🔔 We’re thrilled to have Jon Loomer with us, sharing his journey through a year of daily short-form video creation.

Discover how Jon embraced this unique challenge in 2023 and what’s driving him to continue in 2024. We’ll dive into his creative process, the impact of this commitment, and his insights into the evolving world of Meta ads.

Don’t miss out on Jon’s practical advice and experiences in digital marketing! 🚀


Introduction to Short-Form Video & Meta Ads

The digital marketing world is witnessing a seismic shift with the rising dominance of short-form video and Meta advertising. Jon Loomer, a renowned digital marketing expert, dives deep into these trends, revealing their transformative impact on how brands interact with their audiences. Jon’s extensive experience with Meta (Facebook) advertising provides a unique lens through which we can understand these changes.

In this rapidly evolving landscape, Jon’s insights are particularly valuable. He discusses the importance of adapting to new formats and platforms, emphasizing that the key to success in digital marketing lies in understanding and leveraging these emerging tools. His approach is not just about using new technologies but mastering them to create compelling, engaging content that resonates with audiences.

The Rise of Short-Form Video in Digital Marketing

Short-form video has revolutionized the way brands tell their stories and engage with their audiences. Jon explains how this format’s brevity and punchiness are perfectly suited to the dwindling attention spans of today’s consumers. He highlights the importance of crafting concise, captivating content that immediately grabs attention and delivers a message effectively.

Jon also shares practical tips for creating compelling short-form videos. He stresses the importance of understanding the specific platform you’re using, whether it’s TikTok, Instagram Reels, or Facebook Shorts. Each platform has its nuances and audience expectations, and success depends on tailoring content to fit these unique environments.

Mastering Meta Ads in 2024

In the domain of Meta advertising, Jon Loomer brings a wealth of knowledge and experience. He discusses the critical importance of staying up-to-date with the latest features and best practices on platforms like Facebook and Instagram. He explains how Meta’s sophisticated targeting capabilities can be harnessed to deliver content to the most relevant audiences.

Jon offers insights into leveraging the synergies between short-form video content and Meta’s advertising tools. He emphasizes the need for a strategic approach, combining creative storytelling with data-driven targeting to maximize the impact of advertising campaigns on these platforms.

Key Takeaway: In the realm of Meta advertising, Jon suggests a deep dive into platform algorithms and user behavior. He recommends experimenting with different ad formats and leveraging analytics for targeted campaigns.

Strategies for Creating Impactful Video Content

The creation of impactful video content lies at the heart of Jon’s expertise. He advocates for a balance between creativity and strategic thinking. The key, he suggests, is to craft stories that not only entertain but also resonate with the viewer’s needs and preferences. He emphasizes the importance of understanding your audience deeply to create content that strikes a chord.

In addition, Jon shares insights into the technical aspects of video creation. He talks about the importance of high-quality production, even in short-form content, and offers tips on how to achieve this without breaking the bank. He suggests simple yet effective techniques for enhancing video quality, such as good lighting, clear audio, and engaging visuals.

Transitioning from Traditional to Innovative Marketing Techniques

Jon Loomer’s journey from traditional marketing to embracing digital innovations serves as an inspiration. He discusses the challenges and opportunities that come with this transition, highlighting the need for marketers to be flexible and willing to learn new skills. Jon’s experience shows that adapting to the digital landscape is not just about using new tools, but also about adopting a new mindset.

Jon encourages marketers to experiment and take risks. He underscores the importance of staying curious, trying new things, and learning from both successes and failures. This mindset, he argues, is crucial for staying relevant and effective in the fast-changing world of digital marketing.

Conclusion: Embracing the New Era of Digital Marketing

Jon Loomer’s insights into short-form video and Meta ads paint a picture of a dynamic and exciting future for digital marketing. His expertise offers valuable lessons for marketers looking to navigate this new terrain. By embracing these emerging trends and technologies, marketers can unlock new opportunities to connect with audiences and drive success.

Jon Loomer’s message is clear: the world of digital marketing is constantly evolving, and success belongs to those who are willing to adapt, learn, and innovate. Embracing short-form video and mastering Meta ads are not just strategies for the present; they are investments in the future of marketing.


This transcript is automatically generated by Descript.  Any errors or omissions are unintentional.

[00:00:00] Jeff Sieh: Hello, folks. Welcome to Social Media News Live. I’m Jeff Sieh, and you’re not.

[00:00:05] Conor Brown: I’m Connor Brown, and this is the show that keeps you up to date on what’s happening in the world of social media and more.

[00:00:11] Jeff Sieh: Are you curious about the power of short form video in today’s digital world? Maybe you’re wondering how to leverage meta ads effectively for your brand in 2024. If these topics capture your interest, you’re in the right place, because today we’re honored to host John Loomer, who has embraced the challenge of creating a short form video daily in 2023.

[00:00:34] And is ready to continue his journey in 2024. John will share his experiences, why he does it, and tips on harnessing the potential of short form content and staying ahead of the game in the meta ads universe. This episode is going to be brimming with practical, practical advice and forward thinking strategies.

[00:00:51] So sit back, clear your schedule, clear your mind to get ready for this week’s episode of Social Media News Live. John, how are you doing today?

[00:01:00] Jon Loomer: Woo, that was quite the intro. No, I’m doing great.

[00:01:03] Jeff Sieh: Yeah. So, if you guys, I have been following John, like I mentioned, uh, for ages. And if you don’t know John, you really need to go check him out.

[00:01:11] His, his blog is amazing. His short form content is amazing. But, he is a meta ads educator who started JohnLumer. com in 2011. and his private community PowerHittersClub. com in 2014. And John focuses on the most advanced meta advertising topics. He helps his community look good and reach their goals along the way.

[00:01:31] He is actually an accidental marketer who started his business with the hopes of creating the freedom. He wanted to spend as much time with his wife and three sons as he could. He’s dedicated count countless hours as a baseball coach. He’s now retired, but he’s taking the short form video and AI head on as we head into this next crazy phase of marketing.

[00:01:52] So once again, ask your question ’cause John is on the show today. This is gonna be a lot of fun. Um, so we. We’ve got some more people stopping by. Another Gary, uh, Gary Elbs, is on the show. He says, uh, he made it to the live show today. Gary, ask your questions as well. Thank you for watching over on YouTube.

[00:02:09] So, John, let’s just, like, dive right into it, because there are so many questions that I have about your short form content. And, Connor, you know, pop in, because this is gonna be Uh, something for you as well, because I know you were like on TikTok for a long time doing some stuff, so John, I want to know what inspired you to like start this 365 day last year, 365 day short form video journey that you did last year.

[00:02:33] What, what was the reason behind that?

[00:02:35] Jon Loomer: Honestly, it is pretty similar to what inspired my original blogging journey beginning in 2011. It was some desperation. All right. So when, when I started my website, I didn’t know I was starting a business. I just know that I’ve been laid off. Not only was I laid off, I’ve been laid off for the second time, two and a half years, and originally I created the website thinking that, you know, that’s how I was going to get a job, hopefully show how, you know, what I know and what my experiences are, and I just started writing and, um, writing pretty much every day, I wrote 600 blog posts in two years.

