A domain previously held by Twitter’s real-time chats and Reddit AMA’s, Facebook is utilising marketing platform BumeBox to enable brands to host celebrity chats. Already onboard to test are VH1, Discovery Channel and Sony Masterworks among others.

To promote America’s Got Talent’s Jackie Evancho’s new album, Sony Masterworks ran a Facebook campaign with a Q&A that generated 734 percent more engagement than anything else Jackie had done on the platform.

The caveat to running a campaign like this is the cost to run, which is ever-increasing as Facebook’s reach continues to slide and reaching fans to create this engagement will most likely require it be paid.