The 27X Video Framework with Brady Shearer (PCP188)

I went and studied 100s of almost identical Facebook posts to discover what really worked (and more importantly, what really didn’t) when it came to growing engagement.

00:00
November 14th, 2017

Brady Shearer is the creator of prochurchtools.com. Pro Church Tools is a small group of pioneering churches doing everything they can to seize the 167 hours beyond their Sunday services. Why? Because we’re living through the biggest communication shift in the last 500 years. And what got us here, won’t get us there.

What’s In This Session?

  • Defining the case study (6:54)
  • The video guarantee (10:13)
  • The statistics (11:20)
  • Why a share is important (12:14)
  • The case study results (21:25)
  • Real life examples (30:03)
  • Storytape pricing (44:40)

Show Notes & Resources Mentioned

3 Instant Takeaways

    1. Video out performs text and photo based posts on Facebook. This makes sense because video will keep our attention on a single platform and post longer. Due to this prolonged attention Facebook is prioritizing video, meaning that video posts are more likely to be seen by your audience.
    2. Viewers retain more of the message when watching a video compared to text. Even if the retention rate is only an extra 50%, this still means that your audience is still means that your audience is still capturing more of your message when you put it out in video form than when you use a text and image combo.
    3. Add captions. A high percentage of videos on social media are viewed without sound. By adding captions you allow this large portion of your audience to still engage with you content. You make it accessible.

The Full Transcript

Brady Shearer: This is the Pro Church Podcast, session number 188, the 27X video framework with yours truly, Brady Shearer. Well, hey there Pro Church Nation, and welcome to the Pro Church Podcast. You’re now part of a small group of pioneering churches doing everything we can to seize the 167 hours beyond our Sunday services. Why? Well, because we’re living through the biggest communication [00:00:30] shift in the last 500 years, and what got us here won’t get us there. I’m Brady, your host, and this is session number 188. You can find the show notes for this session at ProChurchTools.com/188. In this session, we are joined by me and me alone doing a solo episode talking about the 27X video framework, so let’s do it.

[00:01:00] Well, thanks for joining us for another session of the Pro Church Podcast. This is Brady, your host, thrilled to have you along for the ride with us. We like to start off each and every session by sharing with you a pro tip or a practical tool that you can begin using in your church or ministry right away, and today is a very, very special day for us here at Pro Church Tools Inc. The reason for that is today is the official launch, Tuesday, November [00:01:30] 14th, of our new platform Storytape. You can go to Storytape.com and see the full unveiling and the full reveal of the platform.

I’ve been talking about it a lot. We’ve been in our prelaunch sequence for a long time, but if you’re still unfamiliar, you haven’t yet heard, if you’re listening for the first time, I want to tell you a likes about Storytape.com. It’s our unlimited stock video platform for churches. If you’ve ever tried to purchase stock video before, you’ll know that the prices are quite outrageous and steep, definitely [00:02:00] out of the realm of possibility for pretty much every church. If you want to get a single 4K clip that’s going to be around 10 seconds long, maybe short, it’s going to cost you between 200 and 500 dollars just for that one clip. Which is you want to create a video that’s going to have let’s say a dozen clips in it, now you’re looking at a 5K, 2,500 dollar budget just for the footage, not to mention your time, the editing process, any post production needed, color grading, sound engineering, and all that fun stuff. [00:02:30] We’re here to change that.

Storytape is a first of its kind platform, unlike anything else you’ll be able to find online, that offers you unlimited stock video downloads for a single monthly subscription. Let me tell you that this isn’t a platform that gets you in and then upsells you on like premium footage. We’ve had a lot of questions about that. I think a platform like Videoblocks does that. They’ll give you unlimited access, but then if you want the really good stuff you’ve got to pay a la carte. We don’t do that. We’re launching with more than 5,000 clips [00:03:00] already in our library and we’re going to be adding more than 1,000 new clips every single month. Our library is going to be ever expanding, and every single clip within that database is included in your unlimited subscription. There’s no special content that’s reserved for special prices. It’s al included in one.

When I’m talking about the quality of this footage, let me just speak to it, because all of our video clips are shot in beautiful cinematic 4K using our cinematic cameras, our cinema cameras, our aerial cinema cameras. [00:03:30] Everything is 4K pro res, meaning that it’s basically the highest quality you can get before shooting raw. The reason that we don’t shot raw is because most computers just wouldn’t be able to handle it. Pro res is like 95% of the way there to getting the quality of raw without the capacity, and size, and data rates of raw that will pretty much like just break your computer when it comes to speed. You have to use proxies, the workflow is incredibly tedious, and we didn’t want to make it that way.

All of our clips shot in 4K [00:04:00] pro res, and you can download all of the clips in three different versions. You can download the 4K graded version. We’ve added some color correction, maybe some noise reduction, some stabilization if needed in post. You can download the 4K ungraded version. This is completely out of the camera, unedited in every way, and it’s going to allow you maximum flexibility in post production to color grade it yourself and to anything that you want to the clip, and it’s completely raw right out of the camera. Then finally there’s a 1080 graded [00:04:30] version. If you’re like, “Man, I don’t need to worry about the download size and a 4K. I don’t need that. A 1080 is fine for me,” well, you can download that and there you go, easy. 1080 as well. All of our clips come in those different versions.

The final thing that I want to tell you about Storytape is that all of our clips are shot in what we call scenes. We don’t shoot these isolated clips that are then difficult to piece together. We’ll shoot in scenes. For instance, we will go to a pumpkin patch with a mother and a daughter and we’ll shoot 50 to 100 clips [00:05:00] in that pumpkin patch scene. You’ll be able to go in, and because your subscription is unlimited you don’t have to worry about download limits, you can be the direct. You can download as many clips from that individual scene as you want, and then you can piece together a narrative in post using all of these clips from a scene.

