There is no question that advertising in Facebook with video ads can be extraordinarily effective, in terms of compelling viewers to take some kind of the desired action, and you don’t really need a huge production budget to make this happen. There are a number of reasons why Facebook video advertising is so successful, starting with the fact that there are nearly 1.3 billion users active on the platform every day.
Facebook is currently rated as the best social media platform for offering highly impactful videos, being more than eight times as effective as the next best platform. It’s also known that an astounding 100 million hours of videos are seen on Facebook every single day and that Facebook videos are seen at a rate 10 times that of YouTube videos.
When comparing videos to photos, a Facebook video gets more than twice as much reach as does a photo posted on the platform, and videos are shared on Facebook at a rate six times greater than photos. From all this, it can be seen that Facebook videos have extraordinary popularity and that if you aren’t using them to promote your company and its products, you’re overlooking the most effective medium available to marketing and advertising personnel today.
Step One – the Problem Question
In order to make use of Facebook’s video advertising popularity, you need to take a five-step approach to create a really successful video. In step one, you attempt to identify with your audience, relate to their pain point, and pose a question that’s been on their minds. In business terms, identifying with your audience is a callout, and it is some term by which they define themselves or think of themselves, which makes them unique from others.
An example would be a stay-at-home housewife who lacks do-it-yourself skills. Relating to the pain point and posing a question is a technique which shows you understand their need or situation and have formulated it into a question which they might already have asked themselves. In this case, the problem question would be something like, “are you a stay-at-home housewife who can’t hit a nail with a hammer, but would like to put together a simple coffee table?”
However, it’s not enough to simply pose this question, and you really need to draw the viewer in by having the precise answer to the question, which they can learn by watching the remainder of the video. To extend the housewife example, “Here’s how any mom who’s all thumbs with tools can assemble a beautiful-looking highly functional coffee table in 10 minutes, simply by watching our instructional video.”
Step Two – Introduce Yourself in the Facebook Video
Now that you’ve gotten your potential customer’s attention, it’s time to introduce yourself and attempt to establish a connection with them. The very best way to do this is to relate to your audience how you are personally in that exact same category and don’t know the difference between a claw hammer and a bandsaw, but you can still put together this awesome coffee table. This makes a connection with the viewer and puts them at ease, because you’re on their same level, and you have the same problems they do. The only difference between you and them is that you have found a way to overcome that problem, and now you are taking the opportunity to let them know how they can do the same.
Step Three – Solution to the Problem
In this step, you let the viewer know exactly how you solved the problem, and how they can too. One of the best ways of accomplishing this is to offer something for free to the viewer so that you don’t have to go right into a sales pitch. For instance, if you offer to send the viewer a demo Facebook video of how they can quickly assemble the coffee table without any skills whatsoever, they might very well be inclined to buy the product itself.
This kind of approach increases the trust factor because it puts no pressure to buy on the viewer, but simply to contact you for the free instructional video. Then the decision to purchase or not rests entirely with them, and it is not directly related to any sales pitch or promotion.
Step Four – Encourage Some Kind of Action
It’s very important to get the user excited about your proposal so that they want to take some kind of action in order to solve the problem the same way that you did. You have to convey to viewers how and why having this kind of fantastic coffee table in their home is going to turn the whole household into a more livable area, and why it will become the talk of the neighborhood when visitors see it. This is, of course, a bit of an exaggeration, but the whole point is to try to generate excitement in the viewer, to the point where having that coffee table becomes more desirable than it reasonably should be.
Step Five – Encourage Viewer Follow-through
In this step, you make it crystal-clear to the viewer what they need to do in order to acquire the miracle coffee table that you have discovered. Don’t leave anything to chance in these instructions, and be sure to tell them exactly what to do, to get an instructional video or a testimonial video that shows others assembling and using this coffee table in their homes.
You may want to have viewers simply click on a link in order to get the free demo video or testimonial video or to click a button which will take them to a contact screen. Whatever the case is, this is where you get the real benefit of your Facebook video, by closing the sale and establishing direct user contact.