The 3-Step Facebook Video Ad Formula · PDF fileThe 3-Step Facebook Video Ad Formula The best...

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The 3-Step Facebook Video Ad Formula The best types of Facebook video ads educate, demonstrate, entertain and also sell. We refer to this as “edu-sales-tainment.” These videos follow the same basic 3-Step Formula: 1. Intro: Stop The Scroll, Get Attention. Get the viewer to stop scrolling in their newsfeed and then click on the ad. This is in the first 3-10 seconds using some kind of “pattern interrupt” to implore the viewer to stop in their newsfeed and click the button to watch or unmute. You can do this in 2 main ways: 1. Use text overlays or subtitles to tell the same story visually, even if the video is muted. 2. Use text overlays to tell the viewer to “Click to Hear” your important message. *Insider Tip – When in doubt go to the 3M’s: MOTION Moves the Masses. (Movement especially in those critical first 3 seconds gets attention and can help create a better pattern interrupt.) 2. Middle: Use EDIE (Educate, Demonstrate, Inform or Entertain) This is the “meat” of the video – about 90% of the entire video. Our best videos usually have at least two of the EDIE principles – and the most profitable videos (that go viral AND also generate millions of dollars in product sales) usually have all four. (Poo-Pouri, Squatty Potty, Dollar Beard Club, Dollar Shave Club, etc.) *IMPORTANT: How can you make your video more Shareable? And being shareable does not mean it HAS to be funny. Below are the 6 Principles of Why People Share Things, According to Jonah Berger, author of the great book “Contagious: Why Things Catch On.” 1. Social Currency – Things that make people look good to talk about it. 2. Triggers – Things that are cured by the social environment that make us reminded to talk about them. (Current events, holidays, etc.) 3. Emotion – When we feel or care about something we share it.

Transcript of The 3-Step Facebook Video Ad Formula · PDF fileThe 3-Step Facebook Video Ad Formula The best...

Page 1: The 3-Step Facebook Video Ad Formula · PDF fileThe 3-Step Facebook Video Ad Formula The best types of Facebook video ads educate, demonstrate, entertain and also sell. We refer ...

The3-StepFacebookVideoAdFormula

ThebesttypesofFacebookvideoadseducate,demonstrate,entertainandalsosell.Werefertothisas“edu-sales-tainment.”Thesevideosfollowthesamebasic3-StepFormula:

1. Intro:StopTheScroll,GetAttention.Gettheviewertostopscrollingintheirnewsfeedandthenclickonthead.Thisisinthefirst3-10secondsusingsomekindof“patterninterrupt”toimploretheviewertostopintheirnewsfeedandclickthebuttontowatchorunmute.Youcandothisin2mainways:1.Usetextoverlaysorsubtitlestotellthesamestoryvisually,evenifthevideoismuted.2.Usetextoverlaystotelltheviewerto“ClicktoHear”yourimportantmessage.*InsiderTip–Whenindoubtgotothe3M’s:MOTIONMovestheMasses.(Movementespeciallyinthosecriticalfirst3secondsgetsattentionandcanhelpcreateabetterpatterninterrupt.)

2. Middle:UseEDIE(Educate,Demonstrate,InformorEntertain)Thisisthe“meat”ofthevideo–about90%oftheentirevideo.OurbestvideosusuallyhaveatleasttwooftheEDIEprinciples–andthemostprofitablevideos(thatgoviralANDalsogeneratemillionsofdollarsinproductsales)usuallyhaveallfour.(Poo-Pouri,SquattyPotty,DollarBeardClub,DollarShaveClub,etc.)*IMPORTANT:HowcanyoumakeyourvideomoreShareable?AndbeingshareabledoesnotmeanitHAStobefunny.Belowarethe6PrinciplesofWhyPeopleShareThings,AccordingtoJonahBerger,authorofthegreatbook“Contagious:WhyThingsCatchOn.”1.SocialCurrency–Thingsthatmakepeoplelookgoodtotalkaboutit.2.Triggers–Thingsthatarecuredbythesocialenvironmentthatmakeusremindedtotalkaboutthem.(Currentevents,holidays,etc.)3.Emotion–Whenwefeelorcareaboutsomethingweshareit.

