Facebook Live Raises the Bar for Business Video Production

 

Change is constant. As you extend your business marketing and advertising initiatives, it's easy to forget that the online platforms are shifting under your feet.

By now, you've probably heard that Facebook Live is ramping up, with a goal of much more video on Facebook to drive more engagement. That means that, during this transition, if you tell your story with video you may have a big advantage in terms of being seen. Facebook is prioritizing video in users feeds. You just won't encounter many opportunities like this. 

In case you missed it, this interview with Brent Csutoras, Social Media Strategist at Search Engine Journal, asserted that Facebook will now be giving companies that publish videos significant preference in terms of unpaid views.  This is reasonable speculation -- Facebook needs everybody to get on board with watching FB videos while they roll out the project.

In addition, research by SocialBakers has shown that Facebook Live is easily catching and surpassing Periscope, the live video-sharing app that was briefly the growing darling of so many companies.  If you haven't yet put together a Facebook Live strategy, and you are scrambling or even just wondering about whether that's worth a major effort in this shifting environment, it's a good time to take stock of your video presence and the realistic opportunities of the moment. 

There are so many interesting takeaways from what we have learned so far that it's not feasible to collect all of them into a post.  Most insights are only useful for some of our clients, after talking through what their specific goals are.  But that doesn't mean we don't have tips for anybody who resolves to go live on Facebook for the first time soon.  

Three directions for your first Facebook Live video

• Plan some live how-to videos and product demonstrations. Your Facebook followers want to see how your product or service works.  Whether it's how to fly your latest toy drone or how to make a visually stunning platter using your artisan cheeses, practical segments that encourage viewers to master techniques are visually and intellectually exciting. A compelling live software demo can be more of a challenge, but smart methods will win audiences in all sectors.  
• Give your fans live behind-the-scenes looks at what you are working on.  If you are going to be doing a visually interesting task on Thursday, plan ahead to make a live video demonstrating an action that's key to the work you do. Even a tour of your digs or an intro to the staff dogs can take us behind the scenes to show us what your company does and what your culture is like.  (Are you all sitting at computers all day? Talk with us about how to make your services more visual.  We've made the invisible watchable many times before.)
• Let your customers do the talking.  The word "testimonial" sounds boring and stuffy, but the enthusiasm of a happy customer telling a story is simply captivating. We know how to make your best customers comfortable and loquacious. They'll be the first one to share that video – it's personal.

Maybe you want your brand voice to be casual – as effortless and intimate as a selfie. However, whether shared in Periscope, Snapchat, Instagram or Facebook, the natural easy-going message you want to produce is likely to look sloppy and unprepared unless you understand the bar that has been set for video production for business. Facebook recommends the use of professional cameras and microphones for good reason – they know that quality production helps with engagement.

We keep our eyes on the trends. We don't let trends sweep us off our feet. Get in touch with us to learn more about what we do, and what you can do right now to take advantage of the current video environment.