They’re all going to look the same. They’re all going to flow together nicely, and now you can create a great video like a sermon bumper, or an event promo, or a ministry promo, whatever it might be. One, it’s only going to take a couple of minutes because all the footage is shot and ready to go, [00:05:30] and graded and color corrected if you want it to me. Two, all of the clips are going to flow together nicely and work. Three, you can find the perfect number of clips and the perfect volume of clips every single time, because again you’re not hamstrung by download limits.

Storytape.com launches today, and I’m going to be talking about the full pricing of the platform or launch at the end of this session of the podcast, but we’ve got plenty of great stuff before that. Really, what I want to spend the bulk of this podcast on is not [00:06:00] talking about Storytape and doing a big pitch, but really talking about this case study that me and my team have been putting together over the last let’s say three months in prep for Storytape. Basically we’re calling this case study the 27X video framework.

I want to basically lay out the premise of this case study, and then what we’re going to do is talk about the results. Then we’re going to dive into individual specific examples of the results within this. We’re going [00:06:30] to talk about like the aggregated data, but then we’re going to spend time individually looking at particular examples from within the case study to further illustrate and really bring revelation to this crazy, crazy case study, because the data and results that we got back from this truly blew us all away. Like we didn’t expect this. We expected the results to turn out in some way, but not to this degree.

The case study is very simple. If you’ve been publishing consistently on Facebook for any length of time, for [00:07:00] your church, for your business, personally on a Facebook page, you will have likely noticed anecdotally if you’ve been paying attention that videos seem to outperform image and text based posts. This makes sense, right? Like video is the type of stuff that’s going to keep us on Facebook longer. If you’ve ever been scrolling through your Facebook feed and then found yourself sucked into a video, you’ll know what I’m talking about. This is why Facebook is prioritizing video, because they want you to put more videos [00:07:30] on their platform. If you do, the users of the platform are going to spend more time on their platform, which is of course what they want, because then they can serve more ads, make more money, and continue to grow. Very simple.

One way that Facebook will incentivize you to use more video, to publish more video on your pages as a church, as an individual, as a nonprofit, as a business, as an organization is to give you an extra boost in organic reach by using that feature. It makes sense, right? It’s an incentivization. It’s a bribe essentially. [00:08:00] They want you to post the type of content they want you to, and if you do, in return they’re going to give you an extra boost in organic reach. They can do this because they’ve been known to throttle organic reach from pages. That’s been something that we’ve been knowing about and experiencing as brands and churches for a long time. Even recently, there was this big scare where Facebook was testing out in I think sevenish different countries this new type of newsfeed where brands and page posts don’t [00:08:30] show up within the newsfeed at all. Your new newsfeed would be for friends and family only and then there would be this separate newsfeed for brands and for organization.

Now, Facebook has come out publicly since then and said, “Look. We’re not actually going to do this. This is just something we’re experimenting with. There are no plans to roll this out globally. We just are testing stuff as we always do.” I personally don’t think that we need to fear that whatsoever, at least in the short term. Maybe years down the road this could change. Of course I could be wrong, but I just cannot imagine [00:09:00] Facebook implementing something like that.

But the point is that Facebook has been known to throttle organic reach. A lot of churches I’ve heard speak to me and say, “Look. We don’t have the money to spend on boosting posts, to spend of Facebook ads, whether because our budgets are limited or because our leadership just is kind of bitter at Facebook. It feels like we’ve amassed a certain level of audience there and we don’t want to pay to play.” Churches kind of step back from Facebook. Maybe they don’t use it as much. Maybe they’re just a little bit bitter towards it like I just mentioned.

The [00:09:30] great thing about this case study is that what I’m about to show you is a way to boost your organic reach for free with a simple shift. One simple shift will boost your organic reach on Facebook for free. The reason we called it the 27X video framework is that on average we saw boosts when churches implemented this strategy within the case study that I’m going to teach you, when churches used it they saw on average a 27X boost in organic reach, 27 [00:10:00] times more organic reach with this one simple shift. It’s really one of my favorite Facebook strategies in 2017, 2018.

Essentially, the strategy itself has a name, and I call it the video guarantee. The reason we call it the video guarantee is because it just works. Like you don’t have to be a social media expert to implement this strategy. You don’t need to be someone who hacks through the Facebook ads manager, who works with multiple ad [00:10:30] sets, and audiences, and pixels, and retargeting. You can get deep into the Facebook platform and into marketing. Like we have a full marketing team now at Pro Church Tools that we’ve just begun working with, and the level in intricacies of what they’re doing continues to blow my mind away. This is not that. This is extremely simple that every single one of you within Pro Church Nation that’s listening right now can do this. It’s not that hard.

Here’s the premise of the case study. I had a hunch, as you likely do as well if [00:11:00] you’ve been posting on Facebook frequently, that video outperforms images and text on Facebook. There’s even some data on this. Like if you go to Google, type in video marketing statistics into Google, there are so many different things that will come up. I have just three statistics here that I want to share with you. These came from a website called WordStream, WordStream.com. This particular article was just an aggregate of a bunch of different statistics and data points concerning video marketing. This [00:11:30] article and this site didn’t create the data themselves. They just kind of, like I said, aggregated all of these data points.

I pulled out three that I found most encouraging, most important. Number one, social video generates 1200% more shares than text and images combined. Number two, video drives a 157% increase in organic traffic from search engines. Number three, viewers retain 95% of a message when they watch it on video compared [00:12:00] to 10% when reading it via text. Let’s talk about each of these three statistics briefly.

