The Definitive Guide to Facebook Premiere

Facebook Premiere

Users love live videos.

By 2018, the Facebook Live video view count reached 2 billion.

This feature was launched to the public just two years prior.

Users watch Live Videos three times longer than pre-uploaded videos.

As a business owner, marketer, or influencer, live engagement could bring major benefits to your marketing strategy. 

But going live is not as easy as it seems.

Not everyone can whip out a camera and tap ‘Record’ at any minute.

You might have have busy schedules, busier team members, and remote brand partners to consider.

Getting all the people and resources needed to shoot live videos in one place at the same time can prove a challenge.

Facebook noticed this problem too and launched what we now know as Facebook Premiere.

What is Facebook Premiere? 

Facebook Premiere is a feature that allows users to upload pre-recorded videos to be broadcast live on their Facebook pages.

This means that you can record a video at any time, and with the Premiere feature, it will be uploaded whenever you want as a ‘live’ video. 

This feature gives users all the benefits of a real-time Live video.

For example, once your Premiere video is scheduled, your followers will receive a notification.

They can subscribe to the video using a ‘Get Notified’ button.

Subscribers will receive a reminder 20 minutes and 3 minutes before the broadcast.

Users can also share their reactions to the video using emojis and comments in real-time.

If an administrator is available (which is not necessary with Premiere), they can respond to the comments. 

The only noticeable difference between Facebook Premiere and Facebook Live is that the first will have a large, red ‘Premiere’ button, while the latter will have a ‘Live’ button. 

What are the Benefits of Facebook Premiere? 

Better preparation and quality

With Live videos, you only get one shot.

Once the video is rolling, your viewers can see and hear everything, including errors.

But not everyone is confident enough to face a camera with the option of only one take. This often deters a lot of people from using the Live feature.

With Facebook Premiere, you can record as many videos or shots as needed until you are satisfied.

If you’re camera-shy, knowing that no one can see you in real-time can be helpful.

Even if you make an error, there would be no one in the comment section saying, “Did you guys see that?!”

Simply delete and start over again. 

However, you should maintain the ‘Live’ feel of the videos.

Your audience should still feel like they see you in real-time.

If you’re going for the Live appeal, don’t edit your picture with apparent cuts.

Use a stretch of recording, just like a regular Live video. 

Easier content scheduling

Many social media managers use scheduling apps to make their jobs easier.

Except for Live videos and comments, you can schedule everything.

But not knowing when or how your live videos may come around can cause a dent in that section of your social media strategy.

Even if you make plans, without the content at hand, they could still fall through.

Guests may not show up, the lighting may be poor, or team energy may not be high enough for an engaging video, and so on. 

With Premiere videos, you can create enough live content for the month, and schedule them as needed.

If live videos are a huge part of your marketing strategy e.g., product launch, retargeting, and so on, then you can be sure that the needed content is available. 

Lower cost of production

Depending on the dynamic style of your live content, your team could be investing resources into these videos.

I’m not talking about money alone.

If you have to drive out to locations, for example, your time is also a significant investment.

With this scheduling feature, you can set aside a budget and date for recording live video content, and gather everything you need in one go.

This is a more favorable option for live content, especially if your team is on a tight budget.

Stay true to your promise of episodic content

Did you promise your viewers a ‘Motivation Monday’ style broadcast series and then fall through after two weeks?

Don’t worry; we see this happen all the time.

While you may have great content ideas, life happens.

With Premiere, you can keep up with episodic content, whether daily, weekly, or monthly.

All you need to do is set out a day, create all the required material and schedule.

You don’t even need to be available to tap the ‘Publish’ button physically.

Facebook will handle all of it. You can come back to see viewers’ reactions and respond to comments when you have some downtime. 

How Do I Use Facebook Premiere? 

Now that you’re familiar with the benefits of Facebook Premiere, here’s how you can take advantage of them.

This feature is available to all Facebook pages.

You can schedule videos for up to 7 days before the broadcast time.

The video should be scheduled at least 10 minutes before broadcast.

If you notice an error in a video and need to change it after scheduling, Facebook will allow a video swap as long as it happens at least 15 minutes before broadcast. 

Facebook also provides a list of technical boxes that your video must check.

They are: 

  • Premiere videos must be at least 30 seconds long.
  • Videos must be 30 frames per second or less.
  • MP4 is the suggested video format for Premieres.
  • The video codec must be H264.
  • The audio codec must be AAC.
  • Videos must be no larger than 1920x1080p.
  • The maximum file size for a Premiere is 10GB.

Here’s a step-by-step guide to using Facebook Premiere. 

