When you’re taking the time to broadcast on Facebook live, you want your content to reach as many of your ideal clients as possible.
Recently, I’ve seen several coaches and trainers choosing to broadcast live from their personal profile because they’ve found that very few people watch live when they broadcast from their page.
It’s true that more people will attend live when you’re broadcasting from your profile, compared to the measly reach of Facebook page posts.
However, focusing only on live viewers is a very short-sighted approach.
The benefit of Facebook live for business is NOT the LIVE attendees. It’s the ability to AMPLIFY your message in ways that you cannot do when you broadcast from your personal profile.
So, here are the 10 reasons why you should ALWAYS broadcast your Facebook live content from your Facebook business page and NOT your personal profile:
#1: Why you MUST broadcast your Facebook live from your (business) page
Facebook reward users for using their native features, and when you broadcast live from your page, you are rewarded with extra visibility – the algorithm prioritises showing your livestream in newsfeeds, more than your pre-recorded video posts.
So, broadcasting from your personal profile and downloading the livestream to upload to your page means you lose this reward.
A quick point about the duration of your livestream… do broadcast long enough for your audience to see the notification that you are live and join the broadcast. If you’re only live for a couple of minutes, by the time they’ve joined you, your broadcast will be over (and unavailable while it processes) – wasting their time! Next time they won’t bother trying to join live, so you’ll lose them as a future live viewer.
So, plan to be broadcasting live for at least 15 minutes.
#2: Track your video viewing audiences
Aside from the extra ‘juice’ that Facebook give your on-page livestreams, the second huge benefit is that you can use Facebook’s audience tracking features to create remarketing audiences that track who is attending your livestream live AND viewing the replay.
Go to Ads Manager > Audiences and set up a page (video) engagement audience for people who view 3 seconds of your video. This will track who SEES your livestream (live and replay).
Next, set up a second audience for people who watched 50%+ of your livestream (live and replay).
People who watch 50%+ are indicating a much higher level of interest in you/your content/topic of the livestream than those who only saw it.
You can show now specific Facebook ads or boosted posts to each audience, individually.
More about this in point 7…
#3: Share your livestream replay with your friends
Make it easier for your Facebook friends to watch your livestream replay by sharing it from your page to your personal profile.
If you are very active in a Facebook group (by ‘active’, I mean as a commenter on other people’s posts to add value to existing conversations, not posting your own stuff) AND the content of the livestream is valuable for your fellow group members, then you may wish to share the replay into the group too.
As your friends and fellow group members see or watch your livestream, they’ll be added to your remarketing audiences automatically.
And, by sharing from your page to your profile, you will be growing your page audience (likes) too.
#4: Upload to YouTube
First, download your livestream from Facebook, and then upload the MP4 to your YouTube channel, with public visibility.
Now your livestream will be visible to your YouTube subscribers and anyone else who is searching for videos like yours.
I often get enquiries from people who have ONLY seen my livestream on YouTube. Even though we are also connected in many different places inside Facebook, it’s only when I upload it to YouTube that they become aware of it.
So, upload to YouTube to further amplify the visibility of your content.
#5: Add captions
Very few people will watch your livestream replay on Facebook with sound playing.
Unless you add captions to the video, most people won’t hear your message.
Adding captions is especially important if you are paying to boost or advertise your livestream. You’ll be wasting your money if you’re paying to put your replay in front of people who don’t know what you have to say.
I order my captions from Rev.com ($1/audio minute) and using the connection between Rev and YouTube, they will add your captions to your video on YouTube.
When you receive the .srt file from Rev, save the file locally (you won’t be able to open the file), edit the livestream post on your Facebook page, and click on the ‘subtitles’ tab to upload your caption file.
#6: Email the replay to your list
Now your livestream has been captioned, grab the direct link to the livestream from your Facebook page, and send an email to your email community letting them know of your livestream and why they will get value from watching the replay.
By giving them the link to view the livestream on your page, those who click through will also be added to your remarketing audience/s. You’ll also be making it easy for your email subscribers to like your page too.
#7: Boost your livestream post
Get even more viewers by boosting your livestream replay to your most engaged audience – your engaged Facebook page fans and people who have taken an action or actions previously that indicate they would be most likely interested in watching your livestream.
For example, I would promote a livestream about Facebook advertising to people who had:
- Read any or all blogs about Facebook advertising on my website previously
- Downloaded my free 5-minute guide to increasing your conversions from Facebook advertising eBook
- Watched 50%+ of previous livestreams about Facebook advertising
- Visited the sales pages of any or all of my Facebook advertising training programs
If you are planning to boost your livestream to a ‘cold’ audience – people who don’t know you – always boost it to your most engaged audience/s beforehand, as they will be more likely to like and comment on your post.
When people who don’t know you see your livestream, the social proof you have gotten from your engaged audience’s likes and comments will demonstrate that it’s worth their time to watch your replay too.
#8: Embed your livestream into a blog post
Write a new post on your blog sharing the content that you covered in your livestream, and embed the livestream from your Facebook page into your post.
Some of your audience will much prefer to read your content, so repurposing the livestream content into a blog post means they can read your message, even though they may never watch your livestream replay.
Your blog post may be the first time someone becomes aware of your message or knowledge of this specific topic.
Embedding the livestream from on your page into the blog post makes it easy for your blog visitors to choose between watching your livestream replay or reading your post to learn what you have to say. And your blog readers can like your Facebook page while they’re there, too.
If you’re not a fan of writing content, it may be easier to have your livestream transcribed (Rev.com will transcribe for $1/audio minute) and edit the transcript to craft the blog post.
#9: Share your blog post across social media
Now you’ve published your new blog post, share your post from your social media accounts.
(Don’t forget to create a website remarketing audience in Facebook first though.)
Tweet the link to your blog post 3 or 4x daily for a week, and share in a Linkedin update 2 or 3 times. Vary the time of day you publish your tweets and updates to reach a wider audience who may only check their feed at certain times.
You could also edit the livestream post on your Facebook page to add the link to the blog post, or add the link as a comment on the post.
If you’re not boosting the livestream, then share the link to your blog post as a new update on your Facebook page on the days you don’t post on Linkedin – again at varying times of the day, during the period that your page fans are most active.
#10: Repurpose your blog post into a Linkedin Pulse article
A week or so after you publish your blog post, repurpose the post as a Linkedin Pulse article, and either embed the YouTube video into the article, or embed the link to the livestream replay on your Facebook page within the article.
When you publish a new Pulse article, it will be displayed to your connections in their feed.
This is why I typically hold off publishing the article until I’ve completed the blog promo, so my connections are not seeing the blog and article at the same time.
Your article will also be added to your Linkedin profile, in the ‘posts’ area.
This is your opportunity to demonstrate your expert authority to anyone checking out your profile, so it’s great for showcasing your knowledge.
A Linkedin Pulse article I published brought in a paid speaking gig from one of my connections who read the post, realised I knew the topic well, and booked me to share my knowledge of this topic with their audience from stage.
Next time you are planning to broadcast live on Facebook, follow these steps to amplify the reach of your message and increase your own online visibility.
Commit to stop focusing on the few people within your audience who attend while you are broadcasting live, and start thinking about how you can repurpose the time you invest in planning and hosting your Facebook live, to help more of your ideal clients for the longer term.
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