How To Make Social Videos Worth Watching

George B. Thomas, Hubspot and Inbound Trainer at IMPACT, joins the Social Pros Podcast to discuss how to make better, more intentional social videos.

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Full Episode Details

Creating A Bigger Impact With Better Videos

There is a reason the term “faceless corporation” carries such negative connotations. People have an innate desire to connect with other people.

The fact that social media has become such a major part of marketing is a testament to the reality that your customers want to see you. Not just your branding and your products, you. The good news is that it’s never been easier to put yourself in front of your customers with professional, yet personal videos.

It may seem like creating well-made videos is an insurmountable challenge for your business, but George B. Thomas of IMPACT has a lot to say to the contrary. Not only can you learn to be great on camera, there are tons of simple solutions to help you turn your companies videos into top-notch content.

In This Episode

  • Why being good on camera is a learned skill
  • How to balance production value with live video
  • How to develop a good presence on camera
  • Why social content doesn’t always need to lead back to your business’ website
  • Why captions are so important
  • What to do with Facebook live videos once you’re no longer “live”

Quotes From This Episode

“Getting in front of the camera and being able to edit it post or doing it live, both are going to help you become a better communicator.” — @GeorgeBThomas

“Whatever happened was supposed to happen, just continue.” — @GeorgeBThomas

People want to see you. People are hungry to actually see the human being. Click To Tweet

“Educate yourself, then you need to execute on that education.” — @GeorgeBThomas


See you next week!

