Facebook Live allows people to share their thoughts in an instant with their friends and community. Individuals use it to broadcast what’s going on in their lives in real-time. On the other hand, brands and marketers use it to connect and engage with their audience, often, as a part of their social media management tech stack. It has proven useful at a time when pandemic-related restrictions prevent people from gathering with others to host an event.
In this compilation of Facebook Live statistics, readers can take a look at the state of Facebook Live, from when it was first introduced to the upcoming features of the product. In addition, they can get insights into Facebook Live viewership and how marketers use this content type. As a result, they can get ideas on how to use Facebook Live for their social media strategies.
Facebook Live Statistics Table of Contents
State of Facebook Live Statistics
Since its official launch in 2016, Facebook Live has grown tremendously. Today, there are millions of broadcasts made on the platform. Facebook Live comprises only a small chunk of video content on Facebook. However, studies show it as an effective way of driving engagement with one’s audience, especially today when there’s a large number of social media users who are all competing for clicks and likes. Facebook is further enhancing its video features by adding automatic closed-captioning and allowing paid online events. In addition, it is also developing Super. This new product allows platform users to pay for interacting with celebrities and content creators via live video.
- Facebook Live had a soft launch in 2015 and was made fully available to the public in 2016. (Forbes, 2019)
- Over 8.5 million broadcasts have been made on Facebook Live. (CNET, 2020)
- Video content comprised 15% of content on Facebook. Facebook video content includes both videos uploaded to the platform and live streaming videos. (Social Insider, 2020)
- Only 12.8% of Facebook video posts are live even if they generate twice the engagement. In contrast, 87.2% of video posts published on Facebook are pre-recorded. (Social Insider, 2020)
Live vs. Pre-Recorded Facebook Videos
Source: Social Media Examiner, 2020
Designed byNew and Upcoming Facebook Video Features
- Facebook has enabled automatic closed captioning of Facebook Live videos through AI technology. The company was able to quickly deploy this to assist governments in broadcasting important pandemic-related public health information. Currently, automatic closed captioning for Facebook Live is available in six languages. Automatic closed captioning is available in English, Spanish, Portuguese, Italian, German, and French. (Facebook, 2020)
- Celebrities and content creators can now host paid online events through Facebook Live or third-party sites. Facebook will not be collecting fees for the service in 2021. However, Apple will keep 30% of Facebook user payments made through the iOS app. In addition, users can also pay on the web or through Facebook Pay for Android users in select countries. In this case, creators can keep 100% of their revenue. (Variety, 2020)
- Facebook event hosts will receive payouts once a month after reaching a minimum balance of $100. Currently, paid online events are available only in select countries. These are Australia, Belgium, Brazil, Canada, Czech Republic, France, Germany, Hungary, India, Italy, Mexico, the Netherlands, Norway, Poland, Singapore, Spain, Sweden, Ukraine, the United Kingdom and the United States. (Variety, 2020)
- Facebook is currently developing a new video product called Super. Super lets entrepreneurs, celebrities, and content creators host live interactive video events. With Super, people can pay celebrities and content creators for the chance to take selfies with them, “appear” beside them during the live session, and otherwise interact with them. Super has similarities to celebrity shoutout app Cameo, which has been valued at $300 million in 2019. (Chicago Tribune, 2020)
Facebook Live Viewership and Usage Statistics
Facebook Live is one of the most used platforms for viewing live content for users in the US. One of the interesting Facebook trends is that during the pandemic, the number of Facebook Live viewers doubled.
However, although Facebook Live allows people to connect online instead of in person, it has an ugly side as well. For example, there have been reports about violent content and celebrity scams on Facebook Live. Facebook has responded by implementing a one-strike policy for users who violate community standards. On the other hand, there is proposed legislation seeking to enforce fines on social media companies who don’t take down violent video content online.
