Once of the most valuable things you can do for your audience on social media is teach them how to do something. Free, live educational programming is a great way to position your brand as a thought leader. It also gives your audience a more robust understanding of your product and or services.
For instance, at HubSpot we often post educational content on our Facebook page, like the example below:
By going live, you’re adding an extra level of authenticity and connection. For instance, you might tell readers they can send along questions in real time, and they can watch their questions get answered on-the-fly. The live Q&A format might also help readers feel more engaged than they would with a pre-recorded video.
Additionally, you can save and upload your Live videos for viewers to consume after-the-fact. This enables you to reach a larger audience than you could just through live.
More than ever, consumers want to buy from companies with values. Use a live stream to support your values and raise awareness for the things your care most about.
During the live stream, explain the cause, why it’s important, and how the audience can help. You can even pin a comment to direct your audience to the right place to provide support. Additionally, some qualified Facebook pages will be able to add a Donate button to their live videos on mobile.
During a roundtable livestream the participants could field audience questions, give perspective on industry news, or entertain the audience. Of course, a live roundtable style will take more set-up than others. But, like a TV show, it can become content your audience tunes in for weekly.
Give your audience an exclusive look at what happens behind-the-scenes of your product. Your audience will have a deeper connection to a product or service if they know the process.
Think about what you can share that would be interesting or compelling for your audience to know. This tactic is especially great for brands who pride themselves on transparency.
For instance, take a look at this Dunkin’ Behind-the-Scenes Live video, in which you’ll see a “First store of the future concept”:
The Live video gives viewers the opportunity to deepen their connection to the brand, particularly since the video isn’t especially “polished”, instead showcasing a more authentic side to Dunkin’.
There are over 10M+ groups on Facebook, with 1.4B people using them every month. Consider going live in a group for an exclusive chat with your community. Groups are often smaller and more niche than company pages, so it’s likely the audience is more invested in a topic.
Consider keeping this style of live video very casual. For instance, you could set a discussion topic each week for the audience to ask questions around. Or, ask your group want they want to talk about and program around their interests.
Access to experts in-person is difficult — even before physical distancing. Host an AMA and give your audience access to your businesses’ most knowledgeable employees.
During the live stream, the expert can answer questions on the fly — or consider fielding questions from other social channels and promote a loose agenda.
Want to make a splash with your next product launch? Consider launching it on Facebook Live. This tactic gives your audience incentive to tune in.
Alternatively, you might consider launching your product across all channels and provide a supplementary live stream. Then, during the live stream you can give the audience a first look at the product in action.
For more inspiration, take a look at 13 of the Best Facebook Live Videos We’ve Ever Seen.
Once you have your ideas set, there are best practices to keep in mind. Below are some tips for before, during, and after you go live.
Before your live stream, encourage your audience to tune-in. Do this by notifying them via social media posts and Stories.
In your promotional content, source questions from audience members. This will help guarantee the content you produce is relevant and timely. Next, grab a tripod or prop up your phone in a stabilized place. Check your Internet connection and get ready to start the show.
Pro-tip: Write a compelling description of your live video beforehand. That way there are no spelling or grammar errors.
At the start of your live stream, be sure to build-in time to allow your audience to tune in. If filming on a phone, get the best picture possible and lock the focus and exposure.
Some live stream concepts require the talent to move further away from the phone. In that case, consider purchasing a wireless microphone that plugs into your phone.
Once you’re live, make it conversational and encourage your audience to participate. You can respond to and or pin fan comments. Get more exposure by sharing the live stream in groups or Pages you manage.
Additionally, although your audience isn’t there in person, try to make direct eye contact. Look at the lens and connect with the camera. When it comes to using music in a live stream you need to have the rights to it. Using commercial music without rights can be grounds for removal of your live stream. Try using music from the Sound Collection within Facebook’s Creator Studio.
Facebook recommends going live for at least 15 minutes or longer. But remember, the time limit for a session using the Facebook mobile app is four hours.
After the live stream is complete, save the live video to your camera roll. There will be a prompt once it ends. A great way to repurpose this content is to share it in your Feed, Stories, and even on IGTV. Repurposing a live video into supplementary social content can be even more rewarding.
So why go live on Facebook? It’s a unique content opportunity to help build brand awareness. The real-time, two-way conversations that happen on live also help build relationships.
There are so many options for live streaming so get creative! And don’t forget, you can repurpose live videos across social channels. Adding value for your fans and followers in real time has never been easier.
Originally published May 6, 2020 7:00:00 AM, updated May 06 2020