Domain uses Facebook Live video to broadcast property auctions
Fairfax Media’s real estate arm Domain is set to use Facebook Live to broadcast key auctions allowing its audience a glimpse into what’s happening in the property world.
Domain first experimented with Facebook Live earlier this month with an auction in South Melbourne which drew a physical crowd of around 100 people but reached, via Facebook Live, almost 300,0000 Facebook users.
The launch of live auctions on Domain’s social channels comes after rival REA Group teamed up with Sky News to broadcast auctions and open houses every Saturday from 9am to 2pm.
Melina Cruickshank, chief editorial and marketing officer at Domain, said in a statement: “The demand for Domain’s unique property journalism via social media is accelerating. Audiences are engaging with our breaking news, data analysis, market insights and financial commentary like never before.
“Many of us admit we’ve stopped by an auction at some point to see what happens. Domain’s Live Auctions give everyone a front row glimpse into what’s happening in the property world. It taps into the natural inquisitiveness Australians have with property.
“Domain Live Auctions offers another way for Domain to engage with our audience in authentic ways. By leveraging Facebook Live and combining digital, social and editorial, it’s resulted in staggering engagement. This shows just how much of an appetite there is for interactive journalism, not just in Australia but around the world.
“We’re happy to be the first in the world to live-stream auctions to our audience.”
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With so many auction results going unreported it will be interested to see how bidders respond. A lot of people value privacy, particularly those in the public eye. If I was interested but not overly keen on a property being broadcast I wouldn’t bid. If I was really interested I’d get someone to bid for me. I wonder if they will announce that the auction is being broadcast as a courtesy.
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