Are you on Facebook Live?

It can be a constant battle keeping up with the change in the social media landscape. Platforms compete for users by adding new features on what seems like a weekly rotation. The king of social media reinvention (or appropriation), Facebook recently made Facebook Live, a live-streaming feature available to the public. Originally a feature limited to celebrities, Facebook Live lets users share real-time video with their followers. It’s no surprise that this feature has exploded since its launch in April, rivaling Periscope and Snapchat. People are using it to announce news, broadcast events and even share excitement for a new Chewbacca mask!

Candace Payne, (aka Chewbacca Mom) became an instant sensation when she Facebook Lived her purchase of a Chewbacca mask. Her video has accumulated 159 million views, 2 million reactions, 244 comments and 3.3 million shares. Her video has catapulted her to fame, leading to an appearance on the Late, Late Show once the video became a hit, and she has leveraged her newfound fame into singing. She made her Grand Ole Opry debut with singer/songwriter Dylan Scott, thanks to a video of her singing Michael Jackson’s “Heal the World”.
 

 
If you’re a business owner, you’re probably wondering, “How can I use this new feature to promote my brand?” Recently, we used Facebook Live for our client Goodwill San Antonio to do a “Summer Wardrobe Essentials” live broadcast.  The video reached 9,437 people, received more than 3,200 views, 122 reactions, 17 shares and 48 comments. Think about what that kind of engagement could mean for your business.
Before we go into how to use Facebook Live, remember that, just like any other type of video, you need to have a concept that will grab someone’s attention. Possible ideas for Facebook Live videos include:

• Announcing exciting news
• Promoting a product or service
• Broadcasting special events
• Answering questions about your business
• Doing an interview

Once you have a concept down, start mapping out how you want the video to flow, how long it will last (90 minutes is the max), how many people you will need (a cameraman, a person answering Facebook comments, talent, etc.) and if you want to broadcast to the public or just your followers. Now with Facebook Live Map, your broadcast can reach people in other countries. Finally, you need a tablet or iPad in good condition and a strong Wi-Fi connection! A weak signal can lead to grainy video, and might make your viewers tune out.

After you’ve planned out everything, you’ll need to create buzz for your video. Make an announcement that you’ll be going live by sending a regular Facebook post with a description of the video, time of broadcast, any related hashtags and a photo of your setup. Use your other social media accounts to alert people of your Facebook Live and provide the link to your page.
After you’ve planned out everything, you’ll need to create buzz for your video. Make an announcement that you’ll be going live by sending a regular Facebook post with a description of the video, time of broadcast, any related hashtags and a photo of your setup. Use your other social media accounts to alert people of your Facebook Live and provide the link to your page.

Just remember to have fun with Facebook Live! You want your content to be relatable, unique and fun. Now that you know the basics of Facebook Live, go out and try it!
Written by Randy Estevanes, the Marketing/PR Account Coordinator with the Communications team at esd & associates, specializing in social media management and public relations