REPLAY: Facebook Video and How to Get 1,000 Views for $4.37 [Facebook Live Show]

Posted on Posted in Advertising, Facebook Live, Video Marketing

Episode DOS of Live Online Learning (LOL)… as usual we debuted a cool cheatsheet (The 5 Facebook Video Ad Tips Cheatsheet) AND gave away a seat in my Facebook ads course.

 

We talked about:

  • Facebook Video Stats
  • Facebook Video Tips
  • Facebook LIVE Video Tips
  • Facebook vs YouTube marketing and advertising
  • And answered questions live!

To be doubly sure not to miss future live shows, opt in here to join the email list so we can keep you notified!

 

PODCAST: Video Tips, Comedy and “Picking People’s Brains”

Posted on Posted in Humor, Improv, Internet Marketing Strategy, Live Video, Storytelling, Video Marketing, Viral Marketing

Blog-Header-810x400-v26.01-Brian-CarterOne of my best friends in the marketing world, Jason Miller…

  • A man I’ve been on cruises with (yeah I guess we’re old?)
  • A man I’ve studied VIRAL FACEBOOK MARKETING with (we did a landmark ebook called Contagious Content that guided over 100,000 marketers in how to create Facebook posts that get more shares)
  • A man born on the SAME DAY OF THE YEAR AS ME – we are astrological twins!!!
  • A man I’ve watched STEVE VAI play guitar with MY WIFE with…

Jason Miller formerly of Marketo now of LinkedIn interviewed me for his podcast, which rocks as much as he does… We talked about:

  • Should we just do talking heads in live video?
  • Why does Brian have a green screen?
  • Should you let people pick your brain over coffee?
  • Professional quality video tips- start for less than $200!

Check it out.

Did You Know There Are 5 Types of Facebook Video Ads?

Posted on Posted in Facebook Advertising, Facebook Marketing, Social Media Strategy, Video Marketing

Facebook video is huge- Facebook reported seeing 100 million hours of daily video watch time near the end of 2015. And with the newer “related videos feature,” where people are automatically served another video after their current one, you can bet video views have grown dramatically from there.

There are a lot of Facebook video options:

  • Facebook Live
  • Facebook video in your personal or page posts
  • Facebook video ads


As you might know, I am a big believer in advertising everything you can on Facebook, even if you have a small budget…

Before you run away- let me explain!

What happens if you don’t use ads with your videos?

  • No certainty you get views. They don’t get viewed much. You may get lucky if your video is super awesome and goes viral… but unless you’re already a celebrity, you probably won’t get more than a couple thousand views.  Even if you’re super interesting and talented, most videos don’t go viral- they get a few hundred views and fizzle out.
  • No certainty of target audience. Organic videos don’t necessarily reach who you want them to. Who sees them is not under your control. It’s whoever happens to be on Facebook right then, however the algorithm works, whoever likes or shares, whoever their friends are, et cetera.
  • No certainty of reaching your target buyer. If you’re doing this video for business, you might not reach your target customer. Or out of your several hundred views, maybe only a few dozen are your ideal buyers.
  • No certainty of traffic, leads or sales. Even if you have a link somewhere in that video or post, the percentage of those who watch that click is not 100%; it’s going to be between 1-10%. So if 200 or so watch, maybe 2-20 people click to your site. And what % of visitors do things on your site? Maybe 1% buy and 10% opt into an email list? So very little action comes from this.

But when you advertise your videos, you can:

  • Reach exactly the right audience (your best buyers, not just anybody, not just friends family employees)
  • Reach them right away (not like whenever… maybe… but NOW)
  • Reach enough potential customers to discover how they respond to your content- or don’t
  • Get more detailed stats and metrics from the ad manager than you do from Facebook Page Insights

The last thing is critical. If you don’t run ads for your videos, you won’t get a lot of analytics or insights about them. And you won’t learn much. The video analytics you get when you don’t run ads are pretty limited.

