The Secret To Running Successful Social Media Ads In 2024

Summary

This video script discusses the evolving landscape of social media advertising, emphasizing the importance of organic reach and the role of AI algorithms in validating content effectiveness. The speaker suggests a strategy of leveraging organic growth to build a remarkable online presence, then selectively investing in ads for content that performs exceptionally well. They also highlight the shift from traditional advertising to a more relationship-driven approach, using social media to host local events and build a network, which can be a cost-effective way to gain attention and potential clients.

Takeaways

• 💰 Investing $100 on Facebook or Instagram within a 10-mile radius can yield significant results in terms of audience reach.
• 🔍 Attention is the most valuable asset in video content creation, with authenticity being key to better engagement.
• 💡 Paid media is acknowledged as costly, but when combined with organic reach, it can be more cost-effective if the video content is high quality.
• 📈 The strategy of using AI algorithms to validate which organic content performs well before investing in paid promotion can save money.
• 📊 Historically, having a large follower base on platforms like Instagram did not guarantee high engagement; the content's quality is crucial.
• 📹 The current algorithm favors content that resonates with viewers, providing affirmation to invest in ads for videos that perform organically.
• 🚀 The speaker emphasizes the importance of being remarkable in organic content creation as it is free and can grow business naturally.
• 🎯 When a piece of content hits well organically, it's an opportunity to put paid promotion behind it to amplify its reach and impact.
• 🛑 The risk in advertising is often tied to the variable of creative content; if the video is not engaging, it won't convert well regardless of the audience size.
• 📈 For businesses looking to grow, focusing on organic reach first and then using paid ads for validated content is a smart strategy.
• 🍽️ The speaker suggests hosting local dinners as a way to network and build relationships, using social media ads to invite people within a certain radius for free events.

Q & A

What is the primary asset when making videos for social media according to the speaker?

The speaker emphasizes that attention is the number one asset when making videos for social media.

Why are authentic videos doing better on social media platforms?

Authentic videos are doing better because the AI algorithms have improved and can recognize content that resonates with the audience, thus promoting it more organically.

What is the speaker's view on spending money on paid media?

The speaker suggests that while some people spend a lot on paid media, focusing on organic reach is also important, especially when the content is of high quality.

What strategy does the speaker recommend for using paid media effectively?

The speaker recommends posting content organically and then putting money behind the content that performs remarkably well, as it has already been validated by the audience's response.

How does the speaker describe the change in the approach to social media advertising?

The speaker describes a shift from solely relying on paid ads to first focusing on organic reach and then using paid ads to amplify content that has proven to be successful organically.

What was the speaker's experience with Instagram followers and video views in the past?

The speaker had around 5 million followers on Instagram seven years ago and would get roughly 500,000 views on daily posts, but there was no clear way to determine which videos to promote further with paid ads.

Why is it important to become remarkable at organic reach according to the speaker?

Becoming remarkable at organic reach is important because it is free and helps grow the business. It also provides a solid foundation for when a piece of content becomes successful, allowing for a more informed decision to invest in paid promotion.

What is the speaker's advice for clients who want to spend a large budget on a video that isn't performing well?

The speaker advises against spending a large budget on a video that isn't engaging, as it will not convert well regardless of the number of views it gets from paid promotion.

What are the two options the speaker suggests for a video that has performed exceptionally well?

The speaker suggests either continuing to build the brand by running paid media against the video to a specific demographic or tweaking the video with a call to action if the goal is to sell something.

What is the speaker's suggestion for hosting local business events through social media ads?

The speaker suggests forming a relationship with a local restaurant, running ads to invite people for a free business dinner, and using this as an opportunity to network and promote one's business.

How does the speaker propose to use the success of a video to host local business events?

The speaker proposes using the success of a video to attract people to a free business dinner by running ads that ask interested individuals to submit their information through a form, thus creating a targeted local event.

