How to Create a Facebook Live Event

Going live on Facebook is one of the most powerful ways to connect with your audience in real-time. But simply hitting the Go Live button on a whim can leave potential viewers in the dark. This guide will walk you through everything, step-by-step, from scheduling your broadcast to promoting it and making sure your live stream is a can't-miss event for your followers.

Why Schedule a Facebook Live Instead of Just Going Live?

You might be wondering if adding the extra step of scheduling is worth the effort. The short answer is: absolutely. When you surprise your audience with an impromptu live video, you're relying on whoever happens to be online at that exact moment to tune in. Scheduling your broadcast transforms it from a spontaneous moment into a planned event. Here's why that matters:

• It Builds Hype: Scheduling creates an announcement. It gives you a specific link and event page you can share across all your marketing channels - your email list, other social platforms, and your website. This gives people time to get excited and plan to attend.
• It Increases Viewership: Facebook automatically sends notifications to your followers who RSVP’d to the event, reminding them just before you go live. This simple reminder can dramatically increase your initial viewership numbers.
• It Looks More Professional: A scheduled event signals that you’ve put thought into your content. It comes with a custom event cover photo and a description, making your brand look organized and prepared.
• It Creates a Hub for Discussion: The event page acts as a central location where potential viewers can ask questions and engage with each other even before the broadcast starts, building a sense of community.

Think of it like this: an unscheduled live video is like an open mic night, while a scheduled live event is like a ticketed concert. Both can be entertaining, but only one gives the audience time to mark their calendars and anticipate the show.

The Pre-Game Plan: Nailing It Before You Schedule

A successful live event starts long before you click "Create Event." A little bit of planning goes a long way and helps you avoid awkward silences or technical glitches once you’re on camera. Before you set a date, walk through this checklist.

1. Define Your Goal and Topic

What’s the reason for this live stream? Don't go live just for the sake of it. Having a clear objective will shape your content and your call-to-action. Your goal could be:

• To launch a new product or service.
• To host a live Q&A session with your audience.
• To teach a mini-workshop or tutorial.
• To host an interview with an expert or influencer.
• To pull back the curtain and show a behind-the-scenes look at your business.

Once you have a goal, nail down your topic. Make it specific enough to be valuable. Instead of "Talking About Social Media," try "5 Simple Ways to Grow Your Instagram in the Next 30 Days."

2. Outline Your Content

You don't need a word-for-word script, but you absolutely need an outline. Winging it is a recipe for rambling. A simple structure can keep you on track:

• The Hook (First 1-2 minutes): Welcome everyone as they join. Briefly introduce yourself and the topic. Let people know what they'll get from tuning in.
• The Main Content (The Middle): This is the core of your broadcast. Break it down into 3-5 key talking points. If you’re doing a tutorial, list the steps. If it’s a Q&A, have some pre-prepared questions to start with.
• The Call-to-Action (CTA): What do you want people to do after the stream? Visit your website? Sign up for a newsletter? Follow you on another platform? Mention your CTA a couple of times.
• The Wrap-Up (Final 1-2 minutes): Summarize the key takeaways, thank everyone for their time and engagement, and give your CTA one last mention.

3. Check Your Tech and Environment

Poor audio or a shaky camera can make people click away instantly. Do a quick tech rehearsal.

• Internet Connection: Make sure you have a stable, strong Wi-Fi connection. A wired ethernet connection is even better if you’re using a computer.
• Audio: Your device’s built-in microphone will work in a pinch, but an external USB mic or even the mic on your headphones will provide much clearer audio. Do a test recording to check for echo or background noise.
• Video: Whether you’re using your smartphone or a webcam, make sure the video is clear. Clean the lens!
• Lighting: Good lighting is a game-changer. Face a window to get soft, natural light. If that’s not an option, a simple ring light can make a huge difference. Avoid being backlit (having a bright window behind you).
• Stability: If you're using a phone, prop it up with a tripod. Shaky, handheld video is distracting and tiring to watch.
• Your Background: Tidy up! A clean, non-distracting background keeps the focus on you. Simple branding, like a plant or a sign with your logo, can be a nice touch.

How to Schedule a Facebook Live Event (Step-by-Step)

Once your plan is in place, it’s time to make it official. You can schedule a live event from your desktop or your mobile device.

From a Desktop (Recommended)

Scheduling on a computer via Facebook Business Suite gives you the most control and options.

