Since its launch in the spring of 2016, Facebook Live continues to gain popularity as an easy (and fun!) way to communicate who you are (and your brand) to your community. Originally released for mobile use only, online marketers can now stream live from their desktop computers as well.
Why is it so important to include Facebook Live videos in your social media marketing strategy? What we do know is that they are more likely to appear higher in your followers’ newsfeeds when the videos are live. We know that Facebook users spend more than 3 times more time watching a Facebook Live video on average compared to other videos. There is a clear appetite for “happening right now” rather than “you missed it!” content.
Here are our top 10 tips for getting started with Facebook Live:
- Getting started is hard, especially for those who are less tech-savvy. It’s nice that Facebook thought of that! Start by using the “Only me” privacy setting; this can be changed later, while you’re dipping your virtual toe in the water of the live feed, it’s a great option to take advantage of. You’ll soon be a pro and jump right in!
- I’m still not comfortable in front of the camera, okay, we get it! Do a couple of practice webcam calls with a friend/colleague. What do they notice? Are you banging on your desk, making the camera shaky and hard to follow, is your voice clear, is there a lot of background noise? Fix the failures you can control (and accept the ones you can’t).
- Make the video spontaneous, but planned. If you’re broadcasting from your home office, look at the view behind you, over your shoulder. Overflowing trash can? Empty it. Client information? Save it. But… don’t overdo the script. Your live video should be you in all your imperfect glory! It’s okay to stumble over a word or two, and it’s okay to be nervous—your community will love you more for it! Don’t let imperfections stop you!
- Make Facebook Live part of your overall marketing strategy, not the only marketing strategy you use. Keep posting written content, blogs, and links to interesting articles. Please continue to engage your community by commenting and sharing your content. Remember, not all of your followers will have time to watch a live stream, but they will want to see your blog.
- Keep reminding your viewers who you are. Think about a conference call, how there are one or two stragglers who are late at the start, and you need to get them up to speed. Facebook Live is no different. Also remember to pace your content as you know not all of your viewers will be there at first, it’s okay to spend some time talking about what’s coming up, the great articles you’ve read, cheers to the followers who have shared on your page (thank them by name, they will appreciate it). Then jump to your content.
- For your planned live streams, promote them on your social media channels, let your community know when they can join you. Have a team member send out reminders when your stream is about to start, and then provide “tech support” while you’re chatting, answering questions on your behalf.
- Think about timing: who is your target market and when are they most likely to be online? Busy professionals may not tune in during the workday, busy parents may not have time after school during the dinner rush. Take advantage of what you know about your market and schedule your stream accordingly. I’m not sure? Play with it. Pick a variety of different hours/days of the week and watch your commitment.
- And over time, of course, we need to talk about the length of your live stream – keep it reasonable. Go too long and it will become wordy and awkward, too short and your followers will be disappointed. Think about your stream, what do you really want to play, what can you expect, and know when enough is enough.
- Watch the live streams of others – what are your colleagues doing, what can you learn? Don’t just look at what they are doing, but understand why. Is there live streaming primarily Q&A, or is it staged content?
- Smile! Enjoy every moment! You’ve worked hard to get here, so let’s go for it!
It’s time to jump!
We’d love to hear your successes on Facebook Live (and not-so-successful moments!)
