Facebook Live: Revenue & Experience
20th March 2017
Facebook is one of the latest media platforms to adopt live streaming, it enables viewers to watch, ‘like’ and comment live as the video is streamed. With an ever growing audience of streamers utilising Facebook Live to upload live music events straight from their phones and other devices, this poses two questions; will this new experience mean reduced revenue at music events, and what impacts will this have on event managers in the future? Taking these two aspects into account, do the positives of Facebook Live counteract the negatives from an event manager’s perspective?
After assessing the positives and negatives that Facebook Live can bring to a music event in relation to revenue and experience, we would like to open the floor to you. As event managers, do you think Facebook Live is an issue for events now and in the future?
Questions…
Does using Facebook Live create a new event experience?
Can Event Managers use Facebook Live as a tool to enhance the audience experience and increase the revenue of music events?
OR
Do the negatives outweigh the positives?
How will Facebook Live affect the future for Events Managers?
Thank You
I think live streaming is unavoidable so event managers should work with it, not against it.
Really good point Arnie. Do you have any ideas as to how event managers can use it to their advantage, other than the reasons listed in our video?
I think facebook live is a good tool. Especially for people who might have missed out on tickets to an event or have other commitments.
I think there will be a lot of people who would still pay to go as you can’t feel the atmosphere from watching a live stream. Always good to be there if you can. I think a good feature would be for events managers to get some behind the scenes live streams. You then enhancing the at home live experience
We agree with you, Daniel. It works as a sort of ‘catch up’ and can widely benefit event managers following the event, as the audience is significantly increased and the shares enable new people to discover the content.
The backstage streams, we feel, will totally be on trend within the next year and yet again artists will be competing for the biggest audience. Then what? Will live streaming then begin to take over? What if artists decide to launch ‘virtual gigs’ rather than live gigs, as to save costs and times attributed to travelling to gig locations and putting on a show? Would you watch these or would you refuse to become absorbed in this technology driven world?
Thanks for your input!
Aha, okay well I feel that Live Streaming isn’t at the capability of being a negative impact at events YET. The technology isn’t available to fully immerse the viewers of a live stream in the actual experience. People that go to events generally go to that event because they have an interest in the artist(s) and therefore want the whole experience – the sound quality, the atmosphere, etc. That can’t be captured by a Facebook live stream. The video made a fair point when it highlighted that people can become annoyed at an event because their view is obscured due to everyone having their phones out, but this can be overcome by the technology that Apple plans to bring in. Facebook Live streaming is having more of a negative impact on televised Pay Per View events, like boxing and certain football matches, where one user has bought the event, and then streams it via Facebook – in that instance, sound/picture quality isn’t as much of an issue, because you can get closer to the sound source/tv, etc. I think event managers should focus on making the events a more immersive experience by making the event feel more personal, instead of focusing on trying to reach a larger audience via streaming. If people are genuinely interested in an event, they would pay to go to that event. In the future, things might change, especially with technology growing exponentially, but for now, I don’t think event managers have to worry!
We think you’re right there, Troy. At the current time, Snapchat and phone videos still remain the most popular form of recording and Facebook Live is not as big as it could be right now.
Can you suggest a way that event managers can make the event more personal, in such a way that Facebook Live cannot in any way reciprocate this?
Thanks for your time!
I wouldn’t say that the negatives outweigh the positives, but there are definitely negatives which need to be addressed. For example, the negative point of phones or other devices blocking views at gigs or festivals. This will always be an issue as there cannot be a ban on these. A main live stream, or a connection to the TV broadcast could be an alternative? Another negative, as mentioned in the video above is that if you can see the gig/festival from Facebook, what is the point in paying to go? A hype would need to be built to say that the physical experience is much better than the virtual experience.
Facebook live can reduce revenue for events managers as people would save their money to watch the gig on their phone, rather than actually go to the gig.
Hi Callum, thank you for your input. When you say that there cannot be a ban on recording, we agree there may definitely be some human rights to consider there. However, Apple’s patent is a new technology that disables all kinds of recording on mobile devices and there are plans for this to be used at events. Not only will this cost money for the event managers, but this may also increase the risk of attacks in clubs. Technology can malfunction, and if people need to video call, or they have an app similar to SOS!*, the recording facility would therefore be compromised and may introduce unsafe scenarios. Would the location GPS still work, for example?
* SOS! is an app that allows the user to shake their phone in an unsafe environment, which activates a recording of the location and what is going on in front of the person. This alerts people who have been set up on the app and there is a higher chance of people being found safe.
