Today it seems like every plastic surgeon is livestreaming their surgeries. Whether it’s on Snapchat, Instagram, Facebook, or Youtube, cosmetic surgeons are lifting their skirts and showing the world what their actual surgical procedures are like, and social media can’t seem to get enough of it. But is that really what your patients want to see?
In order to be successful at anything, you’ve got to lay out a detailed vision for what success looks like for you. If you’re a cosmetic provider, let’s call that paid procedures. If you just want to play one on TV (or social media), that’s a different goal. This blog is about helping you get clients, not famous.
The truth is: When it comes to Plastic Surgeons Livestreaming on Facebook, it doesn’t have to be surgery to be successful.
When we talk about what makes a livestream on Facebook successful, we’re talking about:
- Gauging and creating interest around your services – getting your current followers (current patients and potential new patients) to interact with your livestream is a very positive sign of interest. It’s also how we achieve #2
- Exposing you/your practice to new potential patients – using what we know about Facebook’s algorithms to boost your video beyond your current following
- Creating conversations that lead to consults – and these consults will be exactly the type you want to see, because when the conversation about the procedure is started before they come into your office, and when they’ve already started to build trust with you, that’s an easy consult to close and you’re much less likely to be seeing consults that don’t qualify for their procedure of interest.
When to Go Live on Facebook
The best time to go live on Facebook is when your current following is on Facebook. Inside of the backend of your Facebook page, you can view data on who your current followers are – age, gender, location (city/state), when they’re on Facebook, and even how many are coming close to your office each day (who can most easily be persuaded to stop in to see you).
“The best time to plant a tree was 20 years ago. The second best time is now.” – Chinese Proverb
The second-best time to go live on Facebook is when you’ve got something really cool to share. While you may not get as much engagement during the actual video if you go live while your aurdience isn’t as active online, if the video is interesting enough for people to engage with it as they do see it in their feeds later, Facebook will still help that video reach many more people than a typical non-live video post, and much more than an image or link shared.
What if you want to reach people who are outside of your current followers? Well, there’s two ways to do this:
- Get your current followers to share your livestream video or comment on the post of the video (comments inside the livestream video while you’re live won’t help the video show up in others’ streams directly, but Facebook will view the video more favorably if you do have a lot of comments and reactions (hearts, likes, and other emojiticons)
- Pay for ads after your livestream so that the exact people you want to see the video will
How to Promote Your Facebook Livestream Before & After to Make It a Success
Promoting your livestream is critical to its success. You want the highest number of active, live watchers during the stream as possible, and you want to make sure as many people watch in the 24 hours following your livestream as possible. Only then will the video have some legs to reach beyond your current audience and pull in new potential patients for the practice.
- 3 Days Before: Post on Instagram, Facebook, Twitter, and LinkedIn about your livestream (tell them when and where to tune in) send an email to your list (segment your list if at all possible by age, gender, and perceived interest in that topic so that you’re not annoying your 30 year-olds with info about facelifts)
- 2 Days Before: Use Instagram stories for the next 5 days to point users to the livestream. This will build momentum before and after to get the most views possible
- 1 Day Before: send a reminder text and/or email to the patients who RSVP’d to the event from your previous email and resend your initial email to those who never opened it (but not those who opened and didnt RSVP, they’re not interested and you should consider changing their tagged interests in your email/CRM system)
- Right Before You Go Live Send out a text/email to RSVPs right before you go live and Go find your posts on facebook, Instagram, and LinkedIn where you initially announced the livestream and comment that you’re about to go live.
- Right After the Livestream Ends:Send an instant replay email to any RSVPs after the livestream is over telling them where they can watch it. Go find your posts on facebook, Instagram, and LinkedIn where you initially announced the livestream and comment with a link to the replay. This should set off notifications for anyone who liked, commented, or shared that post so they know where to find it.
- After 24 Hours: Judge how successful you were at getting views, new followers, and engagement on the video. If you weren’t that successful, but feel like the livestream was very high quality, consider using paid ads to reach more people. Facebook ads can be tricky. Don’t fall into the easy “boost it” hole that they offer. This won’t get you the kind of ROI you need. Instead, use custom audiences to target the specific people you want to reach – 30 year-old first-time moms who live within 10 miles with a household income over $150k who are interested in fitness and beauty and visited your site within the last 90 days? Sounds like the perfect target for a mommy makeover, right?
The First 3 Seconds – Why You Have to Start with a Bang
As of September 2017, Facebook resumed auto-play of videos in the newsfeed. That means as viewers scroll past your video, it starts to play. Usually they only see the first 3 seconds of the video unless they stop scrolling to watch more. So you’ve got to catch their attention.
Some ideas for making a splashy intro for your livestream:
- Use special software to create a video intro showing a clip of the procedure or a before and after photo
- Use an iPad to show a before and after and start talking about something shocking like a complication or undesired result for a revision case
- Start the livestream mid-procedure. This could be an injection, laser, facial, surgery – whatever.
If you really want to up the branding power of your livestreams, make them regular and develop a catchy intro that helps people establish that this video is from your brand each and every time.
Tools to Use for Your Livestream
When it comes to making professional livestreams, you really only need 2 tools, and your phone is not one of them! Your computer and a pair of headphones are the best starting tools for creating livestreams. Why not your phone? Because your phone connects to wifi and cellular data, which will inevitably get a bad signal and drop your livestream mid-cast. I’ve seen this happen way too many times, and you don’t want such a novice mistake to ruin your first few livestreams. When you get more advanced, a phone is a good option if you can secure its connection to its own wifi or use a system to allow it to connect to the ethernet. Headphones are important to use with a computer because you don’t want your speakers to create an echo. You might feel weird doing this at first, but take a look around at all of the top livestreamers and you’ll start to see a lot of them doing this as well.
Software to Make Your Livestreams Better
I mentioned some special software in the section above about creating a splashy entrance. Software can now allow you to:
- Show video clips of the procedure while you talk, either next to you in the screen, or taking over the whole screen.
- Allow you to draw over photos while you talk – this is very helpful for educating patients
- Create name tags, logos, and contact info overlays so people know who you are and how to reach you, no matter where they are in the video
- Create video intros and outros, so when your livestream wraps up, all you have to do is download it and you have a new video ready to upload to Youtube