Episode Transcript

Jay Baer: Hey, everybody. Welcome to Social Pros. I'm Jay Baer, founder of Convince and Convert, joined as always by my special Texas friend. He's the executive strategies of Salesforce Marketing Cloud. He's Adam Brown. Adam, we had a great show this week, didn't we?
Adam Brown: We really did. I think it was so timely. As we record this during the first week of February, Mark Zuckerberg announced kind of for the first time that actual time spent online on Facebook has dropped for a quarter. In the same note, he mentioned how important the investment they're making in both algorithmically, as well as I think from a production standpoint live video is. I think live video is one of those things where people are spending more time on Facebook Live and the like on the other platforms, Stories on Instagram, et cetera. Knowing to do Facebook Live, knowing to do live video is so important and George B Thomas is the expert, isn't he?
Jay Baer: Oh, he's such a great guy and really is so incredibly helpful. Knows everything you need to know about Facebook Live, about recorded video as well. There's all kinds of video workshop at his new company IMPACT Branding and Design, which has recently merged with The Sales Lion. George has worked with Marcus Sheridan for many years. Marcus has been on Social Pros in the past. You are all going to really, really enjoy this show. If you've got anything do to with video either now or in the future, you are going to learn a lot in this episode of Social Pros. That I can guarantee you. We'll get to George in just a second.
Just want to remind everybody that Social Pros is brought to you by Salesforce Marketing Cloud. Salesforce Marketing Cloud has a free eBook that I think you would benefit from. It's called "The Business Leaders Guide to Becoming a Social Business." It tells you how to assess your current social media team and their strengths, their weaknesses. It tells you how to track missed opportunities, tells you how to position social for success in your organization, and how to analyze the results of your social media. You can get it right now for free from Adam and his team at Salesforce. It's
That's All lower case. Show is also brought to you by my team and I at Convince and Convert Consulting. We take digital marketing, content marketing, social media marketing programs from good to great. If you want to continue to level up to make sure you are meeting the heightened expectations of your customers for what you're doing at digital, we might be able to help you. Go to and we can have a conversation about that. Also, what's cool, Adam, in this episode, one of our other sponsors, Camtasia, got a shout out. George uses Camtasia for some of his editing of his videos.
It was nice to get them mentioned, and congratulations to them. Great tool. I use it all the time myself. That was kind of a fun benefit of the episode. Real quick, don't forget every single episode of this show, 300 plus now hours of content at Every episode, all the archives, links to everything mentioned on the show. Check it out. Of course, every show is wherever you get your podcasts. You can get it all the way back now seven, eight years of Social Pros episodes. You can spend a lot of time. We're like Netflix, man.
You can just go to your iTunes or your Stitcher or whatever you're using for your podcasts, and you can go ahead and spend the next few weeks doing this. Last thing before we bring out George, this week's fan of the week is my good buddy Don Meddler. Don and I went to high school together, went to college together. Don is now a pilot for American Airlines. Even though he is not in social media, he is in aeronautics as you might suspect. He's a long-time loyal listener to the show, and so are his fantastic wonderful children. Shout out to Don. Thanks so much for being a fan. Without further ado, here is George B Thomas.
George B Thomas, video ninja. Welcome. Welcome to the Social Pros Podcast. I feel like we're only doing this halfway. You being a video guy, I feel like this is less than what you would expect. We'll do our best here with audio only. Welcome to the show.
George B Thomas: Oh, Jay and Adam, thanks for having me. I'll tell you like back in the day when I was first getting into this like content marketing game, Social Pros was one of the podcasts that I first started listening to. Whether it's on video or not, this is a little surreal.
Jay Baer: After 300 and some episodes, here you are.
George B Thomas: Yes.
Jay Baer: Now you can get out of the industry. That's it. You've made it.
George B Thomas: I can retire.
Jay Baer: You're not anywhere close to retiring because you just went through a big merger in your organization. You were with Marcus Sheridan at The Sales Lion and now you guys are part of IMPACT Branding and Design. Talk a little bit about the organization and how that's all coming together.
George B Thomas: Yeah, definitely. It's like everything in life, Jay and Adam. There are good things, there are bad things, but for the most part, this has been one of the most easy processes that I have gone through in my life. Usually when you think about mergers, it's like explosive and corrosive. This has been the polar opposite of that, but what has happened is we've gone from The Sales Lion Marcus Sheridan, George B Thomas, a few other folks, really small team, to quite a large agency where now we have different divisions. Like we've got an education division, and we've got a full service agency division, and we've got an events division.
Of course, there's new words like agile and scrum and all these things. It's like holy mackerel. This is getting a little crazy, but it's super exciting because it's a larger audience. It's more talented people. Jay and Adam, one of the things that I said on one of my Facebook Lives because I actually documented this merger process when we were in IMPACT HQ was the coolest part of this is knowing that I would no longer be the smartest guy in the room.
