Live video and specifically Facebook Live is the next logical generation of video and there is also something intrinsically special about “live.” Facebook Live creates an intimate experience between publisher (brand, business, person) and the consumer when a live video. A small list of differentiating factors for live video (specifically Facebook Live) and “on-demand” video; 1) it can be spontaneous, capture moments in real-time while streaming to as few as one or as many as millions of people; 2) it is engaging and interactive, consumers can interact in real time with the brand; 3) it is lightweight and mobile, you can publish live video anwhere, anytime.
August 5th of 2015, Facebook launches live-streaming, initially restricted only to celebrities. Subsequently, on August 12, it announces that the feature will be made available to journalists and those with verified profiles. Originally launched in the fall of 2016 to a pilot group of celebrities.
Facebook Live that was originally launched in August 2015 but limited only to celebrities and became available to all U.S. iPhone users on January 28. On February 18, the global rollout begins. It becomes available to U.S. Android users in the week following February 26. Starting March 1, Facebook starts pushing live content more compared to older content. Commentators describe Facebook Live as marking Facebook’s entry into the live-streaming space, competing with other live streaming platforms including but not limited to Periscope (Twitter’s proprietary live streaming platform).
On February 24th, Facebook released Facebook Live Reactions to the general public. The feature allows people to use six additional reactions beyond just the “like” action to convey their reaction to a post. The new reactions are “love”, “haha”, “wow”, “yay”, “sad”, and “anger”. Although the names differ across languages, the emoticons used are the same across languages. Each user can add at most one reaction to a post.
The future of Facebook Live can be separated into two distinct categories; 1) KNOWN Facebook Live enhancements that are known to be published in the near future (summer 2016) and 2) SPECULATION, Facebook Live enhancements that have the media, marketing and advertising industries abuzz with what will soon be available.