Many content marketers have held off on social video, fearing they lack the budget to make it work. This week, #ContentChat was joined by Jeff Higgins (@ItsJeffHiggins) who shared his tips for getting started with Facebook Live and social video without breaking the bank.
Q1: What is social video and why should it be part of your content strategy?
A1: Social vid has become the fastest way to reach your audience across platforms with more emotional value than text or images #ContentChat
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
A1b: Adding it to your strategy gives you a stronger option when building content calendars and reaching core demographics #ContentChat
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
A1 I don’t think it should be part of EVERY strategy. Message > medium, but it is a powerful medium for some messages/audiences #contentchat
— Karen Webber (@webber_karen) June 26, 2017
A1: Social vid are short but sweet videos that are used across different social channels. It can also consist of live-streams. #ContentChat https://t.co/UlywkOPJxa
— Lauren Marinigh (@MarinighPR) June 26, 2017
A1) A photo is worth 1,000 words so a video must be worth 10,000. Stand out by incorporating it into your strategy! #contentchat pic.twitter.com/BMKGzUNJSr
— Lauren Marinigh (@MarinighPR) June 26, 2017
A1. Video stands out on social feeds and can communicate a ton of info in a much shorter amount of time. #contentchat https://t.co/E7qDAmxlys
— Amanda Milligan (@millanda) June 26, 2017
A1) Storytelling via the video media companies/brands/people post on their pages to “sell” themselves indirectly. #contentchat
— Kyle Murray (@TheKyleMurray) June 26, 2017
A1: Quick bits of content, ads, or entertainment that can help move the needle on the buyer journey or give your brand soul #contentchat
— LaDonna LaGuerre (@ladonnajonze) June 26, 2017
A1B) Videos make for great engagement opportunities via live stream and can put a visual/human face to your mission statements. #contentchat
— Kyle Murray (@TheKyleMurray) June 26, 2017
A1: Social video invites engagement on a level different from good writing. And as a writer that hurts to say. #ContentChat
— Alan Fleming (@alan_fleming) June 26, 2017
A1 Videos have higher engagement, retention rates, emotional connections, and conversions. #contentchat
— Eric Sachs (@EricSachs_SEO) June 26, 2017
A1 Video give wins all around: humanizes your company, lets you show your voice, and converts potential clients to customers. #contentchat
— Eric Sachs (@EricSachs_SEO) June 26, 2017
A1: Facebook/IG/Snap/Twitter all push video. Hard. If you want your content to be seen, it must be a part of your strategy. #contentchat
— Matt LaCasse (@MattLaCasse) June 26, 2017
A1 Ppl are engage tnx to videos on SM & trend is growing rapidly. New biz are taking the lead by using them. U need to keep up! #contentchat
— Maria Tereza Dickson (@terezadickson) June 26, 2017
a1) Social platforms empower anyone to own their own tele channel/network. Its the most captivating form & now caters to social #contentchat
— Curata (@curata) June 26, 2017
Yes.
It adds a new dimension to your brand.Video =
powerful storytelling & #branding tool.#marketing #business #socialmedia #design #smm https://t.co/WRNGFoWfsy— Gabriela Cardoza (@CardozaGab) June 26, 2017
Q2: Facebook Live is getting lots of press. What makes it different from other social video platforms?
