For introverts, this may be the news you dread, but Facebook Live can no longer be ignored. This live video feature provides great opportunities for B2B or B2C companies that want to reach more customers online. How does it work and especially how do you succeed on Facebook Live to set up an effective marketing strategy?
What is Facebook Live?
Facebook Live is a feature on Facebook that allows you to broadcast live video on your page and interact with your followers in real time. Launched in 2016, at the time, it aimed to compete with Periscope and YouTube as well as other platforms where users could go to watch live videos.
Since its debut in 2016, live video has gone viral. 82% of people prefer live video over reading social messages. It helps to form a more reliable and valuable connection with the public. It’s no secret that live broadcasting has grown in strength. Total watch hours on major streaming platforms have already increased by 99% between 2019 and 2020. On Facebook in particular, one in five Facebook videos is streamed. (Source: Hubspot)
Since then, the social network has made great strides in developing its marketing strategy with Facebook, constantly rolling out new features to help you spread your message further.
It’s so easy! You can stream videos from a mobile device or computer (you will need to check your business page on the computer). In cases:
- Click the Live / Go Live icon (depending on the device you are using)
- Give your content a compelling title. You are ready to go live and broadcast to your subscribers.
During the live broadcast, you will be able to see how many people are watching the video, read comments when they are posted, and see reaction icons.
Once finished, the video is saved to your timeline and is available to watch like any other video. It has ongoing value both in the Facebook environment and on other social media: those who missed out on the live stream can catch up later and you can tweet it or embed it on your blog to increase its visibility.
Live broadcasting does not require any special equipment, microphones, expensive cameras, or even a professional-looking studio. It is accessible to almost anyone with a Facebook account and a smartphone. There are, of course, many factors that you will need to take into account when it comes to using Facebook Live for your business.
Plan your Facebook Live
As with any other event, you need to plan an editorial calendar and know in advance what you are going to talk about. To do this, ask yourself the right questions:
- What is the purpose of this event?
- What is your call to action after the video?
You’ll need to write basic text, such as creating a call frame, to know exactly what you’re going to say.
Create an editorial calendar
Facebook live videos definitely require less planning and editing than YouTube videos, but that doesn’t mean you should neglect the planning aspect altogether. If possible, set a regular schedule so your followers know when to expect a video. Also pre-advertise to increase engagement on Facebook. Talking live video days before it airs gives you a chance to spark interest rather than just go live and hope people show up.
How can you spread the news about the live broadcast?
- Create a Facebook event to stream;
- Advertise on everyone social networks (not only on Facebook!);
- use a Messenger bot;
- Engage users with surveys and other interactive features.
Put your brand
The key to successful live video on Facebook is the ability to briefly break down your brand. Your video strategy should include weekly live broadcasts on your Facebook page to boost your branding and knowledge factor, likes and trust with your audience.
Even when you’re not selling something, when done this way, live video helps emphasize your personality in your personal brand.
This means that you need to be true to your industry, your audience, and your company’s brand identity if you want to be successful on Facebook Live. Authenticity is one of the keys to getting there. Several studies agree that up to 80% of people say that authenticity is the primary factor when deciding to follow a brand. People will be watching your Facebook Live because they love seeing your brand to the world. Don’t deviate from this goal and risk losing viewers.
Interact with fans and mention them by name
Comment count on your video is another way Facebook gives it a higher relevance score, making it more likely to appear in your followers’ news feed. So encourage viewers to comment on the video and interact with the people who comment by answering their questions and calling them by name. Not only will this get more people to comment, but it’s also a fun way to engage viewers in the live experience. It’s also a good trick to keep them longer.
Encourage them to like and share the video
Remember, Facebook’s algorithm ranks a post based on how many people like and share it. The more people like and share your live video on Facebook, the more it will appear in your followers’ news feeds.
But when watching a video, they can get quite distracted and forget to like and share this type of content via text or image. In this case, in addition to answering their questions, talking to them by name, encouraging them to like and share the video.
When it comes to the live video content itself, stick to the topic and think about organizing it well. Simple and nuanced content will help keep your audience’s attention throughout the video.
And don’t think you have to sit in front of the camera all the time. Some little interruptions like sharing your screen or embedding slides in your live video can be a great way to help your audience watch the live broadcast for longer.
So content marketing is not just focused on blog articles, or even simple social media posts. Video, especially Facebook Live video, is also an effective digital marketing content. Facebook Live videos can lead to great engagement and increase awareness of your business.