The ultimate guide to facebook live for your event

The Ultimate Guide to Using
Facebook Live at Your Events

Eventbrite.co.uk The Ultimate Guide to Using Facebook Live at Your Events Page 2
Your attendee is backstage at this summer’s most
celebrated music festival, and the headline band
is about to walk on. They can see the musicians
get ready for their big entrance, backstage staff
running around the place, and catch a glimpse,
through it all, at an excited crowd chanting in
anticipation. The lead singer suddenly approaches,
smiling widely as he looks them right in the eye.
“Ready?” he drawls, charmingly, before turning to
sprint onstage and grab the mic.
It’s like they’re right there! But they’re not...they’re
watching your Facebook Live.
Facebook Live video often gives the illusion of being
carefree, as if created on a whim with an iPhone
whipped out of a pocket. But spontaneity is an
illusion when it comes to quality live videos. Lots of
things can go wrong when you’re live.

“However, that shouldn’t stop you from using
Live to broadcast and promote your events,” she
adds. “Facebook Live lets you connect directly
and intimately with fans and attendees.” It’s
highly engaging, typically attracting 6x as many
interactions on average as other types of video,
according to the Facebook Live team. And, more
importantly, it reaches an audience far beyond the
physical boundaries of any one event.
Consider the facts:
Sometimes you can capture some really cool
video on the fly,” says Eventbrite’s Senior Channel
Marketing Manager Christy Huggins. “But the
best Facebook Live videos are planned and
orchestrated so that nothing will go wrong.”
The rocketing popularity of Live video
4 2 2Between 2016 and 2017,
daily watch time for
Facebook Live broadcasts
has quadrupled.
According to the Facebook
Live team, The average
number of daily Facebook
Live broadcasts has doubled
year over year since 2016.
Conferences, speakers,
concerts, and festivals are
the second most-watched
type of Live video out there,
according to Livestream.

To use Facebook Live to drive ticket sales, you
can’t rely on generic advice meant for individuals
reaching their friends. You need specific, strategic
advice about how to use Facebook Live for
events, from those who really know their stuff: the
Facebook Live team.
Here’s insider guidance straight from the Facebook
team on how to create Live content that resonates
with your attendees and drives results.

This guide is for…
Event creators looking for one-of-a-kind guidance on how to record, produce, and
schedule Facebook Live content that engages event-goers and drives ticket sales.
What you’ll learn…
• How to create valuable live content that resonates with your event audience
• Best practices and advanced tips to stand out from the crowd
• Which results matter when it comes to engagement and ticket sales
Meet the Experts
Christy Huggins
Senior Channel Marketing
Manager at Eventbrite
Matt Labunka
Product Manager, Live
& Co-Watching at Facebook

Contents
06
10
15
18
Chapter 01
Chapter 02
Chapter 03
Chapter 04
Facebook Live video ideas: Tell rich,
intimate stories that engage event-goers
Live video basics: 7 steps to polished
Facebook Live productions
Advanced tactics and tools: Create the
ultimate Live experience
Results that matter: Measure and improve
your Live video efforts

Live video can bring your audience face to face with your speakers and
performers, making them feel like they’re in the first row or even backstage.
It can also fall flat — compelling them to quickly move on in their Facebook
feed.
Your job is to make your Live content not just worth watching, but worth
liking, commenting, and sharing. On Facebook, the more engaging a post
is and the more you can get your audience to interact, the better signal you
have for reach. The same applies for Live video.
Here are some of Matt’s suggestions to structure Live video that will inspire
event-goers to watch and engage.
Build up excitement with exclusive announcements
The more anticipation and excitement you create for your event, the more
tickets you’ll sell. Use Live video as a way to pump your audience up. For
instance, break the news about event dates, tease artists, unveil guest
speakers, and reveal new vendors or sponsors.
Facebook Live video ideas: Tell rich, intimate
stories that engage event-goers
Chapter 01
When you think about live video, the goal is to
create an experience that will bring people back
to you time and time again.”
— Matt Labunka, Product Manager, Live & Co-Watching at Facebook