A2: Besides an audience of 1/3 of the Earth, FB live video has shown almost 140% more reach & engagement over using images #ContentChat
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
Q2 Fb Live gives notifications to people who “Like” your page that you’ve gone live. Its easier to save/share/link Fb live vids #contentchat
— Eric Sachs (@EricSachs_SEO) June 26, 2017
A2: FB Live is accessible where people are already. Its success is almost baked in. Just get something worth attention. #ContentChat
— Alan Fleming (@alan_fleming) June 26, 2017
A2: It’s ease of use. There’s no explanation in how to get it done and it is part of the world’s biggest social network. #contentchat https://t.co/YmarEJRsZw
— Matt LaCasse (@MattLaCasse) June 26, 2017
A2b: Facebook live also has the recently added options of live subtitles and plays pretty nicely with 3rd party services #ContentChat
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
A2) It’s more engaging and allows you to have real-time engagement and interactions with your audience. #ContentChat https://t.co/5NIW0kzYzi
— Lauren Marinigh (@MarinighPR) June 26, 2017
It taps into a highly engaged community, and FB is promoting it by notifying people when you’re live; might as well benefit! #contentchat https://t.co/QqkTu8igVf
— Amanda Milligan (@millanda) June 26, 2017
👇This is super important! 70% of users will watch a video with no sound!👇 #ContentChat https://t.co/4lJVwq2zAC
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
A2 Because Facebook as a platform has learned what’s the demand and need of videos, making it more accessible and easy to use #contentchat
— Maria Tereza Dickson (@terezadickson) June 26, 2017
Yup – for a company with the resources to, live videos as a segment at the same time each week would be ideal. #contentchat https://t.co/0mKSSj09UI
— Eric Sachs (@EricSachs_SEO) June 26, 2017
A2) Largest audience base for a social platform, for one thing. #contentchat
— Kyle Murray (@TheKyleMurray) June 26, 2017
A2 Not a perfection pusher, but doing Facebook Live just because you can gets old. Without good reasons, just more noise. #ContentChat
— Jim Katzaman (@JKatzaman) June 26, 2017
A2: I think the notification function makes it very appealing to brands, especially with how limited FB reach can be #ContentChat
— Max Bailey (@maxthemarketer) June 26, 2017
A2: Livestreaming is different cuz ppl can connect w/ the real person, no editing, & interact in real time! #contentchat pic.twitter.com/QochgrNWPr
— DanaGarrison (@DanaGarrison) June 26, 2017
Q3: What are the key ingredients for creating compelling Facebook Live content?
A3:
Scheduling.
Consistency.
Authenticity.
Quality. #ContentChat— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
A3b: Create content that builds & gives to your audience. Be professional but be yourself. Your community wants to see you! #ContentChat
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
A3 And personality! @SFerika @ItsJeffHiggins #contentchat
— Debra Eckerling (@WriteOnOnline) June 26, 2017
A3c: Use 3rd party software like @Wirecast, @vidpresso, or @BeLiveTV_ to add professional tools & visual aspects #ContentChat
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
A3) Consistency. Make it a habit for people to tune in. Audience engagement (discuss comments). #contentchat
— Kyle Murray (@TheKyleMurray) June 26, 2017
And a promotion plan or campaign wrapped around it #contentchat
— LaDonna LaGuerre (@ladonnajonze) June 26, 2017
Plus engagement. #ContentChat https://t.co/NAluEIxSEy
— Berrak Sarikaya (@BerrakBiz) June 26, 2017
A3 Don’t over think and over complicate. People love authentic, spontaneous and unscripted content.#contentchat
— Maria Tereza Dickson (@terezadickson) June 26, 2017
A3 Create video with a purpose, give audience a chance to engage, converse with your audience, repeat! #contentchat
— Eric Sachs (@EricSachs_SEO) June 26, 2017
The key qualities to a successful live video on social media. Not the lack of gigantic follower counts or expensive equipment. #ContentChat https://t.co/ZymEEsfhsY
— Josh McCormack (@joshmccormack) June 26, 2017
It’s what sets you apart and really helps make that connection. #contentchat
— Debra Eckerling (@WriteOnOnline) June 26, 2017
This is the #1 most relevant AND ignored piece of advice in marketing. #contentchat
— Matt LaCasse (@MattLaCasse) June 26, 2017
Production-value-wise, it has to be quality enough and *interesting* enough to catch the eye of people scrolling through feeds. #contentchat
— Amanda Milligan (@millanda) June 26, 2017
A3: Good and relevant content. I don’t think it’s always all about production quality but more about making it useful. #ContentChat https://t.co/Dy9rgxV3Sn
— Lauren Marinigh (@MarinighPR) June 26, 2017
I agree – you have to find the balance between professional & realistic, especially w live vid. Too perfect=obviously not live. #contentchat https://t.co/7rGYaZpmdv