- Facebook Live stats show that it is the third most popular platform that US viewers use to watch live streams. Twenty-nine percent of viewers aged 35 to 54 use Facebook Live. On the other hand, 23% of viewers aged 55 and above use Facebook for live streaming video. In contrast, only 19% of viewers aged 18 to 34 watch via Facebook Live. (Vorhaus Advisors, 2020)
- The number of Facebook Live viewers in the US increased by 50% from February to March 2020. Facebook said that the increase can be attributed to people practicing social distancing due to the COVID-19 pandemic. (CNET, 2020)
- In Italy, Instagram and Facebook Live views also doubled during the lockdowns, as residents sang from their balconies and broadcasted them. (Facebook, 2020)
- In 2020, the Easter and Passover holidays were the most popular week for Facebook Live broadcasts ever recorded from spiritual Facebook pages. Facebook attributes its popularity to the suspension of in-person services due to pandemic-related restrictions. (Facebook, 2020)
- Buzzfeed News live videos had less than 5,000 views before it used other platforms like Twitch in search of a new set of audience. (Digiday, 2020)
Facebook Live Viewership by Age
18-34: 19%
18-34
19%35-54: 29%
35-54
29%55+: 23%
55+
23%Source: Vorhaus Advisors, 2020
Designed byViolence and Scams on Facebook Live
- Video footage of the Christchurch shooting incident in New Zealand was viewed 200 times during its broadcast. In total, it was viewed 4,000 times before it was removed. However, individuals reuploaded the video 1.5 million times 24 hours after it was first broadcasted. (The Verge, 2019)
- Following the Christchurch shooting, Facebook has implemented a one-strike policy for users who violate Facebook Community Standards. Users who violate the policy will be automatically banned from Facebook for a set period. In addition, Facebook has allotted $7.5 million for new research partnerships. The company is working with three universities for enhancing its image and video analysis technology. (Facebook, 2019)
- In Florida, a 53-year-old woman live-streamed her suicide. Facebook removed the video from her profile and converted her page into a memorial page. (Daily Mail, 2019)
- A man was shot to death while streaming a Facebook Live video in Alabama. Two days after, the video was viewed over 377,000 times with 120,000 shares. (Los Angeles Times, 2020)
- Recent incidents of violence captured via Facebook Live have prompted a California State senator to propose Senate Bill 890. Under the proposed legislation, social media companies can face a civil fine of $1,000 per day if they don’t remove a photo or video after a takedown request from a crime victim. (Los Angeles Times, 2020)
- There have been reports of Facebook live videos that impersonate celebrities through fake accounts. Users are lured with the celebrity purportedly giving away cash in exchange for the user registering on a website outside Facebook using their personal information. In December 2020, a Facebook Live video was broadcast that impersonated Jennifer Lopez where she supposedly gave away $5,000 cash to 900 people. (Reuters, 2020)
Facebook Live vs. Other Types of Content
If you’ve ever asked yourself, “Is Facebook Live effective?” There seem to be mixed findings based on results from different surveys and experiments. When compared to native video and embedded video, a survey found that Facebook Live videos generated the most comments on average. On the other hand, Facebook Live only placed second in terms of engagement and average shares. In contrast, an experiment found that Facebook Live had a far better reach and engagement than non-live Facebook videos. Meanwhile, a different experiment concluded that Facebook Live videos had better reach and more views and engagements than Facebook Stories.
Facebook Live vs. Native Video vs. Embedded Video
- According to a survey of 10,000 videos, native video made up roughly 95% of top posts. On the other hand, live video made up 4.84% of top posts. (NewsWhip, 2020)
- Average engagement with Facebook videos worldwide is highest for native video. Native video had an engagement of 221,652, live video had 194,562, while embedded video had 153,531. (NewsWhip, 2020)
- However, for average shares with Facebook videos worldwide, embedded video took the spot with 81,418. The second spot goes to native video with an engagement of 53,095. Third went to live video with 30,468 engagements. (NewsWhip, 2020)
- For average comments made on Facebook videos worldwide, the top spot goes to Facebook live videos. According to 10,000 videos analyzed, Facebook live videos generated an average of 38,038 comments. In contrast, native video only generated 8,577 comments on average. Embedded came close with 6,685 comments on average. (NewsWhip, 2020)
- Among the kinds of engagement viewers made with Facebook live videos, 48% consisted of likes. On the other hand, 20% commented on the video, 16% shared the video, and 20% reacted with the heart icon. The lowest engagement types were for other reactions at 3% and sad reactions at 2%. Facebook reacts can indicate the popularity of a post, which is one of Facebook’s algorithm ranking signals that marketers should consider. (NewsWhip, 2020)
Source: NewsWhip, 2020
Facebook Live vs. Regular Facebook Video Posts
- Facebook Live has twice the reach of regular Facebook video posts. In an experiment, a three-second Facebook live video reached 2,598 people on average and a total reach of 12,929. In contrast, a Facebook video post had a reach of 1,346 on average and a total reach of 6,729 people. (Biteable)
- In the same experiment, a Facebook Live video turned out to be more engaging than a Facebook video post. Facebook Live video had an average of 94 engagements and 469 total engagements. On the other hand, Facebook live videos only had six engagements on average and 28 total engagements. (Biteable)
Facebook Live vs. Facebook Stories
- In another experiment, results for a 30-minute organic live broadcast were compared to results of 30-60 second organic video posts. Facebook Live stats show that the live video reached more people at 12,929 versus 6,729 for organic video posts. (Social Hospitality, 2019)
- The Facebook Live videos also gained more views at 5,395 three-second views. On the other hand, organic video posts only gained 1,1714 three-second views. (Social Hospitality, 2019)
- Finally, Facebook Live broadcasts drove more engagements. The Facebook Live broadcast in the said experiment generated 469 engagements. In comparison, organic video posts only gained 28 engagements. (Social Hospitality, 2019)
Source: Social Hospitality, 2019
Marketing and Facebook Live Statistics
Brands use Facebook Live to give an impression of spontaneity and authenticity. According to a survey, a majority of marketers consider Facebook Live as the most important video channel for their business. Meanwhile, over a third of marketers say that they use Facebook Live for video. However, just under a third of marketers will incorporate Facebook Live into their marketing tactics this year.
