Today I’m going to be going over the 3 step process we used to get over 1 MILLION views on a pair of videos we recently launched on a small Facebook page. Even better, they brought in a lotta sales 🙂
So everyone right now is freaking out and panicking over the engagement-bait update. It’s and engagement-bait and click-bait update from Facebook. So this is just crazy, okay? This is no different to any of Facebook’s previous cleanups of the newsfeed content. Yes it involves the lowering of organic reach if you’re click-baiting, but if you actually read the article (you can Google it or click here to view it), it mentions if you’re providing an authentic experience for your fans then you’ll likely be unaffected by this update.
So this is no different to them going ahead and cutting down on click-bait content as they’ve done in the past. As long as you’re producing good content that is providing a good user experience, you won’t be affected by these updates that Facebook is continuously rolling out. It shouldn’t be a shock that they’re to improve their platform.
So my partner made a point about this. He compared running an online business to a pizza place.
You have to adapt to the environment. As you know, pizza places have now had to adapt to gluten-free bases, cauliflower crusts, etc to adapt to the trends that are happening within the health industry right now. So this shouldn’t be any different. You should just adapt to what Facebook has stated and continue providing an authentic experience for your users.
So here are the two videos that we ran on our Social Panda page. As you can see on the very right, it (at the time) had 7,500 likes. And over these two videos shown below we’ve got over a million views. So today I want to show you how you can go ahead and create these videos. And the great thing about these videos is they actually generate sales.
They’re not viral videos of people pulling pranks, being drunk or being stupid, funny Vines or anything unrelated to our niche.
Those videos are good for traffic, but because they aren’t targeted to what you’re selling, your niche or your product, they don’t really generate sales for your business. So I’ve broken down the meat of today’s training into three different steps. The first step will be the video creation process and that is basically explaining what type of video to create, how to create this video, and why you’re creating this type of video. The second step will be the traffic strategy and that’s how to get very cheap views on your video. And the third step is the sales strategy (how to use a special work around strategy we use to get the cheapest sales from these videos), sound good?
So the first step is the video creation process. What you want to do is you want to keep these videos below five minutes where possible. As you know within the Facebook newsfeed, everything has to be consumed very, very fast. Everyone’s scrolling through their newsfeed. They don’t want to watch a 30 minute training video on Facebook. It just doesn’t make sense. They’re not going to watch the full thing. So you want to make these very short, content-filled videos that are easy to consume and are likely to get your message across in that short period of time.
We’ve broken out a formula that’s proven to convert and this is the structure we use.
- We call our target audience out.
- We explain a problem that exists.
- We present a solution to that problem.
- We explain the benefits of the solution to that problem.
- And then we provide an example.
And I’m going to go through each one of these steps and show you how you can implement them for what you’re selling in just a second.
What you want to do in these videos is you either want to be on camera or you can do a PowerPoint like I’ve done in my video above (if you’re watching vs reading this) and just do a voiceover. But preferably if you do that, you want a video of you in the bottom right corner as you’re going through the video. And the reason for this is it just builds trust with your viewers. There’s a real person that is presenting what they are consuming.
And it has been proven when there is someone on video that there is a personal relationship there, even though you’re not interacting with them one on one in a chat, for example, there is that one on one interaction and there is that increased engagement.
So here’s what we do when we create our videos. Now keep in mind you can tweak this to your business or whatever is easiest for you, but this is what we do. We open a Word document and we type out the following headings. The ones I just explained. The calling them out, problem, solution, benefit, and the example. And once we have typed out those headings, we bold them and then we start to actually fill out the content below those headings. So we will start typing a paragraph below each heading that elaborates on the heading.
And just a quick not before you go ahead and you go through the whole process, the video you’re creating or the video you’re planning must be showcasing something you’re selling. This is a very key point and I mentioned it earlier. We’re not creating funny videos that are going to generate a few 100,000 views because they’re not directly related to what we’re going to be selling to our audience.
I’m going to show you the sales process a little later. I just wanted to make that very clear. We’re not creating a funny video, we’re not showing drunk people doing stupid stuff.
Those kinds of videos generate traffic, but they’re not your core audience. They’re not a target audience that you want for your product. So although the views might look good (vanity metric), the amount of targeted people you’re going to get to your product is very, very low.
So I’m going to go through an example of the video creation process using this video that we created. So this one has 140,000 views and we broke it down like this.
- Who did we want to call out?
- Who is our target audience for this video?
