How Businesses Can Use Facebook Continuous Live Video In Their PR Strategy
When it comes to social media, Facebook is undeniably king. That’s why businesses bend over backwards to try and engage with users via the social media platform — and it’s also why they’ve been working hard to take advantage of Facebook’s video capabilities.
With the launch of the new Facebook continuous live video API, those capabilities have drastically expanded.
Announced in April, this latest expansion of Facebook Live will enable users to stream 24-hour live coverage of anything and everything — from a window filled with adorable puppies to the backstage goings-on during an awards show.
According to Simo, restaurants can utilize Facebook Live in order to walk diners through a typical service, cottage manufacturers can showcase their processes and B2B companies can stage live tutorials. Weather-driven industries like ski resorts or surf shops can even host a continuous stream of local weather conditions so that customers from across the globe know when it’s time to come in.
Our experts weigh in…
This feature immediately reminds me of Dominos Pizza and the rebranding campaign they ran, which allowed you to watch your pizza cook. This offers a new layer of transparency to consumers, which makes it an interesting choice for the brand. The “do you even know what that’s made of?” or “do you know how they actually cook that?” rumours may finally come to an end as consumers will push for live video feed systems to become a standard in food service and manufactured goods.
For example, Nike has faced child labour claims for years, and have spent millions of dollars trying to communicate how well they treat their employees in developing nations. I’m not one to say how the workers are treated, but what would happen if consumers could view a live video feed that showed these workers performing their jobs safely, using the proper equipment while laughing and having a great time? Their PR crisis would be over forever and they’d save millions of dollars. Maybe that’s a bit of an exaggeration, but I think you get the idea.
It’s up to brands to open up about their processes and best practices and convey them in a positive way, otherwise consumers will pick them apart from the comfort of their own home.
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