In the previous episode we discussed all of the things you need to think about and do during your broadcast. In this episode we’re going to talk about what to do immediately after you finish broadcasting.
This is part of a free content series called the Definitive Guide to Facebook Live.
To finish our discussion on Facebook Live checklists we're going to cover some critical steps that ensure you and your audience get the most value out of your broadcast.
Unless you already have a large social media following, it's likely that there will be far more views of your video after your live broadcast. These are replay views.
If you delivered great content during your live broadcast, you want to re-purpose that content and share it across as many channels as you can.
In this episode you'll learn:
- Finalizing your video and post
- Shutting down and preparing your studio for the next broadcast
- Enhancing the reach and value of your broadcast
- Re-purposing your content
- Download the free checklist
- Modify the checklist to suit your workflow
- Use the checklist to prepare for your next live broadcast
Links and resources mentioned in this episode:
Transcript DownloadDownload a PDF of the Transcript
Hey everybody. Dave Ziembicki here, welcome to Strong Start.fm. My mission is to help you design, automate, and outsource the technology of your online business. In the previous episode we discussed all the things you need to think about and do during your Facebook Live broadcast. In this episode we’re going to talk about what to do immediately after you finish broadcasting. This is part of a free content series called The Definitive Guide to Facebook Live.
To finish our discussion on Facebook Live checklist, we’re going to cover some critical steps that ensure you and your audience get the most value out of your broadcast. Unless you already have a large social media following, it’s pretty likely that there’s going to be far more views of your live broadcast after you’re done going live than during. These are called replay views.
What that means is that you finish up your live broadcast, it gets uploaded to Facebook and that will persist basically forever and what’s going to happen is over time, more and more people are going to view that video after you’ve gone live. There’s a number of different things you want to do to make sure you get the most exposure for that video and that you tweak a couple of setting and so forth to make it more discoverable.
Also, if you delivered great content during your live broadcast, you’re going to want to repurpose that content and share it across as many channels as you can. So your check list for after your live broadcast should include a couple of this following steps: Finalizing your video in post, shutting down and preparing your studio for the next broadcast, enhancing the reach and value of your broadcast, and then repurposing your content. Those are the four topic areas that we’re going to dive into in this check list.
First topic is finalizing the video and post. If you’ve broadcasted from your phone, what the app will do is upload a higher resolution version of the video to Facebook after you click the “end broadcast button”. What you’re going to want to do is make sure that that’s enabled and that upload successfully completes. You can also edit the video post and update things like the title and tags and captions and thumbnail and so forth after you’ve completed the live broadcast.
So some of this things you can set a title on the description and a few things ahead of time. Then others, you can update those settings afterwards. The tags are a little bit nebulous but they make the video more discoverable in search on Facebook. So ideally, you want to put in some key words there that are relevant to the video or relevant to your topic area and that might help that video show up a little bit more on Facebook search.
Today, that’s really one of the final weaknesses that Facebook hasn’t quite addressed yet is search across the platform and especially search into video and other content. It’s obviously nowhere near what YouTube is in terms of search capability, but eventually they’ll get there and that’s why you do want to update those tags and make sure that your proper keywords and things like that are in all of the right locations.
The topic of captions is an important one. A lot of these platforms are moving to try and automatically generate captions but as we’ll talk about later, there’s also some ways where you can take the audio from your video and have a more professional and sort of human based captioning service go through and create the transcript of the captions for the video for you, then get those uploaded back to Facebook. There’s a lot of data floating around that shows that videos that do have captions tend to have more engagement and more views because a lot of people start playing these videos without sound on.
While Facebook is just recently announced are going to change that in default to having sound on, by having those transcripts on there, you just open up some different places and methods where users might be able to consume your content where maybe they can’t have audio going or they don’t have their headphones or something like that.
So it’s a good thing to do from a reachability perspective and also it’s a good thing to do from what’s called an accessibility perspective, which is obviously there’s plenty of people out there that are hearing disabled and they’re obviously not going to be able to do much with your video if they can’t hear you and you’ve been talking into the camera the whole time and there’s not those transcripts on there. So it’s good to really consider that in a deep way for a couple of different very good reasons.
