Marketing Best Practices: Why Not Just Stream To Facebook Live?

While Facebook Live should be a part of your overall livestreaming strategy, it’s important to diversify your distribution channels. A few things to consider as you build your live video strategy:

Variety is the Spice of Life: Go To Facebook (But Go Everywhere Else Too)

Most brands do not post updates to only one social media network. Similarly, why only stream your video to one platform? Facebook Live is an easy-to-use tool but should be considered but one tool in your diverse streaming distribution tool box. While there are one billion people in the world on Facebook, that means there are another seven billion NOT on Facebook. With Livestream you can also use tools like Livestream Audience Booster to reach people around the web with your stream on sites like ESPN and CNN. Build a strategy that reaches your audience in a number of different locations. Using syndication tools like those built into the Livestream platform, you don’t have to pick and choose. You can push content to all platforms at once and ensure you’re not missing key segments of your audience.

Convert Facebook Viewers Into Your Audience + Customers

While Facebook has the reach, your ultimate goal should be getting people back to your website. Turn viewers into traffic by hyping or sampling content on Facebook Live while encouraging them to head back to your page. Additionally, if you are using cookie tracking or retargeting in your marketing strategy, you can only track the people watching video on your site. By driving Facebook audiences back to your site you can collect much more information about your audience. And, of course, you can turn your audience into that most important outcome that you are hoping for – customers of your business!

Control The Message

With Facebook Live, you don’t have as much control over the viewing experience. Watching your video in a fully branded portal with custom calls to action is more likely to convert. Viewers are less likely to be distracted by notifications or other things happening on the platform. In fact, based on a recent survey we conducted, viewers prefer to engage content on a branded destination for just that reason. 40% of audiences want to watch live video NOT on social media, but at a dedicated web destination.

Shifting Sands

What Facebook undeniably has, and what won’t change in the near future, is reach. Streaming to Facebook Live immediately gives you access to millions of eyeballs where they already are, which is good marketing distribution 101.

In the past two years, Facebook’s algorithm has changed 24 times – an average of one update per month. Marketers and brands never know how Facebook’s feed algorithm will shift in the future, making it an unsteady place to build a brand or content strategy on its own. As all social media platforms change based on audience interests and behavior, it’s hard to build a reliable strategy when you don’t control the platform.

Support + Quality

A stream on Facebook is not optimized for large-screen or high-quality viewership. Video quality is the most important factor for 67% of viewers when watching a livestream broadcast.

If there are any issues with your stream – or your stream is taken down for any reason – there is no one to call at any large social media platform. Many large companies stream on multiple platforms to account for any outages caused by electricity, bandwidth, or the platform. When streaming to more than one player/platform, you have a back up to direct your audience to in case of emergency. Additionally, dedicated streaming platforms like Livestream offer round the clock support for Premium and Enterprise customers. If you have issues with your stream, we’re a phone call away.


Our free guide, “Streaming to Facebook Live,” is the perfect crash course for organizations of any size. Download the guide to learn:

  • How to connect with viewers on Facebook Live.
  • Why Facebook Live should be part – but not all – of your livestreaming strategy.
  • How to stream to Facebook Live.
  • How to analyze the success of your live video.

DOWNLOAD THE FACEBOOK LIVE GUIDE.

With Facebook Live for Livestream, our users can stream to Facebook and their own website or landing page at the same time. Instead of limiting your content to one destination or another, you can send a single stream to two places at once. Double the exposure means double the reach and double the engagement.

How to Attract and Engage a Live Audience on Social Media

You have prepped for your live event. Your production team is all set. Your live audience is ready. It’s showtime. But wait – have you forgotten about your use of social media for livestreaming events?

Every live event provides a huge opportunity to increase your brand’s awareness and engage your target audience to drive indisputable business results. If you truly want to succeed at building – and growing – a loyal community, you cannot afford to ignore social media. Here are some best practices for promoting your live event across your social channels.


Before your event goes live:

Countdown to the event: Promote your live event on social media in advance. If you’re on Facebook, share details of your event on your page about a month before the event (e.g. August 21, 1 PM ET). Continue to post reminders as the event approaches – starting with one week from the event, three days, a day, and finally, the morning of the event. Don’t overdo your reminders. Stagger your posts. If you’re on Twitter, posting about your event one week prior to the event will suffice, given the platform’s short news cycle and constantly changing trending topics. After your initial post, it’s crucially important to post the day of your event, driving meaningful, real-time traffic to your livestream. Make sure the content is visually compelling. Social media posts with videos and images achieve 40% more engagement.

When your event goes live:

Create a trend-worthy and intuitive hashtag: Almost every live event today – from sporting events to conferences – will have a hashtag attached to it. Your audience is ready to tell the story and spread the word nationally, even globally. Your hashtag should reflect your brand and event. By adding a hashtag to your promotion, you’re not only creating buzz around the event and unifying your audience, but also making it easier for your audience to interact with your event/brand, further amplifying the conversation.

Customize your Bitlinks: Custom Bitlinks help you form a relationship with your target audience. Create a memorable and catchy Bitly, such as what Livestream’s Content and Social Media Manager Carly Walsh did during a livestream of Misty Copeland, the first African American female principal dancer with the American Ballet Theatre. You can also drive your audience to your brand’s website by sharing a link along with your live video, which was what Carolina Herrera did on Twitter with its live show. The fashion brand gained 60,000 new social followers and 51.2 million impressions after its 2016 New York Fashion Week livestream.

Simulcast to multiple social media platforms: In a perfect world, your target audience will be coming to your website to watch your live event. However that does not guarantee reach. Simulcasting meets your target audience wherever they are. At Livestream, we have seen viewership of Livestream Learn webinar double since simulcasting to Facebook Live. If you’re a Premium or Enterprise customer, you’ll be able to simulcast to your audiences on RTMP-enabled streaming platforms such as YouTube Live, Periscope and Twitch. And yes, you may stream to Facebook Live through the Livestream platform but unfortunately because of Facebook’s terms of service, you will not be able to simultaneously livestream to other social media platforms.

Engage with your audience and be interactive: Brands need to go beyond merely livestreaming their event. Acknowledge your audience, listen and engage with them to create personalized interactions. Take live questions, conduct a poll – this is a unique opportunity to engage in a two-way conversation with a captive audience and use the feedback to inform your event promotion strategy. Another great way to engage your audience – and humanize your brand – is to take your viewers behind the scenes at your event through Instagram Stories and Snapchat.

After your event:

Keep the conversation going: Sharing a past live event on social media provides longevity and allows conversations about your brand to continue even after the event. An effective way of doing that is to search and retweet what your audience shared during your event.

Offer quality content: Continue to engage the audience with content from your brand and redirect them to your brand’s site. Anyone who has engaged with you recently on social media is more likely to be receptive to offerings that you promote. Share materials such as your latest trending blog, ebooks or your next brand event!


You can learn more about engaging with your live audience on social media from our full webinar. Watch the video below to learn:

  • Best practices for promoting for live events across social media channels such as Facebook and Twitter
  • The benefits of simulcasting to social media
  • How to engage your audience on social and live chat