Have you downloaded Facebook Mentions? It’s an app for would be celebrities, news and media organizations and just anyone who is remotely famous.
Why is Facebook pulling a stunt like this?
Well, you may have heard of Periscope and Meerkat, two live streaming apps but there are a few more that does similar things….like Twitch, which is opening up to non gamers and smaller players like Mobli, which has a Live Stream option for you to broadcast to an audience.
Facebook clearly thinks it is big enough to game this. So they hired a bunch of famous people and paid them a lot of money for them to live stream their day to day chores for your entertainment.
This is not the end of it. Facebook Live is technically in Close Beta, meaning only people who are truly celebrities will be given a chance to go Live.
The option is also available to brands who wish to connect LIVE with an audience and any Facebook Business Page will qualify but it has to be vetted. So if your FB Page only has 1,000 likes and sells designer aprons, chances are you get booted to the end of the queue if you ever attempted to register for FB Live.
After spending many months researching Periscope. I have found a ton of caveats.
Unlike Snapchat, where a select few gets invited to broadcast a feed that you can view before it disappears into nothingness, FB Live follows closely on the heels of Periscope and Meerkat. The chart below will give you an idea on who is watching what on both Meerkat and Periscope.
The FB Live stream plays to all your followers, and followers will be informed of a Live broadcast as it happens. This is probably one of the most difficult media channels to master as people have to be subscribed to your notifications and at the same time be able to flip open the mobile app at the shortest moment of notice to watch you do dumb or entertaining things.
This recorded LIVE feed will be kept on your Page timeline forever, but people outside of your FB Page won’t know it exist.
Plans are afoot to make those recorded Live feeds available in Facebook search itself though I haven’t found out how they are going to do this without charging someone for the privilege. All recorded video streaming will be available through the search but knowing humans and their weird taste for entertainment, no one is going to watch a Donald Trump speech no matter how entertaining it is. What’s more, any search now in FB will yield ZERO recorded live broadcast on your browser search, so the Video search isn’t exactly working at the moment except maybe for the overloaded Facebook app for mobile. Why would you watch video streaming on mobile is beyond me unless you have unlimited mobile data plans.
The close beta will probably become an open beta before going global. How is FB going to monetize this is beyond me but as a content developer, you should be aware of this before doubling down on that spiffy new mobile device and mobile data plan just to go Live.
Streaming right now is only restricted to chosen Facebook Mention celebrities. Each video segment is restricted to only 30 mins. Any more than that means you need a second FB Mentions account or are incredibly famous that FB will bend over to lick your boots.
Moving on to a Live broadcast is pretty easy. You can see the steps here.
One of the other problems with Live Broadcast is the poor quality of the videos. Both Meerkat and Periscope suffer from this. Facebook Live is no different. As for the follow-ship. Those voyeuristic folks who follow you aren’t really that large a number for now.
If you look at the above chart, you’d soon realize that FB Live subscribers will be dependent on your followers of your FB page. For Periscope and Meerkat, these platforms can be independent of Twitter followers and this means if you have a million Twitter followers doesn’t mean you will automatically have a million Periscope followers.
Bandwidth is dependent on many environmental factors and since you don’t have a good connection, your videos will be cutting out, jumpy and highly irritating. Even if you broadcast often, you’d might be able to increase the number of followers on your Periscope or Meerkat account without the same number of followers to your Twitter account. The above chart says it all, over a 8 day period, the number of videos you have to produce to keep up the frenzy is pretty high. And because of time zone differences, you won’t be discovered unless you are broadcasting something that is already trending on social media. Unlike FB Live, Periscope only keeps the stream you follow and kept about one day before it disappears. Meerkat on the other hand allows followers to keep the stream by hitting a record button. This means followers who like your stream have the ability to store it forever…until Meerkat gets bought out or closes down.
For FB Live, your only option to increase followers is to double down on FB advertising to increase your Page Likes or Followers. There is no other option. FB Live isn’t stand alone and is tied to your FB Page account.
Going forward, you have to ask yourself as a content creator/producer, would people be keen to watch you Live or maybe keep it real with a recorded broadcast on YouTube.
With Live streams, it’s just you and the audience. You cannot do any splicing, cleaver editing, add creative effects or cut to music if you wanted to. So for branding purposes, the scope for content developers is restricted.
What’s more, the experience for your followers is mostly restricted to a talking head (meaning you just doing the talking). So unless you got plenty to say within 30 minutes, which is relevant to your followers, you’re better off not saying anything and just answer questions they might for you, like….your success or failure as a celeb or on the new Portaloo that you are helping to endorse.
Don’t even count the chickens before they are hatched. Live streaming doesn’t automatically guaranteed 150,000 strong audience. I would think you’d be lucky to have 15. Recorded repalys might give you a further 100 to 200 eyeballs but that’s normally how far it goes when you’re not a member of the Kardashians.
Even with Live event broadcast, you might get a few stragglers who would ask you questions on the fly. But in any Live stream, it is just you and your followers where the interaction is via a keyboard. You get to speak to them of course after reading their questions on your mobile device display but I don’t think you should try getting philosophical about it.
Lastly, beyond looking at some famous celebs going Live and chatting to them, you can already engage most of them via Twitter directly. Facebook Live hasn’t got any real benefit except for FB asking money for you to get more followers for your Page. What’s more, with the new emphasis on Video, your YouTube videos will definitely be more interesting to watch.
As a precursor to bigger things to come, Facebook’s investment in Occulus Rift may be the eventual goal. By Live Streaming VR videos, be it in 360 or 180 degrees, you will be giving a new experience to people watching you. This is unfortunately only for the future and isn’t applicable to Facebook Live just yet.
So what is Facebook Live good for now? Nothing much….until Virtual Reality or VR Live videos take off.