5 Benefits of Facebook Live for Business

by
June 27, 2018
Using Facebook Live for Business

One of the fastest-growing areas of video marketing is live video. Live video, or live streaming, involves broadcasting real-time footage on a variety of topics including celebrity events, concerts, scheduled promotions, as well as streaming between users. Live video is becoming extremely popular as one of the most genuine ways to connect and interact with audiences. In fact, 80% of consumers 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 videos continuing to provide excellent marketing opportunities for businesses, especially online retailers, businesses should consider leveraging live videos. 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

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.

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 Facebook live videos over standards videos on user’s news feeds. This is another reason to consider using Facebook Live for your business.

Here are 5 benefits for why you should start using Facebook Live for your business.

1. 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.

2. Facebook Live Videos Save Time

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 effective. Live videos still require you to invest some time into production, but not as much as pre-recorded content. The main appeal of live videos is that they are raw, unedited, and not highly produced. They capture real-time content and allow for real-time engagement. Businesses can interact while shooting a video, saving time from answering questions later.

3. Facebook Live Videos are Cost-Effective

Finding ways to ensure quality content while staying on budget is a main objective for most businesses. If your company wants to make quick low-cost announcements, Facebook Live is a good cost-effective option. Expensive equipment and big filming crews are unnecessary when using Facebook Live for your business. Companies can utilize hand held devices and only needs a minimum of one person to shoot. Even better, once a live stream is over the video is complete. There are no retakes and no one has to be hired to spend additional time on editing the video.

4. 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.

5. Facebook Live Videos Encourage Traffic

A major benefit of Facebook Live videos is driving traffic to your business page. As live videos encourage engagement and allow for product promotions, users who liked your content are more likely to come back for more. As Facebook Live videos allow for unique content, real-time interactions, and constant updates, businesses can drive traffic back to their Facebook page or site. A steady stream of videos draws users back for more.

NEXT STEPS

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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