Who’s Blogging What



Who’s Blogging What

Introduction: Marketing in the age

of live, social video

Remember Meerkat? It was the

sensation of the 2015 South by

Southwest (SXSW) Festival because

it integrated live video and social

networking via a mobile app. With a

few taps Meerkat users could be

broadcasting live and, most

importantly, their Twitter audience

was invited to watch and participate.

Everyone in social media stood up

and took notice.

This ebook on mastering

Facebook Live is prepared

by the staff of Who’s Blogging

What, a weekly email

newsletter used by 20,000+

digital marketers to keep on

top of new opportunities

and trends in their field.

Subscribers are updated

every Thursday. You are

welcome to join their ranks

and try it for free here.

Twitter’s reaction was to immediately

cut Meerkat out of the picture and

take live video in house through a

small startup they had just acquired

– Periscope. Without the connections

of a huge social network Meerkat

struggled and eventually left the live

streaming business in March 2016.

The Twitter/Periscope venture has

continued to thrive but now faces

increased competition from Snapchat

as well as from the world’s largest

social network.

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Fast forward to spring 2016 and

Facebook is pursuing live video in a

big way and, as a result, social

media marketers are being given a

huge opportunity to gain exposure to

the enormous Facebook audience.

Numbers continue to make the

strong case for using Facebook Live:

-Social analytics firm Locowise has

found that News Feed items

featuring a video reached 9.14% of

their audience compared to 6.83%

for items featuring an image. After

the Locowise study was completed

Facebook tweaked the algorithm so

that "Facebook Live videos are more

likely to appear higher in News Feed

when those videos are actually live".

-Within video posts, Socialbakers

found that brands are getting the

vast majority of their engagement

from native videos (i.e., those

hosted on Facebook as opposed to

links from YouTube, Vimeo, etc…).

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-Facebook itself adds that ”people

comment more than 10 times more

on Facebook Live videos than on

regular videos”.

-Even the stately New Yorker

magazine, rarely thought of as a goto

information source by social

media marketers, proclaimed video

as "the thing every creator on the

Internet must do right now“ in a

recent article on Facebook Live.

The major players in digital

marketing – Facebook, Google,

Twitter… -- all agree that live video

is going to be a major opportunity for

social messaging.

This guide focuses on how to use

one of the most promising and

advanced platforms which just

happens to have exposure to the

largest social audience -- Facebook


7 Steps To Master Facebook Live 4

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7 Steps To Success With The

New Facebook Live

#1 Define your objective and plan


What do you want to accomplish

with your video? Get more Fans?

Website visits? Customers?

Backlinks? The first thing to do is to

decide where you want to go and

then come up with a plan to get


Airbnb uses Facebook Live

to take customers “inside”

and updated on new features

The video’s subject should be

something that displays your

expertise in the field, takes viewers

‘behind the scenes’ and leaves them

feeling better informed, more

insightful and entertained.

Remember the live medium and the

need to be up to date and


#2 Let your audience know that the

live video is coming

The new Live features allow you to

7 Steps To Master Facebook Live 5

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target your personal network, the

Fans of a business Page (if you are

an admin), a Group or an Event.

Can’t find a Group or Event to meet

your needs? This is a great time to

start one.

Let the audience know about your

upcoming live video with News Feed

posts. Experiment with images and

perhaps even a short video to tell

them about the bigger video to

come. If the video is important

enough you could consider boosting

your announcement posts as paid

advertising. Remind everyone again

a few minutes before you go live.

Mark Zuckerberg promoting

an upcoming Live video

Don’t forget the world outside of

Facebook…invite your blog readers,

email subscribers and followers from

other networks along with a link to

your account, Business Page, Group

or Event.

7 Steps To Master Facebook Live 6

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#3 Practice your upcoming


To launch a video open the

Facebook app and go to the

personal, business, Group or Event

page that you would like to target.

Click the Post dialogue and look for

the Live icon.

You’ll be asked to provide a short

description of your video. Put on

your SEO hat and create a catchy

description that humans will like and

that algorithms will be able to parse


Remember that Facebook will not

allow a business Page to post to a

Group or Event so you will need to

use a personal account in those

instances. Remind the audience

about your company association in

posts and during the video. You

might consider enabling the Follower

function for your account. A Follow

box will then appear on your video

7 Steps To Master Facebook Live 7

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and people who click it will receive

Notifications of future live videos

(although they can opt-out from

these notifications in their privacy


While users expect the production

quality to be a bit raw and

unrehearsed you still need to make

sure that they can see and hear you

without undue distractions. Think

about the background and ambient

noise and decide if you want to hold

the phone yourself, use some type of

mount or delegate the job to a coworker.

