Picture this: you’re scrolling through your Facebook newsfeed and a video of people tossing their phones across the street and then picking them up to reveal no damage starts playing. You stop and watch it, even for a second, right? Why? Maybe because you just dropped your phone yesterday (guilty), but mostly because videos are engaging. In fact, they’re far more engaging than images or text. Videos immediately make a connection and give a coaching business a platform to tell their brand’s story in a compelling way. This is vitally important for any online coaching business, but increasingly so for those just starting out. Especially when trying to build a following and an email list.
In the attraction phase (getting eyes on your new brand), you want to convert as much cold traffic into warm traffic as possible. Why? Because warm traffic is far more likely to engage with your content and eventually purchase your product or service.
Engaging videos help with this goal because they snag cold traffic and are more likely to keep them watching. Facebook track and records this action, so you can quickly retarget people who have watched your videos, turning them into warm traffic. You’ve already established that they are interested in your content because they have watched your video so your marketing dollars are being put to the best use possible. Plus, by using your video to promote your opt-in, you’ll also build your email list!
New research confirms the suspicion that videos are the way to go. In fact, Tubularinsights.com predicts that over 80% of internet traffic will be video driven by 2018… 80%! Facebook is not one to be left behind (as you may have noticed) so they’re putting a lot of emphasis on the medium by making it easier than ever to get interaction on your videos. They’re doing this by preferring videos in their organic reach algorithm, and with a super low ad cost per video view. According to DigitalMarketer.com, that phone case video is likely only costing the business between $0.01 – $0.06 per view!
Not All Videos Are Created Equal…
But not all videos are created equal, so let’s dig into the best practices of Facebook video marketing:
- Upload your video directly to Facebook instead of linking out to another video sharing platform. Youtube has its time and place, but this is not it. As Forbes recently noted, a Facebook video now has 10x the reach of a Youtube video.
- Create a hook. What about your video is going to make someone stop scrolling? While videos automatically play, the user has to pause on the video for at least 3 seconds for it to count in your data. So think about a compelling hook AND thumbnail.
- Use Closed Captions. Let’s be honest… we’ve all scrolled through Facebook at work/in a meeting/during dinner. No matter how interesting the video looks, someone’s not going to click it if they’re supposed to be listening to a profit/loss report. In fact, Hootsuite reports that over 85% of videos are watched with the sound off! Utilize Facebook’s free closed caption feature so your message isn’t lost to someone taking a quick peek during desert.
- Do not make it too long. Remember, people have a short attention span. Shoot for short, punchy videos that last between one and two minutes. Longer videos between three and five minutes may work, but the longer the video the more chances there are for people to drop off. As usual – test, test, and test again. Specific niches and audiences may be different.
- Create multiple custom audiences in your Facebook ads manager account. This helps you test and fine tune your ideal client or viewer. Try separating out 50%, 75%, and 95% of video watched. Obviously, the more of the video they watched equals the more interested and engaged in your content they are. The 95% audience is the most qualified audience that you can retarget and create a lookalike audience from.
- A lookalike audience is simply a new audience that Facebook creates for you from the group of people who got highly engaged in your content (like that 95% group)! Facebook will look for other people with similar interests or behaviors and create a new audience for you to target. That new audience obviously has a WAY higher likelihood of loving your content than cold traffic… how cool is that?!
- Don’t stop there. Just like on a website, you never want a visitor or audience member to reach a point where there’s no natural next step. Once they’ve watched your video be sure to retarget viewers with ads that build on your original messaging and encourage them to take the next step. They should also already be in your funnel and on your email list.
What Content Should You Have In Your Videos…
That’s the logistical part of your video…. Now let’s talk about the content. Start to think about the feeling you want your audience to walk away with after they view your video. Hope? Inspiration? Discontentment? Create a compelling story in your video to evoke that emotional response.
- The hook. This is the all important 3 seconds – you need to grab their attention to keep them watching. You can start with a question “do you want…” or “are you ….” But make sure to bring attention to a pain point which connects with emotions and agitates their struggle. For instance, “Are you stuck in a soul crushing job watching as everyone else is able to make it out on their own?” This not only grabs their attention, it lets unqualified leads pass right on by, because it’s obvious what your message is relating to.
- The story. This is the “been there, done that, now I’ll help you” part of the video. Provide value, tips, and educate with your content while making it obvious that you know their struggle. It’s easy to see successful people and wonder if they really know what your struggle is, so if you’ve been there, take them on that (short) journey. This not only builds on the know-like-trust factor, it establishes your authority.
- The call to action. This part is so important because it invites them to continue on the journey with you. It should be the natural next step of the story you’re telling them. The hook gets them to stop, the story gets them to relate with (and trust) you, and the call to action gets them to act. This initial action should be very soft, meaning free content. One to two minutes is long enough to get someone invested enough to get a guide, cheat sheet, checklist, or free training, but likely not purchase a $997 course.
Obviously, Facebook videos are good for a lot more than funny cat moments, and they should be a critical component in any marketing strategy. Of course, Facebook videos can’t do all the work on their own. They need to be supported with ads and funnels to recruit viewers and convert them into customers. This winning combo attracts ideal prospects, increases visibility, builds your authority, and moves viewers through your funnel faster.