Did you know that 1 in every 5 Facebook videos is a Facebook Live broadcast? Since rolling out the platform to all users in early 2016, Facebook has seen explosive growth in live video.
Several big brands have taken advantage of the possibilities of Facebook Live but if you’re a local or regional sized company, how can you use this tool to your advantage?
Obvious, right? You need compelling content to get people to tune in. Choose topics that appeal to your target audience. Write headlines and promotional copy that will entice someone to click through to view. Don’t just go Live for the sake of going live.
A good place to start for content ideas is thinking about things that happen internally at your organization that could interest or appeal to your fans. Behind the scenes content is a great way to get the attention of your fans.
Talk to your fans.
Facebook Live is a great way to answer immediate questions or engage with fans. Schedule a live event in advance and use your promotional tools to get users to watch and comment to get their questions answered about your product or your services.
Don’t get caught up in metrics.
Start with realistic expectations about performance. If you’re a brand with 1,000 Facebook followers, you can’t expect 5,000 views of your live event. Focus instead on engagement metrics – how long did people watch or how many questions or comments were generated. 100 users who watch your entire video is more valuable than 200 who only watch 10 seconds.
Consider production quality.
Your Facebook Live event doesn’t have to be broadcast from a mobile phone. Production quality doesn’t have to suffer for you to create an engaging live event. There’s great tools available to make a live broadcast look high quality that won’t break the bank (or you could talk to us at Hook & Blade).
Facebook Live Case Study: BioSpine Institute Surgery Procedures
When your primary product offering is spinal surgery, you’re going to get a lot of questions. We worked with the BioSpine Institute in Tampa to produce two monthly Facebook Live events about various procedures they offer.
In each event, BioSpine’s doctor of physical therapy reviews the procedure, discusses common objections patients have and answers live questions at the end of the session. Throughout the Facebook Live event, the viewer can see various on-screen graphics, video demonstrations and even a video tour of the waiting room and surgery center.
Where did the idea for this content come from? The presentation was already a regular event that BioSpine hosts in-person for prospective patients. The content was adapted slightly to fit the Facebook Live format.
From a technical perspective, the event was produced using an HD camera, full lighting kit and a live production software that allows for multiple cameras, graphics and videos. You can watch the most recent video here.
To find out how we can help you plan and produce a Facebook Live event for your company, contact us today.