The Pros and Cons of Using Facebook Live

Here at Wow Zone, we love a bit of Facebook Live!

 

In my time here we’ve done so many amazing things with Facebook Live, including taking part in the Cream Crack Challenge, and also a #DigitalRant – both these videos make it look like I only wear one outfit combo to work!

 

But why do we use Facebook Live? What benefits does it bring to us and our audience? Most importantly, what benefits can Facebook Live bring to you?

 

It’s FREE!

 

Yes, you heard it here folks, Facebook Live doesn’t cost a penny!

 

You may not be getting the best visual and audio quality, but if you’re looking for a way to boost your reach without having to spend money, Facebook Live is a good start!

 

The Feedback Is Awesome!

 

Because everything is Live, it’s a great place to get instant feedback from your audience. They’ll be seeing you at your most raw, so their feedback will be invaluable!

 

Take on board any comments put on your videos and use them to help you with your next Facebook Live event!

 

It Remains on Your Facebook Feed

 

So you’ve been speaking Live for about half an hour and led a brilliant tutorial on your chosen subject. Wouldn’t it be great if you could keep that content forever and share it?

 

You can! Facebook Live saves your content to your profile after you stop recording, so you’ve got that content forever!

 

But where there are positives, there are negatives too of Facebook Live. Let’s see what you could be opening yourself up for when using Facebook Live…

 

Anything Can Happen

 

And not in a good way!

 

You could suddenly get a wasp chasing you in the middle of a speech, or the internet cuts out. What about if you accidentally swear?

 

All this could happen in the blink of an eye, and believe me I’ve seen it happen, I almost swore on a Facebook Live event…it was not pretty!

 

Technical Issues

 

You’re working with an iPhone – they aren’t the most reliable pieces of technology let’s be honest!

 

So it’s more than likely that it’s going to glitch at some point, and sod’s law it will happen during your Facebook Live video.

 

Just make sure you’ve got backup filming options available, like a second phone – just in case!

What’s The Best Facebook Campaign for Your Marketing Objectives?

Facebook Ads are the best way to achieve your marketing objectives – Fact.

As far as Organic Social posts and reach can get you, Paid can get you further – and that’s been proven in many of my campaigns. I received much more likes per month when I’ve launched a Paid campaign compared to the months with Organic likes only.

But when you start up your Facebook campaign, you’re greeted with 6 options of campaign actions – which do you choose? Let me help!

PAGE POST ENGAGEMENT

What It Does: Page Post Engagement Facebook campaigns are designed to offer a post of your choosing to an audience who might not see you. It’s a boosted Social post.

Who Sees This: People who are more likely to like, comment or share a post. More likely to Like the page as well and interact with organic posts.

Marketing Objectives Achieved: If your Facebook campaign objective is to increase engagement, this is the one for you!

PAGE LIKES

What It Does: So this Facebook campaign is very similar to the Page Post Engagement campaign, but focused on generating page likes instead of engagement.

Who Sees This: You set the targeting parameters, and Facebook does the rest!

Marketing Objectives Achieved: Brand awareness is the Facebook campaign objective for this one!

CLICKS TO WEBSITE

What It Does: This Facebook campaign is designed to increase your website traffic, getting your brand in front of people who don’t know you and provide an easy way to track traffic to your website.

Who Sees This: People who are more likely to click on the ad and land on the website will see this.

Marketing Objectives Achieved: This campaign is especially good at driving traffic to your website, so if you’re looking to increase eyeballs at your website, this is the one for you!

WEBSITE CONVERSIONS

What It Does: This Facebook campaign tracks conversions you get through the Click Through, so you can see if Facebook is good for sales!

Who Sees This: You set the targeting parameters, and Facebook does the rest!

Marketing Objectives Achieved: If sales and leads are your game, then you need this Facebook campaign!

EVENT RESPONSES

What It Does: Are you holding an event that you want the masses to attend? This campaign basically posts your event for your targeted audience and lets them invite themselves.

Who Sees This: Your target audience, who are most likely to click through and sign up for the event!

Marketing Objectives Achieved: Your marketing objective for this kind of campaign is likely to be brand awareness, which will then lead to sales – so by pushing out your event, you’ll definitely achieve the brand awareness!

