Unlocking the Secret to Facebook Video Marketing
Facebook is unmatched in their social media presence.
As of January 2016, 1.591 billion people login every month and 1.038 billion login every single day.
In fact Facebook calculated in 2012 that 5 new profiles were created every second. People all over the globe are jumping on board every day, and Facebook’s users are of a wide age demographic ranging from tweens to octogenarians.
According to SproutSocial, the average American spends 40 minutes on Facebook a day. Not surprisingly 50 percent of 18-24 year olds log onto FB as soon as they wake up.
With a growing user population and no loss of popularity in sight, Facebook has now achieved superstar status and from a marketing stand point cannot be ignored.
Thats just one reason why you need to be using Facebook Video Marketing.
Obviously social media marketing’s unique advertising niche has many benefits, and creating a Facebook page is a no brainer. But how can you as a brand maximize your audience reach effectively?
It doesn’t matter if you you’re a pet shop in Hoboken New Jersey, Nike, or even Metamucil your audience is on FB and they are watching videos. There are around 8 billion video views on Facebook daily.
With an ever changing platform format, understanding the Facebook’s video distribution is key.
If you share a video that is already up on the internet, say for example a video from your YouTube channel, the audience reach is actually quite low.
Research conducted by SocialBakers tells us that the organic reach of a video post is only 8.7 percent which means only about 9 out of 100 fans get to see said video post.
Sounds low right?
Simply uploading the content directly to Facebook can make all the difference. Doing a direct video post (also known as posting a native video) has risen to some of the top viewed online video content.
SocialBakers’ analysis also shows us that native video uploads to Facebook have surpassed YouTube links and embeds in user news feeds.
This is due in large part to the auto play feature on FB. Auto play on Facebook automatically plays a native video silently while the user scrolls through their news feed.
Another added bonus of posting native videos to Facebook is the call to action.
Use Facebook Video Marketing today.
When the video is done playing, the viewer has two options, to replay or click the call to action button. A CTA is an instruction to the consumer that provokes an immediate response.
Often times a call to action is something along the lines of “learn more” or “buy now”. Further engaging the audience is so important because it drives brand awareness and in turn leads to sales.
A Cisco study projects that by 2019, 80 percent of the world’s internet traffic will be video. Combined with Facebook’s skyrocketing statistics, the marketing path for brands to take is quite clear.
Constant compelling video content is necessary in order to reach the target audience.
Facebook is the leading social media platform, and now is the time to fortify your brand’s online presence with video marketing.
If you’re interested in reading more click here.
This last week I gave a simple Video Marketing Presentation at the ITEXPO. It’s more like a video marketing workshop. I enjoy teaching people about video marketing and how to use it in their business.
I recorded the power point and had my person overseas write down the transcript. Enjoy!
[Start of video Video Marketing Tutorial and Presentation given at Florida ITEXPO]
[Beginning of recorded material]
Jace Vernon: Hey, good morning everyone. Jace over here, at Yinc Marketing. I’m sitting here in Las Vegas. Just got back from doing a presentation in Fort Lauderdale Florida, and I thought I would come home and record that presentation for you guys, just so you can use it abuse it. Always some pretty good information. This is my second time recording this thing. I don’t know what happened. I am sitting here in an Airbnb, and big noise, freaky. So, this is Round 2. Got it? So, let’s jump in.
First thing, whenever I give a presentation the first thing I like to do is inspire and educate on you guys, on how you can take video and use it for your business. Okay? Everything that I talk about, all these videos that I’m giving you, I want you to take them and I want you to apply them to your business. We always get bombarded with so much information that we figure it to apply that information. It’s a lot better to learn little and apply it, than it is to learn a ton and not to apply it. So, try to take this PowerPoint; try to take these slides and use them. Put video marketing to work right away. And, if you ever have any questions, you can always text me; you can always send me an e-mail. My information is all over. Okay?
