Page 5 - Engage - no.9 - Summer 2017

for Amer Sports, Nokia, and others. “On a longer-term scale, I would imagine this might someday go in the direction of having some sort of director’s board done by Facebook or a third party using Facebook APIs, allowing for an even more professional operation.”
Mäkelä says this sort of improvement and new offering is another example of Facebook recognizing user behavior and improving what’s offered. Until now, companies
such as Livestream have provided most of
the professional-quality systems for live broadcasts. “Facebook was hardly the first one in this market. Live-streaming of video content has been around for years, but now is the right time, with all the tools and capabilities people have at their fingertips,” Mäkelä says. “When Twitter came out with Periscope, for example, that got a ton of attention, then Facebook came out with something similar so quickly. They don’t always invent these things, but they are very fast on improving them, capitalizing on them, and monetizing them.”
They also have a massive audience to deliver these products to and the ability to mold consumer behavior. Just a few short years ago, Facebook decided that photos would be important and customized the app so that photos received more visibility than text in the News Feed. People—especially marketers—got used to that and adapted. Then Facebook decided that video would be the gold standard.
“Now live-streaming gets more visibility, engagement, and reach, so that becomes the standard. And this is how they are building behavior,” Mäkelä explains. “Of course, there is a learning curve for a lot of people on this stuff, but now the average Joe can become
a broadcaster. Before, it took a full team to operate in this space. Now, people can do high-quality broadcasts by themselves, and that grows the market as well.” n
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INSIGHTS
Summer 2017
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