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Clearly Able Who Is TwentyThree? Thank you. Thank you. Hello everyone. And welcome back. Video days. The annual event for everyone doing video. I'm so excited to have you guys all with me today. I'm standing in front of 23's office close to the Copenhagen lakes. So this is a lovely building you can see behind me and if you didn't happen to notice the theme, video is now and I'm so excited for this event together with all of you. So come on in and I'll show you guys around the office for a little while. Welcome so much to the hub. This is a very special part of our office because it is where we gather together for lunch. It's also where the coffee machine is located. So it's quite a popular space. It's a space where we come together for Friday bars and to host our events and it's basically the heart of our office space. Now I'm going to take you guys into the studio and you can get a little sneak peek of the setup. We have the studio. Over here which we use as our own stage when we have internal speakers that are going to be joining us and then over on this side is where we have the host stage. So this is going to be my office space for the day. I have my little tape mark right here so I know where to find myself at all times and you might be able to see a little bit of the setup in the background here and for all of you who are just joining us now. Online. Welcome so much to Video Days 2024. The annual event for everyone doing video. My name is Emilia and I work here at 23 as a head of community marketing and as a part of our marketing team on a day to day basis. For the next two days I'm so excited about being your host so that we can all come together for Video Days and we can help each other take our video games to the next level. It's actually going to be the fifth year we are bringing this event to you so we can share and learn together. We have an amazing lineup. We have eight sessions over two days with 17 speakers. So look forward to enjoying it either live here with me or watch it on demand on your own convenience. Today you can look forward to an agenda filled with how to make video the now. What to expect to video. Video and the digital transformation and how you can grow your video strategy. But that's not all. We will also be coming back with four sessions tomorrow which include a session on camera love. We have the state of video. We will feature how to work with a video agency and using video for customer engagement. So a super exciting agenda. For all of us. And I'm very happy to announce that Video Days is hosted and organized by 23. Our video tools are used by marketers at everything from growth companies and the largest enterprise companies to do video and webinars. We strive to bring to you all you need to get real with video in one integrated platform so that you can scale up to hundreds and hundreds of marketers. And I think it's a core part of our company belief that video makes this digital world that we live in more human and more real. And every year we host Video Days and Webinar Days as part of our mission to drive the field forward together. So thank you all for tuning in. I know we can't be in the same room together. But I hope that over the next two days that we can learn and come together as a community. So special thanks to all of the speakers who over the next two days will help thousands of video marketers and video producers, webinar program managers to improve their video efforts. I want to give you guys a little bit of a rundown of the platform. So you might have over to yes. I'm pointing to the right. Your chat features where you can ask questions. Please remember to use the question feature above the chat when you're asking questions to your speaker. This is a golden opportunity for you to get your questions answered directly by the speaker and creates a little bit of fun and energy for the rest of us in the room. We also have a reaction feature. So if you don't have a specific question. For the speakers. You can still participate in the engagement by sharing your favorite reaction. So let's try it out, shall we? Can you try to type into the chat which country you guys are tuning in from? And we can get a little bit of get to know each other a little bit as we get kick started off on this day. Let me see where we have. Oh, Hamburg and Sweden. Yes. I have some from Copenhagen. That's great to see. Awesome. Ooh, Germany, Lithuania. Spain. Ooh, Spain sounds good right now. Well, thank you so much to all the people all over the world who have tuned in. It's exciting to see you all. I can see that there are more comments popping up here. So thank you guys for participating. And remember to. Bye. So we'll beife you on that as well. That's great. ThatMagicScene.com. And there's an email in it. paulminnhattain.com. have themselves and to share with our team members and we will be shipping them directly to you. So remember to tune back in again on day two, session four, to see if you were the lucky winner. We also have a colleague of mine who's out in the field. We'll have a little test and see if she is ready for input. But my colleague Cecilia is currently in Sweden at an event. So let's see if she's here with us now. Checking in to Cecilia. Hi, Cecilia. Hello, Amelia. How are you doing? How are you doing? I'm doing fine. It's so nice to be here. So I am here at Malmo. So from our office, you just have to get a train at Napa Station and you're here across the bridge in a different country, different city. And I am at the conference. I need to find a place where it's a bit more quiet so we could speak. However, things down there are very hyped. There are so many people here from all over the world as well. It's been a very interesting conference. So I'll be back later with some more insights to share with you all. Great. Well, so happy to hear that you are well settled and we're very much looking forward to tuning into you right after this. But before we go back to Cecilia in Sweden at the conference, we're going to invite Thomas Mattson-Migdell, the CEO and co-founder of 23, ready to tell us how you can make video, the now. Thomas, please welcome to the screen. Thank you. Thank you. Thank you. Thank you. We are having a little bit of issues making sure that we can hear Thomas in the webinar room. So while my colleagues are making sure that his audio is all good to go, we can cut back to me. Now, we have some amazing topics that we're going to be bringing to you today. They are all based around the theme of this year, which is video is now. It's been a theme that we've been working with throughout the year and that we also have brought to you at several other occasions throughout our content. Video is now is a theme that captures a lot of angles of video and how we consume and use video. However, the