I was finally able to do a Facebook Live video recently on an organization’s page. I was more excited about this than I probably should have been. I have been itching to do a ‘Live’ Facebook video ever since I heard they were launching it. I couldn’t wait for Facebook to feature live video beyond celebrities and verified pages, so that everyone can get in on the bandwagon. Live streaming has been around for a couple of years now, but really caught steam with Meerkat, and Periscope. Before I even used it, I thought this would be huge, especially when I was at Visit Lake County. Pages were already seeing an uptick in engagement when you uploaded a video directly to Facebook vs. posting the Youtube link.
I have had a fascination with video production since I was a young kid, as I was in Television production classes in high school, where I was part of the schools TV station. When I started at Visit Lake County, I wanted to create videos to help showcase the destination and enhance the visitor experience. We created a webisode series on Youtube and was producing 16 videos a year. Not only were we posting them on Youtube, we were promoting them on our website, Twitter and Facebook. With the Facebook algorithm changing and Facebook and Google (which owns Youtube) competitors, I would then start posting the videos directly to Facebook as well. But, with Facebook ‘Live’, you can engage with consumers instantly as you are filming.
Unlike Meerkat and Periscope, you don’t have to download an additional app to give Facebook’s livestreaming a go; you should already have it as long as you have the Facebook app. Like Periscope, you’ll be able to see the number of live viewers you have as well as read incoming comments. You can also swap from the front camera to the rear camera by tapping an icon on the top right. Facebook’s Live Video feature is really meant just for the folks who follow you or your friends and family. Periscope, on the other hand, has a much wider scope, with a full-on welcome page that shows you interesting Periscope streams from strangers from all around the world.
My Facebook Live Tips
- Have a strong Internet Connection
- Whether you are using your own wireless signal or you are on wifi, make sure sure that you have a strong signal. If you lose signal, don’t freak out. Facebook Live will pause and try to reconnect. The “Go Live” button will be grayed out until connectivity is good.
- Write a good description
- This is pretty basic, but a good description could mean the difference between someone deciding to tune it or just scrolling by. Use your brand’s personality in the description and make it engaging.
- Promote, Promote, Promote
- By teasing your upcoming Facebook Live broadcasts, you will tend to have higher viewership than those who don’t.
- Respond to your comments
- One of the best parts of ‘Live’ video is that questions and comments from viewers appear on screen. It is good to interact with viewers as they are watching the video, it will keep the engagement up.
- Plan
- Don’t broadcast live without a plan. As I did when I was filming the Lake County Youtube videos, have a plan / script and know what you want to do in the video. Have a few key talking points and some questions for viewers ahead of time. Know exactly what you want to show in the video and don’t forget your goal / objective.
- Be Personal/ Authentic
- Besides just reading the comments and questions, say hi to viewers as they join but saying their name and encourage them to stay engaged. Be yourself. Be authentic.
- Sound Good
- You want to sound clear to the audience. Remember to talk slower than you normally do.
- Conclude the video
- End your video with a call to action.
- Repurpose the video
- As with all of your other content, you want to use the video in as many places as possible. Write a blog post about it and embed the Facebook post or just the video and share the blog post on all of your social media profiles.
My Facebook Live Ideas
If I was still in tourism there are so many things that I would have done with ‘Live’ video. I would have taken our webisodes to the next level. The possibilities are endless.
- Event Promotion
- I know, the goal is to get people to attend the event! Sometimes, life happens and people have other commitments and can’t make it. Or, I know tourism marketers and event organizers don’t want to here this, but sometimes people don’t know about the event. There is so much noise and a lot going on in each person’s life, they they may have missed it or forgot about it. Show people what they are missing, or the event is all day or weekend, do a video early on to show people how much fun it is and entice them to come later.
- Behind the Scenes
- Give a behind the scenes tour of your office, an attraction that is in your destination, or how your product is made. You are the expert, share your knowledge with your audience.
- Announcement
- When I was at Visit Lake County, I did a Periscope of Six Flags Great America’s announcement of their new ride, and also of me going through some of their haunted houses at their media day preview for their Fright Fest event. Showcase those announcements to your attendance, so they will see what they will be experiencing.
- Press Conferences
- At Visit Lake County we had a yearly annual meeting where we would unveil tourism numbers from the previous year and showcase what lies ahead for marketing and sales and our tourism outlook for the upcoming year. I would video that for people to watch and see. Be transparent with your audience. It will help them understand your business and what you are trying to accomplish. Plus, you may even gain brand Ambassadors.
- Experiences
- Share with your potential customers what they will experience with your product or in your destination. If you are tourism marketer, do live videos of what people may want to experience in your destination. If you have a consumer goods product, demonstrate how the product works.
Have fun with it. In my opinion, Facebook Live is another way to promote your product or brand and interact instantly with your followers.