If you have broadcasted from your phone, one thing that you definitely want to do is save or download the highest resolution version of the video, if you’re using tools like Wirecast or OBS or some of the more professional and elite broadcast methods, those are going to give you a number of different options for recording. The bottom line is you want to get a copy of the highest quality version of that video downloaded because later when we talk about repurposing your content, there’s some things you’re going to do in terms of editing those higher resolution files.
If you did record in something like Wirecast and if you're at the more professional or elite levels and you had multiple camera views or a mix of live and recorded content, some of the version of those software like you do something that’s called recording your isolated camera shots. What that means is most programs will let you record the final output and if you happen to be switching between two or three different cameras, your final output will be just what was live or on the program feed at that time.
If your software allows you to have ISO or isolated recordings, what that means is that you can record each camera independently and the reason that might be important is because you might want to reedit this video or cut it up into different segments later and it might be nice to have the full recording of each of those camera angles. Generally, I don’t do this on a every video that I record but on a lot of them, especially if I’m demonstrating something and I’ve got an overhead shot and a head on shot and a side angle shot or something like that, I want to have the full recordings of each of those shots.
Because later in post, if I’m going to cut the video down into something that’s shorter or quicker or basically any other different format, I want to make sure I have all this camera shots so I can edit back and forth between those. So that right there is actually one of the reasons why I’m investing in moving from professional on up to the elite level in my studio because I’m going to usually have two to three to four different cameras running. Especially if I’m doing anything with a hands on demonstration of equipment or anything like that and I do want to have full quality recordings of every one of those camera angles so that later I can do a number of different things in edit.
Again, just one reason why you could potentially move up to some of the higher levels there. In future podcast and blog episodes, I’m going to cover a bunch of different ways to do that. I’m using toward the higher end with expensive cameras and STI connections and all kinds of different crazy technology, but there’s also some really interesting software solutions out there that just let you use three iPhones or three iPads and record everything and switch between them, and a couple of different things in between. We’ll talk about that in some future episodes.
The next topic area of the checklist is preparing your studio for the next broadcast. If you’ve just wrapped up, obviously you want to turn off all your cameras, your lights or any other equipment that you might be using. If you need to break it down or put away your equipment, put those steps on your checklist, make sure you do that the same every time. One of the big ones, fairly obvious but I tend to forget it as well if I don’t have my checklist going is be sure to recharge all your batteries and then take them off the chargers when they’re done.
One of the problems I’ve run in to on my studio is I have LED lighting panels for my three point lighting and I have these really high capacity V-Mount batteries that power those lights because I don’t want cords all over the place and I don’t like a cluttered up studio. But one of the challenges is that particular battery, it’s about $200 per battery. So it’s crazy expensive and I’ve actually bricked two of those batteries accidentally by letting them discharge too far.
Now, I’ve argued with manufacturer a little bit there that I don’t think it should have discharged so quickly, it was only a couple of days or something like that but the mistake was not charging it fully once I was done and then not taking it off the charger. Because in one case, I went away for a vacation, we actually had a power outage at my house and the particular power connection that I had this thing connected up to didn’t come back on when the power came on.
So the battery sets are on the charger, discharged while I was away, you get back and then boom, you’re out that dollar amount. Now luckily in one of these cases, the manufacturer worked with me since I bought a bunch of this from them and they were able to send me a replacement. But just something sort of stupid mistake because I didn’t have this shut down check list of put it on the charger, as soon as it’s done, take it off. Definitely do that across all of your batteries.
Next thing you want to do is to be sure to copy any of the recordings that you did during your broadcast from removable media over to some form of redundant or online storage. Basically, most of my cameras record either to SD cards or to SSD drives and when I’m done recording those, I want to get them on to high availability storage. That can be as easy as just throwing all the stuff over on Dropbox and making a copy of them off of that removable media. Another thing I’ll talk about in a future episode is I’m in the middle of building a new storage system for my network as well so that I will have highly available storage local, to my house and to my studio, and then the backup copy will be up in the cloud.
There’s a number of different reasons for that, especially moving up to 1080p and then certainly once you get to 4k, the files are enormous. I mean, you’re hundreds of gigabytes for an hour long recording or something like that. So I’m going to have a very high speed storage system and network locally for when I’m doing my edits for my prepared videos and then I will use the cloud basically as that backup storage because in a lot of cases it’s going to take a very long time with my very slow internet connection to get all that storage up into the cloud.
