Live video plays an increasingly significant role for brands on Facebook. In August 2016, only 1% of Facebook video posts were live. This share climbed to 3.9% in November, and reached 4.4% in June. But the more interesting story here is that brands are adopting a traditional spend strategy for live video, a sign that the relatively new format is maturing.
In June, the promotion rate of live videos surpassed that of overall video posts on Facebook—78% versus 72%—for the first time in the study period of L2’s Video: Live report. Live videos appear to be effective: the live video engagement rate in June was 25% higher than the overall Facebook video engagement rate, according to L2’s study. If live videos continue to generate more engagement than traditional Facebook video posts, brands could find reason to increase their investments in Facebook Live.
Beyond engagement, brands are also achieving reach through live video posts backed by spend. For example, Samsung anchored its Galaxy S8 campaign to Facebook, posting paid teaser videos and eventually broadcasting its product launch event through Facebook Live on March 29. Running over 90 minutes, the paid live post on Facebook ultimately received 1.6 million views and was shared over 14,000 times. These view and engagement results reflect a successful video push, as the 1.6 million views beat Samsung’s average Facebook video view count during the same period of 1.5 million.