So, a little bit about myself. I started two companies Ydraw, Yinc Marketing. I’ve started other companies before that, but right now what takes up my time is Ydraw and Yinc Marketing. Ydraw- we have created the Whiteboard animation thing, and Yinc Marketing- we do video marketing, Instagram marketing, Facebook ads, Mail marketing, those types of things. You can always just go to the websites and see what we do. That’s me. Father- I’ve got four great kids; spend a lot of time with them, spend a lot of time with work, love what I do. So, like I said, I am available for you guys if you have questions or need anything, let me know. But we’ll jump right into this presentation.
Videos, our video- I kind a like to do then and now.
So, it all started…
I put up some numbers up here- $4.500.000 vs. $0.08. When I asked the people in the audience what do that $4.5 million represent, no one really knew, so I’m just going to tell you. $4.5 million is the amount you’re going to have to pay for a Super Bowl ad this year. Okay, it’s like in two weeks. So, that’s for a 30 seconds commercial ad. You’re going to pay $4.5 million vs. $0.08. Now, that $0.08 represents the amount of money you’re going to pay for one view on YouTube. Go back in the day, a lot of small businesses or companies couldn’t afford to put $4.5 million out there, and a lot of times that $4.5 million does not get them a return. It’s just to say they have a commercial on the Super Bowl. They’re usually terrible commercials that are just fun, but most do not get that get of a return. The $0.08 is something that small business can afford. You can afford $5 a day to run video ads. So, it is available to us now. It used to don’t be, is like computers. Not everyone had a computer when they first came out, now everyone does. Not everyone can do a video marketing; well, now everyone can, because it’s now affordable and technology is only going to get better. You think video marketing is good today; wait till five years. So, my recommendation is jump on it quickly. I also put a number here. I spent $120 to make $18.000 in one day.
So, I’ve given a presentation at the affiliate summit a couple of weeks ago, and before the presentation, I wanted to find out what we were spending. I called Wes, who is my sales guy. I wanted to know what we made, and I just said ‘hey Wes, what did we make today on Instagram ads only, not counting all our other sources?’ And he said ‘well, I’ve made over $18.000 in sells just from Instagram video ads today’. Well, I looked up how much I spent that day so far and it was $120. Got it? So, not saying you’re going to get this kind of a return, you may, you may not. Here, we have continued to run video ads ever since we could, and they work. They get comments, they get shares, they get likes, and obviously they get us business. Got it? So, what I mean by giving that to you is hey, you do not to jump on the bandwagon. It’s only going to get more competitive. So, it’s pretty cheap right now, so get on it. If you can’t link video marketing to leads, sales and customers, lead sales, customers and revenue, you’re doing it all wrong. Got it? It’s not about the views- it’s all about the results. Everything we do, everything I talk about, I want you to be able to take that through you funnel and say, okay, these video ads are generating these many leads, these many customers, these many sales. Long gone are the days of just blasting and hope it works. So, make sure you have your conversion pixels in place.
Video marketing workshop break
So, here we go. Four steps to video domination. Got it? So, all of us have ADHD. We only have s long to capture people’s attention. One of our videos says 54 seconds, and it’s funny. The video that says 54 seconds it’s actually a 2-minute 30 seconds video, and people make it all the way to the end all the time. The whole idea about us having ADHD is you need to entertain first, educate second. Get their attention first, educate second. Got it? You can’t just do your standard boring videos anymore, because there’s just too many other things that the viewer could be doing. There is too many other things that they could be watching, and a lot of times you’re interrupting them while they are doing something. You’re interrupting them while they’re on their Instagram; you’re interrupting them while they’re on Facebook, on YouTube. So, you have to make sure that you’re entertaining and just unique.
So, I’m going to show you a video that we created. This was created specifically for YouTube ads. So, let’s go here, bring yourself a browser.
“W-w-w-wait, wait, wait. We have an amazing message for you. But first, we have to get rid of the skip button.”