[00:03:12] And that exploded and, but that stuck with me, that formula, that, how that worked, right? Not every blog post did well, but if I write every day, not only does it, do I give more pieces of content an opportunity to do well, but I learn something. I learn every day to make it better. So, you know, really starting from the point of COVID.

[00:03:38] Um, well, first of all, my, my business was doing really well at one point, really, really well, like beyond whatever, just to survive 12 years is awesome because I didn’t know how to start a business. Um, so I’d still be around was a big deal, but it started taking a downward turn ish around COVID. Um, And probably as it’s that, that whole process sped up because of COVID and everything.

[00:04:05] Um, and there became a point summer of 2022 where it’s like, I have to do something different. This is not going to sustain me for much longer. And the one thing, and basically I was doing a lot of the same things for 12 years, right? The blog posts, you know, if I ever did any video, I would. Do like a screen share where I’m not showing my face and sometimes not even talk over it or anything.

[00:04:35] Um, and that was just kind of my stubborn way. It’s like my templated way. And like a lot of people I saw TikTok as for younger folks, saw dancing, just silliness and like, I’m never gonna do that. It’s stupid. Um, but clearly something wasn’t working. Um, you talked about, you know, coaching baseball. That also came to an end, um, when my youngest moved into high school at the end of the summer of 2022.

[00:05:05] Like, okay, I’ve got the mental space and time to focus on this as well. So understand, this wasn’t something that I was just going to dabble in. I wasn’t going to just experiment with it. This was kind of a make or break, I’ve got to figure this out. Moment and it’s going to work. I’m gonna make it work. So, which I think was good, kind of like with the blogging, um, where it’s like, I have to figure out a, make a way to make money.

[00:05:34] Um, so it started pretty painfully because, you know, again, I had this kind of misconception of what it was in the first place, but. Um, the whole thing intimidated me. Everything about it intimidated me. Like, just opening the app intimidated me. Uh, worrying about lighting, and the sound, and the editing, and what, what, uh, software and hardware, everything.

[00:05:58] Conor Brown: so

[00:06:01] Jon Loomer: hard. So that first, first, the first thing Was that I knew I was gonna create really bad videos to start and I had to embrace that. So for me a very pivotal moment was September 30th when I created a video that said This is gonna suck and that’s okay Uh, and so I always remember like that that was the moment where I was like, okay, I’m all in with this thing I know it’s gonna be bad.

[00:06:28] I know it’s gonna be hard and it’s okay because it’s all part of the process So I recorded 70 videos during, uh, October of 2022 And it was brutal. It was hard. Like, it took probably two hours per video. And it’s just all day. Um, but I got better. And so, anyway, that was kind of the impetus behind it and the story behind it.

[00:06:56] And, uh, but I knew I was all in on this thing. And then, you know, heading into 2023, I said, okay, now I’m all in, but I’m going to publish at least one video every day. And I was able to accomplish that. And, uh, it’s been quite the journey.

[00:07:13] Jeff Sieh: So real quick, Connor, before your question, I’m going to jump in because, so this is interesting to me, John, because like, it’s not like you started and nobody knew who John Loomer was and he’s, and. You’re creating a brand with, you know, uh, video. You already had an established brand, and this was really, in my opinion, risky for you to go try this.

[00:07:34] Like, you were the Facebook ads, meta ads guy, and now, what’s John Loomer doing short form video content for? Uh, was, did that cross your mind? Were you really worried about that? And, like, how did you overcome that? Because, I mean, you had a, an established brand. You know, a solid one. And then, okay, I’m going to do this.

[00:07:52] That seems like, to me, really risky.

[00:07:55] Jon Loomer: Honestly, I didn’t see it that way. I mean, first of all, I was going to use it the way that made me comfortable and also to kind of continue that brand, right? So, my whole thing On johnlimber. com was writing tutorials, help you understand how to do things, kind of no nonsense approach to things. Um, and I’m going to carry that over into short form video.

[00:08:17] Now the challenge with that is, if anyone has read my blog, especially those first 10 years, I am wordy, and you’ll probably even see here, like, I struggle to get to the point, I’m not concise, like, I’m all over the place. So. If I want to record short form videos that what I settled on was under 60 seconds,

[00:08:38] Conor Brown: hope

[00:08:40] Jon Loomer: how to be more concise.

[00:08:42] No. So in terms of the brand, I wasn’t so, so much worried about that. Um, you know, a little concerned about the, the dedication of time, uh, is that going to take away from blogging and whatnot? Um, honestly. What I found was people thought I went away before the short form video. Once I started doing the short form video, people were like, Oh, you’re back.

[00:09:13] So, yeah, it did help, I think, to have an established brand with people who have been following me from 2000, we’ll say 12 to, 18 or so, right? Where that was kind of like the sweet spot. Uh, what I kept seeing was, Oh, John, I haven’t seen your stuff in years. I haven’t seen you in my feed for years. It’s great to see you again.

[00:09:34] Um, and it was almost like a comeback, even though I hadn’t gone anywhere. So part of that was kind of frustrating.

[00:09:41] Jeff Sieh: Right.

[00:09:42] Jon Loomer: but it was also affirmation that like, Oh, because I wasn’t. playing the game or like, you know, creating content that was, that people want to consume now. Um, I just stopped existing for some people.

[00:09:57] Um, so that helped me return into their feeds.

[00:10:00] Jeff Sieh: That’s a great point.

[00:10:02] Conor Brown: Yeah, you know, I know. I love the embracing the suck, right? This is going to suck starting, right? But we’re, we’re going to get through this. We’re going to chip away at it one day at a time. And. Kind of that incremental improvement. You get 1 percent better every single day over the course of weeks, months, and now going into years.

[00:10:23] You’re going to be so, so, so much better than that. But starting from the very beginning, John, how do you, what’s your kind of process for just consistently generating ideas that, that are ample enough that you have enough supply of to actually make a video on a different topic every single day? How do you do that?

[00:10:45] Jon Loomer: That’s, that’s a challenge, right? Uh, in the beginning, that’s easy. Uh, because, you know, just start a list and I’ll start crossing them off as I’ve talked about them. Um, but when you’re talking about every single day, eventually plowed through me like, Oh, I’ve already talked about that thing. That’s, and also that’s one of the things I’ve learned to, I didn’t say learn to embrace yet.

[00:11:06] I’m trying to embrace is repetitions. Okay. Right. Um, and that’s a little bit. Opposite of what I’m used to with blogging. Like I, I, and that’s been a challenge of blogging too. Like I really, I’m, I’m conscious of not creating duplicate content, which I know is probably bad SEO wise, not an SEO expert, but that’s something I’ve tried to avoid.

[00:11:29] It’s, it’s great to talk about the same topic, but with a different angle, right? Um, with blogging, the video, the rules are kind of out the window on that. Like I could technically. You can either republish a video, which I don’t, or take the same topic and just rerecord it again. Um, and really not have anything different to say.

[00:11:53] And like, well, no one saw it the first time I recorded it three or six, three, six months ago, whatever. So that’s, that’s one thing. But the other thing is I do keep a running list. My notes app is like my lifeline. Um, it’s, it’s my to do list. It’s my list of video topics. It’s my list of blog post topics.

[00:12:12] It’s my schedule for the day. I do everything in my, in my notes app. Even my scripting is in my notes app. So, that’s a big part of it. Now, where’s the inspiration come from, you know, whether I’m, I have a feedly of, I’m reading what’s happening over the last week. I have this private community, which is really helpful for inspiration too.

