Time can also boost Facebook Live posts, something that wasn’t possible before with Live.
But it does most of the promotion organically. Before the live stream with La Mer, Time Inc. created posts to tease the live event. After, it created short clips to sustain the attention. As Time Inc. continues to do more Facebook Live posts, it’s learning more about the “cadence of pre-promotion, live stream and post-promotion, and the timing between them,” Kaplan said.
The La Mer campaign focused on branding goals, and Kaplan said the format is “fantastic for familiarity and association.” Over time, he sees brands using it for a broader array of marketing goals. “I would love to see us get to a place where we are using it for direct response and it’s a transactional solution.”
Time Inc. expects continued support from Facebook as it brings on more advertising partners to its Social Now ad product. “They want to create the best experience for the user, and if it comes from high-quality publications like us, they are going to encourage that,” Kaplan said.