The ABCs of Using Facebook Live at Events

By Natalie Dupuis, June 29, 2016

Facebook is making it easy to get your event in front of the eyes of folks who can’t be there in person. With the expansion of its Facebook Live video feature—originally launched in August 2015 as a platform for public figures to live stream to their followers—groups, organizations and events can now stream live video directly into the newsfeeds of their followers. Bonus: Because Facebook wants this feature to succeed, it’s likely a live video will be seen organically by more people than a post containing photos from the event after it happens. Take these tips to make the most of Facebook Live in marketing your next event.

1. Let people know when it’s happening.

Announce when you’ll be going live—and with what content—across all your social platforms. Post a few times leading up to the live video so your audience sees reminders in their newsfeeds or Twitter timelines to tune in.

2. Make it compelling.

Go outside the norm of live streaming general sessions. Instead, do a live Q&A with a speaker backstage, or an FAQ session with staff leading up to the event. Buzzfeed made headlines doing a live video of two staff members putting rubber bands on a watermelon until it exploded. Sounds crazy, but more than 800,000 viewers tuned in live, and since then more than 10 million have viewed the archived video.

3. Utilize new features to connect with your audience.

Facebook Live videos can now be streamed into Groups and Events on the site, as well as newsfeeds. If you only want to live stream to those who RSVP’d to your conference on Facebook, you can. It gives you a very targeted audience. Also, the video itself has many features that other live streaming platforms like Periscope don’t have, including reactions, filters and personal invitations.

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