Social media has long been leveraged by marketers as an ideal channel for content curation and distribution. More and more, though, social media is being embraced as a platform for original content publication. For an example of this trend, look no further than to LinkedIn Pulse, in which the social networking site has effectively developed into a prime avenue for posting unique blog content.

It’s not just written content development that has become essential to social networking success, though. Video broadcast is also an increasingly big deal, as evidenced by the prevalence of Periscope, Meerkat, and, most recently, Facebook Live.

You’ve probably seen other brands or public figures use Facebook Live, and as such you probably know what it is, most basically: A way to create and broadcast truly live, spontaneous videos directly to your Facebook followers. This is an important tool for small businesses to wrap their heads around, and for a couple of reasons. First, Facebook’s algorithms give precedence to these videos, especially when they are actually live. Second, Facebook Live has options for viewers to interact with the video in real time, which can be a great opportunity for brands to facilitate real user engagement.

Basic Tips for Facebook Live

All of this hinges on Facebook Live being used effectively, though—and if you’re new to live video broadcast, that may be a daunting task.

A good place to educate yourself about Facebook Live best practices is Facebook’s own list of tips—which include broadcasting for a minimum of 10 minutes, ensuring a strong Wi-Fi connection, responding to comments or questions from users, and more.

Some additional guidelines we’d recommend for those using Facebook Live include:

• Don’t do it just to do it. This is a great tool, but that doesn’t mean it will work for everyone. Think about your marketing goals and how Facebook Live can help you achieve them. If you don’t see any overlap, don’t worry about Facebook Live for now.
• Have a point to each broadcast that you do—whether it’s announcing a new product, sharing company news, or responding directly to customer questions and e-mails.
• Don’t forget calls to action! While you don’t want your broadcast to be too “salesy,” there’s no reason you can’t mention your blog, remind viewers of your website, or encourage those watching to share your Facebook page with their friends.
• Strike a balance of planning and spontaneity. You should definitely think through what you’re going to say in advance, perhaps even preparing some notes. What you don’t want to do is become too rigid; remember to keep things light and personable.
• Choose a good location for your broadcast—somewhere quiet, somewhere with good Wi-Fi, and somewhere you can find either a branded backdrop or simply a nice, neutral, non-distracting wall.
• Don’t be too self-centered. Facebook Live shouldn’t be used as a soapbox. Instead, make it a way you can communicate real value to your viewers, and even engage their participation when you can.
• Publicize your live streaming events in advance, and ensure you actually have an audience there when the camera rolls.

Used properly, Facebook Live can be an amazing conduit for customer engagement, and a smart way to humanize your brand. The question is, does live broadcast fit into your broader marketing plan? That’s something we’d love to chat with you about. Contact our team today to learn more.