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Facebook Live: what it is, how to see it and use it

In recent years, the live video in social networks it has become one of the favorite formats of users, and of course Facebook had to join this trend. Your streaming platform, Facebook Live, offers brands a very powerful tool to generate engagement and connect with the audience. In this guide we are going to see what it is, how it works and what it can contribute to your marketing.

What is Facebook Live?

Facebook Live is a facebook streaming tool that allows live videos to be broadcast on this social network, both through the computer and from mobile phones. The sender of a video can say who can see it.

For brands, Facebook Live is a very useful resource for interact with your audience at key moments and events. Users can communicate with the sender through reactions (“I like”, “I love it”, etc.) or with comments. Since live broadcasts easily capture the attention of users, Facebook “rewards” this type of content by enhancing its reach.

In addition to using Facebook Live for commercial purposes, it is interesting to know that live broadcasts on Facebook can also be used for charitable purposes. Pages that meet the requirements for Facebook non-profit organizations can add a “Make a donation” button to their live videos and in this way raise funds for charitable causes, whether they are their own or those of third parties.

 

Why incorporate Facebook Live into your marketing strategy?

Because it is a profitable way to do video marketing

We marketers are aware of the benefits of doing video marketing, but it is still sometimes perceived that creating video content is a long and expensive process.

Facebook Live It takes the pressure off of making perfectly edited and produced videos, as most users expect authenticity in live broadcasts first and foremost. So you don’t need expensive equipment or spend hours editing.

Because it helps you connect with the audience

According to Hubspot, videos on Facebook Live generate three times more engagement than traditional videos. The real-time interaction creates a sense of connection, and makes the broadcasts become an event that users want to be part of.

In that sense, the boom in live broadcasts during the 2020 global lockdown is not surprising: watching live videos and interacting with people behind the cameras makes us feel part of a community, as well as being interesting as entertainment. .

Because you can organize events at low cost

Facebook Live It is a great tool to “hype” special occasions, with a much lower cost than a non-virtual event would suppose. In particular, many brands have used it successfully for Product’s release.

The magic of the live shows that the viewer does not know what is going to happen, and that generates anticipation and excitement in the viewer. With a proper promotional campaign, you can get users to stay tuned and connect every time you post a new video to keep up with what’s new.

Because it generates traffic to your page

Al Facebook algorithm likes live videos, and they also have great potential to generate engagement. Combined, these two factors make for a great visibility and serve as a “magnet” to attract users to your Facebook page and thus develop your community on the network.

Because they include built-in analytics

The Facebook analysis tool, Page Insights, allows you to obtain detailed information about the performance of your live broadcasts, so that you can fully understand what is happening and make the necessary adjustments in your video marketing strategy.

In particular, I recommend you pay attention to these metrics:

  • Post performance– Here you can see the results of both the publication and the video itself and compare the live broadcasts with other types of content.
  • Engagement percentage– The percentage of users who performed an action related to your video, such as sharing, clicking, or commenting. You can easily see which videos have managed to generate more interaction to replicate the keys to their success.
  • Spectator retention: number of views and peak of users who have seen the video at the same time.
  • Clicks– Here you can see the users who specifically clicked on your video (instead of autoplaying in your Breaking News section) and clicks on calls to action, page title, or “See more” links.
  • Scope organic and paid from issuance.
  • Negative reactions– Here you can see how many people have hidden the post or marked it as spam, or unfollowed your page.

How to use Facebook Live?

From the phone

With Facebook Live you can broadcast live from a page, group, profile or event through the facebook app (both in Android and iOS version). You just have to follow these steps:

  • Enter the page, group or event from which you want to broadcast.
  • Enter the post editor and tap the button Direct (on the bottom).
  • Edit the description of the video. In addition to writing an explanation about the topic of your video, you can also tag friends, record a visit at a location, or add feelings or activities.
  • Touch Start live video. You’re already broadcasting! When you want to finish, touch Finalize.

With a camera and specialized software (Live Producer)

If you want to give your live videos a more professional look, you can use Live Producer, a new way to broadcast live on Facebook with a camera and a streaming software (also called “encoder” or “encoding software”).

Depending on the type of content you intend to transmit, one encoder or another will be more appropriate. You can choose from several programs, including open source software. Here You can see a list of Facebook Live partners, including many streaming software solutions.

 

How to schedule a broadcast with Facebook Live

With Live Producer, you can schedule a live broadcast up to a week in advance. In this way, you can keep your audience up to date with future broadcasts and increase engagement.

When you schedule a live broadcast on Facebook Live, these two posts are automatically created:

  • A publication of notice, which is published on your page to notify your followers of your next broadcast. Users who see this notice will be able to click the “Receive Reminder” button to have the page send them a notification shortly before the broadcast begins.
  • A publication of live broadcast. At the start time you have scheduled, a post with the live broadcast will be created automatically and another notification will be sent to interested users with the link to it.

 

How to moderate comments

Once you have started your live broadcast with Live Producer, you will be able to see user comments in the left column. You will also see a drop-down menu with different options to moderate them:

  • Frequency limitation: only one comment can be made every 10 seconds.
  • Conversation: the chat will only show comments that contain at least 100 characters.
  • Follower: Only followers will be able to comment.
  • Restricted: Only followers whose accounts are at least two weeks old will be able to comment.
  • Protected: Only people who have followed you for at least 15 minutes can leave comments.

 

How to invite other people to your streaming

You can add guests to your Live Producer broadcast via platforms like Be.Live, Stage Ten, or easylive.io. You can also do a live broadcast on Facebook with multiple participants through video conferencing software, such as Zoom or BlueJeans.

How to edit Facebook Live videos?

After the live broadcast is over, you can make the post with the video remain on your page, group, profile, or event. You can also edit it by trimming the beginning and end or creating a shorter clip.

How to trim a live video:

  • and a Creator Studio, enter the section Content library and access the tab Publications.
  • Check the box next to the video you want to trim and select Edit post.
  • On the right side of the pop-up screen, select Trim.
  • Choose the start and end points that interest you and select Keep.

 

How to create a clip from live video:

  • and a Creator Studio, enter the section Content library and access the tab Publications.
  • Check the box next to the video you want to trim and select Edit post.
  • On the right side of the pop-up screen, select Video clips.
  • Pick the start and end points and select Add clip.
  • Give the clip a title and hit Keep. The clip will be stored in the tab Clips from the section Content library. From there you can publish the clip on your page and add it to playlists.

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