now part is so important to really root video in our time and space. So. If Thomas is ready with his with his audio again, then I'm really sure I'm sure the audience is very curious about how we can make video of the now. I'm good to go. Thank you, Emilian. And welcome, everyone, from joining around the world. We're so excited here at 23 to be hosting video days for the fifth time. So this year, our big inquiry together with our users, our partners and everyone. Interested in video has been about how we make video the now. You saw the big sign on the front of our building saying video is now. And that's the inquiry that we've had together to try to figure out how do we make the video the now for the next twenty five minutes or so. I'll try to take you together through why it is so important to figure out how we make video the now and seven strategies that we have mapped out together with all of you. So the interesting thing with the with technology is that it normally goes through hype cycles as it's almost like the one of the core benefits of tech that we have hype. And that is what it is. Right. The analyst firm Gartner has the model they call the hype cycle that I'm sure all of you know. Right. And I pulled the link. This is the latest one here for you. And as you see, we're in the general generative AI for marketing sort of hype. Right. But the interesting thing when you understand hype and as somebody who's been in the tech world for more than 30 years now, you know, you start understanding the patterns of hype and cycles is that video is not even on the hype cycle chart. And that is because video is different. And that is really a fundamental challenge for all of us working with video to understand how the hype cycle works. Right. We've never seen a hype cycle for video. There's now then a little bit hype cycle about some aspects of video. But we've never seen this sort of brutal hype cycle going through that gets everyone to basically lose their minds and go crazy on something and just move ahead. crazy on something and just move ahead right and then over the years afterwards sort of catch up on it and figure out how to put it into place and whether the things were for real or not the challenge with video is that it's so profound that it's not even on here right because video is this fundamental shift paradigm shift from textual communication to video communication that we've been in about 430 odd years at this point you know it's as big as gutenberg's sort of paradigm of text and the printing press that that really changed cultural societies religion wars learning culture created abstract language away from verbal language that we're now going back to with video video is television is this profound thing that you can do time travel over time and distance i'm with you today even though i'm not physically together with you right and obviously as we know being there in person is is always the the optimal and the best but but there is so much power in in almost being there together which is what video is about and it makes it even more special when we actually are together right so video is television that we over time and distance teller we can we can have that vision of almost being there you can hear my voice body language know what outfit i'm wearing today you get a feel for what environment i'm in uh you know we're picking up all these signals on it right so fundamentally video is a paradigm um and that's really the the key you know is this deep deep paradigm shift video is also the human side of digital because the last 30 years the major innovation and video in in the internet and digitalization as we commonly more call it because the term internet is too wild um has been to remove all the human beings right before you needed to go to a shop before five o'clock to buy something and nowadays you can buy anything you want in the world not even restrained by the physical limitations of a shop at any point in time you want right or get access to all the information in the world not only when the library is open right but the innovative but the whole innovation was removing the human beings right and video is the human side of bringing all that together so we need to look at the video as this sort of fundamental driver that we have the computer and the smartphone right with the the computer basically uh we have the internet that connects all of us and then video is basically the core thing running on on the internet nowadays right because it allows us to to teleport and be in different places to enjoy different experiences as if we were there in person right and video is you know really the now because we're we're only coming into the now from the invention of film the film industry the television era the home video era with where it started being decentralized as something we could all do and we're about 20 odd years into this era where we all have the means to distribute and communicate what we record unlike the home video era where you could record a vhs tape but you couldn't really broadcast it to the world so when we look at making video the now the important thing to really realize is that there is never going to be a hype cycle in video because video is one of the core paradigm changes of our time. And we need to treat it like that. But we also need to figure out how we get a little bit of energy into it, because video is already so profound, but we don't really at all times have a vocabulary and a language to talk about it or to even realize how profound it is. So think about video like that, that it's a very profound shift that will never have a hype cycle. So you need to balance it out on your teams, in your strategies, that there's always going to be somebody that's going to, you know, you can always pick eight things from the hype cycle and go crazy on those, right? But you need to look for the profound things, just as the internet is still and digital is still the biggest deep, you know, sort of paradigm change running through the world. Video is almost up there as being as significant as that. So as I said, the last year we've been talking to a lot about, a lot of people about, how we make video the now, and I'm going to give you seven strategies on how to make video the now in your organization, create that energy, deliver that value, make that change to be video first in your organization. Some of them are simple, some of them are really tough, but they're all super concrete. So if you're up for it, let's try to give it a fast go here. The number one strategy is to get your videos into the hands of your people. So the core challenge, today is that a lot of marketing teams have thousands of videos, but they're all sitting in their 23 account or on a hard drive somewhere. And all the people that should be utilizing your video content, even perhaps