Live streaming was introduced by Facebook in April 2016. Due to the fact that this is a relatively young content format, they are prioritized and reach greater reach than other posts. So how can brands seize this opportunity?
Live voting
During the broadcast, users can add comments and express their reactions. Appropriate technology enables these features to be used for live voting. For the Góralki brand, we implemented a broadcast in which fans voted for their favorite flavor. In addition to presenting the number of votes (live, of course), the application colored the wafer packaging depending on the popularity of a given flavor.
See the recorded video from the transmission of the vote for Góralki.
Transmission ranges vs purchased ranges
The post with the Highlander transmission generated the following statistics:
- Post organic reach: 431.129 (so many users saw a static post with Highlanders), which accounted for 47% the total number of fans of this brand on Facebook
- Unique recipients: 64,346 (so many users turned on the broadcast, i.e. clicked on a static post)
- Broadcast Minutes Displayed: 28,069 (total time spent by people watching stream)
- Post activity: 17,053 (total reactions, comments and shares)
We checked how much it would cost us to buy a similar reach using the Facebook Ads Manager advertising tool. When displaying a static graphic in the cheapest option (Reach & Frequency model), it would be an investment of the order PLN 2,250 net.
However, it should be noted here that organic reach is actually much more valuable. Recipients look at original content in a completely different way than they do at sponsored content. In addition, the ad will not reach a group of people who use ad blockers.
Paid live stream promotion
As of today, Facebook Ads Manager does not offer paid promotions for live streams.
Live Streaming for Millennials and Generation Z
We conducted similar broadcasts for two other brands and thus for two other groups of recipients. The video published on the Ludwik brand profile reached 1.704 (17%) and 122 reactions, and on the Activlab Sport website 29,407 (31%) and 1,003 reactions. Therefore, fans of the Góraki brand were definitely the most active (result: 47%), 86% of whom are under the age of 24. Women over 25 years of age were the least involved in the transmission.
Facebook prohibits this
Unfortunately, Facebook once again tripped marketers and banned the use of reactions as a form of voting. This applies not only to broadcasts, but also to all other types of posts. [Zobacz wytyczne Facebooka, dotyczące stosowania reakcji] Is there any solution for this? Yes 🙂 Our technology enables the use of live broadcasts with a voting mechanism, but carried out not with the help of reactions, but based on user hashtags published in comments. And it’s not forbidden yet.
