How to use Facebook Live

Nick Burcher

This article considers the advent of live-streaming - most visibly launched with Facebook Live in the past year - and what brands can do to ensure they use it correctly.

Facebook Live hasn't quite turned out how it was envisaged. In April 2017, at Facebook's F8 event, Mark Zuckerberg revealed that every Facebook user would be able to stream live.

'Chewbacca Mom' then took over the internet and everyone sat back waiting for 1.7 billion Truman Show-type reality shows. Outside China, where live-streaming has become an alternative form of entertainment, that's not what's happened.

The key issue is quality. As The New York Timeswrote, "Many [live videos] are either plagued by technical malfunctions, feel contrived, drone on too long, ignore audience questions or are simply boring."...

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