Digital marketing is no longer a revolutionary concept. Social media marketing, both paid and organic, online content such as blogs or white papers, and even multimedia assets like videos are now becoming commonplace across brands of all industries and sizes. In fact, marketers are now facing the daunting task of not only producing enough content to keep up, but making their materials compelling enough to break through the noise.
“Marketers are now facing the daunting task of not only producing enough content to keep up, but making their materials compelling enough to break through the noise." - Click to tweet
The biggest hurdle of digital marketing, aside from simply getting your content in front of the right eyes, is the task of building a relationship through your content that is truly meaningful to consumers, leaving them feeling inspired to engage. Video, as we have mentioned, is one of the most popular mediums for capturing the attention of potential audiences (and ultimately buyers.) For many organizations, the goal is likely to participate in the video frenzy, but without devoting a considerable budget. A perfect solution to this problem is to create video content using new (and completely free,) tools such as Facebook Live.
Facebook Live, in its simplest form, is described by Forbes as “a feature that offers live-streaming video capabilities to users. By tapping the live stream icon, you can start broadcasting video live from your smartphone, and write an optional description for the event.” The feature provides an instant connection between users and followers, enabling real-time engagement and personalized experiences, two things consumers today crave from brands. Facebook has even stated that “Live videos are totaling six times the interactions of non-Live videos.” So using this tool seems like a no-brainer.
But hold on a second. Did Facebook as a whole just get even harder for marketers to master? Earlier this week Facebook announced the platform’s algorithm would change to favor content shared by users’ friends and family over that of businesses. Facebook CEO Mark Zuckerberg stated, as a response from user feedback, that they wanted to “prioritize posts that spark conversations and meaningful interactions between people” and to “prioritize posts from friends and family over public content.”
“Did Facebook just get even harder for marketers to master?” - Click to tweet
Here’s how one local news station is instructing followers to keep their posts at the top of their feed. Brands should consider promoting a similar tutorial highlighting their own profiles. (Source: ABC Action News)
This announcement impacts marketers greatly, as now the user will have the power to manually dictate whether they would like to see more or less of a certain profile’s posts. Marketers, therefore, must be even more creative and mindful of their Facebook content strategy. Leveraging one of the most effective Facebook tools available to users today, Facebook Live, is the perfect way to draw in audiences and ensure you remain on users’ timelines, even with this new change.
“Leveraging one of the most effective Facebook tools available to users today, Facebook Live, is the perfect way to draw in audiences and ensure you remain on users’ timelines.” - Click to tweet
Here are 5 overall benefits of using Facebook Live:
You can present your audience with current information. Real-time content is invaluable, because it addresses what matters in your consumers’ lives here and now, rather than focusing on what mattered a month ago (or even longer) during the conception phase of your video production. This also allows you to get specific with your video content, rather than determining a broad topic to center your video around that will have a longer expiration date. This gives your brand the appearance of being current and knowledgeable of what is going on in your consumers’ lives at any given moment.
You can create meaningful videos, without the big budget (or team). It’s true, video is proving to be the content consumption channel of choice, but it can undoubtedly be a resource sucker. Facebook Live relieves the monetary and bandwidth restraints by enabling brands to use what they already have on hand to put on a live stream. By nature, streams like those produced using Facebook Live are expected to be raw, real, and generally low in production value. Not only is it expected, but it is actually preferred by viewers. Anything less on this medium would come off as disingenuous.
It opens up the opportunity for personalized interactions. Conducting a live Q&A, responding to real-time comments, or even just speaking in such a way that makes the audience members feel as though you are speaking directly to them goes a long way in creating a positive, personalized experience for your followers.
Enables instant feedback from your audience. Give your audience the opportunity to impact future topics, or even lead your live conversation (though you don’t want to let things go astray, stay on course as much as you can but empower viewers to have a voice.)
Get smarter with measurable results. Facebook Live gives marketers the luxury of instant answers when it comes to viewer engagement. As the stream is running, you can see the exact number of viewers at any given moment, and all the comments, likes and shares that are taking place. After the video concludes, you can view total unique views, total minutes viewed, and more.
“Facebook Live relieves the monetary and bandwidth restraints by enabling brands to use what they already have on hand to put on a live stream.” - Click to tweet
Facebook Live Insights (Source)
Now that you know why Facebook Live is so beneficial for brands like yours, here are 3 tactics you can insert into your Facebook Live strategy to boost your brand’s awareness:
Be strategic when it comes to your guests. Consumers are more likely to tune into your live stream if you have guests that pique their interest. Use this platform to:
Partner with influencers or micro-influencers who will promote your live events, bringing their following over to your Facebook page and adding to your viewership, ideally resulting in new leads for your company.
Bring on industry experts who can provide unique and high value insights.
Involve your customers (especially your top brand advocates!)
Get creative (and personal) with your content. Use Facebook Live as a platform for your brand’s unique voice, and show viewers a side of you they may not see just from looking through your website. This will give them a reason to keep tuning in for future videos.
Give a behind-the-scenes look into your office life, special events, video shoots, and more to make audiences feel like they are getting a glimpse into the way you and your company conduct business.
Address any frequent questions, comments, or concerns to easily educate your customers or put their minds at ease.
Include your followers in special milestones such as a big company anniversary, customer landmark, or new product launch so they can join in on the celebration.
Be consistent. Giving followers a general idea of what they can expect from your video strategy, both when it comes to your content and the timing of your live streams, builds a sense of trust.
Have you successfully used Facebook Live at your company? What do you think of the newly announced Facebook algorithm changes? Let us know in the comments!