It's a big shift that's ultimately going to have huge implications for traditional advertising.

It's a move that has been years in the making.

And it's a play that's sending Facebook right for the jugular of Periscope.

Today, Facebook rolled out a dual-broadcast feature.

It means that two people can be part of the same live stream at the same time now.  Think of the potential here.  News-style interviews.  Debates.  Dual person tutorials.  

We've seen social media push more and more in the direction of "citizen journalism".  As a matter of fact, Facebook live has become quite the hot topic, with Facebook announcing it has plans underway to prevent abuse of the platform such as the live streaming of crime.  

The ability to broadcast live from multiple locations pits the platform against two competitors - Periscope and Blab.  

About six months ago, we hosted a live conversation with the CEO of Blab, who talked about the success of the platform in bringing people together across the world in a live, interactive way.  In our conversation at that point, we predicted a strong shift in the expansion of live streaming.  Turns out we were right.

It was just last August that Facebook rolled out live.  At that point, it was only available to verified journalists and public figures.  By December of 2015, it had expanded to everyone.  And as Facebook saw usage skyrocket, they went all in.

The media giant added a team of hundreds of engineers to work on incorporating everything from streaming reactions and video filters to live broadcast maps and targeted audiences.

It's not Facebook's first move to try and crush the competition.  Instagram (which is owned by Facebook) recently rolled out it's own version of "stories" to compete with Snapchat.  

What will the latest move mean for Facebook's competitors?  Innovation, if we've learned anything about the natural progression of social media.

What will Facebook's new dual streaming capabilities mean for YOUR competition?  It all depends on how YOU use it...

Kyle Reyes is President and CEO of The Silent Partner Marketing. He’s also an acclaimed keynote speaker on entrepreneurship, leadership, marketing and social media. You can find him on Facebook, LinkedIn and Snapchat @dasilentpartner.