It seems like every month Facebook releases a new feature, which enhances the user experience and keeps people within their platform. One of the more recent announcements was about Facebook Live and its capabilities within the Facebook mobile app. To save you time and mental energy, we’re here to break down Facebook Live so you understand what it is, how to use it, and how it can positively impact your small business. Let’s get started!
What is Facebook Live?
At its core, Facebook Live is a real-time video streaming service within Facebook. With the rising popularity of video across all social media platforms, it should come as no surprise that Facebook has embraced video and is attempting to create the preeminent video platform. Facebook Live allows users to stream live video to their friends and followers. Streams can run up to 90 minutes in length and can be restricted to certain groups requiring an invitation from the creator. A novel feature is that videos are automatically stored in the creator’s timeline, which builds a virtual video library for friends and followers. However, the creator does have the ability to delete stored videos at their discretion. This compilation of videos is in stark contrast to SnapChat, where snaps are only available in the moment and instantly disappear once viewed. Currently, Facebook Live is available on iPhones and Androids, but has ambitions of being rolled out globally this year.
Below is a step-by-step guide to using Facebook Live:
- Open your Facebook mobile app and go to the status bar as if you are going to submit an update. In the bottom right corner, there is a human icon, which starts a live stream.
- Once pushed, you can add a description or headline of sorts to explain what your video is about. You may also select your video’s audience at this stage.
- After that, it’s go-time. Start your video and push the finish button when you’re ready to end the stream.
Image via Time
- Be prepared to see likes, reactions, and comments populate the bottom of your video stream while you’re live. Viewers have the ability to communicate with you while streaming and they love when you connect with them in the moment.
- When you are finished, your video will be stored in your timeline for your followers to view at their convenience.
What does it mean for your small business?
You know the phrase, “Content is king”? Well, there’s a new king in town and its name is video. As mentioned before, video is popping up everywhere and people are watching 100 million hours of video per day on Facebook alone! As a small business, this is your opportunity to embrace video and gain market share in your industry. Facebook Live offers another social platform in which you can share snippets of your business with your audience. Whether it’s a behind-the-scenes look of your business operations or a mini-tutorial about your industry, make use of Facebook Live to engage your audience and generate real-time conversations.
Along with sharing a real view of your business or life, Facebook Live offers the ability for users to engage with you live, and comment and reach to your video in the moment. Capitalizing on this real-time interaction can help you further connect with your audience and keep them coming back for more.
Are you apprehensive about using video as part of your business strategy? Here our summary of Facebook’s top tips for maximizing your Facebook Live popularity and interactions:
Give advance notice – Tell people when you’re going to stream. Giving people the opportunity to plan and schedule your video into their day will help grow your viewership.
Make sure you have a strong connection – Being connected to a reliable Wi-Fi network is essential to having a seamless and uninterrupted video experience. No one will watch a scratchy or disrupted video.
Add a persuasive description – How will people know if they want to watch your stream? Provide a clear and succinct description about the upcoming video to pique people’s interest and entice them to watch.
Convert viewers to followers & ask them to opt-in – People need instructions. Ask them to subscribe to your feed, if they aren’t already, and to select the opt-in option so they’ll be notified the next time you go live. It’s important to have a Call to Action (CTA) within any interaction with potential or existing customers, and this is the appropriate place to ask something of your audience.
Mention viewers by name and respond to them – Welcome people to the stream by mentioning them by name and responding in real-time, just as you would in a conversation. This type of engagement is unique and makes viewers feel even more attached to the experience and you because they’re being acknowledged personally.
Longer videos for the win – Contrary to popular belief, longer streams gather more viewers and have a broader reach than short streams. Facebook recommends streaming for 10 minutes or more for greater audience reach.
Try different kinds of videos and stream, stream, stream – Be creative with your types of content and video. Dabble with different views of your world, topics, and delivery methods, and see how your audience responds. Also, frequent streaming keeps your business top-of-mind, so start building up your video content for your social media editorial calendar.
As always, Facebook is continually innovating and new features are set to launch later this year. Keep these best practices in mind, but be on the lookout for further updates to Facebook Live and its capabilities. It’s an exciting time to be a small business as there are so many media outlets to share about your business and increase awareness for little to no cost. Will you integrate Facebook Live into your small business social media strategy? Tell us in the comments below.