Last April, Mark Zuckerberg announced the launch of his company’s newest feature: Facebook Live Video. Described by Zuckerberg as ” having a TV camera in your pocket,” Facebook Live catalyzed a shift in how brands and users communicate to their respected audiences.

Since April, live aspects of social media platforms have taken over. Social media live video had a groundbreaking year in 2016, replacing many aspects of traditional media. This past fall, viewers tuned in to watch NFL game on Twitter and watch history unfold on Facebook as the 2016 presidential debates took place.

As live video continues to establish itself as a staple in the transmission of news, it also presents a great opportunity for brands. The most notable takeaway for brands is to utilize live to promote a sense of authentic and build credibility amongst consumers. According to a study conducted by Dallas-based Richard Group, 80 percent of consumers authentic content is the most influential factor in their decision to become a follower of a brand.

Some noteworthy examples of brands utilizing the live aspect are The Tonight Show who used Facebook live to show behind-the-scenes footage of the show, Target who used Facebook live to give fans a glimpse into design partnerships, and Marc Jacobs who used Instagram live to preview their 2016 line.

It is important that as both consumers and social strategists, we continue to stay informed with the latest trends.