Publishers are getting creative about how to make money from Facebook Live.
Facebook officially opened its doors to branded content this April, letting media owners publish advertorials, either co-created with brands or sponsored by them, to their verified Facebook pages. There’s also the option to run short ad breaks within Facebook Live videos, though this is just running with a handful of test publishers. And while there hasn’t been an avalanche of publishers running sponsored live videos — most are just figuring out how to develop audiences for Facebook Live — some are starting to see dollar signs.
Business Insider and News UK are among them. Facebook applies the same rules for media owners commercializing its live video product as to its fast-loading tool Instant Articles. And yet, few publishers have reported major revenue upticks from Instant Articles. For some, Facebook Live is where the real commercial opportunity lies.