While it might get hard in terms of organic reach for businesses on Facebook, the live stream feature has proved to be the best option for businesses to reach an audience even beyond its circles. When Facebook rolled out the live stream feature in 2016, it tweaked its algorithm to rank live videos higher than other formats.
As a result, according to Facebook, live videos have a 3X higher engagement than videos that aren’t and have 5X more engagement than image posts. To drive their organic reach, businesses have inculcated the live stream feature into their marketing strategy and it has proved effective.