While companies pay Facebook (FB) - Get Report billions of dollars for advertising, Facebook has decided it's going to start paying some of them -- but not to advertise. 

The social media juggernaut is paying several media companies to use its new live-streaming video service. It's not just media companies either but celebrities. It includes outlets including the New York Times, BuzzFeed and the Huffington Post, according to Re/Code

For once, it seems Twitter (TWTR) - Get Report  beat Facebook on something when it acquired Periscope, a social platform for live streaming from its users. However, given Facebook's enormous user base, it's more likely Facebook will top Twitter when it comes to the metrics used in live streaming. 

Perhaps if it boosts the adoption rate for live video, it will be a good thing for Twitter, too. Time will tell. In the meantime, Facebook is adjusting its timeline algorithm so live videos are posted at the top of users' feeds. No sense in having a live feed at the bottom of a timeline where no one will see it or will see it late. 

Facebook is making its notifications geared more towards live video as well. It wants users to know when one of their friends are broadcasting a live feed. It's also adding filters to live streaming, to make for a more connected experience among users and the broadcaster. 

All of this is going into an effort to make sure live video does great, not just okay. For now, there will be no advertisements, but that could change in the future. 

TST Recommends

Shares of Facebook closed at $113.71 Wednesday, up 1.3%. 

When you order something from Amazon (AMZN) - Get Report , you expect to see the Amazon Prime box or the Amazon-branded tape. 

Well, another e-commerce titan wants to get in on the mix. eBay (EBAY) - Get Report has announced that it will start producing eBay-branded tape, boxes and envelopes.

The products are intended for use by its sellers, although the new merchandise isn't required. The shipping supplies start at $15.54 per 25 boxes, while padded envelopes start at $20.44 for a pack of 100.

From the company's site: "We're not only excited to introduce eBay branded shipping supplies to our customers, but to do so in a cost-effective, eco-friendly and convenient manner that satisfies the needs of our sellers."

While it's unclear whether this will help grow eBay's Marketplace business, it doesn't seem like it can hurt. Maybe it will remind mail recipients that there are other places to shop online besides the mighty Amazon. 

Shares of eBay closed at $25.43 Wednesday, up 4.3%.

This article is commentary by an independent contributor. At the time of publication, the author held no positions in the stocks mentioned.