Jay Baer: I love that. That's the key to success. In addition to the videos that you create on behalf of yourself and the firm, you also do video marketing assessments for clients, clients trying to do better inbound marketing. When you do that, when you come in and say, "Okay. New client. I'll look at their current video," what are the three things that you look at first when you're sort of assessing their current video program?
George B Thomas: Oh yeah, definitely. That's actually really easy. The first thing we look at, the people who are in front of the camera. A lot of times this will be sales managers or sales reps or CEOs, CFOs, CMOs. It just doesn't matter. We look at those folks and we say, "Are they communicating to the way that they should and could to really put their business forward?" The second thing we look at, the production chops. Who edited this thing? Was it put together in a way that it's truly telling the story, so kind of behind the camera.
Then is what they're creating even positioned in a way to drive revenue or did somebody just say, "We should make a video. Oh, okay. Let's make a video," and it has zero to do with like actually getting them business. Those are the three main things, revenue, in front of the camera, behind the camera. That's the beginning assessment.
Jay Baer: I love it. When you talk about people being in front of the camera, is that nature or nurture? Can you, George B Thomas, video genius, can you make anybody good at this or are some people just going to be good at it?
George B Thomas: You know, I think there's both, Jay. I think that there are people who are just born with a gift. Yourself, Marcus Sheridan, Joey Coleman, Ian Altman, possibly me, I'm sure Adam, like we can just get up and we can do these things. There are other people though that have this mindset of like, "Oh, I'm just ..."
Jay Baer: They have shame. They have actual shame is their issue.
George B Thomas: Yeah. They say, "I can't do this." What's funny though, and I don't know if I would go as far out to say anybody, but I'll say like 90% of people we can nurture them into being really good because we've taken people where at the beginning of like a two hour session, they're like, "Oh, I'm just terrible on camera. When I look at myself, oh, I just want to get all crazy and like get mad at myself." During that two hour period, we teach them some techniques and we show them some things.
We let them understand why their brain is having this disconnect when they're watching themselves, and then after the two hours they're like, "Oh my gosh. I'm good on video." We're like, "Yeah, you are, so continue to do it."
Jay Baer: You also talked about behind the camera and the importance of editing and making it feel like you're meant to do this. One of the things that I personally find tricky, and I'm sure a lot of Social Pros listeners do as well in that regard, is now with the emphasis on live video and of course, Facebook has said that they are even going to over emphasize live video even when they already have, you don't have as many editing possibilities there because it is, of course, live as it says in the name. How do you align those two things, George? It's like, "Hey, we need to make the video better edited, but yet we also need to understand that a lot of video needs to be live now."
George B Thomas: Here's the thing, we are talking about kind of two different worlds even though they both start with the word video or have video in them. What we're talking about when we're doing these workshops is it's going out and we're showing people how to create educational content, useful utility, content ...
Adam Brown: Ring the bell. Ring the bell.
George B Thomas: Yeah, that they run with, but then also there is this let's do Facebook Live. Now I will say that there are actually ways that you can edit your Facebook Live. It just happens to be prerecording versus post recording. If you use something like let's say Ecamm Live or OBS, you can add graphics. You can have scenes. You just have to be able to flip from those scenes in the moment, in live. You can kind of make it a creative story or you can just get on there and you can be like, "Hey. Here's what I'm doing today and here's what I think about what I'm doing today," and interact with the audience.
Either way, getting in front of the camera and being able to edit it post or getting in front of the camera and doing it live, both of those are going to help you become a better communicator. They're going to help you build your brand whether it's personal or professional. Either way, you should be running as fast as you can to any camera that you have and do this.
Adam Brown: I want to go back, George, to something that you said about kind of that in front of the camera type of skillset. I know with a lot of the executives that I've worked with both when I worked on the agency side, as well as the corporate, we would do media training and we do video media training. We show them kind of how to do a video interview with a reporter or a journalist or something like that.
I'm curious, George, when you work with people where you know the application is going to be more of a social type of video, are there any kind of specific skills or tips that you're giving them that are different than maybe someone who's sitting down for a more traditional one-on-one video type interview?
George B Thomas: Adam, that's a great question. I'll give you a couple things that we talk about. Two of the fundamental things that we talk about immediately when we're saying, "Hey, this is how you can be good or way better in front of the camera," one of them is a principle called "Yes, and..." Right? What that is simply for people who may not have heard this is like, "Hey. Whatever happened was supposed to happen and just continue to go on," right? It's a matter of I flopped over my word. Who cares? Keep going. I meant to say HubSpot, not Hat Trick. Who cares? Keep going.
This principle of "Yes, and..." but we tie in with that that you are not allowed to stop, right? It's "Yes, and..." and you're not allowed to stop. Because what happens when most people get in front of the camera, they'll go maybe 30 seconds to a minute and they'll mess up and they'll be like, "Oh. Oh. Oh. Oh, hang on. Hang on. Let me go ahead and start over." They get a minute and a half and they mess up again, "Oh. Oh. Oh. Oh. Let me start over." They never make it all the way through the video. They'll stop three, four, seven, eights times. When with us, when we're training them, look, whatever happens, you keep going. You don't stop.