  • Click the Photo/Video option in the Create section of your page.
  • You’ll be shown a list of options. Select Upload Photos/Video. 
  • Once you select a video, you’ll be asked to add a title and description to your video. You can also include tags to boost the keyword performance of your video. You can also include other features such as subtitles, captions, polls, tracking, and 360o Director tools. 
  • Once you’ve provided all the needed information, click ‘Next’, and you’ll be taken to the publishing window. Choose to publish the video as ‘Premiere’ and schedule a date and time. You may choose to include a related image for an announcement post on your page. Once you’ve decided on all the details, click Publish, and your Premiere video will be scheduled. 

That’s it! You’re all set to use Facebook Premiere. 

Note: Not all Videos are Eligible for Premiere

Facebook still has some regulations around the use of Premiere.

Some videos may not be eligible for Premiere broadcast.

Take a look at the list below to ensure that your content qualifies. 

Your video will not be eligible for Premiere if: 

  • Your video was a Live broadcast on your page in the past. It can become eligible if edited and repackaged. For example, highlights, recaps, and review videos will be qualified. 
  • Your video was already used as a Premiere video on the same page. 
  • Your video has been uploaded on your Facebook page. 
  • Your video is a movie that has been released on the internet. 

Also, syndicated series that have been previously released on the internet may only premiere their first upload to Facebook.

FAQs about Facebook Premiere

Can I Boost a Facebook Premiere?

Yes, you can boost a Facebook Premiere video. Follow these steps: 

  • Launch Creator Studio and click on ‘Get Started’. 
  • Go to Content Library and click on Posts. Note that you should have scheduled your Premiere video before trying to boost it. 
  • Under Posts, you should see your Premiere video. Click on it and set the criteria for your ad. 

What happens to my video after a Facebook Premiere?

Once your Premiere video ends, it will be converted into a video post and uploaded to your page.

All the likes and comments will be retained, and new viewers can add theirs too.

You will not be able to use that video as a Premiere again unless it is significantly reworked. 

What’s the difference between a Facebook Premiere and other scheduled videos? 

Unlike scheduled videos, Premiere videos are aired just like Live Videos.

The only difference is the badge, which in this case, will read as ‘Premiere’.

Premiere will also send an announcement to users and notify them of the video in the time leading up to broadcast.

The regular scheduled videos only show up once; on users’ feeds. 

Tips for Creating Facebook Premiere Videos

With Facebook Premiere, you have enough time to plan and prepare for your ‘live’ videos, so take advantage of it.

Here are some of our tips for creating videos your audience will find engaging. 

Shoot in HD

Facebook encourages that your Premiere videos be shot in HD.

If you’re looking to keep your viewers interested, this should be important to you.

Remember that your audience is used to high-quality video resolution.

If your video is not playing smoothly or appears to be of poor quality, they may leave.

Especially if it’s a long video.

Ensure that your recording equipment can shoot HD videos and export in MP4 format. 

Create interesting content

Facebook is a hub of activity.

There’s always something to be read or watched.

If you want the audience to pay attention to you, then you have to be interesting.

Create for your target audience.

Whether you’re shooting a product launch video or a simple behind-the-work-scene, choose an angle of interest.

Include information that could be of interest to them. 

You don’t have to guess to find out what the audience wants.

Facebook provides all the features you need for research.

Explore the topics and pages which your target audience associate with.

Create polls, ask for comments, ask for reviews, and so on.

Finally, test.

Run tests with different types of video and measure the results.

Doing this will help you identify the topics which your audience engages with best. 

For regular content, diversify your cast

I’m sure you’re entertaining, but there’s only so much of your face and voice which the audience can take.

If you’re pushing out videos daily or weekly, consider adding other people to your on-screen cast.

They could be your team members.

In this case, you can all take turns going before the camera and engaging with the audience. 

Another option is to invite guests.

They could be people in your industry, influencers, or even your users.

If you’re collaborating with another brand on a product or service, get someone on their team to talk to your audience.

As long as they can contribute some relevance and entertainment to your videos, invite other people to join in. 

Assign some of your ad budget to Premiere videos

Premiere is still pretty new to measure its ad performance.

However, you shouldn’t wait till others (especially your competition) are gaining traction before trying out the feature.

Use some of your social media ad budget to promote your Premiere videos.

Alternate between video types for better results through split testing.

Measure the analytical data to decide if Premiere is a viable advertising angle for your business. 

Create a playlist for episodic content 

When new users find your page, help them discover your content.

Create playlists for your Premiere videos, especially the episodic videos.

It’s advisable to create multiple playlists for dedicated topics, rather than dump everything in one section.

Doing this will help you control user experience better.

Your visitors and followers will find it easier to access the type of content they want without too much work on their end. 

Conclusion

We can say definitively that the Facebook Premier feature is useful.

It offers business owners and marketers a significant benefit that isn’t available with live.

Test out Premiere with different video styles to measure its performance and results for your brand.

If you have a question about something that wasn’t explained well enough in this guide, leave it in the comment section below.

We’ll do our best to provide a detailed response as soon as possible.

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