What really drives a lot of focus on live is the excitement and engagement around ' For Shin, it ultimately comes down to where consumers are not just posting andor consuming content, but also creating it. And that's how consumers use , which could very well be Facebook's nemesis in live streaming. has a good position - its problem extends to the general public, Shin added. But they're well established because consumers are using it as a medium for content creation and not just for publishing and distribution. And that's precisely why Facebook also pays entities to create on its platform. Advertising Continue reading below It's smart for Facebook, Shin said. In fact, Shin also said that Facebook's push into live content was really an effort to push away. It's a big deal for these guys. If you remember when Google announced Google+, Facebook went into crisis mode and said,
We need to stop this before it really gets a foothold and they start eating away at market share, and that's much the same with , he image masking service told me. Live Stories and Discover are truly the most engaging experiences around. That's one of the things that's caused a major problem for Twitter, for example… I think what's really causing a lot of importance on live is the excitement and engagement around . Additionally, Shin said that Facebook has demonstrated incredible ability to respond to a crisis and has been able to kind of see the problem before it's too late and act on it. result. Facebook has a healthy sense of paranoia and they combine it with a very nimble mentality, Shin said. These guys can switch on a dime and rally the troops and feel like they're moving on to a bigger mission to fight the battle, which gives them a lot of resilience in the market.
Advertising Continue reading below However, while still lags behind when it comes to advertising options, Shin said it could easily incorporate features like comments or reusing live video as assets to advertise. and he only sees these opportunities developing. And, he noted, is in a strong position as a creative platform because it's where brands and marketers have the most engagement with users. now offers the ability to have marketers…sponsored filters…so a user slamming something live in real life can put a branded filter directly on them, Shin said. A brand can be integrated directly into the authoring experience, but if it's just integrated at the editing level, you're not really integrated. You are next to the activity. therefore has an interesting marketing opportunity here with brands integrated into filters and geolocation.