Every movement begins with a moment.

Social Media Influencers Are Going Live

Posted 14 July 2016 9:00 AM by Stephanie Cook @MoxieUSA, @stephaniewcook

Social media influencers are active across the web on a plethora of channels. Whether it’s content creators sharing their wild experiences, like learning how to fire dance through a YouTube video, or an avid traveler sharing an everyday moment on Twitter, like a failed attempt at eating a lollipop, these folks are active on every major platform. The rise of newer social networks, as well as updates to already-popular platforms, are only providing these influencers with more opportunities to share their content and attract more and more fans to build their audiences.

One platform that influencers are already leveraging is Facebook, but one of its most recent updates is providing influencers with a prime opportunity: Facebook Live was introduced to all U.S. Facebook users in January 2016 and became available worldwide several weeks later.

In case you’re behind on social media news, Facebook Live — often shortened to Live — allows users and brands to share moments via mobile instantly (read: as they’re happening) with their friends or followers. Publishers can respond to comments immediately on these videos and share moments with virtually anyone who has a computer or phone that’s connected to the internet. Many people are already tapping into the power of this update. Parents are sharing moments in their children’s lives, such as graduations and birthdays, with extended family members. Aspiring musicians are showcasing their talents to friends and fans through Live concerts. The opportunities this feature offers are incredible, and as it gets more and more established, the ideas and executions it will inspire will be even more engaging and innovative.

Influencers are already leveraging Facebook Live and seeing incredible results. Kiki Palmer, an actor and director with a large following on social, collaborated with iHeartRadio to answer fans’ questions about her upbringing, career and personal inspirations. The ten-minute, unedited video was viewed over 35,000 times and has garnered more than 1,200 comments. Lauren Conrad, most well-known for starring in the reality series “Laguna Beach,” partnered with Cosmopolitan and executed a similar approach, receiving over 202,000 views and more than 2,800 comments on her particular broadcast. Novak Djokovic, the number one ranked tennis player in the world, created a video thanking his fans for their support during his incredible season. Through Live, he showed viewers his locker room at a particular tournament and introduced fans to his management team. His video garnered 68,000 comments and was viewed over 8.7 million times. All three videos had zero editing and were simply raw, live video published directly to Facebook — all the more evidence of how engaging and successful videos executed through this storytelling method can be.

Brands have a prime opportunity to leverage Facebook Live by incorporating social media influencers into their broadcasts. However, choosing influential individuals that make sense for a particular brand — and within this format — is a key component for this activation to be successful.

The latest data from Facebook shows that users comment 10 times more on Live videos than on regular Facebook videos. New metrics have also been released for the storytelling medium, which include Peak Concurrent Viewers — i.e., the highest number of viewers who were watching the video while it was live — as well as Viewers During Live Broadcast, which is a visual representation of the number of viewers during all moments of a video. These new metrics will help both influencers and brands assess the effectiveness of their efforts with the new functionality.

We’ve only seen the tip of the iceberg of what influencers can — and will — execute with Facebook Live. Do you have any content ideas you think social media influencers will leverage with this new storytelling method? Share your thoughts in the comments section below.


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