{"id":119,"date":"2018-02-07T15:20:34","date_gmt":"2018-02-07T23:20:34","guid":{"rendered":"https:\/\/www.zakandzu.com\/?p=119"},"modified":"2020-12-26T20:51:25","modified_gmt":"2020-12-27T04:51:25","slug":"facebook-live-an-introductory-guide-for-businesses","status":"publish","type":"post","link":"https:\/\/www.zakandzu.com\/blog\/facebook-live-an-introductory-guide-for-businesses\/","title":{"rendered":"Facebook Live for Business &#8211; An Introductory Guide"},"content":{"rendered":"<p>Do you ever get those notifications on Facebook saying that such and such friend of yours\u00a0<strong>was live<\/strong>? Facebook Live has grown immensely popular since it was first publicly launched in April 2016, but many businesses are still not using it. Read on to learn how you can get an edge on social media by incorporating Live into your marketing strategy.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_39 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.zakandzu.com\/blog\/facebook-live-an-introductory-guide-for-businesses\/#Why-Facebook-Live-is-worth-your-time\" title=\"Why Facebook Live is worth your time\">Why Facebook Live is worth your time<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.zakandzu.com\/blog\/facebook-live-an-introductory-guide-for-businesses\/#Incorporating-Facebook-Live-into-your-business-strategy\" title=\"Incorporating Facebook Live into your business strategy\">Incorporating Facebook Live into your business strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.zakandzu.com\/blog\/facebook-live-an-introductory-guide-for-businesses\/#Draw-inspiration-from-others\" title=\"Draw inspiration from others\">Draw inspiration from others<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.zakandzu.com\/blog\/facebook-live-an-introductory-guide-for-businesses\/#How-do-you-go-live\" title=\"How do you go live?\">How do you go live?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.zakandzu.com\/blog\/facebook-live-an-introductory-guide-for-businesses\/#Using-professional-equipment-for-better-quality\" title=\"Using professional equipment for better quality \n\">Using professional equipment for better quality \n<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.zakandzu.com\/blog\/facebook-live-an-introductory-guide-for-businesses\/#Helpful-tips\" title=\"Helpful tips\">Helpful tips<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Why-Facebook-Live-is-worth-your-time\"><\/span>Why Facebook Live is worth your time<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Facebook Live lets you broadcast a video to anywhere from one (1) to millions (1,000,000\u2019s) of people and have face-to-face conversations in real-time.<\/p>\n<p>Check out the\u00a0<a href=\"https:\/\/www.facebook.com\/zuck\/videos\/10102367711349271\/\">first ever Facebook Live video<\/a>, showing off Facebook\u2019s new Menlo Park headquarters. That video received more than\u00a0<strong>15 million views<\/strong>\u00a0and\u00a0<strong>tremendous engagement<\/strong>.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-263 size-full\" src=\"https:\/\/www.zakandzu.com\/wp-content\/uploads\/First-ever-Facebook-Live-video-San-Francisco-Bay-Area-Digital-Marketing-Agency-Zak-Zu-Marketing.jpg\" alt=\"First ever Facebook Live video - San Francisco Bay Area Digital Marketing Agency - Zak &amp; Zu Marketing\" width=\"353\" height=\"305\" srcset=\"https:\/\/www.zakandzu.com\/wp-content\/uploads\/First-ever-Facebook-Live-video-San-Francisco-Bay-Area-Digital-Marketing-Agency-Zak-Zu-Marketing.jpg 353w, https:\/\/www.zakandzu.com\/wp-content\/uploads\/First-ever-Facebook-Live-video-San-Francisco-Bay-Area-Digital-Marketing-Agency-Zak-Zu-Marketing-300x259.jpg 300w\" sizes=\"(max-width: 353px) 100vw, 353px\" \/><\/p>\n<p>For comparison, most of Mark Zuckerberg\u2019s videos before that only received about 1 million views each and a tiny fraction of that engagement. We see this same trend with other companies too. What does it tell us?\u00a0<strong>People like live content<\/strong>\u00a0\u2013 seeing and participating in the action while it happens. Regular, pre-recorded videos alone are\u00a0<em>not enough\u00a0anymore<\/em>. Facebook Live could provide a much needed boost to your social media engagement strategy in 2019.