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How to Use Facebook Live To Improve Engagement?

In April 2016, Facebook announced Facebook Live, a live video streaming service that allows users to broadcast directly to their Facebook News Feed from their mobile devices. Since its launch, live streaming video has grown in popularity, especially on Facebook Live, where, according to Vimeo, 78 percent of internet audiences are viewing video on Facebook Live as of 2018.

Facebook is one of the most popular and oldest social media platforms, with millions of active users worldwide of all ages and genders. Facebook Live Streaming Solutions have helped several brands in their exponential growth and leverage in strategic marketing dynamics. Facebook live video streaming services help brands to grow thereby increasing sales leads and boosting the brand’s pan presence. Brands and customers can communicate in real-time through commenting on Facebook live streams, leading to the development of customer-brand relationships. Facebook live video streaming services allow brands to communicate their message more precisely without risking being lost in the shuffle of adverts.

Nowadays live video is popular not just for large broadcasting networks, but also for small businesses. Live webcasting via Facebook allows brands to broadcast their events, a tour to brands journey, launch products, product demos, host interactive sessions like Q&A and so on.

However, it’s difficult to claim that Facebook would not be where it is today if it weren’t so brilliant at catching on to what’s fresh and popular. It was video auto-play on the timeline in 2013. It was live video streaming in 2016, a very popular content type that everyone — your friends, your favourite comedian, your religious community, and your favourite company — started adopting.

You’ve come to the right place if you’re still undecided about the combination of the world’s hottest kind of entertainment and the largest social network. This is the definitive guide to Facebook Live, covering everything from why you should be streaming live video to how you may live stream on Facebook.

That’s not even everything! This guide will teach you everything you need to know to grow your audience with Facebook Live.

What is Facebook Live?

Facebook Live is a live video streaming service that allows you to broadcast a live video to your audience via your company page or a personal profile on Facebook. While many marketers are still wrapping their heads around Facebook Live, those that are embracing it appear to be reaping the advantages.

Once you’ve created a Facebook Live video, it’ll be available on your page or profile for anyone who missed the live event to watch. Videos are eligible to appear in an individual’s news feed both during and after a live event. However, since Facebook modified its ranking system to show more live videos that are streaming in real-time, the chances of viewing a video while it is live have increased.


Businesses who use Facebook live on their pages can tailor and control their audience after the event has concluded. When a page or individual goes live, page followers and visitors may receive a notification.

Why (and How) You Should Use Facebook Live?

You’ve probably heard how successful video marketing is, but did you know that Facebook Live videos earn 3X more interaction than non-live videos? According to AdWeek, Facebook Live videos are also 5X more popular than ordinary photo posts.

Facebook Live is a tool you should be using whether you’re seeking to raise brand awareness, get more leads in the door, or increase engagement with your present consumers. Here are five methods to include Facebook Live into your marketing efforts |

#1 To Connect with Your Audience in the Most Genuine, Human Way Possible

Do you ever have the feeling that your audience perceives you as a stuffy, corporate robot? Live video is, without a doubt, the best way to communicate with your followers and potential buyers. Because the event is “face to face” and in real-time, it’s almost like meeting your customers in person. Facebook Live allows you to demonstrate that your company is run by real, caring people, which generates trust and leads to more business coming in the door.

#2 To Answer Questions in Real-Time

Interacting with your followers doesn’t have to be restricted to when you’re checking in on your business’s Facebook page. You can use Facebook Live to respond to your followers’ questions in real-time. This allows you to interact with viewers when they are most engaged.

The most successful technique for accomplishing this is to create a recurrent series. Sephora’s “Scouted by Sephora” series, in which they offer information about lesser-known makeup products and address questions as they arise, is a great example.

To ace, this method, stick to the same time and day of the week you go live, hire hosts who aren’t afraid to show off their personalities and have someone on hand to monitor queries so you can respond in real-time in the comments or during the broadcast.

#3 To Showcase an Event to People Who Couldn’t Attend in Real Life

Facebook Live is a fantastic way to broadcast events and communicate with consumers and leads who couldn’t make it. Perhaps a guest speaker will visit your office, or perhaps your CEO will speak at a local event. You should surely do it if you have a good internet connection and the necessary authorization to stream the event live.

A small marketing firm based in Sarasota, Florida, does an excellent job of advertising and streaming live events. Check out the post below, where they broadcasted a HubSpot guest speaker so that those who couldn’t attend in person could still benefit from her email marketing training.

#4 | To Share Industry-Related Updates

Keeping your audience up to date on business news without being overtly sales-focused is a lot more natural method to gain trust from your Facebook audience. People will begin to look to you as their go-to source for industry news, and you will gain a dedicated and engaged following.

#5 To Show Off Your Company Culture

Whether it’s strolling around the office and showing off your space, interviewing staff, or offering a sneak peek into a business outing or event, Facebook Live is the perfect way to show off the distinct personalities and beliefs behind your firm. Sharing your culture with your audience provides a lot of long-term advantages, whether it’s for recruiting new employees or attracting new followers to your true brand.