Okay. Basically what happens is we first have a pattern interrupt, where he jumps up, wave his hands as w-w-wait, wait, wait, we have good message and then he does something kind a fun. That skip button will appear right at five seconds and he shoots that skip button. And obviously doesn’t go anywhere, just hits and drops. And then…
“Obviously that doesn’t going to work, but you will want to stick around.”
Then, they sit around for the message. Okay? So, we get comments on all the time that people love this video. Make sure that’s entertaining. It does get us good business. Here is another really fun video that I like to show. I wish we would’ve done this one. You can always go back to and find these videos.
“You could skip this ad, but then you’ll electrocute this puppy.
Good for you. You just saved the puppy.”
Okay. So, wish I would’ve thought of that video. That’s another something that this guys did and obviously people are watching. You’ve got 300.000 views on this one just from some communications. So, very kind a creative to think of that; obviously have the puppy, cute little puppy there, a guy, skip button interacting with that. And Geico does some really good ones. You have some, let’s click on this one.
“What if this one time you didn’t press skip? You’re going to set the whole eye play through. What journey could your life take? You can see the world, places that are unbelievable.”
Okay. Now, there is another good one that’s a pre-roll ad, but here is the problem with that one. It’s only 15 seconds. So, you don’t want to create a pre-roll ad that’s only 15 seconds due to the fact that now every time that plays, you’re going to be paying. Got it? So, just some stuff that you can do.
Now, what makes a good video? You need to make sure- go back to your… A good video always has a headline problem solution call to action. That’s kind of how you need to structure your videos. It’s a simple formula, but it’s a formula that works. You always open up with a strong headline. Then you go through and identify the problem so that the person is like ‘yeah, I have that problem’. Then you show them the solution or your product and service, and how it solves their problem, and then obviously do a strong call to action. And that is where you ask them to do something. You get them to click on your website; you get them to call you. These are kind an all marketing 101. Your copy should have kind of the same structure. Okay? And then, I like to wrap it all within a story; stories convert. So, if you can tell your story, but to have a fall within the headline problem solution call to action, that is what you need. And, headline can be anything. It can be a pattern interruption thing, can be something exciting. Just, you can start at a high, high point of like excitement or desperation, or you have somebody in a situation that just gets their attention immediately, and then you can go through the rest of the script. Problem solution call to action, got it?
Video marketing workshop break
Everyone ask what links they should have on their video- doesn’t really matter. You do whatever it takes. Now, you don’t want to go up one-hour video, but you need to do whatever it takes to get the conversion. Sometimes you can do it in 30 seconds, sometimes it takes 7 minutes. So, just don’t get repeating yourself.
Now, once you have that video done, first thing you want to do is get it onto YouTube. I like t use YouTube, I don’t like to use my own like hosting services or any other, just because YouTube is the best. It has all the capabilities, everything you’re going to need, plus you have the ability to remarket anyone that watches your videos, which is huge. So, you get your video on YouTube, and then what you want to do is rank that video. You might as well get some good SEO, which is search engine optimization out of it. So, give it a good title tag, give it a very good description tag, a long one. Make sure your website, your URLs are in there, make sure you have good keyword tags. And then, what you want to do is go out and get some links to that video. I have other videos that explain how to rank them exactly and some examples of use ranking. In like 20 minutes we get them to page 1 of Google, Facebook. Got it? So, it is something you can take a video and get some traffic immediately from it, as long as you rank it. Now, you can see an example. We just got this video. This took about two minutes to do. We create a video for an orthodontist and immediately we ranked at first local area. Here is another example. These are ours ranked at ‘I want a best video marketing company’. It took me about 30 minutes ranked at there. Also, that’s an ad that I bought. So, I have both an ad out of the top three spots, I’ve got two of them. Got it? So, you just want to be out there, get people to your video so they can watch your message and then from there convert them.