The first one, social video generates 1200% more shares than text and images combined. Why is share important, a social share? When someone clicks share on a Facebook post by your church, that is the ultimate form of endorsement that your post or your church can receive. It is so much more important. It brings so much more, carries so much more clout than [00:12:30] a simple like or a comment on a post, because it’s not just someone interacting with a post from their personal page. What they’re doing is they are then sharing it as if they wrote it themselves with their entire social sphere of influence. This cannot be overstated. This is a huge, big deal. When someone shares your post with their entire Facebook family, with all of their friends, all of their connections, all of their interactions and sphere on influence online, they are endorsing what you’re saying and love it so much that they’re going to post [00:13:00] it, share it as if they originally crafted the statement or media content themselves. That is a huge deal.

Because if I like a post, if I comment on a post, like that is a way of showing that I like the post, unless my comment is really angry. That’s me just interacting with your post, and maybe some of my friends will see that I interacted with your page. Maybe some people will see that I went out of my way to do that. They’ll say, “Oh, Brady liked that,” or, “Brady commented on that,” but most won’t. [00:13:30] Just a couple will, maybe ones that have mutual connections between your church and me, right? But when I share something, when I post it as if I was the one that originally crafted it, that goes out to everybody. It has the potential to reach everyone, and that is the simple best way that I have found to increase, to expand at an exponential level, your organic reach on Facebook, getting more people to share your content.

Not only does it reach more people, but [00:14:00] it reaches people that you perhaps have not connected with at all yet as a church, right? Because if I have let’s say 1,000 friends on Facebook, what percentage of those 1,000 friends are connected to your church on Facebook? Depending on how tight knit our community is or how insulated my friend group is, 10%, 50%, 80%. Either way, you’re going to be reaching new people that have not yet heard about your church simply by encouraging more shares. If this data point is true, social video generates 1200% more shares than [00:14:30] text and images combined, that’s a big deal. Simply shifting to video could boost shares.

Let’s go to the second data point. Very drives a 157% increase in organic traffic from search engines. Again, this goes back to the idea of increasing organic reach for free. We’re not talking about boosting posts. We’re not talking about spending money on digital social advertising. We’re talking about gaming the existing system, using the best practices, understanding the unique languages of a social [00:15:00] platform like Facebook, and playing to its strengths, taking advantage of the unique nuances, and thus boosting expanding our organic reach for free. This data point would suggest that as well. Very drives a 157% increase in organic traffic, pardon me, from search engines.

Final data point viewers retain 95% of a message when they watch it on video compared to just 10% when reading it in text. Now, let’s be clear here. I don’t know how you can actually qualify a statement like that. [00:15:30] That could be a little bit overstated. It could be a lot overstated, but let’s say it’s even 50% true. Let’s say it’s even just like twice as likely, like they retain twice as much information when watching a video versus reading in text. That is still a huge boost. Like twice as much would be worth shifting to video for me.

Another interesting thing when it comes to Facebook is that 85% of videos watched on Facebook are watched without [00:16:00] the sound. That’s why uploading captions is so important, using a service like Rev.com or a service if Rev is too expensive like Trint.com, a service that will kind of use algorithms and software to automatically transcribe your video, the words being spoken in your video. You know, you’ll have to go in and check later, because it’s just not as good. Those two service again, Rev.com and Trint.com.

That’s the data that I wanted to kind of put out there. Now, like I said, you can go to Google, search for [00:16:30] video marketing statistics. You’ll see a ton of great stuff, but the problem is that that data is not based on what our churches are doing on Facebook, right? That data is based on what organizations, nonprofits, and mostly businesses, small and enterprise sized businesses, are doing. What I wanted to do was do my own research independent from this data specifically looking at what churches are doing on Facebook and seeing if it lines up similarly to what this data is suggesting.

Here [00:17:00] are a couple of things that we did to make this case study happen. Firstly, we did not … Let me back up again. What we did was we looked at hundreds of different Facebook posts published by churches. Step one, we looked at hundreds of posts published by churches on Facebook. We looked at big churches like Elevation Church with 300,000 likes on their Facebook page. We looked at church like Central Church with 30,000 likes on their Facebook page. We looked at my church, also called Central Church, Central Community [00:17:30] Church. We had about 3,000 likes. We looked at even smaller churches with hundreds of likes and single digit, single number thousands of likes.

The reason we looked at all these different types of churches was because we wanted to see like is this a big church thing, is it a small church thing. We didn’t want to skew one side or the other. Now, what I will say to that is it was difficult looking at churches with like let’s say 50 likes or a couple hundred likes simply because the data and numbers that would come back from a post, the engagement points like how many likes and reactions, how many [00:18:00] comments, how many shares, they were so small that you wouldn’t really get accurate data. Because if one post had like five likes and five shares and another post had like zero likes and zero shares, like you can’t multiply by zero. Or if one post exceeded super well, you could skew the data.

Looking at extremely small churches was tough, but what’s interesting is that on average if you’re doing well on Facebook, you’ll probably have about five to ten times as many likes on your Facebook page as you will butts in seats on [00:18:30] a weekend. If you’re the average size church of about 180, it’s not uncommon at all for your Facebook page ,if you’re spending any type of effort on it, to have let’s say 1,000 or 2,000 likes. That’s about the right number to get some good data from. If you are the average size church, 200 or less, in or around there, maybe 300, this directly applies to you as well, like 100%.

That’s how we looked at the case study. That’s about how many number of posts we looked at. Basically [00:19:00] what we were doing was simple. We would look at a church’s Facebook page and take a video post they had published and then compare it to an image or text based post. Now, the key to making this work is to compare similar subject matter. What I mean by that is we wouldn’t take a sermon bumper video and then compare it to a testimonial image, long form story. They’re completely different, and we’re not isolating the content variable. Because that’s the point of the case study. We want to isolate [00:19:30] the content variable, video versus image and text.

We’re looking at these hundreds of different Facebook posts published by churches. We need to isolate video versus text, so we need to look at posts that were published at similar times, that were similar in tone, but most importantly were promoting or talking about the same thing. We compared a sermon bumper video with a sermon image that was promoting the exact same series, posted in the same week a couple days apart. That’s how we did the comparison, to isolate the content [00:20:00] medium variable.

