In January 2016, Facebook hit a total of 100 million hours of daily video watch time, highlighting the ways in which video content has become a vital element for many of the platform’s 1.86 billion monthly active users. While Facebook makes it easy to share videos hosted on other sites, the network is more than just a YouTube competitor. Facebook Live – the live broadcasting feature which rolled out to all users last April – offers compelling benefits for dealers who take advantage of this new technology.

Live video reaches customers in the moment

Facebook Live videos are watched three times longer on average compared to non-live videos according to Facebook. Live videos give you the unique opportunity to connect with your audience directly while creating a sense of urgency and sharing a “behind-the-scenes” look at your dealership. You can go Live from your GM’s office, from the service bay, or in the passenger’s seat of the latest vehicle during a test drive – and your followers will be right there with you.

Getting started with Facebook Live

You don’t need any fancy equipment to succeed with Facebook Live. Getting started is as easy as tapping “What’s on your mind?” at the top of your News Feed in the Facebook app for Android or iPhone and choosing “Go Live.” You’ll have the option to write a brief description for your broadcast and then select “Go Live” to begin your stream. Tapping “Finish” will end the product.

When should you “Go Live”?

Any opportunity to market your inventory or showcase your dealership’s “Why Buy Here” value proposition is an opportunity to utilize Facebook Live. Try one of the following to get started:

  • Vehicle walkarounds: Use Facebook Live to introduce a vehicle’s core benefits to your followers just as you would with an on-site guest—it takes the same amount of time, but instead of just one set of eyeballs, you can reach your entire audience’s.
  • Customer testimonials: Did one of your sales associates just make someone’s day? Don’t let them walk off without telling anyone about it! Ask them for a few minutes of their time and get them to share what made their experience special.
  • How-to’s: If one of your customers has a question, chances are that others have the same one. “Go Live” with a guide to pairing your Bluetooth® phone or using in-vehicle navigation. Once you finish recording, your video will be saved to your Facebook page for others who may have missed it.
  • Events and groups: You can also livestream within a Facebook event or group, so you can share the excitement at your tent event or new owners’ clinics. With Facebook Live, the possibilities are only limited by your imagination.

Facebook Live is a valuable tool, but if no one’s watching your efforts won’t be as effective. The 3 Birds Engagement Accelerator will help you build an engaged online following as part of a consistent omni-channel marketing strategy. Click here to learn more.