One area Twitter’s crushing Facebook: live video
Facebook Live’s day of reckoning may finally be at hand.
Considering the brand rush to join live streaming app Periscope, things have been relatively quiet over at the social network’s foray into live streaming. Facebook Live was widely described as the “Periscope killer” after a verified-pages rollout in December that was geared to brands and celebs. Only there’s been one problem: No one is really using it. On Thursday, Facebook said Live will roll out internationally to everyone.
“It feels like a bit of a ghost town,” said a social media strategist who said she was not authorized to speak on behalf of her agency. “Clients haven’t jumped on, although I think it’s a great product.”
One of the first brands on Facebook Live — and the first brand in its category — was Dunkin’ Donuts, which over Valentine’s Day weekend used it to live stream a look inside “Dunkin’ Brands University,” where the brand makes its products. Hosted by Dunkin’ chefs, the session was a tour of the facility that ended with a tutorial on how to make a wedding cake out of Donuts. The agency behind the campaign, Hill Holliday, said the post got 4,000 likes and drove, in all, 31,680 views. At its peak, there were 3,000 viewers watching it live.
Our first-ever LIVE tour of the DD test kitchen + a big announcement for engaged Valentines!
Posted by Dunkin’ Donuts on Thursday, 11 February 2016
Asked why there were so few brands on Live, Dunkin’ head of social media Melanie Cohn said she has asked herself the same question. “I decided to do this before Periscope started putting broadcasts in the Twitter feed, so when Live came out I thought, ‘Facebook is finally getting it right,’” Cohn told Digiday. “Facebook is about scale, Periscope isn’t.”
Other brands with Live activations include Chevy, which launched a car at CES and Birchbox, which revealed items live yesterday.
One potential sticking point for Live might be that Facebook does not offer the ability to promote videos while they are live — only after. But Cohn said that ability is coming, according to conversations she has had with Facebook. Orli LeWinter, vp strategy and social marketing at 360i, has also tested Live with a few clients and says they are planning for more in the future. “Facebook Live is great given the built-in reach that some brands have on Facebook,” said LeWinter, who said the problem is not being able to promote it.
A Facebook rep said he could not share any product updates.
It’s been a markedly slow march for Facebook Live, though: When Periscope launched in March, the Twitter-owned app attracted brands almost immediately. Nissan used it to stream the unveiling of a new car model; Target shows users a sneak peek of its new Lilly Pulitzer line; and Taco Bell used it to hold a mock press conference about its new breakfast item. And once Periscope made it so its broadcasts would automatically play on Twitter, brand attention increased. Agencies and ad buyers, too, said they loved Periscope, saying it it compels people to watch and commands user attention because it’s so unproduced and raw.
The big difference, of course, is scale: There are way more active users on Facebook. And videos stick around on pages after they’re viewed, which is a bonus brands. Video is important for Facebook: According to Facebook’s third-quarter earnings, users watched 8 billion videos a day, up from a billion a year ago.
“You want an announcement, or content that merits being filmed in real time for Live to work,” said Tyler Hissey, digital strategist at Hill Holliday. “If you do something Live that you could have done as a video and made it well producer, that won’t work.”
Homepage image via Dunkin’ Donuts
U by Kotex believes normalizing periods will help it reach millennials, Gen Z
U by Kotex is looking to continue with recent streaming ads, digital spots, banner ads, shopper marketing and influencer partnerships focused on “Normalizing Periods.”
How the push for anti-‘woke’ advertising could create controversy for brand startups
As some push back on inclusive marketing, startups with more to lose sound off.
Digiday+ Research Briefing: CMO Strategies — How marketers’ social platform budgets stack up
In this week's Digiday+ Research Briefing, we share focal points from Digiday's recently released reports on how marketers’ social platform budgets stack up, and how agencies are feeling less pessimistic about the death of the third-party cookie.
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
With TikTok star Keith Lee, Pepsi hopes to draw Gen Z to Black-owned restaurants
Pepsi is teaming up with TikTok food reviewer Keith Lee to promote the best Black-owned restaurants with a focus on Gen Z.
Can Meta remain the ‘holy grail of paid advertising’ with challenges, challengers and Advantage+?
With more competitors and less solutions, advertisers sound off on Meta's social ad dominance.