By Traci R. Gentilozzi
If your law firm wants to grow its online presence and increase client (and potential client) engagement, then Facebook Live is a fantastic option.
Since Facebook Live was launched in 2016, broadcasts have been doubling on an annual basis. Facebook Live now has a daily estimated viewership of 8 billion people across the globe. This equals about 100 million hours of viewing time every day, making it one of the most powerful online video platforms.
“Going live” on Facebook is fairly simple. Trust me, I am no broadcasting expert ... and I’ve “gone live” many times for my clients. Yes, it’s a bit challenging at first. But with the right amount of preparation and a little practice, “going live” will not only boost your business but can be lots of fun!
Here are some tips for making the most of your Facebook Live performance.
Setting Up Your Broadcast
Before you begin, Facebook gives you the option of including a heading and a description for the broadcast. If you add a heading and description, your video will be more easily found online, so it’s highly recommended that you do so. A catchy title and intriguing description also gives people more incentive to watch your video.
However, law firms beware: do not use legalese or legal jargon during your broadcast. Use plain English and explain things in a simple, understandable way. You want to make the video appeal to your target audience – that is, potential clients. And potential clients are not lawyers.
Longer Is Better
A big bonus for using Facebook Live is that it offers a four-hour time limit. While you don’t need to make your videos four hours long, your target audience will expect more than a two-minute snippet.
Be sure your broadcast is at least 10 minutes long. The longer you broadcast live, the better chance you have of getting your livestream discovered.
No Sales Pitch
Facebook is a social media platform. This means audiences do not want a sales pitch from you. Rather, people will watch your live broadcast to find out more about you and your law firm. So be sure to use Facebook Live to engage with people and not to sell your legal services.
To avoid making a sales pitch, it’s important that you first define your Facebook Live goals. Ask yourself: 1) What do you want to convey to your target audience? 2) How do you want the audience to respond? 3) What is the best way to achieve the results you want?
Preparation and Practice
Although members of your Facebook Live audience might click on your video and watch it, remember this: they can also instantly click off if they do not feel engaged.
This is why you must continuously talk about your selected topic and keep the momentum going. In other words, make the video seem effortless.
Preparation and practice are keys to a successful Facebook Live broadcast. If you have a difficult time remembering what to say, then consider using cue cards. And whatever you do, DO NOT read from a prepared script!
It’s important to always include a call to action at the end of your broadcast. Tell the audience what you want them to do once they’ve watched your video.
Quality Content
You don’t have to be a professional to shoot a good quality Facebook Live video. However, with that said, you also don’t want to shoot a low quality video that could damage your law firm’s brand.
Most of today’s smartphones can adequately livestream on Facebook. If yours cannot, you may want to buy a reasonably priced camcorder instead. Also, consider using a tripod to help steady the camera you’re using. There is nothing more annoying to viewers than a shaky video.
It’s also important to pay attention to the audio and lighting. Be sure you are broadcasting from a quiet location (if possible). If there is more than one person talking, you might want to use an external microphone. As for lighting, make sure the area is well lit with natural light or lamps.
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Attorney Traci R. Gentilozzi owns 360 Legal Solutions PLLC, a company that focuses on legal content development and promotion for sole practitioners and small firms. She is also the editor of BRIEFS, the monthly publication of the Ingham County Bar Association. This article is reprinted with permission from BRIEFS.
