From the archive. First published in August 2017. Rewritten for clarity, with a note on what happened afterwards.
Facebook began testing going live directly from the camera screen in 2017, moving the feature out of the status box and into the place people were already taking photos. Live video had launched in 2015, initially restricted to public figures and celebrities, before opening to everyone.
The part worth updating
Live video turned out to be the single best performing format on Facebook, and almost nobody uses it.
Emplifi, analysing more than 200,000 Facebook profiles, found live video earning a median of 37.5 interactions per post. That is roughly four times link posts and more than six times image posts. Every other format, including standard video, Reels and carousels, clusters in a much narrower band well below it.
We have gone looking for a catch and have not found one. The most likely explanation is simply that live is hard: it cannot be scheduled in a batch, it cannot be polished afterwards, and it requires someone to be present and competent on camera at a specific time. The effort is the moat.
How to use it if you have a page worth the effort
- Announce it in advance, because live distribution rewards people arriving while it is happening.
- Have one subject and a reason for people to be there, rather than going live with nothing to say.
- Reply to comments out loud during the stream. The conversation is the ranking signal.
- Keep the recording up. It continues to earn views afterwards.
For buyers
A page with a history of live video and a genuine audience that turns up for it is a materially better asset than a page of the same size posting reposted images. It demonstrates a real, attentive audience in a way that no follower count does.
Thinking of selling?
We give free valuations with no obligation. Send us the page URL and a representative replies with a figure, usually within one business day. Looking to buy instead? Register as a buyer.
