Facebook video is growing by over 94% per year in the US, but Facebook Live has become even more of a game-changer when it comes to online content for your brand. Facebook Live videos generate almost three times more engagement than regular video on social media. So the key question is: How do I generate that much engagement for my brand?
Below are some tips you should follow before, during, and after your live video in order to get the most out of your engagement:
Start promotion before your broadcast.
Think of a live video as an event. You wouldn’t plan an event without inviting people to it. You want people to be interested in tuning in before you go live so that you’ll have a decent turn out right off the bat. Since Facebook already has features for promoting events and getting RSVP’s, it’s easy to create a promotion to help build interest and make sure people know when exactly you’re going to go live.
You’ll also want to share multiple posts pushing the Facebook Live video. Keep reminding your followers about the broadcast, but share unique (and valuable!) information each time.
Prepare yourself and plan the video.
Facebook Live creates a more casual and intimate feel than regular video, but you still want to come off as organized and professional. That’s why the best Facebook Lives are planned out. Make sure to also do a test broadcast before-hand to try out your equipment and internet connection.
Time it correctly.
This is where your target audience and analytics come into consideration. You don’t want to go live when you know your followers are sleeping or at work. Make sure you’re scheduling your Facebook Live during a time when there’s a lot of activity on your page and you know your followers are online.
Give context and re-introduce yourself periodically throughout the video.
Since Facebook allows users to join in at any point in a live video, you want to make sure they know what’s going on. While it’s good to introduce yourself at the start of a Facebook Live, you also want to do check-ins throughout the video addressing anyone that may just be tuning in.
Respond to comments.
Facebook Live provides an easy way for followers to have a two-way conversation with your brand. They know that by commenting they can get quick answers right then and there. That’s why Facebook Live drives comments ten times more than regular video. So it’s extremely important that you’re monitoring the comments and responding to people while they’re engaging with your video.
By addressing comments as they appear live on air, you’ll also be encouraging other people to share their thoughts – which only means more good things for your engagement.
Engage in the comments section after the live show ends.
Your Facebook Live videos are automatically archived on your page. So it’s good to add a comment or make a new post (with the video) after you’re done to thank people for tuning in. You can also respond to any questions you missed during the broadcast or new ones that have come up. All of this generates more engagement on the same video.
Re-share the video link.
After your broadcast ends, it’s good to reshare the link for viewers who may have missed it. You can cross-promote on your different social media channels or even send out an email.
Analyze your results.
Just like all the other content you publish on social media, it’s important to check your analytics. Your analytics are a great way to tell what your viewers liked and didn’t like, which will help you make even better videos in the future. You’ll be able to see at what point you had the most viewers and at what points people started to drop off.
Facebook Live daily watch time has grown by over 400% since it launched in 2016. Facebook Live makes viewers want to check out social media for the latest updates and lets them develop a more human relationship with their favorite brands.
With these tips in mind, you should be able to start off with a great broadcast!