Periscope’s biggest moment in 2016 came in the form of #DrummondPuddleWatch, a banal puddle situation in Newcastle that spiralled into 20,000 people live streaming the scene. For a while, Periscope dominated the live streaming scene with similarly quaint videos – until Facebook came along and, predictably, bulldozed the competition. By integrating live streaming into its existing app, Facebook has turned its huge community of bloggers and gossipmongers into potential film-makers and broadcasters.
Since then, Facebook Live has been no stranger to controversy. In July 2016, Diamond Reynolds streamed her boyfriend Philando Castile being fatally shot by a police officer via the app. The swift and widespread outrage that followed highlights Facebook Live’s immense potential to shed light on systemic societal problems and be a force for good.
But it can also be turned to more sinister ends. The streamed brutal torturing of a schizophrenic man in Chicago – watched by 16,000 people at one point – was eventually taken down by Facebook, but was then reposted by a right wing site with the caption: “Share if you think this is a hate crime.”
By recasting the video as an attempt to “condemn violence or raise awareness about it”, the canny publisher satisfied Facebook’s guidelines on moderating violent content. Amid this ever-evolving minefield, which brands are coming out on top?
From Spotify live streaming Izzy Bizu to Benefit’s Tipsy Tricks – advice on how to apply makeup delivered by pleasingly sozzled presenters – the new channel is being put to imaginative use. Then there’s Dunkin’ Donuts, which took consumers on a tour of their test kitchen, culminating in the construction of a flamboyant doughnut wedding cake. Buzzfeed, meanwhile, continued to rule the click-bait roost with their video of employees stretching rubber bands over a watermelon – cue inevitable ending.
So, what have we learned so far?
- No topic is too inane or trite for Facebook Live. From puddle watching to watermelon bursting, the more simple the material is, the better it seems to do. Chewbacca Mum – simply a mum laughing hysterically while wearing a Star Wars Chewbacca mask – garnered 164m views.
- Live works best in the functional realm, in the form of competitions, workouts or gigs. It also favours brands who have their own content – such as Spotify or Netflix – who can stream exclusives.
- Simplicity prevails with a strong call to action. Live will never have the glamour of Instagram or the impressive precision of Snapchat’s facial recognition technology, but the democratisation of broadcast and the honest truth of live streaming can create an instant impact.
