Everything you need to know about Facebook Live
March 20, 2017
This week on the Life by Design podcast I spilled the beans about Facebook Live. If you're in my Facebook group, The Mompreneur Community, you are already aware of my affinity for Facebook Live. Over the past year I've really made the commitment to becoming an industry leader in hacking Facebook Live. And now just the whole livestreaming thing, but also making sure that my livestreams get seen on Facebook through figuring out how to optimize and utilize Facebook's algorithm. You can create great content, but if no one is seeing it, what's the point, right?!
Before we get into the meat and potatoes of this topic, I want to invite you to download your copy of The Ultimate Facebook Live Checklist. In this checklist it breaks down every single thing you need to be doing before, during, and after your Facebook Live broadcasts to get the results we all want and need in our business: high conversions and high engagement. To download your copy, click here.
Now, let's dive in! First and foremost, to listen to this week's episode, you can do so here:
The first part of utilizing Facebook Live is understanding why you need to be doing Facebook Live broadcasts.
1. Facebook Live helps to build the "know, like, and trust factor".
If you're an online entrepreneur solidifying the "know, like, and trust factor" is CRITICAL in your business. In the online space some businesses use really spammy techniques to advertise their products or services. We've all seen the posts or gotten the Facebook messages that leave us feeling like we need a shower. Facebook Live allows you to be authentic and real, which can be super refreshing sometimes!
2. Facebook Live is a way to give INSANE value.
You should always produce a Facebook Live broadcast with the premise of giving insane value. It's the quickest way to get someone on your list, in your Facebook group, or convert them from a follower to a fan. By starting your broadcast with an intention to add value it establishes you as the expert in the room on a certain topic. And these topics don't have to be anything groundbreaking, they don't have to be anything new. It's interesting because it's coming from you and your unique experience with this certain topic. Your spin on the topic, your experiences from it, make it valid.
3. Facebook Live is 100% authentic. And you can't escape that.
This can be a good thing or it can be a bad thing. You can't hide from Facebook Live. Your audience sees whatever location you are in, sees your beautiful face, sees your mannerisms, and sees you talk. THEY SEE YOU. My followers see my crazy hand motions, they see me say "y'all" and "game changer". It's 100% me and I'm not about to try to escape that. And to go a step further, if that bothers someone, then I'm not really interested in working with them. It weeds out your not-so-ideal clients.
On the other side of the coin is that you can't hide anything from Facebook Live. If your branding shows you as a polished and put together, confident woman, but you come across your Facebook Live broadcasts as being scattered, frazzled, and unsure, your followers are going to pick up on that. Branding is 100% essential, but if you're not portraying the face of your own brand in the way that it's portrayed online, that can be really detrimental for your business.
4. Facebook Live broadcasts are easily consumed.
This is partially a strategic move and partially a convenience move, on my part. My target market is ambitious mompreneurs. Ambitious mompreneurs don't have time to sit down and read an entire blog post. We've got a limited amount of time and sometimes reading is a luxury that isn't able to be done daily. So audio works for us. For example, I unload the dishwasher, cook dinner, vacuum, do laundry, and scrub toilets with headphones on, listening to either Facebook Live broadcasts from people I admire, or listening to podcasts. It's the quickest way for me to consume content, and the same goes for my ideal client. This method works for us in this season of life. It's the EXACT reason why I started a podcast, it's how my ideal client consumes content.
Now let's shift gears and talk about getting the most out of a single Facebook Live broadcast. The benefit of Facebook Live over other livestreaming options is simply the platform of Facebook. Facebook's algorithm has entrepreneurs in mind. It promotes value over spam. So when your content is value-based and others find it valuable, they reward you by boosting it in the News Feed.
Over the past year I've researched, tested, and tweaked ways to optimize Facebook's algorithm in order to get the most out of the content you share. So, in order to do this you first need to understand what Facebook views as quality. Facebook likes these four things:
1. Native content
2. Facebook Live
Now let's dive a bit deeper with each of these areas and talk about what each of these types of activity are.
