagement is also truly simultaneous with the footage.
While not everyone has mastered it just yet, Joe Media are well on their way.
Joe Media have recently introduced “Football Friday Live”, which is a 30-minute weekly panel discussion about the English Premier League.
FFL very much has the feeling of an actual TV show about it. It includes a host, guests sitting on couches, different camera angles and pre-recorded segments and interviews.
The first FFL Facebook Live episode has now got nearly 400,000 views.
Joe Media CEO Will Hayward said that “the main takeaway is that people get excited about live viewers… Others might optimize to massive viewership figures. We’re sticking to the principle of high-quality experience that people enjoy. There’s a gap in the market for quality experiences on Facebook.”
With 3 episodes already complete, Joe plan on creating up to 38 episodes. The company offers advertising opportunities on its Live channel, and from January on will have a 12 month sponsor brand.
BuzzFeed have found that an element of risk works well when doing a Facebook Live stream, something that was particularly important with BuzzFeed’s EU referendum Facebook Live debate.
BuzzFeed UK’s social media editor, Andy Dangerfield, says that the most successful Facebook Live streams enabled him to create something very different from the standard TV broadcast.
He said “the most successful videos have a sense of jeopardy – and with the live sentiment tracker one of our smart editorial developers had created, our online viewers could respond immediately to what was being said with a heart or an angry face.”
“The tracker appeared on screen as the politicians spoke, meaning the likes of Nicola Sturgeon, Nigel Farage and David Cameron were acutely aware of how well their opinions were going down. This helped provide an extra level of audience engagement and interactivity the TV broadcasts couldn’t compete with. It garnered 7.7 million views along the way.”
Another media company who are seeing success coming from Facebook Live are The Sun.
The Sun runs its own version of fantasy football, called Dream Team and they have used Facebook live quite a lot.
The Sun’s team found that success comes when viewers are able to direct the broadcast, and when the video ends with a satisfying, conclusive result.
When one of the Dream Team staff members went to get a footballer medical exam, it got a disappointing view count of 27,000 because it lacked the above two elements.
In contrast, watching Dream Team staffers suffer worked out much better. A live video of Dream Team staff being punished for missing penalty kicks racked up nearly 70,000 views.
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