Page 2: The 3-Step Facebook Video Ad Formula · PDF fileThe 3-Step Facebook Video Ad Formula The best types of Facebook video ads educate, demonstrate, entertain and also sell. We refer ...

• Notallemotionstriggeralotofsharing.• The3A’s-Awe,Anger,andAmusementtriggerthemostsharing.• Vanityalsotriggersalotofsharing.• Non-sharingemotions:SadorContentment.Peopledon’tliketosharevideos

thatmakethemsadorjustcontent.4.Public–It’seasiertoimitatesomethingyoucanseesomeoneelsealreadydoing.5.PracticalValue–Weliketoshareusefulorvaluableinformation.6.Stories–Youmayhaveheardthesaying“Factstellstoriessell.”Well,goodstoriesalsospread.Asyoucansee,therearemanywaystomakeavideoshareable.There’s3mainreasonstotrymakeitmoreshareable:1.ObviousReason:Yougetfreeviews&clicks.2.NotsoObvious:YougetrewardedbytheFacebookadsalgorithmandgetinsanelycheapviews&clicksandwaymoreimpressions.Andthisisonanexponentialscalenotalinearscale–soinsomecasesyoucanseeyourcostpervideoviewbe10-20moreorlessthananothervideodependingonthequality.(Andwhenyou’reusingtheWebsiteConversionsObjective,thisequatesto10-20timesyourconversioncosts…)3.AnotherReason:Chancesare,ifyourvideoisshareablethenyou’remakingagoodimpressionwiththeviewerandbuildinganinstantrelationship.(You’remakingadepositof“goodwill”or“relationalequity”withtheconsumer.)

TheEDIEFormulaEducate–Howcanyoueducatetheuseraboutsomethingthatsolvestheirbiggestchallengeorfrustration,orhelpsthemachievetheirdeepestdesire?-This6-minutevideocontinuouslyeducateswhilealsoseedingthenextaction,whichistoregisterforawebinar.https://www.facebook.com/?feed_demo_ad=6055720367468&h=AQBW9NiuWtwl-klt-Thisnextoneisa9-minutevideo!Withbadlighting.(Daylightwasrunningoutandsoftboxlightswouldn’tworkinthescene)Anditgeneratesnewcustomersforunder$5percustomer…Iteducatesandgivessomeuseful,recipe-likeinformationthatpeopleliketoshare.(“Thefirst4audienceswestarteverycampaignwith”whichisinthisvideofeelsveryuseful,whichisthe5thprincipleofwhypeoplesharethings.)Demonstrate–Showyourproductinuse,showatransformation,ordemonstratesolvingaproblem.(Showyoucanhelpthembyactuallyhelpingthem.)-ThisvideoproducedbyKarenXChangisaperfectexampleofdemonstratinghttps://www.youtube.com/watch?v=z6oxpWlCzrU

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Productsthatsolveproblemsworkwellforthismodality.Forexample,atoolorsoftwarethatsavesyoutime,moneyoraheadacheisperfectforademonstration.However,animportant(andoftenmissed)elementtowinningwiththisstyleismakingsureyoubringattentiontotheproblemyourproductorservicesolvesfirst.-Thisvideodoesagreatjobofdoingthishttps://www.youtube.com/watch?v=FP9vrH548kUInform–Givepeoplean“AhaMoment”Tryandmakeyouraudienceawareofaproblemtheymightnotrealizetheyhave.Example:informingpeopleaboutfoodspopularculturemightbelievearehealthybutareactuallycausingyoutogainweight,loseenergy,etc.Ortryandmakeyouraudienceawareofasolutiontheymightnotrealizeexists.Example:Howthese11superfoodscantransformthewayyoufeeleveryday,andthatyoucangetthemallwithoutspending$300atthegrocerystorehttps://www.facebook.com/VegetableJuicing/videos/989895737732299/Entertain–Ifyoucanentertainandmakepeoplefeelgood,laugh,orsmile,theywillwatchyourvideooverandover,andsharetheheckoutofit.Awellwritten,produced,anddirectedfilmkeepspeoplecaptivatedandgluedtotheirseatsfortwohours.Whenyousitthroughagreatmovie,youdisconnectfromrealityandallthecrazinessoftheoutsideworld…Themostviralvideosentertainpeoplemorethananything.Howcanyouputjustalittleextraeffortintomakingyourshortminutevideoalittlemoreentertaining?ThebestandmostprofitablevideoshaveallfourofEDIE’sprinciples.DollarBeardClub,Poo-Pouri,SquattyPotty,andChatbookareafewexamples:- https://www.youtube.com/watch?v=bU64GI0Aj3A (Used a proven formula introduced by Dollar Shave Club for their first big video, but have produced several more home runs since with their own authentic style.) -Poo-Pourri https://www.youtube.com/watch?v=ZKLnhuzh9uY -Squatty Potty https://www.youtube.com/watch?v=YbYWhdLO43Q -Chatbook