[00:12:33] We have strategy sessions on Tuesdays and people ask questions. I have one on ones filling up on Thursdays and people are asking me questions like, oh, I’ve never heard of that issue before. Let’s talk about it. So, At all, that’s why it’s important to have something like a notes app available at all times, no matter what device you’re on, like as soon as I have inspiration, put it in, put it in there, you know, add it to my list. So that’s the main thing. To be honest, it’s not always easy, but at the same time, it’s like, you can always throw a different angle at something. Or, you know, I’ve said this a million times. To me, I’ve said it a million times. It doesn’t mean you’ve heard it a million times. Um, certain things, right, that I, that I feel like really need to be drilled home.

[00:13:19] So, that’s the other thing I’m trying to kind of embrace with short form videos, that repetition is okay too.

[00:13:25] Jeff Sieh: That’s a

[00:13:26] Conor Brown: I think what’s interesting about that too is, is like, with ads, it’s kind of the same thing. It’s, it’s frequency, right? Like, someone needs to see something. X number of time before it to, before it can actually register with someone, then just take that same approach with the video stuff. They’re going to need to see it consistently before it actually gets in their head.

[00:13:45] Jon Loomer: And look, no one’s ever complained. Like, Oh, you’ve talked about this before, like, so I’m not too worried about it. But I mean, the other thing that’s been nice is that I feel, especially like during the holidays when news and everything really slowed on like, uh, new feature updates and stuff for, for meta ads, just topics in general, like people, everything got quiet.

[00:14:10] Well, what did I have? I still had This journey I was on with Short Form Video. Let me talk about that. So, um, that’s one thing where I’ve loosened up a little bit. Where, you know, generally I’m kind of hyper focused on the meta ads topic. But here I will, you know, we’re on the Short Form Video platform. I’m going to talk about how I do this too because people care about that as well.

[00:14:33] Jeff Sieh: That’s a great Speaking of that Um, and Gary, Gary mentioned real quick, uh, he said Feedly is a great tool, also Pocket for saving and tagging stuff. I’ve been using another tool, Gary, called Artifact, and I think it’s from the makers of, I mean, for Instagrams, the owners back in the day. And I really like that too for getting news articles and stuff like that.

[00:14:51] So, he also said, oh yes, even podcasts slow down, releases during the holidays. It’s like nobody’s listening during that time. Yeah, it’s, it can be rough.

[00:14:59] Jon Loomer: It’s, it’s crazy. Like it’s been 12 years now and every year I, I fall into this panic mode, like when traffic and everything falls off the face of the earth, like just disappears. Is it gonna come back in January? And it comes back every, every January it comes back. But it’s, it’s so weird how that happens.

[00:15:15] Mm-Hmm.

[00:15:16] Jeff Sieh: Yeah, a friend of mine who was talking about, uh, Eric Fischer, who’s, does a big podcast, he’s like, yeah, it’s always this time of year, podcasts go down. Um, I want to talk about your You’re kind of processed because I’m really like, I, I, we talked about this a little bit before the show, but I said, you know, I was, I was inspired by you and I’m like, I’m going to try 30 days of doing this starting on January 1st, I made it a week and that was it.

[00:15:38] So, uh, if you guys are followed by Instagram or in my TikTok, you’ll see that. Yeah, it was great for a week. And I think I did one more after that, but I’m gonna have to do it two or three days a week and then maybe work up, but I want to know your workflow for producing these videos. Cause I, I mean, it’s tough.

[00:15:52] It’s hard.

[00:15:54] Jon Loomer: Well, two things. We’ll get to my workflow, but your story frustrates me because yeah, I hear it all the time. I also see it. There are people I follow and like, Oh man, they’re creating great stuff. And all of a sudden I’m like, wait a minute, what happened to that person? They’re not creating anything anymore.

[00:16:10] And it’s, it frustrates me. Um, so before we even get to my process, and I actually did a video on this today that we were talking about. Like, I don’t think the whole, I don’t have time is an excuse because the reality is, however much time you have, you can create a video that fits into that. So, um, there’s so many excuses for why I’m not going to create a video today or, you know, like what I think a lot of it comes from an overwhelm, a fear, a feeling of what the way I’m doing this isn’t good enough.

[00:16:50] I don’t know how to do this, whether it’s the editing’s not right. I’m kind of conscious of that. Or the lighting, the editing, the microphone, you know, what app should I use? Like all that kind of stuff. And the reality is like, all you got to do is turn on your camera app on your phone, have an idea, hit record.

[00:17:10] You really don’t even have to edit at first, right? Like how many people are going to watch it anyway? It’s not a big deal. Like the main thing is to get into the habit. So we could be talking about video, we could be talking about blogging, we could be talking about podcasting, it’s kind of the same thing.

[00:17:26] Publish it, and you will learn from it, and you’ll get more efficient. The other thing is like, because again, I think we get it backwards that we’re so worried about all these things being right, and we don’t know how to do it, and it slows us down. The reality is, do it rawest form possible. From there, you’ll start realizing things that you want to do better.

[00:17:50] So like my lighting, I still see my, on this day from a year ago on TikTok, my lighting, like I still see it a year ago. It still wasn’t the way I like it now. Not to say it’s perfect now, but, um, it’s those little things. So like, don’t let any of that keep you from creating. That’s the first thing. Um, so for my process, I don’t batch.

[00:18:12] I like, I, I tried to batch. We already talked about this a little bit before. It’s exhausting for me. Mentally exhausting. Like if, if, especially if I’ve got a batch for an entire week of videos. So that means, you know, You know, seven, seven videos. I’ve got to edit them, everything all in one day, probably. Or if I don’t edit that day, then I’ve got another day where it’s all editing.

[00:18:37] That’s exhausting. So what I found that works really well for me is knowing that I’m publishing a video every day, that is what motivates me throughout the week, knowing that that has to happen. Right. So however it happens, it’s going to happen. Um, so I’m, I’m always thinking about, okay, what are my topics adding, adding to that list?

[00:19:01] Do I have a script done for those topics yet? Let’s get that script in there. And really, that’s the hardest part. Once I’ve got the script done. Just record and go and we’re good to go. It’s just a matter of at that point, when do I have inspiration? Knowing that I have to have enough in there to publish every day.

[00:19:18] So for example, like heading into the weekend, I’m usually focused on, okay, I’ve got to make sure I’ve got Uh, videos recorded and edited and scheduled for Saturday, Sunday, Monday, because I don’t want to do this stuff on the weekends either, if possible. Or if I’m going on a trip, prepare all that stuff beforehand, because that, that, that goal, it’s not even like something I’m going to work around.

[00:19:41] It’s not going to happen. It’s going to happen. So what do I need to do ahead of time to make sure it happens? So that, that’s the first thing. Um, I use just my, my iPhone. I don’t use a special camera or anything. Um, use the rear facing. Camera, uh, was in cinematic mode. Even though I do have lighting, uh, I turned down the exposure because I feel like my lighting is really bright.

[00:20:07] Uh, so I turned on the exposure. I mirror my phone to my iPad so that I can make sure I’m lined up properly.

[00:20:16] Jeff Sieh: Right.

