Why you need to use Facebook Live

Live streaming has gone gangbusters!

Did you know that Facebook live videos almost double in engagement compared to YouTube videos shared on the social platform?

Live streaming is increasingly popular because it connects the average Joe with their favourite brands, celebrities or influencers – in real time! It gives your brand authenticity – no edits, no scripts. What you see, is what you get.

If you’re still feeling a little unsure about live streaming, that’s totally fine. The idea of getting behind a camera and going for it can seem daunting at first. But, before you rule it out, let us tell you why you need to use Facebook live. You can thank us later!


Unique content only to your brand

Here’s a fun fact: 67% of live video viewers are more likely to buy a ticket to an event after watching a live video of that event or something similar.  Crazy, right?

Facebook live is a huge draw for audiences if the content is right. You can offer your audience exclusive footage about your brand that they may not be able to see anywhere else.

In recent entertainment news, Ice Cube’s Big 3 league (a three-on-three basketball tournament comprised of former NBA stars), secured a deal with Facebook to stream games via Facebook live.

Ice Cube’s partnership is a great example of a brand using Facebook Live to engage with their audience. The games that are streamed during the NBA offseason, allows Big 3 to offer exclusive content to basketball fans that wouldn’t normally exist.


A live video won’t break your budget

Videographers aren’t cheap. And for good reason, they create beautiful content that is meticulously edited and grabs the viewers attention.

With the explosion of video content across all social media platforms, it’s important that your brand posts video content to engage with your audience. 80% of brand audiences would prefer to watch a live video from a brand than read a blog.

If you are finding video content to be a little pricey than a live video is a cost-effective alternative.

But just because it’s cheap, doesn’t mean it should be nasty. Video quality is crucial and is the most important factor for 67% of viewers when watching live video.

Here are a few things to keep in mind when live streaming from your smartphone to ensure great quality content:

  • Lighting
  • Background noise
  • Steady camera (tripod)
  • Phone battery is charged

Also, when you have finished your live stream, your video becomes a standard video that is displayed on your Facebook page like all your other posts. Anyone who missed it, can view it at another time.

Real-time analytics

Facebook is a great opportunity to see fan engagement. Find out exactly when they are watching your video and when they stop watching.

Monitor how your audience is interacting with your stream and adjust your strategy accordingly – in real time.

Some things you can look out for:

  • Likes, reactions, shares
  • Comments
  • Questions being asked
  • When you’re losing viewers

If you are thinking of developing new video content, Facebook Live is a great way to test out what your audience wants to see more of.

Beauty brand, Sephora, host Facebook Live AMA’s (ask me anything). These are 30-minute live streams with beauty experts that allow their audience to engage in ways that are only possible through live streaming.

This also allows Sephora valuable insights into what their customer’s needs and wants are.



Use Facebook live for groups

Facebook Live used to only allow you to stream to your friends, public, or custom. You can now stream to Facebook groups. Perhaps you have a new product that you only want to show to an exclusive audience? Whatever the group is, it’s a great way to help build a community around your brand.

To stream to groups:

  1. Open Facebook app
  2. Go to the selected Facebook group
  3. Create a new post and select ‘Live Video’ icon


Important to remember

Facebook Live is something your brand should be using, but make sure you plan!

No one wants to watch you on camera for 5 minutes before you figure out what it is your doing.


  • Have a defined topic and timeframe.
  • Who will be on camera? Does everyone know their role?
  • If you have some dialogue pre-scripted, does everyone know what they’re saying?


Watch the video below for tips on how you should structure your Facebook Live video!


Feel like your ready to harness Facebook Live? Check out our guide to Live-Streaming. 

Let us know what you love about Facebook Live, in the comments below.



Sean graduated from Murdoch University in 2017 and went from intern to Account Manager with Coffey & Tea. He also contributes to Social Media Perth.