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We Discussed Facebook Live with the Executive Who Runs It

We Discussed Facebook Live with the Executive Who Runs It

When Fidji Simo’s six month old daughter tried solid foods for the first time, her grandparents were able to watch the expression on the infant’s face when she tried pureed butternut squash for the first time. But this moment didn’t take place in person, but rather Simo broadcasted it on her iPhone through Facebook’s live streaming service, Facebook Live.

Simo, who leads the product teams in charge of video and advertising in Facebook’s news feed, actually created Facebook Live.

The social networking giant and its CEO and founder Mark Zuckerberg views video as a key pillar to the social networking giant’s quest to gain its next billion users. At last count, 500 million people watch 100 million hours of video on Facebook every day. The next frontier for this growth is Facebook Live, which allows anyone to broadcast their experiences via the network. Facebook hasn’t released any figures on Live but says it is growing fast. But Facebook Live is also playing catch up to Google’s YouTube and Twitter’s rival service Periscope, which both launched ahead of Live.

“Live is going to be the next big battleground for social media, including Facebook, Twitter and Snapchat,” said James Cakmak, an analyst with Monness, Crespi, Hardt & Co. “Periscope has a first mover advantage but if Facebook makes Live a priority such as boosting Live content in the newsfeed, that could change.”

But Live has already gained loyalty among some live streamers, potentially eroding some rival marketshare. Discovery Channel snake expert Brian Barczyk now does weekly Live chats with his fans about his expertise, answering questions and showing off the reptiles he works with. In just a few minutes of one of his first Live videos, Barczyk saw 8,000 comments and questions from fans.

“It was shocking,” he said of the engagement. “Live works for interacting with people. It’s one thing to Tweet back but when you can actually see someone people are actually interacting much more.”

Simo sat down with Fortune to share how Facebook is building its next big thing:

Where did the idea for Facebook Live come from?

We received requests from celebrities for new ways to engage their communities. A lot of them were trying to do Q&As on their own; live video seemed like the right format to do that. We launched it for public figures in August, then opened it up to media companies. Once we had data showing that people were actually watching these videos, we rolled it out more broadly.

How has the response been?

Celebrities posting live videos would see their engagement and commenting go through the roof. People spend three times more time watching videos when they are actually live. But a much better measure of success was every individual on my team saying that they had amazing experiences using it or watching live videos of musicians, politicians, or celebrities. We haven’t been this excited about something in a long time.

How are people using Live?

Chef Mario Batali is using it to ask viewers to submit their four favorite ingredients in comments, and he creates custom recipes for them on the fly. Sara Seager, an astrophysicist and planetary scientist, is going live from Discovery’s page to answer questions about the solar system.

What’s behind its growth?

The size of Facebook’s audience is a big factor in Live’s growth. Media companies and public figures want to go where the audience is. There’s also the social connection. When you are viewing a broadcast, you can see who of your friends is watching.

What kind of technology issues have you faced?

Live video is a very big technical challenge, and it takes a lot of infrastructure. We still have a long way to go. And there are some things, like poor Internet connections, that are out of our control.

There’s a lot of competition in the space already with Twitter’s Periscope and others. How can Live differentiate itself and continue to grow amid competitive service?

Facebook is where the audience is. It’s also where your friends are. Media companies and public figures want to go where the audience is. You may want to go where your friends are. Having a large network like Facebook is really critical to growing Live video.

Will you monetize Live?

It’s still very early. We want to build a sustainable ecosystem before making any decisions. It’s not out of the question. 

A version of this article appears in the April 1, 2016 issue of Fortune with the headline “Fidji Simo.”