And in this case, it was people running Facebook ads. So Facebook advertisers. The problem that we wanted to solve in the specific video (below) was that retargeting is complicated, it costs money to run retargeting ads, and running a retargeting ad doesn’t guarantee that the person will see your offer again.
The whole point of retargeting is to get people to come back if they don’t purchase the first time around. Now retargeting ads puts that ad in front of the person, but it doesn’t guarantee that they’re going to see it. They could just be scrolling through their newsfeed. It doesn’t guarantee that they’re going to see that offer or that ad again.
The solution to that problem in this case which is the whole point of the video was to sell our Message Hero software. The solution is that Message Hero provides free retargeting inside the Facebook Messenger and guarantees that they see your offer again. And it’s easy to set up. And then we explain the benefits of that. They don’t need to pay for retargeting ads because once we have them on our Facebook Messenger subscriber list, we can retarget to them using a special sequence we set up inside of Message Hero. And those messages that you retarget to them have a 90%-100% read rate.
So we are solving the entire problem and the benefits are explained within the video. And then what we do is we show an example of how they can go ahead and set up that retargeting campaign inside of Message Hero. So you guys can see how this flows, right?
Psychologically, it makes sense to call the actual target audience out so the people who are viewing your video, first of all, are very targeted to what you’re going to be selling them and then you produce a problem that will be directly attributable to who you called out. So Facebook advertisers obviously run retargeting. You provide a solution to that problem they’re experiencing and then you show them how they can actually solve that problem using whatever you’re selling. In our case, it was our Message Hero software.
And just very quickly to summarize the video creation.
- The video must be short, under five minutes if possible.
- The template that is proven to covert that I just went through.
- You can be on camera if you want to. It’s not 100% necessary, but it definitely does help.
- Directly showcase the product or service you are selling.
- I didn’t mention this before, but at the end, you can add a call to action on screen. Like a little bar at the bottom, for example. That’s what we do. And it says, “Go to msghero.com for a free trial.”
Although we are not including a link in the actual ad, there is still that call to action in the video so if people get to the end, obviously at the end they are very, very engaged with what they’ve consumed. There is a little call to action. Nothing too pushy, just, “If you’re interested, you can go to msghero.com for a free trial.” Because up to that point, they are engaged, they’re interested in the solution, and if they want to, they can go and sign up to our software.
So now that we’ve set up our video, the next point is the traffic strategy behind actually getting the views to the video. What we do is we run Facebook ads. Now, everyone when you talk about Facebook ads wants to know about budgets. And we just recommend anywhere from $5 per day upwards depending on what you can afford.
This strategy is not only for people running $100 to $200 to $500+ per day. You don’t necessarily need a million views on your video. This is to actually get your videos out there and test a few campaigns and if you’re making a healthy return on investment, you can reinvest what you’re earning back into the strategy and start scaling that way.
So start with what you’re comfortable with. That could be $5 per day, that could be $20 per day on your video. It doesn’t really matter. The key here is to get a targeted audience consuming your video and from there, if you have a healthy ROI, you can scale your campaign.
Secondly, you want to use the video views objective when creating your ad. You don’t want to use the conversion or the traffic objective. You only want to run video views objectives for your ads. Do not include any links to your product or service in the actual ad copy or in the template. So for example, you have the option to include a link if you’re running a traffic or conversion ad. That’s not what we’re doing. We are only going for views.
So we don’t include any links in our copy or in the template because this will increase your ad costs and I’ll show you how we actually display the link a little later in the sales strategy.
And the final point would be; you have to write enticing ad copy. And the way to write enticing and engaging ad copy is through the use of emojis, short interesting copy that intrigues people so that they want to watch your video.
So if we go back to our examples shown above, you can see we have used pretty good copy. Our headline of the copy is pretty much free retargeting and we go ahead and we explain what they’re going to consume in the video.
Let me quickly show you how to create the video views ad.
Excuse the responsiveness of this browser resize. I had to resize it for the video so it might look a little bit squashed. If you go and you create a new ad within your ads manager, click on video views (under your marketing objective, click on video views).
After naming your campaign and proceeding, you’ll need to set the targeting options. And I’m not going to go through that, but basically you want to target people that are representative of your niche. And then you chose your placements and you go ahead to the actual ad and that’s where you upload your video and you set your ad copy.
So I just wanted to show you very quickly which marketing objective you choose. And you can obviously go ahead and set your targeting and your budget etc everything yourself.
