In the last 12 months there has been a real shift in what marketers have been doing to grow social media audiences and also avoid the erosion that naturally occurs. With all the major social networks focusing on increasing and developing their revenue streams, it has become harder than ever to simply keep putting out content, even if it is awesome content, in order to get high organic reach, but it’s still possible.
In 2016, our challenge as marketers is not to convince an organisation of their need to be on social media. According to ComScore earlier in 2016, 1 in every 5 minutes spent online is on social media; if that’s where your customers are, that’s where you must be. For me, the two main challenges for any brand are coming up with original content and the visibility of that content.
Most people are aware that Facebook posts that include an image get double the comments and reach of a text only post, and that a video post gets still more. However, were you aware that people spend three times longer watching live video compared to video that’s not live, according to Facebook’s own newsroom?
Live is a great way to interact with viewers in real time. You can field their burning questions, hear what’s on their mind and check out their Live Reactions to gauge how your broadcast is going.
Top Tips for using Facebook live:
Tell people ahead of time when you’re going to broadcast
Build anticipation by letting people know when you’ll be broadcasting live.
Go live when you have a strong connection
Check to make sure that you have a strong signal before going live. WiFi tends to work best, but if you can’t find a nearby network, you’ll want a 4G connection. If you have weak signal, the ‘Go Live’ button will be greyed out.
Write a compelling description before going live
A great description will capture fans’ attention and help them understand what your broadcast is about.
Ask your viewers to follow you and receive notifications when you go live
Call out that your audience can tap on the Follow button on live videos and videos that were live and then opt-in to get notifications the next time you go live.
Say hello to commenters by name and to respond to their comments
Your audience will be thrilled to hear you mention their name and answer their questions when you are live.
Broadcast for longer periods of time to reach more people
The longer you broadcast, the more likely people are to discover and invite their friends on Facebook to watch the video. Facebook recommend that you go live for at least 10 minutes, and you can stay live for up to 90 minutes.
Be creative and go live often!
Try different types of broadcasts – and go live frequently – to keep your audience engaged.
Top Top Tip – Don’t go into a broadcast without a plan — know what you want to do in the video, whether it’s a few key talking points or to have a few questions ready ahead of time in a Q&A, in case the comments slow down.
Most of all, have fun and be authentic. : )