What’s the deal with Facebook Live? With the rise of influencer marketing, live streaming video seems to have taken over nearly every social media platform (we just can’t seem to get enough of the Kardashians).
But the video strategy that was once the domain of the Instagram celebrity is now a powerful marketing tool that you can leverage to increase thought leadership and yes, generate leads.
Why Does Facebook Live Matter?
Here’s the thing - Facebook Live is gaining popularity because people are more engaged by live videos. Live video receives double the engagement of uploaded content and triple the average watch time. 78% of of Facebook’s users are already consuming live content on the platform.
Why Should I Start Using Facebook Live in My Law Firm?
It’s becoming more and more difficult to reach your audience organically through your firm’s business page. With an abundance of ad content competing for limited news feed space, Facebook has begun demoting business content in place of social updates from your audience’s friends and family.
Facebook wants to make sure your audience only sees the best content, or content they deem “meaningful”. This is measured by the overall engagement your posts receive in the form of likes, comments, and shares.
So if you had the opportunity to leverage a Facebook strategy that was proven to get double the engagement of normal posts, only one question remains: Why wouldn’t you?
How Can I Use Facebook Live in My Law Firm?
Facebook Live videos perform well when they’re engaging and interactive. So, a scripted video may not be the best option for your law firm’s Facebook Live content. Instead, create content that naturally drives user engagement, like educational content or an FAQ series.
A successful FAQ video on Facebook Live will promote user engagement by soliciting questions from your viewers. However, it’s also a good idea to have a few questions prepared in advance just in case you don’t get the engagement you thought you would. You can pull content from the most trafficked blogs on your website, or if you have an FAQ section on your website, you can break up those questions into a multi-part live video series.
You can also create content that humanizes your law firm. So let your team take the lead and feature different team members in your content, while also letting some personality shine through. Your audience may connect with your interests more than you thought, which helps you create connections with them early on.
Tips for Effective Facebook Live Marketing for Law Firms
The good news is that Facebook Live content can be whatever you want it to be. However, there are a few tips for success that will give you better chances of retaining viewers and increasing engagement:
- Avoid scripted content and use natural, engaging language
- Use a good camera (even if it’s your iPhone) - viewers will watch longer if the live stream is high quality!
- Have a game plan before you start filming - even if you don’t use a script, you should have a general framework in mind so you still have a clear message and value
- Add relevant links in the comments section during or after the video so users can reference what you were discussing (and promote site traffic!)
- Engage with your users while broadcasting by acknowledging their comments
- Don’t worry about making mistakes - they make you more relatable and make your videos seem more authentic
After publishing your Facebook Live video, you can boost the recording to your audience so anyone who missed it will see it on their newsfeed. The two things to keep in mind with Facebook Live (like any effective content plan) are quality and consistency.
You can tailor your live streaming strategy to meet the needs of your audience and your own personal preferences. What works well for one demographic may not work well for another, so I would recommend trying out different styles and topics and seeing which live video resonates with your audience.
Facebook Live is only going to continue to grow in popularity, and Facebook users have proven that they enjoy consuming live content from brands and businesses, so jump in on this trend while you can!Curious about how you can start targeting your ideal clients on Facebook? Download our free guide here!
Michael Mogill is the Founder and CEO of Crisp Video Group (www.crispvideo.com), a national legal video marketing company that produces high-quality and engaging legal videos for attorneys all over the country. Crisp Video is consistently recognized for creating engaging legal videos that help attorneys see a 2 to 10 times increase in average case values. By simply bringing in higher-value cases, attorneys who produce videos with Crisp Video see an average return on investment of 300% and routinely double and triple their revenue -- sometimes within just 6 months. He has been featured in Forbes, Avvo, ABA, PILMMA, The Huffington Post, and The Wall Street Journal.