Using Premiere Videos versus Going Live – A Case Study Featured

Wednesday, 07 November 2018 Written by  Published in Projects

 

In trying to be competitive with Twitch and YouTube, Facebook created Premiere as an alternative to users going Live when video streaming.  This new video option, which has been slowly rolling out to business profiles over the summer, officially rolled to all pages on October 2nd.  For all the introverts and perfectionists in the world, this is an amazing tool.

Premiere helps to eliminate marketing anxieties by allowing users to create videos that range from 30 seconds to 3 hours, edit them to their heart’s content, and launch them in a way that performed similarly to a Facebook Live video.  Pages access Premiere by creating a post, uploading a video, and choosing “Premiere” instead of Publish or Schedule.

Once you choose Premiere, you’re given the option to schedule when your video will launch, which is a godsend for busy business owners and social media managers.  Once you schedule your Premiere launch, your page followers receive a notification that you have a scheduled video event and are asked if they would like to set a reminder. If users do not select the reminder button, they do not receive another notification that the Premiere event has launched, unlike a follower’s experience with a Live event.

We experimented with a client’s page who had never used Premiere before.  We first had a Live event and then a week later launched a Premiere video.

Pros of Going Live:

Campaigns can be created to promote Live event, which grow viewership and brand awareness.

Followers received notification when the event started and after.

Engagement was in real-time and the added icons that appeared in the feed spurned other’s to engage.

Viewers could ask questions and pages have the opportunity to answer during the event.

The Live video feed can be saved for future content creation.

Cons of going Live:

Going Live should happen during peak viewing times and it’s important to market the Live event to have the most viewers at a specified time.

Real-time feed meant accidents happen and technical features needed to be tested on a private account to ensure the best experience.  Internet connectivity, microphones, lighting, turning off auto-updates and applying the Do Not Disturb feature all had to be checked off to ensure the Facebook app performed adequately.

A team can go a long way with testing and engagement while one person operates the camera.  Without a team’s engagement, the algorithm may not allow your reach to gain much traction.

On the fly post edits can interrupt the feed so information will need to be carefully planned before the event.

You need to be on a device that can record, run the FB app, and connect to the internet, which means your phone or tablet, so bring a portable power supply.

You cannot boost while Live, but you can run ads after the event.

Pros of Premiere:

Is easier to run marketing campaigns through many channels to reach their audience and increase viewership because you can set the exact launch time.

Ability to record multiple takes and edit on your schedule.

No need to test connectivity if you have time to edit and load in the comfort of your office or home.  You will still need to test microphones and lighting options.

You do not need to rely on your mobile device to record footage.

Post edits can be made easily.

You can pay to promote the post after it’s launched.

Cons of Premiere:

There is notification of when the video will be launched, but this means that you will need to load it at a peak time to ensure many people receive the notification.

Followers do not necessarily receive notifications of the video and if information is time-sensitive it can be lost in the users’ feeds, only to appear days later or never.

Premiere videos do not receive the same engagement emojis (the hearts, thumbs up, etc.) or displayed comments and this seems to reduce the engagement and consequently the rate of impressions.

Overall Facebook Live Vs. Premiere

The Live event had more than 2,500 organic impressions within 24 hours while the Premiere video, which was launched at a similar time of day, received less than 1,000 organic impressions within 24 hours.  The Live event was more than 8 minutes long while the Premiere was slightly over a minute long.  Both were in the same setting and featured the same brand ambassador.  The Live video also had more than 300 clicks and over 160 reactions while the Premiere only had 22 clicks and 23 reactions.

Additional metrics reinforced for us that while Facebook may say Premiere performs similarly to Live videos, it is not a 1:1 result.  Both Live and Premiere videos have better reach than static image posts, but in our test, the Premieres performed only slightly better than a well- scheduled video post.  Engagement is still the key factor with how many views and the reach of the post, and Live is the winner in that regards.  We recommend that you continue to check-in, tag, and use hashtags to get the greatest reach possible.  Follow your insights and promote your video events, whether it’s Live or Premiere, to get the most buzz for viewership.

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