Facebook, Inc makes a smart move to enter the live streaming market with a “Live” service for celebs, and it appears that Twitter’s woes wont end. News has it that Facebook has launched Live for Mentions, a feature that allows its VIP-only Mentions app to interact with their fans via live-streaming videos. The “Live” service challenges Twitter’s Periscope as the live stream wars continue in earnest.
The “Live” service is similar to Twitter’s periscope (except that it is VIP-only) in that it allows people to hold live broadcast to their fans. Some of the celebs that have signed up for the app include Luke Bryan, Ricardo Kaka, Ashley Tisdale, Lester Holt, Martha Stewart, Michael Bublé, the Rock, and Serena Williams. The feature also allows fans to comment in real-time on the stream, the VIP can read and respond to the comments and other late viewers can watch the video the page of the VIP.
Periscope is the $100M dollar bet that Twitter made on the video ad space. The sheer size of the Twitter user base is already driving buzz around the app. The app was officially launched for iOS under Twitters App Store account in March and the Android version came out in May.
A Good Enough Reason to Challenge Twitter for Video
Facebook has been taking gradual steps to enter the video ads market. The firm is already taking on Google’s YouTube in the video ads race. Yet, its entrance into live streams is a direct assault on Twitter. Facebook has previously thrown a subtle jab at Periscope when it launched a video icon in its messenger app.
The fact is that video ads pay more than text ads and Facebook is keen to increase ad revenues from all possible outlets. This VIP-live streaming should help Facebook get its feet in the door because VIPs are huge traffic drivers. Facebook currently charges about $22 per 1000 impressions for video; hence, the firm has a good enough reason to break into live video streams.
Facebook’s VIP Live Stream is a Traffic Machine
Facebook is keen on keeping users within its platform and video is the next frontier to be captured. Vadim Lavrusik, Product Manager at Facebook says, “Video is some of the most authentic content we’ve seen, and being able to interact with a public figure in real time is such an intimate experience.”
The firm also describes the Live feature as “an immersive and authentic way to connect with the public figures you care about, in real-time”. Facebook expects its “Live” feature to kick off on a high note because it fulfills the yearnings of VIPs. Lavrusik goes on to say, “We actually got feedback from public figures wanting to do live video even before we launched Mentions”