[00:20:17] Jon Loomer: Uh, I have my script, which I’d kind of script out line by line, not sentence by sentence, but line by line. Um. In my notes app, I zoom in on it a little bit because my old eyes can’t really see it that well.

[00:20:31] I’m not reading from it. I basically look at the first line, sort of memorize it, but like I don’t want to make it sound like I’m reading.

[00:20:40] Jeff Sieh: Right.

[00:20:41] Jon Loomer: I kind of know what that first line is. Look at the camera as conversationally as possible. Say it also conscious of how I end it, how I start it, knowing how that goes into the next line. So I record it. The recording is usually four minutes or so. Um. Because I fumble over my words a lot. And then, but also, I know a lot of these details are

[00:21:02] Jeff Sieh: No, it’s great. It’s great.

[00:21:04] Jon Loomer: I also know that about 1, 050 characters should be a 60 minute, or 60 second video.

[00:21:10] Jeff Sieh: Oh, cool. Yeah.

[00:21:11] Jon Loomer: So I’ve got it down to the point where, uh, if it’s over that, I’m gonna have to do some editing after the fact, and take stuff out.

[00:21:20] And that, that can make, that can be tough. Like, all of a sudden you pull stuff out and it doesn’t make sense, or it seems awkward or whatever. So I’m trying to limit that as much as possible. Being up against that 60 second mark. So, that’s, that’s everything. So, I, I, I, I also record the audio from my desktop, Um, using this uh, this, this mic, this Shure MV7. Throw everything into ScreenFlow, which again, I don’t want anyone to feel like, Oh, I gotta go get ScreenFlow, nothing against ScreenFlow, I just. That’s what I’ve used for over a decade. So use what you like. I throw, you know, all those files together, right? Cause there’s an audio file on top of the, the camera video file, match them up.

[00:22:03] And then I edit and I just try to edit out all the pauses, of course, all the imperfections and everything. Um, but, uh, the entire process takes, you know, from. Recording and editing and scheduling everything is about an hour, but, um, I also use CapCut for the captions, um, making sure I don’t go over

[00:22:27] Jeff Sieh: do you, when you’re done, do you upload them individually to each platform or do you have a service that does it all at once?

[00:22:34] Jon Loomer: So, look, uh, I’ve experimented with, like, uh, God, what was it called?

[00:22:40] Jeff Sieh: Repurpose. io is one

[00:22:41] Jon Loomer: know repurposed IO. I just don’t find it saves me any time like it’s so fast So and I’ve got you know, probably the worst thing I’ve got all these tabs open at all times Which makes it easily accessible, but I’ve got like this one group of tabs.

[00:22:56] It’s all for this process You know, so I’ve got business suite open to upload a new reel Facebook and Instagram, that schedule. Um, I use the same format to, to the, the video for reels. I do, for TikTok, I use desktop where I schedule to, to desktop. On, on TikTok as well. Same thing to YouTube shorts. So it’s the exact same thing there.

[00:23:19] I make a slight variation for LinkedIn. First of all, I’d center the captions and put ’em a little bit lower on LinkedIn ’cause I don’t have to worry about what’s on the side and the bottom and stuff. Um, and then I’d write out a lot, in some cases, it’s just pretty much the script, uh, but there’s a lot more text there that I put with LinkedIn.

[00:23:42] And then what I’ve been doing in the last six months or so, I’ve got a custom post type on my website. For each video as well, it ends up being like this mini blog post, uh, where I can like add images and stuff as I’m talking about, but it’s pretty much the same copy is what I use for LinkedIn, but I’m like, it might add some more context in there.

[00:24:03] And, but yeah, so it’s six different places in all, but really it doesn’t. That part of it’s easy. It really is. The editing is busy work, but it’s not hard. It’s just getting over the hump of what’s my topic? What’s my script? Okay, now it’s let’s record.

[00:24:23] Jeff Sieh: one of the things I wanted to do is let you guys know, make sure you guys go to johnloomer. com because I’ve been using this forever is he’s got the like the for each. Well, I guess it’s all one. Now you’ve made one template that you can put on like an overlay on whatever video editing software using and you know where your captions are going to fit and not go into like TikTok’s interface or Instagram Reels interface.

[00:24:46] And it’s so handy. I’ve actually put it on my Descript. Gary, I know you’re in my Descript course. Um, but I have, uh, something like that that I, I put that on, on top of mine just to make sure my captions ever, aren’t ever going to go over that top. It’s really, really handy. You can get it at JohnLumer. com. I think it’s in the top where your freebies are that you can download.

[00:25:03] Jon Loomer: So,

[00:25:04] Jeff Sieh: yeah, it’s, it’s really, really cool. It’s really

[00:25:06] Jon Loomer: It’s a popular page. It was one of those things like when that happened and that became really popular It’s like I don’t know if I want that to be popular because that’s not really Yeah, I’m more I want to be like search engines to be looking for me for Meta ad stuff, but it’s like the most popular thing that’s on my website right now.

[00:25:22] Yeah, that’s something I learned pretty quickly like You’d think it would be automatic, that the captions would be in the right place, but they’re really not. But, and I also do screen sharing and stuff like that where I’m doing tutorials and it’s important that it’s also as close to the bottom as possible while not being covered up so that I can feature something in the middle.

[00:25:44] So you’re left with very little real estate to really feature stuff, but that’s just something that you learn over time.

[00:25:51] Jeff Sieh: So we’ve got a couple questions I want to run through really quickly, or comments. Um, uh, Chris Stone says, Everyone gets 24 hours a day. We choose how we use them. You know, and Chris is a great editor, too, and I think what I’m doing is spending too much time editing, and I’ve got to let some of that stuff go and just put it out there.

[00:26:06] And Gary says, I found scheduling a writing session for specific formats to be helpful. Three ideas for TikTok, write all the scripts, record them in a single day. And he also said that recording on a phone and not using Adobe Premiere works faster and then he uses CapCut. Um, and Chris once again says this, he goes, I got going after I heard Craig Groeschel say, um, use the acronym Gitmo.

[00:26:28] Git, good enough to move on, like reps in a gym. Yeah, I love that one. That’s great. So, um, and, and Gary thought the mirroring of iPhone to an iPad is really, really cool. Um, yeah, so, so many good comments, lots of stuff to unpack here, and pretty much I think John is saying just do it, guys, just, just quit messing around, yeah,

[00:26:47] Jon Loomer: I, I’ve also learned, you know, over time that I probably spend too much time editing. It’s, you know, especially when I’ll see someone who’s really well followed. John Morgenstern is a good example. I don’t think anyone follows John Morgenstern on TikTok and Reels and whatnot. And he, he doesn’t even care about the one minute thing.

[00:27:07] He’ll talk forever and kind of ramble a little bit, but have very Detailed topics that he talks about that are really helpful. Um, he’s, he’s part of VaynerMedia and he, there’s no editing. He just, far as I know, he might do a little bit editing points, shoots, talks, publishes it and gets a lot of people watching it.

[00:27:28] I’m like, well, if, if you can just point, record, publish and get a lot of people watching. Why am I spending all this time editing, you know? So there is a matter of like, don’t, again, don’t let it be an obstacle. Edit if you want to, if that’s what you like, but it’s ultimately not going to be why people are or aren’t watching your stuff.

