Video on Facebook has been big for a long time - with the organic reach of a video being 135% higher than a regular photo post. When you’re competing with hundreds of other company’s for your consumer’s time - this is a big deal. Facebook stepped up the game another level in April, introducing Facebook Live. The idea here is similar to Periscope - you broadcast video and audio live and all your followers are alerted to tune in and interact with your stream.
Like many Facebook features, marketers quickly found a way to use this tool to interact with consumers,, increasing engagement and company goals. Here are five tips to help you get started with Facebook Live:
1. Develop a good premises
With something unfamiliar like Facebook Live, it might feel tempting to just “test it out” and see what happens. But your livestream is going to more successful with a strong premise to get people to tune in. You could host a Q&A with someone in your company who has a strong public premise, conduct a giveaway, or unveil a new product or design. The key is to pick something you know your target market will care about.
2. Market it in advance
There are some occasions where a spontaneous broadcast might work well - such as a big breaking announcement or an event you’ve already been promoting. But it’s more likely going to be in your best interest to announce the livestream beforehand, emphasizing why people should show up and give up their valuable time. Be sure to reach out to your other social networks and contact channels. Some people might not be connected to you on Facebook yet, and the livestream could be a good excuse for them to get to know you and see future messaging.
Facebook Live is a form of conversation. You may be the only one on video, but your viewers can talk back through comments and reactions on the feed. Make sure to introduce yourself and your company, in case someone stumbles upon your feed who didn’t hear about it beforehand or isn't familiar with your company’s mission. Don’t treat this like a sales pitch- keep it laid back and conversational so that you can form a relationship with your consumer.
4. Make it a team effort:
While it is completely feasible to broadcast by yourself, when using a phone it can be difficult to see the comments on the small screen while trying to focus on your broadcast. This is especially prevalent if your livestream gets a lot of traction or if you need to be answering questions but are having trouble keeping up with them. This is where it can be helpful to have a colleague logged into the stream from another device who can help you feed you questions to answer and keep up with responses.
5. Be safe:
It’s worth noting to be careful when streaming live video, since you can’t edit it if you make a mistake. Be sure you have the permission of everyone involved, especially if at an event with multiple parties involved. Events with music may have rules about how they are recorded. Make sure no identifying information is given away that you do not want out there about a client or coworker.
With the success of Facebook video through the years, Facebook Live makes sense. On a platform that is all about interaction, a livestream can help you connect with your consumers in a whole new way and opens up a plethora of marketing possibilities. Like any new feature, you may have to try it a few times before you find the right time and content for your target market. But don’t let that overwhelm you - take advantage of this opportunity and try your own Facebook Live stream!
Written By Guest Author: Amy Williams
Amy Williams is a free-lance journalist based in Southern California and mother of two. As a parent, she enjoys spreading the word on positive parenting techniques in the digital age and raising awareness on issues like cyberbullying and online safety.