You must get these two things right to grow your sales with scalable social videos
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- Selling at scale
- Large-production videos
- Run them as ads on Facebook and YouTube and test them with the credit cards of the buyers!
- Makes assumptions when making the video about what is on the mind of the customer
- For example, Nerd skin care company, they assumed
- customers want all natural
- that the active ingredient of typical cream is bad
- that it's better to activate your own body's defenses
- Do the same thing with images in your ads
- Send them to your home page
- Sometimes volume and reach is more important than specificity in your ads
- You're charged a lot of money to reach a hyper-targeted segment
- Viewers will self-select with video ads
- Use retargeting to get back in front of prospects and present your other points to bring them back
- Digital ad spending has overtaken traditional advertising
- You need to get their attention, but you also need to build a relationship
- Create a powerful message
- Tell a memorable story
- Don't underestimate the value of entertainment and shock value
- Focus on the sale, ultimately, over being creative
- Video doesn't have to always be expensive
- The most important aspect of your video ad is your writing
- Don't try too hard
- They used to make TV-oriented videos, but now they're doing more video with spokespeople
- They are abandoning the viral, big, crazy ads
- Lots of ads in the newsfeed vs. the right column with an auto-play and a "Learn More" button
- Then remarket in that newsfeed
- Include closed captioning (over 60% of videos are watched on silent mode)
- His biggest success has been with 3-5 minute video ads
- With a TV commercial, you have more time to be more cinematic and develop the story
- With digital advertising, you need more energy
- With a spokesperson, there needs to be a gimmick
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