Fake news on Facebook. Trump’s Twitter tantrums. Snapchat Spectacles. Social media delivered plenty of surprises in 2016. For digital advertisers and marketers who’ve been paying attention, however, the biggest social media trend expected in 2017 shouldn’t be surprising at all: live video.

Livestreamed video took off on social in 2016, and many believe 2017 will be the year it explodes. Prerecorded video will still have its place, of course, but brands will increasingly use real-time video to engage target audiences during the coming months.

Live video will be hot in 2017 because it lets brands engage with audiences in a way that’s immediate, unscripted, unedited and more authentic than “canned” content, according to marketers who spoke with CIO.com.

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What marketing pros need to know about live video in 2017