I’ve been wanting to create a pillar-style Live video post for a while. One that would walk you through not only how to create a good Facebook Live video but also how to promote it.
Getting people to join you live or watch your replays over and over again is the harder part.
Remember, it’s not just about creating good-looking content.
It’s about getting people to consume it so that you can achieve your specific objective.
In this post you will find everything you need to know about going Live on Facebook and ways to promote your live video content when you’ve finished.
Make sure to title your live video appropriately and write a description, rich with keywords (you can always edit this later).
It also helps to put tags on your video to help with discoverability on Facebook.
What should you talk about in your video?
This is probably one of the most common challenges new broadcasters share with me – not knowing what they should discuss in their videos.
Some days I don’t even know what I want to talk about.
That is, until I consult my handy dandy content calendar. I use pen and paper, a calendar on CoSchedule, Evernote, or my Notes app on my iphone.
Basically, I use whatever I can in order to capture those random gifts from the idea fairy.
Whether you’re writing your content or speaking your content, it’s a good habit to keep track of topics as they come to you.
Having a document filled with topics helps with broadcaster’s block.
It also keeps you consistent.
Here are some ideas to get those creative juices flowing:
– What are you passionate about?
– Give the audience a behind-the-scenes look of your day.
– Consider doing theme day topics like Monday Motivation, Tech Tuesday, Wanderlust Wednesday. Be sure to cater it to your particular niche or subject matter.
– Use content marketing with your live videos. What questions or challenges does your avatar/audience/target customer face?
Read 8 Must-Have Elements of an Ideal Customer Avatar to understand how to define your customer.
Sometimes you get ideas from an unrelated niche. I know I do.
All. The. Time.
If you’re nervous about being on camera, practice going live (privately) to yourself on Facebook.
You may want to practice speaking in the mirror.
Here’s a little secret: I talk to myself in the mirror.
Don’t worry. I’m not going crazy.
It’s a technique that I picked up in my theater days. Actors practice their lines in the mirror as part of their preparation.
It’s a good skill to have in ye ol’ toolkit.
The best practice you will get is by actually going live…again and again and again.
I PROMISE it gets easier with each broadcast.
If you need a little extra help, you may want to go through this FREE 5-day course and challenge.
Then take a look at these best practices for building your successful live-streaming channel.
People are busy and distracted.
Generally, you have to tell them what’s up. Tell them what you’re doing, what time to expect you and where to see you live.
Admittedly, I have a bad habit of pre-announcing.
I absolutely love improv and free-styling so I’m wretched at pre-announcing.
Hey! Be better than me.
Do what I say, not what I do. 😉
For platforms like Periscope, announcing 15 minutes ahead on Twitter usually suffices.
For Facebook you can pre-promote in the following ways:
– Create an event on your profile, group, page.
– Set a day/time and send out to your list ahead of schedule. Since you’re using email, give your list at least 24-hours notice.
– Post an update on Twitter about 5-15 minutes prior to going Live.
– Create a graphic to post on IG or Pinterest with your scheduled day and time if you’re active on those accounts.
Unless you’re skilled at staying on track with constant interruptions, it’s a good idea to work from an index card.
It doesn’t have to be a dissertation.
You just want to write down a few pointers to keep you focused.
Generally you want to do the following:
– Greet your viewers; shout out people who will watch the replay.
– Introduce yourself: who are you, what do you do, how do you help people.
– State what you’re talking about on the video?
– Don’t rush getting through your intro. It takes Facebook a couple of minutes to notify people.
– Acknowledge people briefly when they come in, otherwise you can easily get off on a tangent.
– Cover point #1 on your index card.
– Cover point #2, #3, etc.
– Answer questions and comments if you want. Two-way engagement is always good. Isn’t that why you’re going live?
– Give your audience a call to action (CTA) like “share”, “invite”, “like”, or “comment” on your video.
– Tell your audience the next step you want them to take, i.e., visit a landing page or message you.
– Thank your audience for being there. Tell them the next time that you plan to go live. This helps to create anticipation and momentum.
1. Plan to talk for at least 3 minutes to give people time to get a notification about the live-stream.
2. Use a tripod, selfie-stick or stand for camera stability. Nobody wants to get dizzy watching your video.
3. Be yourself. Full stop.
Like it, share it, reply to people’s comments. I try to reply to every comment on my video, particularly ones from people who I didn’t engage with live.
If you use syndication software like Live Leap, it will automatically push your video out to the groups, pages, profile that you “own.”
How does it do this?
Well, you designate in the software’s dashboard where you want the live video to appear before you go live.
These extra “appearances” help with increasing your views and getting your videos in front of multiple communities automatically.
Here are a few ideas on how you can do that:
Do you like automation?
Use repurposing software like Simple Social Press which automatically sends your FB video to your blog.
I send mine as a draft so that I can add words later.
However, you can have the video publish automatically on your blog once you’ve finished broadcasting on Facebook.
This saves a nice bit of time.
You can also use a tool called Repurpose.io to automatically strip the audio from your live videos and turn them into sound tracks. Here’s one that I did about learning lessons from failure:
Some people love listening to content so stripping the audio provides an added convenience for people who like to listen on-the-go.
Lastly, plan and automate it all with a tool like CoSchedule to take the heavy lifting off your hands.
Create a calendar of your content, your promotions, and set it all to happen automatically.
Read this tutorial on how to use CoSchedule to help you save time.
Perhaps you’re promoting something or your video was particularly powerful and you want to use it as a sales/attraction/awareness tool.
Provided you have some comments, shares, likes, you don’t have to pay a lot of money to create an ad from your video.
You can boost the post or create the ad.
This will help to get the video in front of more of your audience, your audience’s friends or a new audience depending on what you designate in your preferences.
Don’t be discouraged by “small” numbers or big-headed by “large” ones.
Your focus should be on your goal, one of which might be to reach your target audience.
Even with what would be considered micro influencer numbers on my live videos, I’ve been able to attract new customers, make affiliate sales, sell digital products, grow my list, close $20,000 sales and improve my public speaking skills.
These were some of my goals.
What are yours?
Remember, we all have individual goals for our businesses so you don’t want to get wrapped up in non-constructive criticisms by the uninformed, comparison to other people or vanity metrics that don’t mean squat.
And more importantly, the specific conversions that matter to YOU are what count the most.
To help you understand better how live video might fit within your overall marketing strategy, read Where does live streaming fit in the Marketing Funnel.
It will provide you with some valuable insight.
Follow the system and steps outlined above, implement and be consistent.
That last word is the KEY to the kingdom!
In time, and with a strategy in place, you will see the return that you’re looking for with your live videos.