In addition to the wider choice of reactions to a post, Facebook added live video feeds in 2016. Broadcasting a live video on Facebook is comparable to having a local news crew show up at your business. A live broadcast can be the perfect way to publicize a special event or sale.
Depending on your industry, you can also broadcast a training or something else that would be of interest to your target audience. By using live video for a webinar or training, your presenter can answer questions from the online community, further increasing engagement.