Like Troy said below, maybe event managers need to focus on creating an event that cannot be replicated or recorded, so that live streaming will never be more beneficial for people than actually attending.
What puts you off some events? What would make you be more inclined to watch from the comfort of your own home?
Thanks for your response Callum!
From your video I believe that Facebook Live is a real an opportunity for event managers. The Facebook live videos rank higher than any other type of content in the FB news feed. And if you take into consideration the decline in organic post reach, (referring to how many people you can reach for free on Facebook) Facebook live streaming can really benefit event managers in marketing their event and providing the opportunity to reach a new range of audience members.
Thank you for your reply James! I agree with you about the organic post reach. Like in our video blog about Biffy Clyro using it to gain 1.2m views from Facebook Live, and in terms of using it as a platform to engage audience members, Facebook Live always tends to be top of the news feed and this can, like you said, engage new audience members! This creates benefits for event managers such as increased ticket sales, increased revenue and an increased fan base, potentially bringing in more profit in the future.
Does using Facebook Live create a new event experience?
In terms of music festival Facebook could add to music events, as twitch have and Youtube now are adding to gaming festivals. I feel however that Facebook could bring the festival agenda to the festival goers rather than people at home. Being that Facebook is something almost everyone has, whereas twitch is more based around gamers.
Can Event Managers use Facebook Live as a tool to enhance the audience experience and increase the revenue of music events?
Yes, at larger events that would last multiple days it would be cool to have a stream that gives a forecast and program through out the day, looking at characters such as James 2GD Harding, they can host huge events for several hours with the help of a few others.
Good to see such positive comments, Nige! There are definitely negatives associated with this new technology, however you’re right and it can be utilized in such a way that enhances the experience for those already attending the event too.
Thank you for your response.
Obviously you have to work with the changing technological environment, and technologies such as ‘Facebook live’ will be coming in to play in a more frequent basis, and Event managers should capitalise on this… but at the same time, where does it end? Is the end result for Event Managers putting an event on in a closed room with purely the artist, and only streaming it live and charging a surplus to view it? Minimising the job role and responsibilities on a mass scale.
I personally feel that social media should be negated at events, and the event itself should be a privilege you have paid for, and it being impossible to replicate on any scale without being there.
You have said similar things to others, Danny, in which event managers should focus on creating such an immersive experience that it simply cannot be replicated. That is a very valid point for the managers of the future. You’re also right that we all must adapt to the technological advancements and these can be used to gain capital.
If you were organising your own music gig, and both the attendee experience and the revenue gain is a key aspect of your objectives, would you personally capitalize on the live streaming, or would you completely ban these devices and create a highly immersive event?
Hello, I believe that Facebook live is a great feature although i do not think it creates a new event experience because it is a video so if you didn’t know it was live it would be the same experience as if it was not live. being at an event is a special experience because you are there and you are part of them so i personally believe paid for music events should not be filmed to make for a better more personal experience.
I don’t think Facebook live will affect event management because the fact that the event is being streamed on Facebook doesn’t mean the event doesn’t need to be organised and managed.
on the other hand If the future is crowd less events but its shown on Facebook then music performance will die out.
Hi Chris, thanks for your comment.
Do you think ticket sales would decrease if live streaming became more popular at festivals?
Live streaming should be embraced and used to event mangers benefits, things like advertising revenues can be achieved using streaming which can have a much bigger audience than those which are at the event.
Absolutely, Daniel. Can you think of other benefits of live streaming other than those listed in our video?
Thanks for your input!
Really interesting prospect Facebook Live. From my limited experience it can be very beneficial to Events Managers in promoting their events at the venue!
But the early reputation is not all positive so needs to be taken in to account before solid use as a social media platform
Can we ask what your experience of this may be? Do you have any figures or evidence that shows that Facebook Live helped promote these events? If so we’d love to see them!
Yes, we would highly recommend that the pros and cons of this technology are fully evaluated before using it at events.
I relate with Maddie a lot, I think the negative outweighs the positives for the attendee! People filming the event/performance and streaming it on social media is a real reflection of today’s surveillance culture and society’s obsession with documenting all aspects of their lives on camera. An event (particularly a concert) is the one time that you can really live in the moment.
Absolutely agree Hannah. Isn’t it an awful experience when you can’t see the stage due to others filming it!
There is definitely an obsession with documenting life, and we don’t think this is going to disappear any time soon. So perhaps event managers need to work with these trends, as they would be fighting a losing battle should they try and fight against it. Or would they?
