As the digital landscape changes, however, so does Facebook. With the full rollout of its Live video tool in early 2016, Facebook gives businesses a new way to showcase themselves. By providing a fast, simple way to send a message in real time to everyone on your feed, Facebook Live shakes up marketing methodology in a positive way. But how can you “go Live” in a way that boosts your marketing?
The Basics of Live
Facebook Live is a way to stream live video. Rather than putting time and effort into a conventional video advertisement, individuals and businesses now have the chance to transmit a live feed over Facebook. Similar concepts have existed in the past, like Vine, but never before has a live video application integrated so seamlessly into a predominant social media network.
Fans are already proving the concept's worth, with Facebook studies indicating that viewers are 10 times more likely to interact with a live video than a static posting.
Why Live Works
Images or video of an event or occasion definitely carry merit as a marketing tool. But Live video takes things a step further, bringing your audience into the action – or should we say, “interaction”.
Getting an inside peek into ideas, events, and special occasions can drive interest, prompt engagement, and create a sense of loyalty. This helps you to build strong relationships with your target audience. Viewers spend three times longer watching Live videos than standard Facebook videos, providing a truly premium way to generate attention.
When Live Works
Facebook Live is most effective when you have something to actually show your audience. A tour of your office might turn a few heads, but the kick-off to a big event is far more likely to attract attention.
Take, for example, this Tough Mudder training event. The brutally intense obstacle course is popular nationwide, and a live video from Coach T. Mud really drives home the energy and spirit Tough Mudder participants need to succeed. In addition to an inspiring fitness-centered message, the Coach also mentions the name of the event, the streaming location, and where to follow Tough Mudder online to learn more. All of this keeps social media viewers feeling like a part of the action.
Regularly scheduled streams can succeed as well, as the pros at Benefit know. With their weekly Tipsy Tricks Live stream, cosmetic stylists use results from audience polls to create curated video content to maximize viewer interest.
Elevate Your Live Performance
- Set up your camera. All you need is your smartphone Facebook app opened. You can use a tripod for more stability and a better, less-shaky video.
- Cut ambient noise. Your viewers want to hear your message. So make sure speech and sound effects are clear and audible.
- Promote your event in advance. A spur-of-the-moment video can draw viewers. But viewers are more likely to tune in when they know what's coming. Be sure to set up your stream and share posts with streaming details hours or even days before you go Live.
- Allow feedback. Facebook Live now allows users to comment as well as use emojis to react to videos. When these features are turned on, your fans can get a conversation started.