[00:27:52] Jeff Sieh: right.

[00:27:53] Conor Brown: Yeah. What about that engagement? You know, I’m sure it differs very much from, from blogging, what you were doing to kind of start and all this, but you build up an audience that way. How have you seen, uh, audience engagement involve? As you’ve been posting, you know, a video a day over this course, and then also has it directly impact your, your business?

[00:28:14] Can you, can you say that?

[00:28:16] Jon Loomer: so, a couple things there. I mean, it’s a pretty deep topic, honestly. In the early going, it’s also one of the things I just had to let go of. Um, number one, it’s audio, so much of it is audio control. Like, the TikTok algorithm, for a week, I’ll feel like a god. for a week i’ll feel like nobody watched my stuff it’s just that’s the one that’s most up and down and crazy but the other thing is like does it lead to business does it lead to x y like and what are the important metrics there’s so many vanity metrics like you can’t be obsessed with that stuff Because it is so much so outside of your control, or if you want to, if you want to try to take control of it, you start getting manipulative and doing stupid stuff, like that you’re probably going to regret.

[00:29:05] I think the important part for me too is, and honestly this isn’t something I really appreciated early on when I started creating it, like I, I forget sometimes. There are people who create videos to monetize them, the views of those, those videos, right? That’s not what I’m doing. So I understand why those people are super obsessed with reach and engagement and going viral, right?

[00:29:32] Because they get paid for that stuff. So they freak out about the algorithm and all that, like, I don’t care, whatever.

[00:29:37] Conor Brown: you

[00:29:39] Jon Loomer: me, I’m not getting paid for it. It is hopefully going to lead to business. Measuring that is going to be really, really difficult. So first of all, I mostly just have vanity metrics, but the funny thing is like with YouTube, I almost quit.

[00:29:55] On YouTube, because again, I was just publishing to all these different places because the daily views for the new videos were so low. I’m like, this just feels like a waste of time. I guess what I did, I actually was publishing to Pinterest for a while. Like this is dumb. No, like no one’s watching these.

[00:30:10] So I stopped. I almost did that with YouTube as well, but a weird thing happened. Now my channel has existed since 2012. Um, but I just haven’t been consistent with it. And I actually have like 19, 000 followers, but Something like that. Or a set of subscribers, but it It felt like doing this wasn’t really any benefit.

[00:30:32] I didn’t even realize until the end of the year, every single month, my views went up on YouTube. And I think a big part of that was search. So like, I was so focused on the most recent videos. And seeing like, ah, those views are crap. I wasn’t realizing people were watching my older videos because they were coming up in search.

[00:30:52] So that ended up being way more of a benefit than I ever anticipated, especially in the early going. TikTok, like if you would have told me a year and a half ago that TikTok would be my fastest growing audience. Like I’ve got like 28, 000 followers on TikTok, which I just started that. You know, in the fall of 2022, again, it’s just a vanity metric, but that’s crazy to me.

[00:31:17] Um, I think it’s all like in terms of measuring impact as well, it’s important to remember, like. I’m not creating unique videos for each platform. It’s the same video everywhere. Uh, these, many of these platforms, I would be doing nothing if I weren’t publishing these videos. So my measurement is more about overall, you know, what’s happening with all of these platforms.

[00:31:41] So like even Instagram, I only used Instagram as a Uh, a placement for ads. I really wasn’t publishing anything there. So the fact that now I’ve got 10, 000 followers and I’m reaching people every day is something I would not have had otherwise. Facebook is one of the first places where people were telling me, I haven’t seen you in years, where have you been?

[00:32:02] So, even though I was active there, like sharing links and stuff, that just wasn’t working anymore. Um, and so I was breaking through there. LinkedIn, like That has been one of the places where I’m getting the most engagement now, um, and that was a place I really wasn’t getting into at all until a couple years ago, um, so it’s really kind of unearthed.

[00:32:31] All these possibilities. Um, but the other thing is, and again, it’s difficult to measure any of this stuff, but what very early on was validation for me and I continue to hear now is people will book a one on one with me or sign up for my membership and then I will be talking to them and they will tell me, hey, just so you know, I’m here because of your videos, right?

[00:32:56] It’s because I felt like I knew you. You’re seeing, I was seeing you every day as a reminder that, oh, this is something you talk about and maybe sometimes you’ll even mention one on ones or like, I don’t, it’s not very promotional but there’s enough in there sprinkled that they’ll think about it. Uh, so it’s, you have to have a certain amount of blind faith I think with this stuff, right?

[00:33:22] Which is completely different from blogging. Because it’s very easy to measure. Um, whereas with the video, you either are going to just fill it with CTA nonsense to make it harder to consume, or you just have to accept that it’s gonna be difficult to measure, but you, you strongly believe it’s working.

[00:33:44] And that’s really where I was. So I got enough feedback to tell me I’m on the right path. Don’t obsess with some of these vanity metrics. They’re going to be up and down and all over the place because that will drive you crazy. And that’s what forces people to quit too. Um, but enough, have enough to also have something to celebrate, like over a long period of time.

[00:34:06] Like, yeah, I grew over that. That’s amazing. That’s awesome. Celebrate it. Keeps you going a little bit too.

[00:34:12] Jeff Sieh: Yeah, even doing the one week thing. I mean, I saw my stats go up and like, okay, people like this and I got engagement and comments, so it’s worth doing. I just need to revisit how I do it. The, um, one of the questions you need, and you mentioned a couple times, and I, I, and this is way one of my famous rabbit holes, is like, okay, you’re a long term blogger.

[00:34:31] Like, that’s your bread and butter. Like, what do you think of blogging going into 2024? Um, like if somebody says, Hey, I’m going to start a blog, would you go, Yeah, maybe not. What would you, what would your, your

[00:34:44] Jon Loomer: It’s so weird. I don’t, I don’t know if you guys have seen this too, but heading into 2024, that was the hot topic that blogs were coming back and we’re going to be huge. And

[00:34:55] Jeff Sieh: Mm

[00:34:56] Jon Loomer: I would love that. I’m just skeptical,

[00:34:59] Jeff Sieh: Right.

[00:35:00] Conor Brown: Yeah. Hello.

[00:35:01] Jon Loomer: I mean, first of all. My blogs took off, uh, for a couple of reasons for people, it wasn’t just a niche thing that people like to read tutorials and whatnot.

[00:35:15] That’s, that was pretty popular. Um, videos started taking over, but SEO wise and Google referrals, I was getting 10, 000 plus organic referrals every day. For a period. And now I’m getting, if I’m lucky, a thousand. Um, and that’s while I’m still writing a hundred blog posts a year. And, and now I’m not crying about that.

[00:35:42] I know a lot of people would love to have that per day, but that’s, that’s a fraction of what I was getting. So. To tell me you’re going to start a blog, um, it’s going to be hard and like the way Google is now, like everything’s more AI powered answer engines. People are getting their answers in chat GPT and whatnot.

[00:36:03] Like, where are your referrals coming from? So that’s going to be my question and why I’m skeptical. I’m not saying blogs are dead. I hope like, I hope blogs are coming back. I have nothing would make me happier. I just don’t feel, beyond the fact that yes, people, I think we’re heading into this direction of people desiring more of a personal touch and maybe even like a throwback, I get that. But how are they going to find you? That, that, because all, everything is lined up against blogs right now, whether it’s, uh, search referrals, social, like providing links, everything’s video, short form video. How are they going to find you? That’s, that’s, that’s the question I can’t get answered. Because I deal with it every day.