End:Pivot

Afterthemiddlesegmentofthevideo,theendingisthetimeto“pivot”tothecalltoaction.Thecalltoactionshouldbespokenintheaudioaswellasappearinthevideo.Thiscanbeavisualcalltoactionbannerwhichappearsatthesametimeasthepitch.

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ContentTypesWhendoingvideoadsonFacebook,thereare3maintypesoftypesyoucanusetoaffectivelygetanoptinorsellyourproduct.Theyinclude:

1. Advertorials(3-6minutesisthesweetspot.However,wehave6-15minutevideosdoingexceptionallywellaswell):

https://www.facebook.com/204882222567/videos/10153171899197568/2. Short“DidYouKnow"orDemoStyleVideos(15-30seconds):

https://www.facebook.com/?feed_demo_ad=6029557472475&h=AQAX7mQcwBatxkug3.TraditionalCommercialStyle(30seconds–3-min)Mostvideosyouseefollowthisstyleandcanbehighlyaffective.

VideoAdTipsSomehelpfultipswhencreatingthevideoinclude:

● Anintroductorypatterninterruptgetspeopletostopintheirnewsfeedandwatchthevideo.Showmotion,waveyourarms,flashabuttononandofftogetattention.Seetheexamplesaboveaswellasthisonehere:

● Themiddlesectionofthevideoiswhereyoueducatewithaneyetowardstheeventualcalltoaction.Teachthemsomethingreallyhelpfulanduseful–thisideallyshouldbesomethingthattheyreallyneed.

● Inthemiddle,hitonamajorpainpoint–butteachthemhowtoresolvethatpainpoint.Thebestvideosincludeasolutionthatiseithercounterintuitiveorsomethingtheyhadlikelyneverthoughtofbefore.

Page 5: The 3-Step Facebook Video Ad Formula · PDF fileThe 3-Step Facebook Video Ad Formula The best types of Facebook video ads educate, demonstrate, entertain and also sell. We refer ...

● Usevisualswhereverpossibletoreinforceyoureducationalmessage-thesereallyhelptodriveyourpointhome:

● Maketheendingcalltoactiona“pivot”fromwhatyoujustinformedtheaudienceon.Agoodpivotislikethis:"Ifyouenjoyedthistip/resource/stepbystepprocess,thenyouwillloveour(insertproductname)whereIteachyouevenmoretipsthatwill(benefit).Allyouneedtodoissimplyclickthelinkinthispostorinvideotograbyourspot/register/signup"

● ShowtheCalltoActionattheendofthevideoinabannerthatreadslikethis:"ClicktheButtonorLinkinthisPostto(yourcalltoaction)":

● Makesuretheaudioattheendofthevideoreinforcesthecalltoactiononthescreen.Thisshouldalsosay:"ClicktheLinkinthisPostorOnThisVideo”

VideoAdCopyTips

Page 6: The 3-Step Facebook Video Ad Formula · PDF fileThe 3-Step Facebook Video Ad Formula The best types of Facebook video ads educate, demonstrate, entertain and also sell. We refer ...