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Incorporating-Facebook-Live-into-your-business-strategy\"><\/span>Incorporating Facebook Live into your business strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>How you use Facebook Live will depend on what your business does and who your customers are. One tactic could work wonders for Samsung or Apple but may not be the best option for a local property management firm or specialty retailer. We recommend that you start by creating a\u00a0<a href=\"https:\/\/en.wikipedia.org\/wiki\/Persona_(user_experience)\">customer persona<\/a>\u00a0for your business. HubSpot has a\u00a0<a href=\"https:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/33491\/everything-marketers-need-to-research-create-detailed-buyer-personas-template.aspx#sm.00006iglbm15vec2ym71da813wx2y\">helpful guide<\/a>\u00a0for this. Once you have your customer persona in hand, brainstorm Facebook Live content ideas and tactics that will resonate with that viewer profile. If you\u2019d like some help with this,\u00a0<a href=\"https:\/\/www.zakandzu.com\/#work-with-us\">contact us at Zak &amp; Zu Marketing<\/a>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Draw-inspiration-from-others\"><\/span>Draw inspiration from others<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When you do arrive at the brainstorming stage, it can be helpful to see how others are using Facebook Live and also what is technically possible with the tools available. Facebook has a feature called\u00a0<a style=\"font-style: inherit; font-weight: inherit;\" href=\"https:\/\/www.facebook.com\/livemap\">Live Map<\/a>\u00a0to help you discover live streams happening right now. By hovering over the dots on the map, you can preview broadcasts from all over the world. You may notice that a lot of them are from regional news stations. Be patient; there are some very creative diamonds in the rough waiting to be found. People come up with clever new content and techniques every day, so check it out at least a few times.<\/p>\n<p>You can also get ideas by watching archived videos of live streams that have already ended. To find these, start by typing \u201cwas live\u201d into the search bar at the top of your page.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-264 \" src=\"https:\/\/www.zakandzu.com\/wp-content\/uploads\/type-was-live-into-the-search-box.png\" alt=\"type ''was live'' into the search box\" width=\"625\" height=\"147\" srcset=\"https:\/\/www.zakandzu.com\/wp-content\/uploads\/type-was-live-into-the-search-box.png 765w, https:\/\/www.zakandzu.com\/wp-content\/uploads\/type-was-live-into-the-search-box-300x71.png 300w\" sizes=\"(max-width: 625px) 100vw, 625px\" \/><\/p>\n<p>Then click on \u201cPosts\u201d or \u201cVideos\u201d to filter the search results.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-265 size-full\" src=\"https:\/\/www.zakandzu.com\/wp-content\/uploads\/filter-by-posts-or-videos.png\" alt=\"filter by ''posts'' or ''videos''\" width=\"635\" height=\"192\" srcset=\"https:\/\/www.zakandzu.com\/wp-content\/uploads\/filter-by-posts-or-videos.png 635w, https:\/\/www.zakandzu.com\/wp-content\/uploads\/filter-by-posts-or-videos-300x91.png 300w\" sizes=\"(max-width: 635px) 100vw, 635px\" \/><\/p>\n<p>You can now scroll down and see who was live recently. Check out a few videos and identify what those people did well and what could be improved upon.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How-do-you-go-live\"><\/span>How do you go live?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Okay, so you have a killer idea for a Facebook Live event. How do you get started broadcasting it? The easiest way is to use your mobile device (smartphone or tablet).<\/p>\n<p>Follow these simple steps:<\/p>\n<ol>\n<li>Download the\u00a0<strong>Facebook app\u00a0<\/strong>from the Google Play or Apple Store.