Let’s be real: Social media can be exhausting.
Every day, there’s a new tool, tactic, or strategy — it’s impossible to keep up. Do you focus on Google Ads? Creating content? Influencer marketing?
Still, you’ve gotta connect with your target customers.
And, you’ve gotta develop your brand — especially as a dropshipper.
Because you’re selling generic products, and your branding is one of the key ways that you can stand out from the competition.
So, what do you do?
Enter: Facebook Live Video.
Back in 2016, Facebook CEO Mark Zuckerberg said, “We are in the beginning of a golden age of online video.”
He was right.
But, that’s just the start.
- Why Should You Use Facebook Live Video For Your Business?
- How Can Ecommerce Businesses Use Facebook Live Video?
- How Can You Prepare for a Successful Facebook Live Video Stream?
- How to Broadcast with Facebook Live Video
- Step 1: Download the Facebook Pages App
- Step 2: Setup Your Facebook Live Video Broadcast
- Step 3: Make Sure Your Privacy Setting is Set to ‘Public’
- Step 4: Give Your Broadcast a Compelling Description
- Step 5: Add Your Location, and Choose an Activity
- Step 6: Make Sure Your Camera Settings are Correct
- Step 7: Go Live!
- Step 8: Take Advantage of the Creative Tools and Comments
- Step 9: Download and Post Your Facebook Live Video
- Step 10: Edit Your Post on Mobile
- Step 11: Edit More Details on Desktop
- Step 12: Link to Products Mentioned in the Facebook Live Video
- 10 Ways to Get the Most Out of Your Facebook Live Video
- 1. Test out Facebook Live Video Using the ‘Only Me’ Privacy Setting
- 2. Keep Re-Introducing Yourself Throughout Your Broadcast
- 3. Engage with Comments and Call the Person Out by Name
- 4. Make Your Facebook Live Video Visually Engaging
- 5. Don’t Worry About Making Mistakes
- 6. Ask Viewers to Follow You to Receive Live Notifications
- 7. Encourage Viewers to Like and Share Your Video
- 8. Broadcast for At Least 10 Minutes
- 9. Don’t Forget to Wrap Up and Say Goodbye Before You End Your Broadcast
- 10. Share Your Facebook Live Video on Other Channels
- Summary: Go Live!
- Want to Learn More?
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Why Should You Use Facebook Live Video For Your Business?
There are four main reasons:
- Users interact with live video more than other forms of content.
- Facebook Live capitalizes on Facebook’s awesome social power.
- Facebook favors live video over other forms of content.
- It’s quick and easy to get started!
Let’s take a deeper look at each of these reasons below.
1. Facebook Users Engage with Live Video More Than Other Forms of Content
Today, video content reigns supreme.
But that’s not all.
Today, social media and the consumption of content moves fast. It’s all about what’s happening now, in the moment.
And, this is why Facebook Live videos see three times the engagement of traditional videos shared on the platform.
Okay sure, there’s Snapchat.
But, Snapchat only provides snippets of video — short-form snapshots of what’s happening.
The awesome power of Facebook Live video lies in the fact that it’s long-form, and there’s a high level of viewer-involvement.
Viewers can jump in at any time, and use Facebook reactions and comments to engage with the presenter, while also watching how other viewers are reacting.
And, the result?
People spend three times as long watching Facebook Live videos as they do regular ones.
2. Facebook Live Videos Capitalize on Facebook’s Awesome Social Power
Facebook is a giant.
Just check out the graph below.
It shows the most popular social networks in the world as of July 2019, ranked by the number of active users (in millions):
Still, although there’s a lot of people, there’s also a lot of noise. But, Facebook Live video helps you to cut through the clutter and noise.
Facebook Newsroom said, “We’ve seen that people comment more than 10 times more on Facebook Live videos than on regular videos.”
Plus, Facebook has tons of awesome features to help.
For example, Facebook will notify people when their friends are watching a Live video, and viewers can invite others to watch with them.
But, that’s not all.
Because Facebook Live videos are live, they’re far more personal and intimate than scripted content.
And, this can help to showcase your brand personality — which is an incredibly important way to differentiate your dropshipping store.
Remember, there’s plenty of other businesses selling the same products as you.
So, establishing a personal connection with your target customers is one of the key ways to give your business an edge.
3. Facebook Favors Live Video Over Other Forms of Content
Okay, let’s cut to the chase:
Facebook has rigged the system to reward Facebook Live videos.
Its latest update to the algorithm favors video, especially Facebook Live videos, over other content.
It’s essential to recognize this.
Take it from Jasmine Star, a social media, branding, and business strategist who is all about Facebook Live video:
“Gone are the days when simple photos and a link to a blog post could push traffic to your site… while available, it’s just not as effective as it used to be.
