• Natasha Kalergis

Facebook Live 101

Updated: Dec 9, 2018

Explore the various benefits of Facebook Live and how to incorporate it into your company’s marketing strategy.

What is Facebook Live?

Facebook Live is a channel for users to stream live videos through Facebook. With the recent changes in Facebook’s newsfeed algorithm, marketers are looking for new ways to engage with customers and fans. One of the most underutilized tools in Facebook’s marketing portfolio is its Facebook Live feature. Posting a video on Facebook Live is as simple as pushing a button in the Facebook app. The field where you post your status now hosts a “Live” button where you start shooting your video.

Facebook Live Marketing Advantages

Facebook Live reveals analytics immediately. While video is shooting, you can see the number of people watching along with their names and comments. You get immediate feedback from your customer and fan base. Some influencers and companies use live streaming channels as an opportunity for open Q&A. This allows your fans and customers opportunities to engage with your brand on a more personal level.

Should you choose to limit your viewership, Facebook Live allows you to tailor who can see your video with privacy settings. This is one of the key differentiators between Facebook Live and other streaming apps such as Meerkat.

Considering the medium does not allow for editing or graphics, Facebook Live is also very cost effective. It also drives increased traffic to your Facebook profile page and other associated media outlets.

Once the video is finished, it saves to your timeline for others to view later. If it’s a success you can add the video to your media portfolio, share it and continue to use it in your marketing program. If the video doesn’t go as well as planned, you can simply delete it. Facebook’s video analytics can provide insights on how to improve your next video. Unlike other live streaming videos, Facebook Live videos don’t disappear after 24 hours!

Incorporating Facebook Live in your Marketing Strategy

Facebook Live transcends traditional marketing strategies as it allows you to connect and interact with your users in real time. No other media outlets allow for live communication while simultaneously broadcasting to thousands or even millions of viewers. As a fan, what experience would feel more significant? Seeing an edited image, reading an interesting article or participating live in a conversational experience?

When posting a Facebook Live video, make sure to announce it on your profile in advance. Make sure to post what the experiences the video will highlight. That way, fans have time to tune if they’re interested in the content. Your fans can also turn on notifications so they can be notified whenever you stream on Facebook Live.

When responding to questions on your Facebook Live video, be sure to address respondents by name to make the experience more personal.

When creating your strategy for Facebook Live, consider what your audience wants to see and get creative. For example, a makeup brand may consider partnering with a beauty influencer to host a tutorial on how to apply new products. A health foods company may shoot their Facebook Live video taking employees out for a hike in a beautiful national park (but make sure you have a strong connection!). A car company could shoot their Live video filming real-time, candid reactions of people test driving their latest model. The opportunities with Facebook Live are truly limitless and provide an experience for customers like no other medium!

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