Now that you know when to use Facebook Live and have a checklist to consult before you go live, we’re going to talk about the end of the content lifecycle -- in this case, what to do with the video once you have it.
There are many things you can do with a Facebook Live video and some of them require editing while others are just a simple repackage and repurpose.
As we did with the first article in this series, we’re going to break this one down to repurposing for Journalists and then for Public Relations Professionals to help you get the most out of your Facebook Live video.
First, while you’re filming the video, make sure you have a camera or second device to gather some behind the scenes photos.
Those photos should include the Facebook Live setup you have for archival purposes -- a good #TBT, if you will -- and also some elements of the story that you may not be able to get in the shot or to showcase in the shot in a very clear, distinct way. One example of this is if you’re shooting a Facebook Live involving a painter or craftsperson and you have to showcase their whole workbench but they happen to have a really cool poster or other decor item in the background -- before you finish for the day, make sure you’re gathering clear photos of these elements. The same goes for branded presentations -- make sure all sponsor products and items are photographed in a clear way to be repurposed at a later day.
Now that you have your Facebook Live footage, your BTS photos and any additional photos that you need, you can start the work of repurposing Facebook Live content on your site and for your brand.
1. Embed the Facebook Live Feed. This is fairly simple and should be something you do the moment you go live. Embed the feed in your website and then use your other social networks to drive to your website instead of your Facebook page. This accomplishes many goals -- increasing your Facebook video views, follower counts, reach and engagement while also increasing site traffic.
2. Edit for Instagram and Twitter. Most individuals can upload up to 90 seconds of video on Twitter and 60 seconds of video on Instagram. If you’re uploading the content to a story, it’s about 15 seconds per chunk of video. Editing the video and repurposing on Instagram or Twitter allows you to promote future Facebook Live events and gives the story legs beyond your initial Facebook audience.
3. Feature it in a second Facebook Live. Once you have the footage, it can be used as B-Roll for future broadcasts or packages, or, you can actually use it in another Live event. This can also be used for YouTube Live events if there’s a story that you want to share with that audience in real time. Setup the original broadcast on an iPad in the background of your second shot and you’re good to go!
4. Cross promotion or syndication. Working with a publishing partner? Share the video with them for a chance at further syndication, Facebook views and more. Make sure you’re sharing the link to the original video or the original embed on your website to keep Facebook views consistent.
5. Use it in a reel. This is especially important for early-career journalists. If you’re trying to build a reel, don’t forget about Facebook Live content. Treat this content like any other piece of broadcast material and add it to your reel to showcase your editing abilities and technical skills.
1. Use it in a reel. If your client is an author or expert and you’re building a reel, add in key moments from Facebook Live events to showcase a varied skill set. If they’re hosting Live video on their Instagram Stories, Snapchat or YouTube channels, download those videos and include them in the reel as well. Showcase comments, reach and engagement in a slide deck to illustrate the audience your client can bring to the table in future partnerships.
2. Use it on a client website. These are not just press clips, they can be digital endorsements of the product or services your client provides. They can be a robust explanation of a brand promise, of product specs or of the CEO’s thoughtleadership. Think about ways to create multiple blog posts for a client that can be repurposed for future on-air appearances.
3. Use it on a client’s owned brand. Take the footage and create posts for your client’s owned accounts -- use the same techniques listed above to create an archive of video for your client and their branded accounts.
The most important thing to consider when repurposing content is usage rights. Think about the music, images and graphics used in a live video -- if these are all approved to be repurposed, you can really create a dozen or so assets from each Live Event, which will ultimately create a robust asset bank for you, your brand and your services.
Victoria "Vix" Reitano is a Speaker, Writer, Social Media Expert, Content Strategist and Digital Video Producer. She is the Founder and CEO of CreatiVix Media, a boutique digital agency based in Manhattan. Her company manages the digital content and social media strategy for editorial brands, talent and influencers, and entrepreneurs, C-suite executives and on-air talent. She also appears on-air to share the ins and outs of social media for brands, content creators, journalists, entrepreneurs and job seekers. To learn more, follow her on Twitter @vixinthecity and Instagram @vixinthecity.
Photo via Pixabay