Now you make it through the video one whole time. You may mess up the three or four times, but you're allowed to do it again. It's amazing when you take that net away from people. They just realize, "Oh, I'm not allowed to stop. I got to do it. They just start to do it." "Yes, and..." and not stopping. The other thing is we teach things like posture of your body, and things called like the truth plain, and having your palms open, and actually using your hands to communicate, and showing as much of like from the waist up. So many people get on these videos and it's like their chin to their forehead. It's like back up.
People want to see you. They want to see your body language. They want to see how you're communicating. We have probably about 10 to 12 little micro tips like that that over that two hour period we're taking sales managers, sales reps, C-level folks and just giving them the micro tools to communicate in a digital space.
Jay Baer: One of the things that we talk about on the show a lot, GBT, is this concept of so much of social content is video content now. So much of effective social content is video content. You see what's happened on LinkedIn, Facebook, Twitter, Instagram, all of it now is becoming manifestly video. When you're working with clients or even your own video creation, do you think let's make a video and then how do we make that video work for Instagram for example because that's only 60 seconds, or do you say let's make an Instagram video?
George B Thomas: Great question, Jay. First of all, it's let's make an Instagram video. Before that, it's what's the big idea? What's the video that we can create that does a couple things? One, how can we show the world how human we are? Because here's the thing, the reason that video is becoming so popular, the reason that it is showing the ROI is because we've gone through this long journey of like we don't want to talk to anybody. Let's get on the internet. Let's chat. Let's share some little photos. To now like people are hungry to be able to actually see the human being, to hear the human being, to know the human being.
See, as companies, if we want to gain this thing called trust, they have to see us before we see them. They have to hear us before we hear them. They have to know us before we know them. This is how we gain trust on the internet because their BS meter can be like, "Wow. That guy, that gal, I just believe them. They're totally human." How can we make the brand more human, and how can this video drive revenue because there's no reason to make it if it's not going to drive revenue.
We're out of the stage of let's make viral videos, but then once we have the big idea, Jay, it's like okay, how do we create a video for Instagram that then can send them or get them engaged in this idea and we can take them over somewhere else to watch? How can we create a Facebook teaser? How can we have the main video possibly on YouTube or should the main video be on something like Wistia or Vidyard and live on our website because we're actually trying to navigate and get some traffic, which is fun right now, back to our website?
There's a whole bunch of strategies in there, but it is definitely creating specific for that platform because you're going to get way more ROI out if you go that direction.
Jay Baer: I'm glad you mentioned that. That was going to be my next question. This idea that historically we have, some of us, many of us, used social content especially in a B2B context, which is where you come from. We have used social content to get people back to the mothership, right? Put something. Put a bite of information out in social, and use that click or use that interest driver to get people back to the website, to the blog, to the download, to the whatever. Now the way the social algorithms have been tweaked, it almost feels like you have to pay it off in social per se.
You have to give them all the content in social, which then makes it harder to drag them back to the cave and have that deeper interaction with them. Are you seeing that and how are you combating that?
George B Thomas: Here's what funny because ... Again I tie a lot of what I've been doing historically to being human and what brands need to do to being human. While some strategies have worked for a while, and I'm going to say this, what I love about what's happening now is it's forcing us to be more human. What I mean by that is imagine if you went out to the bar and you started to talk to somebody, a guy or gal, whatever, and you got about five sentences in, and then you said, "Now hold up. Hold up. By the way, I would love to continue this conversation, but I've got to take you to my house." Like that got awkward really quick because they wanted to be at the bar. They wanted to hang out at the bar.
If you don't go to bars, maybe to church. You met them at a church. I don't care where you met them, but that's where they wanted to be. That's where they were designated in their mind that they're going to spend time and have fun. Now we're coming in and saying, "Yeah. I think there's this thing that we can help you with, but I've got to take you," like you said," Drag you back to my cave." Brands and people that can focus on I'm just going to play in the playground where they're comfortable, they're going to win at the end of the day. Sure.
It might be a little bit more of a long game, but they're going to start to know, like and trust you there because that's where they're comfortable. At some point they're going to reach out to you, trust me, it's happened with us on Facebook, on Twitter, even on LinkedIn. "Hey. I see you guys are always talking about these video workshops you do or these HubSpot intensive workshops you do. Can we talk about that?" Sure. Never once did I really say, "Hey. You've got to come back to our webpage or anywhere." I'm there for the conversation. Let's talk.