— Eric Sachs (@EricSachs_SEO) June 26, 2017
Plus you can schedule the “event” but make it an unscripted talk or interview, getting the best of both worlds! #contentchat
— Amanda Milligan (@millanda) June 26, 2017
A3: Make sure you enlist ambassadors (employees, etc.) to help stimulate conversation #ContentChat
— Max Bailey (@maxthemarketer) June 26, 2017
A3 Facebook Live or any other video should have an emotional hook that reinforces belief — more than just hitting “On” button. #ContentChat
— Jim Katzaman (@JKatzaman) June 26, 2017
Q4: What are some examples of great Facebook Live content creators? (feel free to share URLs)
A4: @RachelMooreRS does a great job with the @BUPodcast live https://t.co/e3K47TEfUJ #ContentChat
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
I find the NYT videos BORING (which is unfortunate and unexpected for a powerhouse) #contentchat https://t.co/bY6OpwEScj
— LaDonna LaGuerre (@ladonnajonze) June 26, 2017
A4b: @SMExaminer with @Mike_Stelzner & @ErikJFisher does a ton of live content almost daily https://t.co/ait8mpRoB3 #ContentChat
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
A4c: @vincenzolandino is really changing the landscape with @aftermarq and the way they help creators https://t.co/agdZ5Bi0tj #ContentChat
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
Q4 This was a great use of Fb Live: @brycedhoward promoted Petes Dragon by answering Qs #contentchathttps://t.co/L1tkZh7HGy
— Eric Sachs (@EricSachs_SEO) June 26, 2017
A4: @VickyLashenko does an amazing job with FB live interviews! https://t.co/NHQ7BT3wzv #contentchat
— Stencil (@getstencil) June 26, 2017
Consistency & quality. They will have guests that offer the audience something instead of a show that’s just selling something #ContentChat
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
Pretty content is nice, but valuable content is everything #goals #contentchat https://t.co/arE6nllf1d
— LaDonna LaGuerre (@ladonnajonze) June 26, 2017
I love lovev LOVED @Food52‘s FB live w/ Kyle McLachlan making a damn fine cherry pie. https://t.co/zqKUWywnSw
— Erika Heald (@SFerika) June 26, 2017
A4: I’m obsessed with @NASA‘s live shuttle launches and announcements! It helps that they are so passionate 🚀 #ContentChat
— Max Bailey (@maxthemarketer) June 26, 2017
A4 Also who can forget the Live video of ALL Live videos – @buzzfeed‘s watermelon video #contentchathttps://t.co/x6pTL0Bpzm
— Eric Sachs (@EricSachs_SEO) June 26, 2017
A4 @SueBZimmerman does an amazing job too on FB live! #contentchat
— Stencil (@getstencil) June 26, 2017
A4: Also, this –> https://t.co/qdXHZbwucW #ContentChat
— Max Bailey (@maxthemarketer) June 26, 2017
Q5: What is the biggest misconception about social video?
A5: I think a lot of people still see it as being frivolous or irrelevant for B2B. #ContentChat https://t.co/Ajk1TEBieR
— Berrak Sarikaya (@BerrakBiz) June 26, 2017
A5: One of the biggest misconceptions is what your audience wants. Remember you’re creating for them, not just yourself. #ContentChat
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
A5. Biggest misconception is same as broader social: self-promotion shouldn’t be the key, often is. #contentchat
— Ted Bauer (@tedbauer2003) June 26, 2017
A5b: Also, your audience isn’t stupid. If all you want to talk about is yourself, your only audience WILL BE yourself. #ContentChat
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
A5. One thing I hate on social video is low context. Like introducing people no one knows while assuming they do. #contentchat
— Ted Bauer (@tedbauer2003) June 26, 2017
A5: “People expect perfection.” I’d argue, people are a little sick of perfection #ContentChat
— Max Bailey (@maxthemarketer) June 26, 2017
A5. “BUT WHO’S OUR IDEAL CUSTOMER?!?!?!” #contentchat
— Ted Bauer (@tedbauer2003) June 26, 2017
That you need to put something out there just because you “should”. Without any plan. NO!! #contentchat https://t.co/m1jtZH6WQb
— PRKRISTYNA (@PR_Kristyna) June 26, 2017
a5) That you need huge budget (in some cases, any budget at all). Production quality should be second to content quality. #contentchat
— Curata (@curata) June 26, 2017
I wonder how many people who are fans of making live videos (and telling other to do so) actually watch others’ live vids too. #contentchat
— Martin Lieberman (@martinlieberman) June 26, 2017
@SFerika A.5 The biggest misconception is that it’s difficult and that you must have it perfect #contentchat
— Samantha Kelly (@Tweetinggoddess) June 26, 2017
A5. Content quality > production quality, IMHO. #contentchat
— Ted Bauer (@tedbauer2003) June 26, 2017
A5: That it has to be super high quality. This is the case for some stuff but it’s okay to be organic too! #contentchat
— Lauren Marinigh (@MarinighPR) June 26, 2017
Q6: What other social video channels should content marketers consider pursuing?
