We have been consistently testing Facebook Live with a couple of our clients and have found it to be extremely worthwhile to attract a different demographic to interact with (see example data at bottom of article).
After hearing COO Sheryl Sandberg and CFO David Wehner repeatedly mentioned on a conference call that:
“We’re going to become video first”
-Mark Zuckerberg, CEO, Facebook
We made it a priority to test it out and have found it to be a valuable asset for our clients.
What is Special About Facebook Live?
“Live is like having a TV camera in your pocket. Anyone with a phone now has the power to broadcast to anyone in the world,” CEO Mark Zuckerberg. Sounded like a powerful opportunity for our clients. There are three unique characteristics that differentiate FB Live from your standard Facebook static post to convey your message:
- Body Movements, face, arms
- Voice tone, modulation, pauses, etc.
As I shared with so many of our clients, everyone wants a backstage pass to your business and Facebook Live provides you an opportunity to educate your customers with the value you services/products offer from behind the scenes if you choose to do so. You get to be the expert, broadcasting a voice of authority to your most loyal customers and future guests.
A Real World Example From One of Our Clients
Traditionally, this respective client has had a Facebook fan base skewed to females (see actual data below).
Since we first went live on this client’s page, we saw a larger share of men viewing our client’s live content and as a result hitting a different demographic then we had historically on his Facebook page.
Some Final Thoughts
When going live it is good to let your viewers know in advance, but don’t worry about this too much as you are adding value to your page for later viewing. One thing we have found valuable to have a scheduled time you go live. So many people worry about being watched live...we still find that many of the fans watch the Facebook Live event after it has been recorded. Afterall, it sits up on the page like a page post.