Since Facebook began rolling out live video streaming last year, brands have been quick to recognise the feature’s powerful potential.

And now, with Facebook’s latest updates, marketers have even more great possibilities to play with—and more metrics to evaluate how their content is performing.

Go Live in Groups

Thanks to the Facebook’s latest tweaks, you can now broadcast videos specifically limited to Groups. While regular users will love the ability to go live just to their family or other invite-only groups, marketers will be thrilled at the ability to broadcast live video content with pinpoint targeting.

Go Live in Events

You can now also choose to stream live video specifically to people invited to an Event. That means marketers can create content just for people who have RSVP-ed – think backstage sneak peaks and exclusive Q&As.

New Metrics for Live Video

In addition to previously available metrics, Facebook has unveiled two new insights for tracking live video performance.

Live Broadcast Audience tells you the total number of unique people who watched the video while it was live. 

Viewers During Live Broadcast is a visual representation of the number of viewers during each moment of live broadcast.

You can find the new metrics in your Page Insights and Video Library. Facebook also says to expect addition to the API and export “soon”.