We looked at hundreds of posts. That’s how we did it. One more important point of clarification. We excluded pastors talking from stage and then the videos of that being published on Facebook. For instance, if went to Elevation Church’s Facebook page, I didn’t include in the case study the videos of Pastor Steven preaching from stage, because him being a celebrity pastor and the type of engagement they get from those types of videos would be completely [00:20:30] like messing up of the data because they perform so well, and they’re difficult to compare. You can do a quote post, but even that, it’s just not perfect because the content is a little bit different, long form video versus like a single quote. It is Pastor Steven from stage, but it’s not exactly the same thing. We did not include those.

Really, we were trying to rig the deck in image and text’s favor. Like we didn’t want to create a case study that creates these crazy, astronomical numbers that looked [00:21:00] a little sensational or hyperbole or like we kind of fudged the numbers. We didn’t even include any videos of pastors preaching. The only videos we included were like sermon bumpers, ministry promos, story videos, event promos, stuff like that. We did not include pastors preaching from the stage.

Okay, so those are kind of the three disclaimers, foundational pieces of how we gathered the data. With that being said, let us dive into the data together right now, and then we’ll go into [00:21:30] specific examples and those are the really cool part. We looked at hundreds of posts published by churches. Here’s the aggregated data. Video posts on Facebook outperformed image based posts and text based posts of similar subject matter to the tune of 3.25 times more likes and reactions, and reactions are those like now you’re able to not just like a post. You can like put the wow symbol, or the heart symbol, or the angry symbol. [00:22:00] 3.25 times more reactions and likes, 8 times more comments, 27 times more shares. I’ll say it again. Video based posts on Facebook published by churches outperformed image and text based posts to the tune of 3.25 times more reactions and likes, 8 times more comments, 27 times more shares.

To be clear, we did not include live video in this case study either. It was simply native video uploaded to Facebook, not live video. Live video [00:22:30] also performs extremely well, but we didn’t include it in this case study.

What can we glean from this aggregated data? Well, first of all, the more likes and reactions is fine, and then the 8 times more comments is big, but the big takeaway from me, and I was shocked when I saw this data, because I started off the case study doing the research and then I had to hand it off to my team so we could do like large, like we could scale it a bit. To see it come back 27 times more shares, I saw that in the initial data and I was like, “Well, this isn’t going to hold up at all.” [00:23:00] Then it didn’t just hold up. It actually increased. Simply stated, you can take an image based post for let’s say an upcoming family movie night, and it can a professional photo of people’s faces that looks amazing. You can then post the next day or the same day a video post, let’s say of like the exact same type of content promoting the exact same event on the exact same day, and on average we were seeing churches getting 27 times more shares by doing this, [00:23:30] on average, which is crazy.

Let’s dive into some specific examples to show you exactly how this worked in big churches, small churches, and everything in between. Let’s start with a bigger church. This is how Church on the Move increased their shares on Facebook by 31 times. First up in this initial example, we’re got an image based Facebook post from Church on the Move. They published it earlier this year, and basically it’s just promoting their sermon series Start Here. I think it was the kickoff sermon series that they did in [00:24:00] the beginning of 2017, Start Here, on January 19th. We went all the way back. Like we went all over 2017 for this data.

They published an image on their Facebook page and it’s promoting their sermon series Start Here. The text that went along with it said, “Studies show 32% of people give up on their New Year’s resolutions after just two weeks. We’ve love to help you get back on track. Start Here. We’ll see you at Church on the Move this weekend.” Awesome. It had this image, sermon bumper, sermon slides, Start Here, kind of like [00:24:30] really nice, professional graphic, like great graphic design work. This image based post earned 30 reactions and likes, 13 shares, and one comment.

Here’s where things get really interesting. Church on the Move then published a similar post on their Facebook page promoting the exact same sermon series. The only difference in this post is that they used a video instead of an image. Same time, same bumper, same series. The results, this video based post earned 937 [00:25:00] reactions and likes, 401 shares, and 63 comments. Remember, both of these posts promoted the exact same sermon series, published around the same time, only difference is that one was video based and the other was image based. Despite those similarities in subject matter, the Church on the Move video post outperformed the image post to the tune of 31 times more reactions and likes, 31 times more shares, 63 times more comments. Remember, the average was 27 times, but when [00:25:30] you looked at individual examples you could see these crazy results like a 63 times, which is just insane.

Just a reminder, this is all happening organically. Like this is not with boosted posts, like no dollars spent. This is organic. Let’s look at another example. This is Central Church’s results. They have about 30,000 on Facebook, and so does Church on the Move. They have about 30,000 as well. We’ll get into smaller churches in a moment. This example, Central Church is promoting an upcoming worship night for a new record [00:26:00] that they’re recording. The image based post says, “We are just seven days away from one of the most exciting nights of the year. We’re praying this album will bring hope and life to broken people. We can’t wait to share the good news. Buy your tickets. Find more information on our website. Each ticket reserves your seat and you’ll get a copy of the album when it releases.”

That was the text in this image post, and the image is this beautiful, professional photo of the Central Church band live on stage. People are smiling. There’s smoke in the air. There’s a guy in the front holding up a mic in the middle [00:26:30] of his verse or whatever. He’s singing, and it just looks great. This post, image based, earned 64 reactions and likes, 1 share, and 3 comments.

Let’s move on. Central Church published a similar post one day apart from the image based post promoting the identical worship night, except here instead of an image they used a video. The results, the video based post earned 220 reactions and likes, 34 shares, and 12 [00:27:00] comments. Again, the exact same church event, only thing different was one was a video, one was an image, published just on day apart. The video earned and outperformed the image post to the tune of 3 times more likes and comments, 4 times more comments, and 34 times more shares.

