Facebook is paying Internet content creators to use its new Facebook live streaming service.
Of the $50 million dollars Facebook has poured out to companies and Hollywood celebrities to use their live streaming service, the company is extracting $2.2. million and handing it over to digital influencers.
Currently, their roster of internet personalities include Jon Paul Piques (Vine), Ray William Johnson (YouTube), Elise Strachan (YouTube) who are contracted to receive six figure payouts to use the service for a set number of streams. Another two dozen creators will be taking to the live streaming stage.
During the online video convention VidCon, the question of Facebook Live and revenue sharing from advertising came into question. Facebook’s move in making deals with popular internet creators seems to be an official answer to that question.
From paying publishers such as BuzzFeed and The New York Times, celebrities Gordon Ramsey and Kevin Hart and now Facebook’s play to make deals with influencers to use their live streaming service, reveals how driven they are on building the platform.
Live streaming appeals to content creators because it lends its hand to the authenticity that makes the connections through the internet so compelling. Creators like the raw quality aspect of live streaming video content, without a production polished feel and so do users in general. The authenticity factor is certainly one of the gravitational pulls of live streaming for content creators.
The 2.2 million dollar investment is all designed to encourage more people to use Facebook’s live streaming service, but the question remains, will it pay off? The 50 million used so far is certainly a drop in the bucket for Facebook to experiment with, as they continue to grow in the live stream sector.
It’s also important to keep in mind that although live streaming has its good points, it remains to be only one aspect of the powerhouse that video content has become online. You have Apple entering the game, Netflix expanding their market share, AT&T and Verizon expanding their video content reach and we can’t forget Amazon Studio growing in video content strength.
This battle for attention through video content is a major concern for social media companies Facebook, YouTube, Snapchat and Twitter as they compete with their platforms for user growth, not only amongst one another but also with other non-social media giants.