Adam Brown: It really sounds like we're kind of back to one of the kind of originating philosophies of web and internet and social strategy, fish where the fish are. Unlike when you've harvest the fishes, you take them back to the dock, you're going to need to bring out your skillet and fry that fish while you're still on the boat.
George B Thomas: Yeah. Adam, absolutely.
Adam Brown: One of the things that you've mentioned, you've already given us some incredible tips for Facebook Live and for that matter any kind of streaming type of video. Move the camera back, so it's not the forehead to chin. Extreme close up. I love that. Obviously knowing that you're doing this for a reason, you're not creating video for video's sake, that you're trying to drive some sort of business outcome. Any other kind of things that you see companies that are successfully using Facebook Live doing or mistakes that you see time and time again companies and brands are doing when they're beginning to use Facebook Live?
Without a doubt, it's the bright shiny object right now, so there are a lot of people who are going to it for that reason. What things should we be careful of when we're either beginning a new Facebook Live type of strategy or we're trying to continue it and get to that next level of success?
George B Thomas: Adam, this is a great question too. I would say this could be for Facebook Live, this could be for regular video to be honest with you what I'm going to give you, is that what I see most people and most brands the mistake they're making is it's about me, me, me, me, or if it's a company, we, we, we, we. What we can do, we, we. Anyway, it's got to be about the person. It's got to be about the people on the other side.
If I was going to go into a Facebook Live context of this, it's not getting on there and trying to do two to five minute and push a message down somebody's throat because you've got it scripted and you've got to rehearse and you've got your call to action at the end of your Facebook Live. It's about getting on and talking about that thing, but when Debbie comes on, you're like, "Hey, Debbie. It's good to see you. Debbie, I know that you're from XYZ and you're working on this. Good job. That's awesome." Knowing your audience and being able to talk to that audience and it being about them, that's where the magic happens, because everybody likes to feel special.
When you use their name, which by the way is a communication technique and I want to go in another direction here in a minute on like produced video, when you use their name, they love it. You have to engage with that audience. Make it less scripted. Make it more of a flow with them. Almost like you're doing like a workshop versus a keynote, right? If you get on a Facebook Live to do a keynote, it's not going to be as effective as you get on Facebook Live to do kind of a workshop style thing where you're engaging with an audience.
Now if I flip over real quick to like produced videos, personalizing the video, meaning being able to actually create a video that is for Norm or Bobby or Jenny, and having a thumbnail that actually has their name on it. That personalization in video is where you're going to win out. That personalization in your Facebook Live of using their name, that's when you're going to win out. It can't be this top surface, glossy, easy strategy. You've got to get down in the trenches with these people and they've got to feel like, "Oh, man. GBT knows me. That's awesome."
Jay Baer: He does know you. He loves you.
George B Thomas: I do.
Jay Baer: George B Thomas, video ninja at IMPACT Branding and Design is our guest this week on the big Social Pros Podcast. George, with so many social channels now having sound off in the stream as default, how important is it to caption your videos?
George B Thomas: Yeah, definitely. Couple things with that, Jay. For sure caption them. I would say not only just for the user, but for the platform. For instance, I would almost guarantee, but I'll say guess because there's a lot of people listening to this that are a lot smarter than I, that Google is probably reading those captions and using it for search. Facebook is probably reading those captions and using it for what they want to display because they know that Jimmy in Norfolk, Virginia loves videos on this topic that happened to have the words of your captions in it. Above and beyond that, I also think people need to realize the importance of using graphics, textual graphics, inside of the video.
If I'm sitting there watching seven reasons why I should buy this recliner, I want number one to slide in and have some texts, and maybe there's something kind of going on with that, and then it flies out and number two comes in. Because even though I can't hear the voice of what the person's saying, I'm still enjoying the experience that is being created with that text and graphics and the video base below it.
Jay Baer: I'm going to drop a plug here for our friends at Camtasia, one of the sponsors at Convince and Convert. Love those guys. What a fantastic platform for doing the exact kind of things that George is talking about.
George B Thomas: Love that tool.
Adam Brown: It is a production value. I think Jay, you may have just answered my next questions. In terms of those production values, in terms of lower thirds and graphics and making something feel polished and professional, how much am I going to have to spend? One of the greatest things about Facebook Live is I can really pull out my iPhone and I can be on Facebook within 30 seconds. Just like we said about desktop publishing, and I'm going to show my age here, back in the 1980s, just because you can do something doesn't mean you should.
Just because you have PageMaker on your Macintosh doesn't make you a desktop publisher or a graphic designer. What am I going to have to invest in to really do this right?
George B Thomas: First of all, let me stop twitching when you just talked about pulling out your cellphone and going live because immediately I was like, "Oh, please baby Jesus. Tell me that you've got a tripod and a light. Like it looks good and it's not all shaky." You can do that, but you want to be professional when you're going and doing those Facebook Lives.
