Facebook will be releasing the first part of its advertising campaign that will make its user go Live and use the feature in a more confident manner.
Facebook Live was an important new element added to the social media website and app, but up to the present, not many users seem to be using the feature.
It is believed that most users are still reluctant as to what the idea of using the Live feature entails or are even unsure as how to actually use it. On the contrary, there could also people that are intimidated by the idea of broadcasting live and who do not wish to try it.
Facebook’s new campaign, which will be released come Monday in the United States, targets to offer both an explication as to how the option can be used, and to also erase the fears of those that could potentially find the idea of live broadcasting intimidating.
The ad campaign was thought out by Facebook’s own creative team, named The Factory, and features the social media giant users’ Live videos.
The clips, which come from actual Facebook Live client videos seek to show that by using the video one can capture fun and spontaneous moments and adventures, and should not be seen as something planned.
The first of the ad’s two-step campaign will raise awareness towards the feature, and present short clips shot using the Live feature. The vignettes will be broadcasted on both Facebook, television and some digital billboards, and will be 15-secoond spots that will start from a 3-2-1 countdown.
The second step of the campaign is set to begin on November 7, two weeks from Monday, and will act as a sort of tutorial that will concentrate less on the result and more on the process. It will be a sort of tutorial that is meant to demonstrate how the user can go Live.
Rebecca Van Dyck, consumer and brand marketing VP, stated that while the second phase will be more educational, and could also be site-specific, it will retain the same aesthetic as the first step.
As the videos used are real Live broadcasts, they are truly spontaneous, unscripted and have quite a feel-good vibe as the emoji reactions float on the screen.
As the clips were collected using the “Public” feature that generates a Facebook Live Map which is accessible to anyone, the ad was very fun and inspiring even for its producers as it exemplified their goal of a more connected, open world filled with new experiences.
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