Facebook Live Should Be Your #1 Resolution This Year. Here’s Why.

If you want to get your audience’s attention on Facebook,

you know that you need to use video
.

But, what about Facebook Live? Does it offer the same type of
value? Yes!

We dug into BuzzSumo’s latest review of 777 million Facebook
posts and found that Facebook Live video dominates other post types
when it comes to engagement.

And Facebook Live’s impact is not limited to sports stars,
lifestyle brands, and politicians.

This data-based look specifically at Facebook Live
is one of the first of its kind. Read on to learn:

  • The impact of Facebook Live video compared to all other types
    of social posts.
  • The optimum length for Facebook live posts.
  • The reactions people have to Facebook video and why we should
    care.
  • Why B2B and “serious” subject pages should embrace Facebook
    Live.
  • Observations from the top 500 Facebook Live posts
  • Quick tips for getting over Facebook Live fears.

Facebook Live Engages Audiences More Than Other Post Types

Facebook Live engagement exceeds all other types of posts by a
huge margin!

Average interactions for Facebook Live videos this year were
531.11. That’s  68% more than the next highest category —
images, with 316 average interactions.

If you broaden the research to all types of video, including,
but not limited to Facebook LIve, the average interactions were
even higher– 538.

Quick takeaway:

For Facebook, the key to
unlocking significant engagement is video! Live or not, you can’t
go wrong with video. (Click to Tweet)

Best Length for Engaging Facebook Live Videos: < 7 Minutes

This year’s data shows that Facebook Live Videos between 1 and
7 minutes long get the most engagement, with the highest averages
for Live Videos that are 3 or 4 minutes long.

Our sample reflects Facebook posts from Oct. 1 2017 to Oct. 1,
2018. The most recent full year’s data available.

As with any tactic, it’s critical to test the length of video
that works best to engage your particular audience.

You may find better results with longer (or even shorter) Live
sessions!

If you are just getting started with Live video, start by
experimenting with sessions less than 7 minutes long and go from
there.

Quick takeaway:

Be sure to identify yourself, your brand, and any relevant calls
to action early in your Facebook Live presentations.

Use Facebook Live to “Edutain” Your Audience.

Mari describes “edutain” as
the mix of entertaining and educating posts that marketers must
embrace to succeed on Facebook.

When we approach Facebook with our business hats on, it can be
easy to forget that the platform’s users primarily want to
interact casually with friends and family members.

To engage our audience on Facebook, our messages need to
match the network’s vibe.

If we post a constant stream of brand-centered content without
adapting it to entertain or educate, we will lose our audience’s
attention.

A carefully crafted sales message that no one sees is not as
valuable in the long run as a less-salesy, more entertaining
message that people like, share, or comment on.

Edutaining messages earn us the chance to deliver more content
over time. This gives our audiences a chance to consider our
products, compare our offering, and ultimately buy from us.

The data highlights the low-key preference of Facebook’s
users. The predominant reactions to video this year are Love and
HaHa.

Quick Takeaways:

  • Consider whether your audience on Facebook would consider any
    of your posts amusing or loveable.
  • Adjust your strategy to reflect the number of “touches” it
    will take to convert customers on Facebook. 
  • Make sure that your posts are engaging enough to keep your
    leads’ attention until they have time to learn about and purchase
    from you. 

B2B and “serious” subject pages should embrace Facebook Live.
(no kidding!)

I’ve heard a lot of marketers eliminate Facebook from their
plans because the business they represent is B2B.

When I saw the data about the predominant reactions to Facebook
videos, I was curious to know if companies in more “serious”
industries would find less success with live video.

I decided to compare engagement over the last 2 years for a
subset of topics that I associate most often with the B2B
realm.

I used the
Facebook Analyzer to search for “Technology, Finance, and
Marketing
,” limiting results to posts with those terms in the
headline only. I also did some basic screening to eliminate
political and celebrity content.

Here’s what I found:

Average engagement across the board for posts in these
categories is 76. Average engagement with Facebook Live posts in
these categories is 246.

That was enough to get a WOW Reaction from me.

One reason for the difference in engagement could be the volume
of Facebook Live vs. other types of Facebook posts for these topic
areas. There are more than 5 million total Facebook posts for these
topics, compared to just 26,000 Facebook Live videos.

I identify low competition and high interest as an
opportunity!

B2B marketers should not rule out Facebook, and particularly
Facebook Live, until they have tested the platform and format with
their own audience.

Quick Takeaway:

The low competition/high-interest
window can close quickly. Take advantage of Facebook Live now,
particularly if you can be an early adapter in your topic area.
(Click to Tweet)

What the Top 500 Facebook Live Videos Reveal

As part of our research, we developed a list of the top 500
Facebook Live videos published in 2018.

