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.

Many brands have already carved out a chunk of the social network’s massive user ship. Now they can easily share Facebook Live videos with fans, friends, and followers without having to build a new audience from the ground up.

Facebook is also sweetening the pot with helpful capabilities such as live events, two-person broadcasts, comment feeds, and filters. And they might launch mid-roll ads soon, which could give brand an alternative revenue source.

Given these benefits, many businesses – from auto manufacturers to makeup companies – are using Facebook Live to grow their audiences. Brands that are new to live streaming, however, might be wondering how to plan and launch a successful Facebook Live video.