Trust me, you’ll be surprised by what you learn. You need to know

  • How many seconds people are watching your videos on average
  • Which audiences watch them the longest
  • Which ones convert
  • Which ones don’t

There are four ways to run video ads on Facebook, and all produce different results.

The first thing you absolutely MUST understand about how Facebook ads work, that many many people don’t know is that the ad goal determines who FB shows the ad to  based on their most common FB activities which ensures you mainly get that response and very little of the others…

In other words,

  • Choosing an engagement ad shows the ad to people who engage a lot, but these people don’t necessarily click to websites…
  • Choosing a video view ad shows the ad to people who view a lot of videos, but these people don’t necessarily like posts or click to websites…

So your actual Facebook targeting is:

  • Not just the targeting you choose, but also
  • The subset of those people who most do the thing that you’ve chosen as your ad goal.

targetingbygoal

The five ways to advertise video on Facebook are:

  1. Video in post, promoting the post (whether boost or a post promotion ad from ad manager/power editor): gets you in front of the subset of your audience who likes, shares and comments on posts, so you get much more engagement on the post than video views, link clicks or conversions
  2. Video view ad: gets you in front of the people who watch a lot of video, so you get a lot of video views, more than post engagement, link clicks or conversions
  3. Website traffic ad with video instead of image: gets you in front of people who click off FB on links to other sites (but not necessarily the subset that converts), so you get a lot of link clicks, more than video views, engagement or conversions
  4. Website conversion ads with video instead of image: gets you in front of the people who click AND convert BOTH, so you get conversions, but less clicks, video views and engagement.
    Start with your goal, then choose the right ad type.
  5. Awareness boosting ad with video instead of image: this is interesting, because in our initial tests with this, it actually beats the video view ad at its own game!

Here’s how those shake out:

video options

NOT PICTURED: The awareness boosting ad gets you larger reach and at times can get you more views and longer duration than the video view ad.

But just beware- both the video view ad and awareness boosting ads can get you a lot of exposure but won’t necessarily get you interaction or conversions.

What do I recommend?

I like the awareness boosting ad and the website conversion ad with a video in it. I run them in separate campaigns with separate budgets.

That way you can get exposure AND conversions. Best of both worlds.

But it’s going to be different for all of you- if you have someone looking over your shoulder who expects to see interaction on your Facebook post that has a video in it, you probably should run a post promotion ad (similar to a boosted post)… remember, it’s all about your goals!

Why You Have to Market with Facebook Video

Posted on Posted in Facebook Advertising, Facebook Marketing, Video Marketing

I mean it’s obvious why Facebook video rocks, right? I mean you see a ton of it in your news feed. Right? It’s always there.

Facebook live, Facebook edited videos, it’s constantly there and you’re getting pulled in from one video to another through that carousel experience. You may be watching a sequence of videos before you even realize it.

It’s very popular and Facebook is pushing it like crazy, they definitely want to beat YouTube. YouTube just put out there YouTube Live thing, so Facebook and YouTube are fighting for video. There’s a huge war in general about the screen.

Facebook’s going to bring in all these people like Gordon Ramsay and try to capture your video viewing time. They don’t want you to necessarily to be on Netflix doing video viewing, they’d rather you were on Facebook doing it. Right? Anyone that’s using Facebook video has a huge advantage right now.

I’ll talk at some other time about photos versus videos, because photos still have a big advantage on Facebook just because they’re so quickly consumed. It’s not easy to do Facebook video, or video anywhere well, in a way that people are going to love. It’s a huge opportunity because Facebook really wants everyone to see it, so they are favoring it in the news feed… so you should definitely figure out how to do video.

There are a lot of internal obstacles to it:

  • Like our videos aren’t good enough
  • We don’t have enough money
  • We’re not good on camera

You can do something like this. I’m filming this on an iPhone. I bought like an eight dollar thing to attach it to my tripod. My tripod probably cost thirty bucks, I don’t even remember. You can go on Amazon get a tripod and a little thing to attach your iPhone to your tripod.

The iPhone creates great, I don’t even have special lighting in here. When I bought an HD camera that required special lighting to look good. My iPhone does not, it’s very low maintenance.

