What is the most important part of a Facebook Live video? Do you know?
I’ll give you a moment to ponder it…
I asked this question on Facebook last week and had some amazing answers.
While all of the guesses people made were about really important Facebook Live elements, no one came up with the answer I was looking for.
The answer is… drumroll
The first 10 seconds.
I know that seems like such a basic thought, but the first 10 seconds are the most important because they need to be set-up to grab your viewers attention.
Not just the attention of your live viewers, but the viewers who will watch the video after the broadcast is done. And, the post-broadcast viewers are almost as important as the live-broadcast viewers because that is when your video will get a majority of the views.
In this article, I am going to cover what you need to do during your Facebook Live broadcast to increase the number of views.
STEP #1: PLAN OUT YOUR FIRST 10 SECONDS
Your first 10 seconds need to be attention grabbing, but I’m not expecting you to dance around like a fool or throw confetti at the camera. Unless that’s your jam.
Let’s start by discussing what you should NOT do:
Don’t start by asking “Can you hear me? Am I Live? If you can hear me please give me some hearts or leave a comment letting me know you can see and hear me.”
I am embarrassed to admit that I did this a lot when I first started broadcasting. If you’ve done it too, then you’re in good company.
Don’t start by asking a question like “Hello! Where are you watching from?”
While this is great at helping you get engagement at the beginning of your video, it doesn’t work well for the viewers that will be watching the replay of your broadcast. If they see that you’ve spent more than 30 seconds doing this on your broadcast, they will likely abandon watching before you’ve even started digging into the details.
Now, let’s talk about the right way to start your Facebook Live.
Plan out the first sentence of your broadcast.
Here are four techniques that work.
Technique 1: Target a problem that your viewers have.
For example, you could say something like…
“Are you sick and tired of broadcasting on Facebook Live week after week and not seeing an increase in reach, views, comments and followers?”
Technique 2: Go right into a story
Now, if you’re thinking I’m crazy to mention this as a technique because you may have live viewers that miss this story at the beginning…. Here’s why this works.
If live viewers come into the story late and comment on your story then it will help with your engagement (and get other people chiming in on the comments to help answer).
If your story is good and relates to the topic, lessons and tips that you’re discussing that day, people will have a hard time turning away.
Lastly, this technique hooks the post-broadcast viewers into the video and will increase your views.
Technique 3: Announce you have super exciting news.
This one is pretty easy.
Here’s what it could sound like…
“I am excited you are watching this broadcast today because I have super exciting news that I am announcing here, first.”
Technique 4: Give them something exclusive on Facebook Live
The goal here is to make the viewer feel like you’re giving them something you don’t typically give away.
It could be a piece of advice you’re giving on the video, or it could be an expiring piece of content that will only be available for a limited time. (Bright idea: this could also be a giveaway you’re running, or a promo code to purchase a product.)
You could say something like.
“I have never shared this before on Facebook. What I am going to share with you today is a training that I typically give to my paying clients.”
STEP #2: BRIEFLY SHARE YOUR EXPERTISE
Did I mention that this should be brief?
Viewers don’t want to hear your Lifetime story about how you made 6 figures in 6 weeks.
Quickly share your expertise as it relates to your content, and show why you’re an authority they should listen to.
STEP #3: LET PEOPLE KNOW WHAT YOU’RE TALKING ABOUT ON THE FACEBOOK LIVE BROADCAST
Think of this like your presentation overview. A simple format for this would be.
Today I am going to teach you ______ so you can ________.
Now, let me show you how you can use this format.
“Today I am going to teach you the most cringe-worthy mistakes entrepreneurs are making on Facebook Live so you can avoid making them.”
STEP# 4: PLAN OUT WHEN YOU WANT PEOPLE TO COMMENT
Before you go live, think about 3-5 different questions you would like to ask viewers during your broadcast. The reason you want to incorporate these questions into your broadcast is so that you increase your engagement. Plus, these questions could also help with market research.
After you have been live for a few minutes. Stop your presentation and ask your first question.
“I want to stop for a second and ask you all a question. How often are you posting to your Facebook Page? Are you posting once a week? Twice a week? Daily?”
After you’ve asked your question and engaged with viewers, dive back into the content you’re discussing. Then, in a couple of minutes ask another question.
STEP #5: ASK FOR PEOPLE TO SHARE YOUR FACEBOOK LIVE VIDEO
During the middle of your broadcast, ask your viewers to share the video on their timeline/page if they think the friends or followers can benefit.
Or, if they don’t want to share it on their timeline/page, ask them to tag a friend that they think would be interested.
STEP #6: INCLUDE A CALL-TO-ACTION
During your Live, you want to guide your audience to the next step in the process. You have already asked them questions to gain insight and increase engagement, they have shared or tagged friends, and now it’s time to take them to the next step. What do you want them to do from here?
Do you want them to click a link? Purchase a product? Sign up with their email so you can send them something? Make an appointment? Whatever that next step may be is your Call To Action (CTA).
I highlight CTAs on my Facebook Live videos with visuals.
In this first example, you’ll see that I’ve included it as a slide at the end of my broadcast.
In this second example, you’ll see that I’ve featured it in the footer of my video.
Your CTA could be in Las Vegas lights and still some people will miss it. So, while you are Live, clearly tell viewers what they need to do and include the CTA in your video description or pin it in your video comments.
STEP #7: ADD CAPTIONS AFTER THE VIDEO
There are multiple reasons why you need to add captions to your video after the broadcast to increase views.
Reason #1: When people scroll through their Facebook newsfeed and see a video, the video is set to autoplay in silent.
Reason #2: Depending where people are, a lot of times they need to watch videos on silent. They could be at work, in school, in a boring conference… there are many instances where people watch videos without sound.
Reason #3: Incorporating captions It’s also a great way to assist those who are hard of hearing. Five percent of the world’s population are deaf or hard of hearing. In the US alone, according to Business Insider, 38 million people are hard of hearing or deaf. That is a really good sized audience you could be missing if they are not able to read the captions.
After your broadcast is over, click on the arrow in the top right corner of your post and select “Edit Video”.
When the video editor pop-up box appears, go to the “Captions” section. From here you can Upload an SRT File or have Facebook generate captions.
If you have Facebook generate the captions for you, make sure you review them for accuracy because there will be mistakes. The accuracy of your captions is most important in those first few minutes, so pay special attention to your captions at the beginning of your video.
In summary, remember these 8 steps for what to do during a Facebook Live and you will be golden!
Step #1: Plan out your first 10 Seconds
Step #2: Briefly share your expertise
Step #3: Let people know what you’re talking about on your Facebook Live broadcast
Step# 4: Plan out when you want people to comment
Step #5: Ask for viewers to share your Facebook Live video
Step #6: Include a Call-To-Action
Step #7: Add Captions After the Video
WOULD YOU LIKE MORE HELP WITH YOUR FACEBOOK LIVE STRATEGY?
Dive into my other articles about Facebook Live:
- 9 THINGS YOU SHOULD DO BEFORE A FACEBOOK LIVE
- 10 CRINGE-WORTHY MISTAKES YOU’RE MAKING ON FACEBOOK LIVE
- HOW TO USE FACEBOOK LIVE FOR MARKETING: A COMPLETE GUIDE
I would LOVE to hear from you – Let me know how your Facebook Live is going and share your experiences about your Facebook Live successes (and not-so-successes)!