OFFER CLAIMS

What It Does: This Facebook campaign is designed to show those within your target audience a special offer that they can collect and use online or in a physical store!

Who Sees This: It’s usually down to those with certain interests when it’s an online purchase, or location settings if it’s a physical shop.

Marketing Objectives Achieved: Obviously, if you want to make a sale, you put on a special offer, but it also works for brand awareness as well if you need to put yourself out there!

How to Boost Facebook Reach without Spending Any Money

We all want to hold onto our precious dough, and we all want to get the most out of our Facebook reach without spending ridiculous amounts of money *breaks the door down and stands triumphantly*…

*Realises she broke a door and tries to put it back in place* I can help!

I’m about to share my tips with you about increasing your Facebook reach with spending any money!

How to Boost Your Facebook Reach without Spending Any Money!

CHECK OUT YOUR TOP HITS

The easiest way to see what will work is seeing what has worked previously!

Are there any trends or patterns that scream “REPEAT! RÉPÉTER! RIPETERE!”? You should make a note of them and learn what you can do to replicate it again to increase your Facebook reach.

Obviously, if you only start posting motivational quotes, that’s not a coherent social strategy, so you need to look at the variety of posts.

 

FIND THE BEST TIME TO POST

Facebook Insights is an amazing tool that gives you lots of information about your audience demographics, but also useful insights into what is the best time to post.

If you head to Insights, and then to Posts, you’ll be greeted with a lovely chart that tells you exactly when your fans are online. This is based on data collected over the last 7 days.

If you start to notice a consistent good day, start to look into the exact time as well!

 

POST ON THE WEEKEND

Speaking of the best time to post, weekends naturally are a fantastic time to put yourself on someone’s Facebook timeline.

More people have spare time and will scroll through Facebook when they’re bored, so give them something to look at!

Weekends are the ideal time to be posting helpful content that leads back to your website

 

EMBEDDING IN YOUR BLOG

So imagine someone finds your blog through Google, how do you get them from your blog to your Facebook page?

You bring Facebook to them!

Embedding a Facebook post into your blog shows that you’re actively being involved in the topic that you’re talking about, but also directs your audience to your Facebook page (if they like what they see!)

 

OPTIMISE TARGETING

Wouldn’t it be perfect if you could make only certain people see your posts? Maybe you’ve got a post that would be perfect for those who work in Interior Design – you can focus your content to them!

Simply select Audience Preferences in your settings to give you the option to make these changes to your post, and away you go!

 

…but there’s always another side to it…

While Organic reach is always great, I do recommend trying to use some form of Paid posts to get you started.

You don’t have to put much, but Paid reach will always get you further than Organic – and quicker too!

How To Decide The Right Social Media Platform For Your Business

So if you’re reading this, you’re interested in getting your Business on Social Media, which is good. It also means your Business should be!

It also means your Business isn’t on Social Media right now, and it should be!

However, it can be really hard to choose which profiles to put your business onto. Do you stick faithfully to one social media platform, or do you branch out into all of them?

I can offer you 4 tips to help you choose the best profile for you.

They are:

ASK YOURSELF AN IMPORTANT QUESTION

You need to look at each profile individually and think “Is this worth my time?”

You can’t be wasting your time with Instagram if you’re not a visual profile, or Twitter if you can’t deal with Customers.

Do you have the available resources, both your workforce and budget, to use that platform is also something to consider.

 

DON’T SIGN UP FOR EVERYTHING STRAIGHT AWAY

So you’ve got Facebook, Twitter, LinkedIn, Instagram and YouTube to choose from – emphasis on CHOICE.

Just because you have all those platforms doesn’t mean you need to be on all of them!

Wouldn’t you rather be amazing at 1 or 2 profiles that rubbish at all of them?

 

PLAN PLAN PLAN!

If you’re still unsure about what profiles to go on – make a plan!

Those plans for each platform should be able to help you decide which are more achievable for you to use.

Don’t think you’re wasting your time though – those plans might come in useful later on. Once you’ve mastered a Social profile, you can start to think if you need to bring in more – and you’ll have those plans ready to use!

 

STICK WITH THE HUNT!

