Continuing its push to become a video-first platform, Facebook execs showcased new filters for Facebook Live at the Wall Street Journal’s WSJDLive conference. The new filters use a form of machine-learning technology to transform live streams into the style of famous artists like Van Gogh.
Chris Cox demos Facebook prototype of live video filter-style tools #WSJDLive pic.twitter.com/DndSN7aFuY
— Jenn Van Grove (@jbruin) October 25, 2016
There are currently a few options for filters and drawing during broadcasts on Facebook Live, but the features are nowhere near as unique—or as loved—as what's found on Snapchat. But even without filters, Facebook Live streams have quadrupled since May.
While still in beta, the feature points to the amount of continued investment Facebook is putting behind live video. And PR pros should take notice: On top of the rise in sheer number of broadcasts, Facebook Live videos are more engaging. According to TechCrunch, live streams on Facebook get watched three times longer and generate 10 times as many comments as normal videos.
To further push the adoption of live streaming, Facebook is running a series of digital and real-world advertisements across the U.S. and U.K.
It’s already established that Facebook’s elusive algorithm favors live video, and with the company putting its deep pockets behind promotion, reluctant communicators should seriously consider going Live for success on Facebook.
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