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If you are reading this, you have most likely taken advantage of Facebook Live. But have you tried promoting your video DURING your live broadcast? We have, and we’ve got some tips for you to make your promoted live video a success.
In June, Facebook started to allow live promoted videos for pages that are verified with a blue check mark. Many businesses were excited about this because it meant they could promote major events, activate existing sponsorships, engage with existing sponsors, and so on. We were lucky enough to test this out with one of our clients right when it launched. Let’s just say we didn’t find major success during the first test, but we learned a lot to apply to our next tests. So please take advantage of our “lessons learned” to set yourself up for a proper live promoted video.
First off, you have to be a verified page. That means you have that blue check mark next to your page name. If you do, congrats! Please note that you cannot request a blue verification check mark – these are provided by Facebook to specific brands, public figures, and media organizations.
Besides page verification, there are no minimums to run this test; you just need to make sure to set up the campaign properly.
How to Set up a Promoted Live Video Campaign
Live Video campaigns will run like a regular campaign in ads manager, with the following caveats:
- Promoted Live Video only works on the following campaign objectives:
- Video view
- Brand awareness
- Post engagement
- You must set up your regular targeting on the ad set level
- Live video will populate as a video option a few minutes before it goes live
Since the video isn’t available until right before it is promoted, you should go ahead and build out the campaign and ad set ahead of time. That way, you aren’t scrambling too much at the last minute to set the campaign live.
Tips for a Successful Campaign
We realized that our first live video promotion test wasn’t a success because the live video was too short. By the time the ad was approved and Facebook had a chance to optimize for delivery, the video was over. Below are our main takeaways from the test and how you can make yours more successful:
- Only promote if the live video is at least 1 hour long
- Use accelerated delivery for your ads
- Target broadly to reach as many people as possible in a shorter time frame
- Bid aggressively to ensure you aren’t missing out on any auctions
- Set a campaign spend limit (since you are bidding aggressively) to make sure you don’t overspend
- Optimize for reach
- Avoid editing the ad once it is live – you don’t want your ad having to go through another approval process
Now that we have set you up for success, is this something you will try? Let us know your thoughts in the comment section below!