If event managers were to ban the use of recording devices at festivals, would you be more or less inclined to attend?
Thanks for your response Hannah!
Yes it does create a new experience.
Yes they can if they’re wishing to target a specific audience directly.
On the negative side. I think the music venues will lose advertising revenue if it’s done on face book.
Also there maybe copyright issues if a private individual shows a video of a gig and the venue gas an issue with it.
Absolutely. There are both pros and cons of Facebook Live at events. I think identifying the aim of the event would be key to assess whether it would be a positive or negative addition to the overall success.
I agree, if for example it’s a specific genre of music eg: country and western. Facebook live can be used to increase revenue for future events by targeting existing fans and prospective new ones.
It is an interesting conundrum! It does reflect similar marketing/promotion tensions already in place and needs to be thought about in a similar way to these. Facebook live as user generated content (UGC) can work to an event’s advantage as far as reinforcing the good time that attendees are having and can lead to positive electronic word of mouth (EWOM), but as the video suggests there can be negative sides to it too. The idea that it is cheap is not entirely accurate, as whilst UGC is not paid for, per se, the control measures that you identify cost money. Blocking users from live streaming is probably too far, but providing your own live streaming service whilst expensive can serve to “control” some of the content that is appearing and also maintain brand standards which is vital for future leverage of any such material.
Hi Jlannon2014. You make very valid points, especially about the positive word of mouth. Facebook Live can engage a wider audience and increase (or decrease!) the fan base, in turn potentially affecting profit and attendance at the next event.
Brand standard is such an important issue that we have overlooked. Corporate image, staging designs and attitudes cannot be regulated on a live video and therefore takes the control out of the event manager’s hands. It is true that providing their own service may be highly beneficial, however we don’t think this is likely to reduce the number of attendees recording their own version. A lot of this, we feel, is due to the need to show everyone that they are there at that moment. This cannot be shown in the same way with professionally recorded footage. The psychology behind this desire to share everything should be closely analysed, and once understood, measures can be introduced that can benefit the event manager best.
Do you think that positive word of mouth is more beneficial long term to an events manager, rather than potential increased revenue?
Thank you for your feedback, Jlannon2014.
Yes, using Facebook live creates a new event experience for the following reasons:
1) You are able to increase the engagement of the event as individuals can watch from different locations
2) Reach more people in a shorter space of time
3) Instant feedback from participants (through comments etc)
Yes event managers should consider Facebook live as a method to enhance audience experience & revenue as the more individuals watching the event, leads to more discussion amongst viewers which in turn creates more interest in future events from individuals.
Thank you for making such clear points Nadine. Facebook Live enables event managers to reach a much wider audience in a way that engages everyone, through the use of comments and ‘reactions’. It should definitely be considered as a tool for event managers.
Would you start using Facebook Live for events in the near future?
Thanks for your feedback!
It is a difficult issue. I think consumers might take issue with an event taking control of their phones and disabling them, however in this information overload society the concept of exclusivity is more valuable than ever, bands like City and Colour are asking people not to film for specific parts of their sets so that they can share a unique moment in that space, which is part of the appeal of live events.
Thanks Rebecca! You’ve raised an interesting point regarding event managers authorisation to take over attendees devices. Do you feel that this could raise potential health and safety issues for the attendees?
As you have mentioned, City and Colour ask fans to not film parts of their sets.
However, some paying fans may not be able to attend on the day. Do you think that alternatively, bands can use Facebook Live as part of their production to reach a greater audience?
I I think the negative outweighs the positives for people going to the event! i think recording an event through social media, you are not enjoying the event, you are focused on the screen in front of you and not what is going on around you. In essence, you are loosing the complete reason you are going to a live event in the first place.
Thank you for your response Emma, do you feel that this type of experience would affect your choice to attend events in the future? and what are thoughts on using infrared to block the use of devices during a live event?
Some really good points in this video!
I think it’s brilliant for event managers to make the most of new technology, it is obviously something that their audience is embarrassing so maybe they should to!
I hadn’t really thought about the advantage that people might stop filming at the event if they can watch and share the live stream after. Is strange to think that social media advances are actually giving people more or a raw and real event experience, it’s a really nice concept!
I do think that the main issue with live streaming, along with other technology such as virtual reality, is that it might stop people from attending events. Personally, I don’t think anything could beat the real live event experience but I am sure a lot of people that want to see a band might just watch the live stream instead of spending the money and time attending. It’s definitely something that event managers should consider!