Outlines

00:00

📈 Advertising Strategy Shift: Organic Growth and Paid Boosts

The speaker discusses the changing landscape of social media advertising, emphasizing the importance of organic reach and the role of AI in validating successful content. They highlight that spending a small amount on Facebook or Instagram can yield significant results due to the efficiency of AI algorithms. The strategy involves posting organically to grow a business and then boosting content that performs exceptionally well with paid advertising, thus saving money on creative risks. The speaker also touches on the importance of creating remarkable content to capture attention and suggests tweaking successful videos with a call to action for sales purposes.

Keywords

💡Paid Media

Paid media refers to advertising that is purchased to reach a specific audience. In the video's context, it's about using platforms like Facebook or Instagram to promote content. The speaker mentions that spending money on paid media can be more effective when the content is already performing well organically, as it validates the quality of the ad.

💡Organic Reach

Organic reach is the number of users who see a post or ad without any paid promotion, purely through the platform's algorithm. The video discusses the importance of achieving organic reach as a cost-effective way to grow a business and as a validation of content quality before investing in paid media.

💡Customer Acquisition Cost

Customer acquisition cost (CAC) is the total cost of acquiring a new customer. The speaker suggests that by running paid ads against content that has already performed well organically, businesses can reduce their CAC because the content has been proven to resonate with the audience.

💡AI Algorithms

AI algorithms are artificial intelligence systems used by social media platforms to analyze user behavior and preferences to show relevant content. The video emphasizes how these algorithms have improved to the point where they can validate the success of a video, indicating which ones are worth investing in through paid promotion.

💡Authenticity

Authenticity in the context of the video refers to the genuineness and originality of content. Authentic videos are said to perform better as they resonate more with the audience. The speaker implies that authenticity is a key factor in achieving organic reach and success in paid media.

💡Creative Risk

Creative risk is the uncertainty involved in the success of a creative piece, such as an ad or video. The video discusses how the risk is minimized when a video has already proven its appeal organically before being promoted through paid media.

💡Call to Action

A call to action (CTA) is a prompt encouraging the audience to take a specific action, such as making a purchase or signing up for a newsletter. The speaker suggests tweaking a successful organic video by adding a CTA to turn it into a paid promotional piece.

💡Brand Building

Brand building is the process of creating a unique identity and image for a product or service in the minds of consumers. The video mentions using paid media to build brand awareness by targeting specific demographics with content that has already shown success organically.

💡Business Networking

Business networking involves creating and maintaining professional relationships to exchange information and opportunities. The speaker proposes hosting dinners as a networking strategy, using paid ads to attract local business professionals to these events, which can indirectly promote one's services.

💡Conversion Rate

Conversion rate is the percentage of users who take a desired action after viewing an ad or content. The video implies that by using paid media to promote content that has already shown high engagement organically, the conversion rate can be improved.

💡Social Media Ads

Social media ads are promotional messages displayed on social networking platforms. The video suggests starting with organic content and then using social media ads to amplify reach, especially when the content has proven to be remarkable and engaging.

Highlights

Investing $100 on Facebook or Instagram within a 10-mile radius can yield significant results.

Attention is the most valuable asset in video marketing.

Authentic videos are performing better in the current media landscape.

Spending money on paid media is common, but organic reach is also being pursued.

Paid media can become more cost-effective if the video content is of high quality.

AI algorithms have improved to the point where they can validate video performance, guiding ad spending.

The strategy of focusing on organic growth first, then boosting with paid media when content performs well, is effective.

Having a large follower base doesn't guarantee consistent views, highlighting the importance of content quality.

The speaker used to have 5 million followers on Instagram and would get around 500,000 views daily.

The current algorithm's ability to identify successful videos allows for more informed ad spending.

Organic reach should be prioritized to grow business without cost, with paid media used to amplify successful content.

Creative content is a significant variable in advertising success, and poor content can't be saved by paid promotion.

The speaker suggests that if a video is performing well, it should be used for advertising with a clear call to action.

For businesses looking to grow, hosting local events and using social media ads to attract attendees can be beneficial.

Using paid media to host dinners for local business people can be an effective networking and advertising strategy.

The speaker recommends running social media ads to host dinners as a way to build relationships and brand awareness.

The strategy of using paid media to attract people to free local events can be a cost-effective way to grow a business.

The importance of understanding the audience and tailoring content to their interests for maximum advertising impact.

