Have you attended a Zoom event in the past 12 months? If so, you’re not alone. According to Business of Apps, Zoom usage increased 67% between January and March in 2020. Around the same time, Zoom also joined TikTok as one of the only apps installed over 300 million times in a single quarter.
When the pandemic started, organizations had to change everything. Gone were the days of visiting a colleague’s office to ask a question or crowding around a table to discuss a new product or service. And for many businesses, in-person events came to a quick pause.
Virtual Admissions Events
My work in graduate admissions was no exception. In “normal times,” admissions counselors often offered face-to-face advising sessions and traveled to grad fairs in hopes of building relationships with future students. Recruiting new graduate students also traditionally involved planning open houses, campus tours, information sessions, accepted student receptions, and new student orientations. Under Covid-19’s new rules, these events were impossible. We instantaneously had to figure out how to create exciting and meaningful events that would appeal to prospective students.
And, for the most part, we did. Like many other colleges and universities, we relied on Zoom. And Zoom was pretty good. Can’t host a Lunch and Learn event to recruit for teacher education programs? Create a Zoom meeting. Too dangerous to plan our annual on-campus Open House? That’s okay. Create lots of different Zoom rooms. What to do about Accepted Student Receptions? Get on Zoom, but with breakout rooms for every department!
Our admissions team has hosted over 100 Zoom events within the past year. I would consider almost all of them a success based upon the number of registrants, information shared, applications submitted, and technical ease for attendees. However, after planning and participating in so many Zoom events, I felt tired of the platform. I wondered if prospective students felt the same way.
After all, Zoom fatigue is real. As Stanford University points out, joining a Zoom meeting often requires excessive eye contact, limited mobility, and staring at yourself for long periods. It’s all exhausting.
Ask Me Anything
Last summer, I began questioning if we could offer more fun and less draining experiences for our future students. During that time, we still faced so many unknowns about the fall semester. We didn’t know if classes would be in person or if internships would still be possible. And new students understandably had a lot of questions, too. While chatting with my supervisor on a Friday afternoon, I casually asked: “Wouldn’t it be cool to offer an Ask Me Anything event for accepted students… the same way that people do on Reddit? We could invite newly accepted students to connect in a relaxed setting and ask the Director of Admissions all of their questions.”
My director loved the idea and asked me to start developing the event straight away. And, just like that, our first AMA event began to come to life. As I planned, I knew one thing: I did not want to use Zoom. I considered a few different platforms but ultimately decided on Facebook.
Facebook Live
Facebook is still the most-used social platform in the world. Furthermore, it allows users to broadcast live with ease. Hubspot reports that live streaming video has exploded in popularity, particularly on Facebook Live: “Why are marketers getting so excited about Facebook Live? Because it’s a fun and fairly simple way for them to use the power of video to communicate their brand stories, and build authentic relationships with fans and followers — in real time.”
Within a few weeks, I made the event registration form, created a communications plan, designed promotional graphics, sent email invitations, and posted social media content. 24 students registered to attend.
As the event came closer, I grew nervous. Would students show up? Was Facebook the wrong platform for this kind of event? Would the technology work? Why did I suggest this at all?
Thankfully, the event went off without a hitch. Our director is a public-speaking, event-hosting, student-advising pro. And he nailed hosting a Facebook Live session!
Throughout the hour-long event, Ryan answered questions in real-time as well as questions that were submitted in advance. While only 24 students signed up in advance, more showed up for the live stream and the video has since been viewed over 500 times. The video received more engagement than almost all of GSE’s other Facebook activity last year, likely because we utilized a channel that students were already using to provide valuable, interactive content. The event went so well, we have used Facebook Live for other events since then.
What Does This Mean for You?
Regardless of your industry, you can use Facebook to host a range of online events. Still on the fence? Here are the top 3 reasons why you should consider using Facebook Live:
- Grow your audience- By hosting an event on Facebook, we grew our Facebook audience. We did this by promoting the event via email to students who had already requested to receive information from us. Many of these prospective students did not already follow our social media channels and can now engage with our school in a new way. Having a larger following doesn’t only lead to more likes or comments; it also allows us to engage with and recruit new students while also offering a new way to connect with preexisting audiences.
- Reach your customers where they are- As I mentioned before, Facebook is still the most popular social network in the world. Even if your audience does not use the app regularly, they’ve likely used it before and know how to like and comment. This familiarity can lead to deeper engagement and a more comfortable, interactive event experience.
- Provide a seamless login experience- While Zoom is user-friendly, having to download a new app or use a new website may deter audiences from participating in online events. On the other hand, logging in for a Facebook event does not require downloading a new app or digging through your email inbox to find a link or password. Facebook users simply log in and navigate to your page. And the best part? If your audience already follows you, they will be notified when your live stream begins.
Of course, there are drawbacks to using Facebook for events. Some students may feel distressed about blurring their academic and social identities and may not feel comfortable interacting with your organization in this space. As Patient Rambe writes: “Even well-groomed students are treating digital spaces like Facebook as safe havens to experiment with sophisticated positioning and mischief.” For some, attending an educational or professional event on Facebook may be unappealing due to identity clashes.
There are also technical limitations. For instance, Facebook Live does not allow for virtual discussion panels without integrating Zoom. And your event is only as good as your internet connection. The moment you disconnect, your event is over.
Even still, organizations of all kinds can benefit from using Facebook to host live, interactive events. If you hope to guide your audience deeper into your marketing funnel, Facebook events can be an excellent way to offer your customers content that answers their questions, solves their problems, builds trust, and inspires them to take action.
Last Friday, I was once again chatting with our director. I wondered out loud: “Wouldn’t it be cool to host a live panel of current students talking about their experiences on Instagram? And we could invite prospective students to attend?”
You can probably guess what happened next. Stay tuned. The opportunities for live events on social media are limitless.
Have you gone live on Facebook? What’s worked best for you?