Thank you for your response! We agree that you can’t beat the real event experience, but the world is becoming a crowded place and some people may prefer to stay in their own space in their homes. It’s definitely something event managers need to consider, and we’re glad you can see it as an issue too!
Interesting video. As an events manager myself I think Facebook live and other social media forms are a very positive thing for events. When I host an event, I want as many people as possible to ‘share’ the event, be that via Facebook, snapchat, Instagram etc – the more people sharing videos and photos the more hype surrounding my event.
Whilst you can easily look at a crowd of people filming a show and say ‘they aren’t fully enjoying the show’ – surely that’s their decision, they’ve paid to attend and if they’d like to film surely that’s their choice. I personally think you’d loose more customers as an event host if you disabled people’s phones or had a no phone policy at a show, people don’t like being told what they can and can’t do. Whilst, in some way it’s sad that modern society views life through a screen, as an event host I don’t think it’s an issue at all, as previously mentioned, social media surrounding your event is only a positive thing.
Thank you for your feedback. It’s great to hear of social media as being a positive addition to events, and we definitely agree with you. Perhaps we should just accept that social media and mobile devices have become a major part of living, and we need to work with this trend rather than against it?
Sharing the event via social media does increase hype and in turn may bring in more revenue in the future due to an increased fan base and event knowledge. We suppose you are correct in saying that the attendees have paid, and they have a right to enjoy the event as they wish. Do you think that those who wish to record the event should be allocated a specific area of the venue, so as not to disrupt or get in the way of people who wish to just watch the show? In your experience, do people actually get annoyed with phones in their way? Thanks for responding!
I do not believe the increasing use of event recordings through Facebook live poses any risk to the event industry. If people want to share their own experience of an event this should be their own choice, not allowing the use of mobile phones could potentially decrease future sales from attendees who have had this right taken away from them at an event. I do however agree that the increasing want of people to record their lives on social media and now the growing popularity of Facebook live is becoming a nuisance. In terms of this issue at events, as Rebecca mentioned this can be tackled by the band/ artist asking the crowd not to use their mobile phones at particular points to create a more in the moment atmosphere! I also believe event managers should make the most of new technology, streaming parts of an event on the event Facebook page could increase future sales by exciting potential customers
It’s refreshing to see another point of view, Chloe. It can definitely be controlled through artists voicing their requests, as evidenced by Adele and Justin Bieber! Thank you for your suggestion on how to tackle the issue, it certainly is simple and I’m sure fans would respect the requests of the artist (s) more than the event managers. Thank you for your input!
Now I think about it , I don’t think I have ever watched back the footage I have recorded from gigs and events I’ve attended. I think Id personally mainly use facebook live or for example snapchat story, as a means of informing other people I’d attended the gig- showing off basically !
But now I’m thinking about it, I am definitely open to Facebook live stream as a way of enjoying gigs instead of attending. Live stream to the BBC is how I enjoy Glastonbury on the TV every year. But I think I’d only watch a professional live stream like how Biffy Clyro did- I’d never ever watch someone’s smartphone footage in my free time as I can’t tolerate amateur filming.
Very informative thought provoking video!
Thank you Polly for yet another insight! It is funny how people catalogue these events, and then never review them at a later stage! So maybe Facebook Live and Snapchat is a new means of ‘checking in’ at an event?
In regards to your second point, would you therefore watch live streams created by event managers/professionals? And if so, and it was a really good event, would you then consider going the next time?
I think using Facebook live for these events helps create interest and revenue for the future as people get an insite into the event itself and can from decide if it’s to their taste. As for the period of time itself it creates a new way for people to look at the memory of that day.
I don’t think using facebook live will cause any damage to the industry for this fact.
Thank you for your clear response Tilly. Have you ever watched a live stream and chosen to attend the event following this?
I think with facebook live you just miss the actual live/being there experience. I don’t understand why people go to festivals and decide to focus on recording (trying to show off) and watching the whole event through a small screen instead of actually living in the moment and experiencing that feeling when an artist you have admired your whole life through a TV screen now is in front of you performing. For me, it completely unnecessary. Few short videos or photos as a memory of being there is ok, but streaming it live…no. However, as I can see more and more people get addicted to social media and communicate only through that (and forget what is to communicate with someone face to face) so I guess it might be and advantage for promoting events but I’m completely against it. Sorry for the rant. Peace!
Great feedback Ekaterina! We agree that the experience can be spoilt by live streaming and people are becoming addicted to social media, but we think this is sadly inevitable and so it may be a case of event managers just having to work with it.
As a trainee events manager honestly don’t think its big deal, at the end of the day if someone feels the need to record at an event its their purgative. Its not like you can ban people from using their phones at an event.
