Have you been noticing a few more notifications on your phone as of late, specifically alerting you that one of your connections is live. Pretty intriguing, right? Facebook and Instagram, which is now owned by the Book, are continuing to make a hard push towards video. This initiative is likely a result of the tremendous results around video on the web.
In fact, 43% of people want to see more video content from marketers and 51.9% of marketing professionals across the globe state that video is the content with the best ROI.
Live videos benefit both individual users on social media and businesses. With organizations in particular, it’s a great way to share an inside look at what’s happening right at the moment or even behind-the-scenes. It’s another example of a tool that gives consumers real-time access to their favorite businesses.
To help you start taking advantage of these benefits, we’ll explain how to use Facebook and Instagram live to promote your property.
Difference between Facebook and Instagram Live
Instagram Live videos are different from Facebook Live based on the way they live on your business pages. Facebook Live videos publish to your business page, but your Instagram Live Story disappears after 24 hours if you choose — similar to those on Snapchat.
How to Start a Live Video
Facebook and Instagram live is available to all users and businesses.
According to Facebook, “Live is the best way to interact with viewers in real time. Field their burning questions, hear what's on their mind and check out their Live Reactions to gauge how your broadcast is going.”
Starting a live broadcast is easy on both platforms. On Instagram, it’s part of your story, which are the image circles located on the top of your home screen. To start a video, follow these steps:
Tap camera icon in the top left of the screen or swipe right from anywhere in Feed.
Tap Live at the bottom of the screen, then tap Start Live Video. Unless you turn off notifications, your followers may be notified when you start a live video.
The number of viewers appears at the top of the screen and comments appear at the bottom. Tap Comment to add a comment, and tap and hold a comment to pin it to the top so that viewers can see it more easily.
To turn comments off, tap then select Turn Off Commenting. Keep in mind that any keyword filters you've turned on will also apply to comments on your live video.
When you're done, tap End in the top right then tap to confirm. From there, you can tap Save in the top right to save it to your camera roll, or share it to your story.
To start a live video on Facebook, follow these steps:
Head to Your Property’s Facebook Business Page on Your Mobile Device
Click > Publish
Click > Live Video
Determine Geo Controls (Location Specific)
Enter a Short Description
Click > Go Live
See, it’s just that easy.
How to Promote your Property with Facebook and Instagram Live Videos
There are a number of ways to showcase your business in unique ways using live videos. Facebook and Instagram make it easy.
Showcase New Units Right When They’re Available
If you have open units available, schedule a Facebook or Instagram Live walkthrough tour of the space. You can even schedule tours of new units on specific days of the week so those interested in your property can expect and be prepared to see the listings. One of the best benefits of going live — you can see direct feedback from viewers and answer their questions during the tour.
Respond To Comments & Questions
Whether you’re offering a live tour or just want to set apart some time for your residents, you can interact with anyone via live videos.
Customer service is probably a top initiative for your property. These videos act as an additional tool to respond to questions, comments, and concerns about your business. Similar to the unit tours, you can schedule a live Q&A session every week or once a month. Everyone following you and those who are interested in your property will then know when they can reach out to you directly.
During the live session, your team can read their comments and answer their questions directly in the video. On Facebook, the video stays on your page and can be viewed by anyone who missed the live session.
Showcase Residents in a Unique Way
Video testimonials are a great way to promote your business. What better way to get a shout out than a live testimonial. Nothing says authenticity like a live, on-the-spot video of your residents sharing their praise for their home.
The best promotional tool is word-of-mouth. These video testimonials will be a regular events that both residents and potential residents will look forward to.
Announce a Giveaway or Contest
If you’re hosting a contest or giveaway, live videos are a great — and exciting — way to announce the winner. Instagram Live is a unique way to share this information and creates even more hype around the big announcement, since it doesn’t live on the page permanently like the videos do on Facebook.
Create a Live Newsletter
Another feature that may be increasingly beneficial on Instagram Live, create a live newsletter for residents through live videos every week or once a month. Since they know that the videos will not be readily available after it expires, they will make sure to tune in, building more hype and a larger buzz around your social media page.
To learn more about developing a social media strategy for your property, get in touch with the Social Kapture team!