Facebook is not a good sales platform

May 18, 2011
posted by sheric

I covered this in a past entry, but more of this opinion was voiced on today’s Social Times blog. I’ve seen many new services like FlickLaunch and Dynamo Player configuring their platforms to sell on a film’s Facebook page and Warner Bros has started implementing their own Facebook movie rentals for US residents including Dark Knight, Inception, Harry Potter and the Sorcerer’s Stone, Harry Potter and the Chamber of Secrets, Yogi Bear and Life as We Know It paid for with Facebook credit or $3. I’d love to see their sales figures, but remember that a huge advertising and marketing budget was spent on these titles and they have all gone well into the DVD window and beyond. Most indie movies will not have the same kind of demand because similar marketing efforts haven’t been made .

Facebook sales will not be your biggest money maker because people do not come to Facebook to buy.

Facebook is a social platform. People come to Facebook to chat with friends, see what everyone is up to, post news about themselves. While you may have amassed a large following on Facebook, unless you are posting content of interest to your audience on your page regularly, chances are your “fans” have not been back to your page since they joined. They won’t see your fancy Welcome page or your newly constructed BUY NOW page. Most people are only reminded of you if they see your news in their news feed. The news feed is the first page everyone lands on when they go to Facebook. Sometimes they only see the Top News view, even though it is possible to change that to Most Recent, most people do not. If they haven’t visited your page in a while or commented on any of your news, your page has stopped appearing in their feed. NOTE: I am not suggesting you spend all your time shilling for your film on your Facebook page in order to stay in the news feed. A conversation with a shill is boring and a turn off.

Even though you can buy ads to drive more traffic directly to your page, it will take a significant spend to generate the number of impressions someone needs to have before they click on it. On average, an ad will be seen 5-7 times before any action is taken. Facebook is more about attracting and keeping attention that can influenced into a sale later on than it is about making a sale right now.

As the Social Times article contends, social media platforms like Facebook are the top of your sales funnel, the place where relationships and trust are built. After you have accomplished this, and it will take a while, then you can transition your audience to your own website where the sales can take place (here’s where something like Dynamo Player will work). Yet another reason to start your social media efforts and audience building WELL in advance of your finished film. This isn’t a campaign for 3 months, this is commitment for the full life cycle of your film and continues into the length of your career.

So, should you never try and sell streams on your Facebook page?

Undoubtedly there are hundreds of millions of people on Facebook and it is entirely possible that someone will try your film out if they see it’s available. If the cost to set up Facebook streaming is right (ie, low to free), you aren’t losing anything to try, but do not invest a lot in this. As DVD’s popularity continues to plummet, more and more people will be turning to online streaming rentals. Invest in having a good player on your site and spending upfront to access iTunes, Amazon, Netflix and game consoles. Spend the majority of your time and effort on your content marketing to pull you audience in, earn their trust, make them feel connected and give them viewing options.

If anyone here has implemented a Facebook sales platform for film and it has resulted in great success, let’s here about it.

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