Did you know that Facebook generates 8 billion video views
per day and that people spend 3x more time watching Facebook
live video than regular videos? As one of the most important
engagement metrics, time spent viewing is a strong indication
of what’s important and valuable to Facebook’s 1. 7 billion
users. It seems that live video on Facebook is here to stay.
Live video on Facebook is maturing. The broadcasts being
produced are not simple cat videos or selfie-shot videos.
We are beginning to see content on Facebook and other
social media platforms that is every bit as professional and
produced as something you’d see on net work TV. As social
live video becomes as professional-looking as traditional
broadcast—and has the added value of real-time interaction
bet ween publisher and viewer—the potential for more and
longer-form viewing is clear.
Despite the massive growth and viewership of live video on
Facebook, networks, companies, and brands are still trying to
figure out ways to leverage these audiences to make money.
The potential is there. The challenge is: How do brands
and networks leverage this medium to make money from
There are currently 3 main ways to monetize content on
• Indirect monetization
• Branded content
• Ad breaks
In this article we will explore all three methods and
outline when and for whom each one makes sense.
Indirect monetization is a method by which you use one
channel to drive sales in another channel. Ideally, it generates
money, but there’s not a direct correlation between your
content and a sale.
By integrating Facebook into your marketing plan, you
can use Facebook Live streams to drive more customers to
your business. For example, an online store or brand can
encourage users to “Like” their page on Facebook by creating
engaging live videos. Once users Like their Facebook page, the
brand can then deliver updates, alerts, and promos to those
users’ feeds, building their brand reputation and ultimately
driving them to their website for online sales.
Another example is a broadcaster that runs premium
content on their on-air channel, and then creates original
Facebook Live streams to advertise or extend their premium
content. (See sidebar, “Meredith Corporation” above)
Indirect monetization leverages the strengths of the
Facebook platform, where people are already spending time,
to engage new users interactively, and attract them to a
brand’s main website or channel.
FACEBOOK LIVE BRANDED CONTENT
Branded content is a fast growing slice of this new media
landscape. Facebook defines this as “content that features a
third-party product, brand, or sponsor (‘marketer’). It is typically
posted by media companies, celebrities, or other influencers.”
Using branded content as a monetization strategy on
Facebook Live is ideal for brands, channels, or publishers
that already have a large audience or following and want to
How it works:
The first step to streaming Branded
Content is to get your Facebook page
Verified. Verified pages have a blue
checkmark. (Inc. has a great step-by-step
article called 10 Steps to Get Verified
on Facebook–and Why You Need To
The broadcast television group at Meredith
owns and operates 15 U.S. TV stations
in 13 markets that reach more than 12
million households. They recently started
broadcasting live to their Facebook
channels to deliver and cross-promote
their stations’ branded live news content
to a social audience.
“Our Wirecast Gear systems move video—whether it’s live or pre-recorded —
directly to Facebook Live. For us, having the ability to stream our trusted, high-value video news content to Facebook Live is the key to really engaging social
media users. It’s a way of expanding our market reach into social media, while
enticing devoted social media users to also check-out our on-air channels,”
said Larry Oaks, vice president of technology, Meredith Corporation.
Top 3 Ways to
Monetize Content on Facebook Live