To compete with other social media such as YouTube and Twitter, Facebook introduces a new tool called Facebook Live to bring more brands and celebrities on board. It is a video streaming service on facebook. It raises the bar on engagement with consumers and fans. In Mumbai Office of Facebook, it has launched Facebook Bandstand where artists performers and media professionals can host live shows or interact with their followers. It provides a video link. The participants can promote without having to pay for the space. Similar facilities have been set up at Los Angeles and New York. Periscope of Twitter enables real-time access and greater interactivity between fans and celebritiesn

Initially, the tool will help provide tech support and interesting backgrounds. Later, Facebook intends to use recorded and live video to deepen the engagement.

Currently, Facebook has no plan to monetize the property. There are experiments to allow ad breaks during a live video. These features could be considered later.

In digital world, just the creation and distribution are not the only aspects of content marketing. There are factors such as authenticity, relevance and value. Brand markets itself, but consumers find more value in user opinions.

Fans can share these videos, talk about them and generate sizeable amount of media mentions.

User-generated content is a boon to marketers. It is genuine. There is engagement with real people and there are non-staged scenes.