You can amplify the hype by teasing the announcement in advance:
“You’ll never guess who’s coming to {event name}? Tune in tomorrow to
find out!”
Get “Live With” your speakers, artists, and other guests
During the lead-up to your event, live Q&A sessions help event-goers get
to know the performers, speakers, and special guests. This encourages
event-goers to engage with your event and, if you’ve properly tagged your
special guests, reach their followers.
Can't get them in the same room as you? No problem. With Facebook’s
“Live With” feature, you can host a Q&A session with someone who’s not in
the same place. Viewers post questions, and the guest of honour answers
them in real time.
Give an exclusive peek behind the curtain
An intimate behind-the-scenes tour is a tantalising prospect for curious
event-goers. In fact, 87% of audiences say they’d watch online Live video
over traditional TV any day, just for the sake of more behind-the-scenes
access.
Whether it’s the bustle of action backstage or a glimpse into the inner
workings of your event, this type of Live Video makes your audience feel
included and in the know.
PROTIP
Facebook Live allows you to pin comments, so that the question you and
your talents are discussing is front and centre for viewers.

Shine a spotlight on event-goers
At your event, give a mic to a staff member and let them to roam the event
floor, interacting with event-goers as they share their anticipation and
excitement.
This Facebook Live format is often used by late-night talk show hosts like
Jimmy Fallon and takes the attendee experience to another level. Just
make sure your Live video casts your event in the best light by asking
questions likely to inspire positive responses:
“Why did you sign up for this event?”
“What are you most looking forward
to about this event?”
“Which of the sessions / bands / booths
do you plan to check out?”
PROTIP
Don’t want everyone to have access to your sneak peek? No problem. It’s
often assumed that when you Go Live, the entire public can follow along. But
you can choose to broadcast to a specific group. For instance, use a Private
Facebook Group to Go Live as an intimate way to connect with your VIPs.

Broadcast your performance live
There’s a common myth that livestreaming erodes ticket sales, but it’s not
true. In fact, Livestream reports that 67% of viewers are more likely to buy
a ticket to an event after watching a livestream of the event or a similar
event.
One of the reasons livestream video is so powerful is that it gives the at-
home viewer a real-life view of the event. As Labunka says, “It’s one thing
to broadcast a concert, and producers have been doing that for years. It’s a
brand new thing to make viewers feel like they’re in the moment.”
PROTIP
Livestreaming performances is most effective if you use professional
software and camera and sound equipment. Here’s a resource from
Facebook that walks you through the optimal tech needed to pull it off.
Sixty-seven
Percent
of viewers are more
likely to buy a ticket to an
event after watching a
livestream of the event or
a similar event.

It can happen to any event creator: You’re on the ground at your event
when you happen upon a cluster of attendees laughing and sharing stories
with your keynote speaker. It’s the type of moment event creators live for,
so you whip out your iPhone, queue up your Facebook app, and hit “Go
Live.”
The problem is, you didn’t set yourself up for success. Your Wi-Fi
connection is wonky, the lighting is off, and since you hadn’t told anyone
you were going to go Live, few people tune in. Live fail.
Whether you’re planning out your live productions in advance or will go Live
when the moment strikes, the Facebook Live team recommends you follow
these steps.
Live video basics: 7 steps to polished
Facebook Live productions
Chapter 02
PROTIP
“Run a video test before you go Live,” says Eventbrite’s Christy Huggins
“You can use the regular video recording function of your phone for this.
Just capture a simulation of what you expect to record live and play it back
for any potential glitches.”

1. Make a plan before going Live
With Live video, preparation is key to success. Plan your environment in
advance to give your interviews, Q&As, and behind-the-scenes content the
best chances to unfurl smoothly. A few points to keep in mind include:
• The right location. Effective imagery moves people to act, so set your
video in an environment that’s visually interesting.
• Adequate lighting. If you’re interviewing your headlining artist, but the
dressing room is so poorly lit no one can see her, it will backfire.
• The noise factor. Is chatter at the networking hour too much of a racket
for your speaker interview to ring clear?
• A strong signal. This one is critical! “A wired connection works
best,”says Labunka. “But if you have to rely on Wi-Fi, make sure your
signal is strong.” If you have weak signal, the Go Live button will be
greyed out.
2. Schedule your Live events to maximize viewership
When you’re planning to go Live in the near future, post an announcement
on your event page in advance to draw as much attention as possible
to your broadcast. Facebook recommends giving your audience a day’s
notice.
“A lot of people don’t know you can schedule your Live video,” says
Labunka, “but it’s a powerful trick to build buzz among viewers in advance,
and you train your audience to show up at a certain prescribed time.”
“Butifyouhave
torelyonWi-Fi,
makesureyour
signalisstrong.”
SaysLabunka.

