Live Video Moves from Feature to Strategy
Facebook Live is no longer just for verified pages. As of early April, all users now have access to stream live video to their followers—and the platform is making it clear that video is now a priority. Live videos appear more prominently in the News Feed, and users even get notifications when pages or people they follow go live.
This isn’t just a rollout. It’s a signal. Facebook is repositioning itself as a real-time media platform—where spontaneous, unscripted video has the potential to outperform polished, scheduled content.
Real Brands, Real Results
BuzzFeed was among the first publishers to experiment creatively with Facebook Live. Their viral video of two employees trying to explode a watermelon with rubber bands, streamed live on April 8, 2016, reached over 800,000 concurrent viewers at its peak. The video had no edits, no script—just a countdown of tension. Its massive success wasn’t about production; it was about engagement, anticipation, and shared experience (BuzzFeed, 2016).
This moment helped prove that brands don’t need expensive studios to captivate their audience. They need presence, creativity, and a willingness to embrace the moment.
Strategic Insight: Show Up, Don’t Just Schedule
• What’s your story? You’re not just broadcasting—you’re opening a door to real-time conversation.
• What do you solve? You offer transparency, immediacy, and personality in a crowded content stream.
• How do you do it? With planning that supports spontaneity: a content theme, talking points, and a clear call-to-action.
• Why do they care? Because live means access, and access creates connection. People don’t just want polished—they want present.
Fictional Ideas
A local restaurant owner starts hosting weekly Facebook Live videos every Thursday afternoon. Each week, they share behind-the-scenes looks at food prep, introduce a chef or bartender, and answer questions from viewers. To increase discoverability, they promote the sessions with geo-targeted posts and boost visibility using local hashtags and paid reach. Followers receive notifications when the stream begins, and regular attendees begin tagging friends to watch live.
Without spending a dime on traditional ads, the restaurant gains local press, increased weekend reservations, and grows its Instagram following as a cross-platform bonus.
References
BuzzFeed. (2016, April 8). ‘BuzzFeed Watermelon Live Stream Breaks Facebook Live View Record.’ https://www.buzzfeednews.com/article/copyranter/buzzfeed-watermelon-facebook-live
The Verge. (2016, April 6). ‘Facebook opens Live Video to everyone.’ https://www.theverge.com/2016/4/6/11376136/facebook-live-video-all-users
TechCrunch. (2016, April 6). ‘Facebook Live now available to everyone.’ https://techcrunch.com/2016/04/06/facebook-live-everyone/
Adweek. (2016, April 7). ‘Facebook Prioritizes Live Video in News Feed.’ https://www.adweek.com/performance-marketing/facebook-live-news-feed-priority-170737/
Wall Street Journal. (2016, April 2016). ‘Facebook Paying Media Companies to Use Live.’ https://www.wsj.com/articles/facebook-pays-media-firms-to-use-live-video-1465931080
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