I really love these individual examples, looking at actually stuff, so we’re going to keep going with them if you’re cool with me. Let’s go to a smaller church. This church you probably never heard of. It’s Woodvale Pentecostal Church in Ottawa, Ontario, [00:27:30] Canada, our nation’s capital, and they used this video guarantee strategy. They probably didn’t know they were using it, but they used it for their Easter experience. This is something that almost every one of our churches is doing, Easter experience every year.

First, let’s look at their image based post. We’ve got a beautiful, nice graphic designed for their Easter experience. It says, “Trust Me, and Easter celebration.” It’s text kind of like over the clouds. It looks really nice. It says in the post, “Easter is just around the corner, and we’d be honored for you to come and [00:28:00] join us.” Then it states the times, the hashtag, the website. This post, image based, got 33 reactions and likes, 33 shares, and 3 comments. That’s actually really good, 33 shares for a church this size. This Facebook page has about 2,000 likes, so my best guess looking at that data means they’re probably a church of 200 to 500, so average size church.

Of course, this is not the end of the case study or this individual example. It’s just part of the story. Woodvale then published another Facebook post [00:28:30] promoting the exact same Easter experience, but this time they used a video instead of an image. The video earned 126 reactions and likes, 7 comments, and get this, 139 shares. That is 4 times the more likes and reactions, 4 times more shares, 2 times more comments. I’m looking at the video, it’s like the exact same graphic. It’s just in the video form.

Let me stop here before we go to another example and just say this. It’s not so much [00:29:00] about the video you create. Obviously it comes down to the creative to some extent. The better video that you make, the more likely it’s going to perform well, but at the end of the day, what we’re doing is we’re gaming the Facebook algorithm. It’s not so much about creating a video that is like the most great, amazing video ever. It’s more about creating a video at all and then letting Facebook just do its thing when it comes to the algorithm. In some examples that we looked at, we saw [00:29:30] people take images, put them in a slideshow in a video, and still seem huge boosts in organic reach, huge boosts in comments and likes and reactions just because they had technically uploaded a video file to Facebook, even though it was just graphics in a slideshow exported as a video.

Don’t feel like you need to create this amazing video, and we’re going to talk a little bit about that later and why I think Storytape is such a revolutionary platform when it comes to saving your church time, money, and maybe expertise that you may or may not have on [00:30:00] staff. But let’s keep going with examples.

Let’s look at one of everyone’s favorite churches, Elevation Church. They’ve got 300,000 likes on their Facebook page, so we wanted to include them in the data to see does this also apply for a church with an extremely popular pastor that everyone like recognizes and knows and for a church with a Facebook page audience that’s just so big and so far reaching. This is a really recent example. It’s currently happening right now. Elevation is going into this new sermon series called [00:30:30] Waymaker. They published an image based post for this upcoming series, and the text that accompanied this post said, “Our creative teams have been working on something new. We can’t wait to show you, but you have to be in church this weekend to find out.” Accompanying that post was an image. This image based post earned 289 reactions and likes, 5 shares, and 7 comments.

In comparison, the video post that they published the same week teasing the exact same [00:31:00] upcoming message did a little bit better. The video based post earned 1,200 plus reactions and likes. I don’t even have the exact data because once you’re beyond 1,000 Facebook just says like 1.2K, so 1,200 plus reactions and likes, 43 comments, and 367 shares. This was one of the most crazy example. This is 4 times more reactions and likes, 6 times more comments with the video compared to the photo, and 73 times more shares. 73 [00:31:30] times more shares. This is what I’m talking about when I saw exponential increase when it comes to organic reach, 73 times more shares. Even Elevation with an audience as large as theirs, everybody benefits from increases in shares like that. Again, the aggregated data on average of all the posts that we looked at, hundreds, 27 times was the average. You know, you might not get 77, but 27 times [00:32:00] more, like that is insanity either way.

Let’s keep looking at some other examples. Let’s look at Citypoint Church, another Easter example. They posted an image. It’s a really nice image. There’s a nice woven basket with some really multicolored Easter eggs in it. The filter on top of this photo is really nice. The image based post promoting Citypoint’s Easter experience got 15 likes, zero comments, zero shares. They then posted a video promoting their Easter experience, [00:32:30] and it was the same week, same experience obviously, Easter. The video based post earned 71 reactions and likes, 22 shares, and 2 comments. Now, like I said, you can’t multiply by zero, so for this purpose I’m actually going to give a boost to the image and say that zero shares and zero comments, we’ll just make that one. In that case, the video based post outperformed the image based post for Citypoint’s Easter experience by the tune of 5 times more reactions and likes, 22 times more shares, and 2 times more comments.

Let’s [00:33:00] look at another church. This is Christ’s Church of the Valley, also known as CCV, and this is for a cool event. Like it doesn’t have to just be for Easter or a sermon series. It can be just for like an outreach event. For this individual example, we looked at an outreach event that CCV runs. They call it Love Our Schools Day where basically they do a school drive. Maybe you do this at your church with a backpack giveaway or a drive for students or for teachers, getting them paper and school supplies, whatever it might be. They published an image, and what was cool about this image is [00:33:30] that it was actually three different images. We’re talking about smiling children here, okay? This is not exactly … This isn’t exactly like a bad image.

I want to clarify that. Like when we looked at these examples, a lot of these churches are shooting high quality, brilliant, professional photos that look amazing, and they’re doing everything that you should. In this particular example, we’ve got smiling children. The data will show that we as humans respond to other human’s faces more [00:34:00] than almost anything. That only gets multiplied when it’s a smiling kid’s face, because they’re just that cute.

