Article written by Jack Devenu.
When it comes to advertising to the modern demographic, video ranks higher than every other medium. Therefore, it is essential for marketers to incorporate videos in their strategy.
Streaming live video has its appeal because the actions happen in the present. Human nature being what it is, we naturally tend to have our interests easily piqued by events happening in real time.
Our analysis would be remiss if we didn’t contemplate just how Facebook Live trumps other video platforms. In truth, Facebook Live is somewhat a cut above the rest when it comes to live video streaming.
The number one reason has a lot to do with Facebook’s popularity through the years. At present, Facebook is the most popular social media platform in the world. The numbers speak for themselves. On average, the site records two billion monthly users. In the US, estimates show that about two-thirds of adults are on the platform.
Importantly, irrespective of the nature of one’s industry, both the current and prospective audiences marketers seek are already using Facebook in their day-to-day lives. Thus, the number one agenda for most video professionals is how to reach new followers and what strategies to employ to ensure that existing ones remain loyal.
Video marketers also love using Facebook Live because the platform is built for engagement purposes. Impressively, Facebook Live has custom-built options that strive to ensure that posts attract new audiences and retain loyalists.
While the live session is ongoing, viewers can comment and use emojis to express their emotions concerning what the broadcaster is saying. The broadcaster can also use the live response features to interact with members of the audience. Two-way engagements done in real times help create an authentic link between the viewers and broadcasters.
For marketers, Facebook Live presents the opportunity to reach an expansive and easily accessible audience all at once. The ability to track performance with relative ease is also a major appealing factor.
Given Facebook’s amazing capabilities, devising techniques to make the Facebook Live session an epic slam-dunk by the marketing department is all the more important. Thankfully, we’ve compiled a couple of essential tips that will make the ride smooth. Read on!
The main difference between a live video session and a blog post is that live videos are treated more like an event. In order to have people come over to an event, prior communication promoting the event needs to be in place.
Good strategies ensure that upcoming announcements are posted regularly on Facebook accounts ASAP. However, the announcements should not be bland; instead, they should provide insights on various phenomena. Then, at the end, they should remind audience members about the event.
Key Takeaway: The promotion serves to generate interest among the masses. Facebook Live facilitates promotions to target specific demographics. That way, focused advertising campaigns can be devised.
Facebook live has a great distinction with other mediums like television adverts and YouTube productions in that it offers a natural experience. Despite the laid-back nature of most Facebook Live sessions, it is important to always plan before going live.
Preparation is necessary because it helps one sell their brand better. By presenting the best version of oneself, the reception from the masses is likely to be positive. Good impressions sell. The essence of preparation is best reflected in the numbers, Facebook Live users watch videos that are about three times longer than their contemporaries.
Key Takeaway: Preparing in advance helps factor out any probable factors that could have been easily avoided. Activities like testing devices beforehand by conducting sound checks, lighting displays and reviewing the environment can prove to be the difference between a good live session and a bad one.
Right before the Facebook Live video sessions begin, one needs to decide on a number of formatting decisions. The choice to go either horizontally or vertically needs to be considered critically. Whatever it is the marketing team agree on, they should stick to it.
At times, vertical shots make users appear too close to the camera, thus, they are not the most ideal for interview situations. However, vertical shots work perfectly in intimate settings where the audience members and broadcasters converse.
In retrospect, horizontal shots help sell the surrounding environment. One of the key proponents of horizontal shots is none other than Martha Stewart. In most of her shows, she can vividly be seen exposing the surroundings of her own Martha Stewart Home Depot collection.
Key Takeaway: Good formatting ensures that visual appeal is employed effectively to pull the masses.
Punchlines work best when delivered with pauses long enough to exert weight on the closing words. The same can also be said concerning how Facebook Live works.
Essentially, Facebook Live sessions need to be held during peak hours in order to ensure that the videos are able to reach as many people as possible. The internet is awash with a number of tools available that can be utilized to learn more about how customers interact with the broadcaster.
Key Takeaway: Deciding on the length of time to take in between Facebook Live sessions and the general timing of the sessions can be major factors influencing the effectiveness of the broadcasts.
Broadcasters should always be on high alert regarding comments and reactions their viewers share during their Facebook Live sessions. Audiences and broadcasters can ably mimic the natural two-way mode of conversing when they maintain good response rates.
The statics show that interaction is quite important since Facebook Live comments are about 10 times more than non-live based videos. On the platform, it is easy for broadcasters to track questions and respond to comments.
Key Takeaway: Maintaining a high response rate ensure that broadcasters are able to sell their brand in real time. Regular engagements with viewers enables them to live the moment with the broadcaster, thus, they are more likely than not going to have a thrill.
Objectively, broadcasters need to consider their own personal appeal. Great presentations are often delivered when the broadcasters are relaxed, smiling and confident in what they are talking about.
While advertising should be the chief agenda, it should be done with a hint of subtleness. It is paramount for the Facebook Live session to naturally flow. The broadcaster can draw attention to their products and services occasionally using elaborate intelligent designs.
Another excellent strategy broadcasters can employ involves incorporating calls-to-action towards the end of the presentation and referencing services all through the presentation.
Key Takeaway: A likeable personality can help broadcasters connect with their audiences on a personal level.
For many years, radio was a dominant force in the digital communications sphere. Incredibly, even with the advent of the internet and other new world technologies, radio still maintains an excellent command of the market.
On the platform, most presenters allow shout-outs to be sent during the show. Thus, listeners are likely to stay tuned hopeful to hear their names called out in acknowledgement over a feat accomplished. Facebook Live broadcasters can employ the same tactic during their presentations in order to gain traction.
Key Takeaway: Shout outs can help boost viewership even among people who didn’t tune in for the live show. The shout-outs can thank viewers for watching, ask the audience questions and comment on their responses. Effectively, shout-outs provide a fantastic opportunity for broadcasters to increase their engagement levels.
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