How to Tap the Power of Storytelling with Facebook Live

@marismith @buzzsumo
How To Tap the
Power of Storytelling on
Facebook Live!
by Mari Smith & Susan @ BuzzSumo
1
LIVE TRAINING

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3000 Most Engaging Videos on Facebook
Column1 total interactions comments shares likes
Average 1,008,727 88,471 592,621 327,634
Median 752,737 47,790 410,358 262,441
Minimum 228,723 467 1 3,109
Maximum 8,479,543 2,509,367 6,426,345 2,642,631

Research shows common elements in the content people like to share:
EMOTION CONTEN
T
TOPIC FORMAT PROMISE
Amusing Video Trendy Recipes How to
Inspiring Facts ●Celebrities Lists DIY
Beautiful Quotes ●Pokemon
go
Quiz Practical
Tips
Surprising Charts Evergreen Stories Complete
guide
Controversy Images ●Cute kids Research Personal

The most engaging videos on Facebook follow the same patterns
1. Inspiring
2. Animals
3. Amusing
4. DIY
5. Recipes
6. Celebrity
7. Cute kids
8. Shocking
9. Controversy
10.Beautiful
11.Warning
12.Contest

Frequently occurring words and phrases in most viral messages
1 like our page for more
2 get the full recipe
3 like share and comment
4 to spin the wheel
5 beauty and the beast
6 step by step instructions
7 how to make
8 by occupy democrats
9 the best

Frequently occurring words and phrases in most viral messages
11 trump
12 people
13 know
14 first
15 trailer
16 today
17 donald
18 dog
19 year
20 love
21 world

The Dodo Site, Cute Kids and Animals: 8.4 million total interactions

Power of Positivity, Inspiring: 6 Million interactions

BuzzFeed Tasty, Recipe: 6.7 Million total interactions

The Lava Lamp
Effect
The Lava Lamp
Effect

BoredPanda 2.7 million
interactions
ABCNews 163,000 interactions

Elements of a
story
Setting
Characters
Conflict
Resolution

Even the shortest clips can have story elements!
World Surf League
2.5 million total interactions

Set your product in the context of a story
Edinburgh Casting
3.7 Million
Interactions

If my company is B2B, can I use video
storytelling?

950 Most Engaging Videos B2B Industry Facebook Pages

950 Most Engaging Videos B2B Industry Sites

Try this
Employee stories
Explainer stories
Office tours--with a twist
Volunteer work
Tell customer stories
Remember: Facebook is about everyday life--
parenting, kids, jokes, stories, growing up,
forgiveness, thankfulness, life issues,
celebrities

Senior Manager of Global Advertising, Yogi
42.7k interactions
Oracle, Employee Story

Bruno Borges, Principal Product Manager at Oracle,
shares the joy of having 9 #goldenretriever puppies.
What a ruff life. #NationalPuppyDay
794 interactions
Oracle, Employee Story

VMware, Corporate Campus through the eyes of turtles
229
interactions

SAS: Two pilots on day 1 of a new route
6730 interactions

Symantec: Explainer video as a story
84 Interactions

“Live television in your pocket.”
~Zuck
It’s not just for celebrities.
“Live video can tell stories as
powerful as any film, it’s just
the language is different.”
~Ariel @UrbanistLive
29
Facebook Live
~Ariel @UrbanistLive

Everyone loves a good story.
That’s especially true when it comes to advertising.
“Campaigns that tell a brand story BEFORE asking
people to buy something are significantly more
effective than ones that focus immediately on
encouraging people to take an action.” ~Facebook
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Storytelling on Facebook

@marismith @buzzsumo 31
THUMB-stopping!!!!
Craft for MAXIMUM SHARES
“OMG, I must share this! Now!”
Mari’s Top Content Creation Tip

3-act structure (screenwriting)
Set-up
Confrontation (Build-up/challenge)
Resolution
Aristotle: “Tell them what you are going to tell
them, tell them, then tell them what
you told them.”
32
Facebook Live - Planning

Quality from the first frame
High energy, personal, authentic
Emotion through motion – Ariel @UrbanistLive
Relatable, relevant
Human interest
Entertaining, inspirational, educational
Length: 10-90 minutes
Thumb-stopping!
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Facebook Live Tips

Facebook Live/Video Examples

Square performs better on Facebook &Instagram
Square gets +28% more video views than landscape
Square (1:1) get more likes & shares than landscape
(16:9)
Square takes up 78% more screen space than
landscape
Square videos have a +67% higher view completion
rate
People gaze 5X longer at video than at static content
on FB& IG.
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It’s Hip to be Square!

Facebook Live 360

Mobile
iOgrapher
Cases, mics, lights, tripods, etc.
Smove (gimbal)
Desktop
Camera
Lights
Microphone
Background
Studio
38
Facebook Live Gear

3rd party tools:
Mobile and/or desktop?
Include guests?
Share your desktop?
Preload media?
Free or paid?
Quality of stream?
39
Facebook Live Platforms

Coming soon!
New online training course
COMBO:
Facebook Live
Facebook Video
Facebook Ads
www.marismith.com/fblive
41
NEW! Facebook Live Success Secrets

May The Fourth Be With You
WIN Star Wars Schwag!
Just comment to enter! 
43
HAPPY STAR WARS DAY!!

How To Tap the
Power of Storytelling on
Facebook Live!
by Mari Smith & Susan @ BuzzSumo
44
Q&A!

How to Tap the Power of Storytelling with Facebook Live

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How to Tap the Power of Storytelling with Facebook Live

Editor's Notes