<\/li>\n<li>Log into your Facebook account, and go to either your\u00a0<strong>news feed, your company page, a group page, an event page, or a friend\u2019s page<\/strong>. Wherever you choose to go, that\u2019s where your live video will appear for others to see. We recommend your company page in most cases.<\/li>\n<li>Find the\u00a0<strong>status (or comment) box<\/strong>at the top that says something like, \u201c<em>Share how your day went\u2026<\/em>\u201d, \u201c<em>Write something to\u2026<\/em>\u201c, or \u201c<em>Want to share an update\u2026<\/em>\u201c.<\/li>\n<li>Look for a\u00a0<strong>red button that says \u201cLive\u201d, \u201cGo Live\u201d, or \u201cLive Video\u201d<\/strong>. Click it. You may need to click inside the \u201c<em>Share how your day went\u2026<\/em>\u201d box first before it expands to show the button.<\/li>\n<\/ol>\n<figure id=\"attachment_266\" aria-describedby=\"caption-attachment-266\" style=\"width: 422px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-266 size-full\" src=\"https:\/\/www.zakandzu.com\/wp-content\/uploads\/Facebook-Live-on-iPad.png\" alt=\"Facebook Live on iPad\" width=\"422\" height=\"162\" srcset=\"https:\/\/www.zakandzu.com\/wp-content\/uploads\/Facebook-Live-on-iPad.png 422w, https:\/\/www.zakandzu.com\/wp-content\/uploads\/Facebook-Live-on-iPad-300x115.png 300w\" sizes=\"(max-width: 422px) 100vw, 422px\" \/><figcaption id=\"caption-attachment-266\" class=\"wp-caption-text\">Facebook Live on iPad<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_267\" aria-describedby=\"caption-attachment-267\" style=\"width: 332px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-267 size-full\" src=\"https:\/\/www.zakandzu.com\/wp-content\/uploads\/Facebook-Live-on-Android-smartphone.png\" alt=\"Facebook Live on Android smartphone\" width=\"332\" height=\"457\" srcset=\"https:\/\/www.zakandzu.com\/wp-content\/uploads\/Facebook-Live-on-Android-smartphone.png 332w, https:\/\/www.zakandzu.com\/wp-content\/uploads\/Facebook-Live-on-Android-smartphone-218x300.png 218w\" sizes=\"(max-width: 332px) 100vw, 332px\" \/><figcaption id=\"caption-attachment-267\" class=\"wp-caption-text\">Facebook Live on Android smartphone<\/figcaption><\/figure>\n<ol start=\"5\">\n<li>Facebook will ask for\u00a0<strong>permission to access\u00a0<\/strong>your camera and microphone. This is required to use Live.<\/li>\n<li>You will see a\u00a0<strong>short video tutorial\u00a0<\/strong>on the screen. You have the option to skip it if you would like.<\/li>\n<li>On the following screen, you will be able to\u00a0<strong>preview the video feed\u00a0<\/strong>(exactly as viewers will see it once you are Live). Test out multiple angles to get an interesting frame for your shot. You may want to get a tripod so that you don\u2019t have to hold your device the entire time or end up with a shaky video.<\/li>\n<li>Now that you have framed your shot perfectly, let\u2019s look at some of the tools and options that are available to you in Live.<\/li>\n<\/ol>\n<figure id=\"attachment_268\" aria-describedby=\"caption-attachment-268\" style=\"width: 139px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-268 size-full\" src=\"https:\/\/www.zakandzu.com\/wp-content\/uploads\/Facebook-Live-swap-camera-icon.png\" alt=\"Facebook Live swap camera icon\" width=\"139\" height=\"130\" \/><figcaption id=\"caption-attachment-268\" class=\"wp-caption-text\">Facebook Live swap camera icon<\/figcaption><\/figure>\n<p>By clicking the circular arrows on the top right, you can\u00a0<strong>switch between your front facing and main cameras<\/strong>. Your main camera will generally provide higher quality video. However, you may want to use the front-facing camera so that you can see what\u2019s happening on the screen and read comments as they come in.<\/p>\n<figure id=\"attachment_269\" aria-describedby=\"caption-attachment-269\" style=\"width: 126px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-269\" src=\"https:\/\/www.zakandzu.com\/wp-content\/uploads\/Facebook-Live-wand-icon.png\" alt=\"Facebook Live wand icon\" width=\"126\" height=\"137\" \/><figcaption id=\"caption-attachment-269\" class=\"wp-caption-text\">Facebook Live wand icon<\/figcaption><\/figure>\n<p>The wand icon on the top left opens a sub-menu that includes visual\u00a0<strong>filters<\/strong>\u00a0(like those you find on Instagram and Snapchat), the ability to adjust\u00a0<strong>brightness\u00a0<\/strong>or\u00a0<strong>flip the image<\/strong>, and a set of\u00a0<strong>markers for drawing<\/strong>\u00a0<strong>on the screen<\/strong>.