1. Navigate to your Facebook Page and look for the "Live Video" button. You can often find it in the "Create Post" box.
2. You’ll be taken to the Live Producer. This is your command center for all things Live. In the left-hand menu, select "Schedule Live Video Event."
3. Fill In the Details:
   • Event Name: This is your title. Make it engaging and clear. (e.g., "Live Workshop: Master Your Content Strategy in 60 Minutes").
   • Start Date and Time: Pick a time when your audience is most likely to be online. Check your Page Insights for data on this.
   • Description: Tell people what the live stream is about and why they should tune in. You can add links here, tag other pages, and use hashtags.
   • Cover Photo: Upload a custom graphic. The recommended size is 1920x1080 pixels. Use a platform like Canva to easily create a professional-looking cover image with the event title on it. Do not skip this step! A custom cover photo makes your event stand out.
4. Review Settings: You can adjust who can see the event (e.g., Public), and you can also add co-hosts if you're bringing on a guest.
5. Click "Create Event." You’re all set! Facebook will create an event page with a unique URL that you can start sharing immediately.

From the Facebook Mobile App

If you're on the go, you can also schedule from your phone.

1. Open the Facebook app and go to your Page.
2. Tap the composer box ("What's on your mind?").
3. From the list of options, select "Live Video."
4. Before going live, look for an icon that looks like a calendar or a clock, often labeled "Schedule."
5. From there, you’ll be prompted to add a title, description, and the start date and time.
6. Confirm the details, and your event will be scheduled. The customization options are a bit more limited on a mobile device, which is why desktop is usually better for the initial setup.

The Hype Machine: How to Promote Your Live Event

You’ve scheduled your event - now you need an audience. Don’t just schedule it and forget it. Start promoting it right away.

• Create Announcement Posts: Share the event page link an hour after creating it. This announcement post will show up in the feed, and people can directly RSVP from it.
• Cross-Promote on Other Platforms: Share the link on your Instagram Stories (use the "Link" sticker), X, LinkedIn, and anywhere else your audience hangs out.
• Send an Email to Your List: Your email subscribers are often your most dedicated followers. Let them know about the event and include the direct link to the Facebook event page.
• Use Countdown Teasers: Create a series of simple graphics or short video teasers counting down to the event. Post them 3 days before, 24 hours before, and a final reminder an hour before you go live. Instagram Stories' countdown sticker is perfect for this.
• Post in the Event Discussion: Use the event page itself to post reminder content or ask questions to get the conversation started before the broadcast even begins.

Showtime: Best Practices When You're Live

The time has come! Here are a few tips to make your broadcast smooth and engaging.

• Start a Few Minutes Early: Go to the Live Producer about 10-15 minutes before your scheduled start time. This gives you plenty of time to set up your stream, name your broadcast, check your camera and mic one last time, and hit the "Go Live" button a minute or two before the top of the hour.
• Welcome People & Engage: As viewers start trickling in, greet them by name. This immediately makes them feel seen. Acknowledge comments and questions throughout the broadcast. If you have someone who can act as a moderator in the comments, it can be a huge help.
• Pin a Comment: Pin a comment with your main call-to-action or the topic of the day so people joining late know what's going on.
• Don’t Worry About Perfection: Live video is meant to be authentic, not flawless. If you stumble over a word or have a minor tech issue, just laugh it off and keep going. Your audience will connect with your humanity.

The After-Party: Maximizing Your Content Post-Live

The work isn’t over when the broadcast ends. Your live video replay is a valuable piece of content that you can repurpose.

• Edit the Video Post: Once the live stream is over, it’s published on your Page. Go to the video and edit it. You can trim any dead air at the beginning, add a better thumbnail, captions, and refine the title and description to be SEO-friendly. Add chapter markers (timestamps) for longer broadcasts so viewers can jump to specific sections.
• Repurpose, Repurpose, Repurpose: Don’t let that great video collect dust.
  • Pull a 60-second in-depth tip and turn it into an Instagram Reel.
  • Take snippets from the audio and share them as an audiogram.
  • Have the broadcast transcribed and turn it into a blog post.
  • Screen-grab powerful quotes and create shareable graphics from them.
• Follow Up: Go back through the comments on the replay video and answer any questions you might have missed while you were live.

Final Thoughts

Scheduling a Facebook Live Event elevates a simple broadcast into a strategic piece of marketing. By planning your content, promoting the event ahead of time, and repurposing the video afterward, you multiply its value and create an engaging experience that strengthens your community and grows your brand.

Planning a successful live event highlights just how powerful a content calendar can be. When we built Postbase, we were obsessed with creating a beautiful visual calendar that gives you that same bird's-eye view of your entire strategy - from your live event promo posts to your daily Reels and Stories. It helps you see the gaps, plan campaigns confidently, and stay organized without ever getting lost in a spreadsheet.