So, let’s talk about ads. Once you have the video done, it’s time to start putting it to work with some video ads. You have some options, you have YouTube ads, you got Instagram ads, and you have Facebook ads. And when I say ads, I’m talking video ads. You can also do standard image, but this is specific for YouTube ads, and Instagram and Facebook. I mean, specific for video ads. Okay. So, let’s talk YouTube. And, I don’t know why that clicked on. So, on YouTube you have two options. You have an in-stream ad, which plays before the videos, and then you have in-display ad, which are the search results ones I showed you earlier, right here. Let me jump over back here to… Not there. Okay, let’s go to YouTube. Let’s type in lawyer. I don’t know why I give examples of lawyer. Interesting. Okay, there is about 2.5 million results when you type in lawyer. Right there, that’s one of our clients. You can see he pops at number 1, for that spot on lawyer. So, that’s an in-display ad right there. That’s an in-display ad. Got it? If you want to type in, let’s say you are in the speaking industry. Speaking coach. Got it? That’s- no ads. So, if there is a speaking coach out there, they might want to look at running some ad. So, let’s click on this one, and I want to show you where else you can run ad. Okay, stop. So, right here, this video right here is allowing ads. So, you can not only be here at the top, where you can have your ad here for the keyword ‘speaking coach’, but you could also if they click on this one, what do you want to do is run your video ad right here. Got it? So, you know you have a captive audience, you know you have an audience that is interested in at what you do. So, you play your [Inaudible 13:57]. Then you click on this one. She does not allow ads, and how you know that is there’s a little yellow bar. If you don’t see them at the front, it doesn’t mean they’re not available. It has a little yellow bar right there. I’ll find one for you. So, this is what you want to do, is just keyword it out. Do like 20 keywords and then go through the first two pages. Skip a few. One, two, skip a few. I would pick something that… I just want to show you this bar. So, this is kind a time-consuming thing. There’s some softwares out there that will do it for you. Come on, show me the yellow bar. There is some software, but I don’t recommend it, especially if you knew I recommend going through and doing it manually like this. Funny, funny, all these speaking people. I just want to show you guys that little tag. Actually, I think I’ve been looking for that guy. Speakers is probably not. Let’s jump over to- what can we do here? Try anything. Okay. Telecom. We had some people yesterday on Telecom stuff. That one does allow ads, but we didn’t see the yellow bar. So, you can take that one, that one showing at the first. Okay, there. Finally. So, right there. Here is a little yellow thing that just says that it allows ads. So, you want to go through every single video with your keywords, go through the first two pages actually. So, get like 10 keywords, 20 keywords. You want to rank four; you want your ad to pop up four. Then go through them and find the exact videos you want to play on. Got it? And you can do that with YouTube. And you’re going to use the Ad Words platform. So, you got before videos, and then you got in-search results; so, in-stream and in-display. Got it?
And like I said, I’ve got tutorial videos for every single one of these. So, here is something you need to watch out for on YouTube videos. Placement- obviously you don’t want to be playing on videos like “Wheels on the bus”. You’re going to waste your money. You make sure you’re very selective on where you’re placing your videos. Keywords- use quotes and be very strict. So, if you’re going to put in a keyword make sure you put quotes around it or make sure you put brackets. Brackets is an exact quote as a phrase. So, use quotes, use brackets. And then the other one is remarketing only for now. So, display… I meant discuss remarketing in the second. Oh display- so Google gives you option to put on a display videos where it’s the one that pops up in the bottom of videos. I don’t recommend doing those only for remarketing. Just big as you could waste, a lot of money. I watch my kids all the time on their phones and they always accidentally click those display ads and that’s not what you want. Got it? Here is an example of some results of some YouTube pre-roll ads. Total cost- $264. You got 2.000 clicks, 676 conversions, 39 cents of conversion. That’s very good. You may get those, you may not. I’m willing to pay $20 a conversion, $30 a conversion, $100 a conversion with some of my products. Got it? So, everybody’s numbers are going to look a little different, you just need to make sure you get where you need to be to get that return on investment. Got it?
