Since it launched last August and became available to all users this January, Facebook Live has quickly become a game changer. Media companies like CNN, Viacom, the New York Times, and Buzz Feed have used Live to experiment with new video formats and expand their audiences. Facebook isn’t the first social platform to debut a live streaming feature. Periscope and Meerkat broke ground in early 2015; YouTube has supported live streams for years; and Amazon built a massive live gaming community through Twitch. Nevertheless, Facebook Live, in particular, holds a clear appeal for brands.