Facebook Live lets you post live video directly to your timeline. It’s a status update that happens in real time. Facebook soft-launched Facebook Live in December 2015, with access limited mainly to celebrities and others with a large number of followers (Dwayne “The Rock” Johnson and Martha Stewart were among the guinea pigs). As of January 31, Facebook Live has been available to us mere mortals, and you can use your business page to post Facebook Live videos just as you can with your personal account.
What’s the big difference between a Facebook Live video and a recorded video that you post to your page? Live streaming enables users to see what’s happening as it happens, and it allows you to interact with Facebook users directly right there, in real time. You’ll see users’ names and comments as they come in, allowing you to respond to comments during your webcast or to follow up with users afterward. This type of interaction lets you create a highly personalized experience for viewers, building your connection with both existing and potential clients and customers.
How Do You Make a Facebook Live Video?
All you really need is a video-enabled smartphone and the Facebook app, but before you go Live there are several elements that you should consider. First, there’s what to do or say. Second, there’s how to make sure you’ve got a good-looking video. Last, there’s the nitty-gritty of choosing your settings, tags, and title.
Make It (Semi) Professional
Facebook Live viewers aren’t expecting a polished, edited final product—it is live, after all. At the same time though, you don’t want your video to look like shaky surveillance camera footage. Though Pages have the option of using professional video, you can make a smartphone video more easily and inexpensively. No matter how you hold the phone, Facebook Live videos are square, so you’re only working with a fairly small amount of space. Here are some quick tips for making your Facebook Live video easy on the eyes (and ears):
- Use a tripod or selfie stick:Unless you’re on the move, you don’t want your phone to be—all that jiggling can be a bit much for viewers. Using a device that steadies your cam can make a big difference. Don’t have one available? Instead of holding your phone up in the air, prop your elbow on a shelf or your desk to steady your hand.
- Speak up:You need to be loud and clear, especially if there’s background noise. When you’re using the camera that faces away from you (to show viewers what you’re seeing rather than your smiling face), speak a bit more loudly to compensate for the mic switch. If you become a Facebook Live regular, it may be worth it to invest in a microphone.
- Light it right:Want to look your best? If you don’t want to invest in studio-style lighting, indirect natural light is your best bet. Direct sunlight can be too harsh, while artificial light can be too dim or even make you appear ghoulish. Chances are, you’ll want to show off where you are—for example, if you’re a physician and you’re doing a Q&A from your office. If you don’t, purchase some solid-colored matte paper that suits your brand from a craft supply store (specialty stores like Paper Source sell it by the roll). Tape a sizable piece behind where you’re standing or sitting, and you’ve got an instant backdrop.
- Stay on topic:Unless you’re doing an open-ended Q&A, stick to your talking points. You don’t need to have memorized what you’re going to say—it’s live, so people expect you to ad lib. But you don’t want awkward silences, or to go on for so long that your viewers drop like flies. Facebook recommends making your Live videos at least 5 minutes long, but it’s a good idea to test out different lengths to see what you’re comfortable with and what your viewers like. And be sure to always end with a clear call to action—the viewer’s interested enough to have made it to the end of the video, so think about what you want your audience to do next. Visit your website? Give you a call? Whatever it is, make sure you’ve stated it clearly and concisely before you sign off.