Discover the practical steps to doing a Facebook Live that succeeds with first-hand advice from Fundraising Writer, Liana Pantalone.

Facebook Live

It works in the movies. Creating a cinematic universe with a common look, feel and overarching storyline will make your Facebook Live stand out.

When an organisation, business or charity chooses to use film to communicate with an audience, a lesson or two can be learnt.

If you would like to understand how your brand can take the lead in this rising platform, DON’T get hung up on the word ‘LIVE’. More planning is involved than you might realise.

You have to be prepared that if you would like to use Facebook Live and remain professional, you need to have the following components sorted. To keep it interesting, I have likened the whole experience to that of making a movie.

What makes a good movie, makes a good Facebook Live

A script. One that is engaging, with a genre, a story and all the emotion-evoking devices that will match.

A director. Someone who will manage the project, take the lead and ensure all elements will come together.

A studio. The place you shoot should match the storyline of your movie. The location may not be accessible until the day, so see if you can find a location map. Ensure your script specifies the exact location and time for each speaker to be situated.

A cinematic universe. I’m not a movie buff. This is the height of my cinematography knowledge. But I will use it to demonstrate my point. This is the part that relates to how you will use your brand in the Facebook Live. If you have seen the Marvel movies (if you haven’t you are missing out), you will agree that all the superhero films that fall under this production company have a common look, feel and overarching storyline. You can watch one and be given information that relates to the other. The same with any Facebook Live. It should compliment the overall story of your business, organisation, charity, church etc. it should evoke those similar feelings, lead to conversations you have already sparked on other platforms, and so forth.

A contingency plan. When you portray your brand and reputation, you should take not of all foreseeable risks and consider measures that can be put in place to avoid those risks.

A rehearsal. Actors need training, and so will your staff who will be going live. Run through their talking points. Film them on video and let them watch themselves to see where they can improve.

The premiere. In order to have people watch your Facebook Live, people need to know it will be happening. There needs to be hype. A storyline that draws them in so they want to watch to the end.

You can create posts and little snippet videos one week, one day and then five minutes before the Facebook Live, telling your audience where they can find you and how to spread the word.

Movies move your audience; so should your LIVE

Easier said than done. I can appreciate that. After years of implementing and training staff on how to use Facebook Live, the best results I’ve seen is where the it captures a story that speaks to the audience.

Take your audience behind the scenes. To the field. To the ‘out of bounds’ that only your staff usually get to see. You are in charge of the angle you take, so it will only go as far as your willing to take them.

Appearing transparent, being relatable and telling a good story are all the factors that will make a difference. Start with these tips and you’re sure to succeed!

Liana Pantalone is a Fundraising Writer who specialises in crafting all forms of communication pieces for the not-for-profit sector. Get in touch with Liana today to book her for your next writing project.


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