“Live video is engaging and studies show that viewers spend more time on live streams than any other type of Facebook posts. As a result, they have a much higher likelihood of being shown to viewers.”
If you want to reach your target customers on Facebook, Facebook Live video is the best way to do it.
How Can Ecommerce Businesses Use Facebook Live Video?
It’s easy to understand how celebrities and influencers might use Facebook Live video. But, what about ecommerce businesses?
Don’t worry, I’ve got you covered!
Let’s take a quick look at how three ecommerce businesses are using Facebook Live video to build their brands, and boost sales.
1. Host a Weekly Series: Benefit Cosmetics
It’s presented like a talk-show, provides tons of value to viewers, and perfectly showcases Benefit’s brand personality.
And, they make sure to keep it interactive.
The host will often ask the audience which product they’d like to see used in the makeup look they’re creating.
These Facebook Live videos generate between 8K to 35K views, with the occasional broadcast jumping over the 100K mark.
For one broadcast featuring Benefit’s ‘Global Brow Authority’ Jared Bailey, a whopping 190.4K people tuned in to watch “Tipsy Tricks!”
So, why does a weekly series work so well?
Simply put? “TV shows come on at certain times so people get in the habit of watching them. You can do the same with Facebook Live,” says author Laura Vanderkam.
Benefit also encourages their viewers to submit ideas for future broadcasts:
This ensures that people feel involved, whilst also enabling Benefit to create content that their followers are most excited to watch.
Keep your Facebook Live video broadcasts regular.
And, continually ask viewers what they’d like to see, so that you can hone in on the most effective topics to cover.
2. Host a Challenge or Contest: Asos
This UK-based ecommerce fashion store broadcasted a Facebook Live video challenge, called “100 layers of Asos” which received 63K views.
It featured two staff members attempting to dress a model in 100 layers of Asos clothing, in less than 30 minutes.
Asos also harnessed Facebook Live to host an interactive contest called, “What’s in the bag.”
Viewers were invited to guess which Asos items were hidden in a bag by entering their guesses in the comments section.
And, if they guessed correctly, they would be entered into a draw to win 1 of 5 Asos gift vouchers worth £1,000.
Contests, challenges, and giveaways are great ways to engage your viewers and encourage interactions.
3. Bring in a Special Guest: Birchbox
This beauty brand regularly brings in guest makeup artists to share their top tips.
Rachel Jo Silver, the former director of social marketing and content strategy for Birchbox, explains why they moved into Facebook Live video:
“We knew we needed content to help sell beauty products because the Birchbox customer is not a beauty guru and she’s not obsessed with beauty. Video was just an obvious way to show people how to use things.”
But that’s not all. Birchbox also focuses heavily on audience interaction.
“The most important part about that tool is that people can ask you questions. It’s the feedback loop, it’s the live Q&A,” Silver said. “You can do a live Q&A to market anything.”
Silver also goes on to say that, thanks to Facebook Live video, the brand has seen some of their highest levels of interaction and engagement ever.
Don’t be afraid to switch things up and keep it interesting.
And, although you might not be able to partner with a micro-celebrity like Birchbox, try collaborating with someone in your niche who’s knowledgeable and engaging — even if it’s just a friend.
And remember: Always ask questions.
Think of Facebook Live videos not only as broadcasts, but as conversations.
How Can You Prepare for a Successful Facebook Live Video Stream?
There are three main things you need to do before you go live:
- Define your goals
- Promote the event ahead of time
- Set up your tools and location
Let’s take a deeper dive into each of them.
1. Define Your Goals
Before you start creating Facebook Live videos, you need to know what you hope to achieve from your broadcasts.
It’s like Lewis Carroll explains in Alice in Wonderland through an exchange between Alice and the Cheshire cat:
Simply put, if you don’t know where you’re going, any road will get you there…
And, not every style of live stream is right for every brand or situation. So, you need to carefully evaluate your reasons for using Facebook Live video.
Goals could include:
- Strengthening customer relations
- Growing your social following
- Increasing email signups
- Boosting sales of a specific product
Now, it’s likely that you’ll want to do all of these things and more.
But, for each broadcast, try to have one goal that’s your top priority. That way, the Facebook Live video will feel cohesive throughout the broadcast.
And, be sure to tie your goals into your overall marketing strategy.
Then, taking your goals into account, create a basic outline of what you plan to do and say during your broadcast.
Next, you need to decide how you’re going to measure your goals.
In some cases, the goal might dictate the form of measurement — like if your aim is to sell more of a specific product.
But, how do you measure things like improved customer relations? In cases like this, you’ll want to measure things such as likes, comments, and shares.
2. Promote the Event Before You Go Live
Users spend an average of 22 minutes per day on Facebook. But, that doesn’t mean your audience is guaranteed to be online when you go live.
