In the field of cross-border expansion, live streaming is gradually becoming a popular marketing method. Facebook, one of the main battlegrounds for social media marketing, often overlooks its live streaming feature, Facebook Live. PASA will guide you through using Facebook Live and share tips for promoting live streams, helping you explore new marketing channels.
Advantages of Facebook Live
Enhances user engagement and interactivity
During a Facebook Live session, viewers can participate in real-time by commenting, liking, and sharing. The host can ask questions, respond to comments, or host interactive contests, increasing viewer engagement and immediate purchasing opportunities.
Increases content visibility
The Facebook algorithm has a special preference for live content, prioritizing live videos. Users may receive notifications about the live stream, increasing the reach of the content.
Increases brand transparency and trust
Live streaming provides an unedited content experience, establishing brand transparency. Viewers seeing products demonstrated in real-time and the people behind them are more likely to trust the brand, especially suitable for cross-border e-commerce to showcase product quality and functionality.
Expands marketing channels and creative space
Provides operators with a new marketing channel, richer and more flexible than traditional marketing methods. It can be used for product launches, story sharing, customer testimonials, or industry knowledge education, attracting different types of audiences and showcasing creativity.
Real-time data feedback and analysis
Provides real-time data analysis, including viewer numbers, viewing duration, and audience interaction, helping sellers optimize live content and promotional strategies. Adjust content direction based on audience feedback to develop precise marketing plans.
Setting up and operating Facebook Live
Preparation phase
Choose broadcasting equipment: You can use a smartphone or computer for streaming. For mobile, install the Facebook app, and for desktop, download streaming software like OBS Studio or XSplit, ensuring a stable internet connection. To enhance video and audio quality, use a high-quality independent camera and external microphone. Also, pay attention to lighting and framing to ensure even lighting and appropriate camera distance to showcase product details and interaction.
Starting the live stream
Choose the broadcasting method: Start the live stream on a public page, group, or event. Public pages offer more tools and features, and the live stream can be shared to groups or events to increase visibility.
Mobile: Open the Facebook app, tap "Live video," and when ready, tap the "Go Live" button.
Desktop: Open the "Live video" button on the Facebook homepage, enter the live stream settings backend, click the "Go live" button for settings. Choose "Webcam" or "Streaming software" as the video source, set the live time as "Start immediately" or "Schedule live time," fill in the live title and description, create a live post and customize the audience. After completing the settings, start the live stream officially.
Strategies for selling with Facebook Live
Create attractive live content
Plan unique themes: Design engaging themes for each live session, such as new product launches, special holiday celebrations, or Q&A sessions.
Tell stories: Share the stories or origins behind products, increasing content appeal and building emotional connections with the audience.
Demonstrate product advantages: Show the product's working principles, unique selling points, and usage methods in real-time, allowing viewers to see the product's value directly.
Enhance audience participation
Questions and responses: Encourage viewers to ask questions and respond in real-time, increasing engagement.
Use real-time voting and feedback: Utilize voting features to involve the audience, enhancing their impact on the live content.
Incentivize participation: Host giveaways or promotional events, motivating viewers to interact, such as offering limited-time discount codes or special promotions to active participants.
Promotional strategies
Limited-time offers: Provide limited-time offers to create a sense of urgency, prompting viewers to purchase before the live stream ends.
Clear purchase guidance: Repeatedly provide clear instructions, letting viewers know how to use the product.
Follow-up: After the live stream ends, follow up with viewers through comments and private messages, providing more information, answering questions, and guiding purchases.
Techniques for promoting Facebook Live events before the broadcast
Create a pre-live event
3-5 days before the live stream, create an event page, fill in the live information, including event name, date, time, description, and category, and choose an attractive image to spark user interest.
Use Boost Events for advertising
Create paid ads for the live stream, set target audiences and budgets, and ensure the ad copy and images are appealing, clearly conveying the live's value and highlights.
Use temporary stories for promotion
Post temporary stories to increase exposure, letting Facebook remind fans, raising awareness. Conduct polls or ask questions, letting fans participate in creating live content, increasing interactivity.
Teaser videos
Produce teaser videos introducing the main content and highlights of the live stream, post them on the Facebook page and other social media platforms, sharing highlights or exclusive information, raising curiosity and anticipation.
Utilize cross-channel promotion (Instagram, Twitter)
Announce the Facebook live on other social platforms, reaching a broader audience and guiding them to watch the live on Facebook. Use multi-account management tools to ensure account security and efficiently complete cross-channel promotional tasks, improving work efficiency.
By conducting live streams through Facebook Live, you can enhance product visibility, deepen brand recognition, and loyalty.
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