I've already explained why you need Live Video content as a part of your Facebook marketing strategy. as well as what to say, and how to say it. Below, I share 10 best practices for your Facebook Live broadcasts, and offer the opportunity to download the exact sequence I use for structuring Facebook Live broadcasts optimally every time.
1.) Be Consistent
Consistency is essential. When you pick a day/time for your broadcasts, it's more important that you pick a day/time that works for YOU than it is that you pick the day/time that your audience is online. More people will always watch the replay than will watch the video Live, and that's okay. You need to establish consistency and the best way to do that is to pick a day/time that will constantly be good for you.
Put that date into your calendar as a recurring event. Blocking off 15 mins before and after the time to allow for prep, follow-up, and wiggle room for recording fluctuations.
2.) Plan Ahead
I prefer to plan at least 24 hours in advance, and aim for at least 10-minutes of content. Think about what are you going to talk about and/or what value will you provide your audience? While a script isn't necessary, however notes and an outline may help – you may choose to use out Facebook Live Success Sequence Workbook, which you can download HERE.
3.) Include a Strong Description
Having a strong description on your Live video can help influence a person to watch the broadcast, especially if they join after you've done an introduction. While, it's true that this description can be edited after the Live broadcast, you definitely don’t want to wait to have a compelling description. Ensure that you have a strong and concise reason for people to tune in. Consider sharing what they will learn if they stick around until the end – and about how long that will be, so people know it's not going to take TOO long.
4.) Build Anticipation
A few hours before your scheduled broadcast (or the night before, if it's in the morning) post a reminder to your Page and consider sharing with your email list and/or groups. This can also be scheduled into your calendar so that you don’t forget – or you can schedule the posts to your Facebook Page. Let people know how excited YOU are. It will also give people a heads-up and encourage them to join you live.
5.) Strong Connection
Don't underestimate the importance of a strong connection. If at all possible, ensure you are connected to a Wifi network. If that's not possible, you may be okay with a 4G connection. Streaming live video relies on having that strong connection – and there is nothing sadder than starting a broadcast and losing the connection!
6.) Airplane Mode
Putting your phone in Airplane Mode will ensure that you are not using your cellular data. This means no phone calls or text messages will come through and disrupt your broadcast. Ensure Airplane Mode is ON and WiFi is ON for the best connectivity.
7.) Consider Your Environment
Live video does not have to be perfect, but you do want to be aware of your environment. Especially if you are not using any type of external mic, ensure that there is minimal background noise. Consider closing doors and windows to keep background noise to a minimum and ensure that your viewers can hear your voice.
Facebook is also BIG on intellectual property – so ensure that there is NO MUSIC playing in the background. Facebook's algorithms will identify music and if it sounds similar to any protected music, your video will be deleted without notice. Nothing is more defeating than working so hard on a video only to lose it. I recommend avoiding ALL music – even if you believe you have the rights. One of my clients was a large consumer packaged goods company with a contract and rights to use a very popular (at the time) song in their promotions. The algorithms can't read contracts, and it was a long battle to get the content approved. It's not worth the fight. Just avoid music!
8.) Have a Conversation
Live video is different from other types of video content. The fact that it's live makes it more personable and humanizing for your brand. Viewers feel like they are having a video chat with you. Remember to speak conversationally and ask questions when appropriate. Welcome viewers by saying hello to commenters by name, and by responding to their comments. When you are wrapping up, ensure you say “good-bye,” the same way you would on a phone call.
9.) Bring Any Notes
If you took notes or made an outline (as discussed up in #2), have them ready. If I know that I will be referring to notes, I like to hold them up near the camera so I can refer to them while broadcasting if needed, without looking like I am reading notes on my desk. Hold them off to the side, above, or under the camera… just make sure they are not in view!
10.) Bring Energy & Personality
When you're on camera, it's really important to be energetic. People feed off of your energy and if you want THEM to be excited about watching you, then YOU need to be excited about serving them! That being said, it's also important to be yourself. So, my recommendation for combing those 2 elements is to be “one notch” more energetic than you typically are. Don't go TOO big… you do not want to see phony. Just take your normal energy level up a little bit. Ensure that you smile, and let your personality shine through. Remember it's totally okay if you mess up. Just shake it off in a way that is natural for you, and keep going. People do not expect perfection on Live video – they will connect with you as a human being who makes mistakes.
You’re going to do great!
Wish you had a printable version of the checklist?
Or, an easy to follow getting started guide?
I’ve got you covered!
I have assembled a FREE downloadable workbook that will walk you through the process of going Live quickly, easily, and effectively! This is the exact strategy I am implementing in my business, especially given the recent algorithm changes on Facebook. Plus, I recorded video files to support you page-by-page through the guide. Get the Figure Out Facebook Live Strategy HERE!
Meg Brunson is a former Facebook employee with a passion for helping bootstrapped businesses figure out Facebook so that they can promote like the pros! She left the 9-5 in 2017, so that she could be the mom she wanted to be to her 4 young daughters.
She is a firm believer in the power of entrepreneurship and is the founder and CEO of EIEIO Marketing, a digital marketing agency focused on Facebook Marketing.
After helping her daughter launch her first business, Storytime With Kiki, at the age of 10, Meg began hosting the FamilyPreneur Podcast: an interview-style podcast for parent entrepreneurs, raising entrepreneurial children.