Build Community and Trust with Facebook Watch Parties
A Facebook Watch Party is a showing of curated videos gathered into one post, on which viewers comment in real-time, much like a Facebook Live broadcast. Facebook first launched Watch Party to Groups in July 2018 and then all Pages and people in November. Mayo Clinic has hosted two Watch Parties, which featured video content for health awareness months: American Heart Month and Colorectal Cancer Awareness Month.
Our first Watch Party was hosted on February 26. There were 1,274 engagements, including 268 comments and 13 shares. We shared over 20 heart-related videos that had been uploaded to our Page in February. When you create a Watch Party queue, you're not uploading new videos, but selecting previously uploaded or live videos from your Page and others. Facebook Live Video Q&As were in our Watch Party queue, which may be why viewers began to post questions and expected immediate responses.
Our second Watch Party was on March 6, the day before we joined other members of the National Colorectal Cancer Roundtable to kick off the #80inEveryCommunity campaign. Again, we selected videos previously uploaded to the Mayo Clinic Facebook Page. This time, there were 44 videos, which included short, 30-second videos we shared last year. There were 856 engagements, including 180
We asked Dr. Paul Limburg to join us for the Watch Party so that he could answer questions as they came in. In a pinned comment, we asked the audience to post their colorectal cancer questions for Dr. Limburg.
The Watch Party audience members interacted with one another in addition to posting questions. Many of them found others who shared a difficult situation. As each video played, it was easy to see the community building as viewers shared personal information and tagged others to bring them into the conversation. Dr. Limburg answered each question and I found supporting content for many of his responses. It's imperative to reply to questions timely and with more than just a link in order to build trust in your brand. Dr. Limburg and other experts who contribute to our team's work understand that their answers have the potential to reach thousands of people, and the power to solidify trust that will influence patients' health care decisions.
There are a few limitations you should be aware of:
- The Page admin who starts the Watch Party must stay in the Watch Party for its duration. If you close your browser, log out, or put your computer or laptop to sleep, the Watch Party will end.
- Once the last video in your Watch Party queue ends, you are responsible for ending the Watch Party. Otherwise, your audience sees a black screen.
- The option to reply to comments was not available on my desktop view during the Watch Party. This is why Dr. Limburg's answers were posted as new comments, tagging the viewer who posted the question. I did, however, have the option to reply to comments in the Pages app.
- Watch Party recaps are saved as a post. Unlike other posts, these posts are not embeddable, which is why our two Watch Parties aren't embedded on this page. 🙂