Facebook investing in resources into making Facebook Live catch on, even running outdoor ads for the service to teach people how and when to use it. At the moment, brands and publishers are promoting their Facebook Live content through sponsored posts prior to the broadcast or once the live video has ended.
A Facebook rep confirmed that the social network has been “running a small test” of the Facebook Live ads, but refused to share any details.
While the value of live videos often depends heavily on timeliness, paid promotion of any kind takes time to grow, explained Mike Dossett, manager of digital strategy for agency RPA. “That presents a unique challenge if there is any lag between the stream going live and the promotional support going live,” said Dossett.
Aside from the real-time promotion feature that Facebook is currently testing, the platform introduced scheduled live streams last month to let advertisers and publishers make an announcement post for an upcoming broadcast.