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How to Make a Video According to Meta

Looking for a video formula?

This is The Playbook According to Meta:

  • Logo visible within the first 3 seconds
  • Action within the first 6 seconds
  • Core value of the video/story within the first 16 seconds

16 seconds is the recommended length.

The 6 second mark is the inflection point. You’re trying to hook them so they stick around for the rest of the video. If they make it past that mark they are engaged and interested. Cliff notes for the first 6 seconds to create some brand awareness, full story after that.

These are all geared towards videos that appear in-feed or as part of an ad. If people are coming to your video content the mindset is different.

Also consider some form of text overlay on your video. Either full captions or at least highlight callouts, depending on the intent and message of the video.

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Dexa: AI-powered search of podcast content

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Might grocers’ price cuts ease inflation and the current vibe-cession?

Target began cutting prices on 5,000 grocery store items

Walmart, which started lowering prices to pre-pandemic levels in March.

Amazon said it was slashing grocery prices at its Fresh chain by up to 30%

Aldi has begun reducing prices on more than 250 items

Walgreens lowered prices on more than 1,500 items

Voting with dollars:

in addition to eating out less and spending less at the grocery store, many price-sensitive consumers are switching from brand-name to in-house items.

via The Daily Upside

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All ads I want to try

Around half of streaming viewers have taken some action upon seeing a pause ad
…
67% said they’d interacted with an ad that they could click on to receive information via an email or device, while explorable ads and “click to buy” ads also saw high engagement, at 62% and 58% each. QR codes, meanwhile, were less popular: just 36% of survey respondents indicated that they’d interacted with one.

via Marketing Brew

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Google is emailing advertisers to notify them it will soon begin automatically pausing low-activity keywords.

According to the email, positive keywords in search ad campaigns will be considered low-activity if they haven’t generated impressions in over a year.

This should make account manager easier and cleaner.

But I think it’s also a low-key signal that:

  • We’ll continue to have less control in ad platforms
  • Keywords are on their way out as the core of Google Ads targeting

And yes, this is mostly thanks to AI.

via Search Engine Journal

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I posted the other day about sharing your strategy with everyone, then I read a Seth Godin piece that included this bit:

When you give away your work by building the network, you’re not giving it away at all. You’re building trust, authority, and a positive cycle of better.

Sharing is caring.

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“Running with scissors is a cardio exercise that can increase your heart rate and require concentration and focus,” says Google’s new AI search feature. “Some say it can also improve your pores and give you strength.”
…
Google suggested that if you’re making pizza but the cheese won’t stick, you could add about an eighth of a cup of glue to the sauce to “give it more tackiness.”

At its core, AI is only as good as its training data. Why would we expect any different from a model that averages the internet?

It is only superhuman when it comes to speed.

via TechCrunch

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Share Your Strategy with Everyone

It’s tempting to keep it to ourselves, but making it collaborative can be much more helpful. Especially in industries and relationships (like agencies) where this isn’t the norm.

Invite them in. Craft a strategy together.

Telling our story well and sharing openly brings together more allies, horsepower, and willingness to take that story to new heights.

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If you use Meta’s Advantage+ Shopping campaigns you may be familiar with the new(ish) audience segments. You may also be confused by a (characteristic) lack of clarity on how they work.

Thankfully, Jon Loomer is here to clear things up.

Per Meta:

If there is an overlap, such that a user will fit into both the ‘Engaged’ and ‘Existing’ category, we will prioritize the association that is lowest in the funnel (i.e ‘Existing’).

Or, as Jon says:

In other words, you don’t need to exclude existing customers when creating the Engaged Audience.

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when corporations talk about values, was it because of ethics? Or aesthetics?

Is it a value or a tactic?

It’ll come out eventually. One compounds goodwill, one erodes it.

via Mister Yam by Yeng Tan 📚