Social media’s currency is engagement, and there’s almost no beating live video that can get up to six times more interactions than regular videos on Facebook. That high likelihood of success might make it tempting to jump right in and go for it. It may even be tempting to do it a few times a week. But it’s important to have a good plan in place before you hit that ‘Live’ button.
Six Ways Pawnbrokers Can Maximize Facebook Live Videos
“YOU’RE ON MUTE”
This isn’t a phrase just for zoom meetings. Around 85% of videos on Facebook are viewed without sound. That means that a vast majority of the people who see your video don’t hear what you say. That’s why it’s important to try to distill that key message and story into the most visual representation possible (think easily-read price tags) and use captions where possible.
LAYER YOUR MESSAGING
If a topic is important enough to discuss via a live video, pairing it with a static post makes sense, so follow up with a post that features a photo or graphic and informative caption.
PLAN FOR THE BEGINNING, MIDDLE, AND END
Begin with a friendly smile and introduction and clearly state the reason for the video. Don’t bore your audience by waiting until others join, get started right away and make it fun and engaging from the start. Prepare for late-comers and find an engaging way to remind viewers the purpose of the video mid-way through it. As you move through your video content, encourage comments and other feedback. Finally, end your live video with a clear call to action and ask your audience to share the archived copy of the video once it shows up on your page timeline.
TAKE THE TIME TO SET A SCENE
Avoid over-producing your LIVE content in order to remain genuine and organic. Still, you must consider the setting by minimizing background noise and other distractions. Make sure you have a steady camera (consider using a tripod and portable microphone), consistent lighting, and strong broadband signal.
OFFER QUICK VALUE
Lots of pawnshops are beginning to offer live shopping opportunities. Be sure you check out these Facebook tips for success.
There are, of course, other reasons to go live such as offering helpful tips related to your area of expertise. You can answer questions, do a quick product review or an instructional ‘how-to’ demonstration. Brevity is key to this sort of information LIVE video—there’s a lot of information available about the idea length of live videos, but aim for under a minute for optimal engagement.
STAY CONSISTENT AND BUILD A FOLLOWING
Take a long view of the strategy behind posting live video content so that you can build a following over time. Consider posting regularly and consistently with an easy-to-understand call to action that builds a following over time and helps your followers know what to expect.
Share your insights with us! Have lessons learned that you’re willing to share with other pawnbrokers? Add them in the ‘comments’ section below:
