Looking to cut through the advertising clutter and authentically connect with your audience? Break through the fourth wall and meet viewers where they are online with Facebook Live! Facebook Live gives viewers a personalized, behind-the-scenes look into the broadcaster’s world. Live video is also watched three times longer than pre-recorded video, and it receives ten times more engagement, according to Facebook.
Learn more about Facebook’s powerful, popular live streaming tool with our guide below.
Facebook users and brand pages can share live videos with followers and friends with Facebook Live. Users can also watch livestream videos by clicking “Live Video” under the “Explore” tab on the Facebook Newsfeed.
Facebook Live broadcasters can go live from their Newsfeed on both desktop and mobile, and can film for up to four hours.
Livestreaming provides an unprecedented level of access for viewers, allowing them to interact with broadcasters in real time. Viewers can comment and react to livestreams at the bottom of the broadcasting screen; broadcasters can then respond within the comments section or in the video.
It is best practice to acknowledge the presence of individual viewers and engage with their questions or comments as they appear. Answer the most relevant comments and “like” (or react to) others.
Go live anytime!
Livestreams are most successful when there is a clear reason why you’re asking viewers to tune in. Be sure to stress your video’s hook of why it’s relevant today. If the content isn’t timely or can be found elsewhere, there is little reason for people to engage.
Livestream videos will appear both in followers’ Newsfeeds and on the broadcaster’s Facebook page. Facebook’s algorithm prioritizes live video over recorded video, meaning that Facebook Lives are pushed to the top of viewers’ Newsfeeds to maximize views.
If users recently interacted with a Facebook page or liked a page, they will likely get a notification when that page goes live. Viewers can also click “Live Subscribe” on previous Live videos to be alerted about future livestreams.
Facebook Lives can also be watched after the fact on the broadcaster’s Facebook page. Like any other post, you can remove the video at any time. You can also re-purpose livestream videos and use them across your social channels.
In a world dominated by overt branding and sales messaging, today’s audiences respond best to authentic creative. Like with live TV, Facebook Live’s immediacy creates a sense that anything can happen, even if the piece is entirely scripted. Playing into this authenticity is key to maintaining viewers and distinguishing your livestream from the plethora of other videos on Facebook.
The time limit of livestreaming also fosters a sense of urgency among viewers, encouraging them to tune in now to access key information, engage with your organization, and experience new content firsthand. Coupled with social promotion prior to the live stream, this sense of urgency can help drive audiences to your post.
As mentioned above, Facebook Lives provide a platform for brands to directly engage with key stakeholders. This community engagement is central in building brand trust and reputation.
The simplest way to go Live is by broadcasting from within the Facebook app.
Click “start a new post” at the top of your Newsfeed and select “Live Video” from the drop down options to launch the Live interface. You can add a description to your livestream and select the audience before going live. Press record to begin your broadcast, watch the three-second countdown, and start shooting!
The most successful Facebook Lives have a tight run of show, so we highly recommend developing a detailed script and strategy prior to your livestream. Leave little to chance by prepping talent and rehearsing ahead of time, and continually looping back to the objective of the video.
For additional tips, check out Facebook Live’s website here.
With this guide, you will be on our way to becoming a Facebook Live master!