Regardless of industry, any company can make use of Facebook Live and it’s free and easy to use. However, it does require a bit of strategy to create authentic content that is of high quality. Let’s take a closer look at how we can leverage this popular format to increase brand engagement:
Build an authentic connection with your audience
The best part of creating a Facebook Live stream is that it’s authentic and doesn’t require post production. This gives a raw and humanized look at a brand, and that’s exactly what audiences are craving in a world of stunning manicured photos and videos. You want to be open and honest, use humour and try to relax, at the same time create a one-to-one connection with the audience.
Plan your Facebook Live stream before you broadcast
It’s important that you determine the objectives you want to achieve with your Facebook Live stream. What are the key messages and core brand objectives you are trying to convey? Remember who your audience is and why you’re talking to them.
Practise your Facebook Live in advance
Facebook Live is less polished than a traditional television newscast or documentary production with a grand set-up of lights and cameras, but it still requires thoughtful consideration of its content. After-all, you still represent your brand. Now that you’ve determined the objective of your Facebook Live stream, it’s time to devote your focus to what you’ll be speaking about. We encourage doing a dry run before launching that Facebook Live broadcast. This will help you discover which talking points are the most interesting to discuss, as well as mitigate technological difficulties, and reduce nervousness.
The more you do Facebook Live streams, the better you’ll become and the less practice you’ll need. The point of practicing is to see how the conversation flows organically with your guest and where you should focus your attention. You don’t want to overdo your practice runs and sound scripted when you go live.
Promote your Facebook Live to tease your audience
As you are gearing up to conduct your Facebook Live, it’s critical that you inform your audiences when you are about to go live. Cross-promote it to maximize the number of video views. By building anticipation, it will give them something to look forward to and tune in. If you happen to be collaborating with an influencer, you will want them to promote the Facebook Live broadcast beforehand as well. That will help you reach their network and encourage more people to watch
Audience participation during your Facebook Live
One way to increase engagement during your Facebook Live stream is to encourage your viewers to participate throughout the video. Create a dialogue between you and your audience, but what’s even better is if it sparks a conversation between them. You could respond to those questions in the video during the broadcast. Don’t leave questions unanswered. Go back and respond to the comment thread if you didn’t have a chance to address questions during the Facebook Live stream.
Think of a story with a strong beginning, middle, and end
Just like a story, videos should have a similar trajectory as well. Don’t get into the thick of the conversation just yet, know that the large bulk of your audience are still to come. Instead, think of an attention grabber to captivate your audience at the beginning. It could be a statistic, a personal story about yourself, the reason for doing the Facebook Live video – but whatever it is, just be authentic and make it personable from the beginning.
Keep in mind that your Fans will be joining your Facebook Live stream at various times as well. So you want to be sure that you check in with them frequently and reintroduce the topic and your guest several times throughout the Facebook Live broadcast. This will also be a good time to encourage that audience to participate. Another critical component to your story is having a meaningful end. Remind yourself of what your audiences’ next step should be – you created this video to achieve a certain objective and the CTA that will lead to it.
Measure your performance and implement your best practices
It is also key to look back and analyze content performance to see what worked, then go back and use those best practices next time. Look at what people were commenting on and revisit those peaks in reactions and comments. This will help you identify what really resonated with your audience.
As the trend of video consumption continues to rise, we predict that Facebook Live will become even more important for social media marketers. In short, Facebook Live provides new opportunities for marketers to engage their audiences in a landscape where live broadcasts are becoming immensely popular. We’re seeing that audiences are demanding short form and
Co-written by Alexandria McCulloch, Global Editor.