Discover How to Run Facebook™ Ads That Pay For Themselves. → Watch On-Demand Training

FB Live: Content Framework

In this Facebook live I’m sharing my Facebook Live Content Framework.

Hosting a FB Live is like combining a live face to face presentation with a video and of course a whole lot of tech thrown in.

Wow. I know that can sounds overwhelming, but having a content framework will save you.

Why use a Content Framework?

What makes Facebook Live unique is that people are joining your broadcast at all times, more so than during a live face to face presentation. We want to ensure that you are grabbing their attention when they are scrolling regardless of if you are at the beginning, middle or end of your presentation.

In this FB Live, I want to talk about how to structure your content, however in my course FB Live: Plan, Present & Publish, I also share presentation skills and tips. These skills will allow you to keep interest and engagement with your presentation. Techniques such as repeating yourself (but not too much) and keeping your content simple and structured.

Basically what I’m saying is that you need a content framework to ensure high engagement with your audience regardless of when they join your live presentation or view your broadcast.

5 Parts To FB Live: Content Framework

  1. Welcome
  2. Introduction
  3. Main Content
  4. Call To Action (CTA)
  5. Close

Let’s start with part one, welcome.

Content Framework: Part One – Welcome

This is the hi, welcome. I’m Natalie Alaimo and thanks so much for being here. You are thanking people for joining you and checking in to see if they can hear you.

There are two schools of thought when it comes to your welcome sequence. Many people (in my opinion) drag this section out way too long… While they are waiting for a decent size audience you could be waiting 2, 4, even up to 10 minutes. I personally find this super annoying.

My opinion (and recommendation) is to keep it brief. Yes, you might have to a while a little while to get some people live so you can check audio etc but then just get on with it.

Making your audience wait is disrespectful to the rest of your audience. If you are going live without pre-promotion and warning, ie in the moment, then you might need to wait a little longer.

In this section you can also ask people to share your video with people who they think might be interested or get notifications for when you go live. I often forget this (as I haven’t yet added it to my content framework) but it’s a good idea.

Content Framework: Part Two – Introduction

Part one was the welcome and then you move straight to part two – the introduction. This section is super important and you don’t want to leave it out. You will always have people who don’t know you, forget what you do and how you can help them.

Share your elevator pitch – a brief intro that outlines who you are and what you do. In my course – FB Live: Plan, Present & Publish, I share an exercise on how to do this. It’s important to be able to clearly articulate who you are and what you do, even if you aren’t running Facebook Lives. If you can’t do this yourself, then how can you expect your audience to be able to.

I like to start with… If we haven’t met before I’m Natalie Alaimo and along with my mum and business partner, Leonie Alaimo etc etc.

Content Framework: Part Three – Main Content

After you have welcomed everyone and introduced yourself, it’s time to get into the main content of your presentation. In this section, you will provide a brief intro to your content and the teach or share 3 – 5 main points.

Your brief intro is often your why. Remember at the beginning of this video I share how FB Live is different to face to face presentations and different to recorded video because people are joining at different times and you want them to be engaged regardless of when they join? This is the brief intro that frames your content and provides the reason why they should keep listening.

Then you want to share 3 – 5 main points. The less is better. 3 is ideal but I find it hard to stick to that, so often I have five. Breaking your content into sections helps for retention of your message – and helps to build your BelieveMe Bank.

If I just spoke without outlining the sections you would still get value but without any notes or handouts, it can be confusing. So having your main content into sections is vital. I could speak for hours on content and it’s all covered in my course, FB Live: Plan, Present & Publish.

Content Framework: Part Four – Call To Action (CTA)

We have welcomed your audience, introduced yourself, and delivered your main content. And now it’s time to take your audience to the next step. By now you have delivered outstanding value and it’s ok to ask your audience to do something else. Depending on what your FB live purpose and goals are will depend on what specifically is the next step.

  • Building your list – you might have a checklist or cheatsheet on your website they can download
  • Launching (or pre launching) – you can tell people about your course and where they can purchase
  • Running a webinar  – you might ask people to sign up to your webinar

You can ask people to do anything, within reason.

I would always be encouraging people to join your off Facebook community – mainly your email list – at a minimum. I know this isn’t always possible if you don’t have optin set up which is relevant to your FB live topic, but encourage them to visit your website.

While Facebook is awesome and I love what it allows us to do, we don’t own it. They do what they want and make changes however they want, so it’s vital to be building your email list.

Content Framework: Part Five – Close

Yeah! We made it to the final part. The Close. During the close you have one main job and a few smaller ones. The main one is to summaries your content and reinforce/repeat your call to action. Reminder people what you spoke about and how to they can do more with you – either via a paid offering or joining your list.

Other smaller ones including opening the floor for questions, thanking everyone for attending and telling them when you are planning on going live again.

If you are just starting out, don’t open the floor for question. Just summaries, reinforce your call to action and leave. If you haven’t had enough practice live questions and be daunting and you might say something you didn’t want to. Work up to this.

If I’ve been live for a long time, I won’t always open the floor for questions but encourage people to type them in and I’ll come back an write an answer. The choice is yours.

Wow. We made it to the end of the 5 part Facebook Live Content Framework.

Having a framework allows to you ensure you get your message out in a way that helps your audience to build a relationship with you and gains value from your presentation. When you build the know, like & trust factor or BelieveMe Bank is when you can move people into paying customers.

I love Facebook live for the fact that it’s free, boosts my BelieveMe Bank and has amazing organic reach. It’s for this reason that I wanted to help as many women in business as possible gain traction with their own Facebook Lives.

I know if you haven’t done video, let alone live video, it can be overwhelming. You have to work out your content, the tech and of course how you look. Most of it comes down to confidence and having a strategic plan.

I’m currently building my latest course – FB Live: Plan, Present & Publish which takes you through the three main steps of Facebook Live.

Plan: What you do before you get on camera: think content, title and description, tech set up etc.

Present – while you are on camera, presentation skills and having your audience retain your message.

Publish – what to do after the live. How to repurpose your content for maximum impact across multiple platforms. Plus bonus on ‘getting yourself together quickly’ and the FB messenger bot.

All the details are available here – FB Live: Plan, Present & Publish.

Hello, I'm Natalie

I’m here to help women-led businesses do marketing and social media ads differently.

I’m here to help you use Facebook and Instagram Ads to market your course, membership or digital products in a way that feels good for you AND gets you the results you need. So you can make a bigger impact in the world with your mission and your message – FAST.

the ads profit planners product mock up

Do-It-Yourself Ad Profit Planner

Create or optimise your DIY Ads campaign.

This straightforward, practical tool will help you get clear on your goals and empower you to make smart and informed decisions about when to invest in Facebook and Instagram ads.

What’s your personal path to amplify your message?

Discover how to use Facebook + Instagram Ads in the right way for YOU so you can amplify your message and grow your impact-driven business.


Pin it

You might also like..
Business Lessons from Moana

Business Lessons from Moana

Over the weekend, for what felt like the hundredth time we watched the Disney movie - Moana. My son, Max loves it and I've seen bits and pieces of it. But it wasn't until I...