Property marketplace Domain has live streamed property auctions via Facebook to nearly half a million people. Domain first experimented in early May with an auction on Moray Street, South Melbourne. The auction drew a physical crowd of around 100 people, but with Domain’s Live Auction stream the bidding activity reached almost 300,000 Facebook users.
Leveraging the new Facebook Live feature, which is a fun, powerful way for brands to connect with their followers. Domain is the first property marketplace in the world to broadcast auctions via Facebook Live.
Due to the unprecedented levels of engagement and popular feedback, Domain delivered its audiences a second auction this week in Collingwood, which was viewed almost 24,000 times, attracting more than 3,300 comments.
Melina Cruickshank, chief editorial and marketing officer at Domain, commented: “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.”
Domain now has plans to make this a regular edition, broadcasting key auctions via Facebook Live.