First and foremost, native content. Facebook does not want you sending your audience outside of Facebook. They want your audience (which is also their audience) to stay on Facebook for as long as possible. So anytime you direct your audience off of Facebook, they aren't going to help you. If you are going to post a link make sure to either disguise it in the caption of your post or to include the link in the comments.
The second activity that Facebook likes is Facebook Live. A little history lesson for you. Facebook came onto the scene when Periscope was getting really popular. And Periscope, in case you don't remember, was a livestreaming app that blew up in early 2015. Big names in the online world like Chalene Johnson and Zach Spukler were building their empires with Periscope. And what was happening is that Facebook was loosing business. So Facebook Live introduced Facebook Live to compete with Periscope. And ever since then Periscope's viewership has been on the steady decline. So Facebook will always boost Facebook Live broadcasts in the algorithm, to keep it's viewers livestreaming.
The third activity that Facebook likes is sharing. And when I say sharing, I mean keeping content on Facebook and sharing back and forth in Facebook. And the only way I know how to explain this is by using an example from my own business.
One Friday night at 10:00 pm I was perusing Facebook, decompressing, before I went to bed. I found a hilarious viral video that only my Facebook group would appreciate, so I shared it into my group. At 6:00 am the next morning I woke up to 35 requests to join my group (and in a group of, at that time, 600, that's a HUGE number!). So in a matter of 8 hours, during one of the slowest social media times every week, I had a huge surge in the visibility of my group. Nothing has changed in my group. Sharing content, especially viral content, can really get more eyes on you, your account, and whatever it is that you're trying to get more visible.
The fourth, and last, thing that Facebook likes is engagement. The key to showing up more in the News Feed is to share valuable information that people feel the urge to comment on. The more comments you get, Facebook views that as valuable content, and will help it to appear more in the News Feed.
So now that you know the four things that Facebook likes and that speak to the way that the algorithm works, let's talk about how to optimize your Facebook Live broadcasts by leveraging Facebook's algorithm. Any combination of these four activities will help your Facebook Live broadcasts to reach more people. But let's get a little deeper with some ideas on how to organically get seen more.
Something that I have noticed with Facebook Live is the more consistent you are with it, the more Facebook likes that. If you do a Facebook Live every Monday, Wednesday, and Friday, Facebook is going to recognize that you are sharing valuable content, and sharing that valuable content fairly regularly. So they are going to help you out and boost you in the News Feed.
Sharing. Now this is something I'd consider experimenting with. Sharing is a great way to re-use content, which is something you should always be doing. But it's also a very blatant way that you're re-using your content. I'm not saying it's a bad thing to do, but I wouldn't share your Facebook Live broadcasts all the time. You want to seem as genuine as possible in the online space, and sometimes sharing can seem a bit insincere, especially if you're doing it all the time. I say try it, test it out, see what kind of results you get from it, and then adjust your marketing to respond more to your market.
Now let's talk engagement. Sometimes people feel weird or strange if they engage in your Facebook Live broadcasts, especially if they are catching you Live. They are afraid of throwing you off, not sure if they are supposed to comment, or you even want them to comment! So I recommend encouraging comments! I recommend you invite your viewers to engage with you on three separate occasions during each and every Facebook Live broadcast. The first is simple, ask them to say hi when they first tune in. This opens the door to engagement and let's you know that they are there. The second time is when you're introducing the topic that you are speaking about that day. Ask them if they struggle with the topic or what ideas they have about it. The thing here is to make it a safe environment for them to comment back and forth with you. If they are essentially going to be "outing" themselves, make them feel like it's ok to do so. And the third time that you ask for the engagement is at the end. Tell them to leave you questions they might have in the comments, give them a clear call to action, and then follow-up with them. Remember, in the online space it's important to develop those relationships, this is one of the easiest ways to do that!
So there you have it Mama, everything you need to know about Facebook Live and what it can do for you and your business. In the form below, I'd LOVE to hear your reactions to this article! What did you learn? What do you want to know more about? What are you going to try out? Let me know!
Allison Hardy is a business strategist for mompreneurs. She helps women raise their businesses while raising their families so that they can live life on their own terms. To connect with Allison daily, join her Facebook group, The Mompreneur Community.