October 2, 2018

My Facebook Live experiment

I’ve been experimenting on and off with Facebook Live for about a year now.

The first Facebook Live I ever did was 30 minutes longer than it needed to be, and three times as awkward as I thought it would be. But I did it, and the world didn’t end. The sun still rose the following morning.

I keep coming back to Facebook Live. Facebook WILL push out live videos to fans of your page or members of your group. Even though most people watch the recordings later.

There are a few important trends to consider.

1. All the social media platforms are gearing up for video – especially live video

2. The price of cold traffic on Facebook is going up

If you operate in a niche market it might still be possible to generate profitable leads from cold traffic. But if you work in anything related to ‘making money’, you’ll find that cold Facebook ads are a sinkhole for cash. You either need deep pockets, mad skills, or probably both.

Facebook is really a warm medium. We go on Facebook to see updates from people we know and value in some capacity. Advertising to people who already know you in some way can be very effective.

What’s the best way to warm up cold traffic? I suspect it could well be Facebook Live.

All of this is hard to accept as a writer. I much prefer to hide behind my keyboard than put my face all over social media. Like most people in the world, I have the innate urge to see but not be seen.

Unfortunately if you only ever write to your audience, you’ll dramatically limit your exposure.

So this month I’m doing an experiment.

Each of these emails ends up on my blog. Each weekday this month I’ll also publish a Facebook Live video about 30 minutes after this email goes out (so about 9.30AM UK time).

I’ve already written the email, and published it on my blog. It’s not much work to talk about it for 5-15 minutes on Facebook. I’ll be able to do various things with these videos:

  • I can promote them as paid ads to help build my audience (page likes)
  • I can build remarketing audiences of people who watch particular videos (for running subsequent ads and invites to)

Perhaps most fundamentally, my business should become a little less reliant on email. Of course, generating email opt-ins is still the goal, but it adds an extra level of engagement.

I have various hang-ups against sticking my face in a daily Facebook Live. I’m not really a ‘live’ person. I prefer to be prepared. I prefer to mull over and edit the wording of things. But ultimately that doesn’t matter – Facebook Live doesn’t need to be perfect.

I’ve heard a number of people say that engagement goes up when you lowerproduction – perhaps because it’s more authentic.

Maybe, above all else, we just want to hear from people who are frequently putting an unabashed version of themselves out into the world. There’s something deeply magnetic about that.

I’ll write up the results of this experiment at the end of the month, but feel free to follow along on the True Story Selling Facebook page.

Incidentally previous live streams can be found on the ‘video’ tab.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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