How Do I Get Started with Facebook Live?

Now that you’ve gotten some ideas, it’s time to get your Facebook Live wheels going. The good news is that making your first live video is a breeze. All you’ll need is a smartphone or a desktop computer with a good camera or webcam, as well as a microphone.

Here are 5 easy steps to get started |

Step #1 Select the “Live Video Button”

When authoring a post on a mobile device or from your Facebook profile rather than a Facebook company page, a little button that says “Live Video” will display. To get started, select it. If you’re going live from a Facebook page on your desktop, you’ll notice a box underneath the post box that says “Live Video,” like the one below.

Step #2 Write a Click-Worthy Description

The most crucial parts of your movie are the description and video thumbnail. Your live video won’t generate any momentum if you don’t have intriguing material to captivate your viewers.

Make sure your copy is direct, actionable, and instructive, with a sense of mystery to pique your visitors’ interest.

Step #3 Get in Position & Hit “Go Live!”

Put on your most beautiful ball gown and do your hair! You can also pursue the more laid-back, genuine way, as I did in the photo below, working from my folks’ dining room.

Step #4 Click “Finish” Once Your Post is Done

Be aware of where the “finish” button is (at the bottom of the page) so you can give a proper sign-off.

Step #5 Post Your Live Video on Your Page & Make Any Desired Edits

Even if you’re no longer alive, your film can be enjoyed by fashionably late viewers. Add your movie to your page and make any necessary modifications to the description, thumbnail, caption, and so on!

Why live stream video on Facebook?

Why did you choose Facebook out of all the social networks and video-sharing websites in the world? That’s an excellent question, and the answer is simple.

It’s Facebook 

With 2.38 billion monthly active users and 1.56 billion daily active users, Facebook is the most popular social media platform. According to Alexa, Facebook is the third most visited website on the planet. According to, it’s the most popular Google search keyword. It’s the corporation whose revenues continue to exceed forecasts despite a slew of negative publicity.

What makes Facebook such a fantastic social network also makes it a great place to watch live streaming videos. Facebook is fantastic, whether you like it or not, because of its well-known reach, industry-leading targeting and analytics capabilities, advertising platform, and Instagram synergy.

What makes Facebook so fantastic is how simple it is to join in on the live streaming video fun. Facebook is a little hazy about the video resolution it supports, but in general, you can stream at 720p at 30 frames per second and have no problems with your viewers. You can use a webcam, a camcorder, or even many cameras to stream. You can get the most out of any arrangement if you know how to monitor the quality of your feeds.

You can even live broadcast content that isn’t currently happening, as long as you make it obvious that it is pre-recorded. The best part is that you can do it all with an app on your phone, tablet, laptop, or desktop computer, as well as with a professional software and hardware rig or a multistreaming platform.

It’s quite simple to live broadcast on Facebook, and it may be extremely advantageous. If that’s not enough to pique your interest in live streaming video on the world’s most popular social network, here’s a rundown of all the different ways you may live stream on Facebook.

10 Essential Facebook Live Tips for Businesses

  1. Source content and themes from your community

Your community knows what they want, and asking them what they want to learn is the simplest method to give high-value material to them. Allowing people to choose a topic is the simplest approach to get them enthused about it. Run polls, directly ask people what they want to see, or build themes based on community queries and comments.

  1. Promote before you start your Facebook Live

While we promote most of the content we publish on a regular basis, it’s vital to remember that Facebook Live broadcasts are more like an event than a blog post. To put it another way, if you want to achieve that all-important viewership, you need to develop interest before the experience. The good news is that you may target certain events and groups with your promotions on Facebook. This is ideal for a more targeted marketing approach.

Creating an event is a straightforward way to accomplish this. This way, you may gift individuals something that will serve as a reminder for the big day.

To begin, you’ll want to promote the approaching news as much as possible on your Facebook account. Don’t just tell your audience that you’ll be streaming. Share something new and valuable every time you remind your audience. Highlight a suggestion you’ll give or the type of material you’ll be covering, for example.

It’s filled with useful information and even includes an image to provide visual interest. Keep in mind that your Facebook efforts aren’t isolated either. Don’t be hesitant to advertise your blog, email campaigns, and other social media accounts.

  1. Prepare yourself by limiting distractions

Though Facebook Live videos are more relaxed and natural than a traditional television commercial or YouTube video, you should still plan. You can’t afford to make a negative first impression on Live since your actions represent your brand. This is especially true given that Facebook Live users view videos three times longer than non-Facebook Live users.

Take some time to prepare before you broadcast your video. Remember that you can start with a private broadcast for testing and then utilise that method to test your lighting, sound, and other features. To eliminate the “shaky cam” effect, make sure you invest in a tripod. Also, whether inside or outside, attempt to reduce any undesirable background noise and ambience. When it comes to important Facebook Live preparation advice, having a good broadband connection might help a lot.

  1. Make formatting decisions

Make sure you think about how you’ll shoot your video and when you’ll stream it when you’re getting ready for your big debut. For example, you can stream horizontally or vertically using the Facebook Live app for iOS, depending on which provides you with the best perspective.