- Facebook live videos that last over one hour can boost engagement from 0.19% to 0.86%. This is true for all sizes of Facebook pages. (Social Insider, 2020)
- Live videos generally drive more engagement with the audience. The engagement rate for live videos for pages with under 10,000 fans was 1.59% versus 1.59% for pre-recorded videos. For pages that have 10,000 to 100,000 fans, live video engagement was 0.43% versus 0.28% for pre-recorded video. For pages with over 100,000 fans, the engagement rate for live videos was 0.09% versus 0.10% for pre-recorded videos. (Social Insider, 2020)
- 38% of marketers say that they use Facebook Live for live video. Facebook Live beat out Instagram Live (17%) and YouTube Live (8%). The least preferred platforms were LinkedIn Live (3%), Twitter Live/Periscope (2%), and Twitch (1%). Surprisingly, 54% of marketers said that they don’t use live video. (Social Media Examiner, 2020)
- 64% of marketers said that Facebook Live is their single most important video channel for their business. In contrast, only 19% said Instagram Live while 10% said YouTube Live. The least important channels were LinkedIn Live (5%) and Twitter Live/Periscope (1%). (Social Media Examiner, 2020)
- In 2021, 28% of video marketers plan to include Facebook Live videos as part of their marketing strategy. This figure is down by 4% compared to last year. (Wyzowl, 2021)
Most Popular Types of Content on Facebook Live
Facebook Live has become a go-to platform for engaging audiences in real-time. Content creators and brands are using it to capture attention in dynamic ways. Here are some of the most popular types of content on Facebook Live:
- Q&A Sessions: Live Q&As allow audiences to ask questions directly, making the content interactive. Brands, influencers, and experts often host these sessions to engage followers and provide valuable insights.
- Product Launches: Companies frequently use Facebook Live to unveil new products, offering exclusive previews and behind-the-scenes content. This creates excitement and direct engagement with their audience.
- Live Events and Conferences: Many organizations use Facebook Live to broadcast live events, seminars, and conferences, expanding their reach beyond physical attendance.
- Tutorials and How-To Content: Demonstrating how to use a product or service is a popular content type on Facebook Live. Viewers appreciate real-time guidance, and businesses can showcase the value of their offerings.
- Influencer Collaborations: Influencers often collaborate with brands on Facebook Live, providing authentic reviews or showing off products in action, which drives engagement and interest among their followers.
- Behind-the-Scenes: A look into the day-to-day operations, creative processes, or team activities can humanize a brand and make followers feel more connected.
- Entertainment and Music Performances: Artists and entertainers frequently use Facebook Live to stream performances, engaging their fans with live music, performances, or casual hangouts.
Facebook Live: Now and in the Future
Most recent Facebook statistics show that Facebook video is a force to be reckoned with—and not only for real-time videos. In particular, Facebook Live has grown even more popular during the pandemic as an alternative way to host events online due to restrictions imposed on in-person gatherings. Studies and experiments have conflicting findings on how effective a medium Facebook Live is. However, still it cannot be denied that marketers consider it a crucial part of their social media channels.
For all its usefulness, Facebook Live has a dark side. Over time, there has been a number of violent live video content such as suicide, murder, and mass shootings. Facebook hopes to address this with its one-strike policy while proposed legislation seeks to make social media companies subject to fines for not immediately taking down violent content. Only time can tell if these measures are effective. At any rate, new features and functionalities like auto-captioning and paid online events are poised to make Facebook Live gain even further reach in the years to come.
Key Insights
- Significant Growth and Adoption: Since its launch in 2016, Facebook Live has seen substantial growth with over 8.5 million broadcasts, reflecting its importance for personal and business use.
- Engagement Advantage: Live videos generate twice the engagement compared to pre-recorded videos, despite comprising only 12.8% of Facebook video posts.
- Pandemic Impact: The number of Facebook Live viewers doubled during the COVID-19 pandemic, underscoring its role in facilitating virtual connections when in-person gatherings were restricted.
- Marketing Relevance: 64% of marketers consider Facebook Live their most important video channel, highlighting its role in contemporary marketing strategies.
