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How to Run a Facebook Live for Your Business

All the recent changes that Facebook has made to their algorithm have led to businesses losing reach on the platform. It’s not an insurmountable problem, though. In a time when video is dominating the Facebook news feed, live video is the step your brand needs to take in order to stay relevant and get an edge over the competition. According to Hubspot, Facebook Live videos see 3X the engagement of traditional videos shared on the platform.

If your company is going to run a Facebook live video, you’ll want to know the ins and outs of how it works. Taking the time to prepare ahead of time is important since—as it says in the name—your Facebook live video will be live for the world to see. You wouldn’t want to run into a wardrobe malfunction or anything similar while live.

To start, let’s go over how to use Facebook Live:

  1. Open up Facebook on mobile or desktop.
  2. Go to the News Feed, and tap the “Live Video” option denoted by the camcorder icon.
  3. Give Facebook access to your camera and microphone when prompted.
  4. Choose your privacy setting.
  5. Write a description for your Facebook Live video.
  6. Hit the “Go Live” button.

That seems simple enough, right? Now let’s go over how to create an engaging Facebook live for business. If you’re doing Facebook live for business, you’ll want to create a video that demands engagement and compels viewers to act.

Here are our 9 tips for creating an awesome Facebook live video:

1. Keep Rebroadcasting in Mind

One of the greatest things about shooting a live video is that after it’s done, you can rebroadcast it to your Facebook page, use it for Facebook ads, and embed it on other platforms. The problem most businesses run into is that they don’t prepare for how the video will function after it’s been rebroadcasted. When preparing for and going live, think of how this video will look as a Facebook ad or as an embedded video on your website. Be comfortable with having a small audience while you’re live—your video views after rebroadcasting will make up for that.

We did a Facebook live webinar at Big Leap that averaged between 15-20 viewers while we were live. Since rebroadcasting and boosting our video with a very small budget, the video has over 2.4k views.

2. Write a Compelling Title for Your Video

Write a title that is sure to grab people’s attention and explains exactly what your video is all about. One of the great things about the Facebook live video title is that you can actually go back and change it later. In this case, you can have one title for while you’re streaming live and a completely different title after it’s done. You could try something to the effect of “Streaming Live📹—5 Ways to Build Your Brand on Social Media” and go back afterward and take out the “streaming live📹” part or change the title completely.

3. Start Your Video Off with an Attention-Grabbing Hook

Just like any piece of content, you want to start off your live video with an attention-grabbing hook. This may seem like common sense, but when you’re shooting a live video, it’s really easy to fall into the trap of waiting for more viewers to join before you get to the actual content.

Once again, think about how your video will function once it’s rebroadcast. Will someone who sees your video on Facebook the next day want to wait an entire minute as you sit there awkwardly in silence waiting for more viewers to join? Probably not. As soon as you hit the “Go Live” button, start off with a bang by restating your compelling video title or with another attention-grabbing hook.


4. Establish Your Authority

When preparing for a live video, ask yourself why people should listen to you. Whether you’re giving your top five tips on how to grow a startup or advice on how people should invest with their IRA, viewers will want to know that you’re a credible source. Right after your opening hook, introduce yourself and state your experience. What’s your title? How long have you been working in the field? What positive outcomes have you experienced personally by executing on the advice you’re about to give?

5. Encourage Engagement

After you’ve hooked the audience and established your authority, ask people to Like, comment, and share the video. Facebook increases the reach of your videos and livestreams based on engagement. Why not get to know your audience by asking them engaging questions such as where are they watching from, what’s their job title, etc. Specifically call out your audience that is watching the rebroadcasted version as well and ask them to engage.


6. Present Great Content

This is another no-brainer: prepare your content beforehand and make sure it is useful to your audience. Some people may think that going live means “let’s wing it!”, but live video more than anything should be well thought out and structured before hitting the “Go Live” button. Off camera, have a laptop with some slides pulled up to help guide you as you go. Once you’re into the content of your video, don’t let yourself get distracted with questions and comments—those can wait until the end.

7. Leave Time for Answering Questions

One of the greatest aspects of live video is the opportunity for your audience to ask you real-time questions. As mentioned before, don’t feel pressured to answer every question right as it appears in the comments section. Make sure to leave time at the end of your video to go back and answer all of the questions people asked. After the video has been rebroadcast to Facebook, make sure to continually check the comments section for any new questions people might be asking.


8. End Your Video with a Call to Action

What is the next step you want your audience to take after watching your video? Is it visiting your website? Downloading your eBook? Sharing the video they’ve just watched? Whatever it might be, make sure to leave your audience with a clear call to action. A great measurement of how well your live video performed is by how many people followed through with your CTA.

9. Test. Refine. Execute.

After each live video you complete, rewatch it and ask yourself how it could have been better. How was the audio and video quality? Do you need to invest in some better equipment? Was the video too long—too short? Did the content serve its purpose? Did people engage?

If you’re doing live video right, people should be able to clearly see the quality of your videos improve over time. If you’re not improving your video quality by testing, refining, and executing on what you’ve learned from your past video mistakes, your reach and engagement will suffer.


Extra Facebook Live for Business Tips:

1. Consider your equipment

The easiest way to start out with live video is to shoot right from your smartphone or laptop. If you feel like your video or audio quality could be better, try investing in some equipment—a microphone, DSLR camera, tripod, live streaming software.

2. Add captions after your video is over

After your broadcast is done, you can go back and add captions to the video. Fun fact: 85% of Facebook videos are watched without sound.

3. Boost your video or run ads

As mentioned before, Facebook live videos for businesses organically receive a much larger reach than traditional videos and images on the platform. But if you want your video to reach an even larger audience, boost your video or run ads around it.

4. Embed your video on your website

If you really love your live video, and want to share it on your website, you can embed it. Go to your video on Facebook, click on the three little dots in the top right corner, and hit “Embed”.

Now, copy the code, paste it to your website, and you are good to go.

5. “Only me” privacy setting

If you’re nervous about going live and want to test it out, use the “Only Me” privacy setting. Follow the steps from before for how to use facebook live, but when you get to the privacy setting, click on “Only me.”

With “Only me” selected, you can run a Facebook live video to test your audio, lighting, and video quality without having to worry that your friends, family, and customers will see.

There is a lot of opportunity for businesses to grow their reach and connect with untapped audiences thanks to Facebook live. If you’ve considered making the leap into live videos, go for it. In 2018, if you’re not embracing live video, your brand will fall behind. If you’re just starting out in live video for your business or personal brand, connect with us over social media and let us know if these tips helped out!

McCain Kennedy

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