We recently published a post on how to improve your Facebook marketing strategy, and Facebook Live was one of the key ingredients as Facebook's algorithms prioritize live broadcasts over other post types in users' feeds.
There are many tips and tricks out there, but we recognize that probably the biggest issue that you or anyone else will face is actually going out there and doing it. You will see that many of the experts, and even Zuckerberg himself, say that Facebook Live is great because it’s ‘unfiltered and personal’; that it’s authentic and real. But saying it is one thing – doing it is quite another, and we are just as nervous as the rest of you.
With that in mind, we've created a five-step guide to help you get started with your first live broadcast:
Step One: Have a practice run
Understandably, it’s a good idea to practice with a 5 min video before you start. You can go live just to yourself or to a friend and get a feel for what works. Just replaying how you act or sound in front of a camera will help you adjust and pick up on lots of things you need to do next time. Being comfortable is very important so don’t over-extend yourself. If you’ve got a bit of freedom on the topic you choose, perhaps you could engage in an activity you’re passionate about? Remember, the more genuine you can be the more empathy you’ll evoke from your viewers.
Step Two: Consider using selfie-stick, and have a contingency plan for British weather
We believe using selfie-stick helps to keep the stability good, but after a few practice runs, you’ll see if you feel comfortable with it. With a good connection speed on their mobile device (and advanced streaming technology provided by FB), your audience shouldn’t have any issues with interruptions or picture quality. The only problem might be if you are filming outdoors or in a crowded space where background noise is an issue. Always have a contingency plan if, for instance, the weather is miserable.
Step Three: No script is required, but plan the structure
Spontaneity is great, but don’t be completely unprepared. Think about where you’ll be, whom you’ll talk to, and who you might feed off regarding conversation or energy. You shouldn’t script what you’re going to say, but that doesn’t mean you can’t have a framework for what you should talk about, what you should video and how long each segment might take. Also, keep reminding viewers about who you are and what you’re doing so that those who’ve just tuned in can catch up. Maybe add little summary descriptions in the comments thread too.
Step Four: Be authentic
Don’t set out to do something crazy or be something you’re not; people will naturally see through that. Be yourself. In addition to focusing the camera on you, let the viewers enjoy some of the atmospheres of what’s happening around you. However, visuals should still have audio commentary alongside, so keep updating and explaining what’s going on.
Step Five: Follow up
As well as reviewing how you got on and what you learned, respond to the comments in the thread to take advantage of the engagement. If you’re going solo on this, you might even schedule a live Q&A session to interact directly with the audience. If you’re lucky, there may even be some inspiration for new live video broadcasts.
Remember to analyze the metrics, particularly the retention to get an idea of when and for how long your audience was engaged. Finally, create a strategy for the next live broadcasts based on the learnings. Continuity is the key for building an audience and increasing engagement
We'll ask some of our partners to test live broadcasting with us, and we’ll come back with a review post in a couple of weeks to see what insights we can add from experience.