“The Internet is far more engaging as an interactive medium than broadcast. Barriers to creating content are going away; they’re almost gone. People are taking control of their entertainment.” – Ben Huh, CEO of Cheezeburger.com
If reality TV has taught us anything, it’s that people love backstage passes into each other’s lives. Whether it’s a bunch of nobodies in the Big Brother house, or celebs kicking up their heels on Dancing With The Stars, our natural nosiness has us peeking behind the curtain at every opportunity. Live videos on a social media platform such as Facebook are the ultimate sneak peek, and they also up the ante for content that engages viewers – you never know what’s going to happen next, but you know if you don’t keep watching, you could miss it entirely!
That kind of suspense coupled with the instant gratification and intimate feel of live content is fueling the Facebook Live trend. Although live videos are available elsewhere, most notably Snapchat, Periscope, and YouTube, Facebook has really put its focus on the format. By considering live videos as their own specific content type, they’re more likely to appear closer to the top of a user’s newsfeed, and the live button is grouped in with the status posting and photo uploading options. But the biggest reason for Facebook to bet so heavily on live video content boils down to simple human nature – we love the interaction, and we engage more with content we love.
Businesses, brands, celebrities, and everyday people have incorporated live content into their marketing strategies and found great success with it. If you’re looking to effectively generate interest and engagement, Facebook users tend to interact more with live videos than non-live videos. In fact, they tend to comment about ten times as often on live videos than more static content. That’s a pretty significant statistic!
Along with the instant consuming, there’s the opportunity for instant feedback. The reaction buttons allow viewers to express their emotions in real time as you’re broadcasting, giving you the chance to adjust your video based on how people are responding to it, and you’re also able to connect by responding to suggestions or questions the second a viewer hits enter. Like any live event, the audience and the performer interact with each other, but when you add in the social media element, that audience becomes essentially unlimited. It’s a free way to reach a wide variety of viewers – anyone, anywhere is able to instantly connect with us and our brand.
If you haven’t already explored the ways Facebook Live can work for you, there’s never been a better time than now! We know not everyone is comfortable in front of the camera, but you don’t have to limit yourself to mumbling in the general direction of your phone or screen. You can incorporate this fun feature in several different ways, including:
- continue discussions about blog post topics
- bring viewers behind the scenes and let them see a little of what goes into a successful practice
- promote upcoming events or giveaways
- tackle your most commonly asked questions
- connect with Facebook fans by doing weekly or monthly broadcasts, or by announcing news live
- promote new products or services, and introduce any new members of your team
You may wonder why anyone would tune in to watch you live, but don’t underestimate people’s innate curiosity, and also their fear of missing out on anything! Even the most mundane things can become riveting in a live format – I once watched over half an hour of a news anchor streaming herself driving around in her car testing out an eyebrow stamp and fake teeth because I was waiting for some kind of amazing payoff (it was a cute video, but definitely not worth those thirty minutes I’ll never get back.) Live content has that little bit of urgency mixed with a smidgen of suspense, and that’s what makes it such a unique marketing tool for social media.
We can’t say just yet if Facebook Live will eventually become as second nature to us as tweeting or snapping. But with all its many benefits, it certainly has the potential to take its place as one of the cornerstone ways we interact with clients, and each other, on social media. Neon Canvas is determined to take advantage of this feature, and want to help you do so as well! If you’re ready to jump into live content with both feet first, we’re here to show you the ropes.
If you have any questions or concerns, or just want to chat about the best way to showcase your practice on social media, get in touch with us and let’s talk! We appreciate you and your business, and are proud to grow alongside you and your practice.