Platform Crossover: How video changes everything on social media
The growing popularity of Facebook Live
Facebook Live is hot on every Marketer’s lips. Why? Because it is the ability to create content in real-time on a platform that is so widely used. According to social media management tool Hootsuite, the average internet user is spending 1hour 48minutes absorbed in social media activity. Plus considering that 73% of UK internet users are active on Facebook, its live streaming feature is one that is increasingly growing in importance and popularity.
To explain a little further, Facebook Live allows anyone to live stream video content straight onto the platform, providing real time content to its users. Previously Facebook was a place where users shared content that’s historical, but now content content can be shared in the present with live streaming, making the platform dynamics change considerably.
Why businesses use Facebook Live
It is important to explore Facebook Live because it provides the opportunity for real-time conversations. A you’re streaming, viewers can interact by sharing comments and reacting with emoticons. It also requires far less effort in recording and editing than a polished piece of video content. This significantly streamlines the process and removes any post production as content is instant. And on that note, it creates a sense of urgency as people become aware you’re live streaming and quickly click to view before it ends. Facebook is also pushing its live streaming feature aggressively, so anyone following you will currently receive a notification saying ‘you’re live’.
Don’t forget that if you’re doing Facebook live streaming, always ensure you have a goal in mind. Whether it is to drive people to your website, to sign up, etc, give viewers an actionable next step so that the opportunity is not missed.
3 ways to use Facebook Live
Q&A session
A live Q&A session is an excellent way to demonstrate you’re an industry expert by fielding live questions without prompts. It conveys a real impression of authority and gravitas as you’re demonstrating knowledge without preparation or notes (unless you ask for questions beforehand, which you could do). Use this opportunity to invite people to view your live streaming and pose questions, a it’s a great way to drive value and excellent interaction with your audience.
Behind-the-scenes tour
These are a great way to demonstrate authenticity and that ‘special touch’ a you provide exclusive behind-the-scenes action. Whether you have a manufacturing process or a swanky office, give people a glimpse of what happens as it will build a deeper relationship with your audience. The glimpse in ‘how you do business’ creates a feeling of trust and can help break barriers with potential customers, or even strengthen them with existing ones. Regardless, it’s a great way in utilising the Facebook Live streaming feature.
Tutorials and demonstrations
A live demonstration can be an excellent way to share a step-by-step process in delivering a certain end result. Complex instructions can be delivered in an informative and clear format with live streaming, and can also be the perfect way to answer questions as you go through the steps. This allows people to feel empowered and reassured in moving forward with a particular process, because they’re seeing you doing it in real time, with the ability to ask questions as you go along.
One final point is that although we’re talking about live streaming, the video content can be easily saved on your newsfeed, justmake sure you stipulate this post live streaming within the ‘more options’ section. This means the conversation can continue even after the event.
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