So I want to make sure I have high availability locally so that I don’t accidentally lose any data or anything like that or anything I’ve recorded while I’m waiting the day it will take me at least to upload a 4k file to Dropbox.
The next step here I think is a really key one that most people don’t do, which is, if anything went wrong that you need to fix during your live broadcast or if you happen to learn something of value as you were delivering it, make sure you take the time to update your checklist and templates or your notes to make sure you start building that into your standard operating procedure.
This is how you get better over time more quickly, right? If you do two or 300 broadcast then yeah, you’re going to eventually have all this stuff memorized and you’ll be able to do all these steps in your sleep, but especially if you’re in your first 10, 20, 30, 40 live broadcast like I am, you want to be continuously improving. It might be something as simple as “my keyboard was too far away during the live broadcast and I have to move out a frame to switch between sources.”
Or something like that or maybe you had to look down a lot and have Wirecast or OBS and, you know, if that’s what you’re using to flip between settings or switching when you know that software has hot keys. If you just memorize this hot keys, you wouldn’t have to look at the app to switch between sources. Each time you broadcast, it’s pretty likely especially in the beginning that you’re going to find some things where you want to add those to your checklist so that next time as you're prepping for your broadcast, you can look and say, “Oh yeah, I remember last time I had that problems with sources, I learned the hot keys, I want to make sure to use them this time.”
If you do that pretty consistently in your first 10, 20, 30, 50 broadcast. You’re going to get better, faster than if you say, “Oh I forgot it this time.” And 10 times later finally or 10 episodes later finally you remember it. Again, one of the values of this checklist and constantly updating them is really going to increase that pace of how quickly you get better at doing this. Once you’ve shut down your studio and it’s ready for the next broadcast, which you then want to spend a fair amount of time on is enhancing the reach and value of the broadcast that you just completed.
There’s a range of different things you could do here. One thing you could do, obviously since it’s Facebook, is you could boost that video post to expand its reach. One of the reasons why I emphasize the Facebook Live video so much right now is they are giving you a lot of additional free reach. In my case, I’ve just started really trying to ramp up my Facebook presence in the last six months. Anything that I post to my Facebook page gets minimal views by default. If I type in a text post or share a blog post or any of those types of things, there is very minimal organic reach at this point because I’m still building my fan base there and just because Facebook is deemphasizing that. They want you to pay for advertising if you’re a brand or a business to get your content in front of people.
However, the live videos in particular, Facebook is giving a lot of reach. While I haven’t done any formal testing, I did have a week where I did about five to 10 normal Facebook page post of text or sharing blogs and content and so forth but in that same week, I also did a couple of live broadcasts. The live broadcast got between 50 and a hundred times the organic reach. Something I might post up my Facebook page, maybe 30 or 50 people see that but some of these live videos, even though they were pretty simplistic might get a couple of hundred views of that video. Again, it’s because Facebook is emphasizing the live video more.
So you might get some free organic reach there but obviously you can also boost those video post to expand the reach. Generally, what I’ve been starting to do just to try and, you know, because I’m starting from a low base here is to boot all of my post that reference my existing content.If I create a blog post, I’ll do a Facebook post about it and then I’ll boost that post. It could be for as low as five or $10 or up to 50 or $100 if your budget is higher or the sky is the limit if you have a huge budget.
For the live videos, I’m starting to do the same, I wouldn’t do that for my daily show that I’m about to startup most likely but if it’s a particularly good show or if I’m doing a dedicated show on a specific topic then yeah, I’m going to consider a 10 to $50 boost for those things just to continue to build awareness of the videos there and hopefully pick up people that are sharing and commenting and liking and following.
If your video is short and has a strong call to action then you could also consider running it as a Facebook ad or a Facebook ad to content. If you happen to listen to this podcast but you also read my blogpost or any of my other channels, you know that I basically cover content by topic for usually about an entire month. We’re in the middle of Facebook month here on the podcast on the blog and so, what will happen there is I’ll have a ton of different content that’s related to the same topic.
