After promoting a powerful one-minute video using Facebook ads for 3 days, It effectively reached 12,000 people, was shared 100 times, had 358 likes, shares and comments, 133 link clicks, and best of all, raised around 3,000 dollars for my family friend Peggy Lawrence.
How much did this cost me?
Peggy Lawrence has been fighting Multiple Sclerosis for 22 years now and without a stem cell transplant, within a 2-year window, will be immobile. In an effort to assist her in raising funds for this transplant, I helped her create 3 WHY videos, one of Peggy telling her own story, and two testimonials which her two sisters spoke in.
One of these videos effectively captured the audience’s emotion and led to the viral post above. The views and engagements enticed 133 link clicks which ultimately lead to the raising of 3,000 dollars for my friend Peggy.
So how did this happen?
Dennis Yu, CTO of BlitzMetrics, coined the Facebook Dollar a Day strategy which really helps this post go viral.I wanted to know why exactly the strategy works so well, so I asked Dennis myself.
He said that the Dollar a Day strategy, in conjunction with good content and the right targeting, encourages “engagement on a post that promotes high relevance score and drives more reach”
Facebook wants a good experience for its users, so if a post is doing well, Facebook will help the post spread more organically. How does Facebook rate these posts? A beautiful rating system called relevance score.
“The Relevance Score is a magic number. It’s a score from 1-10 that, at first sight, will let you know how relevant an ad is to its audience” –Massimo Chieruzzi
If Relevance Score is a fire and content is the wood, the Facebook dollar a day strategy helps you determine whether to smother it, or feed it. In Peggy’s case, the video had a relevance score of 9, so we fed it.
Another great way to know if your post is performing well is to refer to Logan Young’s Standards of Excellence. Your video fits the Standards of Excellence if 50% of the people that watch your video watch it for 3 seconds, and 50% of the people who watch it for 3 seconds, continue to watch it for 10 seconds. The video had a massive amount of 3-second video views (far greater than 50% of the reach), but the 10 second views didn’t quite make it to 50%. This doesn’t mean smother it though, the stats are still good, they just aren’t fantastic!
Peggy has come a long way since we boosted her video a few weeks ago. After the initial 3,000 dollars’ worth of donations, she has raised an additional 10,000 dollars for her stem cell transplant! This is a powerful testament to the effectiveness of the Dollar a Day strategy when applied to a good piece of content, and how I raised $3,000 while only spending $3.50 on Facebook ad’s.