Speaking on Video

How to use Facebook Live to be seen as an expert

With more users than any other platform you ignore Facebook at your peril. But, with so many users and so many people posting updates and clamouring for attention on the platform it can be extremely difficult to get yourself seen and heard by the people you want to reach.

From a visibility and reach perspective, you need to be exploiting the latest trends to ensure the largest possible audience sees your content. Today, that is video. Audiences, and as a result Facebook favour video content over static images or text based posts. People are more likely to stop and watch a video rather than engage with an image – so Facebook has responded by prioritising posts with video and is pushing them higher in the every users news feed.

Facebook live provides a unique way to increase your reach and get new followers because of its interactive nature. People can see you, hear you, and interact with you live –and share your live video with others in real time. A powerful way to quickly position yourself as an expert with a large group of people – when the video is done professionally!

To deliver a professional Facebook Live video there are some things you will want to consider before you hit the “go live” button.

Planing your Facebook Live video

The first item you need to consider is the goal of your video. Like any blog, speech or event you should have a goal for your live video on Facebook. However unlike a speech or event where the goal is often to drive sales a Facebook live video will often have a broader set of objectives.

  • Video views to increase the exposure of your page Facebook
  • Engagement to build a bigger following by encouraging reactions and/or on the video
  • Clicks to your website – send people to a blog or somewhere else on your site related to the topic you discuss on the live event
  • Actions taken based on your video and the call to action (eg. Webinar registration)

What topics can you talk about in your live video?

Once you have an objective for your video you can then determine what the best content and format for your live event will be.

There are several styles of event that you can deliver that will provide interesting, engaging and profitable videos for you and your audience.

Go behind the scenes – give your audience a “behind the scenes” look at one of your events, processes, or other activities. This provides a fantastic teaser of what you do and how you do it. It also allows you to tap into a “scarcity” mentality where your viewers will want to find out how they can get involved.

Promote Feature Stories/Blogs – Take an existing blog or article and deliver a Facebook live video about that individual article. This allows you to repurpose, and extract maximum value from your existing content to give it a “new life”. Alternatively, Facebook live videos can become your new content generation platform. If you find it easier to deliver your ideas to camera than to fill an empty page with words you can use Facebook Live as a platform to deliver your content and embed on your blog later.

Conduct Q&A sessions or Interviews – If you have the opportunity to interview an influencer in your field you can easily start a live event and interview the person. This provides an opportunity for your existing (and new audience) ask their questions of the influencer. Similarly, you might deliver a live video session where you provide your audience the opportunity to do question and answer session with you.

For an outline of how to structure your script for a live video check out the section below that describes what you should say in your video.

Promote that you will be live on Facebook

Finally, before you go live you need to promote your live video to build the biggest audience possible. This can be done by letting your database know that you will be live, and by posting on your Facebook page ahead of time to inform your Facebook fans that you’ll be going live.

What the world will see…

With the goals for your video set and promotion activities completed there are some final things that you need to consider before you hit the “Go Live” button.

Background – Select a location to deliver your live video that is appropriate for your brand. Check that what your viewers will see “over your shoulder” is not going to cause unnecessary distraction from your content or cause embarrassment during the video.

Noise/Audio Quality – Be considerate of background noise and the ability of the microphone on your phone to pick up your voice. You will lose viewers very quickly if they cannot hear what you are saying.

Lighting – You need to ensure that you are visible and not covered in a shadow from low light. If you are filming outdoors you will also need to consider the position of the sun or other light sources so that a glare is projected onto the camera lens – adversely impacting the image your audience sees. This will often mean that for outdoor shoots you will be facing the sun to protect your audience – sorry!

Wifi/Internet Strength – Find a location where you will have sufficient Internet speeds. Facebook Live will not enable you to go live if the Internet speed is insufficient, but if the speed varies (or you are walking around) make sure you don’t walk into a “black spot” and lose your connection part way through your video and have the video cut short.

Stable Image – The final consideration is your ability to maintain a stable image. If you are doing a video for any length of time and you are holding your phone at arms length you will get a tired and shaky arm at some point. Use a stand for your phone or know what you will do to maintain a stable image on the screen ahead of time.

What to say in your Live video

The final aspect of a Live video your script. A Facebook live video should not be scripted word for word. It is intended to be an interactive and engaging medium, which allows you the flexibility to change direction and address the areas your audience wants you to discuss.

Having said that, some pre thinking and following the structure below will help you deliver an engaging and profitable live event.

To get maximum value from your live video you should plan for an event that goes for at least 10 minutes. Why? Because Facebook will reward live videos that go for greater than 10 minutes with greater audience exposure – getting you more viewers and subscribers!

A successful and profitable Facebook live video follows a structure that is easy to use and increases audience engagement throughout the video.

Minutes 1 & 2

Introduce yourself and provide some background information as to why you are discussing the topic. Tell everyone what you will be discussing and provide a guide for how long you will be live for. Welcome the first couple of people (by name) who arrive to watch and ask everyone who is watching to comment on the video and to ask any questions they have during the event. Don’t welcome every individual personally, this will take too long and get boring very quickly.

Minutes 3-9

Share your content and interact with your audience. If you go beyond 9 minutes – don’t worry. Keep sharing content!

Minute 10

Share your call to action and tell your audience what would like them to do next.

Minutes 11 onwards…

Answer any questions any interact further with your audience

When you’ve finished delivering your Facebook Live Video…

Once you have ended your broadcast you can pat yourself on the back and breathe a sigh of relief. After a quick moment of self-congratulations there a few final activities you can do to fully exploit the effort you’ve invested.

Edit the title and Description of the post – Make the title of the post and the description searchable and attractive to your target market so when the post appears in their newsfeed they are compelled to stop and watch it.

Upload a thumbnail image – Facebook will pick a frame from the video as the still image for the post when it appears in others news feed. Usually it is not a flattering image of you speaking with your mouth agape! Rather than leaving it to chance create a thumbnail image for the post that generates attention and compels people to view your video.

Promote on FB pages – Share your live post in pages and groups where your target audience congregates as a minimum activity to encourage extra views and exposure of your page and your live video post. Utilising Facebook Ads to promote the post will also generate significant exposure and reach new audiences for your content.

Repackage and Repurpose – Facebook Video can be repackaged and repurposed in several different ways. Immediately after you end your broadcast Facebook will offer you the opportunity to save the video to your phone. This allows you to upload the complete video or edited sections to other sites, such as YouTube. Alternatively you can also embed the Facebook live video on your blog directly – an attractive option if you don’t like writing a blog and you’d prefer to say it to camera instead.

The final activity is to start the process over and get on with creating more content to position yourself as the expert in your field!

About The Author

Mark Kyte

Mark Kyte is a public speaking mentor and founder of the Public Speaking Skills Academy. Mark loves helping clients achieve dynamic results that help them increase their influence and get more clients. Read more of his blog and if you like what you see check out the mentoring programs.