I was sharing a story just yesterday with my team about my daughter Lily and some of like the words that she’s using. I’ve got like eight guys in the office, macho men, that are just like, “Aww, it’s so cute.” I’m doing the same thing, because that’s the type of thing that melts our hearts. That’s what’s so cool about this. The Facebook algorithm seems to trump all of that, because if Facebook is going to throttle your organic reach when it comes to photos and texts, [00:34:30] it doesn’t matter if you have smiling children’s faces, because if 27 times more people will see your video it doesn’t matter if they like the smiling faces more if nobody sees it. That’s why we always say attention is the most valuable commodity that your church can possess. In this instance, this is one of the best examples of that, because it doesn’t matter if the image is actually better than the video, because if not anyone is seeing the image, well the video is going to outperform the image every single time simply because of attention.

[00:35:00] Let’s get back to this individual example. CCV, their Love Our School Day image with the smiling kid’s faces got them 37 reactions and likes, zero shares, and zero comments. CCV then published a similar post, and you probably see where I’m going here, promoting the same outreach event, except instead of an image this time they used a video. The results, the video based post earned 261 reactions and likes, 36 shares, and 5 comments. Again, the image post got zero shares and comments, [00:35:30] so we’re just going to make that one for the same of multiplication leading us to these results. The video based post for CCV outperformed the image based post for their CCV Love Our Schools Day to the tune of 7 times more reactions and likes, 5 times more comments, and 37 times more shares.

If you will permit me, I’ve got two more examples that I want to share with you. I handpicked eight for this podcast, and that’s out of the hundreds that we looked at. We’ve already shared the aggregated data, but I wanted to give you a ton of individual examples [00:36:00] to just show you how this video guarantee strategy works and just how powerful it is. We talked about those like three statistics kind of on a global business level before, and now we’re looking at individual church example. Really, if there’s anything to glean from the overall examples compared to the church examples, it seems that this works better for churches if anything than it does for businesses. That might be due to the altruistic nature of what our churches are doing. We’re not trying to sell stuff. Like in that last example, we’re just helping the schools in our community. [00:36:30] That might help when it comes to our organic reach, but let’s get back to some more examples.

This is Community Bible Church and the event in question they’re promoting and using the video guarantee strategy in action for was a family movie night. Again, it just goes to show you this can work on any type of event or promotion, something as mundane as a family movie night. Simple, right? This was a very recent example too. They’re setting a family movie night. They’ve got this image of this giant crane that’s like setting up the speakers for the [00:37:00] movie night, like a really cool behind the scenes image. It got 57 reactions and likes, zero shares, and 2 comments.

The very same day … No, no. One day part from that they posted, one day separated from the image post, they posted another Facebook post promoting the exact same family movie night, except this time it was video instead of an image. The results, the video based post earned 158 reactions and likes, 35 shares, and 13 comments. [00:37:30] Remember, both of these days promoting the exact same event posted one day apart. Only difference, one was a video, one was an image. Yet despite the similarity in subject matter, timing, and tone, the video based post outperformed the image based post to the tune of 3 times more reactions and likes, 7 times more comments, and 35 times more shares.

Final example, this is from RFA Church in Raleigh, North Carolina, another smaller church example to just show you how awesome [00:38:00] this strategy, the video guarantee strategy, is for every single church of every single size, because Facebook does not discriminate when it comes to size. This was a promotion for VBS weekend. You’ve got a great kids week. They called it Maker Fun Factory, which was one of the VBSs that a lot of our churches did or have been doing in the last couple of years. They posted an image based post promoting their VBS experience, really great post. Again, kids in the picture. The image based post earned 6 reactions and likes, [00:38:30] zero shares, and zero comments. Again, this is a smaller church, so 6 might not even be that bad when it comes to reactions and likes.

Three days earlier though, RFA Church published a similar post promoting the exact same Fun Factory VBS. Used a video this time. The video based post earned 18 reactions and likes, 2 comments, and 21 shares. Again, same event, just a few days apart when it comes to posting. Yet despite those similarities, the video got 3 times [00:39:00] more reactions and likes, 2 times more comments, 21 times more shares.

Eight handpicked examples. To remind you of the aggregated data on average of the hundreds of posts that we looked at, video posts outperformed image ones to the tune of 3.25 times more reactions and likes, 8 times more comments, 27 times more shares. I hope the takeaway here is pretty simple. You should begin using [00:39:30] video as much as you can more, more, more on social.

Now, one question that you might get is if we start using like only video will this type of organic reach begin to dissipate or decrease. I have not found that to be the case. We have not done actual case studies on this, but for a while we were posting exclusively video content on the Pro Church Tools Facebook page, and our organic reach was just consistently high. I haven’t seen Facebook penalize [00:40:00] pages for posting exclusively video content. I don’t feel like you would need to go only video content, but if you’re doing like 10% video content, you could boost that to 50% right away. If you’re doing 50%, boost it to 75%. If you’re doing 75%, boost it to 90%. Simple sated, we need to be using more video.

With that being said, it’s not lost on me how difficult creating videos can be. To produce a great video, there’s usually three things that I say you’ll need. You’re going to need money, you’re going to need time, and [00:40:30] you’re going to need expertise. You could include this in the money category but it could also be its own separate fourth bonus category, you’re going to need gear, right? Like there are plenty of great option for churches. If you go to YouTube.com/Storytape, we’ve got a ton of great tutorials. We’ve got this one on how you can create a DIY gimbal for zero dollars and how we’ve kind of created this DIY gimbal for zero dollars, how you can get like silky smooth footage that doesn’t require a 10,000 dollar [00:41:00] stabilization rig. You can use free lighting with magic hour, beginning of day and end of day. We’ve got another great tutorial, YouTube.com/Storytape on that. You could save on money, right?

There are tons of great things that you can do, but of course they’re limited. There’s only so much you can do with that. That’s why we created a platform like Storytape. I said at the top of the show that I wanted to get into the pricing of Storytape, like we’re finally able to reveal that. Storytape as of today, as of the day this podcast [00:41:30] was published, Tuesday, November 14th, 2017, Storytape is live. It’s finally available to the world and you can sign up, which is awesome because there’s so much good stuff coming down the pipeline like we’re adding 1,000 new clips every single month.

