I’m always a fan of staying ahead of the curve. As soon as Facebook releases a new feature, or there’s a sign of change, I try to jump on top of it right away.
Those that know me a little by now, will know that I try to find out as much as I can, and as quickly as I can, to see if there’s any way I can use it to my advantage to increase the performance of my ads and thereby helping my business.
One thing we know for certain with Facebook is that the only constant is change, and things will always be changing in the way their algorithm works and in the features that they provide.
However, very often it’s these little types of details that can make the difference between your brand being the success, or failing. That’s why, if you’re truly serious about this business, it’s important that you try to embrace these changes to see if they can give you a competitive edge, rather than oppose them.
One such feature, which has just been released, is the ability of using video comments. As soon as I saw the announcement of this feature, I already started thinking of a million different ways of using this to my advantage is the number of businesses that I run.
However, before we get into the details of how it can help your business as well, let’s firstly have a quick look at how it works and how you set it up.
How It Works
As with many of Facebook’s features, this one is pretty easy to use.
As you go into the comments section of the Facebook post on both desktop and mobile you, you now have the option of pressing a little button with a camera that will give you the option to add either a picture of video. Easy as pie!
Simply select the video from your desktop or phone to upload, and you’re good to go!
Ways You Can Use Video Comments to Grow Your Business
Now onto the meat of this article, and how I recommend you start implementing it.
- Humanize Yourself
First and foremost, the most obvious example is to humanize yourself and your brand. Imagine how special you could make a potential customer feel if you respond to their message with a quick video response?
Yes, it would take a little bit of time each day, but it would set you apart from 99.9% of other business out there that simply take the cookie-cutter approach. The best is that you’re not just building a relationship with the customer who you’re responding to, but also all the other customers that happen to see your videos. It shows that you truly care about them!
Research has shown time and time again that emotion trumps rationality when making a purchasing decision by a two-to-one ratio. They want to buy from people just like yourself and if you’re able to establish an emotional connection with your audience, it will help your business in the long-run.
- Take Up Extra Real Estate
Real estate is everything in the world of Facebook ads. The more real estate you can take up with your ads, the more visible you are, and the better your ads will generally perform.
Instead of simply responding to customer queries with videos, you can pre-empt this and take the initiative by posting a video of you and your business underneath your actual ad creative. This will allow you to build rapport and show your face right off the bat to everyone that sees your advertisement.
A great way of doing this is by giving a quick background of who you are, sharing the mission of your business, and demonstrating much you care about the satisfaction of your customers. This will likely instill additional trust in you and your brand, and will therefore have a positive impact on your business.
- Walk-Through On How to Order
If you’ve been using Facebook Ads to promote your business for a while, you’ve probably come across a number of customers that despite saying they love your products, are unable to figure out how to order from your store. As straight forward as it may seem to us, these things aren’t always as intuitive to everyone, especially to those that aren’t as savvy with technology.
A great way of overcoming this hurdle is by recording a quick demonstration video of how to order on your store and posting it in the comments section of your ad creative.
Not only will this help those that don’t know how to place the order, it will also serve as a “call to action” to everyone else to order the product. Although I haven’t specifically tested this, I would imagine this would have a positive impact on conversion rates and therefore the profitability of your store.
The great news is that this also doesn’t have to take a lot of time. You can record one general video on how to order and use this for all the products you’re planning to launch in the future.
- Testimonial & Customer Reviews Pictures
Time and time again, research has shown that testimonials and reviews are one of the top influencing factors that people use when deciding whether to purchase or note.
Rather than simply having them on your product page, why not use a video on the comments to showcase them to your audience right away before they even click through to your site? This may be the factor that brings potential buyers to your product page that would otherwise never have clicked and would thereby increase the CTR of your ads, and more importantly, sales.
Now It’s Your Turn…
As with anything, the trick here is not to overcomplicate it. No one is expecting you to be the next Oscar contender with your video. This is really just about making some simple videos, showing that your brand has a face, and connecting with your audience to make a positive impact to your business.
So have you tried to use video comments before? In what way has it helped your business? I’d be curious to hear, so make sure you drop a comment below.