You can use either the front

or back camera.

Followers will receive push

notifications of future videos,

although they can opt out.

Make sure that you’ll be going live

from a spot that has a good

connection and consider forwarding

your calls to avoid distractions.

Facebook recommends that the live

videos last at least ten minutes but

you can go as long as 90.

You can get all the practice time you

need by setting Facebook’s “Who

7 Steps To Master Facebook Live 8

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Should See This?” privacy switch to

“Only Me” (if you are having trouble

doing this from the mobile app then

do it at Facebook.com and your

preference will be picked up by the

app). You’ll see the video exactly as

it will appear but no one else will.

Remember to change the setting

back when you are done.

#4 Have a policy for instant


Viewers can leave live

comments and the same

6 emoji reactions used

in comments

Two new features will allow viewers

to provide feedback and ask

questions. They will be able to click

on the same six emoji “Reactions

that replaced the simple “Like” back

in February. These will float across

the bottom of the video window for a

few seconds; Facebook likens them

to applause and boos.

Users will also be able to comment

during the video so you should

decide in advance how and when

you will acknowledge them.

7 Steps To Master Facebook Live 9

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Facebook recommends that you

address commenters by name and

make it clear how much you

appreciate their involvement. Yes,

you will be able to block those that

you don’t appreciate by clicking on

the profile picture next to their

comment and selecting “Block”.

When the video is replayed the

comments will appear at the same

point they did during the live event.

#5 Show time!

Make yourself comfortable and the

audience will follow. You don’t need

to give people a 60 Minutes level

production but you do need to give

them a reason to like you. Start by

relaxing and don’t forget to smile.

Introduce yourself and your company

and then tell the audience what you

expect to cover. Unlike a pre

recorded YouTube video the users

will have no idea of the time

commitment involved so help

manage their expectations in that

7 Steps To Master Facebook Live 10

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Encourage comments and other

feedback. You’ll be able to see how

many viewers you have at any time.

End with a call to action and tell

them a bit about your plans for the

next video. Ask that they share the

archived copy of the video that will

be in the Timeline and make sure

that they can easily contact you with

any follow up questions.

#6 Optimize your valuable new

social content

Facebook Live videos are

immediately archived and it is quite

common for archive views to exceed

live views.

Add a post-show comment thanking

everyone again and remind them of

the objective of the video. Encourage

further comments/questions to get

more News Feed activity and


You can edit some of the meta data

of the video and change the

thumbnail by clicking on its

7 Steps To Master Facebook Live 11

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Date stamp (which is a permalink

that you can use for sharing).

Select “Options” and “Edit This

Video” (you will probably need to do

this from Facebook.com, especially if

you are using the Android app).

You will be given the ability to

change the thumbnail, add/change

the location and date, provide a

lengthier description and select a

category. Nobody is quite sure how

Facebook’s video search function

will evolve but these seem like

common sense measures to help

your video get discovered.

Click “Edit this video” to

add descriptions and

meta data to the

archived version

#7 Analyze and start planning for

your next video

Facebook has recently added two

new metrics for live videos. You will

be able to see the total number of

people who watched at least a

portion of the video along with a

running count of how many viewers

7 Steps To Master Facebook Live 12

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This second metric could obviously

help you plan for the length of your

next effort. Given the attention that

Facebook Live is getting there

should be future analytical releases

that provide more information about

the interests and demographics of


Experiment/test with your next

video. Try a different weekday or

time, modify your approach and

perhaps add a second person on

camera. The great thing about video

is that there are so many ways to

approach it and a wealth of new

tactics to try, and Facebook really

wants live videos to succeed.

Facebook is offering

expanded video

metrics that include

retention data


Twitter, Snapchat and now Facebook

have realized the effectiveness of

live video. Facebook is currently

putting a huge emphasis on it and

they offer, by far, the biggest

audience. Social marketers who

invest now in live video are

essentially partnering with Facebook

and stand to see significant long

term gains in their social marketing.

7 Steps To Master Facebook Live 13

Who’s Blogging What

Dear Marketer:

This guide to Facebook Live is a special project from

the staff of Who’s Blogging What, an email

newsletter sent to about 20,000 digital marketing

professionals and focusing on the latest trends,

developments and opportunities that they can use

right away in their marketing.

You are invited to join their ranks via a free

subscription here.

Thank you for your interest and good luck with all

of your digital marketing efforts.

-Jeff Ente


Who’s Blogging What


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