Transcripts

$100 on Facebook or Instagram in a 10m

radius will get you [ __ ] good [ __ ]

attention is the number one

asset when you're talking about making

better videos right and the authentic

ones are doing better you guys spend a

lot of money in P media yes some of us

here we're trying to get organ reach but

then there's a lot of people in this

room who are not downloading P media

running out love that it is it the same

thing like is it the paid media cuz you

talked about this I'm primarily organic

is now getting me to PID but you I

noticed that when we do pay it gets way

cheaper if the video is better can you

explain this you're the game was always

make ads run paid against it see how it

does customer acquisition cost tweak it

now the game is go organic and when

something does remarkable put bit behind

it cuz you've already seen that cuz the

AI algorithms have gotten so good when I

used to have seven you know 5 million

followers on Instagram four years seven

years ago and I would post every day

would all get 500,000 views roughly

remember I told you earlier it was like

email marketing a certain percentage

would see it so I didn't really know

which one of those to put paid against

because it wasn't validated by the

numbers of which video was hitting more

occasionally something would go viral

now the variable if you go to my when

you leave if you go to my Tik Tok if you

go to my Instagram you'll see the

numbers are all over the place some are

doing great some are doing

atrocious so what's great about the

algorithm now is when the video does

well the AI technology the algorithm the

artificial intelligence is so good it

knows that people like this video that

gives you complete affirmation to spend

more on on the ad so the game is flipped

so as a strategy would be organic or

this is why I'm obsessed think about

where I'm going you have to become

remarkable at organic because it's free

and it will grow your business anyway

but when you hit pay dirt and you've got

something that's remarkable and you're

into advertising well that's what you

put your money against

which means you're saving a lot of money

on the thing that was always the hardest

thing about advertising which was the

creative was the variable of the risk

you can get in front of by the way I'm

giving a talk right now I've got all

your attention but if I was talking

nothing interesting and nothing good and

and you were bored then the ad didn't do

well right so I can get you in front of

people with paid advert this is what to

tell my big clients they're like we want

to spend $10 million on this I'm like

this video

sucks I can get $10 million worth of

people to see it but nobody's going to

buy [ __ ] cuz this video is a [ __ ]

commercial do you guys even see

commercials any who watches regular

TV what are we doing here yeah so when

you think about I'm a guy here G here I

clst 10 videos one of the 10 videos did

8X views what do I do with that video I

think there's two things that depends

what you want if you just want to keep

building

brand then you just spend media on it

against the demo you want so if you want

to grow in California or you know you

can run it just to people in California

same video are you reshooting that video

same video but if you want to sell

something then you take that video and

you tweak it a little bit with a call to

action maybe a banner overlay at the

bottom of it that says go to uhhuh you

change the copy maybe the video you you

add something to the end of the video

that says 20% off or first consultation

for free or what I think a lot of you

should be I've got a big one for a lot

of you most of you should be running

social media ads or start with Organic

and then ads to host

dinners in your town that people submit

for let me break it fully down if I'm

you if I did what you do for a living

and I'm trying to either get real estate

agents from BB mortgage side or I'm a

real estate agent and trying to sell

homes it's it's kind of hard to go right

in for the kill right Those ads don't do

as well if I'm you I go make a

relationship with a restaurant in town

and tell them I can bring really good

people to this restaurant I just need a

little bit of a discount either give me

the private room for free or hook me up

with you know bis Dev a little local

bizdev and then you're running ads to

your website or to your social where

you're telling people doing a free

business dinner not a real estate or

mortgage doing a free business get

together of business people in a 20 mile

radius please go to this forum and fill

out who you are if you're interested for

a free dinner and some good wine and

that's it you will get six to eight

people all the time people are always

trying to network those people are

trying to sell some [ __ ] to you too

right and but then you're going to have

them submit the form so you can see

everybody what's your social dist and

literally you're now hosting really

smart six to eight person dinners plus

you're being seen by everybody in the

general area that's a good spend of a

100 bucks Because by the way

$100 on Facebook or Instagram in a 10mi

radius will get you [ __ ] good [ __ ]

[Music]