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If you want to get your audience's attention on Facebook, you know you have to use video and Facebook Live video is the best!
I analyzed 777 million Facebook posts by BuzzSumo and found that the Facebook Live video dominates all other types of posts when it comes to engagement.
The impact of Facebook Live videos is not limited to sports stars, lifestyle brands and politicians.
This aspect is based on data especially on Facebook Live is one of the first of its kind. Read on to find out:
- The impact of Facebook Live video compared to all other types of social posts.
- Optimal length for live video posts on Facebook.
- The reactions that people have to the Facebook video and why we should be interested.
- Why pages with B2B and "serious" topics should include Facebook Live videos.
- Comments from the first 500 Facebook Live videos
- Quick tips to get over the fears on your Facebook Live videos.
Facebook Live engages audiences more than other types of posts
Facebook Live video engagement outperforms all other types of posts by a huge margin!
Average interactions for Facebook Live videos in 2019 were 531.11. 68% more than the next high category – images, with 316 average interactions.
If you extend your search to all types of videos, including but not limited to Facebook Live, the average interactions were even higher – 538.
Best length for engaging Facebook live videos: <7 minutes
Data from 2019 shows that Facebook Live Video between 1 and 7 minutes has the largest involvement, with the largest averages for live videos that are 3 or 4 minutes long.
As with any tactic, it's essential to test the duration of the video that works best to engage your particular audience.
You can find better results with longer (or even shorter) live sessions!
If you're just getting started with live video, start experimenting with sessions of less than 7 minutes and get started.
Make sure you identify yourself, your brand, and any relevant calls to action in your Facebook Live presentations.
Use Facebook Live to "educate" your audience.
Describe Mari "Edutain" as the mix of fun and educational posts that marketers need to embrace in order to be successful on Facebook.
When we approach Facebook with our business hats, it can be easy to forget that users of the platform want to interact occasionally with friends and family members.
In order to engage our audience on Facebook, our messages must match the vibration of the network.
If we publish a steady stream of brand-centric content without adapting it to entertain or educate, we will lose the attention of our audience.
A carefully crafted sales message that no one sees is not as valuable in the long run as a less selling, more fun message that people like, share, or comment on.
Editorial messages give us the chance to deliver more content over time. This gives our audience a chance to consider our products, compare our offerings, and finally buy from us.
The data highlights the low key preference of Facebook users. The predominant reactions to videos in 2019 are Love and HaHa.
- Consider whether your Facebook audience would consider it fun or love.
- Adjust your strategy to reflect the number of "touches" that will be needed to convert customers on Facebook.
- Make sure your posts are interesting enough to keep your customers' attention until they have time to find out and buy from you.
Pages with B2B and "serious" topics should include Facebook Live. (no joke!)
I've heard a lot of marketers eliminate Facebook from their plans, because the business they represent is B2B.
When I saw the data about the predominant reactions to the videos on Facebook, I was curious to know if they will find companies in more "serious" industries. Less success with live video.
I decided to compare the engagement of the last 2 years for a set of topics that I most often associate with the B2B realm.
I used Facebook Analyzer to search for “Technology, Finance and Marketing, ”Limiting results to posts with those terms only in the title. We also did some basic screenings to eliminate political content and celebrity.
Here's what I found:
The average commitment for all positions in these categories is 76. The average engagement with Facebook Live posts in these categories is 246.
That was enough to get a WOW reaction from me.
One reason for the difference in involvement could be the volume of Facebook Live compared to other types of Facebook posts for these domains. There are more than 5 million Facebook posts for these topics, compared to just 26,000 Facebook Live videos.
I identify low competition and high interest as an opportunity!
B2B marketers should not exclude Facebook, and especially Facebook Live, until they have tested the platform and format with their own audience.
Quick take away:
What the first 500 live Facebook videos reveal
In our research, we developed a list of the top 500 Facebook Live videos released in 2018.