The third step is the sales strategy and this is where it all ties together, where everything comes together and it makes sense. So if you’ve made it this far, it’s about to all come together for you and you’re really going to have a light bulb moment. So the first step is to create the video, the second step is to create the Facebook video views ad, and the third step is to create custom audiences of people who view your video ad.
You can create custom audiences of people who have watched up to certain points in your video and those will obviously be highly engaged people to what you’re going to be selling. Remember our video is created around what we’re selling. So the people who have watched to a certain point in that video are very, very targeted.
And the fourth step is therefore to retarget to these custom audiences with your actual product or service. So because they’ve already watched your video, they know about the problem that your product or service solves and then they’re seeing another ad that is selling your product. And they can click through and they can purchase.
I’ve done my best to visually outline this whole strategy above (don’t judge 😉 ).
On the left here we have the original video. This is our original video ad. And then everyone who views a certain percentage of the video is funnelled into a custom audience. And this is done automatically on Facebook’s side if you create a custom audience. Everyone who views the video to whatever percentage you set is added to the custom audience that you create.
So for example, if I create a custom audience of everyone who views 25% of my video, everyone who watches 25% of the original video will automatically and forever be added to this custom audience. And I can then create a retargeting ad. This is the actual ad that is selling Message Hero in this case (shown above), but an ad that is selling your product or service. And you target this custom audience with this retargeting ad.
The only people who are seeing this retargeting ad selling your product are the people who are already engaged with the problem you are solving with your video. Does that make sense?
So instead of just running this to cold traffic or warm traffic of people who don’t know about your product or service yet, you are first qualifying people with your video and you’re giving them value as well. Then you’re creating a custom audience of these targeted people and then you’re only selling your product or service once they’ve actually shown an interest.
The retargeting ad above will go to our sales page and then we can also use the same retargeting ad, but retarget people who have landed on our sales page. So you can see how it goes in a circle (the back and forth white and orange arrows in the image above).
Now what’s very cool is this whole part of the cycle (we’ll call it the cycle) is actually automated. All we have to do to continuously make new sales is keep adding new original videos and create custom audiences for those videos. And then the retargeting in this whole process is automated once it is set up. We just keep adding front end videos and the back end process is automated for us.
We just keep replacing a front end video so we have new traffic coming into this automated funnel (shown in the graphic above).
You may be wondering how do you create this custom audience for your original video? You go to your custom audience manager within your Facebook business manager. I’ve put the URL below (or click here) if you want to go to it. You click on “create audience” and select “custom audience”. Then you select “engagement” from the options in the pop-up.
You then select “video”, as shown in the image below. And in the engagement field in the pop-up, you create separate custom audiences for people who have watched 25% of your video, 50% of your video and 75% of your video.
Now keep in mind when you do select, for example, people who have watched 25% of your video, a little select video link will pop up and you just have to click on that and select the video for which you want to attract people who have watched the certain percentage of your video.
So create three custom audiences.
One for 25%, one for 50%, and one for 75%.
So I’ve tried to outline the benefits of this video strategy. First of all, you’re getting very cheap views because you have no links in the original ad. And even cheaper clicks through to your product (from your retargeting ad) because these people are very, very targeted. They’ve shown an interest in the original video and they’ve seen the solution your product provides to a certain problem.
They’ve watched your video and they know your brand. They know you. They’ve seen your retargeting ad, they click through your retargeting ad because they’re interested.
We’ve qualified them, remember with that first video?
So because they’ve watched a certain percentage of our video, they are qualified to actually use our product. Otherwise they wouldn’t be watching past the problem part because they wouldn’t have that problem.
They’re only going to watch the solution if they have that problem. We’ve qualified them as being someone who could benefit from what we’re selling and ultimately, they purchase.
As I mentioned a little earlier, this is 90% automated. We just keep adding new step one videos.
You just have to keep adding front end videos to get traffic into the first part of your product funnel. The custom audiences, once created, will automatically be populated from people watching your videos.
Then the retargeting and the back and forth between the sales page and the retargeting ad are all automated. You just have to keep coming up with new videos around your product and the problem it solves. You can just brainstorm the different problems your product solves and then break up each problem into a video with the different headlines.
So I really hope you enjoyed this article/training on our Facebook video stategy 🙂
If you’re interested in MSGHero, click here to join in on the fun. It’s free and easy to get started, and we hope to see you on the inside.
Have any questions about this strategy? Respond in the comments below – we reply to every comment 🙂