Live streaming on Facebook - What can we expect

Facebook has done a limited launch of its live streaming tool to ordinary users (earlier the company opened it up to celebrities who had massive fan following). Very briefly, live streaming tool allows users to post live content on Facebook to a select group of people who get invited to view the event. Once live streaming is over, this video automatically goes into a person’s timeline and will be available for viewing at a later date. At this stage, a user can delete the video if she wishes to. Facebook intends to target people who wish to stream social events, birthday parties, student convocations etc.

In class we discussed that the truly original content is an advertiser’s goldmine. Video streaming and photo sharing, in my opinion, are truly democratic ways for almost any user to post original content. We discussed the role of creators, critics and consumers of content on Facebook and said that role of creators is paramount for success of any social media. Original content acts like a main source that feeds interactions and conversations and personal video, in my opinion, stands out as the most original and valuable content. People who are reading this would remember a recent article on NY Post that Facebook is stealing Youtube videos (I will write my next blog on this subject) and instead of linking them to a specific Youtube video, Facebook is encouraging its users to embed that video on the Facebook page itself by using its native video player.

Seen in that context, a live streaming tool is a great launch for Facebook with strategic implications. Personalized video content is sure to draw users onto Facebook again and again and diminishes the possibility of user fatigue. People might be tired reading messages and posts but it is less likely that people get tired watching personalized video content. And personal streaming seamlessly integrates with other features of Facebook – I’m not sure if I can say the same thing about other social networks like Twitter and Meerkat. So by introducing personal video streaming, Facebook is playing to its strengths and possibly steering clear of controversies such as video stealing.

For advertisers, this tool only means that they would be able to get more eyeballs for longer. So while the content attracts more users, it will also make Facebook advertising costlier.