Now to your original question of how much do I have to spend, here's the magical part is what we're doing with these workshops that Jay kind of talked about and alluded to at the beginning of this is we have a whole day that is production because we're not talking about how you should outsource your videos because we truly believe that about 20% should be outsourced. You might spend some money on what you're talking about, Adam, but 80% of your videos could be insourced.
When we go out and do these one or two day video workshops, we are teaching companies how to insource, how to make the talent good, how to get the marketer or the videographer good with the editing, how to actually add that additional ... What makes a burger beautiful? It's the lettuce. It's the tomato. It's the little bit of mustard. A burger's a burger. Video is video. When you start to add those lower thirds and you start to add those textual pieces, it's like the salt and pepper of your dish. It's what makes it tasty. Those parts are important.
If you're paying for it to be outsourced, yeah, it's going to cost you a little bit more to get those elements, but what we want to do is we want to show you how to do that in house and not tell you that you've got to an After Effects expert or something like that. We want to show you the easy way to get those things done to make your video pop, and you spent like a fraction of the cost to get there.
Adam Brown: I know another challenge that people have when they're thinking about starting Facebook Live is, "Oh my gosh. We've got to come up with 30 minutes of material, 40 minutes material." Like we all say in marketing, don't take five minutes to say something that should take 30 seconds. I'm curious, George, kind of what the data shows. We know just from old traditional YouTube that there's a sweet spot between like two minutes and five minutes for a produced or non-live YouTube video. What's the sweet spot for Facebook Live and the like? Is there a drop off point where viewers begin to kind of go off and do other things?
What should people be kind of focusing on in terms of number of seconds that that event goes for?
George B Thomas: Yeah, definitely. I'm going to say this upfront because it amazed me, and I may have the numbers wrong, and you may want to research this. What I'll tell you is for about the first minute to probably minute and a half, Facebook is still telling your people that you're even doing anything. Like not everybody is walking around just staring at Facebook going, "Oh. When's Jay going to go live? When's George going to go live?" That first minute, minute and a half, like you got to realize if you only had a minute and a half of content, you might not have a lot of live viewers. There's some stats out there that ...
Like 24 minutes Facebook gives you additional bump and tells more people that you are actually live. I think it's at like 48 minutes you get an additional bump, and it tells people that you're live. You get like these three bumps where if more of your audience is engaging or hasn't engaged, they let them know that you can come in. I don't necessarily think that Facebook Live has a sweet spot as far as time, but I do think that you get these known points that you know you're going to get these additional bumps.
If you're doing what would be a 20 minute webinar, but you know that you get another bump at 24 minutes, why would you not actually say, "Well, we're going to go to 30 minutes because we're going to get that secondary bump." If you are going to create 40 minutes, why wouldn't you go 50 minutes or 60 minutes because then you would get that additional bump. When I go live, I don't specifically, Adam, have a time that I'm worried about staying under or going over. I'm truly trying to do several things. One, communicate my message. Two, engage my audience. Three, give them some actionable, inspiration, motivational thing that they should be paying attention to or doing when we leave that live.
Jay Baer: I have an actual question for you about a video that I've been contemplating for quite a while now.
George B Thomas: Uh-oh.
Jay Baer: This is free consulting. The new book's coming out in October, "Talk Trigger." Daniel Lemin, my co-author, and I have been thinking about this idea of a 24 hour Facebook Live around the book launch. People come in. We ask questions. We do like dramatic readings from the book. We have guests come on. We talk about case studies. We just hype it up and we just stay on there all day, all night like the 24 hours of Le Mans, but just on Facebook. What do you think of that idea?
George B Thomas: I think that there was about a bazillion people that for about a month watched for a giraffe to give birth. I believe that you have an audience large enough in enough countries around the world that if you can deprive yourself of sleep for 24 hours to stay up and test this strategy, it's something that I would do. I would be crazy enough to test something like that just because people have shown themselves to do really strange things around live content.
Jay Baer: Yeah, if I can just get a giraffe, then all of my ...
George B Thomas: You're in.
Jay Baer: All of my problems are solved. Adam's got a couple more questions and we'll come back to me for the last two questions we ask every guests. Before Adam comes back in, I want to give you an opportunity to sort of pitch the video workshops. Tell people how they can get more from you and the folks at IMPACT Branding and Design. If folks want to attend a video workshop from you, GBT, how do they do that?
George B Thomas: Yeah, definitely. The easiest way right now because we did allude to that we went through a merger and we're moving landing pages and all that nerdy marketing stuff over, the easiest way is if you're listening to this and you're like, "Oh my gosh. I want them to be good in front of the camera and we need help behind the camera," or any of your variations, you want production, whatever, easiest way, believe it or not I'm going to do this on a podcast, simply email me, gthomas@impactbnd, that's like Bobby, Nancy, Delta, if that works, dot com. That will just kind of like streamline you straight into not really a sales funnel, but what I like to just have as conversation.