I guarantee you that you won’t be able to just choose your Social profiles straight away. You need to have a real think about your options.

You have to “hunt” your profiles essentially – stalk them and find its positives.

Remember that being on too many social media channels can affect your productivity and your results.

Knowing which platforms to focus on can really help your business.

How to Bring Your Social Media Profiles Together

 

While chatting to some budding Business men and women in Bamboo Zone, a couple of interesting questions were raised that I felt needed some due attention:

  • How do you bring your Social Media profiles together?
  • What social profiles are best for your business?

Now these are both huge topics in themselves, and so I’ll focus on the first point this week, and go into more detail about the second in the next blog – for the sake of fairness!

So what does it mean to bring all of your Social Media profiles together? It could mean several things, like bringing your audience into one central location, or it could mean uniformity between all of your profiles. I like to believe it’s the latter, as this will help with the former!

So how do you unify your Social Media? Is it content, images, audience numbers? Let’s take a look at what you can do to bring some unity to your profiles:

 

Your Name

This one seems an obvious suggestion, but you would be surprised how many businesses make such a rookie mistake!

If someone is searching for you on Twitter and sees that your username is @MyBusiness, the likeliness is, is that they are now going to look for you on Facebook or Instagram with the same name.

If your username suddenly switches to @My_Business_123 on Instagram, and then @TheBusiness on Facebook, your audience is going to have a hard time keeping up with you!

If you’re struggling to get your name on one profile (say you’ve got @MyBusiness for Facebook but it’s taken elsewhere) try and stick to the original name as much as possible, or make a point of showing off your other profiles on that Facebook profile, so your customers know where to look!

 

Your Profile Picture/Cover Photo

This is also another obvious point (sorry), but it is vitally important that your profile pictures match across all your Social Media profiles.

I cannot stress how important this is without jumping out from this computer and shaking you until the point has sunk in.

Your profile picture is the first thing your customers are going to see, so your image not only needs to be of great quality, but also needs to be the same across all your profiles.

The same can be said for any profile with a Cover Photo. This is a great place to show off what your business does, so go for it!

Both images need to be the correct dimensions which are:

Social Media Profile Profile Picture Size Cover Photo Size
Facebook 170 x 170 pixels 820 x 312 pixels
Twitter 400 x 400 pixels 1500 x 500 pixels
Instagram 110 x 100 pixels N/A
LinkedIn 400 x 400 pixels 1536 x 768 pixels

 

You’re welcome!

Bringing your Social Media profiles together through this imagery of your logo and message will help your customers find your profiles, say if you can’t get the same Username information for each profile!

 

Your Content (it’s a tricky one!)

Now the reason this is a tricky one is that this is where you need to decide what level of uniformity you want from your profiles.

I wouldn’t recommend having the same posts go out across all your Social Media profiles because that means that you’re putting out duplicate content, and your customers aren’t going to like that!

Lots of company profiles find that having an individual niche for each profile vital to their branding. They’ll use Facebook for sharing company news, blogs, updates etc, while Twitter will be used for customer service and then Instagram is used for funny content related to their field.

All these areas are individual, but come together to create a whole image of a company!

While some choose to share the same content across all their profiles, they’ll change the wording so that the content appears different for each profile – plus schedule them for different days, so it’s not the same on each profile each day.

 

Your Imagery

This one all depends on your content strategy. If you decide to go down the path of sharing the same content but on different days, you need to make sure the imagery is consistent.

You also need to make sure it’s the best quality images you can find. No one wants to view a blurry image of your team celebrating a new product launch. Customers like pretty images and are more likely to share them if they are.

As for the consistency element, sometimes it is good to mix it up across the profiles, but to present a unified front, it’s best to stick to the same image’s profile to profile.

 

How It All Comes Together

Don’t you just love it when a plan comes together – don’t worry that will be my only A-Team reference…

There has been a point to all this, and why all these little points mean that your profiles are unified. When you profiles are in sync with the all right images, content and names, your business presents itself as an organised and trusted organisation, which should help bring in more customers.

It also helps when directing customers to a specific source. Do you want more traffic to your Facebook group? Give them a reason to go there, with consistency across your Social Media, and building trust with your followers.

