New features on established social networks have the potential to give users and brands a first-mover advantage. While there is some trial and error for brands to figure out what works best, brands that excel with the new feature can benefit from doing something before everyone else catches up. In the case of Facebook Live, early-adopting brands can benefit from Facebook’s algorithm giving more weight to Facebook Live posts.
What makes Facebook Live compelling?
As with live streaming on Periscope, Facebook Live is compelling because:
1. Anything can happen. Live video doesn’t let you edit out the imperfections.
2. It’s personal. During a Facebook Live stream, users can interact with the host, asking questions in real-time.
How Brands Are Using Facebook Live
Brand:
Target
What they did:
Target brought people behind-the-scenes on a video shoot with Pink.
What can we learn?
People love going behind-the-scenes, though this video was a little short, lacks opportunities for engagement, and doesn’t provide much context for what’s happening. That said, we still applaud Target for dabbling with Facebook Live.
Brand:
Dunkin Donuts
What they did:
Dunkin Donuts gave viewers a tour of the test kitchen where Dunkin Donuts products are made.
What can we learn?
People love exclusive access and going behind-the-scenes. Along with the tour, Dunkin Donuts added a few engaging moments, such as when the chef asked her to guess how many donuts were on the tower. Adding simple questions can make livestreams much more engaging.
Brand:
BuzzFeed
What they did:
Added rubber bands one at a time around a watermelon until it exploded.
What can we learn?
Events are a great way to organize a Facebook Live stream. Each moment that passed by in BuzzFeed’s livestream increased anticipation for the moment when the watermelon would explode. As they added rubber bands, viewers had fun guessing when the watermelon would explode.
Brand:
The Denver Broncos
What they did:
The Denver Broncos livestreamed Peyton Manning’s retirement announcement.
What can we learn?
Livestreaming was made for sports. While this was a press announcement, you can expect to see smart sports teams use livestreaming soon. By placing camera in the press area, it felt like Peyton was speaking to us. Anything you can do to provide people an immersive experience will likely be well received.
Brand:
Martha Stewart
What she did:
Yes, Martha Stewart is a person, but she’s definitely also a brand. Martha livestreamed a cooking show with comedian and late night host Seth Myers.
What can we learn?
Having a former Saturday Night Live (emphasis on live) star on your livestream is a great way to engage viewers. One way Martha Stewart can improve future livestreams: use a tripod or a handheld gimbal.
Brand:
The Social Lights
What we did:
Livestreamed a talk from Nora McInerny Purmort at Ignite Minneapolis.
What can we learn?
Pro Tip: Microphone only picks up sound when camera is facing outward (lesson = learned)! On the plus side, livestreaming events and talks has a history of performing well, with several business and music events choosing to livestream content. This post received almost 7k views, organically!
Tips for Doing Facebook Livestreams
The basics:
Have a fully-charged phone, reliable WiFi connection, and make sure your phone’s camera is clear of smudges.
Before doing your first livestream:
– Try Facebook Live! Do a Facebook Live session where your privacy settings are set to “Only Me.” This will allow you to get familiar with Facebook Live before using it with an audience.
– Practice filming on-camera with the talent. Record a test video to make sure the talent is comfortable speaking on-camera. If they aren’t comfortable, practice until they are or find new talent.
– Consider a tripod. Even if you’ll be walking around, a tripod can reduce handheld shake.
How to make your livestream more engaging:
– Do a Q&A
– Mention people who comment by name and respond to comments
– Take people behind-the-scenes
– Give people something to anticipate, whether it’s a reveal, an announcement, or a watermelon exploding
Have Facebook Live tips to add? Share them with us on Twitter: @TheSocialLights
