How to use Facebook Live for your event

What is Facebook Live?

Facebook Live is your event’s new best friend. Here’s why…

Facebook Live has surpassed every other streaming platform to become the most watched on social media right now. This platform allows your audience to see what is going on and engage with you in real-time. It’s also a great way to build excitement in the run-up to your event. This is a completely new way to grow your following, so let's give your audience what they deserve.

Why Facebook Live is a must for your Event...

Event streaming has almost become an expectation, with 87% of people wanting behind the scenes access to your event. It isn't enough to be told what’s happening anymore. Your audience no longer thinks of a Facebook Live broadcast as an exciting bonus - it’s a must have.

More than 1 in 5 Facebook videos are live broadcasts. And with Facebook Live content getting 10x more comments than a regular video, you can see why.

According to Neil Patel, the number of people watching video content is increasing massively. Especially on mobile phones (+55%) and tablet (+48%). There are a number of reasons that people are now choosing to watch live content. They find it more up-to-date, informative and exciting.

Another bonus is that Facebook Live broadcasts require minimal equipment. All you need is a relatively modern smartphone with a decent camera and some form of internet connection. That’s it!

How to go live on Facebook on mobile

Mobile is the most common platform for Facebook Live broadcasts, and it couldn’t be more straightforward to set up. This is perfectly suited to event day broadcasts, as you can quickly set them up while you’re out on the move.

#1 Start a new Facebook post

To start a broadcast on mobile, load up your event’s Facebook Page and click into the ‘Write something…’ box. Select ‘Live video’ from the list that appears.

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#2 Write your broadcast description

Just tap on the writing and type in your description, it's that easy!

Be sure to make your description engaging. It needs to let your audience know what the broadcast is about - don’t leave them guessing.

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#3 Add location and activity to your video

These features are great additions to your video.

Adding these extra bits is a way to make your video more human and engaging. The audience will be able to see who you are, where you are and what you’re doing. Talk about giving them VIP access!

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#4 Set up your angle

Before you start your live video you’ll need to make sure you have your view set up. Point your camera the right way and then you’re ready to go! You will be able to see what is going to show before you select ‘start live video’ so don’t worry.

Remember, the quality of your video is important. We know this is hard when you’re live, but with 90% of viewers valuing quality over most other things, bad quality isn’t something you want to risk. If you’re filming from a static location, consider setting up a tripod for a steady image.

#5 Make it interesting by adding filters, writing or drawings

Now here’s the fun bit, make your live video even more personal by adding filters, drawings and writing. All you need to do to get started is tap the magic wand icon in the bottom left hand corner.

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There are so many things you can do to spice up your Live broadcast, from filters to on-screen writing:

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#6 GO LIVE!

Once you’ve added all the finishing touches to your screen you’re ready to go live! And starting the video couldn't be simpler - just tap the ‘Start Live Video’ button.

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As soon as you hit that blue button Facebook will give you a countdown and then you will start to appear in the News Feed of your Page followers.

How to go Facebook Live on desktop

Mobile isn’t for you? Using a computer can often be a better solution if you want to do a pre-event Facebook Live broadcast, for example a Q&A session. Here’s how to start a Facebook Live broadcast on desktop.

#1 Choose Live Video

Just like on mobile, the option to start a live video can be found on your in the ‘Write a post’ box on your event Facebook Page. Click the ‘Live Video’ icon and you’re on your way.

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#2 Allow Facebook access to your Camera and Microphone

You might have to allow Facebook access to your camera and microphone before you are able to start your live video. You will be prompted to do this if it is your first time.

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#3 Final touches

Now that Facebook has all it needs to start your live video, it's your turn. From here you can choose whether to film your video using your desktop’s webcam or an external camera. You can also choose your privacy settings and where you want to share your video.

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#4 GO LIVE!

Now you’re ready, just hit ‘Go Live’ and wait for your countdown! All you need to do to finish your broadcast is hit ‘Finish’.

Engaging with your event’s audience on Facebook Live

One of the features that puts Facebook Live in a league of its own is its real time stream of comments. Your audience have the opportunity to talk to you and voice their opinions as your event broadcast goes on. In fact, 85% of people are more likely to watch a live video broadcast because they can get involved and interact.