Okay, after that you have Facebook, you have Instagram. So, Facebook video ads, Instagram video ads, we are loving these right now, and here is the reason why. With Facebook and Instagram they have so much information on consumers. They know what their liking, they know their e-mail addresses, they know how they interact, they know how much time they spend on computers. They got all this information that we’re able to take and use as advertisers. So, I can say ‘I want to run my video ad in front of all the mothers in Texas that are at this zip code, that are soccer moms, that like these pages, that do this things; or I want to run an ad to all the CEOs in New York. Okay? So, you can be very, very selective on the audience as that you want to choose, which is just so powerful. And then, the nice thing about Facebook’s algorithm is it adjust. So, as you get more conversions, you can then take your conversions and do look alike audiences. Facebook will automatically start adjusting to get you more conversions. Okay? I don’t understand how the algorithm works. All I know that it works and it’s only going to get better. Facebook is under a lot of pressure to perform and to perform, while will their stock prices are going to perform well, if us advertisers are spending money. Got it? So, their algorithm is awesome and I just feel like it’s getting better and better. I just build a look alike audience so I went and put a pixel on my conversion page, did a look alike audience, and I’m converting like $5 a conversion all day long. Go it?
Video marketing workshop break
Stuff about Instagram that you have to be aware of, it’s not like your typical platform due to the fact that people like to interact on Instagram. So, you need to keep an eye on it. This video ad that we’re running has 97 comments and a lot of these comments are like ‘hey, can you e-mail me information?’And also a lot of them are ‘take a look at this’. So, they share it back and forth, so you can really interact with the consumers, answer questions on there. It’s just a different platform, but it’s working. Facebook is the same way. People are able to interact, make comments, share it with others. So, that’s a power. And, I really like retargeting for both YouTube, Facebook and Instagram. Okay. Let me explain now how that works, after I go through these numbers real quick. So, here is an example of some tests I was running. You can see during the December years, if you go back her from December`, the price went way up. That’s due to the fact of all your holidays, people running ads, and then it just dies down. Got it? So, you can see my cost per lead up here goes up during the holidays, and then it goes back down. Got it? I’m paying 374 cost per result, website clicks- 27. See over here. Now, this is the one where they’re interacting on Instagram. We made a lot of money. I’ve spent $3.000, but trust me I’ve probably made a way, way, way more than that. Got it?
So, let me go back and I want to discuss retargeting with you guys. I didn’t do this on the presentation, but I’m going to do that now, just because I want to show you. Let’s say that I watched this video. Okay, if I decide to watch this video, if you want- you can pixel anyone that’s watching your videos. Then you can turn around and run them another video. So, let’s say they’re going to put a cookie in your browser. So, they’ll put a pixel on your browser, so they know I watch that video. Let’s say I click this guy. Of course… Let’s say I click this guy. Okay, this allows an add. So if I wanted to, I could then run that person another ad. That I know that they’ve watched one of my videos, now I can run them a different video. And, there is a lot you can do with that. Let’s say they watch a video on a certain page; you can then retarget them. Same with Facebook, Instagram. You can put a pixel on your website. So, if you go to Ydraw.com, I’m going to pixel your browser. Got it? Then I’m able to run you video ads, I’m able to run you banner ads. I just know you’re a visitor, and I’m able to take that information and build audiences of my visitors. But more powerful than that, like I talked about was look alike audiences. I know that people are coming to my site. I want those people. I could go to Facebook and say ‘Build me an audience that looks like all the people visiting my site, and they’ll build out a million person audience and you can run them ads. Okay. And we’re seeing really good conversions from that also, from the look alike audiences.
That is it. That is a quick short presentation on video marketing. If you have any questions, feel free to contact me. My e-mails are usually on my website. Go to Ydraw.com Yincmarketing.com. I’m Jace@Ydraw.com. Feel free to contact me. Let me know if you have questions. Let me know if you need help. I’m always producing these types of videos, so for some reason you need some more education, jump over onto my YouTube channel, both Ydraw and Yinc, and you can get educated. Got it?
Thanks for listening. Have a good day.
[End of recorded material]
Video Marketing Presentation
Hope you enjoyed our Video marketing workshop