Once that trust has been built, you can take your audience anywhere. And that trust comes from consistent and unified Social Media profiles!

 

Like what you’re seeing? Let us know in the comments!

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STOP connecting your Twitter to your Facebook account!

Don’t fall into the trap, connecting your Twitter to your Facebook account is SPAMMY.

It’s far too easy to automatically connect your Twitter account to your Facebook profile, however, it is NOT a good idea to do this. So if you’re reading this thinking “holy crap I’m one of those people”, hopefully this blog will make you take action to disconnect.

The thing is Twitter and Facebook are completely different social platforms with different ways to engage. They both warrant a different social etiquette.

So why do people do it?

Initially it may seem like a good idea to let your friends know exactly what is going across all your social platforms. However, Twitter and Facebook engage socially in different ways. Your community, audience and friends expect different things from the social networks.

If you’re mid conversation with a community member on Twitter, and its connected to Facebook, then what relevance does this conversation have to your Facebook community? None!

In the main, Twitter is a volume based network, you can tweet many times in a day with little or no interaction. It’s because it promotes the fact you can follow hordes of different people, some you’re maybe familiar with and others who are complete strangers. Its loose permission based structure encourages this and therefore you can, in theory, connect with most people.

On the contrary Facebook, is considered a much more personal network. Its permission based, and therefore you have to have some kind of familiarity before accepting someone into your network.

Here’s the biggie, the culture of each social network are poles apart, so combining them could mean alienating your communities.  After all who wants their timeline full of tweets that, quite frankly, make no sense and appear spammy.

STOP connecting your Twitter to your Facebook account!

Facebook stories update coming soon and MORE!

The team down at Snapchat must be fuming…or perhaps they’re flattered? However they’re feeling, it doesn’t change the fact that Facebook are blatantly copying their “stories” feature!

This wouldn’t be the first-time Snapchat was copied. Not too long ago Instagram rolled out the same thing. Instagram Stories have even proven to be quite successful; with the stats showing 150 million daily users.

Facebook stories update:

Ireland is the first country lucky enough to be targeted for this new feature’s testing. The main concept behind the idea is an image or 10 second video which disappears exactly 24 hours after being posted.

Benefits include:

  • Being able to communicate your personality
  • The ability to get creative with your audience (using filters, a pen, etc)
  • Time efficient

Read more benefits here: https://www.wow-zone.com/blog/why-instagram-stories-are-a-must-for-businesses/

The look of it is very like Instagram’s own version of stories, with the only noticeable difference being colour schemes. Take a look below:

Facebook in-app camera:

As well as testing Facebook stories in Ireland, the Facebook in-app camera will soon be undergoing changes too. Since October 2016 Facebook have been testing filters, more editing options and more as part of a new feature they will be offering in the near future.

Here are some examples of what the new Facebook in-app camera can do:

Facebook in-app Camera

Facebook stories mask

The new camera will give you the ability to edit your image/video in many ways – with plenty of “masks” (commonly referred to as “lenses” on Snapchat) available to use!

These executive decisions are part of an overall vision, which is to emphasize its video and camera experiences.

Here’s a summary of what Mark Zuckerberg announced in Q3 of 2016:

  • Becoming video-first is Facebook’s first priority.
  • Facebook is also working on enhancing its camera experience.
  • Doing the above will increase both the consumption and production/sharing side of the camera.

Facebook are releasing these two features to stay in line with objectives and keep people on the app, potentially harming Snapchat’s social market share. I know I’ll definitely be using the feature when it comes out, in fact I can’t wait!

Will you be using these features too? Was this a smart play by Facebook? Join me in the comments!

6 steps to follow when running a successful Live Video Campaign!

Running a successful live video campaign isn’t easy…

Unless you’re GaryVee, Tai Lopez, or another huge public figure, you can’t always live stream from a business page whenever you “feel like it” and expect tonnes of viewers.

On the contrary, there are times when a spontaneous live broadcast is crucial.

Most of you are going to need to plan in advance, so, as mentioned in the title, this blog will give you a complete breakdown on running a successful live video campaign!

Let’s begin with a few of our own examples

Example 1 – #DigitalRant

Back in October 2016, we hosted our first #DigitalRant where Qasim Majid and Naeem Arif discussed the state of the digital marketing industry.

