Facebook Live is the promising new marketing tool for business owners. It’s simple – you, on camera, broadcasting live about anything related to your business while Facebook users come along for the ride!
It’s a slick tool because it uses the popularity of video with the appeal of a live show, and followers are showing up in large numbers. The technology uses your smartphone and Facebook app to allow you to go live and also at the same time record anything you want to talk about.
With an ounce of creativity, you can turn your entrepreneurial spirit into a show or periodic event that draws Facebook users. Celebrities and public figures who tried Facebook Live when it first went live in August 2015 have given it credibility which was Facebook’s intent. Now, anyone can use the Live broadcast on their Facebook page, and the big benefit for Facebook marketers is this: users will get newsfeed alerts and push notification alerts about a page they follow going live!
How should you use Facebook Live video?
Here are some great ideas of how you can use Facebook Live video in your business:
- Have a team member with you as you show off your product and discuss new features or demo a setup.
- Give a mini-tour of your location like Mark Zuckerberg did here with his first Live post. He had one goal, to show everyone the Facebook office, including his own desk. The post is under four minutes and shows off the open layout of the office and why staff like it. People really like “behind the scenes” access!
- Give viewers a taste of what it’s like to be you, like Lindsey Vonn, the American skier. She skis downhill in New Zealand while she tries out Facebook Live. She bravely experiments with the camera, making anyone feel like they could do it themselves. Here’s a link to lots of videos by many celebs and their Live posts. Just scroll down to find Lindsey’s, or check out the other videos as you go.
- Stream a conference or seminar live, or give a weekly short tip for using your product well, etc.
A great feature of Facebook Live is that it automatically gets posted to your Timeline after broadcasting live and becomes part of the archive as a recorded video post. You can organize it so viewers can go to your page and choose – by title and description – what they want to see.
Mari Smith, the Facebook marketing expert, says that users crave authenticity and Facebook Live provides that human interaction and connection. Viewers get to see you and interact with you – you can see who is entering your broadcast and read their comments while you’re Live. It’s an experience, and viewers enjoy tuning in to a real person who walks and talks. Does it help sales? It can! It builds trust and when done well can build credibility and answer questions potential buyers have. It’s not direct sales but it can lead to sales.
Here are a few of Facebook Live’s features:
- It broadcasts in High Definition within a few minutes of starting the show
- It’s a square format so you can turn your phone/camera sideways and the picture will go with it as opposed to remaining sideways for users
- You can see names and comments of everyone joining in while you are Live, and you can comment while they can share social feedback
- Viewers can tap the Subscribe button to get notified the next time you go Live
The opportunities are endless for what you do on your broadcast, and you might learn best by watching other Facebook Live videos by business owners. But here are a few ideas: do an interview, announce a new product, show how your product is made or how it works, talk to customers, and give a behind-the-scenes tour.
One advantage of Facebook is the built-in audience. If you have a Facebook page, you have friends and followers. You can open that up to the millions of potential followers on Facebook by going public with the broadcast. Since Facebook gives precedence to live video in the newsfeed, it’s an important tool to try to best reach the majority of your audience.
Tips to make your Facebook Live broadcast feel professional
- Plan your broadcast and write an outline to follow so you stay on topic and on time
- Write a compelling title. It’s the first thing people will see so draw them in with a strong title
- Speak clear and loud or use a microphone
- Respond to comments during or after the show
- End with a call to action
Once you’re video is on your wall you can edit it, choose a complementary thumbnail and add one of Facebook’s call to actions.
If you’re skeptical, think of it as an experiment. Test your ideas and showcase what you are passionate about in your business or your personal life. Try a weekly message for several weeks and review the numbers to see if you’re getting more exposure and more followers. Facebook Live is just the newest in a toolbox of marketing ideas, and it’s an easy way to break into the upward trend of video popularity.
Invest a little time and enthusiasm – you could reap a big reward.