[00:36:49] I got I would deal with that obstacle every day. So, um, if you want to make it, having a website, first of all, is a must. You have to have a home base, whether you want to commit to a blog every day is kind of like with video. It’s a, it’s a long haul. It’s not going to be easy. You’re gonna be speaking into the void.

[00:37:09] Make sure you have things lined up to drive traffic there. Um, cause otherwise no one’s going to come. Uh, I think it’s easier, honestly, to start with short form video these days, because that’s where people are, but

[00:37:24] Jeff Sieh: and that’s my question too, because I know when people say, Okay, John does, 365 every day of short form. Do you have to do one every day or could you do it and still find success by doing it three, four times a week? I mean, what are your thoughts on that? Do you have to be every day for the algorithms?

[00:37:41] Jon Loomer: don’t have to be. For me, personally, I think I’m a person of habit. And of streaks. So I also ran, this is a continuing theme with me. I ran 1200 miles last year. I was not a runner years, you know, eight years ago. And this is something I started doing more and more a year. Big part of it was like, there was a period of time I ran every day for like a hundred days.

[00:38:05] And it was just, you know, it’s like, those are the things like, as soon as I don’t do it, and I break that streak, I’ve now made an excuse for myself the next time that. Why wasn’t I, that I, why was it that I didn’t publish that day? I could have that same excuse today, too. Um, so for me, it helps just to keep myself in line that I do it every day.

[00:38:28] Ideally, I’d probably publish more than once per day. Again, that’s like kind of what I’m looking at 2024 is like, I need to cut back on my editing or do more that are just super easy and dirty and publish them. Um, the bottom line is this. Do you need to publish every day? No, but you learn faster. The more you create, you give, uh, people more opportunity to see your stuff.

[00:38:55] The more you create, if you put everything into one per week or. You know, a couple per week, it’s going to be slower. It just is. So I think my pushback on that would be if you can only publish three times per day, would be why, what are the things that prevent you from, from publishing at least once per day?

[00:39:17] And if it’s like, oh, I don’t have time to edit or that, okay, well then edit less. Like spend less time on your videos and publish one. So again, I’m saying that to myself as well, cause I really want to publish more than I’m publishing now. Um, because I know that the more I create within reason, right, you still want to create value.

[00:39:37] Um, not just publishing for the sake of publishing. But, uh, more is better, uh, in that case without just flooding people with nonsense.

[00:39:49] Conor Brown: one of my favorite things

[00:39:50] Jeff Sieh: you to hear, I didn’t want you to say that. Actually, John, I wish you would take, take that back.

[00:39:55] Jon Loomer: Well, it’s not that you can’t be effective at three or four times a day. Just be, be prepared that it’s likely going to be slower the less you create. Um, and not, not just in terms of growing, but in terms of you getting better and learning and refining your own processes. Like the more, that’s why that first month of 70 videos for me, as painful as it was.

[00:40:18] Man, I learned so much.

[00:40:45] Conor Brown: up of jokes. And then your job is actually. To make sure the chain doesn’t break. That’s your job. Just keep going one day at a time. Not the greatest thing in the world or, or whatever it is, don’t break the chain, which kind of goes into this question I had of how do you balance quality versus a need for daily content production?

[00:41:09] You got to get something out of the door. So How does quality impact that? And then, John, once you’ve posted, how do you say, Alright, that’s a successful video. Or, or, or is it more just focusing on not breaking the chain and whatever comes, comes.

[00:41:24] Jon Loomer: Yeah, I, I don’t focus too much on how well, and like, I’ll look back and say, oh, that one’s doing really well and be pleasantly surprised. But realize I have such little, uh, such, there’s such little impact I can make on that doing well because what I’ve seen is it’s random. Like I have a video that does great on YouTube.

[00:41:45] Doesn’t do anything on TikTok, does great on Instagram Reels, doesn’t do anything on Facebook, right? And sometimes I’ll have a video that bombs on everywhere, and it just is, you know? Uh, it, it, there might have been a reason, and maybe there wasn’t. I, I think the more we take that personally, um, the, the really, the more complicated this whole thing becomes.

[00:42:10] So I try not to get lost in all that because a lot of times it just, there’s, there’s not a reason for it and why I did well either. Um, so try not to focus too much on that. In terms of quality and quantity and whatnot, it’s just something that I guess you have to have baked in, right? I, I’m not trying to create for the sake of creating, like I always have a purpose, something I want to teach you.

[00:42:34] Um.

[00:42:35] Jeff Sieh: Hmm.

[00:42:36] Jon Loomer: The editing doesn’t have to be perfect, and that’s something I’ve embraced more and more because I’ve seen it from other people. Like, the message is what matters. Like, did the message get across, and is that message valuable? And part of, you know, for me, that’s been trying to be more concise and getting it done in a minute and helping, you know, the scripting and all that stuff.

[00:42:56] But, um,

[00:42:58] Jeff Sieh: comes

[00:42:59] Jon Loomer: that’s the bottom line for me is, you know, I feel good when I publish something. That’s an accomplishment. The metrics that come, great. If they do, if they don’t, so be it. I’ve got another one in the tank that I’m publishing, right?

[00:43:16] Jeff Sieh: another one, yeah, yeah,

[00:43:17] Jon Loomer: I don’t know, I’m not sure why that thumbs up just went in the background for me.

[00:43:21] But so, so that’s, I do think it’s really important not to get lost in all that because the more obsessed you are with the metrics That’s when it becomes exhausting and you’re like, what am I doing wrong? Or what, you know, trying to duplicate what you did when you think you’ve, you’ve mastered the code and then you can’t, you know?

[00:43:42] And honestly, I did a little bit of that with my blogging back in the day that I learned from. Like, I felt like, oh, I got this magic formula that worked really well in that first year. Like, I keep going to that well and

[00:43:53] Jeff Sieh: doesn’t,

[00:43:54] Jon Loomer: you can’t, you can’t be obsessed with those metrics.

[00:43:56] Jeff Sieh: yeah. Um, I was so excited to have John on, I forgot to tell everybody about our sponsor of the show, which is Ecamm, so you can find out more about them at

[00:44:05] Jon Loomer: Nice.

[00:44:06] Jeff Sieh: Yes, so, um, uh, I’ll tell them they’ll be excited that you use it. Um, the, we are actually doing next, well, in two weeks, uh, in the 24th, we’re doing a meetup with Ecamm.

[00:44:19] Paul Gowd and I are going to be at Disney Hollywood Studios. You can find out more at jeffsieh. com forward slash podfest meetup. We’ve got, actually, if you go to that website, You can win a free Hollywood studio ticket for that day. If you’re like, oh, I don’t wanna pay for it. Jeff’s not that important.

[00:44:33] I’d go to see Paul, but not Jeff. But you could win a free ticket if you go here at jeff c.com/podcast fest meetup. We would love to meet you. Eca m’s. Gonna be there, it’s gonna be awesome. Media Vine is gonna be there sponsoring it as well. So make sure you guys go check that out at uh, jeff c.com/podcast meetup.