Remember, it won’t be possible to reply to every single comment. Our advice to you is to make sure you’re answering the most relevant questions from your audience. Help yourself by having a co-worker with you to direct questions your way while you’re broadcasting.

How long should your event’s Facebook Live broadcast be?

The time limit for a Facebook Live Broadcast is four hours, but this doesn’t mean you should use it all. You don’t want your audience to get bored and drop off. On average a Facebook Live broadcast last about 20 minutes. Aim for this first in the run up to your event and your analytics will let you know where to go from here when it comes to event day broadcasts.

How to analyse your Facebook Live broadcasts

Facebook Insights has got you covered when it comes to figuring out how well your Facebook Live broadcasts are performing.

Start by clicking the ‘Insights’ tab at the top of your profile page.

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From here you will be taken to another page - you need to click ‘Videos’ in the left hand side navigation bar.

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Half way down the page you should see the below message - click on the ‘Video Library’ link.

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Finally, this page will show you the stats for all of your videos. For the purpose of this post we are only interested in the videos that have the video camera icon in the status column.

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From here you can click into your videos and get all the stats you need, including:

Live broadcast ideas for events

We know it can be hard to find inspiration sometimes, especially with the weight of planning an event on your shoulders. So, here are a few ideas for live broadcasts to help you get started.

#1 Race Pack reveals

This is a great way to build up a bit of excitement among your audience. Seeing the race pack makes it all real and certainly points out how soon your event is! This is also a great way to show people who may not have signed up to your event what they are missing. Remember, you don’t just want to engage this year’s entrants, you want to engage your future entrants too.

#2 Medal reveals

The medal is the reward that people are getting after all of the training they’ve put in and all of the hard work on the day. By showing this to them you are reminding them in part what they are working towards. You might even help spur people on who are struggling in their training.

#3 Interviews with people at the start line

Show people what they’re missing by interviewing some of your runners on the big day. Part of broadcasting your event live is about creating real FOMO. You want to give people that aren't there a chance to experience the atmosphere, almost guaranteeing that they will be desperate to attend your next event next year.

#4 Training Q&A

Why don’t you use your platform to help your entrants out? Hire a coach to hold a Facebook Live Q&A, and ask your entrants to submit questions beforehand. This is also a great content generation exercise - if people are asking questions about certain topics, it would probably make sense to answer them on your website’s blog of FAQ section.

#5 Interview with the winner

A Facebook Live interview with the winner would be a fantastic way to end the day. It lets everyone who couldn’t be there see who the winner is. You’re also giving people a chance to share in the achievement of finishing the race.

Mistakes to avoid when using Facebook Live for your Event

Going through all the potential mistakes you could run into when using Facebook Live would take us forever. Here are six of the big ones that can be easily forgotten about...

#1 Not checking your equipment

This is really important. One of the first things you should check before you go live is your device. Do you have all the right wires? Do you have enough battery? Do you have all the required parts? Is your device connected to the internet? Is your WiFi up and running? Who is filming your Facebook Live broadcast? Do they need anything to hold the filming device in place? These are just a few of the things that you will need to consider.

#2 Not doing a test broadcast

This is so beneficial, especially if this is the first time you are going to go live. Doing a test broadcast allows you to test your sound, video and content. It will also allow you to get familiar with how Facebook Live works.

#3 Not promoting your Facebook Live broadcast

Although your audience will get a notification when you go live, you shouldn't rely solely on this to get your audience engaged. You will need to actively promote your broadcast alongside your event. Build up the hype and get your audience excited. They can’t be there in person? No worries because you will be broadcasting from behind the scenes - your audience don’t need to miss out.

#4 Not engaging with your audience

As we mentioned before, this is what makes Facebook Live really stand out. Your audience watch live video broadcasts so that they can interact with you. Take that away and you may as well post a normal video to your timeline.

#5 Not measuring the results of your event’s live broadcast

This is a big mistake. Measuring the results of your broadcast is the only way you are going to find out what is going to work for your event and how you can improve for next time.

#6 Not planning your topics

There's winging it, and then there's winging it live. Planning what you're going to talk about is going to make your life a whole lot easier. Don’t get us wrong, when we say plan we aren’t talking about a military operation. Just have a rough outline of how your broadcast is going to play out.

 

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