It may make sense for me to take a chunk of a live video where I talk about something related to this particular topic and then run that as an ad. Or run an ad for one of my lead magnets that’s related to this topic and point it to the video. It’s just something to think about in terms of there’s a bunch of different things once you’ve got a video sitting there on Facebook that you can do with it ranging from boosting the post, running ads with that video as the media or any combination of those particular options.
The other thing you want to do with your video, again, thinking back to what I said earlier about how the majority of your views are likely to be replay views after you’re live is you want to continue monitoring and replying to comments on the video. Usually what will happen is the replay views will spike in a couple of days after you go live and then they’ll tail off after that but you want to make sure that you're paying attention to your notifications and then going back to those videos and make sure you’re engaging with those replay viewers and listeners. Because they’re going to be just as likely to comment as the folks on your live video.
Especially over time, if your audience sees that you do take the time to do that, That I think tend to increase in engagement as well. If they know that the opposite would be, if they see that you only ever reply to comments while you’re live and then not afterwards, it’s probably going to discourage people from really paying attention to those replay views. However if you know that for the five days after, given broadcast, they know you’re going to be in there responding to comments then it’s going to drive up the engagement on that video.
Then depending on the topic of your show, you want to continue to mention and link to your broadcast on your social media channels for a couple of days after the live broadcast. Now, this will depend on your topic area, I mean, if you’re talking about the news of the day or something like that, then you’re obviously not going to talk too much about that video five days later. But if you do a weekly show and you have really significant content in there, then yeah, you’re definitely going to want to be referring back to that for a couple of days after the broadcast to make sure you get as many people viewing the video as possible.
Related to that is the fourth and final topic in your after your broadcast checklist, which is repurposing your content. Probably most listeners of the podcast have already heard me talk about this or other sources out there but, you know, the quick description is repurposing is basically taking one piece of content and then using that in multiple locations or multiple channels. It’s one of the keys to productivity in this online business world that we’re all either in or entering, which is you’re really in a race against time when it comes to content.
There are so many different sources out there screaming for your audience’s attention and creating good content takes time. There’s no getting around it, it takes time to prepare for a good podcast episode. Definitely takes time to prepare for great video content and written content. Once you’ve thought of some great ideas and you’ve communicated those ideas in one form or another, you want to repurpose or get those ideas out in as many different channels as possible.
So there are a number of different ways to do repurposing. I mentioned my strategy here which is I go with topic themed months across all of my channels. When we’re talking here and we’re inside of the Facebook Live month, as I mentioned, I have a ton of content; multiple blog posts, multiple podcast episodes, multiple videos. Those core pieces of content, the written, the audio, and the video get broken up and chunked up into a number of different areas.
Obviously they go on my blog, they go on Facebook, my podcast gets published, some of the imagery gets turned into Instagram posts, a lot of the text might get broken up into multiple tweets or multiple smaller Facebook page post for my brand page. Some of the things might go into my free Facebook group. Behind the scenes, one of the reasons I have a lot of Facebook Live content is I have a course on Facebook Live called “Learn Facebook Live” so I obviously created a ton of content for that and I’ll link to that over on the show notes.
You know, because I created a huge amount of power points and blog post and my Definitive Guide to Facebook Live, which I mentioned a couple of times. In this particular topic area especially, I have a huge amount of content to pull from and put across a number of different channels. So for your checklist, you want to think about your different channels and where you’re going to repurpose that content. As I mentioned, one thing you can do is have your live broadcast transcribed professionally.
These networks, YouTube and Facebook in particular, are starting to enable transcripts of videos automatically. You’ll upload it and then you know, a certain amount of time later, you’ll have automatically created a transcript and they’re obviously using algorithms and automation to do that, but they’re getting better and better so they may be good enough for your particular broadcast.
If not, you can also use third party services like Rev or Speech pad that will let you upload your file and then take the audio and create a transcript out of it. There’s a number of different ways that you could get to the point where you have a text based transcript of your video. Once you have that, obviously, there’s bunch of different things you could do with that. You could turn that text into a blog post, you could cut it up into multiple tweets or other social media networking posts and, you know, anything else that you might do with text content.
If in your broadcast you used defined content segments like we talked about in some of the previous episodes where you’ve got blocks of your video that have strong introductions, content and some reason, calls to action, you could split those out into standalone videos. Maybe if you’re doing a half hour live show on Facebook every week with a couple of defined content segments in there, you could break that up and put those up on YouTube or some of the other video channels.
