Create content that is specifically targeted to an audience. Get to know that audience well enough that you not only know what problem it is that they are facing that you can help them solve with your product or service, but what your competitors have been pitching them a thousand times already and what is considered industry standard practice.

We’ve learned a lot about human behavior by studying babies. Researchers discovered how to tell what babies find interesting versus what they are bored with by how intently and for how long they look at something. They look at things that are unusual or unexpected for far longer and far more intently than they do the things they are used to seeing in their environment.

Facebook users are the same way. If you want to catch their attention and get them watching longer, you’ve got to give them what they don’t expect. Your Facebook audience is used to blatant advertisements that look like branded advertisements. They ignore them and pass them by unless it happens to be something they are desperately seeking.

This is why all that research you did in step 1 was important. You will now be putting that research to use creating content that defies the industry standards while teaching your intended audience what they need to know about their problem and a new way to think about it or to approach it.

In Jay Baer’s book, YouTility Marketing, he talks about making your marketing so useful that people would happily pay you to receive it if you were putting it on the market as a standalone item. That’s the best approach to take when it comes to marketing.  It positions you as the trusted expert and that means you’re going to be top of mind when it comes to solving their problem.

Remember that Facebook is ultimately a social platform. It’s kind of like a great big party and everyone’s invited to come. Don’t be that guy. You know the guy who is socially awkward and all he knows about is  one subject and he’s going to talk about that subject all night long whether people want to hear about it or not? Yeah. That guy. He’s a party killer.

It’s okay to talk about and educate your consumer but find a way to do it that entertains them and inspires them. Make your videos fun to listen to and memorable because of the impact that they have on your audience’s life after watching them. The more entertaining, inspiring, and surprising the video is the better the chances are that it’s going to catch and hold the attention of your viewer.

Grab someone outside of the company to do some of these videos for you. They don’t need to be famous. They just need to be personable and interesting to watch. It helps if they are someone who is already out there creating content around your product or service, but it doesn’t have to be.

One idea for a video series would be one where you take someone with no exposure whatsoever to your process and you get them using your product or service and record what happens next. As long as it doesn’t look scripted, faked, or overly edited, it’s a new take on the “reacts” series that are so popular on YouTube.

Here’s the thing: Videos build momentum over time. Don’t record just one and think you’re done. Record shorter ones that help with retargeting and longer ones that are targeted toward slightly different audiences or toward educating them in a different aspect of the same topic.

The more videos that are out there getting watched, the more they are thinking of you and the more likely they are to choose your brand when it’s time to buy.