A Hotel Marketer’s Guide to Facebook Live
Video reaches more people than any other content type shared on Facebook. So if you’re using this social media giant you should be doing some type of video marketing. Luckily, Facebook Live provides a convenient and effective way to add video to your Facebook content mix.
We touched briefly on Facebook Live’s importance last year, but knowing that it’s important and knowing how to use it effectively are very different things. That’s where this post comes in.
Facebook Live Basics
One of the most appealing parts of Facebook Live is that it’s easy to get started. You just need a phone, tablet or webcam and a Facebook account. The culture of Facebook Live means you don’t need to invest in professional lighting or a pretty backdrop, the audience doesn’t expect a highly polished product, just solid content.
The best place to start with Facebook Live is probably with best practices. Here are the 8 recommendations Facebook officially lists on its website for making the most out of your Facebook Live videos:
- Tell fans when you’re broadcasting ahead of time.
- Go live when you have a strong connection(to the internet).
- Write a catchy description before going live.
- Ask viewers to subscribe to Live notifications.
- Say hello to commenters by name; respond to their comments live.
- Broadcast for longer periods of time to reach more people.
- Use a closing line to signal the end of the broadcast.
- Be creative and go live often!
These tips are a great starting point for Facebook Live success but you’ll discover your own best practices as you start to produce live video. Here are some more tips from professionals already using Facebook Live.
A Few More Tips From Around the Web
Repurpose video content – We found this idea on a recent blog from DOYO Live , a local digital marketing conference. Just because the video is no longer live doesn’t mean it’s no longer valuable. Be sure to get all you can out of a single FB Live session by sharing the no-longer-live video on Twitter or an email newsletter.
Preview what you will be talking about – This bit of advice, also from DOYO Live, sounds obvious but is easy to overlook. In the heat of the moment it’s easy to jump right into your content but for the audience, a quick overview of your subject matter will help them determine if the content is relevant.
Be relevant to the right audience – Hotelbusiness.com used the example that if you’re a warm climate hotel you should promote your great weather to guests who live in cold climates via a live video. Pay attention to what makes the most sense to your audience and take advantage of it.
Prepare and Practice – Just because the video is live doesn’t mean it needs to be impromptu. Plan what you’re going to say and practice a few times before starting your stream.
Using Facebook Live at Your Hotel
Now that you’ve got an understanding of what makes a good Facebook Live Video here are some hotel specific applications for it.
Property Tours – Doing a live tour can give potential guests a much better idea of what your hotel is all about. Doing the tour live has the added benefit of enabling guests to ask questions in real time. Answering questions throughout the tour will help you build trust with guests while efficiently delivering useful information to them.
Room Tours – Give guests a look at where they’ll actually be staying. This can be especially useful for suites that usually involve guests who are more particular about their accommodations and will want a better idea of the space than just a couple of photos on the internet. Again, the live video means you’re able to interact with guests and adds a little more salesmanship to the event.
“Ask the Concierge” Q&A session – Even though yelp and similar sites have made finding local food and drink hotspots easier than ever, guests still appreciate advice from a real person. If your hotel has a concierge, post a weekly, “ask the concierge” session. It will provide guests the opportunity to learn all about their destination and plan where they are going to eat, go for a run or enjoy themselves ahead of time. Travelers who enjoy the planning aspect as much as the trip itself will be especially receptive to this. If your hotel doesn’t have a concierge, another knowledgeable staff member will work as well.
One Last Bit of Advice: Consistency is Key
Be sure to create your content on a regular basis. The amount of video you make is actually less important than keeping a regular schedule. It’s better to post one video every month than to post 12 in one month and nothing for the rest of the year. Consistency can build audience expectation and create a coherent brand around those videos . Creating a content calendar is one of the best long-term recipes for success in any content marketing endeavor!
Today’s blog post was fueled by coffee with just enough cream. Until next time, be well!
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