re-editing or remixing, using bits of it, sharing it with customers, with potential customers, with partners, they don't really generally have access to it. They might be able to find a few of them on the website, but really enabling your team to the huge investment you already have in your video content, right? And a lot of brands and companies we see out there already spending somewhere between one and 10 million euro a year on video when you count in all the salary costs and everything else. So if you've been doing video for five to 10 years, actually deploying it out to your people has immense effect. So if you get it out there and give them a video library with your videos, it's a very simple strategy to unlock a lot of value. We recently launched the video library in 2014. It was actually free last year, and it's an extremely powerful product, yet so simple, which is what makes it powerful. You have all your videos, you can put them in folders, you people get a notification when there's a new video, and you can download them, put them on social media. You can play them in a meeting, play them in the bus, in the train, on the airplane. We even now working on giving you access on the mobile with your phone, so you can easily just text somebody or send them a message with it. We are currently seeing our eyes that are really massive on deploying your videos, on giving all your people your video, because it's such a simple thing to do with so much value that people will, some companies will literally double the value utilization of their videos on an annual basis. Number two strategy is this really, really simple one, which is about the tools, and that's about giving your team the ability to do video. So if you ask around, in your company nowadays, can you do a video meeting? All hands will go up. If you ask, can you send an email? People will laugh and say, yeah, obviously we can send an email, but he asked how many of you can record and video and send it to somebody. Our companies are still sort of behind here, right? And very few hands go up if you do it in front of a large audience. So we have this amazing genre of video called personal video. It's not brain video. It's not mass marketing video. It's not sort of video in general as we perceive it as a broadcast medium, but it's one to one or one to a few. And it's all from a personal center, right? So personal video is amazing for enabling your team to really just get going on working with video. It lets you record and edit in the browser super easily and send it to somebody, right? So, enabling and giving your team the ability to do video is a very sort of core thing about making video the now. You could even argue that some team members would say, you know, the marketing team or the IT team is behind on this one, right? And when you do it, you really foster a video first culture where you start spotting the talents in the company or you start having innovation, user innovation that somebody in one of your teams started doing a new genre of video or use video somewhere. In a customer journey to do something innovative that you can pick up on as the centralized marketing team or video team. So it's a really amazing way to really bridge the whole culture together and start having that also bottom up feel on spotting the talents, the people you want on camera in your external videos, you can pretty easily pick up if you have a lot of people doing personal video. Number three is to make your website video driven. So, and this is something that's very dear and hot to me because as somebody who's been building websites for 30 odd years, we must say that we've sort of failed the web the last 10, 15 odd years, right? If you look at social media, it's all live. Every time you load it, there's something new happening. If you load a website, it's the same as you when you check that yesterday, most likely, right? Or the week before, perhaps even the month before. If you hit a website up or hit a social media platform up, you're going to be sharing and seeing a lot of video, you know, somewhere between 60 and 80% of the content on social platforms are photos and video, right? And even all social platforms are today basically video platforms, right? There wasn't an era where they were sort of sharing platforms or text sharing photo or photo sharing platforms. But now they're all video, right? But when we look at our websites, we've simply failed to realize that, you know, the drug of social media was the others, was the was the news, the live aspects of it and the visual video based aspects of it, right? It's just more interesting. And then we're stuck still with a lot of our websites looking something like that could have been built 10 years ago or 15 years ago. We're sort of stuck in an old paradigm, right? So our core challenge to sort of take back charge and make a change and make a change. And make our platforms as interesting as the social media platforms is about getting all your videos on your website about moving your website to be a video driven or video first and really deploying all your videos there, right? And once again, most companies will have thousands of videos that they can get on there. But the tech has just been lagging behind the tools to put video on the website. Our imagination has been perhaps lagging a little bit behind putting a video section on your website very easily. So, everyone can find all your videos in one place, you know, is a best practice something everyone should be doing already today, right? Getting videos into all aspects, your footer having your five latest videos because that's what you're interested in seeing not just a random embed here and there, right? So the fundamental challenge for anyone on a web team or anyone on a video team that's working with somebody on the web team is to make those websites interesting and relevant again. So we don't just spend our time on social platforms, but, live in this beautiful, Decentral web world where we get to enjoy all the benefits and experiences of doing that. In fact, we're so committed to this that we currently have a team of design and engineering leaders on a web video tour. They're hitting up nine cities around the world meeting with customers agencies hosting workshops to explore to reignite the energy around the website and how to make it video based and live. So, I encourage you to to connect with somebody from 23 if you want to join or if you want to continue this conversation or experiment with all the great tools that are out there and also something we're working very hard developing the 23 platform to really lower the barrier to do this. Number four is to do hundreds of webinars a year. So webinars obviously, as you know, is this genre from the 90s. It was mainly used in tech companies. Often generating 30 for 40% of the engagement