Tonight I tuned into a spacial broadcast of Gary Vaynerchuk’s DailyVee via Facebook Live. It’s a video series on YouTube I’ve been watching for quite some time which is a daily-ish vlog on a day in the life of an incredibly driven and savvy entrepreneur. (Side note: I’ve been fortunate enough to have some time w/ Gary on a few occasions and he even did an interview for this blog back in the day). Gary and his team already put out an enormous amount content across so many platforms, but here’s where I thought they broke some new ground.
Usually Facebook Live is used for just that-live broadcasts from your smartphone that can be anything from broadcasting commentary to sharing of every day events to issues and events that have the national spotlight.
Tonight’s DailyVee was promoted as just that-a live event. However, when the broadcast started (there were upwards of 6000 live viewers shortly after it began) what we were actually viewing was not a live piece of content, but a pre-recorded, edited and highly polished long-form video. In doing this, they basically used the Facebook Live platform as a method to deliver appointment television. Gary, D-Rock and his team created a shared viewing experience that people around the world engaged with, actively adding their thoughts and comments in real time. They moved the water-cooler discussion from the following morning to in-the-moment.
It was more of a premier than the usual live broadcast from a mobile device, but leveraged the Live platform in a way that i hadn’t seen done effectively before.
Watch this space. For people, content creators and event planners there are some big opportunities to generate real-time conversation around your stories and content that didn’t exist even a year ago. Is appointment television back? Maybe – just without the TV.
