I vividly recall hurrying home from school to catch TRL. In case you missed it, TRL (Total Request Live) was a live MTV show broadcast from Times Square. The charismatic Carson Daly would reveal the nation’s top 10 music videos. I was captivated by how effortlessly composed Carson and his guests appeared on LIVE television!
This post isn’t about my enduring TRL fascination, but a new live video trend captivating marketers: Facebook Live. Live video is no longer exclusive to major networks; it’s embraced by small businesses too. With its growing popularity and effectiveness, this guide provides a comprehensive overview of using Facebook Live to expand your audience. Need assistance with your Facebook ads? Download our complimentary All-Star Playbook to Online Advertising
Understanding Facebook Live
Facebook Live is a feature on Facebook enabling you to stream live video content to your audience directly from your business page or personal profile. Launched in April 2016, Facebook Live, while still being explored by many, is proving fruitful for early adopters.
Your live video, once finished, remains accessible on your page or profile for those who missed the live event. It can appear in news feeds both during and after the broadcast. Visibility during live streaming is now enhanced as Facebook has updated their ranking algorithm to prioritize real-time broadcasts. Businesses utilizing Facebook Live on their pages can tailor and manage their audience post-broadcast. Followers and visitors might receive notifications when a page or individual initiates a live stream.
Leveraging Facebook Live: Why and How
The effectiveness of video marketing is well-known, but did you know Facebook Live videos generate 3X higher more engagement compared to archived videos? According to AdWeek, Facebook Live videos outperform regular photo posts by a factor of 5. Whether your goal is heightened brand awareness, lead generation, or enhanced customer engagement, Facebook Live is an invaluable tool. Here are five ways to integrate Facebook Live into your marketing strategy:
#1: Fostering Genuine Connections
Do you ever sense your audience perceives your brand as impersonal and corporate? Live video is an unparalleled method to bridge the gap and connect authentically. It’s akin to meeting your customers face-to-face, fostering trust and driving business growth.
#2: Real-Time Q&A
Engagement doesn’t need to be limited to sporadic check-ins on your Facebook page. Facebook Live enables real-time interaction, allowing you to address your audience’s queries when their interest is piqued. Recurring series are highly effective for this. Sephora exemplifies this with their “Scouted by Sephora” series, spotlighting lesser-known makeup products and providing instant answers to viewers’ questions.
Consistency in scheduling, engaging hosts, and dedicated comment monitoring for real-time responses are key to success.
#3: Extending Event Reach
Facebook Live is ideal for broadcasting events, allowing those who couldn’t attend in person to participate. Whether it’s a guest speaker at your office or your CEO presenting at a conference, live streaming extends your reach. A Sarasota-based marketing agency effectively promotes and streams their events. They utilized Facebook Live for Check out the post below, broadcasting a workshop by a HubSpot speaker on email marketing, making it accessible to those unable to attend physically.
#4: Delivering Industry Insights
Sharing industry trends in a non-salesy manner builds trust and positions you as a valuable resource. This organic approach fosters a loyal and engaged audience. Take social media management platform Hootsuite as a solid example as an example. Their #HootLive series delivers live social media updates.
Hootsuite’s approach demonstrates their commitment to keeping their audience informed while offering interactive engagement.
#5: Showcasing Company Culture
Facebook Live provides a unique platform to unveil the personality and values of your company. Office tours, employee interviews, or glimpses into company events humanize your brand. At Wistia, we’ve found that showcasing our culture is invaluable for attracting talent and fostering brand advocates. In the example below, how our social team is using Live Video offers a behind-the-scenes look at one of our video shoots. The comments speak volumes.
This resonated because it showcased our culture while being product-relevant, giving viewers an inside look at our process.
Getting Started with Facebook Live
Feeling inspired? Let’s translate inspiration into action. Creating your first live video is remarkably simple. All you need is a device with a decent camera and microphone. Here’s a 5-step guide:
Step #1: Locate the “Live Video” Button
On mobile or when going live from your personal profile, a “Live Video” button appears while creating a post.
When going live from a Facebook Page on desktop, you’ll find a “Live Video” box below the post composition area, as shown below.
Step #2: Craft a Compelling Description
Your video’s description and thumbnail are paramount. Without enticing copy, your live stream won’t gain traction. Ensure your copy is clear, actionable, informative, and infused with a touch of intrigue.
For additional headline writing tips, refer to our post: 9 Tips for Writing Great Headlines in 2017.