So, you need to promote your broadcast before it happens.
Be sure to post about the event on social channels like Facebook, Twitter, and Instagram, and even send an email to your mailing list.
And, don’t forget to include a link, as well as the date and time!
Also, if you’re hosting a regular Facebook Live broadcast, you could even include the details of it in your social media banner image.
Here’s an example from Modern Mom Life:
Tease people with a hint at what’s to come.
Try to give them a sense of what to expect, and clearly highlight the benefits of attending.
3. What Do You Need to Use Facebook Live Video?
Here’s all you need to go live on Facebook:
- A Facebook page for your business,
- A smartphone, laptop, or tablet,
- And, a strong, reliable internet connection.
The main decision you need to make is whether to use a desktop device or a mobile device.
And, the easy way to answer this question is: Do you want the camera angle to be fixed, or moveable?
If you’re presenting a talk-show-like series, avoid the shaky camera and opt to use your laptop. But, if you want your broadcast to be more personal, and interactive, perhaps use a mobile device.
And, if you do opt to use a mobile device, consider using a selfie-stick to help keep the camera steady.
Here are a few more tips to take into account:
- If you’re in a noisy location like a cafe, use headphones.
- Make sure there’s plenty of light, and you’re clearly visible.
- Keep an eye on your phone’s battery life, because broadcasting live video will drain it fast!
Now, it’s time to go live!
How to Broadcast with Facebook Live Video
Although you can use computer’s for Facebook Live, we’re going to take a deeper look at broadcasting on mobile.
However, the process is the same on a computer, so what you’ll learn will still apply.
Okay, let’s dive in!
Step 1: Download the Facebook Pages App
If you haven’t already, you’ll need to download the Facebook Pages app. This way, you’ll be able to broadcast straight from your store’s Facebook page.
Here are the links to download the app on iPhones, and Androids:
Once you’ve installed the app, go ahead and log in.
Step 2: Setup Your Facebook Live Video Broadcast
Go to the News Feed, and tap the ‘Live’ option, denoted by the ‘Play’ icon.
If you’ve only just installed the app, your phone will ask for permission to use your camera and microphone.
So, make sure you click ‘OK.’
Thankfully, this will only happen the first time you go live.
Step 3: Make Sure Your Privacy Setting is Set to ‘Public’
You can change the privacy settings under your Facebook Page name.
If you’d like to do a test broadcast, change the setting to ‘Only Me.’
That way, no one will see your broadcast.
Step 4: Give Your Broadcast a Compelling Description
This description will show up on people’s News Feeds like a status update above the video.
To encourage people to tune in, write a short attention-grabbing headline that sums up what your broadcast is about.
Here’s an example from The White House:
Step 5: Add Your Location, and Choose an Activity
There are two icons to the right-hand side of your screen which allow you to add your location, and select an activity.
If your location doesn’t automatically show up, you can search for it.
These small touches help to personalize your video.
Step 6: Make Sure Your Camera Settings are Correct
Before you go live, make sure that your camera’s pointing in the direction you want it to. And, select whether you want the flash on throughout your broadcast.
You can do this by tapping the two icons at the top of your screen.
Unless you’re broadcasting from somewhere extremely dark like a nightclub, it’s best to make sure the flash is turned off.
Step 7: Go Live!
Alright, when you’re ready, tap ‘Start Live Video’ to go live!
Step 8: Take Advantage of the Creative Tools and Comments
When you’re live, you can tap the speech bubble icon at the bottom of your screen to view and interact with viewer’s comments.
And, there’s plenty of filters, themes, and effects that you can use to express yourself and make the broadcast even more fun.
Once, you’re ready to end your broadcast, just tap finish!
Step 9: Download and Post Your Facebook Live Video
After you’ve finished broadcasting, Facebook Pages will play your Live video.
First, make sure to download your video for future use by tapping the arrow-down icon in the top right-hand corner.
Then, post your Facebook Live video to your page by tapping ‘Post.’
Step 10: Edit Your Post on Mobile
It’s best to update your Facebook Live video’s description and tags to help make it more discoverable.
This way, you’ll be able to call out some of the highlights that happened during the broadcast.
To do this, tap the three dots on your post, and then tap ‘Edit Post.’
Step 11: Edit More Details on Desktop
Facebook Pages on desktop gives you more editing options. And, it’s worth logging on to a computer to make these changes.
Once again, you can edit your description. But, you’re also able to edit your video’s title and add relevant tags.
You can also click ‘Custom’ to upload up to 10 thumbnails for your video.
Make sure you do this.
You want your video to be represented by relevant, intriguing images. You don’t want a shot of the floor, or an embarrassing still frame to be the main visual in users’ Newsfeeds!