- Extended Engagement: Live videos lasting over an hour can significantly boost engagement rates, demonstrating the value of longer broadcasts for deeper audience interaction.
- Security Concerns: Despite its benefits, Facebook Live has faced issues with violent content, leading to the implementation of a one-strike policy for violators and ongoing efforts to enhance video and image analysis technology.
- Innovative Features: New features like automatic closed captioning, paid online events, and the development of the Super product are set to enhance the user experience and expand functionality.
FAQ
1. What are the main benefits of using Facebook Live?
Facebook Live allows users to share real-time experiences and connect with audiences instantly. It drives higher engagement rates compared to pre-recorded videos, facilitates virtual events, and provides new monetization opportunities through features like paid online events.
2. How has the COVID-19 pandemic affected Facebook Live usage?
During the pandemic, the number of Facebook Live viewers doubled as people turned to the platform to stay connected while practicing social distancing. This trend was particularly noticeable during significant events like the Easter and Passover holidays.
3. How does Facebook Live compare to other video content on Facebook?
Facebook Live videos generate twice the engagement of pre-recorded videos. They also tend to have higher average comments, making them a more interactive content type. However, pre-recorded videos still make up the majority of Facebook’s video content.
4. What security measures has Facebook implemented for Live videos?
In response to incidents of violent content on Facebook Live, the platform has introduced a one-strike policy for violators. Additionally, Facebook has invested $7.5 million in research partnerships to enhance its image and video analysis technology.
5. What are some new and upcoming features for Facebook Live?
Facebook has introduced automatic closed captioning for Live videos in six languages and is enabling paid online events. The platform is also developing Super, a product that allows users to interact with celebrities and content creators via live video, offering features similar to the Cameo app.
6. Why do marketers prefer Facebook Live?
Marketers prefer Facebook Live for its high engagement rates and the authentic, spontaneous connection it offers with audiences. It’s considered the most important video channel for business by 64% of marketers, making it a crucial part of many social media strategies.
7. How do Facebook Live videos perform compared to Facebook Stories?
Facebook Live videos generally have better reach, more views, and higher engagement rates than Facebook Stories. Experiments have shown that live broadcasts reach more people and drive significantly more interactions compared to shorter, pre-recorded video posts.
8. What challenges does Facebook Live face?
Despite its benefits, Facebook Live faces challenges related to the broadcast of violent content. Facebook’s one-strike policy and proposed legislation aim to address these issues, but the effectiveness of these measures remains to be seen.
References:
- Biteable. (n.d.) Facebook Live: Does it really have better organic reach?. Retrieved from Biteable.
- Doffman, G. (2019, March 24). Facebook Admits It Can’t Control Facebook Live — Is This The End For Live Streaming?. Retrieved from Forbes.
- Facebook. (2020, September 15). New Automated Captions Powered by AI. Retrieved from Facebook.
- Gleit, N. (2020, December 7). 2020 Year in Review and Top Pop Culture Moments. Retrieved from Facebook.
- Haney, S. (2019, March 23). Florida woman, 53, livestreams her suicide on Facebook as a friend viewing the video sent authorities to try and save her life but they were too late. Retrieved from The Daily Mail Online.
- Joseph, S. (2020, April 1). It took a global pandemic, but Facebook Live is back in favor. Retrieved from Digiday.
- Mcgreevey P. (2020, January 29). Facebook could be forced to remove videos of violent crime under California proposal. Retrieved from Los Angeles Times.
- NewsWhip. (2020 July). Social Video Report: Summer 2020. Retrieved from NewsWhip.
- Porter, J. (2019, March 19). Facebook says the Christchurch attack live stream was viewed by fewer than 200 people. Retrieved from The Verge.
- Reuters. (2020, December 15). Fact check: Facebook live videos impersonating celebrities’ money giveaways are a scam. Retrieved from Reuters.
- Social Hospitality. (2019 April). Facebook Live and Stories: Organic Reach is Still Alive. Retrieved from Social Hospitality.
- Social Insider. (2020, May 27). Facebook Video Study. Retrieved from Social Insider.
- Spangler, T. (2020, August 14). Facebook Launches Paid Online Events for Creators, Complains That Apple Will Take 30% of Payments Made Through iOS App. Retrieved from Variety.
- Vorhaus Advisors. (2020 August). Vorhaus Digital Strategy Study Advanced TV and Connected TV: SVOD, AVOD, Cord Cutting, Skinny Bundles, Livestreaming. Retrieved from OTTX.org.
- Wong, Q. (2020, March 27). Facebook says more people are watching live videos amid coronavirus crisis. Retrieved from CNET.
- Wyzowl. (2020 December). Video Marketing Statistics 2021. The State of Video Marketing. Retrieved from Wyzowl.
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