and the leads. It was sort of this hidden gem. It built the two largest brands built in the last 50 years, Apple and Tesla. And then COVID came and and sort of webinars exploded because it was all we had. But webinars are here to stay and they're really going deep deep deep into the organizations because webinars are fundamentally the digitalization of event marketing. The last thing the internet or digital hadn't touch was events. Because events are so fundamental. The internet made everything open and available at all times, but we are lacking that orchestration that drama that excitement about events, right? You can only get this live in the within these two days or first day at 8 o'clock or first day at lunchtime or Monday at 9 o'clock, you know, the way we think as human beings is events. Life. Is a series of events as somebody philosophical would say. So what we are seeing now is that we're going really deep into organizations deploying all the small events. Also with webinars. We mainly started on the big events, but we're also creating events out of things that were not events. I encourage all of you to try doing a weekly webinar on your website to welcome potential new customers or users of your products that are interested in your company, right? That's a way of turning the visitors to your website into something. That becomes event-driven, right? We're also seeing a lot of webinars that are going very deep into the channels into the customer relationships running customer webinars for your major customers for all their people around the world channel webinars where you run with a partner or into a channel invite only webinars that are only for 20 30 50 people. So we're seeing the sort of massive distribution of webinars across everything that could be described as an event. Even down to the level of removing the need for individual meetings and advisor, a client advisor in a big organization that has 300 customers can create a webinar that replaces the needs for for repetitive meetings, right? And makes the person able to focus on the on the more one-to-one meetings and not repeating the same stuff over and over and over. Even the meeting as an event is also an event. You can say, for 23, that means we're very committed to trying to lower, keep lowering the barrier to create incredible webinars that are like TV level production with just a few clicks in the browser and on the other side still making it the best sort of environment for creating very high-end webinars with all the gear and high-end stuff. You can lube in when you really need to do this, but really enabling you to do hundreds of webinars and content reuse and how the webinars also fosters a, a video culture overall in the company. Number five strategy to make video the now is to get your video tool and obviously the cavities here. We are tool makers, but but I'm giving you this one because it is simply video is simply the only area where tools are not widely deployed. You wouldn't use a spreadsheet for your CRM system or you wouldn't use a spreadsheet for your accounting system. There are a lot of other categories where the idea, that you were not using tools would be laughed at, right? If we look at the at marketing spend in general, 26 .6% of the marketing budget goes to the marketing technology tools, the matic tools as the as the phrase is right according to Gartner's latest CMO spend survey, right? But when we look at video, we're seeing a one to two percent spend on the video budget on tools. So there's a massive gap here, which means that the investment you have in video is not really being utilized properly because you don't have the tools to give the videos to all your team members to allow them all to record videos to reuse your videos in terms of workflows. When you've had a webinar, you can take the highlights and give them to your team, put them on social media, put them on your website with a few clicks, but you don't really do that because you don't have the proper tools to do it. Then it becomes manual process, take 10 hours, then you don't do it. So there are a lot of these fundamental aspects where we're seeing incredible RI on upping your tools up to be sort of at a basic level, even you can argue, right? And also the humbleness is there, right? When you talk to everyone, everyone rates their maturity on everything digital somewhere between 60 and 80% your SEO, your website, your marketing automation. But when we talk video, we're all very humble. Even the best people in the world that we get to work with, would rate themselves between 20 and 30% on maturity, right? And a lot of that comes down to the tools. So you need to be properly tooled. I mean, we would always love to work with you at the 23 and upgrade you, but you know, no matter what, just use video tools out there instead of thinking that video should be the only category in the world where tools are not relevant in the tools. We've seen a lot of development recently 2021. We reach sort of full feature parity. On having all the components for video in one platform and put it into one in 2023 as the first player in the world. We're now this race together with our tour, dear American competitors as the only ones in the world that have a full product offering with all the synergy that starts working between the different tools. So we're doing our part of trying to mature the tool category because obviously also there you can argue perhaps we were a little bit behind there because there hasn't been a lot of investment. In it and the best practice of having one tool that can do anything for an area was not there yet. So that's what we're doing from from our side. For strategy numbers. Number six. I want to talk a little bit about agencies because that's a big part of working more than almost 30 years ago. I launched one of the first digital agencies in the world. We were some young very young people and two months later. We were building Legos first website and the rest is history. And so digital agencies is something we have a lot of respect for here at 23 years. These catalysts of change agencies of catalysts of change because agency is amazing because they get to see a lot of different things in organization. They work with hundreds of customers every year. So they're literally sort of cross pollinators of knowledge and best practice and inspiration and insight that they can take from different customers. Obviously not competitors, but you know from different areas and and and at Bridge across and cross pollinate. Right? So they're very fundamental to how change happens to how ideas spread for how we mature on digital when we look at video. There's so much to doing video greatly the content you need produced. Obviously, that's the probably the classic one you would look at from from a video agency, right? You need to do