On Facebook Live (Part Deux)…

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Long live live video!  We talked about Facebook Live here in this blog a year ago and since then, the platform has exploded.  As Facebook continues to dominate the content scene, there is a real wave of momentum on their live video platform. The Social Network wants to be much more than families sharing pics and friends pushing memes (though both are great) and the ability for brands and personas to push out their message in a live format is killing it right now!

Facebook live (and Instagram live can be done at the same time with another phone/camera to kill two birds with one stone) is a definite recommendation for a brand looking for diverse ways to get content out to their audience and reach new people too. This piece on Mediakix breaks down some compelling stats, and we highlighted two below:

Facebook Live Videos Are Watched 3x Longer Than Videos That Aren’t Live Anymore

According to Facebook, users watch Facebook Live videos 3x longer than videos that aren’t live.

Users Comment On Facebook Live Videos At 10x The Rate Of Regular Videos

Facebook Live is a dream for engagement, driving comments at over ten times the rate of non-live videos. Again, because the focus of Facebook Live is a window into and interaction with a moment in time as it unfolds in real time, commenting is about being a part of a live conversation.

Here is a great piece on how to harness the power of FB Live and we have seen much of this work in practice for our clients over the past few months. Take our client Paula’s Choice Skincare for example.  They have a very charming and knowledgable Founder, who feels very comfortable getting in front of the camera.  Though not everyone needs to be quite as skilled and poised as her, it certainly helps their cause.

Before we go live, we announce it to the fanbase so they “tune in” to the time we will be broadcasting. This is much like a TV show (pre TIVO/DVR of course) and meant to get fans to adjust their schedules to digest some real interactive content.

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Also, after you run a FB live, you can edit the post and add a CTA to it, to get people back to your website. It is a good tactic to add a link and say something like “we’re sorry you missed us live, but if you want to hear the biggest takeaways from it, click here:” which could send users back to the website to consume a blog post about the live session. This is an excellent way to generate e-commerce sales and/or retargeting opportunities, as part of a conversion funnel.

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The (organic mind you) reach and engagement on these has been excellent.  Facebook rewards the effort with exposure in user’s feeds and wants to put this type of super relevant and useful content front and center. To top that off, we encourage brands to share and/or add something like:

“Never miss a live post again!  Make sure you LIKE us on Facebook and go to your settings and be sure to turn on notifications when we go live and “see first” to not miss any valuable posts.”  When you get people to take that action you will dramatically increase your reach and engagement on live.

Our recommendation is to not overthink it, and to just get started. Get on with an iPhone or a camera with an inexpensive tripod and just get talking. Some easy topics are: a new product announcement, new location opening, new branding explained and/or just some interactive Q&A about products or services.  Do it, and then assess and adjust as you go along. This is definitely about documenting rather that carefully crafting and creating.  Once you see momentum, you can better stage the presentation and create a more structured model.

You need to take that first step and remember that this is about hacking underpriced attention AND riding the Facebook Live video wave. FB wants to push it hard, and you should grab their fin and let them take you with them on the ride…

 

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