Creating Facebook Live Content

"Media companies are the clear power users of the Facebook Live platform. On average, media companies are stream 18 times more videos compared to brands and company pages." - MediaKix

It's no secret that for the past two years, Facebook's algorithm has evolved to favor video content. We've seen a boom in Facebook Live and more recently with Facebook original video series (https://www.facebook.com/watch). Media companies get this; media brands like Univision are engaging their viewers on Facebook in the millions.

As corporate communicators for brands, we're having to catch up. We're having to socialize the importance of this social media trend internally, and muster up creative ways for our brand to show up externally.

I LOVE the Facebook Live trend. I did my first Facebook Live stream in October of 2016 and now feel pretty comfortable in front of the camera. It's given me the opportunity to highlight Pearson in a grittier, more authentic way-- and show that there are a lot of really remarkable human beings behind the Pearson brand logo.

I thought I'd share some of my learnings:

1. Know your audience. Why are you creating content? What does your audience want to see? If your content isn't relevant than it won't resonate.
2. Practice. Get comfortable with the technology and the format of filming these live events. You can practice on your personal account by changing the privacy settings to "Only Me."
3. Have a plan... but don't be married to it. It's helpful to have a general outline of things you want to accomplish, whether that be questions you want to ask or topics you want to cover, but it's important to make sure the conversation and/or content flows naturally and you don't sound scripted.
4. Know your budget. In certain instances, high production value content is most appropriate. But, often times there's no budget for high production value... so record from a cell phone or computer. This works perfectly, but set aside a tiny bit of money ($25-$100) to "boost" the content to maximize visibility under the current Facebook algorithm.
5. Be authentic. This is a chance for your audience to get to know your brand. Mistakes happen (see: fire alarm during Facebook live). This is an opportunity for you to showcase a brand, person, topic or product in an approachable way.
6. Have fun with it! Get creative and take risks. Try new things and see what works and what doesn't work. Laugh on camera and let your audience get to know you. My advice to all our presenters: it's informal and low pressure, so just enjoy it!

I'm happy to answer questions, talk or debate best practices and/or learn about what you're doing with video work or Facebook live, so please feel free to post any insights or feedback in the comment section below!

Here's a recent Facebook Live from Educause 2017 with Pearson's Head of Employability, Leah Jewell. You can see some of my other Facebook Live work here, on the Pearson Parents Facebook page, or here on the Pearson Global Facebook page.