Dive Brief:
- In a blog post Tuesday, Facebook announced Live API, a new tool that allows publishers to schedule Facebook Live streaming video broadcasts in advance.
- The blog post explained the tool was added to Facebook Live following publisher demand.
- TechCrunch points out that the ability to schedule live streams eliminates the frustration of announcing an upcoming stream but not being able to provide potential users with a link to view it, instead having to start the stream and hope an interested audience shows up.
Dive Insight:
The new API adds value for publishers and their partners in giving more time to generate buzz and push promotions leading up to a streaming event on Facebook. The move might also encourage more publishers to integrate their video broadcasts to Facebook in the hopes of connecting with its billion plus users.
Facebook has increasingly seen the value in video and live streaming in particular over the past year, and media outlets and brands alike have taken to the platform to engage with audiences in real-time. Facebook is in close competition with Twitter and its Periscope brand, along with YouTube Live, in becoming the go-to platform for live streaming content, and all three services have streamed events like the presidential debates through media partners.
The new API rolls out Thursday for Verified Pages, and live streams can be scheduled up to a week in advance, with audience members allowed to join the lobby three minutes before the broadcast starts.
