In April 2016, Facebook launched Facebook Live, a live video streaming service that allows anyone to spread from their mobile devices directly to their Facebook news feed.
Since its launch, live video has grown in popularity, with 16% of broadcasting vendors in 2016. Facebook Live is particularly popular – videos see 3X the commitment of traditional videos shared on platforms, and millions of users in I live on Facebook around the world.
Why are sellers so enthusiastic about Facebook Live? Because it’s a fun and simple way to use the power of video to communicate your brand stories and build authentic relationships with fans and followers – in real time.
However, for such a simple concept, Facebook Live has a lot of little nuances that marketers will have to learn if they want to get the most out of the platform. This guide will help you learn the best tricks and tricks that can make a big and big difference in how many people watch your live broadcast, how they relate to it and how it performs.
In this post, we will walk through how to spread on Facebook Live, how to analyze the performance of your live video, and several tips and tricks to get the most out of the platform.
How to spread on Facebook Live
Facebook Live started as a mobile-only broadcast feature, but now, Facebook Pages can broadcast from mobile devices or desktop computers. We will see how to spread from mobile and desktop devices in the following sections.
How to spread on Facebook Live via Mobile
To start, exit your mobile device and open the Facebook application.
Step 1: Go to the News feed and touch the “Live” option indicated by the icon
You can also go live from your own Facebook profile. Open the status bar by touching the text that says “What do you have in mind?” Then select the option “Live Video” in the menu.
Step 2: Give your camera and microphone access to Facebook when prompted.
You will stop receiving these indications after the first time you use it.
Step 3: Choose your privacy settings.
If you’re publishing for a brand, you’ll probably want to go public. If you are publishing as yourself, you may want to reserve your broadcast for friends. But if you are new to Facebook Live and want to try it first, or want to see how something will look, change the privacy setting to “Only Me”. You can find the option “Only Me” by clicking on “More” and scrolling to the end.
Step 4: Write a compelling description.
Give your broadcast a description, which will appear in the News of the people as a status update over the video. For people to tune in, write a headline that catches your attention and help them understand what your broadcast is about. Take a look at the following example of the live broadcast of The White House.
Step 5: Mark friends, choose your location or add an activity.
Touch the icons at the bottom of the screen to tag the people in the Facebook Live video, add the location from which you are recording or share what you are doing in the transmission. These touches can add more customization to your video, increase detection and make people want to tune in.
Step 6: Configure the camera view.
Before clicking “Go live”, make sure the camera is pointing in the direction you want. The background of the configuration screen will show you what your camera sees. If you want to change the view of the camera to selfie or vice versa, simply click on the spinner icon in the upper right corner of the screen.
The video will be a square, so it does not matter if you hold your mobile device vertically or horizontally.
Pro Tip: You can choose if you want the image to also be reflected horizontally or vertically. Touch the magic wand icon in the upper right corner of the screen, and then tap the tool icon at the bottom of the screen to shoot from a different view or to adjust the brightness of the video.
Step 7: Add lenses, filters or write and draw your video.
Step 8: Click on the blue “Go Live” button to start the transmission.
Once you click on it, Facebook will give you a countdown – “3, 2, 1 …” – and then you will be live. As soon as the broadcast begins, your live video will appear in your News Feed – and in the news feed of others – as in any other publication.
Your transmission can last up to 90 minutes. Keep in mind that the more it is transmitted, the more people who move through their news channels on Facebook stumble in their place.
Step 9: Interact with viewers and commentators.
To keep your viewers engaged, encourage them to interact with your live video (which will help you rank them on others’ news feeds). You can also interact with them by talking directly to them in your video and, if you wish, having someone else respond to comments from a desktop computer somewhere else.
Where can you see these comments? While you are broadcasting, you will see the elapsed time in the upper left along with the number of viewers, and the comments will appear live at the bottom of your feed. They will appear in reverse chronological order, as in Twitter, so keep in mind that the former may be lower.
Note: You can also block viewers during a live broadcast by touching the profile image next to a reviewer’s comment and then clicking on “Block.” You can too unlock someone you have previously blocked .
Step 10: Click on “Finish” to finish the transmission.
Once this is done, the video will remain on your timeline or page like any other video publication.
Step 11: Post your response and save the video on your camera roll.
