The old marketing adage states that “Content is King.” And while that still rings true in today’s digital world, it’s the specific type of content that matters most. In terms of storytelling, educating and capturing target audiences, there’s no doubt that video is now the king of content. Social media platforms like Facebook are making a strong push for live video streaming as they seek to maximize value and maintain “stickiness” among users. And they’re on the right track! Social video generates 1,200% more shares (translation: engagement with your brand) than text and images combined. And according to Facebook, live-streamed videos are viewed three times more than regular videos because of the nature of the content: exciting and in the moment - allowing your audience to feel like they’re right there with you. Statistics show that over 100 million hours of video are watched every day on Facebook, so it’s no wonder that the social media giant has taken it to the next level with Facebook Live - a great feature that allows you to share live video broadcasts with your Facebook communities and a brilliant way to connect with and engage past or potential visitors. Recent changes to the Facebook algorithm favor video content in the news feed, ranking live-streamed videos highly. So, what makes live streaming so popular?

Why People Love Live Streaming Video

1. People prefer visual content over written content because it’s a more basic form of interaction. And thanks to faster Internet speeds and mobile devices, it’s easier than ever to watch videos.
2. Social media users love to feel “in the moment,” and live video content gives them the perspective they’re hungry for. Wouldn’t you rather be a part of what’s happening now instead of viewing an event broadcasted at a later time?
3. Live video also opens the door to living feedback, such as user-contributed comments or questions, which adds a layer of engagement to the experience.

When used correctly, Facebook Live can be an effective tool for a destination looking to showcase a visitor attraction or event, broadcast a “behind the scenes” segment or even highlight a local up-and-coming craftsman or chef. The live streaming video provides an authentic and personable experience to viewers. And Facebook Live is a great way to tell your destination’s story in an entertaining and visually interesting way.

Tips for Better Live Streaming

Like with anything new and novel, early adopters help legitimize the innovation in the eyes of others who’ve not yet adopted it. For everyone else, best practices are a necessary and helpful guide to navigating foreign territory. Here are a few tips on live streaming video for your destination:

1. Be prepared in every sense, from the lighting to your chosen broadcast personality/s.
2. In preparing for a live stream, the rules of good broadcasting still apply. Increase consumer engagement by interacting with the viewer - and make it interesting!
3. When time permits, be sure to have your on-camera talent practice what they’re going to say prior to going live. Encourage them to use cue cards as a guide.
4. It’s important to use someone as your spokesperson who has done this before and is confident in their speaking ability. Any person representing your destination, especially on camera, should be a good speaker.
5. Make sure your content is relevant. There are a lot of creative ways to use Facebook Live as long as you’re targeting the right audience.
6. Remember, the show’s not over once the video feed ends. The great thing about Facebook Live is that it saves the broadcast on your timeline, so people who weren’t available during the original air date can watch it. You can also repost the video for a #TBT (Throwback Thursday) as a great way to repurpose that content.

When incorporating live streaming video into your marketing plan, be creative, authentic and consistent with your destination’s brand voice. Make the content engaging, and make sure your spokesperson is likable. And best of all, track exactly what results (reach and engagement) your Facebook Live broadcast had through your Facebook Insights and the Google Analytics on your website. So go have fun with it!