There are ways to get involved and do video, and you’ve got to figure it out and start doing it because it’s a huge opportunity.

How Not to Suck at Live Video

Posted on Posted in Influencer Marketing, Live Video, Social Media Strategy, Video Marketing

hownottosuckatlivevideoHere’s the problem with LIVE VIDEO, which yes is a huge opportunity for those who use it well:

Most live Facebook videos I see make me say, “Ah, well that’s why you’re not on real TV…”

Be careful that, with your broadcast, you’re not saying to everyone, “My narcissism makes me believe that OF COURSE you will want to watch me now that I can broadcast to anyone! Why? Because it’s ME!!!”

And make sure you pay attention to how long people watch- video retention time is the most important metric and the biggest reality check. People DO NOT watch your entire videos.

Here’s the problem with live video:

  • Most people are not interesting enough, or
  • Trained on being on camera, or
  • Have any on camera experience.
  • And if they don’t care whether they’re interesting, then they’ll never fix any of that.

Yes, you’ll easily get a small number of people with a ton of time on their hands who love you who will watch, but if you want to reach more than say 5,000 or 10,000 people, you need to heed this…

There’s actually a whole industry for quality video- two in fact- TV and movies. And if you hadn’t noticed, it’s not easy to succeed in them.

The whole local news anchor trying to become a national news anchor thing… it’s tough.

Moving to L.A. and struggling to get into the movie business. The struggle is real. It’s hard. A lot of people never make it.

Why? Because even people who get on air or get into movies don’t all succeed.

Why? Because you have to be extremely likeable and talented to rise to the top.

The fact that you can broadcast is not some magical thing.

You still have to be interesting.

More interesting than the video of people snuggling with elephants that’s below you in the newsfeed, more interesting than the trending news about the new movie trailer that I want to watch.

This is why I think edited video is better than live video: edited video is shorter and quicker and it respects the viewer’s time and attention. It cuts from one shot to another every few seconds. It’s interesting.

If you do live video…

  • Do something that grabs attention, on purpose.
  • Re-grab attention every 30 seconds, on purpose.
  • Deliver value and tell them what that value is and why they should care and what it will help them with.
  • Continues to deliver value and make sure they know what it is every minute.
  • Be a pretty charismatic individual.
  • Try adding sexy people, funny people or explosions.

One of the few compliments I’ll give Gary V is that he is very attention-grabbing.

But not everyone naturally is.

If you’re not an extrovert from New Jersey who’s constantly dropping F-bombs (which is not only inappropriate for most of us, but I agree with Seinfeld: it’s cheating), you’d better be interesting in some other way.

So:

  • Why should I watch?
  • Why are you interesting?
  • Why is what you’re saying valuable?
  • How are you entertaining?
  • Are you making eye contact?
  • Are you smiling?
  • Are you likeable?
  • Are you engaging?

Be honest with yourself (your best friends won’t be, because a lot of times people think being supportive means being positive even when that means lying).

If you aren’t getting big engagement and views, you might need to make some changes.

  • Try improv
  • Try stand up comedy
  • Try toastmasters

All three of those will make you better.

Everyone starts somewhere, and you can get better.

The point is, realize where you really are at, and work at getting better!

How to Get 1,000 Facebook Video Views for $4.37

Posted on Posted in Advertising, Facebook Advertising, Social Media Marketing, Video Marketing

Facebook Views 4.37Wowza, we’ve hit new performance levels for Facebook ads for video for one of our clients: $0.004 per video view… that’s 1,000 video views for $4.37… because my wife and co-Facebook advertising expert Lynda Harvey-Carter is a hard workin’ Facebook ad genius…

And yes, this is to U.S. audiences…

How did we do it?

First, we spent time testing the targeting audiences and the creative with page posts and lead gen ads.

So we’ve been learning

  • Which targets work best and which don’t, and
  • What kinds of creative (images, headlines, copy) they respond to and which they don’t.

