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Enter Facebook Live, which gives publishers, celebrities, retailers, and basically , a medium to share valuable content in real time.

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Just because Facebook Live is available for the average user, doesn’t mean your broadcast should be run-of-the-mill.Benefit launched a weekly live stream called “Tipsy Tricks with Benefit!,” airing every Thursday at 4 p.m., where a guest and host give beauty advice and open it up to real-time questions and answers with viewers.According to Internet Retailer, on average each video receives about 20K to 30K real-time viewers.Takeaway: Opening up your Facebook Live broadcast to a Q&A is an engaging way to keep your viewers interested and participating.Gone are the days when simple photos and a link to a blog post could push traffic to your site…

while available, it's just not as effective as it used to be.

(Shout-out to Periscope for being among the first to offer this live broadcasting capability to brands, media, and celebrities.) Periscope caught on super quick and garnered all kinds of hype, especially with early adopting brands like Doritos, Coach and Nissan. Whether this is something you’ve been considering for a while now or it’s a brand-new strategy you’d love to experiment with, we’re looking at the retailers who are slaying with Facebook Live and giving you the tools to master it as well. Take it from Star herself: “There are a ton of reasons [to use Facebook Live] I could list, but I'll focus on the most pragmatic reason for business owners: if you want your post to be seen and have more organic reach, live video reigns supreme on Facebook.

But Facebook, oh Facebook, you took it to another dimension. To dig deeper, we chatted with an expert on the matter: Jasmine Star, a social media, branding, and business strategist who specializes in helping business owners attract their dream customers. Truth bomb: If you’re not leveraging Facebook Live, your brand is missing out on a huge business opportunity. In fact, the algorithm favors live video to anything else (videos, photos, and text updates) at the moment.

(The algorithm helps solidify relevance, but it’s not enough: you need to ensure your Facebook Live sessions feature valuable content to increase your chances of longevity.) According to Star, broadcasting live on Facebook gives your followers a better understanding of your business. But perhaps this will change once this post goes up! According to a Facebook Newsroom quote published by Simply Measured, the engagement on Facebook Live is impressive.

As an entrepreneur, you have a powerful opportunity to be the one talking to your followers about your product or service, and how you can make others’ lives better thanks to what you’re selling. Star reminds us that Facebook Live sessions can help give your brand personality, which becomes an easy point of differentiation for you company. to Buzzfeed and Refinery29 was “live,” whether on the red carpet, at a high-profile event, or simply at their headquarters, showcasing the features of a new product.

But first, let’s take a step back and look at the social media landscape.