I'm not going to try to sell you the workshop. I want you to email me so we can have a conversation, and I can just simply help you figure out if it's a right fit or not.
Adam Brown: George B Thomas, to go back to something that you were talking a little bit about when you talked about captioning and search engine optimization. Because I think one of the challenges a lot of us have that want to do Facebook Live or are doing Facebook Live is that findability quotient. Making sure that people can find it certainly with live in the moment. You gave us some great statistics on kind of the bounces that Facebook will give to inform people that you're actually streaming. I'm curious what your recommendations and strategy are on what you do with that video after you've actually done it.
Is it prudent just to keep that up on Facebook Live and to make it available so people can go watch it? Should you take a copy of that and put that on YouTube, put a copy on your website and other places kind of as secondary benefits? Do you begin to detract from that idea of people wanting to watch future episodes live if you're putting it in too many different places?
George B Thomas: I love that. There's so much to unpack there. That was a great question with about 27 answers. Here's the thing, a lot of people probably don't know that with Facebook you can actually have a Facebook embed code and you can embed the Facebook video onto your website should you do that. If the content was good and it's useful, and you think that it's not just time bound to like December 26th because this thing happened, but it's like evergreen, then yeah, it should go on your website. Things that I do after I go live, I'll go back in and I'll add to my title. I'll add to my description. I'll get more focused in on keywords.
For instance, you can go right now to Facebook and search HubSpot Academy. Because I purposely put in the keyword HubSpot Academy on a Facebook Live that I was talking about, I am found for HubSpot Academy. Why does that matter? Well, because I'm a HubSpot accredited trainer. That's why it matters. I need to be in that space. The whole thing is look at your title. Look at your description. Modify those. If you want to use it somewhere else, use it somewhere else. For instance, if you use Ecamm Live or OBS or something like that, you could be going live to Facebook, and you would then have the native video that you could turn around and use it on YouTube.
A lot of people are doing this. If you look at what Owen Video and Nick Nimmins are doing, they do a Facebook Live show. I happen to have been on that show. Then they take it, do some things to it, put it on YouTube, and the show lives there as well as evergreen content. Really, Adam, the easy answer to your question was yes, yes, yes, pay attention to your title description, and yes, yes.
Adam Brown: Yeah. There's no benefit or there's no negative in taking that content once you created it. I think as you said and articulated, as long as it's good, let's put it in other places and hope that that can continue whatever marketing benefit we saw out of the first one, but also act as a promotional hook to hopefully get people to come to the next one. I can even think of making sure that when you do kind of represent that video, that you add lower thirds and things like that that say, "Make sure to tune in every Tuesday at blank for our regularly scheduled programming."
George B Thomas: Yeah, absolutely. Absolutely. Here's the thing, I want to hit on something that you just said that should be like people should just relax and take a deep breath is the fact that after you get done doing a live, you have the opportunity to say, "Do you want to post this?" Uh-oh. That was some bad jamming right there. I don't want to post this. Like cancel. Delete. Make sure it's not on the internet. It's not like it's going to be there forever. Well, I mean sort of, but anyway, nevermind. You can say I don't want to post that. I don't want it to be in my timeline.
It's not going to show up, or you can say, "Hey. I do want to post this, and I do want to pull it down, and I want to repurpose it, and I want to do all those things." Again it goes back to being useful, being a utility, being something that is evergreen that people are going to want to digest forever.
Adam Brown: George, I want to ask you one last question. I'm just blown away by your experience in the space. As you said, you've been at IMPACT and the company sort of now become IMPACT for a great part of your career. How did you get to this point? As you look at people wanting to get into this industry because as Jay and I have talked, social has become its own industry, but now these subsets of even video for social has become its own industry in its own right. Would you recommend that someone kind of focus more on making sure they get the production chops or more on the creative and maybe even strategy chops?
What was your experience and how do you recommend when you have young people come to you looking for a career advice?
George B Thomas: This is a really long story that I'm going to capsulate really small. The reason I am how I am is because when I was in high school, I was told that I would never amount to anything. I actually dropped out of high school, and then realized that that person told me a lie. I became a lifelong learner. Everyday I'm always trying to learn something new. How I got where I'm at today is I actually started learning something new everyday about this platform called HubSpot, marketing automation, inbound marketing, lead generation, lead nurturing. That ended up getting me a job with Marcus Sheridan at The Sales Lion.
I just started grinding it out and doing what I could do to do awesome things, create awesome content. What's funny is I have this information about video that we've been talking about this whole time, but I find it funny because it was actually 24 months ago that Marcus looked at me and said, "Hey, George. You know that thing you did with HubSpot?" I'm like, "Yeah?" He said, "Do that with video." I started changing all my playlists, all the channels that I was subscribed to, all the blogs that I would read, and I dove in and I just started learning everything that I could learn about video and I started ...
