In Facebook’s case, it took a series of internal meetings in late 2015 to bring the community up to speed. In the interim, Facebook allowed marketers to learn from analytics tools that users had chosen not to use. Even as it was shutting down some Facebook Live channels, the company moved ahead to develop new ones, eventually launching Facebook Live media hubs in Austin, Texas, and Los Angeles. The company also formally unveiled Live Insights for advertisers and agencies. Facebook followed with a series of live events, inviting marketers and agencies to share their insights, and now plans to hold more throughout the year.
“We noticed a massive uptick in sessions (the length of time users are engaging with any given topic) for topics that are out there,” Srikanth says. “For instance, lately, we’ve seen an enormous bump for groups around abortion and finding friends near you on the app. People are also talking about health and education, but on a more isolated basis.”
Before the Facebook Live channels went live, posts could only be viewed for 24 hours at a time. But now Facebook users can tune in at any time, and hours may pass before anyone really bothers with the response.