The continued rise of social media has not stopped in 2017. While there have been new entrants to the space, Facebook still remains king with 74% of Irish consumers using it daily, compared to 33% for Twitter and 18% for LinkedIn (IPSOS MRBI, 2017). It is, however, no surprise that it remains an increasingly important marketing channel for most brands to do business.
Facebook launched its latest feature, Facebook Live, at the end of 2015, seeing video consumption on the increase. A year on, with several brands and publishers using it regularly, here’s our guide on how you can make Facebook Live work for you.
First off, what is Facebook Live?
Facebook Live is a built-in feature that allows you to connect to a wider audience in real-time by sharing content of what you are doing and seeing, using only your smartphone. It allows you to broadcast live by interacting and engaging with people on a personal level, by speaking directly to them and answering live comments they might share with you.
Why Businesses should be using it?
Streaming live videos can help a number of businesses to connect and interact with online users anywhere in the world, in real time. For a business or brand to succeed using online videos, Facebook Live gives the opportunity to not only speak to customers on a global scale, but it allows them to gain credibility and trust for their brand – given how transparent and open the media channel is.
According to Hubspot in 2016 , online users are spending three times longer watching live videos compared to pre-recorded videos. This alone is a potential reason why businesses should be considering live videos when it comes to sharing stories about their brands.
How to use Facebook Live – The Simple way for Users
Streaming a live video on Facebook for most users is simple. On your status, write the video title as your description, on any IOS or Android device, and tap the Live Video icon. The video will instantly appear on a user’s news feed and you will begin to see the number of live viewers tuning in.
During a live broadcast, users are given the option to interact and engage with their commenters in real time, in asking questions about brands or commenting on the latest products. We’d recommend considering brands to use the live broadcast to gain subscribers – adding their online audiences to a subscription list. This means that online users will receive a notification the next time a business is broadcasting live.
What this means for Brands – Giving it careful Consideration
As Facebook is the most popular social channel for brands and creators, any new way to connect with your audience in this space is worth considering. However, there are several examples of Facebook Live efforts falling flat, whether it was because many people simply didn’t know it was happening or the brand was ‘streaming live’ during an event or moment that had little relevance. Simply put, why would anyone care? The basic rules of content creation remain; and it is not something we would recommend to our clients here without there being a clear reason, as simply ‘trying’ the latest shiny new option is not good enough.
However, as online users are watching live videos more and for longer, Facebook Live is becoming a ‘norm’ within the newsfeed; and it is therefore opportune for a brand to consider it’s potential role. For ‘behind the scene’ access, sharing an exclusive scene or event with a wider audience or getting up close and person with key influencers or ambassador – there is a home for Facebook Live in the content plan. Some tips:
- Promote the ‘Live’ event in advance, using targeted paid media formats
- Have a plan for your ‘live stream’ so that you predict any occurrences that could negatively impact your brand
- Save the ‘live’ video streamed and promote afterwards using paid video formats
Have you tried Facebook Live? Let us know, get in touch anytime.
Written by Jennifer Bradley