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.

• 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

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.

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.

● Usevisualswhereverpossibletoreinforceyoureducationalmessage-thesereallyhelptodriveyourpointhome:

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

● ShowtheCalltoActionattheendofthevideoinabannerthatreadslikethis:"ClicktheButtonorLinkinthisPostto(yourcalltoaction)":

● Makesuretheaudioattheendofthevideoreinforcesthecalltoactiononthescreen.Thisshouldalsosay:"ClicktheLinkinthisPostorOnThisVideo”

VideoAdCopyTips

● 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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