It's a fascinating (but hard to classify!) Group of posts. (If you are curious, you can take a look at the top 20 here).
Because the posts come from so many different pages – multiple languages, objectives, topics, audiences – I decided to go with a set of comments, rather than try to draw conclusions about the whole set.
Here's what I noticed:
- The first 500 most interesting Facebook Live videos come from all over the world, highlighting Facebook's global vision.
When we think about what we can learn from the data extracted from Facebook as a whole, it is important to remember that a global platform can produce monumental data sets. BUT, the most relevant research is what works with our own audience.
If something recommended in a post like this doesn't work for you, you just have to pivot towards what it does.
- Many of the top posts refer to current events. These are either related to national or international issues.
For example, there are numerous Facebook Live videos in the top 500 that come from covering the Thai football team, which was successfully caught and rescued from a cave in July 2018. Others offer political commentary for national elections or coverage of sporting events.
Don't think that focusing on current events limits success. Each industry has its own form of current events. There are always industry conferences or research or news that can be covered "Live" on Facebook. Mari's Facebook page is a great example because it provides images from Facebook and other conferences for her audience.
If you plan to make multiple Facebook Live video broadcasts, consider the journalistic approach for a few posts.
People love to feel like they're getting a pocket inside. If you're somewhere else in your industry they'd like to be, invite them with a video on Facebook Live.
- Humanity comes out of the seams of these videos.
When I think of creating a video, I often default to viewing it, which I can't and shouldn't do until I'm well-written, well-lit, and well-formed.
Sure, there is a place for this level of preparation, but these extremely engaging live videos don't seem too exaggerated. They are light, identifiable LIVE, with sound problems, awkward pauses and awkward camera angles.
Notice the selfie look of this post:
Live!! 22.25 ?. ?????????? ??????? … ??????????? …
Posted by PR.Thailand Monday, July 2, 2018
The sound is also what I would call "raw", with a lot of background noise.
It has 19+ million views and over 1 million commitments.
The same goes for this post:
The video runs as the drummer goes to his seat and sets out to play.
The reactions of the public are clear. They paid attention despite the low / low technology approach.
Quick take away:
How to get over Facebook live fears
If you want to join Facebook Live, but you feel a little bored about the camera, don't forget:
These first 500 videos on Facebook Live were successful with a minimum of 181,000 interactions. And, many of them have the appearance of spontaneity, rather than intense preparation.
Ian Anderson Gray, live marketing coach offers some great tips.
"The vast majority of us shake before we live! Ian says. "The trick is to learn to channel that nervous energy into communicating with your audience." The way to do this is through practice. Start going live just for you on Facebook. Get used to being in front of the camera, playing with Instagram stories. (They only have 15 seconds and expire after 24 hours.) Do some vocal and physical warm-up exercises before going live – this makes such a difference.
"Set up a live video challenge by going live every day to a safe place (such as a Facebook group) for a set amount of time. And finally, you have a plan – you know what you're going to talk about! Give yourself 3-5 points and stick to them in the live video. "
Stephanie Liu from Lights, Camera, Live recommends a private Facebook group as a great place to practice being with the camera. Once you feel comfortable, you can invite a few trusted friends or colleagues to join the group.
I followed Ian's advice to be more comfortable with the camera, leaving the webinar software open with the camera running while I work. This allowed me to be more confident when I was in the room, allowed me to experiment with room angles and trained me to look directly into the room.
If you're ready to go live, but you're not sure what to say, Stephanie recommends the 10X10 exercise. Take a sheet of paper and fold it in half. On the one hand, write down the top 10 questions about your product or service. On the other hand, write down the top 10 questions people should ask about your product or service, but they are not. Now, you should have a list of at least 15 to 20 things to discuss during the live sessions.
This post was originally published on February 9, 2019 as a guest post by Susan Moeller, formerly at BuzzSumo and now at Tailwind. The post was last updated on June 1, 2020.