Let’s just get into why Storytape is awesome. Again, you can sign up for our unlimited subscription, which gives you access to obviously unlimited clips, 4K, 1080, graded, ungraded, 1,000 new clips each month. That’s going [00:42:00] to give you the ability to create these videos on scale, right? Because if we understand the video guarantee strategy, the results from this 27X case study, it’s simple. We need to do more video. I just alluded to that, depending on how much video you’re already posting on social media, Facebook in particular. The reason we looked at Facebook in particular is because 7 out of every 10 Americans is on Facebook, 7 out of every 10 American adults. The next closest platform is Instagram, and it’s 3 out of every 10 American adults. Facebook [00:42:30] is by far still the biggest platform for your church. That’s why we focused on there in particular.

When you look at what you’re posting, we want to increase that video content. That’s the real biggest, only takeaway from this case study. The best way to do that is to really leverage the existing stock footage that we’re going to make available to you. We’ve got pretty much every type of category that you could ever want when it comes to like the content of footage that you want. If you don’t see something, we’re adding 1,000 new clips each month, so just let us know and we’ll do our best to [00:43:00] go out and shoot it for you. This is going to allow you to create more videos for Facebook on scale without having to get up at 5:00 AM to get the perfect lighting. We do that for you. Without traveling to Iceland, Switzerland, Ireland, which we’ve done in the last month. We’ll do that for you. Without having to spend 20,000 dollars on an aerial drone rig. We did that. Without having to spend 10,000 dollars on just a single cinematic rig. We did that.

Like my accountant, we got our finances back for the business [00:43:30] like last month and there was this one line item that said 130,000 dollars. I was like, “What is this?” He’s like, “Oh, that’s your video gear budget.” I was like, “No, there’s no way. Nope, not a thing.” Then he started like rolling out each receipt one by one. I was like, “Wow. We spend 130,000 dollars in less than a year on video gear.” Like that’s how much we’ve invested into creating and capturing amazing footage, and we’re just giving you access to all of it on one subscription. Instead of paying 200 to 500 dollars [00:44:00] for a single clip, you can just have all of it, as much as you want, unlike anything that’s ever been done before.

Maybe we’re crazy. Maybe like we’re going to go bankrupt because of this, but that’ll be good for you, right? We’re not. We’re run the numbers. We’re good either way. The point is that to create video in scale, you’ve got either to have a ton of money, a ton of time, or a ton of expertise, and you’ll still need a ton of time even if you have the expertise. Like you’ll really need two of the three of those things, money, [00:44:30] time, or expertise. Or you can just have Storytape, right? Like that’s the fourth secret option.

Let’s get into the different pricing, because we actually do have three different plans. We don’t want to leave anyone behind with Storytape, so we’ve got three different plans. We’ll talk about the basic plan, the very first plan. This is the most affordable plan. It’s outrageously affordable. It’s just 29 dollars per month, and that’s going to give you access to 10 clips every single month, only at 1080p resolution though. If you don’t need 4K, if you’re like, “Yeah, I don’t know why [00:45:00] I would need 4K. 1080 is plenty for what I need for our church’s projectors, for my computer,” you can get the basic plan. It’s 29 dollars per month, 10 clips each month. Those credits are 10 each month and then it’s 1080p resolution only. That’s on the annual plan, so if you pay annually.

If you pay monthly, it’s 49 dollars per month. Extremely affordable. Works out to like less than three dollars per clip. When you compare that to 200 or 500 dollars [00:45:30] when it comes to regular stock footage, it’s literally 100 times cheaper, 100 times cheaper. This isn’t like, “Oh, save 50%.” No, it’s 100 times cheaper. I mention the annual pricing because if you pay annually, you save up to 40% I think it is. 29 dollars per month when you pay annually. If you want to month to month on that, monthly it’s 49. That’s like how you save 40% on an annual subscription. That’s the first plan.

The middle plan is the pro plan, and the pro plan’s going to give you access to 40 clips every single month, [00:46:00] so four times more than the basic plan, and you’re not limited by 1080p. You can download 4K resolution. The ungraded clips are available to you. Any resolution, any 40 clips that you want each month. The cost for that plan on the annual subscription is 79 dollars per month. Then if you want to pay month to month, it jumps up to 99 dollars per month. That’s the pro plan.

Then the third plan of course, the main event, the main attraction, the unlimited plan gives you access to obviously unlimited clips, launching with more than 5, [00:46:30] 000 in the library, adding 1,000 new clips each and every month, and that gives you access to of course every resolution as well, 1080p, 4K graded, 4K ungraded. The plan cost for that is 199 dollars per month paid annually, and if you want to go month to month it jumped to 249 dollars per month.

To put that in perspective, to really anchor that down, a single clip on one of the big sites … and don’t get me wrong. The big sites shoot amazing quality footage. [00:47:00] Dissolve, Filmsupply, Shutterstock, they’ve got hundreds of thousands of clips. One clip on one of those big sites is going to cost you 200 to 500 dollars, and on Storytape you can get access to unlimited clips for less than the price of one clip on those sites. There really is no math that you could do on that. Like it’s literally like thousands of times cheaper than the other sites, just unlike anything that exists. Like I said, a first of its kind site.

[00:47:30] If you want to know why stock footage is so expensive, one, no one has ever done anything like Storytape. If you’re making a ton of money, why become cheaper? That’s the first reason. Secondly, if you are like most stock footage sites, you have contributors to your site, filmmakers that you need to pay out royalties to. If you’re on Filmsupply and I shoot a bunch of stuff and then contribute it to Filmsupply and you go and buy one of my videos, yeah, you give Filmsupply money but you also give me, the artist, money. The great thing about Storytape is we employ all of our cinematographers on [00:48:00] staff full time, so we don’t have to pay out royalties, so you get that money back right away. Instead of having to pay two different people, they’re already on staff. You only have to pay Storytape. We don’t have to take that money and then pay it to someone eels, and thus jack up the prices.

