Fastighetsbyrån shows properties via Facebook Live. Photo: PressFastighetsbyrån shows properties via Facebook Live. Photo: Press

How Facebook Live, Periscope are changing the Swedish media, real estate industry

Publicerad: 27 April 2016, kl. 9:49

A Swedish real estate agency is giving people the chance to attend a viewing—via Facebook.

Adam Jönsson

Fastighetsbyrån will use Facebook Live to stream a viewing of a property in Marbella, Spain on Sunday May 1, the real estate agency announces in a press release Wednesday.

A few months ago, the real estate agency used the Twitter-owned platform Periscope to live stream a viewing of a listing in a Swedish ski resort. The live stream peaked at around 1,300 viewers. Now, Fastighetsbyrån wants to expand its digital experiment by brining it to Facebook Live.

‘‘Live streams are a good way of giving interested parties a good and unedited picture of a property, especially if they are living somewhere else and can’t attend a physical viewing. With Facebook Live, we’re lowering the threshold to be able to watch,’’ says Johan Vesterberg, communications director at Fastighetsbyrån, in the pressrelease.

The May 1 viewing will be streamed in three different languages—Swedish, Spanish and English—at three different times during the same day.

Fastighetsbyrån’s digital experiment can also be applied to the news media.

New live streaming capabilities, such as Facebook Live and Periscope, have the potential to change the TV industry, according to Expressen’s editor-in-chief Thomas Mattsson.

‘‘Today, YouTube is the biggest TV actor in Sweden, bigger than Television of Sweden and TV4, but my guess is that Facebook will become number one,’’ Mattsson writes in an April blog post and continues his argument from a journalistic standpoint. ‘‘When all journalism becomes more available on Facebook, when the posts are being prioritized and segmented in about the same way that established publicists have done for a few hundred years, Facebook is probably going to become an even more relevant news outlet to many [people].’’

Facebook-competitor Twitter recently announced it had secured the global rights to live stream the American football league NFL.

The company is also trying to grow in Sweden. A big part of that is by expanding its collaboration with publicists when it comes to live video, Rowan Barnett, senior director, market development & media at Twitter, said during a seminar at the media conference Meg in Gothenburg in early April attended by this Smashdig reporter.

However, Twitter is battling slow growth. The social media platform reached 310 million active users on average during the first quarter of 2016 compared to 305 million during the previous quarter, according to fresh numbers.

Swedish speaker? You can listen to an interview with social media expert Emanuel Karlsten about the future of Twitter in the second episode of Smashdig’s podcast embedded in this post.

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