● Usequestionsinyourheadlineswhereappropriate(seebelowadcopyexamples)

● Usebracketsinyourheadlineswhereappropriate(seebelowadcopyexamples)

● Inserta“nakedURL”atleasttwiceinyouradcopysopeoplecanclicktoyourlanding

pagebeforethevideoends

● Reinforcethecontentinthevideoinyourads.ThismaybedoneusingShort,LongorLong-asscopy:

Shortcopy:[BrandNewVideoTutorial]5StepsToCrushItWithYouTubeAds.Ifyou'relookingtogetleads&customers,thenthese5stepswillguideyouonexactlyhowtocreateYouTubeadsthatsell:http://tombreeze.com/masterclass-presentation-optin/Tograbthefull75minutemasterclassofTom,liveonstagespeakingto600+peopleinLondon,whereIsharemorestrategies,casestudiesandsplittestwinnersthenclickhere:http://tombreeze.com/masterclass-presentation-optin/

Longcopy:

Thefastestwaytoimproveanytrafficcampaignistohaveaproven,repeatablesystemthatturnsyouraudiencesintoatribeofloyal,hyper-responsivecustomers.

7-StepFormula:www.DominateWebMedia.com/Email-Machine

AndmyfriendsoveratDigitalMarketerhavecreatedanamazingresourceandacasestudythatwillhelpyoudoexactlythat.RyanDeisshascreateda“copyandpaste”7-StepformulathatyoucanstartusingrightnowtoturnleadsintobothloyalevangelistsANDbuyers.(i.e.Creategoodwillandgeneratesales!)

P.S.Youalsogetaccesstothe“BXD+Cformula”thatalmostguaranteesyouhigheropenrates,clicks,andsales.

StartgettingbetterresultswithyourTrafficcampaignsjustlikeGrahamtalksaboutinthisvideo>>www.DominateWebMedia.com/Email-MachineLong-assCopy:Afterspendingover$10milliononFacebookAdsoverthelast7yearswithagency&coachingclients,andcurrentlyaveragingover$600k/moinadspend(seevideo),Isharemy#1Lessonlearnedinthisvideo...Alsointhisvideo:SeetheFIRST4Targetinggroups(AdSets)youshouldstarteverycampaignwith.

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Tohelpyougeneratethatcrucialmomentum,I'mgivingawayaFREEphysicalcopyofmybook-theworld's#1BestsellingbookonFacebookAdvertising(Plus$4.95S&H)ANDFreeaccesstomy7-DayFacebookFastStartBootCamp...So,basicallyforthesamepriceasacupofcoffee,you'regetting:Gift#1-Physicalcopyof“UltimateGuidetoFacebookAdvertising”whichretailsfor$17.95onAmazonandisrated4.5stars.Gift#2-VideoTrainingon"HowtoChoosetheRightCampaignObjective"Gift#3-VideoDemoon"HowtoFindthePerfectTargetAudience"Gift#4-VideoDemoon"HowtoBoostyourPostforQuickMomentum"Gift#5-VideoTrainingon"HowtoUsethePowerEditor"Gift#6-VideoTrainingon"The4KeyCustomAudiences"forEveryCampaignGift#7-VideoTrainingon"YourFirst4AdSets"(TargetingGroups)Getifallhere>>www.DominateWebMedia.com/free-book-2_____________________________________________Top4FastStartQuestionsIgetasked:1.IsthisallREALLYFree?>>Yes!YougetimmediateaccesstotheFacebookFastStartmini-course,whichincludes6videosplusa5-StepJumpstartExecutionGuide.Wealsoshipyouaphysicalcopyofthe“UltimateGuidetoFacebookAdvertising”book.WejustaskyoutohelpcoverSOMEofthepurchase&shippingcosts.(Thisisabigbookanditcostsusmuchmorethan$4.95toship…)2.HowdoIaccessmytrainings?>>Whenyouclickthelinkinthispostitwilltakeyoutoasignuppage;afteryoufillouttheinformationandhitsubmit,wewillsendyouanemailwithlogininstructions.It'sthatsimple.ThebookisshippedouttoyouviaFirstClassmail.3.IsthisTrainingforBeginnersormoreAdvancedFacebookAdvertisers?>>Both.Ifyou’reabeginner,thenthistrainingisperfectforyou.Ifyou’reanintermediateoradvancedadvertiser,thistrainingisstillanawesometemplateforyoutouseforallnewcampaignsmovingforward…Getithere:www.DominateWebMedia.com/free-book-2