Thank you for your comment Rebecca, what do you think about the experience of attendees who around the people with mobile devices around them live streaming? Would you personally as an event manager put anything into place to allow all attendees the best experience possible? What do you think abouting creating your own Facebook Live platform at one of your event your running?
I think Facebook live will be a great marketing tool for event managers to use to help get them noticed and seen by as many people as possible. It can be used to show the event from start to finish showing the preparation before an event all the way to the event it’s self.
Thank you for your comment Rebekah, yes these are all advantages of Facebook Live, allowing event managers to reach a larger audience through the new platform. Do you think that showing the preparation before and after the event will give the audience a behind the scenes feel?
Facebook live is a great way to get the public talking about your event and its sparks new interest. For example, if I saw an artist playing at a gig online and was impressed by the performance/atmosphere, I’d probably be more inclined to go see them in the future. I wouldn’t want to just watch the performance off a screen, I’d want to be there physically to soak up the atmosphere. Event managers are constantly focusing on how to enhance real life experiences. This makes me think of the new O2 advert, where they are encouraging people to attend events as they will be offered an ‘experience’. Maybe this is in response to live streaming?
I personally don’t believe Facebook Live is necessarily stopping people from attending at the moment. I think its a useful promotion tool. But who knows what the future will hold.
Thank you Laura, we found research supported your point off watching a gig online and then attending the event later on in the future. Your point is good is good advice for event managers who didn’t want to use Facebook Live but should use it as a promotional tool so they can still gain the benefits that live stream has to offer.
Whilst I personally believe that live streaming an event is a brilliant idea (allowing fans who are unable to afford the cost of attending an event), there needs to be some factors which events managers would need to consider.
Firstly, ensuring that “official” live streams are put into place, where quality and therefor reputation of an event can somewhat be maintained, and not just having customers stream it to their friends at home. Personally I hate going to an event, and just seeing everyone holding their phones up in the air, I’ve even attended on gig, where the artist performing requested half way through the show that people put their phones away!
Secondly, ensuring that there is also value added for those attending the event in person. People should want to opt for attending in person, but they will only do so if they feel they are gaining something over watching the live stream. The live stream should be considered a secondary alternative, not a main choice.
Finally, with the direction in which technology is going, now is the time to engage in the format, as it wont be long until some events are completely lived streamed from a venue with no audience as a way of cutting costs and reaching a greater audience, quickly.
Thank you Alex, if the Apple infrared technology was put into place to block IPhone camera and video would this make you want to attend the event more? What would you suggest that event managers could do to ensure that audience members were getting the most out of their live event experience?
Cool blog piece and VERY valid!
A lot of brands are starting to use Facebook Live to engage their audiences, for example boohoo are such big fans of this as seen here and the fact that they topped the UK’s 20 most viewed branded FB Live Vids on Black Friday: https://www.facebook.com/boohoo.com/videos/1456401731044385/
I feel Facebook Live can start up initial engagement for live music events such as the release of tickets, VIP upgrades etc. Instead of the live performance as it is very hard to get great quality of FB live streams, personally I wouldn’t say it’s an issue it an opportunity to enhance their marketing strategies.
Thank you Tasseed, do you think event managers could also use Facebook live like Biffy Clyro did with a HD quality camera and production crew to Live stream his music event?
This is a very good topic, with two different sides of the story!
I believe Facebook Live is a great way to engage with a wider audience. Live streaming may not necessarily reduce revenue because if this is a repeat event the online audience may be more inclined to attend the event at a later date. This is a good way to capture an audience who is willing to spend money on the event at a later date.
At sold out events live steaming should not be an issue. However, there can be a loss in revenue if the venue is half full and the other half are watching at home not spending any money on tickets or merchandise. Maybe smaller events need to use Facebook Live effectively to advertise their event and make people attend?
I don’t believe events should block live streaming as this could also have a negative effect on the people at the event who would like to live stream. Do you not think that this could have a negative effect on the audiences after event experience who may like to watch it back?
Although the event experience could be affected with everybody else’s mobile phones in your face, I still don’t believe this would limit the experience compared to watching it online.
Over time I definitely see Facebook live been important as technology increases.
Facebook Live Experience is a very good tool, it gives me the feeling of seeing an event up close even though I am not there in person. However, I had the experience of not being able to fully enjoy an event because people had their phones help up recording it which blocked a lot of my view. I hope something can be done to reach a suitable compromise so people can still watch the event itself and they can still record it live as well.