Step #3: Prepare and Go Live!
While formal attire isn’t mandatory, ensure you’re presentable and camera-ready. Authenticity is encouraged, as seen in my image below, working from my parents’ dining room (no, my hand isn’t that large in reality).
PRO TIP: For recurring series, maintain consistency in your setup. Utilize the same location, camera positioning, and consider an external microphone for enhanced audio quality.
Step #4: Conclude with “Finish”
Be mindful of the “finish” button (located at the page’s bottom) for a smooth conclusion.
Step #5: Post and Edit
Your video continues to be accessible after the live stream. Share it on your page and make any necessary edits to the description, thumbnail, or captions.
16 Best Practices for Facebook Live
Beyond the basics, like a reliable internet connection, these tips can maximize your Facebook Live success.
#1: Face the Light
Avoid the common mistake of facing away from a window, resulting in a poorly lit video. Face a window for natural light, enhancing your video’s clarity. Observe the difference below.
Back to a window
Facing a window PRO TIP: Remove glasses to minimize glare.
#2: Embrace Horizontal Filming
While vertical filming feels natural on mobile, horizontal orientation yields a more visually appealing video, especially on the news feed.
PRO TIP: Use the edit button on mobile to apply filters and enhance your video’s aesthetics.
#3: Practice Makes Perfect
Before going live, create practice videos restricted to your viewing. Access this by selecting “Only Me” in your privacy settings.
This allows you to become comfortable on camera and fine-tune your lighting and sound. The post below reminds me that I didn’t heed my own advice from tip #1.
#4: Infuse Personality
Leverage Facebook Live’s real-time nature to forge personal connections. Share relatable anecdotes (keeping it professional, of course). Plated provides a great example. In this Facebook Live plated video features Michelle, their Test Kitchen Manager, preparing a Father’s Day recipe with her dad.
This heartwarming scene resonates with viewers and showcases a relatable personal connection.
#5: Energy and Enthusiasm
Bring energy and a genuine smile to your videos. A monotone delivery can be off-putting. Project enthusiasm, be yourself, and coffee can’t hurt!
#6: Embrace Imperfections
Stumbles and minor mishaps are inevitable in live videos. Instead of getting flustered, embrace them. Laugh it off, showcasing your human side.
#7: Encourage Interaction
Engagement is key for visibility. Facebook’s algorithms favor content with likes, comments, and shares.
Avoid this Prompt viewers to participate. Ask questions, encourage comments, and consider running contests or giveaways.
#8: Delegate Comment Monitoring
Have a colleague manage comments and relay relevant questions to you during the broadcast. “Engaging with your audience is a key advantage of Facebook Live,” notes Christine Austin from IMPACT. Real-time reactions and comments allow for interactive discussions.
#9: Acknowledge Your Audience
When addressing questions, mention the commenter’s name for a personalized touch.
#10: Provide a Clear Call to Action
Don’t end abruptly. Provide a clear call to action. Guide viewers on next steps, like subscribing to your channel or visiting your page. Here’s how great sign-off example from Refinery29 does it, reiterating their names, thanking viewers, and directing them to a link showcasing their “very cool shoes.”
#11: Optimize Your Thumbnail
Your thumbnail is the first impression. Choose a high-quality image, ideally featuring a person, with minimal distractions. Text overlays can provide context. Once your video is uploaded, use the “edit video” option to customize your thumbnail.
#12: Pin for Visibility
Pin your live video to the top of your newsfeed for increased visibility, ensuring it’s the first thing visitors see.
#13: Add Captions
Captions cater to viewers watching silently and make your content accessible to a wider audience. Utilize Facebook’s captioning feature or upload an SRT file.
#14: Feature Your Best Work
Utilize the “Featured Video” option to prominently display your top-performing live video on your page and video tab.
#15: Extend Reach with Promotion
After your live stream, consider boosting your post or running an ad campaign, leveraging targeting features to reach a wider yet relevant audience.
#16: Analyze and Improve
After a few days, delve into your video’s “Insights” to assess its performance.
Metrics like minutes viewed, engagement, and audience demographics provide valuable insights for refining your Facebook Live strategy. This guide is your roadmap to Facebook Live success! Feel free to share your questions, tips, or experiences in the comments below. PS: For live video guidance on other platforms, explore our blog posts on Instagram Live, YouTube Live, and even going live on TikTok!