Facebook has been putting a huge emphasis on video content. From the metrics offered in ads manager and the reported insights in Creator Studio, to the layout of the Facebook feed and the Watch section, it is clear that video is this is a form of content which marketers have to understand and leverage. Who better to talk to about the power of video on social media than local Brissie viral video star, Dan Lee.
Daniel Lee is the Principal Agent at Plum Property, and does all his own stunts. The videos Plum Property creates for their clients go above and beyond the industry standard, leveraging social media in a unique and engaging way that has led to selling multi-million-dollar homes.
We’re so excited to share this bumper episode with you which digs into what makes these videos so successful!
EPISODE NOTES:
TIPS
- Placement is key: Facebook and Instagram in particular are news and entertainment platforms, not advertising platforms. Plum Property videos fulfill their purpose of displaying a property and promoting it in a way which gives people what they want when they go to these platforms.
- Video View Time is one of your best indicators of the quality/suitability of the content. There is no definite industry average, but Facebook reported waaay back in 2016 that just under half of people who watch the first 3 seconds of a video (which is the minimum time for a ‘view’ to be counted) watch up to 30 seconds. That number is still a solid indication that people are intentionally consuming your video content. But now Facebook only has metrics for up to 10 seconds, and has percentages for measuring the watch time beyond that. Which is a pretty good indication that if your videos are being viewed for 10 seconds on average, you’re doing a good job.
There is some more info on metrics for measuring the success of videos here according to Facebook and how they are measured.
- Pick the right medium for your purpose: video can show things that photography can’t, so what do you want to focus on?
- “Entertaining” doesn’t mean distracting or concealing. Entertaining can mean getting your audience onside and making them feel something, as well as presenting facts. Dan’s tongue-in-cheek honesty wins people over, creating trust which converts.
- Touchpoints:A correction thatit takes 33 touchpoints to convert a cold lead to make a purchase.
- KPIs: Landing Page Views is what Dan looks out for when monitoring the success of an ad, 2-3 thousand landing page views being a sign it’s a good ad.
- Repurpose content: Repurpose your video content by cutting it into smaller clips for Stories or your feed so you can get as much out of is as possible.
Check out what stunts and homes Dan is showing off by following him on Instagram, and Facebook, and checking out Plum Property’s Youtube channel and website.
We believe digital marketing is about having a conversation, so if you have any questions about growing your business in the digital world (from copywriting and content creation to campaign activation, and anything in between) ask us here!
We're taking a quick break away from the mic, our next episode will be out September 9th.
