Last August, Facebook launched a new online paid events option, through Facebook Live, to provide another way for businesses to generate direct revenue amid the COVID-19 crisis.
Paid events allow companies and creators to charge directly to Facebook for access to their online video programs, with exclusive tools and options available only to paying attendees. And recently, Facebook provided some advice on how to make better use of the process to maximize connection and opportunity, while also pointing out some future features of the tool.
In the video, Facebook Product Manager Aurora Kurland describes how paid online events work and what people have been using them for during the pandemic. Kurland also provides a comprehensive overview of creating your own paid event from your Facebook page, including some helpful notes on key items to bookmark.
Kurland also looks at upcoming additions for paid online events, including improved controls to make it easier to see what you can do within the paid events tool and updated promotional options to increase awareness of paid online events.
Kurland also makes this interesting and potentially valuable point:
“Many people don’t know, but if you host a paid online event, you can create a custom audience with the Ads Manager, and that will allow you to target the people who said they were interested in the event, or attend the event, or interact with the event in some way, specifically for its advertising campaign.
That means you can directly target event attendees, and even stakeholders, with dedicated promotions, which could provide another way to segment and categorize your outreach process. That could be a valuable option, one that could make Facebook events even more valuable than through the direct feature itself.
Kurland also notes that Facebook is currently testing paid online events with Rooms, which would allow businesses and creators to hold events where they could see more of their attendees, in variation to events on Facebook Live (which is more focused on streaming). .
Here are some interesting notes that could make Facebook events a more valuable part of your strategic planning.
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