Educate and engage audiences: It’s no easy feat in a noisy market, especially on social media platforms. Rather than throw your hands in the air and abandon the ever-changing landscape, there’s no better time to dig in — especially on Facebook and through Facebook Live. Pew Research Center reports 68 percent of all adults use Facebook, and 76 percent of those users check in daily.

In a world with ever-decreasing attention spans, it’s now estimated that 84 percent of Internet traffic will be video by 2018.

It’s no surprise, then, that when Facebook introduced Facebook Live in 2016, it became a popular avenue for brands and individuals alike to broadcast live video directly from their mobile devices. Facebook reports people spend more than 3X more time watching a Facebook Live video compared to other video content.

Across industries, we’ve seen success with Facebook Live for clients in education, law, health care and nonprofits.

What does that mean to you as a business owner?

It’s time to invest in your live video strategy.

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Tips & tricks to prepare

If you’re working with an agency like Gavin, you’ll have two to four individuals on site with you as you’re broadcasting your Facebook Live video: A moderator for discussion, an individual behind the camera, and one or two individuals monitoring for comments or asking questions.

But even on your own, it’s best to have at least two individuals — one on camera, and one behind the scenes. Once you have your talent in place, prepare with a few tips and tricks:

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On site, keep this in mind

Once you arrive at your location, your equipment might be minimal — after all, part of the benefit of broadcasting Live through Facebook is that it’s less costly, less involved and more immediate than a full-scale video production. A few key details will ensure viewers are engaged and not distracted by quality issues.

Always, always test your audio quality before going live. A simple way to do this is to broadcast a Facebook Live video from your personal page but set the post privacy settings to “Only Me.”

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Leverage content across platforms

Once you’ve completed your Live video, Facebook allows you the option to keep your video and post it to your page. This allows users who weren’t able to catch your Live video to still engage with the content after the fact. Don’t forget to adjust your description as needed to ensure it’s still relevant — for example, from “Join us LIVE now…” to “Take a look at…”

But don’t invest time into a Facebook Live video and leave it on Facebook. Consider crafting a blog post relevant to the content, sharing to additional social media platforms, or distributing through email marketing to key audience segments.

After all, content is king — but what you do with it after it’s created is just as important.

Curious about how to get started with Facebook Live? Drop us a note.