Basically that 30 minute video might turn into three different content segments that you can upload throughout the week on your YouTube channel. Obviously, any of the videos that you might create including the source and then the various flavors that you might edit, you can embed those into your blog and there’s a number of different ways to do that, obviously. You could extract just the audio from your video using some tools that I’ll link to in the show notes over at strongstart.fm/013 and those tools let you basically strip out the audio from the video. So you might take that audio from your live broadcast and just turn that into a podcast episode.
How far you go with a repurposing is just really going to depend on your content and your audience and what you're trying to do there. In my particular case, I’m not really a huge fan of saying, “Okay, I’m going to do a live broadcast and then I’m just going to take the audio and turn that into a podcast.” I think the more you can create content specifically for the channels that you’re using, the more likely that content is to resonate with your audience. But at the same time, if you don’t have time to do that then it’s probably better to compromise a little bit there and take that recording and turn it into a podcast if the alternative is not having a podcast at all. That’s something to think about in your particular space and what’s going to work for your business and for your brand.
Of course, once you’ve taken the time to chunk up all of this content, you want to make sure that you’re getting that out to your audience. So there are a number of different tools that you can use to schedule this post and this updates and so forth; Hootsuite, Buffer, Meet Edgar. I’m moved over to start using CoSchedule for most of my social media scheduling because it’s highly integrated with my blog. But there are a number of different ways that you can do that. There’s a lot of things you can do with this content repurposing.
Repurposing in and of itself is another check list that I have that we’ll talk about in a future episode because what’s really interesting about that topic is, the vast majority of this things that I just mentioned here and that you might do and repurposing are able to either be automated or to be easily outsourced to a virtual assistant. That’s something that I’m in the middle of doing here, which is once I have my core content, whether it’s a podcast, a blog or a live broadcast or video that’s been delivered, I want to be 100% hands off after that point but I want those core pieces of content turned into 20 or 30 or even up to 50 different pieces of social media updates.
So what I want to do is really highly leverage my time and say, “Okay, well it takes me an hour or two to record a podcast, it takes me an hour or two to prep and deliver a video, it takes me several hours to create a blog post. But after that, I want that repurposed as much as humanly possible and I don’t want to spend any time on that.” So that’s something that I’m using my virtual team for, automation, and a number of other different things that we’ll talk about in future episodes.
Again, when you see some of this influencers out there like if you're a follower of Gary Vaynerchuk, he creates awesome content but he has a massive team of people behind him to do that. He offers that out as a service for I think it’s $25,000 a month. Basically, for $25,000 a month, you get an entire crew that is going to take your core content and just turn it into a huge amount of other forms in repurposing and social updates and so forth.
You can obviously do that for far less. Virtual assistance you can get for five to $10 an hour. Obviously they may not be great videographers like Gary Vee has but they can do things like take text and find the interesting quotes in there and turn it into a tweet. You know, they can take images and put them on Instagram. They could use some of this tools that I’m talking about to split audio from video and help you repurpose that content.
So there’s obviously a huge spectrum you could do there in repurposing and I was using the one example there just as an extreme case of what that looks like at the super high end. It doesn’t take a huge amount of money to get there. Again, if you use proper use of automation and proper use of outsourcing, which is obviously the purpose of this entire podcast. We’ll go into that a little bit more in future episodes.
Exactly what you do in your checklist in terms of repurposing, it depends on the social media channels that you use. I call that your “minimum viable platform”. You should customize the checklist that we’ve talked about here, obviously. to meet your needs. As always, I recommend that you go over to the show notes and download this checklists that we’ve talked about in the last couple of episodes. Start using them, modifying them, and basically tailoring them so they meet your requirements for your live broadcast.
Now, in the next episode, to continue and then close out our content month on Facebook Live, I’m going to talk about some new and interesting ways to go live on Facebook from your computer and using webcams and some other relatively inexpensive technology to really up your game as compared to just broadcasting from your smart phone. For a link to The Definitive Guide to Facebook Live and all the other resources that I’ve mentioned in this episode, head over to the show notes at strongstart.fm/013.
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