Creating content for, remaining relevant to and starting a conversation with your target audience can be tricky, and comes with many considerations! We’ve got you covered with best practices, insights, case studies — and more! — to act as your guide to engagement for social media marketing services.
My newsfeed over the past few months has been full of live stream videos from public figures, media outlets I follow and brands I love. I have to admit, I find myself watching and engaging with nine out of ten of them, and after doing a bit of research, I found I’m not alone.
According to Facebook: “People comment 10 times more on Facebook Live videos than on regular videos. They also spend more than 3x more time watching a Facebook Live video on average compared to a video that’s no longer live.”
Videos are more interesting in the moment. Therefore, Facebook has shifted its algorithm to make live videos appear higher in your newsfeed when they are, indeed, live.
Here are three brands we think are doing a fantastic job implementing the Facebook Live Stream feature, and a few takeaways on what they did right:
Buzzfeed decided to capitalize on summer Friday office syndrome – aka watch videos online and stare endlessly out the window as you dream of Saturday. They utilized Facebook live to stream two employees adding rubber bands to a watermelon to see how many it would take for it to explode. The result? It took 686 rubber bands. As they added the rubber bands, both employees engaged with the audience, asking how many they believed it would take to finally burst.
According to Facebook, this video had more people tuning in live than any other video in the history of the platform. At the peak of its 45-minute run time, 807,000 viewers were watching at the same time. It also became a Twitter trend that day!
Takeaway: Do something crazy that will grab user attention. Also, let people know it is coming ahead of time so they know to watch!
This beauty brand has always been social-media savvy. They introduce new beauty partners and provide live Q&A’s with those partners to answer comments from fans on demand. They even tie in celeb stylists to amplify the reach and maximize engagement. In one example, they head to partner Living Proof’s headquarters and speak with the Global Creative Director Michael Shaun Corby about fine hair solutions and how to create a voluminous, bouncy look. As Michael is answering questions, they also have both the Living Proof and Birch Box teams replying to questions in the comment section.
Takeaway: Q&A sessions are an ideal way to utilize the Facebook live feature, as they promote even more conversation! When you have people answering questions on the video and in the comment section, it’s a win win. Also, calling people out by name from their comment makes them feel special – so don’t forget to show your fans some love!
Dunkin Donuts has a very loyal fan base, myself included. In honor of National Donut Day, Dunkin live streamed a video from its “top secret” test kitchen with its “manager of donut excellence,” demonstrating how to make its cake donuts from beginning to end. This was done one day prior to National Donut Day and the official “free donut with any beverage purchase” promotion was announced. They had over 3K reactions, over 900 comments and just under 32K views. They also had a community manager on demand to answer questions as they came in via comments.
Takeaway: Take your fans behind-the-scenes for exclusive “how-to” experiences. Also, let them meet the personalities responsible for creating a finished product.