4 Ways Facebook Live Can Boost Social Media Engagement



The concept of live streaming opens up many doors for them to create new forms of intuitive content while showcasing their personality in real-time.


Access exclusive SMW+ content by marketers whose careers you can emulate with a free 30-day trial!

Facebook Live was introduced to the world in the latter part of 2015. Since day one, it has taken the community within the social media giant by storm. In fact, people spend three times longer watching live video as opposed to prerecorded.

With this feature, brands can completely change the way they promote their online presence. The concept of live streaming opens up many doors for them to create new forms of intuitive content while showcasing their personality in real-time.

Incorporating live-streaming video into your social media marketing strategy will not only increase customer engagement, but also work to boost leads and ultimately, sales. Here are four innovative ways you can leverage live video to generate extra buzz for your brand.

1. Shoot “Behind the Scenes” Content

Showing behind the scenes footage of your operation is a great way to boost engagement. Especially in a B2C operation, it provides an inside look that would normally be unknown to the masses. This can be very effective as you’re able to create authentic and transparent experiences for viewers. In turn, it can help build a higher level of brand trust.

Dunkin’ Donuts was one of the first brands to use Facebook Live to do this. In February of last year, they released their first Facebook live stream, which took viewers into the kitchen and showed exactly how the culinary team crafted a cake made from heart-shaped donuts.

Towards the end of the stream, they offered engaged couples a chance to win $10,000 for sharing the story of how either of them proposed. As a result, Dunkin’ Donuts saw their highest spike in social media engagement. Within just 13 minutes, they had 21,000 viewers glued to the stream.

While live, behind the scenes content is popular on multiple social channels like Snapchat and Periscope, Facebook takes it a step further as the audience is able to interact with the brand and get their questions and concerns addressed in real-time, in turn influencing the direction of the broadcast as it happens.

2. Answer Common Questions

The interactive nature that Facebook Live promotes is perfect for Q&As. Hosting these events is a perfect opportunity for brands to address the hot button topics within their industry and provide value to viewers in real-time. All it requires is a charismatic host, an interesting guest, and some research beforehand.

A prime example of this was done by Benefit, a beauty and cosmetics brand, with their live series titled “Tipsy Tricks.” Every Thursday, they host an interactive live stream, in which the audience can ask their most pressing questions through polling systems, determining how the video will play out.

While this strategy can be extremely effective for engaging the audience, it can also turn out to be risky, depending on the nature of your business. If you choose to go this route, it would be wise to have strong background knowledge of your business’s weakness and threats prior to the live stream.

Targeting these issues and concerns throughout the entire buyer’s cycle will require a good deal of collaboration from your marketing department, sales team, customer relations staff, etc. Look into campaign management and collaboration tools like WorkZone to ensure there is open communication and coordination between departments, so they can pinpoint issues within the industry and work as a unit to overcome them.

3. Bring Brand Advocates on Board

Using brand advocates or influencers is a valuable supplement to any content or social media marketing strategy. This involves partnering with a prominent figure to speak on behalf of your brand to their large following. This could be anyone like a celebrity, political thought leader, journalist, viral internet star, or even a big industry name from your own company.

Tough Mudder, a brand that specializes in creating endurance events (particularly obstacle-ridden marathons), is well known for the social community they have created. Last summer, they did an incredibly inspirational live stream of an event featuring Kyle Railton, a renowned trainer known as Coach T. Mud. He spoke to the audience about what it takes both physically and mentally to make through an intense endurance event.

As Tough Mudder relies almost exclusively on physical participation, using Facebook Live was very beneficial in this scenario because it gave non-locals an opportunity to see what the brand is all about in real-time. It also showed what potentially interested participants would be in for if deciding to join. Mud mentions references of the event’s description, as well as promotions of other training programs offered by Tough Mudder. Overall, the campaign found the perfect balance of authentic, valuable content and brand messaging. Since then, Tough Mudder’s viewership has skyrocketed as their live-broadcasted events now gains millions of views.

The hardest part of incorporating an influencer (especially an outside source) into you brand messaging is finding one that fits perfectly within each respective community so that both parties gain value. Tools like Buzzsumo are built to help you zero in on the right names and go about your outreach effectively.

4. Demo Products

According to comScore, 64% of consumers are more apt to buy a product online after seeing a video about it. Product demonstration videos have been around for a long time and are a tried-and-true method in aiding the buying process.

However, with Facebook Live’s real-time feature, product demonstrations are taken to a whole new level as viewers can chime in with comments or raise on-the-spot questions about the product. This allows brands to gear the demo towards engaging the audience and clear up any uncertainties.

For example, tiny cooking has been a popular fad for a number of years now. In an attempt to try and milk this opportunity, Tastemade created “Tiny Kitchen,” a demonstration series originally pre-recorded. Last year, they decided to test their luck on Facebook Live.

While the content was simple to consume, Tastemade capitalized on the interactive element of the live stream to field any questions about the operation to make the presentation more informative. This strategy got the video nearly 4 million views.

Live product demonstrations are your chance to show off your product or service while letting your unique persona shine through. Get creative with it!

Over to You

Marketing your brand material these days is all about adding a personalized touch and getting viewers to engage with your brand on an individual level. Facebook Live is a great development that allows you to form deeper connections with users across the world in real-time. With more recent developments like Facebook Live 360, it seems like the future is looking incredibly bright for live video.


Learn the latest trends, insights and best practices from the brightest minds in media and technology. Sign up for SMW Insider to watch full-length sessions from official Social Media Week conferences live and on-demand.

Newsletter Subscription

Get the latest insights, trends and best practices from today's leading industry voices.

Learn More

Write for Us

Interested in sharing your ideas and insights with the world? Become a SMW News contributor and reach 300k readers each month.

Apply Here