by UFSocial contributor Karen Carrier
If you are looking for a way to engage others with a sensational social media experience, take some time to check out Facebook Live! With the use of this trending social media tool, the feelings and actions of others can now be instantaneously shared through the popular social media site.
We have all heard the infamous proverb, curiosity killed the cat. The less familiar proverbial reply is satisfaction brought it back.
Human nature is filled with the natural desire to be curious! Satisfaction is being achieved by many brands as they engage and interact with their fans via Facebook Live streams.
Live video feeds peak curiosity in individuals, and have the potential to boost audience engagement on Facebook. Live streams are a great way to offer an “in the moment” experience with a brand or product.
An array of large and small businesses alike have been testing the waters, and employing live feeds on Facebook to promote their products. They are engaging their audiences with live product demonstrations, special events, and virtual tours. This allows companies to grab the attention of their audience, drive excitement towards the brand, and most importantly, create a consumer bond in which customers feel connected.
Love at First Bite
Dunkin’ Donuts is one of the larger companies which first reached out and successfully embraced Facebook Live to humanize its brand. On Valentine’s Day of last year, followers were able to tune in to a virtual tour of the kitchen at Dunkin Donuts very own corporate headquarters.
In the article, How 3 Brands Are Using Facebook Live to Connect, Engage and Inspire their Fans by Amy Gesenhues, Dunkin Donuts Social Media Manager, Melanie Cohen states:
“We’re always looking for new and innovative ways to engage with our Dunkin’ Donuts audience, and we saw Facebook Live as a perfect platform to do so. We became one of the first brands to utilize the platform with our first session in February 2016.”
During the live session, thousands of fans were engrossed in watching the culinary team construct a cake out of heart-shaped donuts.
Dunkin Donuts also used this attention grabbing opportunity to present a contest for engaged couples to share their story of how their valentine proposed with the chance to win $10,000.
The live feed allowed Dunkin to stand out from the crowd and create a closer connection with their audience. Cupid may have sparked a love connection between Dunkin and Facebook Live.
The company is still finding creative ways to utilize this brand worthy social media platform.
The Pros and Cons of Going Live
Facebook Live can definitely benefit a business. Companies, large and small, will want to consider some key pros and cons when using Facebook Live:
- Ease of usage
- Facebook’s algorithms boosts live video in newsfeeds
- Allows to save video, so that it can continued to be viewed later
- Drives curiosity and excitement
- Allows for product promotion and sneak peeks for new products
- Provides a “real” connection with followers
- Allows you to comment back and interact with your audience
- Results are easy to measure (immediate feedback)
- Engage with Facebook “group” members (specific audience)
- It can lead to sales
- Video Quality (Consider background noise, bad lighting, poor internet connection.)
- Audio Quality (People will tune out if they cannot hear the live stream clearly.)
- Lack of talking points may cause the presenter to hit a void, if presenter is not prepared.
The advantages appear to outweigh the disadvantages for companies using Facebook Live. Many companies have discovered that they can reap positive benefits by interacting with and connecting with customers using this instantaneous format.
If you haven’t experienced going live, start by considering some key talking points, and then muster up the courage to go live with your brand or story.