Step 12: Link to Products Mentioned in the Facebook Live Video
Whatever you do, don’t skip this step!
If you haven’t already, you can now connect your Shopify store to your Facebook page. This allows you to sell products directly from your page.
What’s more, Facebook gives you the option of tagging products that you mention throughout your Facebook Live video.
Simply tap the icon at the bottom of the editing window and search for your product, or click to add a new product.
And, that’s it!
Okay, next up?
10 Ways to Get the Most Out of Your Facebook Live Video
Here are 10 quick tips and tricks to help you squeeze the most out of your Facebook Live videos!
1. Test out Facebook Live Video Using the ‘Only Me’ Privacy Setting
You don’t want to go live to your audience only for things to go terribly wrong!
So, consider doing a quick trial run first.
This is a great way to test the waters and make sure you’re comfortable with the technical side of Facebook Live video.
2. Keep Re-Introducing Yourself Throughout Your Broadcast
When you start broadcasting, take a minute to introduce yourself and explain what the video’s about.
But, keep in mind that it might take a few minutes for people to tune in. So, be sure to keep re-introducing yourself, and what the video’s about for any newcomers.
3. Engage with Comments and Call the Person Out by Name
You want to get as many comments and interactions on your Facebook Live video as possible.
This will give it a higher relevancy score — making it more likely to show up on people’s News Feeds.
To help, regularly ask for viewers to submit questions.
And, when you answer those questions, make sure to call people out by name.
As Dale Carnegie famously wrote, “Remember that a person’s name is to that person the sweetest and most important sound in any language.”
4. Make Your Facebook Live Video Visually Engaging
If you’re broadcasting from a mobile device, keep the camera moving and don’t just sit in one place.
And, if you’re broadcasting with a fixed camera shot, try to incorporate visually stimulating features, like sharing your computer screen, or using props.
The more visually engaging your broadcast is, the more likely people will stick around.
Also, Facebook started monitoring signals of video engagement, and uses these to help determine a Live video’s relevancy score.
This means that when viewers take actions like switching to full-screen mode, turning on the audio, or enabling HD, Facebook will deem your post more worthy of sharing.
Which in turn, will make it appear higher up on the feed.
5. Don’t Worry About Making Mistakes
Facebook Live video is, well live!
Jasmine Star explains: “It’s important to remember that viewers aren’t expecting to see a Broadway actor recite a powerful monologue. Viewers tune in with the expectation that a Facebook Live chat is just that: a chat.
“Don’t feel the pressure of perfection (namely because perfection doesn’t exist in the online streaming world), and instead opt for: 1. Clarity of message; and 2. Approachability.”
Spontaneity is part of the appeal.
And, you can’t edit what happens — so, if someone photobombs you, or you lose your train of thought, just go with it!
Make a joke, laugh it off, and keep talking.
And, if something technical does go wrong, it’s okay. Just explain what’s happening to viewers, and do your best to fix it quickly.
Take advantage of the opportunity to showcase the human side of your brand.
6. Ask Viewers to Follow You to Receive Live Notifications
If viewers are enjoying your broadcast, chances are, they’ll also enjoy your future broadcasts! So, make sure to ask them to follow you to receive notifications of future broadcasts.
Also, ask them to ‘Like’ your brand on Facebook to ensure they receive more of your content.
Back in 2015, Facebook noticed that when people are watching videos, they’re more distracted from Liking and sharing it than they are with text or photo posts.
So, when broadcasting, make sure to directly ask viewers to like and share your video.
This will help rank your Facebook Live video higher in people’s feeds.
8. Broadcast for At Least 10 Minutes
Well, once you go live, you’ll slowly but surely start showing up in people’s News Feeds.
And so, the longer you broadcast, the more likely people are to discover your Facebook Live video.
You can stay live for up to 90 minutes.
But as a general rule, try to keep broadcasts at least 10 minutes in length.
9. Don’t Forget to Wrap Up and Say Goodbye Before You End Your Broadcast
Thank people for watching, ask them to share the video with their friends, and then finish with a personal goodbye!
You might also want to tell viewers when your next Facebook Live video will be, so that they can tune in.
Don’t forget to post your video on other social channels, and link to it from other related blog posts or videos.
One of the best ways to do this is to release short clips of the video’s highlights and link back to the whole video.
You can post these short video clips as Facebook Stories, on Instagram, Snapchat, Twitter, etc.
Summary: Go Live!
Facebook Live video is a powerful tool.
So get to work, and use it to build your brand and boost your sales.
Set a goal, do a trial run to make sure everything works, and then start promoting your broadcast before the event.
And remember, smile, relax, and have fun!
How do you plan on using Facebook Live video to build your dropshipping store? Let us know in the comments below!