They were mostly addressing all the charlatans who claim they are “social media gurus” or how they can “grow your company tenfold”.

This was a planned event.

Example 2 – Trump ‘n Toblerone

The world went batsh*t crazy when Donald Trump was elected president, and even more so when Toblerone reduced the chocolate content in their bars… #firstworldproblems.

We decided to give our own take on the whole situation, which was all very last minute!

People loved the video and the engagement backed this up.

Above are two perfect examples of how both spontaneous and planned live video campaigns both work.

What do I need to do to run a successful live video campaign?

I’m going to be breaking it down into 6 simple steps.

1)      Communicate the time and date effectively –

To get people to join you when you’re online, you need to ensure that everyone knows when your live campaign is taking place. In every post, the date and time MUST be mentioned. People forget, period. It’s your job to remind them…

2)      Plan and schedule content –

There’s nothing more relaxing than having your campaign go out and everything running smoothly. Get all the videos, blogs, flyers done before and scheduled in. Trust me on this one, you don’t want to be doing them day by day, it can become very tedious.

3)      Mix up the type of promotional content –

Remember, not everyone likes to read. Alternatively, some people prefer reading. To cover all bases during promotion, push out flyers, blogs, videos and even simple text statuses (although these are proven to be less effective).

4)      Ask for likes, comments, shares –

Heard of the phrase “ask and you shall receive”? This is particularly true when you’re online. One definitive example of this is YouTube. Almost every video you watch, you have the host asking people to like and comment on their videos.

Why? IT WORKS!

Whilst you’re filming, encourage users to engage with you.

Naturally, Q&A sessions will be more engaging than others, so that’s something to consider.

5)      Host it at an appropriate time –

For example, hosting a Facebook live event on a Friday evening probably isn’t the best of ideas. People are usually out drinking/partying. This is not to say it won’t be successful, it’s just likely to not do as well as it could. Be wary of times where you know most people won’t be accessible.

6)      Breakdown what they can expect 

Some people won’t want to take the risk of joining unless they know you’re covering a useful topic. Whilst you’re promoting your live video, it’s useful to give people a snippet or overview of what you’re covering. Don’t give away too much though, and maybe save a nice surprise for the video too!

How to do I make the actual live video successful?

I’m feeling quite generous today, so I’m going to be giving you all a further 3 point to consider when the time has come to go live.

1)       Check your connection –

This one is simple and doesn’t need much explaining. It’s happened to us in the past, so please learn from our mistakes and check you have a reliable connection before going ahead with your live stream!

2)      Write an amazing headline –

Entice viewers by writing a compelling headline. However, stray from being “clickbait” or exaggerating too much as it will turn viewers away from your broadcast and potentially all other live videos you do in the future.

3)       Engage with live viewers –

As people join your broadcast, give them a shoutout. Monitor your live video as people may be making comments or asking questions. If you prove to be helpful, you’ll certainly be seeing those “repeat customers” back next time.

What are the advantages and disadvantages?

Of course, there are going to be advantages and disadvantages when running a successful live video campaign, so let me break it down:

Advantages:

  • Chance to capture a large live audience – providing you’ve clearly communicated the time and date of this event.
  • High engagement rate – Because more people know when to tune in, that means you’re more likely to get in them likes!
  • Getting to know your audience – A live video is personal to say the least. People get to see the face(s) of your brand and it’s easy to resonate with other humans.
  • Potential to become a regular thing – If your live video campaign is received well with your audience, who’s to say you can’t make it a bi-weekly or monthly event? Something to certainly consider.

Disadvantages:

  • Timely – Yes it will be timely. Scheduling posts, editing videos, creating flyers and all sorts of other content doesn’t happen instantly. Not to mention all the strategy
  • Resource intensive – As well as timely, it will drain a lot of resources. Thankfully, we have tools like editing apps for both video and imagery which we can access at the palm of our hands.
  • It may not “work” – As with everything, there is always a chance it simply won’t work. This shouldn’t dishearten folks though, if you try everything once and give up you won’t even become a jack of all trades, you’ll become something much less.

