Dive Brief:

• Previously only available to celebrities, Facebook Live Video is rolling out for all users. For the social network to get into the live-streaming race only adds credibility to the new format.
• The live-video streaming service will directly compete with Twitter’s Periscope, Meerkat and AOL’s Kanvas.
• Mobile live-streamed video is an attractive channel for marketers; brands including Taco Bell and MasterCard have used live streaming as an advertising platform.

Dive Insight:

Facebook's Live Video initially will be available to a handful of users, and will eventually span across all users. The live video stream will be part of the main Facebook app so users don’t have to download a separate app to begin streaming video. Twitter’s Persiscope live streaming app requires a separate download.

Mobile live-stream video is an increasingly popular format for users and attractive channel for marketers. Periscope announced in August that it reached 10 million users in four and half months.

Facebook’s mobile ad take currently accounts for 78% of its total revenue – Live Video could potentially push that number much higher. There are no current plans in place to sell pre-roll ads on Live Video.

In a blog post, Facebook Product Managers Vadim Lavrusik and Thai Tran wrote, “Live video streams automatically appear in their friends’ Facebook news feeds, and broadcasts that have concluded are saved in the timeline like any other video.”