A6: YouTube is awesome for SEO & works great when combined with Pinterest boards. Double links & preroll is always a good thing #ContentChat
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
A6: Depends on where your audience is the most engaged with your brand. #ContentChat https://t.co/V1wSoj4SZv
— Berrak Sarikaya (@BerrakBiz) June 26, 2017
A6b: And always remember that Facebook is one of the only platforms that add subtitles to the post production video you upload! #ContentChat
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
Yep, and don’t repeat videos/messages across social channels…tailor everything you do to that particular channel. #contentchat https://t.co/vs9VUPXOGm
— Amanda Milligan (@millanda) June 26, 2017
A6: I’m a big fan of Instagram stories. Especially if you already have an audience there! #contentchat
— Lauren Marinigh (@MarinighPR) June 26, 2017
A6: I’m impressed with this new @wistia extension #ContentChat https://t.co/fLudL1zCpB
— Max Bailey (@maxthemarketer) June 26, 2017
Q7: What are the biggest mistakes brands and content creators make when getting started with social video?
A7: Thinking it needs to be perfect and then not doing it. @SFerika @ItsJeffHiggins #contentchat
— Debra Eckerling (@WriteOnOnline) June 26, 2017
A7: Too much or too little. You can’t hit your audience in the face with tons of content then all of a sudden scale back #ContentChat
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
A7: Perfect over engaging. Overproduced without providing any real value. #ContentChat
— Berrak Sarikaya (@BerrakBiz) June 26, 2017
A7b: Another is trying to cover everything. Don’t throw a massive topic net, focus on your strengths & what your audience needs #ContentChat
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
Agreed @alan_fleming. There’s a balance between under-preparing and procrastinating #contentchat
— Debra Eckerling (@WriteOnOnline) June 26, 2017
A7 Not to be redundant, but they don’t watch enough others first. Think it’s as easy as just turning on the camera. #contentchat
— Martin Lieberman (@martinlieberman) June 26, 2017
Assuming the audience inherently cares; as mentioned before, video content should do the same as other content: provide value. #contentchat https://t.co/cPdx5xFQTC
— Amanda Milligan (@millanda) June 26, 2017
A7: Not optimizing for silence–If you’re content is lame without epic music/commentary, you missed the boat #ContentChat
— Max Bailey (@maxthemarketer) June 26, 2017
A7 ha, first thing I thought of is making sure you are wearing clothes, like when there is a reflection. #ContentChat
— Charles McCool (@CharlesMcCool) June 26, 2017
Q7: Consistency. They do it once then never do it again which makes it hard for followers to follow along. #ContentChat https://t.co/VlHWmMuGH6
— Lauren Marinigh (@MarinighPR) June 26, 2017
A7 Again – over thinking & over complicating.
Just have a plan, rehearse for a bit, & hit live. Oh – it should have a purpose! #ContentChat— Maria Tereza Dickson (@terezadickson) June 26, 2017
Q8: What tools and resources do you recommend for content marketers getting started with social video?
A8: I mentioned a few before but @vidpresso, @BeLiveTV_, & @Wirecast are great for giving your production quality a kick #ContentChat
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
A7: Letting fear of being on camera or fear of being perfect stop you! LiveVideo celebrates imperfection! #contentchat pic.twitter.com/gp1WP7x9fr
— DanaGarrison (@DanaGarrison) June 26, 2017
A8: @SFerika @itsjeffhiggins Use your phone and earbud/mic and just do it! #contentchat
— Debra Eckerling (@WriteOnOnline) June 26, 2017
A8b: There’s an awesome podcast w/ @LuriaPetrucci explaining the past, present, & future of live video https://t.co/nFisuwKeUR #ContentChat
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
A8c: If you start out streaming with your phone, make sure to add a mic & improve your audio A LOT! https://t.co/frk1ua44oZ #ContentChat
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
A8d: When you want to move forward with better vid, audio, & all around production equipment quality, give @BorrowLenses a try #ContentChat
— Jeff Higgins (@ItsJeffHiggins) June 26, 2017
A8 Video makers could also be wise not to overthink tools and rely more on instinct, goals and imagination with users in mind. #ContentChat
— Jim Katzaman (@JKatzaman) June 26, 2017
Literally, that’s all you need to get started. #ContentChat https://t.co/Ql2DHlYjsv
— Maria Tereza Dickson (@terezadickson) June 26, 2017
A8) Stop talking about it, pick up your phone, throw in your favorite earbuds and be real.
— Daniel Owens (@DanielOwens88) June 26, 2017
Leave a Reply