With the introduction of Facebook Live, Mark Zuckerberg has revolutionized broadcasting. Anyone in the world–big or small–can create content on the fly and talk directly to a live audience. All you need is a strong internet connection, some creativity, and you’re good to go.

Facebook Live was launched less than a year ago in April 2016. Since then, it has opened the door for brands, Internet celebrities, news networks, sports television, and even ordinary people to interact with friends and followers in real-time. Facebook Live has enabled personalities from the Kardashians to Barack Obama to share important announcements and updates; it has also given brands and corporations the ability to stream events and showcase their products to an active audience.

As a tool for interaction, Facebook Live is extremely powerful. You can monitor people’s response to your broadcast through their comments and Facebook reactions (emojis that describe how people feel about a certain post). In a world of snackable content, Facebook Live is an opportunity to hold attention if you know how to engage your audience in the right ways. If you’re unsure how to get started, Sherwood Integrated Solutions can give you some digital marketing tips on how your brand can utilize Facebook Live.

Here are 3 ways your brand can use Facebook Live:

1. Give An Inside Scoop Of Your Brand/Business

If people could get an inside look at your brand, what would you show them?

Facebook Live allows you to get creative with the way you project your brand. You could entertain your audience with a funny video, give them an idea of your brand’s philosophy by interviewing executives, showcase your company’s culture, or simply give them a tour of your office. There are so many ways to make a broadcast interesting for your audience. If properly done, it can also serve as an avenue for strengthening your following and building a community among your followers.

Jason Carr, a former news anchor for FOX 2 in Detroit, took Facebook Live viewers on a ride to his new gig at WDIV-TV, Local 4 New. Viewers watch as Carr — who is broadcasting live from the back of a Cadillac — takes a trip to the office, offering a behind the scenes look at his first appearance on the new job. It’s a mix of anxiety, anticipation, new job announcements and an awesome “behind the scenes” appearance on Facebook Live.

2. Promote An Event Or Product

What better way to announce an upcoming event or a new product than in person?

Announcing your event via Facebook Live is an intimate way to let your audience know something big is about to happen. Not only does it allow you to get personal, it also gives you the opportunity to clarify details and address inquiries. Moreover, it gives your followers the opportunity to interact personally with your brand AND amongst themselves.In 2016, Tough Mudder took to Facebook Live to broadcast their Merrell Michigan Training Event with Coach T. Mud, a.k.a. Kyle Railton. The Live event served as a great use case for how to keep your community engaged — even when they can’t make it to your event

Promoting an event or product via Facebook Live feels almost like a personal invitation from you. Bonus points: it also allows you to do a live demo.

3. Go Through FAQs And Comments

It’s almost impossible to address all questions and comments in person. Fortunately, Facebook Live provides the next best thing. It allows you to communicate with your audience face-to-face and it gives them a window to clarify certain things about your brand. Not only that, it’s much faster than going through inquiries one by one.

Interesting enough, you can also ask the audience questions. The brand Benefit hosts a series called “Tipsy Tricks” every Thursday at 4:15 P.M.One of the things they do really well is ask questions of the audience to inform how the live show will play out. For example, around four minutes in, the host polls the audience to determine which product they’d like to see them use in the makeup look they’re creating. Instantly, the viewers are more engaged because they’re directing show: All you have to do is sit back and respond.

Still don’t feel confident with Facebook Live? Visit SherwoodIS.com for advice on how to incorporate Facebook Live to your digital marketing strategy.

Michael Peggs is the founder of Marccx Media, a digital marketing agency specializing in Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Before Marcxx, Peggs worked at Google in business development, forming digital media and advertising partnerships in the United States and Asia. He is also a contributor to The Huffington Post, FastCompany and Business Insider as well as and podcaster, hosting the iTunes Top 10 New & Noteworthy Podcast You University.