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This is article 1 of a 2 part series.

As we move into 2017, industry experts have been predicting what the year ahead might have in store for inbound marketing. Live stream video, for example, has seen a huge spike throughout 2016, and this is a trend that’s set to continue growing, so much so, that it is even being touted as the future of social media.

It’s hardly surprising, then, that live stream video is becoming a core part of content marketing for brands of all styles and sizes.

Live stream platforms

As live video finds a nest in social media, the question isn’t whether to get involved with live video, but where to invest resources. Each platform brings its own strengths, weaknesses, and unique characteristics to the table.

Facebook Live Stream

Since the launch of Facebook Live in April, brands of all flavours have been incorporating the feature into their content marketing strategies. Of course, this isn’t the first wave of live video being used as a tool for content marketing – up until now, a handful of brands have experimented with the likes of Periscope and Meerkat, including early adopters, Red Bull and Mastercard.

What currently gives Facebook Live the upper hand over its competition, though, is the fact it offers brands the opportunity to reach a much larger demographic, particularly for those that already have a well-established following on the platform.

Facebook Live offers its users a seamless user experience topped with extensive analytics data and engagement metrics. Live videos are submerged straight into followers’ newsfeeds where they can bask in heaps of organic exposure and engagement.

Don’t just take my word for it, though, stats show that people spend three times longer watching live videos compared to videos that have been pre-recorded. Hardly surprising then, that Facebook is prioritising this type of content, giving it a higher position in news feeds. Product manager, Vibhi Kant, said in a company statement:

“We’re making a small update to News Feed so that Facebook Live videos are more likely to appear higher in News Feed when those videos are actually live, compared to after they are no longer live.”

Facebook Live therefore makes it quick and easy for brands to reach a wide audience through creating original content, as well as gain detailed insight from these experiences to improve over time. As we head into 2017, things are set to get bigger and better when Facebook expands its broadcast feature to…

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