When you pre-schedule a live broadcast, interested viewers can then
opt in to receive a reminder notification just before the live video begins.
But don't rely just on the algorithm — be sure to post across your social
channels (or even include a link in your email newsletter) to build even
more buzz.
3. Tap into your largest audience
You can post Live video from your Facebook Page, Group, or Event page. If
you’re wondering which is best for your event, Labunka’s rule of thumb is:
“Always pick the one with the biggest, most engaged audience. You can
also crosspost or share your Live video elsewhere after it airs.”
4. Don’t forget to write a tantalising description
Descriptions are optional for Live videos, but you should consider them
mandatory. Labunka says, “A lot of people don’t bother with things like
titles and descriptions. But if you don’t do these basic things, your overall
distribution potentially suffers.”
Make sure your Live video description includes:
• Your event name and location
• Your special guests — and tag them
• A call to action (like, “Buy tickets!”)
PROTIP
Even if you’ve scheduled your Live broadcast in advance and promoted it,
it will still take time for everyone to tune in on the day. “But don’t just say
‘We’re about to go live in a few minutes!’ so everyone has time to tune in,”
says Labunka. “Make it just as interesting as your show.”

The more “meta” information you provide to describe your video, the
better. “The details you include in your description help us understand your
video goals and show it to the right people,” says Labunka.
5. Encourage participation
Part of the charm of live videos is that they’re interactive. Respond to
comments live, and greet those who comment by name when you do.
Participants get a little thrill when they hear themselves personally
acknowledged.
Facebook also offers a range of interactive features like polls that you
can integrate into your video to breed participation in immersive and
creative ways.
Audience is a big part of your story. Bring them
along for the ride by engaging with them both
before and during your broadcast. Your video will
usually perform better when your audience is
pulled into your storytelling.”
— Matt Labunka, Product Manager, Live & Co-Watching at Facebook
PROTIP
It can be tough to answer every single question when hundreds or even
tens of people are commenting at once. Note that you can manage
audience comments in several handy ways:
• Pin comments you’re responding to so that new viewers
understand the discussion
• Enable “Discussion mode” to hide comments under 100 characters
• Use “Slow mode” so each person can only comment once every
10 seconds

6. Finish strong
When you’re ready to wrap it up, use a closing line to signal the end of the
broadcast, much like famous newscasters have always done: “Good night,
and good luck!” (that was Edward R. Murrow on CBS News) or “And that’s
the way it is!” (Walter Cronkite) are two memorable examples.
Yours might not be quite so catchy, but even a simple “See you at the
event!” sends a signal to viewers that it’s over — and that they should
remember to buy tickets.
PROTIP
After you’ve wrapped it up and pressed “End,” wait a few seconds until you
hear the “Ping!” before you actually stop performing.
Goodnight,
andgoodluck!

The best events don’t just follow the rules. They break paradigms and raise
the bar for attendee experience.
It’s the same with Live video. If you want to stand out, you’ve got to propel
your broadcasts beyond the competition. Top-knotch Facebook Live videos
take a bit of technical know-how, so here are the Facebook team’s best
practices to take your videos to the next level.
Use “Live With” to add the event-goer’s perspective
Invite your attendees to help tell your story to their own fans and followers.
Picture enormous numbers of your attendees going Live at once, with a
simultaneous broadcast shared on giant screens event-wide. Schedule the
moment in advance via your Facebook Pages and Groups, using “Live With”
to make it happen. The reach is exponential and the moment electric.
Learn how to use "Live With" here
Go live from an external camera, or even a drone
Imagine an aerial pan of your festival as the music starts and the crowd
comes alive! Or a super crisp capture of the first person to cross the finish
line at a marathon.
With Live API, you can add Live support to other devices and stream
higher-quality videos live to Facebook from, say, a drone or professional
digital camera. With the right device, you can even add virtual reality (VR)
capability or create 360 Live video.
Advanced tactics and tools: Create the
ultimate Live experience
Chapter 03

