What Social Media Marketers Need to Know About Facebook Live

Excuse me dear social media marketer, please pay attention only for five minutes and I bet you this will help you to take your business one step ahead. In the age of Netflix and DVRs, it’s weirdly ironic to watch the
growing popularity of live video for social media marketing. Sure, most
of it is recorded so you can access it later, but it has far more in
common with the nightly news than with modern on-demand, personalized
content.

It turns out, there’s something about watching an event
unfold live that’s hard to replicate. To be there as it’s happening, in
the moment with a group of friends and strangers, sharing a singular
experience. It’s powerful. And it never really went out of style—it just
took a while for technology to create a compelling modern version.

Also read: 10 Reasons Why You Need a Digital Marketing Strategy





Facebook
Live has realized the potential for live video combined with a social
network. Not only are people watching in droves, they’re more engaged:
People spend three times longer watching live video than they watch recorded versions after-the-fact.



As
with any new channel, it’s always tempting to jump right in and start
creating content. And, as always, it’s a better idea to do some
evaluating and strategizing first.

Here’s the low-down on Facebook Live: What it is, what it’s for, and how brands are using it. Tweet

What Is Facebook Live?

A
native live-streaming service embedded in Facebook. When you go Live,
the stream will show in your follower’s feeds and on your profile page.
Viewers can leave likes and comments in real time. After the event is
over, viewers can watch a recorded version with the option of seeing the
comment stream as if it were live.

Who’s Doing It?

Everyone from the President to celebrities to athletes.

How Do I Do It?

Right
now, the easiest way to go Live is from a mobile device. On the
Facebook app for iOS or Android, you’ll see a “Live” button right at the
top of the feed. Click that for a quick set up and your feed will
begin! There is a version of Live for desktops which is slowly being
rolled out—if you don’t have it yet, the mobile version is the only game
in town.

Also read: How To Build A Killer List On Facebook

What Are the Best Practices?

Facebook’s best practices for Live are a good place to start:

• Tell followers ahead of time before you broadcast


• Write a compelling description


• Make sure you have a strong internet connection


• Respond to commenters on the air


• Aim for longer sessions (10-90 minutes)


• Develop a schedule so viewers know when to tune in

What Pitfalls Should I Look Out For?

Since
it’s so easy to go Live, a lot of Live streams right now look the same.
They’re talking heads, people holding up a phone and chatting
informally with the viewer. If you’re a celebrity with a quick wit, go
for it—otherwise, don’t go in without a plan.



It’s an
unpredictable platform—you may have to contend with technical issues and
an unmoderated comment stream at the same time. It’s a good idea to
have at least one person off-camera who can handle the comment stream
and work out any glitches.



Finally, don’t expect your entire
audience to tune in all at once. Generally viewers drop in and out of
live streams—some will arrive late and some will leave early. So a
complex narrative that builds on prior knowledge is not the best choice.

Also read: 5 Mistakes You are Making with Your Facebook Ads Marketing

Q: What Kind of Content Works Best?

There’s
a vast array of content that works for Facebook Live. The most
successful take advantage of the special connection the platform affords
with an audience, addressing and interacting with them in real time.
Here are a few good examples:

• Behind the Scenes:
  Dunkin’ Donuts took their followers on a tour of “Dunkin’ Brands
  University,” a facility where Dunkin’ creates new products. At the end
  of the tour, audiences got a tutorial on how to make a Dunkin’ Donuts wedding cake.
  The tour scored just over 30,000 views.The informal, intimate nature of
  the platform is ideal for these sneak peeks behind the scenes. If your
  brand doesn’t have a factory to tour, consider a tour of the office
  space itself—promote transparency and your corporate culture by showing
  off work spaces and interviewing co-workers.


• Tips and How-tos: Benefit Cosmetics hosts a weekly show called Tipsy Tricks.
  A host and guests drink wine, gossip, and offer makeup tips. They
  respond to viewer comments, and generally offer a mix of practical
  advice and entertaining banter.Facebook Live works well for how-tos and
  demos, provided there’s an angle to keep it interesting for the
  audience. As you prep a how-to, keep an eye out for dead spots in the
  process that your host will need to fill.


• Performances: If your brand can swing it, musical or dance performances are a great way to pull in top-of-funnel audiences. Postmodern Jukebox
  is my favorite for performance video—they livestream parts of every
  concert they put on, often capturing behind-the-scenes content as well
  as the concert. But you don’t have to play at that level to stream a
  performance. Buzzfeed’s interactive dance-off was compelling to viewers because it was an amateur, interactive event.


• Stunts: If one video captures the pared-down essence of storytelling on Facebook Live, it’s Buzzfeed’s watermelon explosion.
  At the time it aired, it was the platform’s biggest hit, with well over
  a million views.The concept couldn’t be simpler: Two Buzzfeed
  employees, decked out in safety gear, take turns putting rubber bands
  around a watermelon. The tension builds for 45 minutes until the
  watermelon finally explodes.On the surface, it seems kind of…dumb,
  right? But this video was successful because it hit all the right
  points:
  
  
  • Audiences could drop in any time
  
  
  • It was immediately obvious what was going on and what was at stake
  
  
  • It encouraged audience interaction
  
  
  • It built suspense
  
  
  • It worked toward a definite endpoint
  
  
  
  

Granted,
the one thing it lacked was an element of utility. But it was
undeniably compelling. Add some value for your viewer while checking off
the same boxes this video did, and you’ll be unstoppable.



Livestreaming
video is still in its infancy. Marketers are still experimenting with
the form, with mixed results. One thing’s for sure: As with any channel,
it’s all about relevancy, authenticity, and providing something of
value to your audience. Put their needs first, and you can develop a
strategy for success.

Does your brand plan to jump into
livestreaming? Are you already enjoying success with the platform? Let
me know in the comments.