As I get back from Social Media Marketing World 2019 in San Diego, I wanted to bring a little of what I kept hearing the entire time – the importance of using video on Social Media.
It was pretty exciting because it basically validated everything I know and teach . . . but I thought I would use a mashup of what many influential people in the Social Media space were saying and bring it straight to you. Because, hey, that is what I am here for, right?
Before I dive deep into explaining what you should now be doing on Social Media, I think it is important to reflect a bit on the past – what I HAVE done… and what I see many of you still do.
I remember back in about 2016 (wasn’t even that long ago) the Facebook “game” was very different. With my coaching company (or even pet sitting company) I would post my blogs on social media and watch the hits to my website skyrocket! I would see them hit almost 500 hits a day and I would get a lot of engagement and interaction.
But, like I said, that was back in 2016.
That’s when posting links on your Facebook page still actually did something for you. It was starting to decline, but not as drastic as it did in 2017 and 2018 where organic reach is now basically on life support.
It was also during the “pre-gold rush” stage of Instagram so most marketers attention was still focused on Facebook.
Things have changed.
Things changed drastically when Zuck made the announcement back at the beginning of 2018 addressing the fact that Page engagement was going down. He said that we would start seeing even MORE of a decline in efforts to create “more meaningful engagements on Facebook” and they would only be rewarding those posts that were engaging, being shared, and where people were starting to have conversations with one another.
But . . . what posts match those criteria?
Video.
This is why you have been hearing all about video over and over again.
There is a multitude of ways to do video, some more effective than others . . . but gone are the days of posting a link to your blog and watching the graph spike that day.
Mari Smith said in her 2019 Keynote address at Social Media Marketing World that our posting should be:
70% Video, 20% Images, 10% Links/Status Updates.
Now, marketers (and business owners) have to work for it.
Do you see where I am going with this?
In Jump Consulting, we used to pump out two blogs a week. It was mainly to grow the website, answer questions, and get engagement on Facebook.
And it worked.
We have the most content out there than any other pet sitting or dog walking resource and it is constantly growing. But, I started to learn that a 500-800 word blog just wasn’t going to cut it anymore. I needed less posting and more depth.
What we needed was LESS FREQUENCY of CONTENT and to spread it AROUND more.
What do I mean by that?
If you look through the Jump Consulting Page newsfeed you will see a LOT of videos.
We moved to this strategy over a year ago.
You won’t see us sharing as much curated content.
Sometimes, we don’t even post every day.
We have learned what the audience will react to and, more importantly, we know what Facebook will not react to.
During Andrew and Pete’s keynote at Social Media Marketing World, it was so hilarious as they scrolled through a feed of someone posting and posting . . . but they had no comments on their posts!
They were drawing the conclusion that we needed to observe what is happening and stop the meaningless posting just to do it. ?? It was great advice. Advice that we should all heed.
We took this advice over a year ago. As I mentioned before that instead of twice a week blogs, we moved to twice a month.
However now those blogs now have a Facebook Live, graphics, tweetable, and sometimes even an episode on my podcast.
It’s now taking one piece of content and really getting the most bang for our buck out of it.
And video is a huge part of it.
Mari suggests that video has these six elements:
- Emotional – that is easy with pets, right?
- Relatable – that means NOT perfect.
- <30 seconds – short and sweet! People won’t watch long.
- Designed for sound off – rev.com is great for getting captions.
- Square – performs well but also fits on IG and FB so you don’t have to resize.
- Mobile ready – over 50% are scrolling on mobile, NOT on desktop.
Pet Business Marketing
I was excited to hear her confirm everything I had been doing for the students in my Better Marketing with Bella program.
My ear is to the ground.
I am in private groups with people very close to pivotal people.
I stay on top of this stuff so you don’t have to.
You know what we did in 2019 with the Better Marketing with Bella program? We STOPPED giving people blogs . . . and instead gave them outlines so they could do a FB Live and/or blog.
Then, we gave them MORE videos.
In our monthly calls, I teach heavily on how to keep maximizing their efforts and investment.
The results? Their engagement is through the roof. While others are getting hardly any engagement (likes, comments, shares) the Better Marketing with Bella crew is killing it.
One gal just got an opportunity at an apartment complex with 40 units as a result of her amazing Instagram strategy that we worked on.
Even though video is very easily made through many different apps these days, it takes a lot of time, attention, messaging, and brain power to think months in advance, and it’s exhausting.
Most say they will do it, but fail simply because it takes a lot of time.
Better Marketing with Bella helps and gives our students over 25 assets a month. We are giving assets that work. They are branded, they are relevant to the current social media times, and as a student, you have access to Bella, the expert.
With social media, less is more… which makes knowing WHAT even MORE important…. 🙂
P.S. Did you know that stories are getting seen 15X more than the feed? Yeah, our program helps with that too! 🙂
Apply now: www.jumpconsulting.net/bella-marketing
