IN 2015 FACEBOOK VIDEO AND FACEBOOK LIVE WERE ONLY AVAILABLE TO CELEBRITIES.
But the Facebook floodgates have been opened to the masses, and the kings of social in Silicon Valley have noticed that the content that performs the best is interactive.
Facebook Live enables users to share experiences and opinions in real time, from broadcasting events to friends and family, to connecting a brand to people around the world. Consumers are engaged by events happening in real time, and Facebook has seen that on average people will watch a video more than three times longer if it's live, compared to when it is not. Which might be the best reason to start using the platform.
THE BASICS: HOW TO GET STARTED
To start using Facebook Live, simply click "What's on your mind?" on the top of your News Feed. Select the Live Video icon.
BEST PRACTICES: DO IT RIGHT, DO IT RIGHT NOW.
1. Announce ahead of time when you'll be using Facebook Live: Build anticipation and excitement by letting people know when to tune in.
2. Encourage followers to subscribe so that they get notifications the next time you go live.
3. Don't go live without a point. There should be a rhyme, reason, and strategy behind your Live. Whether you're answering questions, showcasing how to use a new product, or giving a 360 fashion sneak peek, your audience should understand what the broadcast will be about. An engaging and compelling description is a useful tool for this.
4. Shoutout to people in real time with their real names. The more involved you make people feel, the stronger the sense of community you build, and the more likely people are to stick around.
5. Don't go live without a strong connection. People tend to think that using Facebook Live is perfect when they're on-the-go, but a "Broadcast Paused" message can be fatal to the success of your convo.
6. The longer the broadcast the more people you're likely to reach. People will tune in and drop off, but give an audience the opportunity to discover you. Facebook recommends going live for a least five minutes .
7. Be as creative as you can. If you're CEO of a company, host "Office Hours" where entrepreneurs can ask you questions. If you're a lawyer with a great law practice, host "Beyond the Bar," where law students can ask you about life after law school. If you're a fashion brand, take fans on a tour of your factory and show them your best practices. Maybe you're responding to backlash your brand has experienced. There are so many ways to use Facebook Live and connect it to your other social programs. So start throwing ideas at the wall.
WHY IS THIS GOOD FOR YOU BRAND?
Fractured attention spans have made capturing and engaging an online audience incredibly difficult. But Facebook Live is real time feedback. You'll see the number of live viewers, the names of people tuning in, and you can respond to real-time stream of comments. It's as close as you'll come to your audience, and they'll appreciate the effort.
It's putting the humanity back into an online and fabricated "personal" experience. Though you will most likely use strategy, it's showing that there are people behind the machine. There's a reason people tune in longer to real time video-- they want life, personality, and off-the-cuff truth that doesn't come with curated content.