Branded content series take form on Facebook Live

Football site Goal is exploring longer TV-quality shows specifically for Facebook Live, which can be monetized via branded-content segments.The Perform Media-owned sports publisher rolled out a weekly Facebook Live football show called “Studs Up,” last Thursday, targeted at young football fans and featuring its first sponsored segment in a Live show. The concept was co-created with Unilever brand Sure. The show features a series of one-to-two-minute segments, interspersed with live reaction and discussion from the show’s main presenters. Being streamed through Facebook Live means realtime engagement from fans.For brands, this is just as important as ‘big impressions scores’, with Live allowing community managers to monitor whether the people who are engaging are ones the brand wants to target, as well as whether there are links to sales.