As the world tuned in to social media livestreams of the presidential debates and Election Day coverage, it’s amazing to think about how accessible and interactive the medium has become. The New York Times, who has been an early adopter of livestreaming and virtual reality journalism, set up at a voting center in Jackson Heights, New York on Tuesday and asked viewers on Facebook to ask questions for those standing in line.

Comments poured in from not only across America as voters waited anxiously for results, but from other countries, too to discuss issues like immigration and universal health care. The ability for viewers to become a part of the news as it unfolded made this stream a success, garnering over half million views and nearly six thousands comments. While live, on-the-street journalism is far from new, the ability for viewers to direct the course of programming in real-time certainly is.

For brands venturing into the world of livestream, many find success not in production value but interactivity and entertainment. Seventy-two percent of Americans now own smart phones, making it possible for 72 percent of America to create, watch or participate in a livestream at any given time.

Tapping into the spontaneity of the moment and inviting viewers to become a part of said moment is helping brands find success by placing control into its audience’s hands.

Initial data from Facebook revealed that people comment 10 times more on Facebook Live videos than on regular videos.

With the advent of Facebook Live, major restaurant chains including McDonald’s, Burger King and Popeye’s have hosted low-budget, but highly interactive livestreams that encouraged audience participation through games, trivia and giveaways. Recently, Carl’s Jr. literally acted out commercials during a live Twitch stream hosted by Vice for their new gaming-dedicated site Waypoint. The ability for the audience to participate and interact with the restaurant’s star mascot made viewers feel engaged and delighted to be a part of the action.

Unlike static video, livestreams capitalize on the “fear of missing out” phenomenon and excitement of seeing it first or “being there.” Monetary investment involves little more than a camera and internet connection, allowing brands to tell stories in an engaging way.