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This blog was featured on 03/23/2018
How Authors Can Nail Their First Facebook Live Event
Written by
She Writes
March 2018
Written by
She Writes
March 2018

Facebook has made it abundantly clear to users that video is the future of their platform. For anyone trying to use the social media giant to promote their work, video should definitely be on your radar.

Forbes reported on a collection of stats that every author (and truly anyone with any business) should take note of:

  • 90% of users say that product videos are helpful in the decision process (Source: Hubspot)
  • Social video generates 1200% more shares than text and images combined (Source: SmallBizTrends)
  • Video posts on Facebook have 135% greater organic reach than photo posts (Source: Social Media Today)

If you are looking to tap into the video marketing world, a great place to start can be using Facebook Live. This tool allows anyone to broadcast to their audience using video with the click of a button.

As easy as it is to launch a Facebook Live and start speaking to the world, a little planning can help make sure it goes well and delivers results. Whether you’re promoting a new book release or hosting a Q&A with fans, the more prep you do, the happier you’ll be with the end product.

Plan and Promote

A successful Facebook Live isn’t spontaneous. Planning ahead for when you’ll go live not only gives you time to prepare for the event, but also helps ensure you have an audience in attendance.

Too often authors will push the “live” button only to find very few tune in. This can sometimes be ok, especially if your video doesn’t depend on live engagement, but in most cases, authors would prefer an audience.

So instead of jumping all in, let your fans know where you’ll be and when. Send newsletters and promote on social so people can plan to tune in. We would recommend collecting questions from fans ahead of time even to help support your material.

A Facebook Live will have a better organic reach than most kinds of posts, but with some planning, it can go even further.

Lighting, Sound and Scripts

There are a few elements crucial to a polished video.

Having great lighting will make sure the picture quality is as high as it can possibly be. Natural light is ideal, but if you can’t film near a window, be sure to collect a few lamps behind your camera to amp up the lighting in a darker room.

With the built-in cameras and microphones on most modern computers you typically don’t have to worry about sound quality, but make sure you test before you go live. If you feel like you’re struggling to hear a recorded test, it may be worth investing in an external microphone.

Though most live videos will not work well scripted, jotting down some notes and practicing what you’ll say will help avoid stumbling when you have some live jitters.

Encourage Engagement

In the time leading up to the event, let your audience know if they will be able to ask questions or participate in the conversation in anyway. You can even offer entry into a giveaway for anyone who joins.

Once the Facebook Live begins, remind people how they can participate by encouraging them to post questions in the comments and share the video.

End on a CTA

Understanding the purpose of your video is an important part of execution, but it should also help guide you towards how you should end the video.

Whether you’re trying to drive pre-orders or encouraging fans to attend a local event, make sure you give your viewers a call to action.


For some, a Facebook Live covers a very current and immediate news announcement. However, if your video has some evergreen quality that viewers can enjoy beyond the live broadcast, you can use some paid promotional opportunity to help your message go further.

Boosting your Facebook Live video after you’re done broadcasting can help you gain hundreds and even thousands of views at a fairly low cost.

Using video on social media is one of the smartest marketing moves authors can make today, but diving in can be a little scary. Make sure you’re prepared and you’ll find that it’s one of the best, and most fun, ways to promote your work.

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