The Daily Beast launches two Facebook live video series
The Daily Beast is the latest publisher to join the Facebook live streaming party.
The IAC-owned news and entertainment site is launching two new original live series on Facebook. “Cheat Sheet,” which launches March 14 and will air every weekday at noon, will bring the site’s popular editorial series of the same name into a video format. Editor-in-chief John Avlon and other editors will break down the top stories of the day and answer questions from the Facebook audience. The second show, “Drink Cart,” will feature author and cocktail expert Noah Rothbaum talking with a Daily Beast editor about the latest culture news over drinks. It will air in the late afternoon on Friday (also known as Happy Hour).
Both shows are The Daily Beast’s first forays into Facebook live streaming and will be exclusive to the platform.
“For us, this is a way of rewarding our highly engaged community on Facebook with unique, custom content that they can only get there,” said Mike Dyer, president and publisher of The Daily Beast.
The Daily Beast is nearing 2 million Facebook fans. It typically sees 750,000 to 1 million interactions per month on the platform, according to Dyer. Cheat Sheet accounts for a disproportionate majority of those interactions, which was a key reason the publisher chose it for its first live video series on Facebook. “Drink Cart,” meanwhile, is part of The Daily Beast’s broader push into more culture and lifestyle content.
The publisher hopes that by offering regularly scheduled programming, it will be able to grow an audience that actually watches the content live. (Facebook Live clips are archived and available on-demand as soon as the stream ends.)
“If you’re going to produce something that’s time-bound, you need to give people the chance to build it into their daily ritual,” said Dyer. “There has to be a regular rhythm to it.”
It’s a strategy that could work if done effectively. TMZ, for instance, also does weekly live shows and credits that strategy as one of the reasons it’s able to capture as many as 100,000 live viewers per Facebook Live video.
The relatively low cost of entry into Facebook Live video was a key factor in The Daily Beast’s embrace of it. The Beast is drawing from existing departments including video, social, editorial, audience development and marketing, and the shoots themselves call for just three people behind the smartphone: a shooter, social media editor and producer to monitor engagement and provide feedback to the on-air hosts.
“The resources required to produce a video at a level of quality that people are used to seeing, in many instances and on many platforms, is prohibitively expensive,” said Dyer. “People already understand that the true virtue of a live broadcast is not in its production value, but in the content being delivered in a timely and relevant fashion. The very nature of it being immediate reduces the cost of producing it.”
The low production cost, combined with the wide reach Facebook offers, makes it unsurprising that Facebook Live is being widely adopted by media companies from TMZ to The Washington Post to individual Major League Baseball teams.
“Live video is going to become more competitive, not less, in the future,” said Dyer. “Facebook is the obvious place to start. We’re not opposed to other platforms, but it’s both the least risky place to start and the place with the most upside.”
‘The pressure cooker is primed to explode’: How instant messaging tools are contributing to burnout
Despite their many benefits, instant-messaging tools like Slack have contributed to burnout over the last year — leading some businesses to drop them entirely.
Member ExclusiveGaming Advertising Forum Recap: Rapidly growing sector’s massive platforms and user diversity underestimated
Digiday’s Gaming Advertising Forum invited industry insiders and thought leaders from brands, gaming platforms and ad tech companies to take the industry’s pulse.
Heated founder Emily Atkin shows what it takes to make the transition from staff writer to Substacker
Substack is now a full-time job for Emily Atkin and her subscriber base has grown large enough for her to hire her first employee.
SponsoredWhat sustainable app monetization looks like in 2021
Apple’s iOS 14 changes are driving significant shifts in the app ecosystem. For gaming businesses, these new changes will make it challenging to show targeted ads. That said, the mobile game economy continues to boom, and analysts predict long-term growth; global in-app ad revenue in 2021 will rise by 6.2% for non-gaming apps, and 19.1% […]
‘As good a chance as anybody’: Verizon Media looks to build on its DSP hot streak
Verizon is hoping a spree of publisher and agency partnerships will help solidify its role as the top DSP that isn't owned by Google, Amazon or The Trade Desk.
TikTok-native publishers look to expand business on other platforms after building audiences
Media brands launching exclusively on TikTok have amassed large, Gen Z audiences. The next step is expanding to other platforms to build their businesses.