Here's the most important, people, I educated myself and then I would go and execute something. I would learn about Facebook Live and I would go create Facebook Lives. I had learned about Camtasia, and I'd go create videos in Camtasia. I had learned about Adobe Premiere, and I'd go play and create video in Adobe Premiere. This is what anybody that says, "How can I be successful, George," I will say to them, "You need to go educate yourself, and then you need to execute on that education, and simply rinse and repeat, rinse and repeat. Something will hit, something will stick, and you'll be able to build your brand whether it's personal or company to the level that you're trying to achieve."
Jay Baer: Man, I love it. That's so inspirational, George. Thank you for sharing that story. It is crazy. I mean you guys went from dominating text-based learning to dominating video-based. You just like flicked the switch and here you are. Congratulations. I know it wasn't easy to do that, but it has certainly worked for you and Marcus and everybody at now IMPACT Branding and Design. I'm going to ask you the two questions we've asked all 300 plus guests here on the big Social Pros Podcast, my friend. The first one you may have just answered, which is what one tip would you give somebody who wants to become a social pro?
George B Thomas: Actually I would say that, but I'm going to give you more, Jay, because I love this show. I love the audience. If I can give you one tip, and this is my actually my friend Chris Brogan talks about having three words to live by, and I have three words that I live by. I wake up in the morning, I think of these words. I go to sleep at night, I think of these words. When I'm at the airport and somebody ticks me off, I think of these three words. Sometimes I post on Facebook, "I need to remember my three words." Here's the deal, what you need to do, what will really help you become a social pro is focusing on being a happy helpful human.
Those are my three words. That's what I boil it down to. If you're happy, people want to be around you. If you're helpful, you'll be successful and significant. If you're human versus salesy or spammy or crappy, then it's a win-win situation.
Jay Baer: Man, I love it.
Adam Brown: That's so great.
Jay Baer: Print that out, ladies and gentlemen. Get a poster board. Put it on your wall. Remember what GBT told you. Happy helpful human. You'll be healthy too. The fourth H.
George B Thomas: Humble. We could make it five H's if we wanted to.
Jay Baer: We could do this all day. Last question for you, George B Thomas, video ninja, IMPACT Branding and Design, if you could do a Skype call or maybe a Facebook Live to keep it in the theme, with any living person, who would it be and why?
George B Thomas: Oh, man. This has changed so many times in my life. At one point I would have said it would have been Marcus Sheridan. At another point I would have said ...
Jay Baer: Then you started working with him. You're like, "Not anymore."
George B Thomas: Yeah. Yeah. I'm serious. Here's what's funny, at another point it was Gary Vaynerchuk. At another point it was Jay Baer. You guys have been so instrumental to like what I've been focused on doing. If I had to have a Skype or a Facebook Live with one person at this point and they're alive, you know, I would actually ... This is going to probably surprise people, but I would pick John Cena.
Jay Baer: Nice. Did not see that coming.
George B Thomas: The reason why, he spoke at Inbound last year. Absolutely blew me away. Absolutely blew me away. He controlled the audience. He had like points that were just amazing. He was super humble. It was not what I expected, and I would want to be able to dig deeper into who he is as like a true human versus what we see and hear through media.
Jay Baer: It is interesting how people who have great success in a particular industry or career, then you see them on stage and they're super good at that too. You're like, "Damn, man. It's not even fair."
George B Thomas: Well, here, I'll give you a thing of like when I realized, "Holy crap. What's going on?" He was talking in his talk about how when he was prepping to speak at Inbound, he wanted to know his audience, and so he started listening to historical Inbound speakers while playing the piano. I was like, "Wait, what?" Then in another part when they were going to go over to I think it was like Japan or Singapore or somewhere with the WWE, he was like, "So I taught myself Mongol." Then he like started speaking it on stage, and I was like, "Wait, what? What? What? What just happened?"
Jay Baer: Man, talk about lifelong learner, right? You talked about it earlier. Somebody who is a giant enormous professional wrestler and decides, "Hey. I'm going to learn Mandarin before I go to this trip." That is taking it the extra mile as you do everyday, GBT. Thank you so much for your contributions to not only this show, but of course, the education of thousands, tens of thousands, hundreds of thousands of people with your own videos, with the work you're doing at IMPACT Branding and Design. You are a good human, my friend. Thank you for being here.
George B Thomas: Thank you, Jay. Thank you, Adam. I totally appreciate it.
Jay Baer: Don't forget, email George. We'll put the link on the website as well at If you want more information on their video marketing workshops, trust me, if you're interested in getting better in front of or behind the camera, it is well worth your time and attention. GBT, I'll see you soon. Maybe San Diego. You going to be there?
George B Thomas: I'll be there.
Jay Baer: I'll see you there, brother.
George B Thomas: All right.
Jay Baer: On behalf of Adam Brown from Salesforce Marketing Cloud, I am Jay Baer, founder of Convince and Convert. Thanks so much for being here. Join us next week for another fantastic episode of your favorite. This has been Social Pros.
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