Quality is the most important factor for 67% of viewers when watching
a livestream broadcast, so the ability to wire Facebook Live to devices
beyond your iPhone can elevate your broadcasts to the realm of the pro.
Learn how to leverage the Live API here
Use pre-recorded videos to go Live
A handy little secret about “Live” video? Technically, it doesn’t have to
be live.
Yep, Facebook allows you to pre-schedule the airing of a video you’ve
already recorded — called a Premiere — as long as it’s original video that’s
never before aired on Facebook or elsewhere.
This is a handy trick if logistics prevent you from airing Live video featuring
the right people, places, and things all at once. And it’s also a way to use
Live video without worrying about what might go wrong.
Once broadcast, the video is then saved to your page so future viewers can
watch and rewatch. Viewers are able to like, share and comment just like
they would with any other type of content.
Learn how to use pre-recorded video with Live here
Broaden your reach with Live crossposting
With Live crossposting, you can post your Facebook Live on another Page
in addition to your own. For instance, your announcement that a certain
craft beer company will be sponsoring your event could also be shared on
the beer company’s Facebook Page. You don’t need to upload it twice or
share it directly. Simply establish a cross-posting relationship with that
Page in advance and record the video using Live API.
Learn how to crosspost your Live videos here
FACEBOOKALLOWS
YOUTOPRE-
SCHEDULETHE
AIRINGOFAVIDEO
YOU’VEALREADY
RECORDED

Embed Live videos on your event website
Don’t stop at using your Live video on Facebook. Amplify its reach by
embedding it directly into your event website as well. Cut and paste the
URL of your Live video to Facebook’s Code Configurator to generate the
code you can paste into your site.
The trick is to decide which of your Live videos to post on your site,
especially if you’re recording Live frequently. You may choose to always
have the latest video displayed on your site, or pick and choose things with
optimal impact, like guest speaker announcements or ticket-on-sale news.
Learn how to embed your Live videos here
Offer closed captioning
Your audience doesn’t have to be deaf or hard of hearing for closed
captioning to be a good idea. Accessibility is important to all types
of events. The more you make your event coverage accessible to all
audiences, the more inclusive and popular your event becomes.
Using Facebook’s Live API, event marketers can add CEA-608 standard
closed captions to Live videos for those who are deaf or hard of hearing.
Viewers with closed captioning turned on will automatically see your
captions on Live broadcasts.
Learn how to enable closed captioning here
PROTIP
To stay on top of Facebook Live capability, check out Facebook’s free
course on Blueprint.

You’re proud of your Live video and assume it’s doing the trick — attracting
riveted followers and convincing them to become actual event attendees.
But there’s only one way to know for sure: the numbers.
The metrics you normally pay attention to on Facebook — shares, likes, and
comments — are still important with Live video. But Facebook also offers
metrics specific to Live content that you will want to keep an eye on, both
during and after your event.
While you’re broadcasting, these metrics tell you whether
people are tuning in:
After the broadcast, you can access more comprehensive numbers:
Net Followers
The number of unique viewers actively watching the broadcast
right now
Results that matter: Measure and improve
your Live video efforts
Chapter 04
A running count of the total number of views received throughout
the broadcast so far, including those not currently watching
The total number of minutes your videos were played, including
time spent replaying the video
The number of people who reacted, commented, or shared one of
your videos
The number of new followers minus the number of unfollows
during a defined period of time
Live Viewers
Total Views
Watch Time
Engagement

Monitoring these metrics over multiple Live broadcasts gives you an idea
of which types of content work best and whether you’re successfully
implementing the best practices mentioned in this ebook.
But ultimately, Labunka says, “The most successful videos on Facebook are
the ones that truly take advantage of all our platform has to offer.”
PROTIP
Measure the impact Facebook Live has on ticket sales with tracking pixels.
They allow you to track sales influenced by your Live videos. If you’re using
Eventbrite, follow the detailed instructions in this article.

Ready to get serious about Facebook
Live for events?
Today’s event-goer is an experience-seeking, celebration-loving
connoisseur of Live video. Elevate your Facebook presence with the best
practices from the Facebook Live team to prove that your event is the one
worth committing to.
But don’t forget to make it as easy as possible for your Facebook Live
viewers to become attendees. If you’re an Eventbrite customer, the folks
watching your Live videos can buy tickets to your event without even
leaving the Facebook Event. This end-to-end checkout means followers
don’t have to jump over to your ticketing page to sign up. They stay within
their Facebook experience — and are ready to share their excitement with
all their friends.
Drive ticket sales and registrations from Facebook now by creating your
next event on Eventbrite today.

Hundreds of thousands of organisers use Eventbrite to
drive ticket sales*, promote and manage events, handle
on-site operations, and analyse results across multiple
sales channels.
Powered three million events
in 2017.
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through Eventbrite's
marketplace.
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analyse your event from
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*Based on more than 700,000 event creators in 2017

The ultimate guide to facebook live for your event

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