Once you finish your broadcast, you will find a screen similar to the one I have screenshot below. If you want to publish it, that will allow others to watch your video once you have stopped transmitting. Then press the download button to save the video on the camera roll so you have a copy of the original for safekeeping.
Step 12: You’re done.
You can always return to the publication in your Timeline or page and edit the description, change the privacy settings or delete the video, as you would with any other publication.
How to spread on Facebook Live via Desktop
If you are an administrator or editor of a Facebook page for your brand, you can also broadcast live from a desktop computer. This is not as spontaneous as broadcasting from a mobile device (and obviously not as mobile), but this could be a good option to shoot more static broadcasts. For example, we recently broadcast a Facebook Live panel to celebrate International Women’s Day. The panelists and the interviewer sat in their place all the time, an example of when broadcasting a more stable device could be more effective.
Step 1: Go to your page and touch the “Write something” box, as if you were writing a new publication.
Touch the “View all” menu option and click “Start a live video.”
Step 2: Write a compelling description of your video that will appear on the Timeline of your page and in the news feed.
Choose a descriptive and tempting summary to attract viewers and have them resume the sound of their Facebook Live to start watching.
Then click on “Next”.
Step 3: Give Facebook permission to use your computer’s camera and microphone.
You will not be asked to do this again once you do it for the first time.
Step 4: Check that your description and video display are final before starting your transmission.
From here, you also have the option to share live video from an external device, such as a video camera or other recording device. Click “click here” to configure that connection.
Step 5: Press “Go Live” to start the transmission.
Facebook will give you a “3, 2, 1 …” countdown before going live. Touch “Finish” when you are ready to finish the transmission.
Step 6: The broadcast will appear in the news feed and on the timeline of your page, where you can edit it by touching the drop-down arrow in the upper right corner.
From here, you can change the description, change the publication date, or create a new Facebook entry with the broadcast. If you want a video to get more information, you can also set it at the top of your brand page, so it’s the first message visitors see when they visit.
How to analyze the performance of your live video
How to access Google Analytics on a Facebook business page
To start analyzing Facebook Live broadcasts, go to the “Insights” tab at the top of your brand’s Facebook page:
Then, go to the “Videos” section of your analysis on the left side of the screen.
From there, scroll to the “Main Videos” section and choose a video from that menu to examine it, or tap “Video Library” to see all the videos your page has published.
Now, let’s dive in the background.
The performance analyzes available for Facebook Live videos are similar to those of regular videos on Facebook, with some clean additions.
- For pre-recorded videos: Facebook allows you to analyze viewed minutes, unique viewers, video views, 10-second views, average percentage completion, and a breakdown of reactions, comments, and actions.
- For Facebook Live videos: Facebook allows you to analyze all the metrics mentioned above, in addition to the real-time viewers, the total views, the average viewing time, the people reached and the demographics of who saw your video.
In addition to all these static numbers, you can click on each metric to see how it changed over time when the video was live. For example, if we click on “Peak live viewers”, we will see this interactive graphic of the video viewers in time:
You can even see who your typical viewer is during your broadcast, based on your Facebook profile information:
Now that you have the steps down, let’s go into some tips and tricks.
14 Tips and tricks to get the most out of FB Live
There are a lot of little things you can do to get the most out of your Facebook Live videos. Below is an example of one of the first live Facebook videos of Refinery29. This was the first video of a five-part live video series called “Chasing Daylight”, showing a typical night for women in five different cities around the world. My colleague, Marketing Manager of HubSpot Lindsay Kolowich He traced this down, and we refer to him in some of the tips below.
Warning: Some NSFW language.
1) Try the live video with the privacy settings “Only Me”.
If you want to play with the live broadcast without sharing it with anyone else, you can change the privacy settings so that you are the only one who can see it, as with any other Facebook entry.
To change the privacy settings to “Only Me,” follow steps 1-4 in the instructions above.
2) Space live videos with other Facebook messages.
Here is a tip from Social Video Manager of buzzvizz, Jagmeet singh . Because Facebook classifies higher live videos than other videos and other types of publications, Hunersen recommends spacing out your Facebook Live videos with other Facebook content that you post.
“Wait at least two hours before or after posting a live video on Facebook,” he says. “Otherwise, your Facebook Live video can cannibalize additional traffic.”
3) Keep reintroducing.