Then the other thing that has made video expensive for so long and really probably like the bedrock of why stock footage was so expensive has been traditionally the delivery costs on stock footage is very, very expensive. If you can think about like let’s say Storytape has [00:48:30] 100 users and 100 users and downloading 100 gigabytes each month, that works out to 10 terabytes. The cost of delivering 10 terabytes is not inconsequential. It costs a lot of money. Now, it’s getting a lot cheaper, a lot more affordable. Now, you can really do it very affordable. It still costs about seven cents per gigabyte when it comes to delivering that footage. If you’re delivering a 4K clip pro res, that might be one or to gigs were 10 seconds, [00:49:00] it adds up quickly. There’s a lot of overhead to something like this even though you’re just delivering digital files, because video file are so big. It’s not like downloading an audio file that’s a couple of megs that just costs fractions of cents. This is like significant, 10 cents per gig basically. If you’ve got 10 terabytes or if you scale up as a platform like Storytape will, hundreds of terabytes, well now you’re spending tons of money. I’m talking 10, 20, 30, 40, 50, hundreds of thousands per month on bandwidth when you scale. That’s another reason why traditional stock footage has been so expensive.

[00:49:30] We’ve calculated that into the plans. We know the pricing matrices of how that’s all going to work out, and we’re completely set on that, and we’re good. If you want to know why traditional stock footage has been so expensive, it comes down to one, no competition, two, the royalties you have to pay out to contributors, and three, delivery cost when it comes to delivering giant video files.

With all that being said, Storytape.com launches today, Tuesday, November 14th, 2017. If you are listening to this within a week, either you’re listening to this on [00:50:00] the day that the podcast is released or before Tuesday, November 21st, 2017, we are hosting a launch discount that’s going to give you access to a forever discount on Storytape. Basically a forever discount simply means that as long as you stay subscribed, you’re going to have this discount code applied to your account. That’s kind of crazy, because when it comes to resources like this that like cost us a lot of money to deliver, a lot of the times you’ll see like 50% off your first month or 25% off your first three months. No, this is a forever discount. As long as [00:50:30] you stay subscribed, you’re going to get 10% off your entire plan forever.

All you have to do to get access to that is enter the code PCP10. Okay, PCP10. PCP for Pro Church Podcast, 10 for 10%. That code is only going to last for the launch duration. Tuesday, November 14th, 2017 to Tuesday, November 21st, 2017. This discount [00:51:00] is only being given away on the podcast. PCP10, enter that when you’re in checkout and you’ll get 10% off wherever as long as you remain subscribed to Storytape rather. You get 10% off forever using that discount code, PCP10. Again, only available for the duration of the launch. If you’re listening to this after, hey, maybe we’ll host another discount coupon code in the future, maybe not. What I can say is you’ll want to join us for the launch.

Also, if you join us in the first [00:51:30] couple of days, we’re giving away a bunch of green screen backgrounds as like a free bonus. If you’re listening to this like on Tuesday, November 14th, if you join us before Tuesday, November 16th at midnight, so in that first kind of like 48, 72 hours range, we’re going to give you these eight green screen backgrounds that we use in our video production each and every week. We’ve never given them away, but we thought it’d be a cool bonus to add in. You know, green screen backgrounds aren’t the type of footage that we’re going to have on Storytape. It’s all like cinematic real footage. We’re not adding motion graphics. At least that’s not in the plans. This is [00:52:00] really going to be the only chance to get access to those, and we’ve had these custom developed for us and our video announcements and for our talking head videos. We’re giving away those as a free bonus if you join us before Tuesday, November 16th at midnight. No, Thursday. That’s a Thursday. Thursday, November 16th at midnight.

That’s how the launch is going. Get that 105 forever discount. Get access to those free green screen backgrounds, which are really cool. All of that is happening during the launch week of Storytape. Of course if you’re listening after, I don’t even know how many clips we might [00:52:30] have now. 10,000, 20,000 depending on when you’re listening to this. Again, 1,000 new clips every single month, 4K pro res, shot in scenes, unlimited downloads, graded, ungraded.

You can probably tell how excited I am about this platform, because it’s just unlike anything that’s ever been done before and it’s one of the most exciting things, if not the most exciting thing. No, I can’t say that. I love you, Nucleus, that we’ve ever done here at Pro Church Tools Inc. it’s like your two kids, you know. I don’t have two kids. I imagine that you love them both equally. [00:53:00] Maybe you don’t. Maybe that’s just a farce that every parent makes up, but I think I love Storytape and Nucleus equally.

Enough about Storytape.com. Hopefully this case study was valuable to you. We are going to be publishing the full results of the case study on the Storytape blog, Storytape.com, down the road once we’re finished aggregating all of it. It’s quite a beast to put together. We’ve got the data run, but when it comes to actually formatting it all for a blog post, first we’ve got to build the Storytape blog, which is what we’re kind of doing after the launch is complete. You’ll see that up if you want to see the full case study [00:53:30] soon.

Hopefully this was enjoyable to you. This is Brady Shearer signing off for now. We’ll be back to our regular interview style podcast next week, but I like doing these kind of special one offs every once in a while. This case study was really something that was super special to us, and obviously the implications of it are huge. When you combine it with Storytape, it was like, “Man, we need to do a podcast all to its own on this topic,” so that’s what we did. Thanks for listening, Pro Church Nation. We love you. Head over to Storytape.com, enter that discount code, PCP10, [00:54:00] 10% forever. If you combine that with paying annually, you can suave up to 50% on your plan in the first week during this launch week, up to a 50% savings, which is cool. Enough about that. We’ll talk real soon. Love you all. Thanks again.