How your brand can use Facebook Live Stream
Since it was unveiled in early
2016, Facebook’s Live Stream feature has been a popular addition to the platform’s experience.
When I was still heading News5. com.ph, we used it extensively not only to stream our news to our followers but also to cover the entire
2016 elections. We did a Facebook Live
Stream of “PAGBABAGO 2016” from sun up to sun down.
It was great for expanding the reach of our Page and also in engaging our followers. Aside from receiving real-time feedback, we also gained a better understanding of our key audience, which eventually led us to tailor-fit our content to them.
Now, as I’m doing the social media strategy of a multi-billion, globally-recognized company, we have been utilizing the Facebook live stream to showcase the brand and push the audience to sale. We also found out that video posts gain more traction in our page than the usual static content.
So what is it about the Facebook Live Stream that makes it a good compliment to any digital marketing strategy and how can you start adapting it for your business?
Here are three reasons why your brand should be using Facebook’s livestream now:
1. All eyes on you
Digital marketers are always on the lookout for “eyeballs” to their content to increase impressions or visibility of the brand. A live stream is a cost- effective way of getting attention for a content. But make sure the content is compelling and worth the while of your audience.
Remember, video still consumes a lot of date for mobile viewers so unless you’ve got something important or cool to show, maybe park this idea of streaming first.
But once you have the content right, then the rewards are immense. When we did a question and answer live stream in News5, it brought us a 49-percent increase in engagement for that week and a bump of 30,000 new followers.
2. Instant content
Facebook live streams provide instant content for brands since it can be saved and posted as a video after. This is a good addition to existing Page content. I suggest you build a separate playlist for this to organize this content type.
If you weren’t able to get significant viewers during your live stream, just leave it for the mean time as a post. This was what happened to the viral sensation “Chewbacca Mom,” which was originally recorded live, but became viral when the stream stayed on Facebook. It became the most watched live video of 2016, gaining 170 million views by the end of the year.
3. Talk to your audience
How many brands have said, “If only we know what our audience is thinking?” When using Facebook live stream, that question can be answered by the very audience you are thinking of. The interactivity of the platform is one of its best features and offers insights into your followers that are otherwise unavailable, or costly to procure.
Be aware of your audience when doing your stream. Acknowledge them. Greet them. Call them by their name. This is an excellent way of showing a face behind the brand and making them feel important or listened to.
Research shows that a highly engaged audience is most likely to propel future content on the Page to greater heights. So don’t just rest on your laurels, especially if you already have, say, a million likes on Facebook. That is hardly enough to ensure that your content is consumed.
Live streaming is here to stay and so far, it’s free. So what are you waiting for? Don’t be overwhelmed by it, especially if it’s your first time. Have fun at first and then see where it goes.