In Part 1 of this post, we saw how Facebook Live can deliver a whole bunch of benefits to businesses.
- You build a direct and personal rapport with your audience
- You create an experience that feels like being part of a special club
- It’s a proven way to engage people and drive leads to your sales funnel
Today, we dig a little deeper into the topic, including the ways you can repurpose your videos to give them a new lease of life, and how you can analyze certain metrics to make sure your Facebook Live marketing strategy is working to help you reach your business goals.
5 Ways To Repurpose Your Facebook Live videos
A Facebook Live broadcast is a great way to share engaging, long-form content, but the marketing potential doesn’t end here. There are many ways you can repurpose the video into other valuable forms of content. For example, you can consider:
1. Quotable One-liners
These can make for great GIFs or mini-videos to share on your feed or on Instagram and the other social media sites.
2. A Replay
You can do this with Playlists, a tool in Facebook’s Creator Studio that lets you organize videos into groups. To create a playlist, head to Creator Studio and click on Content Library. Find Playlists and click on New Playlist. A series of prompts will guide you through choosing a title, description and cover image before you can start adding videos from your content library.
3. Think Email Marketing
A great way to increase views for your live videos and get the most out of them is to distribute them beyond Facebook. One way to do this is to use your latest live video in your email marketing.
4. Use It On Your Website Or Blog
Live videos command attention. In fact, Forrester Research estimates that a 1-minute video can be worth 1.8 million written words, now imagine what a multimedia blog post with both on-page text and an embedded video or podcast can do? Videos also attract more backlinks.
5. And Speaking Of Podcasts…
Here is an idea: Why don’t you repurpose your live videos into podcasts? After all, live videos are often people talking, be it you or the person you’re talking to, and usually your audience doesn’t need to look at the screen to get the benefit. Throw in the fact that podcasting is becoming an increasingly popular pastime in the U.S. and you’ve got a marketing opportunity you can’t ignore.
How To Analyze Your Facebook Live Video Metrics
Going live on Facebook is great but you also need to know how your videos are performing so you can optimize them going forward. You do this with Facebook insights and certain Facebook Live metrics. The trick is to look at the right data and how they relate to each other; Analytics is a powerful tool but interpreted wrongly, they can be pretty destructive too.
The metrics you should be tracking are as follows:
1. Video Performance
The first insight you’ll see in Creator Studio is the performance of your content, like the 3-second and 1-minute video views, and the engagement like clicks, comments and likes. We recommend you spend more time on the engagement graph to track whether your engagement is going up or down over time.
This is because a lot of factors affect the number of views for a Facebook Live video, including a disruptive phone call while someone is watching a live broadcast. When they reconnect, it’s counted as a new session, and the Minutes Viewed is not cumulative.
This insight is all about follower activity and the metrics are some of the most important to track. Like your returning viewers and which videos they are returning to. This is a direct indicator of the type of content your audience wants to see.
After all, if people are not returning to a piece of content, even if you think it’s great, the market decides.
With Audience, you can delve into the demographics of your followers, including age, gender, country and interests. And knowing who your viewers are and where they are from, you can create content that better resonates with them. For example, an audience of men aged 25–34 will not consume the same type of content as men aged 45-54.
This is also where you’ll find other Pages your audience likes and the types of videos they are watching.
Under Retention, you’ll find metrics like where the traffic for your views are coming from and how much time people are spending watching your videos. Recommendations can also tell you if Facebook is recommending your videos
We wouldn’t worry much about How Long People Are Watching; It’s practically the same as Minutes Viewed, and these particular metrics don’t bring much value.
Note that Creator Studio also lets you view the insights for your individual live videos as compared to looking at how your page is doing overall. Just find the live broadcast you want to analyze and click on it to see insights like:
1. Peak Live Viewers
For example, is it increasing over time? When is your peak happening? 2 minutes in? 10 minutes in? This can help you better understand when people are watching your videos.
2. 1-Minute, 10-Second and 3-Second Video Views
As discussed before, these are numbers to look at over time rather than in isolation, and the only thing you need to know is if it’s increasing. Anything else can be pretty misleading, not to mention depressing.
3. Average Video Watch Time, Funnel Insights and Audience Retention
Together, these metrics can help you get a better idea of how engaged your audience is, and what’s happening with your live videos once they are out there. Are you able to keep people watching? Where are you losing them? Do your viewers have a good engagement rate?
And there you have it: A complete guide on how to use Facebook Live for your business! In the next post, we talk about who has the most subscribers on YouTube and what they are doing right. Stay tuned!