[00:44:48] The last question of this section, uh, John, and then we’ll, I, we’ll have a little bit of time to talk about meta ads ’cause I, I wanna talk about your most recent article. Um. Is, where do you see short form video evolving in the future? Like, you’ve been on these things, are you thinking like, is there going to be another platform?

[00:45:03] Or, you know, one’s going to go away? Or, what are your thoughts on the outlook for 2024 or the future of short form video?

[00:45:13] Jon Loomer: it’s tough to say, I, it, I think what we’re gonna, we’re gonna have some growing pains with AI related to short form video and, uh. People, you know, the deep faking and everything. Um, and we’re, we’re, we’re seeing this already in terms of comments and texts and LinkedIn’s, I think a complete freaking mess right now.

[00:45:37] Um, any way you can use AI to be lazy, people are going to do it. Um, so to a point, I think we’re going to have just a lot more garbage out there, um, in terms of video, but everything, um, when people know that they can. Just, you know, have the virtuals themselves and create a video and some of it might be good and I think a lot of it will be bad.

[00:46:06] So, it’s entirely possible for the same reason people are hoping that blogs come back. Some of this more personal touch, real, you know, videos could be more effective.

[00:46:18] Jeff Sieh: And I think you’re right, because I think, like, with what we’re doing here, like, I can, I know Gary, in the audience, is a magician as well, and he’s also been sharing some really great reels and stuff about his cooking adventures that he’s doing, so, A, I can’t do that, like, that’s what I like, and the short form stuff too, there’s a lot of stuff that A, I can’t do, and that’s why I really, you know, like this stuff, um, and, and, I think you’re right, there’s gonna be a lot of garbage that comes out, but hopefully people can, um, The stuff that’s good, like the content you’re putting out and like teaching people things will rise to the top.

[00:46:49] Um, this last section I want to talk about because you are the meta ads guy. Um, some of the stuff that’s happening recently, you know, with the, even the, um, we’ll get, we’ll get to it, I’ll let Connor ask that question, but like, where do you see the recent changes in this meta ads targeting affecting like the digital, uh, marketing strategies?

[00:47:11] You had a great article about it, that you talked about this. So, I know a lot of small businesses, solopreneurs, you know, even just regular businesses, like, they don’t know what to do. They used to be able to do a lot more than they were able to do with meta ads, and now they’re like, uh, I am at a loss to what to do.

[00:47:28] Facebook doesn’t really make it easy either, so.

[00:47:32] Jon Loomer: Which is good for

[00:47:34] Jeff Sieh: for you, yeah. Yeah.

[00:47:38] Jon Loomer: so what you’re referring to is the detailed targeting, uh, some of those interests going away, which is nothing new. Um, this is the trend we’ve been on for a while now, and actually like the exact same announcement, pretty much, word for word, was made two years ago that Metta was removing, Some detailed targeting options for the same reasons.

[00:47:58] You know, things were, weren’t used as much. There’s sensitive topics, you know, things like that. Um, so we don’t know the details, how many are going away, what’s going away, whatever, but that’s, this is nothing new, but again, this is a trend that we’re on. And we saw it with the expansion of audiences starting within the last, man, a year and a half, two years ago, maybe now, um, with advantaged detailed targeting, advantaged lookalike, and advantaged custom audience.

[00:48:30] I mean, there’s certain cases now, even if you use those old targeting approaches, that if you’re optimizing for a conversion, And you say, Oh, I want to target these specific, uh, interests, you’ll target those interests, but Meta can expand the audience to beyond those people. And I still am not even sure that people realize that’s happening because there’s still this obsession with, Oh, I have to use these interests.

[00:48:53] They’re so important. But the reality is, I don’t know how important those inputs are anyway. How, like how many of your results became, came from those inputs? How many of the results came because Meta expanded the audience? We don’t know. It’d be really helpful if they could provide that information. So it started with that advanced plus shopping, um, came up within the last year, there are no targeting inputs.

[00:49:16] And if you’re an e com business, you’ve probably found some success with it or know somebody who has, um, that’s entirely based on machine learning and more advanced kind of AI stuff that’s happening there to find your target audience that’s based on, you know, prior purchase history, your, your pixel history, data, engagement with your ads and whatnot.

[00:49:36] So. And as of now, I’ve been using advantage. Advantage Plus audience and go to the Advantage Plus audience. And I’ll talk a little bit about that in just a bit. But, um, I think the best thing to do is to just offer a You know, like I said, it’s really important to just offer information and then you have a good way

[00:49:57] Jeff Sieh: Mm.

[00:49:57] Jon Loomer: people to buy it.

[00:49:58] You know, they’ll come up to you and they’ll be like, Hey, here’s an idea.

[00:50:06] Conor Brown: joining

[00:50:14] Jon Loomer: because of the algorithm going broader? So in all likelihood, I mean, this is, I’m not, I don’t have a crystal ball. I can’t see the future, but I mean, you’d be kind of blind not to see this coming. If, if interests continue to exist, they’re gonna be as a very broad category of targeting, again, just for suggestions because Meta is trying really hard to To, to force you to use advantage plus audience as opposed to old, to the old methods.

[00:50:46] So the old methods are more than likely going away. I mean, I’d be shocked if they don’t. And so any targeting inputs would be just a suggestion, if not moving towards that advantage plus shopping approach of, excuse me, you’re not, you don’t have any inputs at all and the algorithm will find it for you.

[00:51:03] And that’s been something that I know has been painful. For a lot of people, it was painful for me initially. It took me a long time to embrace and accept it. I still think it’s imperfect, uh, especially for various, anything that’s not conversions optimization, um, just because that optimization itself is imperfect.

[00:51:24] Uh, you get a lot of garbage, but, um, this is the direction we’re on less, fewer inputs for the advertiser. The inputs that we do have are less impactful than probably we think. Um, and this is a difficult adjustment for those of us who are used to like all these levers we’re pulling being really, really important.

[00:51:47] That’s just not the way that we’re heading right now.

[00:51:52] Conor Brown: I love this question from, from Discord Coach, um, very specific, but are we able to target ads to members of a particular Facebook group or was that taken away in the recent changes? And I think that that kind of relates to the fact of You know, what are the other options we have? Like, like, what other strategies can we do?

[00:52:14] What should marketers start focusing on as, as we shift to, to these broader targeting methods? One, is that still available to, uh, us? And then now, out of

[00:52:25] Jon Loomer: Yeah, it was never available. So it’s probably the, one of the most common questions I get though, how do I target people from this specific Facebook group? Uh, you can’t. There are ads now, you can run ads to promote a Facebook group, but you can’t target members of it. There’s some workarounds that are very imperfect to like target people who have engaged with a video from, that was in a Facebook group that you control, but that would be the extent of it.

[00:52:51] Um, it doesn’t exist. And honestly, I would, I would never anticipate it will exist because that would be moving in the direction of more refined targeting. That’s complete opposite way we’re going. So I think the assumption is, Oh, this would be super powerful if I could do this. Um, and you’re thinking that the algorithm doesn’t already think that way, right?

[00:53:16] So the algorithm is already looking at various signals, like what groups are in, what kind of content they’re engaging with. Um, you know, what pages they’re engaging with, what websites and all that kind of stuff before they show an ad to somebody. Um, so whether or not we have the power to focus just on that group, I mean, that’s part of the signal.