You have to always be:

  • Understanding your customer better and better and then
  • Creating ads that stimulate their emotions more and more

That means creating 5-10 ads at a time. If you only create one or two ads, you’re doomed. Even if you’re testing just one video, you can:

  • Show it to different targets
  • Write different phrases above that video to pre-frame how they think about that video

Don’t make just one video- make 3 videos or 5 videos. You don’t know which video  is going to be a hit. No matter how smart or experienced they are, even expert marketers often guess wrong.

Let the customers tell you what’s amazing. How? By putting a lot more creative in front of them. You’re not the customer, even if you are, because you’re too close to it. You know too much.

Keep in mind that a “video view” on Facebook is really just 3 seconds.

In this case, we achieved 30-second views for 2.7 cents each, which is super affordable.

But the point is, you’ve got to hook them at the beginning (give them a reason to watch to the end) and don’t make your videos too long.

The next level with video advertising is learning how to get people to stay with the video…

…most people don’t think about videos this way yet, because they assume that everyone will watch the whole video. But analytics tell us that’s just not so.

Go to the analytics for any of your YouTube videos, and look at the retention graphs.

You’ll see something like this:

You lose a ton of people right away, and you lose more continually. Only the hardcore viewers stick… unless you get clever with your structure.

For example:

  1. (0:01 – 0:03) GRAB ATTENTION: How do you get them to watch (and turn on sound)?
  2. (0:04 – 0:10) HOOK/PROMISE/MYSTERY: How do you get them to stay til the end? This doesn’t have to be a promise you’ll give them something, but could be that you’ll tell them something, show them something, or even more subtly, you’ll answer a question that has developed in their head, which you may have asked outright, or you may have caused them to ask in their head- a mystery! Another example of this kind of thing you’ve probably seen is those list posts 10 Whatevers and #3 Changed My Life!
  3. (0:30 – 1:00) The longer your video is, the more you have to think about KEEPING ATTENTION or GRABBING ATTENTION ANEW and
  4. (1:00 – 1:10) REHOOK/RESTATE PROMISE that’s coming before the end of the video or even
  5. (1:11 – 1:30) ADD ANOTHER PROMISE OR MYSTERY for later in the video

Do video ads get clicks and leads and sales? They can, but keep in mind that…

Every Facebook ad has one goal.

  • If you want clickthroughs, use a website click ad.
  • If you want conversions, use a conversion ad.

If you’re not using Ad Manager or Power Editor, you won’t know what I’m talking about. You can’t do this with “boost posts.” If you’re still boosting posts, you’re in Facebook Ad Kindergarten. Time to grow up and use the big kid tools 🙂

That means a robust FB ad account needs multiple campaigns with multiple ad goals. You want to hit your customers with multiple types of ads that each have a different goals. Start there.

That said, if you run enough variations, you will find some post promo ads or video ads that lead to clickthroughs and conversions, but conversions from video ads will usually be more expensive than those from website conversion ads. Often the CPC from post promo ads or video ads is $1-2 or more… and that’s high for Facebook ads. But if you’re using conversion ads, we’ve seen $0.11 leads, $0.54 leads, $2.00 leads… so expect video ads to get you video exposure, nothing more. Anything else is a bonus.

In some cases, a video helps you more on the landing page than in the ad, if you’re thinking about cost per sale. Even then, sometimes images do better than videos. Are you split-testing your landing pages? Don’t assume anything. “Videos will convert better,” is an assumption.

All of this stuff- the strategy, and the how to create and optimize the ads, is in my Facebook Advertising Leads and Sales Course… Get in there so I can teach you everything!

Enjoy and let me know if you have any questions!

2,200 Content Ideas That Will Actually Get You Sales [VIDEO]

Posted on Posted in Blogging, Content Marketing, Video Marketing

Businesses today must create CONTENT. What should you create? And do you avoid creating interesting but disposable buzzfeedish crap and conceive more content that actually gets you sales?

“The best way to have good ideas is to have a lot of ideas” – Linus Pauling (you know, the only guy to win four Nobel prizes by himself)

Great video, bad hairday. My hair has its own ideas.

For the tools in this video, look below!

Check out: