A video strategy is critical for any digital marketing plan. Companies who use video have 41% more organic traffic than those that don’t, and videos are predicted to make up more than 80% of all online traffic by 2020. Over 100 million hours of video are watched on Facebook daily. A newer feature on Facebook is Live Video, and these are an even greater way to incorporate video in your social media strategy.
Facebook gives priority to Live Video, so this type of content is pushed into the news feed at greater rates, ultimately creating greater visibility for your Facebook page. Additionally, Live Videos are watched 3X longer, have 10X more comments, and 6X the number of interactions than recorded videos. Videos are shared 1,200% more than text posts and links together.
Since launching a live video strategy in January 2017 for our client Visit Myrtle Beach, our top 10 performing organic posts have all been live videos! The top video had 9,000 reactions, 2,300 comments, 103,000 views and a 6% engagement rate.
Live video develops better customer relationships with your business. In an era of “fake news” Live Video gives real-time, raw, authentic video. Facebook Live is a powerful tool for driving customer interaction, and is great for increasing engagement with viewers, because it is like standard TV but has a 2 way medium for interaction, reaches a broader audience, can be watched across different devices, with the added bonus that people always have their phones with them!
Facebook is constantly changing its algorithm for how posts are ranked, and they are increasingly in favor of the most organic, real content. For example, uploading to Facebook directly from mobile increases reach 5-6 %. Facebook wants to promote people who are out in the real world, doing “real things” i.e. a Facebook Live video.
Now that you know the usefulness of integrating Facebook Live videos, it’s time to start thinking about how you can integrate them into your social media strategy. If you’re unsure of how to use Facebook Live for your business, consider creating tutorials, featuring breaking news, have a regular scheduled program, interviews, behind the scenes looks, sneak peaks, or an Ask Me Anything format.
Facebook Live Best Practices
1. Write a compelling description so your viewers know what the video is about. Many viewers don’t have automatic sound enabled on their device, so even if you are verbally telling them throughout the video, it is also a good idea to explain what you are doing with a written caption. Captions also add SEO value and increase watch time. Also include a few emoji in your caption to give it better organic reach.
2. Include a link in the description to drive traffic to your website.
3. Film for at least 10-15 minutes so you have a broader reach and have time to accumulate a higher live viewer count. You can film for up to 4 hours.
4. Engage with the audience as you are live. Whoever is on camera should respond verbally to comments and questions from the audience. Mention viewers and commenters by name. This will help build a connection with your audience. If you have the manpower, also have someone commenting back and liking comments on the video. If you respond to all comments on the videos in a timely fashion the video will continue to rank high in the newsfeed for the first 24 hours.
5. Ask viewers to subscribe to Live notifications so they will be alerted next time you go live.
Bonus tip: We all know that a post with more engagement ranks better, but did you know that your engagement counts?! If someone leaves a comment, then you “like” it and respond to the comment, it counts as 3 separate engagements even though you are 2/3 of them. This goes for all types of Facebook posts!
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