event production. You need to have the studios and the gear to do video in your company. In-house, you need to do the whole web part of it. You need to promote the content do trailers for the content. You need to enable your team. You need to have a video team and recruit them and you need the tools in the software in the end, right? And the challenge has been that we've seen sort of a constraint on the idea of video production that people come to an agency because they want some videos produced. But the eight things I just showed you there was only one of those eight things that were about producing videos, right? So this year we've seen a real movement on the video. Video agency category of these agencies moving from a production mindset to being strategic collaborators for clients. We've open sourced this video agency model that we built together with some of the best video agencies in the world. The free pillars of a video agency is the creative production the strategy and the enablement and it's really the magic of these free components that gets it. You know to work together right just as the digital agency was design technology and business right those three things combined into one meant that these agents could move and system integrate and move very fast. So the video agency is really coming together in 2024 and I encourage you to be working with one even if you have amazing in-house resources. The video agency will be able to add a lot new formats new strategies. Educating your team on producing video. Best practice data results. They see from other companies even just advising spending half a day with them once a month to go through your efforts and your strategies and your plans for the next month, right? Working within video agents issues should be really be essential right but also for video agencies to step up to the challenge and actually serve the customers true needs right because there's also been a gap there. What we see on the video agents is also this fundamental shift from buying. Some videos in a project to being on retainers so that you have long-lasting relationships and we work with a lot of video agencies to say oh the customers don't want to buy that and the customer says or the video agents don't want to provide it. So I really encourage both sides to come together and figure out how to sign a 12-month contract or a 24-month contract to be on a journey together. So you're not buying a specific thing but you're buying the journey to transfer the to transform and video. 23 we get to work with 85 plus of the of the greatest video agencies in the world. We have a whole resource on how to build a video agency and the video agents and model on our website encourage you to take a look if you want and if you need help finding a great video agency in your country. We're happy to refer you to some of the best so upping the maturity on the agency side is really essential to making videos and now the last thing the last strategy is the tough one. But also the most important one because it's about your people. It's about your organization how to make your video organization to change makers. So historically in digital we've had these incredible change makers roles that were not necessarily at first seen as being change maker roles or super strategic in the 90s. It was called the webmaster the one that ran the website, but the person was sort of also doing business strategy transformation and and leading the company and on a whole new. Path a lot of them eventually became senior managers and even a lot of them became CEOs and years later in the zeros. We had the head of digital in the tens. We had the social media manager that at least for a limited amount of time where a real game changer role of being the one that was trusted to have an open conversation on behalf of the company and really manage relationships for the company. Also a lot of those that came into these roles very quickly became change makers in the company and in the 20s here. We're really seeing the video. Role's being the change makers, but I encourage you in your company to think about them as change makers hire them as change makers make them change makers instead of just seeing them as execution because that's really when they are the best and they are creating change the video marketer on your marketing team is a call change agent and putting all it all together. Right? The video producer is probably one of the most classic change makers, right? We hear stories about the. Cognizant. Leaks and the company that doesn't understand why the video of juices sitting having lunch with the CEO. That's because the video producer is the one driving change is the one that makes gets the story across. It's the one that encourage the CEO to tell new stories on video. It's literally the one that's going to Mike up the CEO and get the person to be comfortable on camera, right? It's a very intimate relationship. So the video producer is this ultimate sort of change makers and we see a lot of them even now starting to have, you know, creative. The director titles or being sort of more general leaders and the companies already, right? And we have the webinar program manager also as a call change danger, right? Because it's about being on camera yourself often, but it's also about working with the rest of the team of deploying webinar formats and teaching them how to do succeed with webinars. How to do webinars. It's really working with your organization, right? So I encourage you to think about these change makers if you have them on your team. Already, how do you enable them even more right? And if you don't have them or you have a lot of people that you see as production only, I encourage you to hire somebody that you really go on a journey with, right? Because video is this fundamental change and the more we see it as change and as the last bit of digital transformation where there's a lot left the more we can we can get to that video is now. So to sum up seven strategies on how to make the video. The now in a world where video is so such a deep challenge such a deep paradigm change that we need to give it a little bit more energy on making it the now right get your videos into the hands of your people. Just take all the content you already have and give it to the people very simple strategy. Number two, give your team the ability to do video make sure they are enabled to communicate by video to leapfrog them forward on on being able to to communicate on those touch points. Number three. Direct your website and make it video driven start by just deploying all your video content and start figuring out how this website becomes live and engaging. We're currently working on for example live webinars on your front page so that you know, if you have a white live webinar that the whole front page is a is that