When it comes to creating any kinds of videos for social media use, the possibilities are limitless, but there’s also plenty of room for error, and there’s only more room for error when those videos are streaming live, which is what Facebook Live presents.
As a full-service video production company in NY / NJ that’s been leveraging the benefits of social media for a while, we know how much potential there is in going live with your video content on these platforms. You just need to know the lay of the land.
For some basic information on live-streaming video in general, check out this post, Live-Streaming Video Production and All the Possibilities It Presents, but today’s post is all about how to succeed with Facebook Live, specifically.
1. Have a plan in place to keep things focused.
One of the biggest attractions of live-streaming video, no matter the platform, is its inherent authenticity. It’s live and anything can happen, and in a world in which it’s harder than ever to attract video viewers, viewers who demand authenticity in their content now, this is more important than ever.
However, that authenticity also presents perhaps the biggest risk with live-streaming video. Mistakes can be made, disruptive comments can be stated, etc. The point is, things can quickly spin out of your control.
That’s why it’s so critical to have a firm plan in place, no matter what kind of live video you’re creating. That way, you can keep everything headed in the right direction, even if you make a few unexpected turns along the way.
Think about it, if you decide to use Facebook Live for a live Q&A discussion, the conversation can easily run off the rails and you won’t keep viewers immersed very long with unfocused rambling. A plan will help to avoid that.
2. Don’t underestimate the importance of your title.
Creating compelling video content that works well for the live viewing experience is not easy but absolutely necessary, yet doing it successfully won’t matter much if you don’t give ample time to coming up with the right titles for your videos.
Facebook allows you to describe and title your live-streaming video and that title is what potential viewers will see in their notifications; it’s all they’ll see, so it’s all they’ll have to decide whether to watch your video or not.
So, take it from us as NY / NJ video production pros who are always looking to improve our social video content, you need to give the title-creating process the time and thought it deserves. Check out the titles of other successful videos, especially those attracting the same or similar viewers to the ones you’re trying to draw.
From there, you obviously want your title to clearly and cleverly hint at or even explain what’s to come in the video, and you should always check which titles are working and which aren’t as you go along.
The bottom line is that you need to do everything you can to make your video’s title as captivating and/or intriguing as possible, because when it comes to Facebook Live, it’s your only way to create any type of initial attraction.
3. Reach out to your viewers.
While the possibility for virtually anything to happen is one of biggest parts of the allure of live-streaming video in general, that’s not the only thing that sets it apart. Like any social video, viewers can engage, but when it’s live, that engagement is taken to a whole different level.
The fact that viewers can comment and question right then and there, as those comments and questions emerge, is another one of the main attractions of live-streaming video, which is why you need to respond and interact with your viewers as your video plays as much as possible.
Don’t just wait and hope that they throw a question at you either. Reach out to your viewers. If possible, mention those who are tuned in when you go live. Then, start encouraging them to ask questions and comment and continue to do so throughout your video.
You should encourage them to interact with other comments and commenters as well. The point is, Facebook Live is on Facebook, after all, so you need to be social and encourage a social, two-way atmosphere with any content you provide there, including your live-streaming videos.
For more basic information on creating videos for social media in general, check out this post, The Ins and Outs of Social Video Production.
4. Make the live viewing experience an exclusive one.
While there’s nothing stopping you now from building your live-streaming videos around anything you want, you’re far better off being a bit more selective as far as what kind of content you supply live.
It’s not just that certain topics and styles simply fit the format better, it’s also about adding to the allure of the live video experience. You want viewers to feel they’re getting something from it that they couldn’t find anywhere else.
So, whether you’re breaking news, showing some live behind-the-scenes content, or you’re doing a live product demo, how-to, Q&A, etc., try to be mindful of what you’re actually providing in your live experience.
You need to try to lend a sense of urgency to your live videos. That way, viewers will anticipate them and, as long as you don’t disappoint, they’ll anticipate your next live-streaming video experience as well.
Just because your video’s no longer live, that doesn’t mean it’s dead.
It’s also important to mention that, once your Facebook Live stream ends, the life of that video doesn’t have to end with it. You should go back and make the necessary changes so that it can be repurposed for other uses.
The bottom line is that Facebook Live does indeed present some incredible new possibilities, but that doesn’t mean you can jump right into it and expect to find immediate success. You need a plan in place, an enticing and telling title, an exclusive element, and you need to interact with and encourage interaction among viewers.
Just remember, it’s live and anything can happen, so you need to be prepared to adapt and embrace the unexpected, and don’t forget to start telling people about the live stream to start building anticipation as early on as possible. For some advice from the social network itself, check this out, Tips for using Facebook Live.
About Us: KVibe Productions, a full-service film & video production company in NJ / NY, can handle every aspect of the production process. Whether it’s a corporate video production, a commercial video, a feature film, etc., at KVibe, we create to inspire.