How to use Facebook Live in your marketing strategy?

For introverts, this is probably the news you’ve been dreading, but Facebook Live can no longer be ignored. This live video feature provides a great opportunity for B2B or B2C businesses who want to reach more customers online. How does it work and especially how to be successful on Facebook Live to set up an effective marketing strategy?

What is Facebook Live?

Facebook Live is a feature on Facebook that allows you to broadcast live video to your Page and interact with your followers in real time. Launched in 2016, it aims to compete with Periscope, YouTube as well as other platforms where users can go to watch live video.

Since its debut in 2016, live video has exploded in popularity. 82% of people would prefer live video than reading social messages. It helps in building a more authentic and valuable relationship with the audience. And it’s no secret that live streaming has grown strongly. The total number of hours watched on the main streaming platforms actually increased by 99% between 2019 and 2020. On Facebook exclusively, one in five videos on Facebook are live. (Source: HubSpot)

Since then, the social network has made great strides in developing its marketing strategy with Facebook constantly rolling out new features to help you push your message even further.

It’s incredibly easy! You can stream video from a mobile device or computer (you’ll need to verify your business page on the computer). In cases:

  • Click on the Live/Go Live icon (depending on the device you are using)
  • Give your content a compelling title. You are ready to go and broadcast live to your customers.

During live, you’ll be able to see how many people are watching videos, reading comments posted, and viewing reaction icons.

Once you do, the video is saved to your timeline and is available to watch like any other video. It has continued importance in both the Facebook environment and other social media: those who missed the live stream can catch up later and you can tweet it or include it in your blog to increase its visibility.

Going live doesn’t require any special equipment, expensive microphones or cameras, or even a professional looking studio. It is accessible to almost everyone with a Facebook account and a smartphone. Of course, there are many factors you need to consider when using Facebook Live for your business.

Plan your Facebook Live

Like any other event, you’ll need to plan an editorial calendar and know in advance what you’re going to talk about. To do this, ask yourself the right questions:

  • What is the purpose of this event?
  • What is your call to action after the video?

You’ll need to write a basic script, like creating a call frame, to know exactly what you’re going to say.

Create an Editorial Calendar

Facebook Live videos certainly require less planning and editing than YouTube videos, but that doesn’t mean you should completely neglect the planning aspect. If possible, create a regular schedule so your followers know when to expect videos. Also, advertise in advance to drive engagement on Facebook. By talking a few days before the live video goes live, it gives you the opportunity to generate interest instead of just going live and expecting people to come.

How can you describe your live stream?

  • Create Facebook events for the stream;
  • advertise on All social networks (not just on Facebook!);
  • use a messenger bot;
  • Involve users with polls and other interactive features.

position your brand

The key to a successful Facebook Live video is being able to break down your brand in a nutshell. Your video strategy should include weekly livestreams on your Facebook page in order to boost your brand positioning and get to know, like and trust your audience.

Even when you’re not selling something, live video like this helps emphasize your personality in your personal brand.

to be honest

This means that you need to be true to your industry, your audience, and your company’s brand identity if you want to be successful on Facebook Live. Authenticity is one of the keys to getting there. Many studies agree that up to 80% of people say authenticity is a primary factor when deciding to follow a brand. People will watch Facebook live streams because they like your brand’s view of the world. Do not deviate from this objective at the risk of losing the audience.

Interact with fans and mention them by name

The number of comments on your video is another way Facebook gives it a high relevance score, which increases the chances of it showing up on followers’ News Feeds. So encourage your viewers to comment on the videos and interact with the people who comment by answering their questions and calling them by name. Not only will this get more people to comment, but it’s also a fun way to engage your audience in the live experience. This is also a good trick to make them last longer.

Encourage them to like and share the video

Remember that Facebook’s algorithm ranks a post based on the number of people who have liked and shared it. The more people who like and share your live video on Facebook, the more it will appear in followers’ newsfeeds.

But while watching videos, they can get quite distracted and forget to like and share that type of content over text or photos. In such a situation, apart from answering their questions, call them by name, encourage them to like and share the video.

be clear

When it comes to the content of a live video, stick to a theme and think about structuring it well. Simple and precise content will help to grab the attention of your viewers throughout the video.

And don’t think that you have to sit in front of the camera all the time. A few small interruptions like sharing your screen or including slides in your live video can be a great way to help your audience see you live.

That’s why content marketing focuses not only on blog articles, or even simple publications on social networks. Video, especially live video on Facebook Live, is also considered effective digital marketing material. Videos on Facebook Live can drive significant engagement and raise awareness for your business.

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