webinar right? You know very simple thing that makes it more engaging do hundreds of webinars a year get webinars deeply integrated into your organization to get that digital scale out of your human touch points. Make sure your video is tool because you see incredible our eye on actually using the tools for some of these strategies, right? We often see when we're doing the business cases 2 to 10 X our eye on the investment. You're already are doing in your video already not what you should be doing as some video change makers would would argue for and number six find a video agency to partner with right? Even if you think you figure it all out work with the video agency as your backup to make sure that you validate that you go figure it all right? Because. Probably they see a lot of things across their hundreds of customers that you could really benefit from and number seven make your video organization to change makers to leave you. I'll give you one little number that always for video change maker is is a great asset. The minute you start really being tooled. You also know what percentage of your of your engagement that is video based and what we see with most of our customers at 23. Is. That it's already above 50% often. It's even a lot higher than that. So that's an incredible number. So you want to focus as a video change maker on knowing your numbers some video producers goes into the CMO CMO the next day and say I need half the budget or even more right? You can obviously debate that but but the conversation is the conversation you want to be having right? You want to be making sure you're attributing you're showing the value of everything you're doing. Because. Video is already profound is already basically the core communication method in your organization. We just don't have a vocabulary or the data to show it. So that was a little bit on the patterns. We've been seeing this year so far on making video the now I encourage all of you to continue the conversation because we're all learning growing and developing this field together. So thank you for tuning into video days 2024 and have a great video. Thank you very much. Thomas for giving us your insights. I'm going to have a quick check in with my team here to see if there's any questions from the audience that we could pull up on the screen here. Yes, there looks like there is a few. Let's see. So how about we start with? Yes. So Simon is asking. Can we pull a question assignments question up please? Thank you. How can you make your team aware of the urgency of video because there's no doubt that it is urgent and video is now the how do you really deliver that message to your team as as a leader or as a change maker? That's a good question Simon. I think we already covered a lot of ground here for how to do it, right? I think the data that I shared with you. In the end is is some of the most profound right? So really work on I think moving your team's understanding of what video really is right get them to understand that it's a paradigm shift and that's why it's not a hype cycle, right? Which actually makes it even more profound right start calculating how much we're already spending on video, right? If you have two people on video on your team and they're also utilizing five percent of a hundred people's time, then we have seven salaries. We're spending on video. And we're also using some external production. Then you should be fairly quickly be able to sort of put together a rough sort of what are we actually spending on on video? That's also a challenge that video is already so mature and and and decentralized into the fabric of an organization that there is not a centralized budget. So there's actually often a little bit of homework and trying to figure out what are we actually spending here? We even see some companies where it's the first time ever when they upgrade to 23 that they upload all their videos into one place. That's the time where they realize wow, we did 1200 videos the last 12 months. We didn't know because it was all the different business units that were doing the video and we didn't even know that they were doing video over there. So really orchestrating it. So I think it's it's just as video is a is a slow and fundamental change. It is a slow and fundamental journey. You need to be on but keep, you know, poking the bear a little bit every month with new data with new insights with new perspectives feel free to use all the content. The info we shared with you here today and really keep moving forward on making those wins right deploying your videos enabling a team not the whole company to begin with but find the change maker somewhere. We have 50 people, you know, sales team customer team partner team that wants to do personal video, you know, move move with the energy, right? You don't want to move with the move with the hitting against the wall. You want to move in the spot where the weather. Where the. Potential is and where things can start moving quickly, right? Thank you for answering the question. I think that gives a little bit of meat on the bone on how you can approach, you know, pushing this video power of video through in an organization. We might have time for just one more question and I see. David us. Let's get the question up on screen. I meant the other one to meet us is very, very active. Sorry. We don't have time to answer them all but he is asking. He has a question on making the websites video-driven. So one thing that he's having a bunch of talk around is like talking head and showcase videos. But what are what would you recommend? Do you have any favorite tips or tricks on videos that generate lead or work as content on the website to kind of drive that most most highest engagement? Do you have any good tips on how you can display or how you can use, you know, video on the web if you really want to get to that engagement level? I think it's a it's a really good question the videos but I'll give you the challenge that that perhaps the sometimes asking that specific question. Can become almost the problem in itself. Let me tell you why in video historically, we've always had these sort of norms right that we were trying to escape the idea of of the video as a 30-second ad because it was advertising right then we move to content marketing. We're now almost sort of that. That is how we operate these days webinars. Obviously is also longhand content Etc. Right? But the challenge is video is understanding that it's fundamental. Which means there. Are no general rules. So for your question, I would say that the maturity is not really there and even understanding on a website. A lot of these strategies on on, you know, your top level content, your attention, your short, your high produce videos versus those 545 minute videos on a very technical product where somebody is going