Last summer, Facebook allowed a few select users – mostly celebrities and influential figures – the ability to broadcast live video. It was an instant hit: people enjoyed being able to watch events as they happened, as well as giving their commentary and response instantly.
Now Facebook Live is available to almost all Facebook users. News organizations, cultural institutions and educational centers have immediately taken to the platform. On any given day, it’s fairly easy to find live broadcasts covering everything from the arrival of a new baby animal at the zoo to an in-depth discussion of geo-political events from people in the know.
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There is definitely room for the live broadcast in the business owner’s marketing mix. We already know that customers are incredibly hungry for video – CISCO systems reports that by 2019, 80% of web content will be video – as well as a thirst for genuine, authentic engagement that allows viewers to see you as you really are. Live broadcasting sits in the sweet spot between these two appetites.
Use live broadcasts to bring attention to events that would be of interest to your customer, or to further educate them on a topic you know they want to know about. For example, if you’re having a designer visit your store, a live video of them discussing their latest works is a great idea – especially if you host it during the work day in advance of a special evening sales event! Live broadcasts can raise awareness, pique interest, and motivate customers to take action.
For best results, keep your Live video between 2 and 10 minutes. On rare occasions, such as a fashion show, concert, or other long term event, you may want to live broadcast the entire thing – but taking breaks and presenting your coverage in smaller, more consumable bites will make it easier for your customers to watch you. Live broadcasts are available for watching after the fact as well; consider creating an archive of your most popular pieces as a greatest hits collection to feature regularly on social media and on your website.