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-270 size-full\" src=\"https:\/\/www.zakandzu.com\/wp-content\/uploads\/Facebook-Live-key-options-and-settings.png\" alt=\"Facebook Live key options and settings\" width=\"372\" height=\"151\" srcset=\"https:\/\/www.zakandzu.com\/wp-content\/uploads\/Facebook-Live-key-options-and-settings.png 372w, https:\/\/www.zakandzu.com\/wp-content\/uploads\/Facebook-Live-key-options-and-settings-300x122.png 300w\" sizes=\"(max-width: 372px) 100vw, 372px\" \/><\/p>\n<p>At the bottom, below your name, you can choose\u00a0<strong style=\"font-style: inherit;\">privacy settings<\/strong>\u00a0for your broadcast. By default, it is set to \u201cFriends\u201d, which means that only people who are Friends with you on Facebook will be able to access your stream. Customers oftentimes \u2018like\u2019 your Page instead of friending you directly. So you will probably want to set this to \u2018Public\u2019 in order to reach all of your Facebook fans.<\/p>\n<p>Keep\u00a0<strong>notifications<\/strong>\u00a0turned ON so that you are alerted when someone writes a comment or poses a question during your live stream.<\/p>\n<p>Below that, you will see\u00a0<strong>\u201cDescribe your live video\u2026\u201d<\/strong>. Add a few sentences to help potential viewers figure out what your stream is about and whether it may interest them.<\/p>\n<figure id=\"attachment_271\" aria-describedby=\"caption-attachment-271\" style=\"width: 162px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-271\" src=\"https:\/\/www.zakandzu.com\/wp-content\/uploads\/Facebook-Live-donate-icon.png\" alt=\"Facebook Live donate icon\" width=\"162\" height=\"121\" \/><figcaption id=\"caption-attachment-271\" class=\"wp-caption-text\">Facebook Live donate icon<\/figcaption><\/figure>\n<p>The\u00a0<strong>heart icon<\/strong>\u00a0at the bottom allows you to place a\u00a0<strong>\u2018donate\u2019 button<\/strong>\u00a0in your live stream. By clicking on the icon, you can choose from among many registered nonprofits to direct your viewers to. This is a great feature if, for example, you are hosting a benefit event for a charity or are a nonprofit organization yourself conducting a fundraising campaign.<\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-272 aligncenter\" src=\"https:\/\/www.zakandzu.com\/wp-content\/uploads\/Facebook-Live-X-icon.png\" alt=\"Facebook Live close icon\" width=\"152\" height=\"147\" \/><\/p>\n<p>The \u201cX\u201d on the top left will close Live.<\/p>\n<ol start=\"9\">\n<li>Once you are happy with your settings, click \u201cGo Live\u201d at the bottom right and have fun interacting with your fans!<\/li>\n<\/ol>\n<p><img decoding=\"async\" class=\"size-full wp-image-273 aligncenter\" src=\"https:\/\/www.zakandzu.com\/wp-content\/uploads\/Facebook-Live-Go-Live-button.png\" alt=\"Facebook Live Go Live button\" width=\"212\" height=\"90\" \/><\/p>\n<ol start=\"10\">\n<li>When your event is over, click \u201cFinish\u201d.<\/li>\n<\/ol>\n<p>Facebook will then give you the option to 1) delete the live stream or 2) archive it as a video that people can watch later. Unless the event went horribly wrong, it is a good idea to save it and make it available for those who were not able to tune in live. That way, this one piece of content can continue to work for you even after the initial live show is over.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Using-professional-equipment-for-better-quality\"><\/span><strong>Using professional equipment for better quality<br \/>\n<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You may need better production quality than is possible using a smartphone or tablet (i.e. higher resolution, multiple camera angles, etc.) Thankfully, in January 2017, Facebook added the ability to\u00a0<a href=\"https:\/\/newsroom.fb.com\/news\/2017\/03\/new-ways-to-go-live-now-from-your-computer\/\">live stream from your computer<\/a>\u00a0using professional equipment such as DSLR cameras (or even a drone), external microphones, and professional broadcasting\/encoding software.