[00:53:37] Anyway, I understand the thought process that would be amazing, um, at least to provide it as a targeting suggestion,

[00:53:46] Jeff Sieh: Right.

[00:53:47] Jon Loomer: but no, I would not anticipate that coming anytime soon.

[00:53:51] Jeff Sieh: So, another question I have, do you think it’s going, moving to the future of where it’s going to be like, maybe you can upload your email list, uh, and target, you know, people based off that, but it is pretty much going to be like an add button, like the AI is going to handle everything else, and it’s going to be kind of like the, you know, Facebook boost, kind of, that’s it, and you don’t have to do any other levers.

[00:54:11] Is that where Facebook wants to go? Like, it’s all going to be AI? Right. Right.

[00:54:16] Jon Loomer: look, I mean, the, the campaign creation process. So from campaign through ad set, they’re trying to streamline as much as possible that, you know, what is your goal? Define your goal. Um, they really don’t want you to edit the placements. They don’t want you really providing a whole, worrying a whole lot about the targeting.

[00:54:40] So in a way, we’re heading that direction there. What’s going to make your campaign effective or not is what you’re doing on the ad side. So, um, I would say, yeah, but we got to shift. It’s not a super easy button of, oh, promote this thing for me and give me a ton of results. You have to understand, this is an auction.

[00:55:02] So, you’re competing against other advertisers. How are you going to stand out? And if everyone has this crappy ad that was AI generated, because Meta said hit this button and we’ll create it for you, no one’s going to stand out. So, There’s still going to be a, I think the focus is going to fall now on what is your copy?

[00:55:24] What is your creative? How do you win that auction? Um, and also how do you attract the right people? This is a phrase. It’s not mine. It’s been repeated over and over. Your targeting is in the, is in your ad now, right? Um, because based on who engages with you, if you create a very general message that’s click bait for anyone to click on, You’re going to attract a very general audience.

[00:55:50] If you create copy and creative that attracts a very specific group of people to engage, that’s, those are signals that Meta is going to learn from to show it to more people like that. So, To a point, it’s going to be simplified and it has been simplified, but I do think it shifts the importance further into the creative side.

[00:56:12] Um, it’s also, in terms of agencies and worried about this, you still have a lot of, some responsibilities, but they’re shifting. So it’s the creative side, it’s also attribution, which is always a challenge. Because otherwise, like, mom and pop shop creating an ad. How are they measuring success? Because they don’t have any of the, the pixel, the API, everything set up.

[00:56:37] Do they know how to even interpret that information? So, again, it’s just a kind of a shifting of responsibilities at this point.

[00:56:45] Jeff Sieh: Gotcha. Well, since we’ve been talking about short form video content, and once again, John, thank you for your time today, I mean, I’ve been wanting to have you on, and I could nerd out about this stuff for a long time, um, but let’s talk about, like, the last question, kind of, how you merge what we talked about at the beginning, which is short form video content, and actually, meta ads.

[00:57:02] Can you use those two together? Like, you just mentioned creating, you know, really engaging Ads. Could you do that with short form content? I mean, is that something you could like merge together because it seems like to me you’re, you’re kind of doing both right now. I don’t know if you’ve done ads on your short form content or not, but

[00:57:19] Jon Loomer: Yeah, well. So there are various things I’ve experimented with. So one of the things I noticed right away is those people who engaged with my videos, my reels, and like watched them to the end were a different special breed, right? They were deeply engaged in my stuff and they’re really valuable. So I actually, for a year, I had this campaign running.

[00:57:42] Like, uh, Are You My People? Basically targeted at the people who had watched. A short form video over the last seven days and that was pretty amazing. It was just for validation because like the comments in there were all like, yeah, people watch your video, whatever. So it’s pretty cool. And you can also use that as targeting. Um, I’ve occasionally promoted my reels as well to kind of expand, you know, that reach and whatnot. For me, the problematic side of promoting reels for engagement and top of the funnel stuff is. It often, that’s where meta is not great.

[00:58:20] Jeff Sieh: Hmm.

[00:58:20] Jon Loomer: Like, you want to get more people watching your video, they’ll find all kinds of ways to get people to watch your video, but it doesn’t mean they’re necessarily your ideal person who’s gonna one day buy from you.

[00:58:31] And so, you kind of take that for what it is. But, absolutely, like creating those videos, that’s a skill. Uh, so creating those, now I can take that, what I learned from it. Um, in some cases I’ve repurposed reels into ads. But in other words, it’s like, okay, I learned from that so I can create ads to promote my, my, uh, community, my one on ones, whatever.

[00:58:56] Um, and that’s something I wouldn’t have done before, before I started doing this, because I just was not comfortable with videos. Everything was just a static image link kind of thing. Now I’ll create videos for it. It’s absolutely a skill that will help you with your ads. Yes.

[00:59:12] Jeff Sieh: Gotcha. Well, once again, this has been an amazing show. We are at the end of our time. Um, John, I want to give you plenty of time to talk about your, your, uh, your, your membership, everything you’ve got going on. Uh, let us know where we can find out more about you and all of your products and services.

[00:59:29] Jon Loomer: You can find me everywhere right now, pretty much, uh, at John Loomer, but the main, the best place really is johnloomer. com. Cause you’ll get the, um, blog posts, which are twice a week. The videos are all published there too. So they’re all embedded from YouTube, but they have like a short blog post with them.

[00:59:46] So there’s a ton of content there. Probably the best thing to do is just subscribe to my newsletter. So there’s plenty of free stuff. If you want to get even deeper, there are really two things. I mean, you can book a one on one session with me, um, at johnlimber. com slash coach. And, uh, we have a 45 minute session to kind of dive into what your strategy is.

[01:00:09] Or if you’re the person who. Uh, benefits from a community, connections with people who are experiencing some of the same things you are. Um, I’m gonna be very clear about that because not everybody is. My Power Here is Club Elite is something that I’ve, I’ve been doing for like 10 years now. I’m about to record my 500th weekly webinar, which tells you how long that’s been going.

[01:00:34] Uh, but it’s, it’s, it’s focused more and more on The person to person, uh, engagement. So we’re doing strategy sessions where it’s like this big video call that we do every week. I do my weekly webinars. I’ve got training, like my entire training library is available to you too. So, um, if you want to learn more about that community, it’s johnlumer.

[01:00:55] com slash elite. Thanks,

[01:01:20] Conor Brown: C O N N O R at www. opinion. com. If you want to plan any trips coming up, Disney, Universal, cruises, spring break, whatever it is.

[01:01:28] Jeff Sieh: Awesome. Thanks, Connor, for all your help today. And you guys, thank you so much for watching us. Don’t forget our sponsors of this show, Ecamm. You can find out more about them at socialmedianewslive. com forward slash Ecamm. And don’t forget the meet up that’s coming up the 24th of this month at Disney’s Hollywood Studios.

[01:01:42] You can find out and register to maybe win a free ticket. Uh, to the Hollywood Studios at jeffsieh. com forward slash podfest meetup. Thank you to Gary Stockton, Dustin Stout, um, the, the uh, Dealcasters, Chris Stone, uh, Gary, everybody who came today. I appreciate you guys. Have a great weekend and we’ll see y’all next time.

[01:02:01] Bye everybody.

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