to make a big buying decision, right? Or that webinar that people on average is going to join 42 minutes to engage with your company. So we need to. Watch out for those general rules, right? You'll see our latest state of video report tomorrow at video days and it actually has a little bit of a scary number that we still have a huge bias towards videos that are 0 to 2 minutes long as opposed to having that sort of full funnel perspective on video. What video is right? So I think I would encourage you to think about going back to the idea that the video is so fundamental that video is not a genre. But as you say, you know, there's a there's an engagement genre. There's a lead conversion genre. There's a there's different levels of depth also on where you want to be investing in the quality of the content or the production of it. And remember sometimes but you know quality production is not, you know, the value is that you have a specialist talking 45 minutes of your product and there is no way else to get that content right? That's of immense value. It might be that you didn't reshoot it 48 times and you didn't spend a hundred thousand euro doing that video. You probably just had somebody sitting with some slides and around the table. And it was a you know, I want to take you know, that cost a hundred euro to do or you know, whatever the the salary cost of and process cost of doing it is right. So watch out for those general rules and you'll see some more data in our state of video report tomorrow on it that I would encourage you to take a look at because it's a really interesting challenge of putting putting it all together. Thank you so much Thomas. I think that's all the time we had for Thomas. To answer questions. So thank you so much for joining us for the first session and getting us kick-started for today's program. As you guys might remember I have my field reporter Cecilia out in the field exploring the market. She's currently in Sweden and we're going to do a little test and see if I can tune in with her. So Cecilia if you are ready, I would love to welcome you to the screen. Hi. Hello. We are ready and I brought a visitor. Hello, please introduce you guys yourself to the audience. I'm going to leave it to you. So I'm interested to hear what you have to say and I hope you guys are both enjoying the conference but over to you Cecilia. Take it away. Thank you. Thank you Amelia. Well, so the theme of this year's video days is video is now. Right and Thomas started introducing his talk with a historical background and also showing the hype cycle of technology. So for that I brought Gustavo who is a temporalist to keep on the subject. So please Gustavo if you can introduce yourself. Hello everyone. My work is focused on temporality research. I research people's relationship with time in different cultures, how different languages and different technologies can influence culture and society in many different ways. And I am also presenting here during the conference. I'm from the Amazon rainforest. I live in Amsterdam where I work in different organizations, brands, governments, profit. Amazing and I see that. Can you hear us? Well, I will try. Okay, let's see if you can hear us better now. Yes, I believe that will that will fix it. Okay. So thank you for introducing yourself to our audience and here at the conference. We had two days of meetings. So the first day was the oh shit where we realize where where we are in our current setting is with work and society and the second days is the now what so what can we do with the reality that we are facing? Right now? So Gustavo you have been working with huge brands like Google Netflix Spotify and in that moment of the now what what can we do with the situation that we are at? What is the importance of brands and companies to reflect about time? I mean, what are the learnings that they can get and apply to their work? So time is the way that we measure changes the way that we perceive what is changing individually. And in the society. So in a time of accelerated technological change that is also leading to acceleration of social change and that also speeds up our lifestyle. It is important to think of how can we bring back people to presence in the present? So in the theme of how can we be in the now it is also important to see how in this society to have many brands and organizations that are focused on. The next the new and in the process we don't reflect with depth about the current social echo political context of the world right now. So my invitation is always to how can we understand the ideas the beliefs that are shaping the society today and where they come from? Usually when we are thinking about the future we ignore all the threads that are building the story that brings us until today. The present moment and we have many learnings that can also support our work in a culture in the category that we are work in the community that we are part and also internally inside of this companies because we all also part of the society. So it's important to think also of the journey of these people that are connected bringing the solutions to us. Yes, absolutely. Thank you for that. And when something that you said was super interesting in your. Yesterday is that technology such as video is not the problem nor the solution and I understand that this is because we need to use technology as a tool associated with different purposes. So my question to you is could you expand a little bit on that idea and share how companies can ensure they're using technology just like video in a way that truly serves their strategic goals. Well, try to rephrase that in another way. What advice would you give to businesses looking to strike the balance between embracing innovation and staying grounded with their mission? This is a challenge but it is also where it lies the big opportunity the sentence about technology not being the problem nor the solution as this way was stated by Helga Schmitz. To think not in try to create this Utopia this perfect place, but rather to try to understand how can we reach this context that we can have a better relationship with each other with the tools that we are using with the people that we are connected with. So, how can we create a better relationship in the time that we are living instead of trying to reach this impossible place? And on that my way and my suggestion is always to think about how. we can build bridges to get closer the essence to the expressions that we are creating. So if the essence of these institutions are connected to put people together, support, connect with the now. OK, how this manifests practically? We usually think as organizations in these questions about the why, the how and the what. But usually we don't go in the questions of, OK, but actually how and so what? Like, how how can I