Brands Start Hosting Real-Time Video Chats on Facebook

Social platform BumeBox started hosting live Facebook chats for brands like VH1 and Discovery Channel back in October, as an alternative to the Twitter Q&As that brands typically organize. For example, Sony Masterworks set up a real-time chat on Facebook to promote a new album from artist Jackie Evancho last fall.

Now, MTV and iHeartRadio are plugging video into those virtual meet and greets.

It's all part of Facebook's plan to turn the site into a video platform for brands, publishers and creators. Clips are uploaded straight to Facebook through BumeBox's platform with a branded logo at the top of the screen, similar to what Periscope streams look like.

The social videos aren't technically streamed since they are uploaded, but the idea is to crank out responses through clips quickly, similar to how brands use Periscope and Meerkat to answer questions in real time.

Unlike Meerkat or Periscope, though, the videos are saved and posted to brands' pages, which Chris Williams, iHeartRadio's chief product officer, said is a major differentiator.