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Episode 128 – Advertising on Facebook

Alrik shares his experience screening The Rage at the Pictoclick film festival. Then we delve into Facebook Advertising using a $30 experiment on two different ads.

Listen to this episode now or visit iTunes to download it to your device (or wherever else you find your podcasts).

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The Daily Struggle

The Rage Screening. How did it go? Alrik says “the rage screening last night was pretty emotional for me, it went well but I ended up feeling like a moron afterward and it’s just sort of a delicate movie to talk about, especially with all this stuff that’s going on…”

What’s next for The Rage? Alrik considers selling it on Dark Entertainment: https://www.darkfootageent.com/ or on Amazon Prime.

Timothy talks about the indie films he watched this weekend:

Bellflower ($127k Budget): https://www.youtube.com/watch?v=IY3FRWcK_LI

Approaching the Unknown ($1.3MM Budget): https://www.youtube.com/watch?v=CQx2eosUlXY

Facebook Ads

Timothy experimented with Facebook Advertising last week to get an idea how it works. He paid for two ad campaigns, one for The Spirit Machine and one for an episode of MMIH. Here are some things for you to know.

  • There are a lot of settings inside of Facebook ads. You can control the look of your ad, the purpose and who you want it to go to. You can either hit a broad audience or a very targeted audience.
  • The average cost per click (CPC) for Facebook ads across all industries is $1.72.Feb 28, 2017
  • The CPC on Timothy’s ad campaigns were between 32¢ and 56¢.
  • A year ago, Alrik spent $200 and got 488 clicks to an article about his movie. His click through cost was 41¢ per click
  • When judging an ad’s performance, don’t just look at CPC, also look at Frequency. Frequency is the number of times users is your target saw your ad. If that number is high and you aren’t seeing results, no amount of advertising is going to get them to click. They just aren’t interested. This played itself out in the Ad Set 1 for The Spirit Machine, it was served up 1.5 more times than the winning Ad Set 2.
  • What’s next? How can filmmakers use this powerful tool?
  • These two examples were click-to-content. But what happens when we have something to sell?
  • Is this a viable model for distribution?
  • Who is an audience we could target to get our film noticed? Has anyone tried targeting studio execs with their short film?
  • How much money would you have to spend to make this a worthwhile self-distribution technique? At 41¢ per click and a 1% conversion rate, you may never get your money back. So the next step for anyone selling a film is to figure out how to convert a click to a sale.

Below are some screen grabs from Timothy’s campaign. There’s a lot more to learn. Send us your stories.

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Published inAdvertisingDistributionFilm FestivalsFilmmakingLiving in Los AngelesMarketingSelf-Distribution