3x3 Formula
The 3x3 video grid helps us build brand awareness first, then build social engagement, and lastly convert the sale. Each step consists of 3 different videos, strategically designed to generate social leads.
This first step is for you to develop brand awareness. Therefore, the first set of videos a business needs for their social media video strategy is the WHY videos.
Start with the WHY-- this is about your business’s passion and your stories. No matter the industry or business, there is always a story or history as to WHY your business came together.
The goal of these WHY videos are not to push a product or service. They are used to develop brand awareness for your business. By sharing stories, it helps the consumer to connect with your brand on a personal level.
Industry Example (Health and Wellness):
Video 1: A business owner may have had a past injury or chronic pain that drove them into opening a fitness/injury rehabilitation center to help others with their discomfort.
Video 2: A business owner may refer back to college sports where they always pushed their teammates to focus on the fundamentals of proper weight-lifting which lead them to a career in physical therapy.
Video 3: A business owner may share a story about the first time they received physical therapy or athletic rehabilitation and how that experience drove them into starting their own business.
The second set of videos a business needs for your Facebook video strategy is the HOW videos. This step of the funnel is focused on consideration. The HOW videos are designed for your business to share your expertise online. Once again, it does not matter which industry or field you can operate in because there is always something educational that a business can share with their prospective customers.
The purpose of the HOW video is to generate consideration with your content. Consideration comes in many forms, whether it’s video views, reactions, comments, shares, or even link clicks. Not only do these videos drive consideration, but they help establish your business as a trustworthy source of information. This is a key step in the process to build positive connotations towards your brand.
Industry Example (Health and Wellness):
Video 4: A fitness/injury rehabilitation center will record and share how-to videos with tips on proper stretching techniques for shoulder pain.
Video 5: A fitness/injury rehabilitation center will record how to deal with the mental issues that stem from injury or dealing with the stress of not being able to work due to injury.
Video 6: A fitness/injury rehabilitation center can share tips and tricks for people who sit in an office chair to avoid a tight neck/upper back.
The final step of this video strategy for your business is to create the WHAT videos. The “WHAT” is the product or service that your business offers. This step is what most businesses do first, and that is to advertise or push their products/services online. Without the WHY and the HOW to set the stage for the WHAT, businesses are being ignored by prospective customers, as they do not want to connect with a business who constantly spams them with sales pitches.
With the 3x3 Facebook video strategy, the prospective customer has journeyed through three stages and is now ready for that sales pitch! So let ‘em have it!
Industry Example (Health and Wellness):
Video 7: A fitness/injury rehabilitation center could promote their one-on-one therapy services.
Video 8: A fitness/injury rehabilitation center could promote their mental health awareness month (May) specials and talk about the relationship between fitness and stress relief.
Video 9: A fitness/injury rehabilitation center could promote their group fitness sessions.