Video has been a crucial tool in any marketer’s toolkit for quite some time now, arguably since YouTube launched.
Video captures our attention through sounds, colours, and movements. No other media can trigger so many emotions in just a few seconds. Platforms such as Snapchat, Periscope, or YouTube Live let business owners tap into our love of video.
Nowadays many companies look at Facebook Live as a new way of capturing the audience’s attention; however, there are still some people not sure what to do with it. New things can be scary, I get that. You try to put a structure on something but there are so many unknowns: How do I start? Am I doing it right? Is it worth my time and money?
Regardless of your company size or the industry you work in, my answer is always: just give it a go. That’s my mantra. I regularly suggest something different to our clients, it’s part of the discovery process: testing, tweaking, and changing. Being so dynamic and flexible, video gives us space in which to experiment. The Old Spice dude proved that. “Will It Blend?” proved that. After all, who would predict people would become addicted to close-up cooking demos or heavy-duty blenders?
According to Facebook’s January 2016 stats, “people now watch over 100 million hours of video on Facebook each day”. Easy and user-friendly, Facebook Live is the built-in app feature that allows brands to offer their customers an instant insight into their culture. All you need is a smartphone with an Internet connection to go live from wherever you are, creating space for real-time conversations with the community, and allowing marketers to have personal and genuine interaction. Live broadcasting channels both personality and voice. And with this social media giant putting the huge focus on video content and video features across the platform, you can be fairly sure it won’t go away anytime soon.
To help you jump into live broadcasting, here are 3 ways you can use Facebook Live to your business’s advantage and engage with your current and future fans and customers:
You can invite the audience to join your exclusive events and on-site shows. From a product launch to a showroom tour to an online workshop, you can stream live how-to product sessions, present hands-on demos, or even teach people how to tap into new features and add-ons. With streams being automatically saved as Facebook videos, content remains accessible to the public, which allows you to analyse its performance and follow up with new content and updates. For example, in February Dunkin' Donuts offered fans a tour of the donut-licious kitchen, which ended with the construction of a donut-based wedding tower. The video has received 37,000 views to date and was shared over 500 times since February.
Previews and exclusive peeks are always in demand. They are a perfect way to humanise the brand by introducing staff, volunteers, or even customers themselves. Offering behind-the-scenes content is likely to attract your fans’ attention and generate buzz around product news. Tough Mudder, an endurance event series, uses Facebook Live streams to offer their community a unique insight into their events and training sessions. They also interview the on-site participants and follow their attendees while promoting their services in a subtle way. All these activities aim at engaging the fan base and offering newcomers a taste of what they are signing up for.
Thanks to its structure, Facebook Live can act as a great Q&A platform. Brand specialists, customer service members or special guests can address fans’ questions in real time, offer exclusive insights or even share hacks and tips on such topics as recruitment, internship, and student guidance. Facebook CEO Mark Zuckerberg did his first Live Q&A on Facebook in June to start a dialogue with the Facebook community, opening a new channel to connect with the app users. The show enabled Zuckerberg to address numerous users’ questions posted on the go, adding a sense of genuine presence to the whole experience. The video has been viewed almost 9.5m times since 14 June.
Facebook Live helps you break the 4th wall and you could definitely take advantage of that. Still looking for more ideas? Make sure to check https://www.facebook.com/livemap for live streams from around the world.
Are you looking for ways to make social media work for your business? If you would like us to evaluate your social media activities and help you build strong social media presence, don’t hesitate to get in touch with us at firstname.lastname@example.org.