Anyone who watches your video is demonstrating interest. You can then put an ad in front of them and here is how.
Topic – 5 ways agents get Facebook wrong
Mentor – John Hellaby
- Most powerful medium on Facebook
- Treble your audience at no extra cost
- Connecting on an emotional level
- Re-targeting those who watch with a sales message
Kevin: I said yesterday when I was finishing talking to John Hellaby, who was our mentor all this week as we dig deep into what you should be doing on Facebook, and I said that we’ll tell you the one thing that most agents must do that they’re not doing to get some traction on Facebook. Good morning, John. Was is that one thing?
John: It is video. I know that it’s probably been slammed home to them again and again and again. “You must do video. You must do video. You must do video.” Well, I’m not going to be any different. I’m going to say you must do video, but I am going to tell you why.
Kevin: Well, video, I think for a lot of people, has scared them, although less people are becoming scared with it now because we’ve got a lot of video on our phones, we’re getting very used to it, and it really doesn’t have to be studio quality. It can be just as you walk down the street just grabbing some video and using it.
John: Look, absolutely. One of the biggest rules about marketing on social is be authentic. It’s not really a mistake that we’ve got listed here to talk about and that but it does tie in here. So many agents look at, “Oh, I’ve got to be perfectly professional and perfectly polished,” but the platform that you’re on is a social platform. None of us are perfect in a social setting. So, it’s understandable. If you’re going Facebook Live, even, and there’s a few “ums” and “ahs” and things that aren’t polished, people forgive it because you are live. You can get around that not being polished by being authentic and allowing people to actually connect with you, as well.
Kevin: I think that’s the point. Give me some compelling reasons why we’d want to use video. What are the stats around on the engagement with people?
John: I can give you something direct from the horse’s mouth, so to speak. In fact, last year, I was sitting in Facebook headquarters for Asia Pacific down in Sydney. I was one of only 20 people in the country to be invited to this training. The presenter who works for Facebook is involved in small medium enterprise marketing and ads platform for Facebook stood up in front of the room and he said, “You can quote me on this. Facebook is pivoting video.” At that particular time, Facebook had something like 100 billion hours of video on Facebook and they wanted to double it over the next 12 months. The reason for that is they see themselves competing with YouTube for attention and for eyeballs.
John: To aid in that and to really incentivized all of us to use video, when you’re using video, the Facebook algorithm is tweaked to give you three times as many people. So, three times as many people will see it for the exact same ad spend as though if you just put up a photo. But here’s the thing. In our testing that we’ve done … that’s Facebook’s official line, three times, right? Our testing has shown it’s closer to five times if you put up good video content. For the same spend. So, for what would cost you a dollar, say you get 100 people for a dollar. You get 500.
Kevin: One thing we shouldn’t forget is that video’s very personal, but it allows you to connect at a very emotional level, doesn’t it?
John: Look, it does. One of the big things that I was always taught as an agent was that, look, we’ve got two eyes, two ears, and one mouth. Only 20% of the communication we do actually comes from our mouth. What that really translates to and how video aids that is that when we’re communicating with someone, we’re watching their body language, we’re listening for tone and inflection. We’re looking at all of these things that are encompassed in video. Now, video is a one-way connection. They’re going to be able to form an emotional connection and a psychological connection with you. They’re going to be able to develop trust and see your authenticity and connect with you. You’ve got no idea that, that’s happening. But that’s not the point, because people always go on to hire people that they feel, that they know before they hire somebody that they don’t.
Kevin: Yeah, very true. Of course, once again it comes back to, anyone who watches that video, they’re demonstrating interest in you and your product.
John: That’s it. They’re self-nominating. They’re putting their hand up and saying, “Hey. I’m interested in what you’re putting out.” Now here’s another great stat that’s a game changer straight from Facebook HQ. The average amount of time of video is watched on Facebook is 28 seconds. Now if you put up a two minute listing video and somebody watches 90 seconds or two minutes of that … so they’ve just given you three or four times the average amount of time a video is watched, right? That’s interest. That’s people putting their hand up and saying, “I love this video.” Now who are the people that are going to love a listing video and watch it all the way through? They’re going to be your buyers and sellers.
Kevin: Yeah, you know the other point about that stat, too, and I think this is one we’ve got to bear in mind, is that if you don’t grab their attention in the first maybe five or six seconds, you’re going to lose them altogether. Certainly if you don’t grab within the first 28 seconds, you’re gone.
John: Look, the stat that came out of that training, as well, cause we really did focus on video, was that on the mobile device you’ve got 1.75 seconds to capture their attention. On desktop, you’ve got 2.5 ( seconds ). Now, the big thing about that is … and, look, we are getting a bit off tangent and that, but, look, it’s great content and it’s so valuable for all you guys out there to know. All these people who are putting this animated logo or animated intro logo at the beginning of their video, you’re killing yourself with video because people are dropping off. They’re like, “Yeah, whatever,” and they move on. So, you’ve got to hook them in that first two seconds and really get them hooked in so that they start to watch, right? Then they give you more of their time. If they’re looking at an animated logo, chances are they’re gone.
Kevin: Ah, goodness. There’s a lesson for Kevin. Off come those animated logos, I can tell you, cause we use them all the time.
John: Yeah, put them at the end, jump straight into your content, and jump straight into giving that value. Because if you jump straight into giving that value, the people that it’s going to be applicable for, which are the people that are your potential clients and the people that you want to actually connect with, they’re going to get hooked in, right? They’re going to self-nominate as being interested. They’re the ones that when you sit there and say, “Hey, Facebook. Create me an audience of people who watched 50% or 75% or 95% of my video,” they’re the ones that are going to be in that audience for you to then put a call to action in front of or a follow-up campaign in front of.
Kevin: Is there a limit to how many audiences you should be developing?
John: I’ve got hundreds of them. So far, Facebook haven’t jumped in and stopped me.
Kevin: Someone can be in multiple-
John: Oh, absolutely.
Kevin: … places, of course, can’t they?
John: In fact, Facebook have developed a new tool. It’s not as accurate it was a little while ago with the whole Cambridge Analytica scandal, but don’t worry, we’ll get through all that and everything will go back to normal. They’ve got a tool called “Audience Overlap” and you can actually see across all of your audiences, so long as you’ve got more than 1,000 people in each audience-
Kevin: The overlap.
John: … how many people are actually overlapping across multiple audiences for you.
Kevin: Wow. There’s a lot to be learned and you can teach us a lot, too. John, I’m going to get you back into the show again real soon. Remember, John will be back again on Monday to talk to us about Check My House Price, or CMHP.com.au, which is an opportunity for you to get in, lock up a postcode that you work in to make sure you’re getting the leads from that postcode. John Hellaby, great talking to you, mate. Thank you so much for your time and look forward to catching up again real soon.
John: My pleasure. It’s been an absolute blast, Kevin. Thanks for having me on.