It’s a fascinating (but hard to classify!) group of posts.
(If
you are curious, you can take a look at the top 20 here
).

Because the posts come from such diverse pages–multiple
languages, goals, topics, audiences– I decided to go with a set
of observations rather than attempt to force conclusions onto the
whole set.

Here’s what I noticed:

  1. The top 500 most engaging Facebook Live videos come
    from all over the world, emphasizing Facebook’s global
    reach.

    When thinking about what we can learn from data drawn from
    Facebook as a whole, it’s important to remember that a worldwide
    platform can produce monumental data sets. BUT, the most relevant
    research is into what works with our own audience.

    If something recommended in a post like this doesn’t work for
    you, just pivot toward what does.

  2. Many of the top posts relate to
    current events. They are either linked to national or international
    issues
    .

    For example, there are many Facebook Live videos in the top 500
    that come from coverage of the Thai soccer team that was trapped
    and successfully rescued from a cave in July 2018. Others offer
    political commentary for national elections, or coverage of
    sporting events.

    Don’t think the emphasis on current events limits the scope
    for success. Every industry has its own form of current events.
    There are always industry conferences or research or news that can
    be covered “Live” on Facebook. Mari’s own Facebook page is a
    great example, as she offers footage from Facebook
    and other conferences to her audience.

    If you are considering Facebook Live this year, consider
    approaching a journalistic approach for a couple of posts.

    People love to feel that they are getting an inside scoop. If
    you are somewhere others in your industry would love to be, invite
    them in with a Facebook Live video.

  3. Humanity seeps out of the seams of these
    videos.
    When I think about making a video, I often default
    to the view that I cannot and should not make a video until I am
    well-scripted, well-lighted, and well-made up.

    There’s definitely a place for that level of preparation, BUT
    these highly engaging live videos don’t appear to be overly
    produced. They are easy, identifiably LIVE, with sound issues,
    awkward pauses and awkward camera angles.

    Notice the selfie-look of this post:

Live!! 22.25 ?. ?????????? ??????? … ???????????…

Posted by PR.Chiangrai
????????????????????????????
on Monday, July 2, 2018

The sound is also what I would call “raw” with lots of
background noise.


It has 19+million views and more than 1 million engagements.

The same is true for this post:

The video runs while the drummer walks to his place and gets
settled to play.

The reactions from the audience are clear. They paid attention
despite the low tech/low editing approach.


Facebook Live Damat Drummer

Quick Takeaway:

If you have a message, Facebook
Live can help you to get it to your audience. This is true in
multiple interest areas, languages, and nations.  (Click
to Tweet)

How to Get Over Facebook Live Fears  

If you want to jump in on Facebook Live, but feel a bit
squeamish about going on camera, remember:

These top 500 Facebook Live videos were all wildly successful
with a minimum of 181,000 interactions.  And, many of them have
the look of spontaneity rather than intense preparation.

Ian Anderson Gray, Live Marketing
Coach
offers some great advice.

“The vast majority of us get nervous before going live! Ian
says. “The trick is to learn to channel that nervous energy into
your communication with your audience.” The way to do this is by
practicing. Start by going live just to yourself on Facebook. Get
used to being in front of the camera by playing with Instagram
stories. (They are only 15 seconds long and expire after 24 hours.)
Do some
vocal and physical warm-up exercises
before you go live –
this makes such a difference.

“Set yourself a live video challenge by going live every day
in a safe place (such as a Facebook group) for a set time period.
 And finally, have a plan – know what you’re going to talk
about! Give yourself 3-5 points and stick to these in your live
video.”

Stephanie Liu of Lights,
Camera, Live
recommends a private Facebook group as a great
place to practice being on camera. Once you’re comfortable with
yourself, you can invite a few trusted friends or colleagues to
join the group as well.

I have followed Ian’s advice to get more comfortable on camera
by leaving my webinar software open with the camera running while I
work. This has allowed me to be more confident when I’m on
camera, allowed me to experiment with camera angles and trained me
to look directly into the camera.

If you’re ready to go Live but aren’t sure what to say,
Stephanie recommends the 10X10 exercise. Take a sheet of paper and
fold it in half. On one side write the 10 most frequently asked
questions about your product or service. On the other, write the 10
questions people should be asking about your product or service but
aren’t. Now, you should have a list of at least 15 – 20 things
to talk within your live sessions.

Quick Takeaway:

No more excuses. Make Facebook
Live your #1 Resolution for 2019. (Click to
Tweet)

The post
Facebook Live Should Be Your #1 Resolution This Year. Here’s
Why.
appeared first on MariSmith.com.

Source: Marketing Blogs
Facebook Live Should Be Your #1 Resolution This Year. Here’s Why.