Good for your brand page? Good for engagement? Not necessarily both. Facebook's new News Feed algorithm puts more emphasis on livestreaming. Yes, sigh, Buzzfeed got 800,000 live viewers for exploding a watermelon with rubber bands during a Facebook Live session. What is a normal experience for most brands?
A recent Poynter Institute experiment with Live posts and non-Live posts showed a vast difference in Reach and Engagement.
Poynter’s live video of Corey Lewandowski accepting a CNN position reached more than 6,000 users for every engagement. Another top article post on changes to the Associated Press Stylebook only reached 36.
Poynter then looked at the post clicks and engagements these two posts received. The post linking to the Stylebook article had 7,851 post clicks — almost 40 times more than the Lewandowski live video.
Best Practices for Facebook Live
We want to achieve both Reach and Engagement with our published posts on Facebook. So while the goal of this new feature is to increase brand awareness by having Facebook deliver Reach to a wider audience, engagement is not automatic. That’s on you to create a great experience and make the engagement happen.
Here are some best practices for a good Facebook Live experience:
- Pre-announcement for Facebook Live post: Let your audience know when and what is coming. Write a compelling description before going live, then broadcast for at least 8-10 minutes. You can go live for up to 90 minutes.
- Check your connection: Wait for a strong signal/WiFi. Create a seamless experience.
- Questions and comments during a session: Actively engagement with the audience during the session. Answer questions, affirm statements and ask follow up questions.
- Major events or product Q&A: Pick your spots. Align with an event or discuss a product or product launch during your Facebook Live session.
- Behind the scenes: Some news organizations broadcast during breaks and commercials. Show your fans unique “behind the scenes” content.
- Call out to your audience to tap the Follow button, and opt-in to get notifications of upcoming Facebook Live broadcasts
Great Example of Facebook Live
Facebook has come out with new features including filters and the ability to doodle while going live. This is clearly targeted at users who do these things on Snapchat. Facebook has also suggested the ability to add multiple users who can tag-team and share a live broadcast. This is supposed to roll out in August.
What’s a good example or case study of Facebook Live? Check out Gettysburg National Military Park, which did a great job with the recent anniversary of the 1863 battle. Remember that your session must be compelling, unique and informative.