Learn How Facebook LIVE Builds Three Times the Engagement
What better way to display your brand’s human side to your customers than to show the people behind the business or company?
You can now do that free, easier and more effective with the use of Facebook LIVE. So you have no excuse to not have it apart of your marketing plan.
Facebook LIVE Videos experience three times the engagement of typical videos shared on social media, with millions of users tuning in around the world.
If we look at the figures, Facebook LIVE currently generates more than 3,000 years of watch time every day. The question becomes how do you take advantage of that engagement for your brand?
Here are 13 Facebook LIVE Strategies to use so you can share value and build engagement:
1. Tell Followers when you’re Broadcasting ahead of Time.
It’s important to remember LIVE Videos are more like an event than a blog post.
In other words, you need to generate interest before the experience if you want to get that all-important viewership. The good news is Facebook lets you target certain events and groups with your promotions. This is perfect for a more focused advertising campaign.
We’ve found one day’s notice gives people the right amount of time to tune in. Time It Just Right
Timing can be everything when it comes to making an impression on your audience. Make sure you think carefully about your target audience. Use Sprout Social’s Facebook reports or Facebook Insight in Business Manager, to learn more about when your customers interact with you the most.
During a live-streaming event, the last thing you want is to schedule your video to appear when everyone in your target audience is at work or asleep.
2. Go LIVE when you have a strong Connection.
Check to make sure that you have a strong signal before going LIVE.
WiFi tends to work best, but if you can’t find a nearby network, you’ll want a 4G connection. If you have weak signal, the ‘Go LIVE’ button will be grayed out.
3. To use Facebook LIVE Map
Find other Facebook LIVE users and check out their content to get ideas on what’s really engaging. It’s also value to see where your audiences are coming from.
4. Make Formatting Decisions
While you’re prepping for your big debut, make sure you take the time to think about how you’ll shoot your video and when you’ll stream it. For instance, you can choose between broadcasting horizontally or vertically–depending on what gives you the best view.
Try a little of both options in a test run to see how you look for your audience.
Sometimes vertical shooting can make you seem too close to the camera, which might not be ideal for an interview-based video. On the other hand, if you want to have an intimate behind-the-scenes chat with your audience, that could be exactly the vibe you want.
5. Write a Catchy Description before going LIVE.
A great description will capture people’s attention and help them understand what your broadcast is about.
When writing up a description of your livestream make sure it includes these 4 Elements:
(1) Has to have a Benefit or end Result
(2) Has to have a Hook
(3) Straight forward to the Point (Normally 200-300 words)
(4) Incentive – eg Click link to get a Bonus
6. Offer Context Constantly
You might naturally assume it’s a good idea to introduce yourself and any other speakers in the beginning of your video broadcast. After all, just like a blog post, your initial aim is to convince people to stick around.
However, Facebook Live allows visitors to join the stream at any moment. So as more people come in, you may want to use lines such as:
“Hey, if you’re just joining us, welcome to our broadcast. We’re currently talking about [topic] and we’ve just covered [previous topic].”
7. Make Sure You’re Likable
One of the most important Facebook Live tips to remember is this is your chance to really connect with your audience. In other words, you’re not trying to market yourself obnoxiously or sell a product.
You’re trying to build relationships that lead to longer-lasting impressions. When you’re ready to broadcast, make sure you’re relaxed, smiling and feeling confident.
Of course, keep in mind that it can be useful to draw attention to your products or services from time to time, as long as you do it subtly.
8. Ask Viewers to Subscribe to LIVE Notifications.
Remind your audience that they can tap on the Follow button on LIVE Videos and past Facebook LIVE Videos so that they can get notifications the next time you go LIVE.
9. How to Answer Comments.
Answer the audience’s questions when you are Livestreaming. The live comments and reactions are part of what makes the experience so engaging to customers. It feels more like a two-way conversation when you’re responding directly to their questions in person.
That’s why Facebook Live drives comments at 10 times the rate of non-live videos.
Also when answering comments do so through a mixture of text, vlogs or by doing another Facebook LIVE. Don’t forget to mention the commentors name when doing so – your audience will be thrilled to hear you mention their name.
10. Have a Longer Broadcast Duration
The longer you broadcast, the more likely people are to discover and share your video with their friends on Facebook.
We recommend that you go LIVE for at least 10 minutes although you can stay LIVE for up to 4 hours at a time. We personality think anything after 1 1/2 hours is too long.
11. Signal the End of the Broadcast with a Closing Phrase
Be sure to finish with a closing phrase, like “Thanks for watching!” or “I’ll be going LIVE again soon.” After you’ve wrapped up, wait a few seconds until you hear the “ping” indicating your broadcast is complete.
12. Go LIVE Often and be Creative
Go LIVE frequently and try different types of broadcasts- to keep your audience engaged. Do a video post instead of a written one every so often to share value quickly. Don’t be afraid to cross-promote across your blog, email campaigns and additional social networks too
Here are some examples of the different Facebook LIVE’s:
- Hot Topics – share what’s on your mind or in the news.
- Q&A – Answer questions from fans to build discussions along with your audience. As its the core of Facebook LIVE’s.
- Breaking News – Comment on the day’s events. Share exciting moments to build engagement with your followers celebrate reaching business milestones.
- LIVE Interviews – Bring a friend into your LIVE broadcast as it happens
- Performance – Provide a peek into your craft
- Behind the Scenes – Turn the camera to the scenery around you and let events unfold
- Watch Event – Watch your favorite show/movie/event/LIVE stream with your audience
- Reviews – About your product or services or ones that tie in with your business to be seen as an expert.
- Demo – Teach people how to do something
13. Analyze Your Results
Finally, as with anything in the world of marketing, you should always learn from what you accomplish. Facebook has several metrics that you can measure with your live videos – check out insights in business manager.
For example, you can check out how many people you’ve reached, how many unique viewers you have and so on.
LIVE It up With Facebook LIVE
It’s hard to argue with the potential of live streaming in a world where customers constantly crave stronger, more human connections with their favorite brands.
Facebook Live broadcast makes it inherently compelling to users who check out social media for the latest updates and trends. We’ve even seen other social media platforms begin to adopt the same solution to take advantage of the growing popularity of live streaming.
Want to know more about making FACEBOOK LIVE work for you?
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Nicky and Dave
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