As you can see, running a successful live video campaign isn’t easy, but can certainly be rewarding. If you want any more free advice, join our latest Facebook group where we answer ALL of your digital marketing questions! Click the flyer below and request to join NOW…

Bamboo Zone Flyer

Facebook fires shots at YouTube with new Facebook video hub

Not too long ago Facebook announced that it was racking up to 8 billion video views EVERY DAY!

As impressive as that is, it is worthwhile noting YouTube, reported 4 billion daily views back in 2012, a number which has likely risen by more than double since!

IMPORTANT READ: I wrote an article about Facebook Video Insights the other day and you NEED to read it!

YouTube is currently king of video…

…but Facebook isn’t centuries behind them either and is aiming to change ALL OF THIS with its new dedicated video hub.

Facebook Video Hub Gif
As you can see at the bottom of the mobile device is a “video” button. Users can click on that to take them to what is essentially a video marketplace.

It allows you to see a selection of videos from friends, liked pages, saved videos, videos you’ve already watched or videos that have been recommended by friends.

Here is a demonstration Facebook put out themselves, just so you can get a better idea of how it works – skip to around 40 seconds in:

They announced that it was testing the feature back in 2015 (near October), so I imagine it will be rolled out publicly within the next couple months.

Even if Facebook did surpass YouTube in views (which I highly doubt) it is difficult to compare both channels, as each platform defines a “video view” differently;

Facebook – Videos which are displayed for 3 seconds or over, regardless of whether the user has activated sound, are counted as a view.

YouTube – Videos watched for 30 seconds or over are counted as a view.

A view on YouTube is 10 times more than what it is on Facebook…something to consider when comparing the two platforms.

To end this article, here are a list of the main features Facebook rolled out just in 2016:

  • Suggested videos – Bringing videos which users may be interested in to their attention
  • A save button – Allowing users to bookmark content to come back to later
  • Multitasking – Allow users to continue watching a video whilst scrolling through their feed
  • Live video – Enables users to share a video of them instantly in the location they’re in
  • Facebook Marketplace – People now have the ability to buy and sell within Facebook
  • Instant articles – The ability to read articles without actually having to leave Facebook!
  • Facebook Reactions – Allows users to “react” to posts with a series of emotions.

It was a massive year to say the least…now and Facebook fires shots at YouTube with new Facebook video hub! What will be next for the social media giant?

Measuring the success of Facebook videos

Measuring the success of Facebook videos – the right way!

You got 1000 views on your Facebook video, congratulations.

That means 1000 people watched your video from start to finish, right?

Wrong Donald Trump GIF
It means 1000 people watched your video for 3 seconds or more.

That’s right, Facebook classifies one view as minimum 3 seconds of view time. Putting that into perspective, some people may not even watch past your intro sequence…

This is why it’s vitally important that you’re measuring the success of Facebook Videos the right way, based on stats like unique video views, average duration of a view, audience retention and more!

How do I get started?

To get to these locate the “insights” tab for your Facebook page.

Facebook Insights Dashboard
Then, navigate to “videos” on the left column.

Facebook Insights Videos Dashboard
 

If you scroll down to the bottom, you can see your recent top performing videos.

This is a general overview of how your recent videos are doing, but we can go and get more in depth than this.

Top Performing Facebook Videos
Click “Video Library” and it will take you to a page with all your videos, from recent to your first ever video masterpiece!

Here you can click on each video, and get numerous details which allow you to determine how successful each video is.

Facebook Video Library
Once you click on a video, more details should appear like this. For nostalgic purposes, I felt like choosing the first video we posted directly to Facebook!

Our First Facebook Video
As you can see, it has all the key metrics on the side, each one can be clicked for a more in depth look at how your video performed.

One of the most important things for a video to have is a high Audience Retention rate.

Facebook Video Average View Time
For our first video the retention rate wasn’t the greatest, but we worked on fixing that and now it is much higher than before.

A low audience retention rate can mean many things, such as:

  • Your content isn’t good enough
  • Your videos are visually “boring”
  • Your videos are just too long

Keep testing your videos by adding or taking away things and then go back and MEASURE!

That’s it for this week, I hope you enjoyed the read. Just remember, measuring the success of your Facebook videos is EASY AS PIE!

Good luck on your quest…