Concept Development and Creation
Concept
Post Copy
We kept our post test content very short and simple. A choice between two state rivals with a third option o support both. Ideally, We would get this copy down to just one line and even use UPPERCASE to bring attention to specific info.
Our key demographic was women between 50-60. Many are active on Facebook but may not be aware of the technical updates on the social media platform. In fact, many younger users are also unaware of how emoji polls actually work. Often they only comment their vote without knowing you can enact emojis beyond the thumbs up/like icon on a post. That’s why we added several lines of text informing users young and old alike about how to cast their votes.
Setup and Details
Our technical setup is typical for live emoji poll broadcasts with a couple points of importance.
Audio
We always try to include audio into our polls. In this case, it was a looping track of birds chirping in the woods. Very calming peaceful and perfect for this video.
Streaming Bitrate
We also keep our bitrates for streaming to a minimum to allow for maximum auto-play function across devices with slower network connections. We do this by lowering the framerate to 24fps or lower with streaming bitrates of between about 300 and 600 kbps.
Live Broadcast
We typically shoot to have a live broadcast up and running within between 10 and 30 minutes of starting the setup process. We confirm we have a solid stream without errors before we go live.
Selective Sharing
How do you get a post in front of the right people? This is the secret to the success of posts like these. When we have a quality post that we are sure is worth people’s time (typically not salesy, not boring, not self-promotion) we incorporate selective sharing strategies to groups and pages.
note: It is imperative to know that this strategy only works with the best content that is valuable to your target group to which you are sharing. Sharing bad, spammy, salesy, or purely self-promoting content will ultimately hurt your client’s brand and your standing with Facebook and/or with the groups and pages you would typically share to.
Long prior to this post’s release, we researched groups and pages that fit within the demographic of the client and varies types of posts. In the case of Ozark Regional Land Trust this included groups and pages related to: regional outdoors, local outdoors, regional history, local history, outdoor recreation, and niche topics and themes.
For this post, we had a wide range of groups to share the live video with which was very helpful in its success.
Post Copy and Strategy on Shares
One of the CRITICAL items to sharing a live emoji poll is understanding that “votes” (reactions) on a shared post do not count toward the tally that is displayed on the screen. That is why this post has over 1,500 total reactions but only about 300 that were cast as votes on the live poll.
With that in mind, we made sure to include instructions in our post copy that informed and instructed viewers how to properly vote. In the future, we may try to incorperat the instructions into the video stream asset itself as well.
Final Results
