Check out a step by step on how to make a Live on Facebook and learn how to align the broadcast with your Digital Marketing strategy
Recently, we talked here on the blog about the Boom of Lives on Instagram, which are dominating the social network and helping companies, partners and customers to connect in a transparent and agile way in this moment that requires quick resolutions and decisions taken together – even if it is about what your audience wants to consume and how to produce content in a conscious and useful way.
With that in mind, today Blue World City is here to talk about something similar, Facebook Live: another simple and easy-to-use tool that can help you connect with your audience through live broadcasts, whatever it is.
After all, Facebook is still the most used social network in the world and the chance that someone isn’t there is remote
Plus, it’s a great format for anyone looking to start generating engagement with their page. That’s because, in addition to Facebook increasingly valuing the format of videos in the news feed, live broadcasts encourage interaction with those who are watching your video, thus making the audience’s response much greater.
So, we will teach you step by step how to make a live on Facebook and at the end we will give tips on how you can align your live broadcast with your Digital Marketing strategy and generate more opportunities with it. Check out!
Step by step to make a live stream on Facebook Live
There are two ways to broadcast live on Facebook: from the page itself and via coding software.
How to make a Live directly from Facebook
The simplest and fastest way is to start the live stream directly through the app, following the steps below:
1. Start Live
The first step is for you to enter your Facebook page (either from your computer, if you are going to do it with your webcam, or by cell phone, if you are going to do it with your cell phone camera) and access the status sharing area, select the option “Start a live video”.
2. Live Stream Settings
Next, you will see the Facebook Live screen, where you must configure the description that will appear in your live post. Then just click “Start Live Stream” to get started!
Live stream with encoding software
If you want to use more professional features for your live stream – for example, share your computer screen during Live – you will need encoding software.
Here at RD we always use Open Broadcaster Software (OBS), a free program that allows us to use more than one microphone during the broadcast, share the screen, and let the live broadcast already scheduled on Facebook.
If you choose this option, the step by step is this:
1. Start Live
On your Facebook page, you should select the “Publishing Tools” option at the top of the page.
2. Live Stream Settings
On this tab, you should copy the stream key that Facebook will make available and paste it into the software you will use. This stream key is valid for 7 days. After a video preview, you have up to 5 hours to start a live stream. If you need more time, you should create a new stream key closer to the time.
Attention: the stream key is unique for each stream, so if it gets interrupted you will need to start a new one.
Then you’ll need to make adjustments such as adding a title for your video, description and keywords.
When you start streaming in your software, a preview of the image will appear on the page below. However, you will only have started streaming when you click “Stream Live” on Facebook, not the software.
Here’s a very important tip: doing it this way, you can already have your publication scheduled with the option for people to check the option to remind them through a notification when you go live. This ensures that you have already gained an audience before you even start broadcasting.
Thus, it is possible to define on which date and time you will go live and add an image for your Live’s promotion. At the time of your appointment, a publication will automatically be created on your page. 5 best practices to make a Live on Facebook aligned with your Digital Marketing strategy
1. Add a Call-To-Action or more
It is very important to use your live stream not only to have more visibility on your page and more engagement from your followers but also to achieve your strategic objective on your page.
For example, if your website’s main objective is to generate conversions in your content, always provide a link to some free material related to the live theme to facilitate the user’s conversion. If your goal is to sell a product on your website, provide this link to facilitate the purchase.
You can do this by adding the link in the live description (caption) or in the comments. The important thing is to take advantage of the live moment to recommend to your viewer that they click on the link you made available to carry out the conversion or purchase action.
2. Have consistency
When you create an agenda and an appointment, it is much easier to maintain your Lives consistency, as well as guarantee the presence of your viewer.
In other words, if you create a program, where you already know that there will be at least one edition per month, on such date and at such time, you can gain more and more loyal followers who always watch your broadcasts live.
3. Everyone can (and should!) do it: create adaptations for your business and go for it!
The interesting thing about Live is that you can cover any topic that interests your followers. Therefore, there is no such thing as “not every company can do it”. But here are some examples of companies for which we highly recommend this publishing format.
Education companies and online courses naturally already have a lot of ready-made content, which facilitates the creation of this content format. It is important to take advantage of the facility that the company already has in broadcasting live classes and engaging with its users on Facebook as well.
Companies that are a reference in some subject – for example, Digital Results as a reference in Digital Marketing – also usually have a lot of ready-made content on the subject.
Events at your company – or at which your company is participating – are also perfect occasions to do a live stream. You can broadcast lectures, interview speakers, etc. At RD Summit 2018, for example, we did a Live at the time of the announcement of the new RD Station made during a lecture by our CEO, Eric Santos.
4. Pay attention to equipment, internet, image and sound
It is important to keep in mind that it is not necessary to have highly evolved equipment to make a Live. However, there are a few things that are important to ensure the success of your live stream:
- A camera: here at RD we use an HD webcam, however, you can even do it with your cell phone camera.
- A microphone: for Live to be audible and your followers can listen to you calmly, it is interesting to use a microphone – which can be a lapel, table or even the microphone that is already built into your headphones.
- Good lighting: if you don’t have artificial lights, try to take advantage of natural daylight, remembering that you should always face the lighting, it should never be behind you (be careful with windows!).
- Good internet: it is very important that the internet is good and without instabilities, as the success of your Live will depend on this (with an unstable internet, the risks of crashing in the middle of the transmission or the image not being good are very high and harmful).
5. Analyze your results
At the end of a live broadcast there are some metrics that are important to be analyzed to optimize and improve your Live even more. Facebook itself already has a very good analysis tool for videos, and there you can extract all the data you need.
You can visualize, for example, what was the peak of viewers that your live broadcast had and when on Live it happened. Thus, you can calculate the average time it takes to reach a larger number of viewers and leave the most important information of the next lives reserved for that moment.
Or you can find out the average amount of time people spent watching your Live to calculate what the ideal length of time will be for future issues – and not end up doing a very short or a very long broadcast.
It is also possible:
- Have information from the audience who watched your broadcast, such as the number of people reached;
- Know how many unique viewers;
- Know how many engaged with the publication;
- Know what were the reactions, gender and age of the main audience;
- Know the main locations where they were.
Use Live on Facebook to humanize your brand
Finally, live is a very interesting way to show behind the scenes of your company, who are the people behind the content that your company produces and who are the people in your business who are experts in the subject that is being addressed.
So, it’s a great opportunity to act informally and show a more humanized side of your brand!
Our intention was to share with you some of the lessons we learned from RD’s live broadcasts on Facebook. We hope that the content will be able to help you bring more results, with technology as an ally, in this uncertain moment of quarantine.
Frequently Asked Questions:
How to make a live on Facebook?
To make a Live on Facebook, simply enter your page or profile on the social network (either from your computer or mobile, using the Facebook application), access the status sharing area, select the ‘Live Video’ option and start to transmit.
What is needed to make a live on Facebook?
It is not necessary to have a highly evolved equipment to make a Live, in general you need: a camera, a microphone, good lighting (whether natural light from a window or artificial light such as LED), and a good internet connection.
How to analyze the results of a live on Facebook?
There are some metrics that are important to be analyzed to optimize and improve your Live even more. Some metrics to be observed are: knowing what was the peak of live viewers and when it happened; average time that people were watching the live; how many unique viewers, how much engagement, what reactions to the live it received, gender and age group of the main audience.