When you start the video for the first time, take a minute to introduce yourself and what the video is about. But keep in mind that when you start the live broadcast for the first time, you may not see anyone. Even a few seconds in, you could only have a handful of spectators. As people find their video in their news feeds, they will join them, but that means they want to reintroduce a second, third and even a fourth time to catch people.
For example, in the Refinery29 video above, host Lucie Fink shows up three times in the first few minutes, and several more times after that.
One second in:
Hello, Facebook live! Hears! Lucie Fink here. I do not know if we have someone in the broadcast yet, so I’ll wait a minute to see who joins us. ”
One minute in:
Hello to the 309 spectators here right now. I’m Lucie Fink from Refinery29. Just to recap what is happening right now, this is the new global initiative of the Refinery29, “Chasing Daylight”.
A few minutes in:
Just to give a quick recap on who I am, in case you do not know – I’m Lucie Fink. I work at Refinery 29. Today, I’m doing all this new series, and this is essentially giving you a look at the lives of women around the world. ”
15 minutes in:
So now that we have 3.5 thousand people in this broadcast, let me start from the top because some of you may not know what is happening. I’m Lucie Fink from Refinery29, and maybe you know me from some videos, maybe not. Either way, it’s a pleasure to meet you. Today we start a new series of videos on Refinery’s Facebook Live platform. It’s called “Chasing the light of day,” and it will be every night of this week. ”
25 minutes in:
That’s what I think is so cool about ‘Chasing the light of day.’ For people who are new and do not really understand why I’m sitting on my toilet, the answer is, I’m Lucie Fink, and [is] Episode One, the New York version of ‘Chasing Daylight’, which is Refinery29 new series on I live on Facebook that is starting right now. ”
4) Make the video visually appealing.
Although all Facebook videos are automatically played on people’s news channels, they remain silent until the viewer manually relights the volume. That means you have to be visually appealing – not only at the beginning of your broadcast (although that will be important for when people watch the video later), but throughout the video as more and more people join.
The more visually appealing it can be, the more you can attract people to stay. That means keeping the camera moving and not just sitting in one place – something Lucie did very well in that Refinery29 video.
Not only will you get more viewers in this way, but you will also get your broadcast ranked higher in other people’s news feeds. Facebook began to monitor video coupling signals – how to turn on the audio, change to full screen mode, or allow high definition – interpret that as users enjoying the video. As a result, they have adjusted the algorithm so that the videos that are committed in this way appear higher in the feed.
5) That is spontaneous.
What makes a live video special? The spontaneous and interactive nature of it.
“People love the ability to interact,” says Hunersen. “They love the novelty of seeing someone at a time when something can happen, it’s the new reality on television.”
A large part of what makes the live video of Refinery29 so great is how much Lucie and her friends embrace her “living”, spontaneous nature. For example, at one point, Lucie calls her friends to recreate a scene from the Broadway show Hamilton. He was disheveled, without rehearsals and very funny. His other friends laughed at her. It reminded me of a fun night with my own friends. “This is literally what we do in the office,” Lucie said of the show through laughter.
These moments are what make the live video special, and are exactly what sets it apart from videos with script, edited or otherwise pre-recorded. Embrace the platform. Banter is always, always good.
6) Do not worry about mistakes or stuttering.
Spontaneity works – even if your Facebook Live does not go according to plan.
Let’s face it, we are all human. And when humans and technology mix, sometimes there can be technical difficulties.
If you’re recording a live video, things could fail: your computer could malfunction, lose your train of thought, or you can be photo-bombed by a random passer-by. You can not call it “cut” if things happen – you have to shoot with them and keep filming and talking.
The good news? These things help maintain its human and real spreading. If you wobble your phone while filming, laugh and call it. If you forget what you were saying, make a joke. The key is to keep the transmission as a fun conversation, so if errors occur, keep it light and keep the lines of communication open with your viewers.
For example, if you make a mistake during your Facebook Live, ask viewers to write in the comments if they have made the same mistake, too.
7) Encourage the viewers to like and share the video.
One of the main ways in which the Facebook algorithm classifies a post is by how many people like it and shares it. The more people like it and share your live broadcast, the more it will show up on people’s news channels.
But when people are watching a video, they may be more distracted from liking and sharing than a text message or photo. (That’s something that Facebook people noticed about video content from the beginning, so they started to monitor other video participation signals, like turn on the volume.)
