Why do social media platforms reward live video content with more organic reach?

Social media platforms are in fierce competition for user attention. They measure success by time spent on their platform and user engagement—likes, comments, shares. Live video accomplishes both: it keeps viewers on the platform for 15 minutes to an hour instead of quick scrolling, and generates high engagement through real-time interaction. The platforms’ goals align with yours when you go live. Years ago, platforms gave free organic reach because they needed your content to build their user base. Once they reached critical mass, that free reach largely disappeared. However, live video currently represents a second wave of platform-user alignment. While not as generous as the early days, platforms still reward live video with significantly better organic reach because it serves their competitive needs.

---

Asked by general audience · Answered by Patrick Shanahan · art-marketing-podcast · 2020-08-06