How Brigham and Women’s Hospital Found Success with Facebook Live
// By Melanie Graham //
There’s no denying the popularity of Facebook’s live video feature. Within a year of its site-wide launch in April 2016, broadcasts quadrupled, and one in five videos on the platform was live.
Meanwhile, users showed a strong response out the gate, even before the feature was available to everyone on the platform. According to Facebook, a live video is more likely to be viewed and commented on, compared to prerecorded content.
Amanda Rayno, senior social media strategist at Brigham and Women’s Hospital
For marketers, Facebook Live is a new and exciting way to engage with audiences. But live video can come with some hesitation and a list of logistical questions. Nevertheless, social media experts at Brigham and Women’s Hospital (BWH) recommend facing your fears and taking the leap into Facebook Live streaming.
“If you have the resources and capabilities to explore Facebook Live, do it,” says Amanda Rayno, senior social media strategist at BWH in Boston, Massachusetts. “It has helped us amplify our message and further engage with our audience.”
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