Live broadcasts were launched by Facebook in April 2016. Due to the fact that this is a relatively young content format, they are prioritized and reach larger ranges than other posts. So how can brands take advantage of this opportunity?
During the broadcast, users can add comments and express their reactions. Appropriate technology enables these functions to be used for live voting. For the Góralki brand, we have 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 voting broadcast for Góralki.
Transmission ranges vs purchased ranges
The post with Góralek’s broadcast generated the following statistics:
Post’s organic reach: 431.129 (so many users saw a static post with Góralks), which was 47% the total number of fans of this brand on Facebook Unique recipients: 64,346 (this number of users started the broadcast, i.e. clicked on a static post) Displayed minutes of the broadcast: 28,069 (the total time spent by people watching the broadcast) Activity related to the post: 17,053 (the total number of reactions, comments) 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 illustration in the cheapest option (Reach & Frequency model) it would be an investment of an order PLN 2,250 net.
It should be noted, however, that organic reach is actually much more valuable. The recipients have a completely different view of original content than sponsored content. In addition, we will not reach the group of people who use ad blockers with the ad.
Paid Live Stream Promotion
As of today, Facebook Ads Manager does not offer the possibility of paid promotion of live broadcasts.
Live broadcasts 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. So the fans of the Góraki brand were definitely the most active (result: 47%), who belong to the age group under 24 in 86%. Women aged over 25 were the least involved in the transmission.
Facebook forbids it
Unfortunately, Facebook has once again set foot on marketers and banned the use of reaction 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 a solution to this? Yes 🙂 Our technology allows the use of live broadcasts with a voting mechanism, but carried out not by reaction, but based on the hashtags of users published in the comments. And this is not forbidden yet.