In the Refinery29 video, you’ll notice that Lucie explicitly asks viewers to like her and share the video many times. Here are some examples:
- “If you like this broadcast and share it now, you will be part of this new series that is now starting in Refinery29”.
- “If you share this transmission, they will be part of the story. And what is better than being part of the story? ”
-Press if you like Hamilton.
- “Thanks for all this, my screen is absurdly blue now because I’m getting tons of thumbs up.”
- “Share this with your best girlfriend, who you think is strong and powerful.”
I like the last example, the best because it is asking viewers to share with a specific type of person – in this case, a better girlfriend. This could induce viewers to think, “Hey, she’s right, my friend Stacy might like this” and then share it with that specific friend.
8) Get involved with the commentators and call them by their name.
The number of comments in its dissemination is another way to get Facebook to give it a higher relevance score, so it is more likely to appear on people’s news channels. So encourage your viewers to comment, and participate with the people they are commenting on by answering their questions and calling them by name. Not only will you get more people to comment, but it’s also a fun way to include your viewers in the live experience, which could make them stay longer.
“Your audience will be happy to hear you mention your name and answer your questions when you are alive,” says Hunersen.
In the video Refinery29, Lucie was constantly in touch with viewers and commentators. At one point, for example, she said: “We are so excited to see you guys! Do you have any questions for someone living in New York? “Then, he read some of the comments that came up and responded to them – using the names of the commentators.
We do this here on HubSpot with our Facebook Live broadcasts, too. Take a look at all the talks in the comments – we use those questions to keep our discussion going.
9) Have someone else see and respond to comments from a desktop computer.
When you’re the one holding the camera for a Facebook Live video, it’s really hard to see the comments popping up on the mobile screen. If the comments come quickly, it is especially easy to lose sight of them when they disappear below the fold. In addition, it is probably occupied by recording and entertainment viewers.
Because of this, it is always a good idea to have an additional person connected to the main account to monitor the comments on a desktop computer. In this way, they can take care of responding so that the person who records the video can concentrate on creating a great experience.
10) Subtitle your transmission in the comments section.
Your viewers can be tuning and tuning to watch your video during the work day, or they can simply watch your video without sound. Either way, periodically subtitling the video in the comments section is an excellent way to keep people engaged. This also allows people who are tuning in late to catch up on what is happening.
Take some inspiration from Refinery29 – subtitled the video with some of the one-liners and more snackable broadcasting quotes in the comments section:
11) Ask viewers to subscribe to live notifications.
In addition to asking for tastes, actions and comments, ask viewers to subscribe to live notifications. To do this, all viewers have to do is click on the small arrow down in the upper right corner of the live video publication and choose “Activate notifications”.
You can also ask them to like your brand on Facebook, which will make it more likely that they will be notified of their next live broadcast. Lucie does it in the video Refinery29.
12) Diffusion for at least 10 minutes.
As soon as you start recording your live video, it will start slowly but surely appearing on people’s news channels. The more time it is transmitted, especially when they like, comments and actions begin to appear, the most likely people will discover their video and share it with their friends.
Because time is such an important factor for engagement in these live videos, we recommend that you go live for at least 10 minutes, although you can remain live up to 90 minutes for a particular video.
13) Say goodbye before finishing.
Before ending your live broadcast, be sure to end up with a closing line, such as “Thanks for watching” or “I will live again soon.”
Lucie de Refinery29 checked some other commitment requests off the list at the end of her transmission:
Therefore, we are about to sign. It has been an incredible first episode of ‘Chasing the light of day’. . . . Do not forget to share this with your friends right now so you can always find this series and return to it. . . . We are so happy that you tuned our episode in New York. . . . Good evening from New York! ”
14) Add a link to the description below.
Once you have finished the live broadcast, you can always go back and edit the description, change the privacy settings or delete the video, just like any other publication.
This is where you can add a trackable link to the description in the post, which can direct future viewers to the live video series page, the site of the campaign you use to promote the video or elsewhere.
To edit the description of a video: Search for the video on your timeline or page and click on the down arrow in the upper right corner of the publication. Choose “Edit Publication” from the drop-down menu and edit the description accordingly.
We hope this has been a useful guide. We will keep you informed with any news and suggestions to connect with your audience in a colder way.
What strategies have brought you the most success using Facebook Live? Share with us in the comments.