Using Facebook Live for Business

Why to Use Facebook Live for Your Business

by
June 27, 2018

 

Videos continue to provide excellent marketing opportunities for businesses, especially online retailers. Here are some current statistics from HubSpot:

  • 85% of people say they’d like to see more video from brands in 2018
  • 95% of people have watched an explainer video to learn more about a product or service
  • 81% of people have been convinced to buy a product or service by watching a brand’s video

One of the fastest-growing areas of video marketing is live video. Live video involves broadcasting real-time footage and is very appealing to consumers. In fact, 80% would rather watch a live video from a brand than read a blog. And 82% prefer live video from a brand than social posts.

With over 2 billion monthly active users, Facebook Live is the top social media platform for live video. In fact, one in every five videos on Facebook is a live broadcast.

Here’s why you should start using Facebook Live for your business.

The Importance of Facebook Live Video

On Air Sign

Facebook has the most active users of any social media network. Its users spend up to 3x more time watching a Facebook Live video than a recorded video. And daily watch time of Facebook Live broadcasts has increased by 400% since its launch in 2016.

A big driver of this engagement is due to changes Facebook made to its algorithm in 2018. The updated algorithm prioritizes live videos over standards videos on user’s news feeds. This is another reason to consider using Facebook Live for your business.

Facebook Live Videos Encourage Engagement

Friends Watching a Tablet

Highly engaging content is also prioritized in Facebook’s new algorithm. So, if you want your brand’s content seen, you need to post content that sparks conversation. Videos have higher engagement levels than text or image posts. And live videos get 6x more interaction than regular videos.

People also comment on Facebook Live videos over 10x more than non-live videos. As a result, live video will be a key strategy for getting your company’s content towards the top of the News Feed.

Facebook Live Videos Save Time and Money

Example of Using Facebook Live for Your Business

Creating a live video instead of a pre-recorded video can require less time and be more cost-effective. Live videos still require you to put in time and possibly money. But part of the appeal of live videos is that they are raw, unedited, and not highly produced.

Expensive equipment and big filming crews are unnecessary. And once the live stream is over the video is complete. There are no retakes and no one has to spend additional time on editing the video. If your company wants to make quick announcements, Facebook Live could be a good option.

Facebook Live Videos Create a Sense of Community

Group of Friends on Bench Looking at Phones

The goal of Facebook’s algorithm change is to help build connections. This means that your ecommerce company needs to shift your strategy. Instead of just boosting sales, you should create genuine relationships with your customers. And using Facebook Live for your business is a perfect way to do that.

To determine what kind of content to produce and who the target audience is, you should think of what types of communities your products connect to. Here’s an example from Dough EZ:

While their video appeals to all bakers, the brand specifically reaches out to the gluten-free community by inviting Patrick Auger. Auger is a professional gluten-free, allergy-free baker who shows viewers how to make gluten-free puff pastries.

Facebook Live can be a great opportunity to connect with consumers in real time. You can answer viewers’ questions as you are filming. And you can see the conversations in the comments or take your audience behind the scenes. Since it is live and unedited, it also creates a more authentic image of the company, which can increase trust.

Next Steps

Facebook Live videos will continue to grow in popularity and be an essential tool in increasing company visibility and engaging consumers. It is an effective medium for quickly getting your message out there, promoting your brand, and fostering a sense of community on your Facebook page. Stay tuned for future posts on more ways to use Facebook Live for your business.

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