Ramping up your video content strategy? You’re in good company. Facebook has been steadily doubling down on video, rolling out new features and testing others, all with the end goal of encouraging users to interact more on the platform. But with video watching, interaction with others can be tricky—it’s one of the more “solo” things we do online.
That’s where Facebook’s recent “acqui-hire” of Vidpresso comes in. The Utah-based startup has provided top-notch interactive broadcast technology to big clients like Nasdaq and Buzzfeed, allowing them to live stream video across multiple outlets and incorporate social polls, comments, graphics, and reactions.
For Facebook, the technology is the perfect way to improve the experience of Facebook Live streaming videos. For businesses and content creators like you, it’s a great way to get your hands on tech that will help boost engagement and create more polished, interactive experiences for your customers.
Here’s a closer look at what this tech means for your social strategy and how you can evolve your video content to leverage it.
Facebook’s Upward Video Trend… So Far
First, let’s look at the current state of video on Facebook.
- This summer, Facebook rolled out the Watch Party feature to all Groups, which allows users to watch videos together and participate in comments and reactions in real time. It adds a social element borrowed from Twitch—“you don’t just watch [on Twitch], you’re a part of the show”—that, in Facebook’s words, will create “new ways to bring people together around video, create connections, and ignite conversations.”
- Facebook also started testing Premieres this year, another Twitch-y concept that anyone currently creating video content should keep an eye out for. It allows content creators to air prerecorded videos as live events. Consider that for a second: You’d be able to use uploaded videos you’ve put a bit more production effort into and enjoy the interactions of live videos (a bonus we’ll touch on in the next section).
It’s also putting more effort into the Watch tab, which launched in 2017. This is an all-video page where you can see videos from any account you follow. Adding original shows from big-time producers and exclusive shows from publishers such as Mike Rowe, the NBA, and Billboard may or may not be a direct compete with Amazon and Netflix, but one thing’s for sure: It will add a lot more variety and exclusivity to Watch.
You might notice a trend toward streaming videos. It all loops back to Facebook’s mission to bring more social interaction to the platform—and live video does just that.
LIVE VIDEOS CAN YIELD BETTER RESULTS—AND THEY’RE ABOUT TO GET BETTER
We’re consuming more video than ever, but how can platforms and creators leverage that rapt attention to achieve higher engagement metrics? By using live video to create more of a virtual watercooler vibe.
Some experiments have shown Facebook Live videos get far better reactions, comments, and shares than uploaded videos. In some cases, they get up to six times as many interactions as traditional videos.
For businesses using Facebook, these are the kind of measurable results that make social efforts pay off. For your customers, they’re the kind of experiences that provide real value and the social interaction they’re online to find.
How Vidpresso’s Tech Will Help Improve Facebook Live
Vidpresso’s technology has allowed broadcasters to display high-quality graphics such as lower-thirds, social polls and comments, and other interactions on-screen during a broadcast. It effectively merges two titans of media consumption—our device screens and our TV screens—to create really immersive, interactive viewing experiences.
Vidpresso emphasizes that Facebook will now be able to “put these tools in the hands of creators, so they can focus on their content, and have it look great, without spending lots of time or money to do so.” Suddenly a simple unboxing video can gain a lot more momentum and interest when it’s fueled by questions and comments from viewers that you can address in real time.
If you’re not already leveraging Live video as part of your social strategy, it’s a good time to start tailoring your video content to use this new tech. So, what kind of live videos should you try—and who do you need to help you create them?
TIPS FOR EVOLVING YOUR VIDEO STRATEGY
We know many people are more apt to watch a video than read an article. Well, they’re also more apt to watch live video longer than other video—sometimes, up to three times longer. That’s an impressive difference!
Come up with authentic, compelling concepts for live video to get them watching in the first place. The Vidpresso tech will then help you broadcast polished, professional-looking videos.
You might try…
- Opening a discussion. Take a piece of high-performing content you’ve published that’s garnered some comments and shares and open the floor for others to chime in, add their expertise, or ask questions.
- Airing a big announcement. Have a launch or some breaking news? Live videos are a great way to build hype.
- Giving a subset of your audience—say, VIPs or subscribers—exclusive content.
- Hosting a Q&A or an interview with a KOL or internal expert. If you’re doing any cross-promotion or affiliate marketing, this is a good chance for some joint marketing or a dual onscreen interview with a guest (thanks to the picture-in-picture [PIP] option).
- Addressing recent comments, questions, or issues. Live video feels more personable and accessible than uploaded content. Use this to your advantage when you want to add a human touch to a situation.
- Demonstrating your product. Or walking through a new facility, your new restaurant, a property that’s for sale—anything or anyplace you want to show off.
- Broadcasting a big event. Let viewers feel they’re not missing out by live broadcasting a special event in person.
- Offering on-brand advice, tips, or tutorials. Sometimes indirectly marketing yourself with a soft sell can build more loyalty. Create a discussion about something related to your business or product and share some expertise.
If you don’t have video capabilities in-house, no problem. Skilled freelancers are excellent resources to help you quickly scale your video production and social media. They can help plan and schedule video broadcasts; mediate groups, promote posts, and respond to comments; and help create graphics, intro cards, and audio.