In a test run, try a little of both alternatives to see how you appear to your audience. Vertical shooting can often make you appear too close to the camera, which isn’t ideal for an interview video. On the other hand, if you want to have an intimate behind-the-scenes conversation with your audience, it might be the atmosphere you’re looking for.

Another option you’ll have to make is whether or not to use third-party tools. There are numerous tools available, so do your homework to choose which one is ideal for you.

The final aspect of formatting is how you will convey the text. Do you want to be a single-person talk show host? Do you want to invite people to your party? Is it an interview format or a conversation if you bring on guests? Start by asking yourself as many questions as you can, and then begin to answer them. If you can’t properly address all of them, your premise isn’t solid enough.

  1. Choose the right time for your Facebook Live broadcast

When it comes to establishing an impression on your audience, timing is important. There are rules for when to host your films, just as there are standards for when to send out email campaigns for the best responses. The last thing you want to do during a live-streaming event is scheduled your video to show while everyone in your target audience is at work or asleep.

  1. Offer context constantly

You might intuitively assume that introducing yourself and any other speakers at the start of your video broadcast is a smart idea. After all, just as with a blog post, your primary goal is to persuade readers to stay. Visitors to Facebook Live, on the other hand, can join the live at any time. As additional people arrive, think about your introduction, and update your audience on what’s going on. For example, you might want to employ lines like |

“Hey, if you’re just joining us, welcome to our broadcast. We’re currently talking about [topic] and we’ve just covered [previous topic].”

You should also take some time to set the tone for the meeting and set expectations for what they can expect. People are more inclined to stick around when they know what’s coming next since they’re interested in what’s about to be stated.

  1. Be responsive and interactive during your Facebook Live

The live comments and reactions are part of what makes the Facebook Live experience so engaging to customers. It feels more like a two-way conversation when you’re responding directly to their questions in person. That’s why Facebook Live drives comments at 10 times the rate of non-live videos.

One of the most powerful ways to increase engagement online is to address the comments that appear live on air. This invites more people to share their opinions and thoughts as you go along. If you’re concerned that you might have too many comments to respond to in one stream, you can always get some help from someone off-camera to direct the most important comments your way.

  1. Connect authentically and build relationships

One of the most crucial Facebook Live tips to keep in mind is that this is your opportunity to communicate with your audience. In other words, you’re not attempting to sell a product or unpleasantly advertise yourself. You’re attempting to establish relationships that will leave a lasting impression. Make sure you’re comfortable, smiling, and confident when you’re ready to broadcast.

Of course, you should keep in mind that drawing attention to your products or services from time to time might be beneficial, as long as you do it gently. You may always include a call to action at the end of your video or mention your services throughout the content.

It’s a good idea to practise with your guests ahead of time so they’re calmer. Make sure you spend some time with your guests right before going live. It will help them get into the mentality of being on camera, and you will be able to start from a strong position right away rather than warming up on the Live itself.

  1. Use other channels to promote Facebook Live

Who said you have to promote your Facebook Live video solely on Facebook? To attract people to watch your video on Facebook, you can easily promote it on your other social media networks. Although you won’t always get everyone from Twitter, Instagram, or LinkedIn to watch, offering a link to the video will help. You can add countdowns to your video or simply share them afterwards to raise awareness.

But be careful not to go overboard. Your other social audiences may not use Facebook and may detest your use of a different platform to market something they don’t want to see.

  1. Analyze your results

Finally, like with anything else in the marketing industry, you should constantly learn from your successes. With your live videos on Facebook, you can track a variety of analytics. You may, for example, see how many individuals you’ve reached and how many unique viewers you have.

The more information you gain from your social media analytics about your viewers’ tastes, the more likely you are to create and distribute better videos in the future. You may also look through your statistics to see how many people were viewing it at different times. This is an excellent technique to determine which parts of your presentation had the greatest influence on your audience.

Once you’ve learned everything you can, use the information you’ve obtained to experiment with and improve your next film. Then, just like with any other piece of content, A/B test your results.


In a world where customers are continually seeking stronger, more human relationships with their favourite businesses, it’s difficult to dismiss the possibilities of live streaming. Since its inception in 2016, Facebook Live has experienced a 400 percent increase in daily watch time.

Users that monitor social media for the latest news and trends will find Facebook Live feeds to be intrinsically compelling. Other social media companies have started to use the same method to capitalise on the growing popularity of live streaming.

Fortunately, if you follow the Facebook Live advice above, you’ll have everything you need to get your show-off to a good start. As part of your entire Facebook marketing plan, live streaming provides a flexible and immediate approach to communicating with your audience.

Use Shergroup’s social media marketing service to expand your brand’s presence online and to grow your followers. Our social media marketing specialists are experienced in developing strategies that work across different social platforms and benefit you with desired results and more. To know further about our social media packages, call our business solutions advisors who will advise you on the best package that fits your need and pocket.

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Last updated | 19 July 2023

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