Facebook live streaming is becoming extremely popular these days, thanks to the rising audience interest in seeing content that provides them with a casual, human connection with the faces behind the brands they follow. The videos shared on Facebook live have three times more engagement as compared to other traditional videos shared on social media. Going by statistics, Facebook Live produces more than 3,000 years of watch time every day. Let’s talk about how we can use this live feature in a way that benefits our brand.
1. Source content from your community
Your audience decides what they want and asking them about what they want to hear is the best way for you to offer high-value content to them. The best way of getting people excited about a subject is by letting them pick the subject. Run surveys, specifically ask people what they want to see, or create patterns based on their comments. This way you will be sure that the next content you generate, your viewers will be more than willing to watch it.
2. Promote the content before you broadcast
It is necessary to note that live videos are more like an event than a blog post. In other words, if you want to get the all-important viewership, you need to build excitement prior to the experience. The good news is that Facebook allows your promotions to target specific events and groups. For a more focused advertisement campaign, this is perfect. The best way to do it is by creating an event. This way, you can send something to people that will also act as a reminder for the day of the event. Ultimately, you may want to push the upcoming announcement on your Facebook page as much as possible. Don’t just tell your viewers constantly that you’re going to stream it. Every time you want to remind your audience about the event, share a new fact about it. For example, highlight a tip you will share, or what kind of material you will cover. It should be valuable to your viewers and also includes a picture to ignite extra visual interest.
3. Prepare before you live stream
Although Facebook Live is a more relaxed and natural experience than a regular TV ad or production on YouTube, that doesn’t mean you shouldn’t prepare ahead. Your actions reflect your brand on Live, so you can’t afford to give a bad impression. Live users watch videos three times longer than their counterparts, so this is particularly true. Take some time to plan before broadcasting your video. Just for testing things, you can start with a private broadcast and use that to test your lighting, sound, and other surrounding elements. To prevent the “shaky cam” experience, make sure you invest in a tripod. Try to eliminate any unnecessary noise and ambiance in the background, whether indoors or outdoors. A powerful broadband connection can also go a long way when it comes to Facebook Live preparation.
4. Always mention the context
Naturally, at the beginning of your video broadcast, you will assume it’s a good idea to introduce yourself and any other speakers. After all, the initial goal is to encourage people to hang around, much like a blog post. Facebook Live, however, permits visitors to access the stream at any moment. So, when more individuals come in, think of ways to let your viewers know what’s going on. You may want to use, for example, lines such as: Hey, if all you do is join us, welcome to our broadcast. We’re talking about [name of the current topic] at the moment and we just discussed [topic which has been discussed]. You can also spend some time setting up the agenda and creating an expectation of what they can expect. They’re more likely to hang around when people know what’s next because they get curious about what’s going to follow.
5. Respond to live comments
One of the features that make this experience so interesting for the audience is live comment and reaction. The live feedback and reactions are part of what makes consumers so interested in the experience. When you respond directly to their questions in person, it feels more like a two-way conversation. That is why Facebook Live drives comments 10 times faster than traditional videos. One of the best ways to improve online interaction is to answer live comments. This encourages more individuals as you go along to express their views and thoughts. If you’re worried that you may have too many comments in one stream to respond to, you can always get some support from someone off-camera to guide your way to the most significant comments.
6. Build relationships
One of the most important tips to remember about Facebook Live is that this is your chance to communicate with your audience. In other words, you are not trying to obnoxiously advertise yourself or to sell a commodity. You are trying to create connections that lead to memories that are long-lasting. Be sure to be calm, smiling, and feeling secure when you’re about to broadcast. Of course, bear in mind that from time to time, as long as you do it subtly, it can be helpful to attract attention to your goods or services. You can always refer to your services in the content or can include a call to action at the end of the live broadcast.
7. Analyze your data for results
Facebook provides you with many metrics, using which you can find how successful your broadcast was. You can find out how many individuals you have reached, how many unique viewers you have, and so on. The more you learn from your social media analytics about your audience habits, the more likely you are to create and stream better videos in the future. You can also go through your findings and figure out how many people watched your video at a particular time. This is a perfect way to figure out which moments have had the greatest influence on your audience.