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-274 size-full\" src=\"https:\/\/www.zakandzu.com\/wp-content\/uploads\/professional-recording-equipment-for-facebook-live.jpeg\" alt=\"professional recording equipment for facebook live\" width=\"400\" height=\"267\" srcset=\"https:\/\/www.zakandzu.com\/wp-content\/uploads\/professional-recording-equipment-for-facebook-live.jpeg 400w, https:\/\/www.zakandzu.com\/wp-content\/uploads\/professional-recording-equipment-for-facebook-live-300x200.jpeg 300w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><\/p>\n<p>You can start a live session on your computer using \u2018Publishing Tools\u2019 on your company Page (look under \u2018Videos\u2019 and then \u2018Video Library\u2019) or through this\u00a0<a href=\"https:\/\/www.facebook.com\/live\/create\">direct link<\/a>.<\/p>\n<p>Check out this\u00a0<a>helpful how-to guide<\/a>\u00a0from Facebook to get you started.<\/p>\n<p>If you decide to go this route, you will also get access to some more advanced features. For example, you will be able to\u00a0<strong>embed your live stream on another website<\/strong>\u00a0(which is an excellent way to drive traffic to your company site). Facebook also recently started allowing you to\u00a0<a href=\"https:\/\/newsroom.fb.com\/news\/2017\/05\/more-ways-to-connect-with-friends-in-facebook-live\/\">Go Live with a guest or friend<\/a>. With this new feature, you and a friend can broadcast together, having two video feeds appear side-by-side or as picture-in-picture. This is especially useful if you are conducting an interview or have employees on remote teams. Just share your stream key with the guest, and you\u2019re ready to go.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Helpful-tips\"><\/span><strong>Helpful tips<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li><strong>Promote your live event<\/strong>for at least 1-2 weeks beforehand to ensure that you have a great turnout.<\/li>\n<li>Choose a broadcasting location with a\u00a0<strong>strong internet connection<\/strong>. You don\u2019t want the stream to cut out during the best part due to poor WiFi.<\/li>\n<li><strong>Turn your phone\u2019s ringer and text\/app notifications OFF\u00a0<\/strong>so they don\u2019t disturb you during the live stream.<\/li>\n<li>If this is your first time,\u00a0<strong>do a test run beforehand<\/strong>to familiarize yourself with the tools and Live interface. Ask a friend to comment on your live feed and see what it\u2019s like to carry on a conversation while filming.<\/li>\n<li>After your live event,\u00a0<strong>edit the video<\/strong>. You can add tags (which make it easier for people to find your video), select a custom thumbnail, and more.<\/li>\n<\/ul>\n<p>Now it\u2019s time for you to put these ideas into action for your business. No matter your budget or prior experience with Facebook, give it a try!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Do you ever get those notifications on Facebook saying that such and such friend of yours\u00a0was live? Facebook Live has grown immensely popular since it was first publicly launched in April 2016, but many businesses are still not using it. Read on to learn how you can get an edge on social media by incorporating Live into your marketing strategy.<\/p>\n","protected":false},"author":2,"featured_media":259,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[7],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.11 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Facebook Live for Business - An Introductory Guide | Zak &amp; Zu Marketing<\/title>\n<meta name=\"description\" content=\"Facebook Live has grown immensely popular since it was first publicly launched in April 2016, but many businesses are still not using it. 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