What Is Facebook Live and Why Do I Need It?


Facebook is ubiquitous these days; members use the site to chat, plan parties, stay in touch with family and friends, and read updates on local and international news. Many companies have joined Facebook to reach customers through this versatile social media platform. Its user-friendly interface offers a great way for businesses to collect customer feedback and test marketing strategies.

Facebook live is a next step for companies looking to maximize digital marketing impact. Read on for some tips on how you can make Facebook live work for you!

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Photo credit: Scribblelive.com (https://www.scribblelive.com/wp-content/uploads/2015/11/video-content-marketing.jpg)

What is Facebook live?

Facebook started as a social media site, back when streaming video content was still a challenge. Now, it’s easy to share and upload videos online, just as you would any other kind of content. Facebook live was developed to meet increasing interest in digital video content, and help users integrate fun video content with the social-medial platform they already use every day.

Even better, Facebook live allows you to “broadcast” digital video from your Facebook feed. You can schedule a live broadcast, and users can log in to watch the show. The key to this tool is its integrated structure. All you have to do is hit ‘Go Live’ when you’re ready to broadcast and ‘Finish’ when you’re ready to ‘Cut!’ The video will be added to your timeline.

How Do I Use Facebook live?

Your first step is to post a short ‘promo’ on your facebook feed with the time and the topic. This can be as simple as a short headline with the time and date. If possible, share this preview on multiple platforms. You can tweet a promo at scheduled intervals leading up to the broadcast, and also create a page or sidebar on your website. If you can add a photo, users will be more likely to see the preview and share it. You can also link to past video segments.

When you’re ready to broadcast, make sure you have a strong signal. Nothing turns viewers off faster than a frozen screen. Facebook live will only offer you the option of video broadcasting if it can see a strong local connection. If your connectivity is weak, the ‘Go Live’ button will be greyed out.

Facebook live also makes it easier for viewers to follow your broadcasts, so make sure people watching the videos know that they can click the “Follow” button on current or past videos and receive notifications when you’re broadcasting. If you can add this information to your website, it’ll help customers subscribe to your video content.

Facebook live incorporates the same “Live Reactions” that are now part of Facebook’s News Feed feature, so viewers can tell you what they think. Facebook live also has an ‘invite’ feature that appears right on the live video, so you and your viewers can increase your audience as you broadcast. Facebook live is also ‘mobile friendly,’ and Facebook has added a dedicated place for Facebook live to its mobile app. This feature also gives you the opportunity to search and share video content across the Facebook platform. If you’re looking to spotlight international content or see how far your videos reach, you can use the Facebook Live Map function to look at video content around the world.

Greet viewers at the beginning of every broadcast, and introduce yourself or any members of your team who are part of the show. Facebook’s commenting feature also applies to Facebook live. If you can respond to comments in subsequent broadcasts, you’ll make a connection to your customers and keep them coming back.

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Photo credit: Brafton.com (https://www.brafton.com/news/marketers-give-three-reasons-why-online-video-content-outperforms-tv)

What Can I Broadcast on Facebook live?

Anything! Just like Youtube, Facebook live works best with a diverse catalog of video content. Your content will depend on your business, but creativity is an asset here. Facebook live is a popular platform with everyone from extreme sports athletes to comedians. Remember, too, that humor goes a long way towards making a video go viral. Give your customers a window into your business, and they’ll feel like part of the show.

The more often you post, the more chances viewers will have to follow you and share your videos. The longer you stay live, the more chances viewers will have to tune in, so see if you can develop longer segments. These don’t have to be presentations or speeches. Facebook live extends to Facebook Events and Facebook Groups. You can broadcast from a company event or go ‘behind the scenes’ to show customers your production line. You can even broadcast live from an industry conference or cultural event in your area. Giving your customers diverse forms of video content will make them more likely to return. If you can, use one format regularly, like a weekly update on your business. That way, customers will count on your broadcasts.

If you don’t have much experience with digital videos, you can start with a short update on business activities, or a video introduction to your sales team. From there, you can branch out into longer segments and less-scripted content. One of the great things about Facebook is the “instant analytics” that are part of its platform. You’ll be able to see which videos are most popular by looking at shares and likes, and you can tailor your content.

Get by with a Little Help from Your ‘Friends’

Facebook’s innovative sharing format also applies to Facebook live. You can beef up your video stream with shared content from other professionals in your industry or digital marketing professionals who already have a strong online presence. For example, you can share a series of tutorials related to one of the services or products you offer, or you can share personal video content from someone you admire. They’ll be motivated to share your content, which will allow you to piggyback on their viewer base.

Since Facebook is a personal medium, feel free to branch out. If you run an artisan food company or a locavore restaurant, enrich your Facebook feed with videos about artisan cheese production or a trip to the local farmer’s market. If you’re a wedding planner, you can show customers video content from a runway bridal show or a wedding cake competition. If you’re a tax preparer, consider sharing and creating content about starting a college fund or an IRA.

Facebook live allows you to expand your presence on a user-friendly social medial platform. In just a few easy steps, you can integrate your own live video content into your digital marketing strategy. Give Facebook live a try, and see what you can share with your customers!

Are you looking for more tips on creating innovative content across social media platforms? We recommend a consultation with a digital-marketing team who make it their business to stay up-to-date on the latest innovations in media marketing. Contact Square 1 Group today! 

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