EXTREMELY important! While there are many strategic outcomes you can achieve through live video, the most important is engagement! Without engagement it’s difficult to achieve any (organic) outcome. Check out this quote from Facebook:
“Page posts that generate conversation between people will show higher in News Feed. For example, live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos.”
You can read the entire Facebook newsroom update here.
Generating conversation (engagement) will increase your (organic) reach! This is great news, and it doesn’t cost anything to achieve it!
Engagement should be the main goal for your Facebook lives . That doesn’t mean it’s your ONLY goal, but you’ll have difficulty driving traffic & sales if your lives do not engage and reach the people...
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