If you’ve ever doubted the power of Facebook live video, I have three words for you: Chewbacca Mask Lady.
The moment Candace Payne turned on her phone, donned a Chewbacca mask and started laughing was the moment that solidified Facebook Live’s role in the future of marketing. As we all know by now, her video went viral, set the record for most watched Facebook Live video, and as of this writing, has racked up well over 150 million views.
Wow! How could anyone have predicted that?
Well, no one could have. The truth is, it’s notoriously hard to know when and how something is going to go viral. A sensation like Chewbacca Mask Lady usually happens by accident so it can be a little like catching lightning in a bottle.
The good news is, there are things you can do to help increase your views as well as the chances of your Facebook Live video going viral. First, though, you need to determine what “viral” means to you and your brand. We can’t all be Chewbacca Mask Lady (that’s a sentence I never thought I’d type!) but we can create our own viral threshold.
For example, a typical Facebook Live video for Kristen Levine Pet Living gets about 1,000 views on average with a reach of 9,100. But recently, one of my videos went viral (by my standards, at least).
“How to get a dog out of bed” was an impromptu, totally unplanned video of me trying to get my dog Chilly out of bed in the morning. Little did I know it would get nearly 3,000 views and reach an audience of over 61,000 to date! Sure, it’s no Chewbacca Mask Lady but for me, it was a huge success and set a new bar for my own viral threshold.
Now, you might think the lesson here from both CML (as she will henceforth be known) and me is that the plan is not to plan. And that’s sort of true. But there are some ways you can increase your chances of catching that elusive viral wave. Cowabunga!
Create Content Your Audience Wants to See
This might seem like a no-brainer but a video won’t go viral if your fans aren’t interested in it. That’s why it’s so important to really get to know your target audience and what they resonate with. There are lots of ways to do this with insights and analytics. But one of the best ways found is to listen to what your fans are saying on Facebook, ask questions and engage them in conversation. After all, social media is all about being social!
Keep It Genuine
If you watch my video about Chilly, you’ll notice I didn’t have any fancy lighting or filters. I wasn’t promoting a product or my upcoming blog post, and my dog isn’t a trained animal actor. It was just a very real moment of a dog being a dog with his own quirks and personality…something every pup parent can relate to.
Tell a Story
As humans, we’re hardwired to love stories, so telling a tale will help draw the viewer in. Don’t worry. It doesn’t have to be long or complicated. If you’ve seen the CML video (and who hasn’t?), she starts out by telling a story of how and why she has this mask before she puts it on and makes history. In my video, I quickly explain Chilly’s resistance to getting out of bed and then show the audience exactly what I mean.
Have a Sense of Humor
If we learned anything from CML, it’s that people love to laugh. More than that, though, they need to laugh! When it comes to stress, laughter really is the best medicine. Not only does it elevate our mood, it even boosts the immune system. And of course, since laughter is contagious, we naturally want to share it with others. So make people laugh. They’ll remember you and tell others about you, too!
If you have a pet business that could benefit from the power of Facebook Live video, I’d love to talk to you about how I can help by leveraging my own platform. Contact me to learn more!