really go to the practical aspects of these things? How can I go beyond the narrative and understand that if I want to build this vision, I need to start to build building blocks in the present towards this future. Right. So it is important to think of how these different technologies, they are tools and not the agents. Today we are. Calling the today we are calling video or AI more as agents that are creating the solutions, but rather they are the tools and we are the agents. So it's important to keep using the tools to support the creativity of the human collective. And how can we use that in favor of our organizations and of the society at all? Amazing. And nowadays we have the chance to use great tools to that. And the best. Tools we have, then the best changes we can do in society. Right. Exactly. Important to think of how in a context of so many different tools, how we can use technology to still enable humans to thrive. Amazing. Thank you so much, Gustavo. It's been a great talk and it's been amazing meeting you. Yes, thank you very much. Thank you. Go back from the studio. From the studio. Thank you so much, both Cecilia and Gustavo, for joining us. That was really insightful. And I completely agree that we can take all the tools in the world to build our own toolbox, but at the end of the day to be able to enable the humans that are behind them. Thank you so much for participating. It's been great having you both. I'm going to let you guys go back to the event so you can mingle and explore and least of all, maybe learn something new. Thank you so much for tuning in. Now, before we round off this session, I have one last invitation. We want to present to you the latest and the greatest on how and where video tooling is nowadays. As Thomas mentioned, at 23, we are toolmakers at heart, and we are super excited to share what we have been working on with all of you. So please welcome our very own software engineer, Ugna. Hi. Hopefully you can hear me well from the studio. Yes, definitely. Awesome. Just take it away, Ugna. Yes. Well, I'll be happy to talk a bit about the amazing stuff that we're building here at 23. As everybody probably knows, in the recent years, there's been a massive shift in the video industry and with hosting platforms like YouTube really no longer being optimal for hosting branded video content. But of course, on the other side of that, you had the lengthy, uncomplicated task of setting up your own website. And here at 23, these problems have really inspired us to pioneer a way for a new video platform that really satiates the needs of a modern and efficient marketeer. So, let me show you around, and hopefully we can inspire you to really unleash the full potential of your video. I shall share my screen right now. And hopefully it's up. Okay. Awesome. So, this is the amazing dashboard we have for our product. Let me just search up a specific video that we could work with for today. All right. And we have it right here. As you probably know, it all begins by customizing your video. And we've made it really easy with tools like automated transcriptions, as you can see here. With over 70 languages, by the way. Inbuilt. Inbuilt collector forms. And really so much more. Also, the fastest video player that comes with a plethora of customization options. Making sure your video stands out is great and all. But what about your branded video page? We made sure that setting up your site is really a walk in the park with our video section functionality. Here is an example of what a fully branded video page could look like with brand colors, logo, player, and display options. So, as you can see, really neat here. And speaking of display options, it's really more important than ever to make sure that your video is flexible in the way that it is displayed. In the past, if you wanted to put your video on any website, what you would have to do is go to the website. What you would have to do is go and copy and embed code and then go place that in your CMS system. And, of course, you would have to do that every time. Which, if you're not technical, can be kind of a daunting task and quite anxiety ridden. And trust me, we've all been there. But here at 23, we really believe that it really shouldn't be more complicated than just doing it once and clicking a button. And this is exactly why we created 23 spots. Let me just quickly show you an example of a spot. Here you can see, once again, a branded video page. And here, an embedded video. And this is an example of a spot. Let's say now we want to switch this video out for something else. We've made it as simple as clicking a button. That will allow you to select a video. You can select a totally new video from your video marketing platform. And then, of course, display it. And it's really as simple as that. And with spots, it's important to note that there are so many display options. Really anything you could ever want to fully customize how your brand looks and feels in terms of video. And switching out the content is really easy. And it's smooth sailing, as I just showed you before. This is an example of how another display of spots could look like. So as you can see, really neat, really seamless. And one more thing that I'd like to show you today is arguably one of the most important things about one's marketeer journey. And that's, of course, evaluating how your content is doing. That is something you can do in our video analytics tab. With metrics like impressions, plays, conversions, and really so much more. Anything that you could want to evaluate how your content is doing. And to really investigate the behavior of your audience, another very important point. You can go to video attribution. And here you'll be able to see the viewing habits of all of your viewers. Also their engagement level. And anything relevant like that. So that was the end of my demo. I would like to say to round things off that here at 23, we really believe that video is now. And of course, we really believe now more than ever, we're confident that we have a product to really elevate your video journey and transform it. So if you're interested in getting started with us or getting to know more about any of these features presented today. I will urge you to reach out to specialists at 23.com. And I'm sure my team will make it nice and accessible for you to reach out to us. So thank you so much for watching. And back to you, Amelia. Thank you, Ugna. Now I hope you guys have all enjoyed our very first session for Video Days 2024. The second session started a minute ago at 2 p.m. So I will hop over there and I will see you all then shortly. We will be going forward. We will be going forward with shift to video. And if you want to just stay in the webinar room and you will be automatically directed. See you there. See you there. See you there.
