Scaling Your Video Efforts

Hello and welcome back to VideoDays2025! Thank you for taking the time out of a busy December month to join us and gather all those tips and tricks to make sure that you are ready to really take your video game to the next level for 2026. You might notice my special little package next to me. You might recognize it from yesterday as well. I just want to let you guys know that in here we have a very special holiday gift which is a discount code to TwentyThree Summit 2026 happening on May 28th and 29th. So use this discount code and you can secure your ticket for only 99 euros. It's a great Christmas gift to share with a friend or a colleague who you think can benefit. So keep that special in mind. Next up, we're so excited to bring you this session because it is all about scaling your video efforts. And we are here to learn exactly how the leading brands are building video strategies that are scalable in 2026 but without sacrificing that quality or creativity. So for this session, Story Kit will break down kind of their own story. We're going to take a look at their approach and share some very actionable tips to help craft a video strategy that will drive the impact, it will drive the engagement, it will drive audience, but also maintains that very high production standard. And to do so, we have none other than Yana Ekman, Marketing Director at Story Kit. So please welcome her to the screen. Hello, Yana. How are you doing? Hi, I'm good. I'm good. It's very different. It's very dark outside, but it's lighter inside. Exactly. I'm trying to ignore the winter months with all of my bright studio lights to try to give me that uplifted feeling. I can see you guys are also getting ready for, at least you look very festive in your nice Christmas sweater. Is that intended or? I almost brought the Christmas tree in, but I thought that was a bit much. But now I saw your gifts and I was like, I should have done that. Yes, I had my very nice video producer even gave me a very special Christmas mug for my coffee. So I feel extra cheerful today. But the digital stage is all yours, Yana. And we can't wait to hear the tips and tricks from Story Kit. So whenever you are ready, just take it away. And the mic is yours. I will. So I'll share. I think we can see it now. Yeah. So hi, everyone who is out there. I don't really know who, but I think there's a lot of good people out there thinking about how to scale any effort next year because we know we're in the era of AI and we all know that we need to do more with less. So that's what I'm going to talk to you about today. But first of all, what's Story Kit for whoever who has never heard of us? We are the leading video automation platform. We distribute your content at scale in the format that audiences actually consume, which we all know is video. A very, very simple way of telling how we work is that you put in your content, whatever it is, and we give you video. And then there's a lot to say about that. But that's not what we're here today. And who am I? Well, I'm the communications director at Story Kit or the marketing director, whatever. I am. I saw. I think you've all seen the article that's been shared all over LinkedIn that companies today want to hire storytellers, which is quite funny because I have actually had the word storyteller in my LinkedIn profile forever. And it's it has felt so corny. And now all of a sudden I'm very trendy. But my background is in journalism. So I know that a good story is a good story wherever it comes from. It can be a small story. It can be a huge story. But stories are what matters. Yeah. If you want to follow my efforts on LinkedIn, just follow that little QR code that I hope is working. So what's the challenge today? I think we all know it, but let's repeat it. So this is a this is a quote from LinkedIn. Actually, they call it the attention crisis. And they have they are saying that the data shows them that 81 percent of B2B ads fail to gain attention. And these are ads. These are the content pieces that we are actually setting our money behind the ones that we are paying to get attention for. So how does it look for organic content? I don't even want to know. But one thing is for sure, it's really, really hard to get attention today. So how do we solve that? Well, there are two things that we can do. The first thing is to publish consistently and frequently. And the second part is to use video. And I'm going to talk mostly about organic efforts. And I'm, of course, going to talk a lot about video. But we also all know that the algorithms and whatever we do online, it pretty much matters for whatever you do. If it's text or if it's images or if it's paid or if it's organic, you are still playing with the same tools. So the first thing, the publish consistently and frequently thingy. Why is it so important to actually publish consistently? I mean, I've heard really nasty stories about people coming up to me and going like, my boss tells me that I can only publish on LinkedIn once a week because they're so afraid of overwhelming the audience. And this is these are numbers that show us that this is really not true. So Buffer released this thing, this article last a couple of months ago, which was so on point because they have found that. They have built this data on two million data posts and two million plus posts on LinkedIn. And they can see that the average reach and the average engagement per post builds when you publish more. And do you have to publish like a couple of hundred times a day or is a couple of times a week enough? Well, they say that moving from one post a week to two or five is like flipping a switch. So it doesn't need to be like a crazy amount of posts, but just increasing. My CEO often says that the only advice that he can give to a company when they ask him, what should we do to increase our ROI on social? It's like post more. He doesn't even care how much you post today, because if you double that, you will double your results. It's just math. So we really need to be. Frequent, consistent on social media. Why is this? Well, this this is how social platforms work. We do know that that if you're out of sight on the social platforms, you are out of mind. And one thing to look at it is think of your favorite influencer. It could be anyone on LinkedIn or Facebook or on TikTok. If they suddenly disappear for a week, you would probably not even notice. And especially for brands, if you like a brand and follow a brand, if you don't see them for a week or two, you wouldn't even think of it until they come back and say like, oh, sorry, we were gone for two weeks. And you would be like, oh, I didn't notice because you don't seek them up. They just come to you. So if you're out of sight, you're out of mind. This means that you need to be there frequently. Also, the algorithm is built upon quantity. As soon as you publish more, the algorithm will have more to see. Who are we going to show this content to? Who engages with this content? Well, the more data they get on how to build your presence online, the more they will do for you. Another thing which marketers don't really like to hear is that quantity is actually the foundation of quality online. How so? Because you don't know what quality is until you've tried and tried a thousand times because you can do the perfect video or you can do the perfect video. Or the perfect post or the perfect image or the perfect carousel. But no one liked it. If you spend too much time trying to craft from your head what is the perfect thing, you will always fail. You have to put stuff out there and look at the data and the signals, what works, what doesn't work. And then you have to pick that up and build on that. So this seemed to work. Well, let's do more of that and let's do more of this. And the only thing to know what quality is is quantity. To know what quality is for your audience is to just post a shitload of stuff out there. Also online, we have the compounding effect. So I've heard people say like, it doesn't matter how much I post. I still just get 150 impressions on my company profile when I post. Yeah. And if you post 10 of those posts, you will get a thousand impressions. And if you post twice that amount, you will get. And you always see that compounding effect. So that little post that got some engagement and some comments or some whatever, it will compound and it will build. And that's what we're there for. We're not there to put out one thing and just blow the whole world away. We're there for the compounding effect and showing ourselves to the world and tell them about us all the time. Sounds boring, but it is true. What about video? Why is video so important in this? We've heard people talk about video for 10, I don't know, 15 years. And it's so trendy. But the fact is that it's true. It actually drives results. We know this. And there are a bunch of numbers we could put up here that shows you that video draws results. These are just a couple. And these are pretty new ones blended with some older ones. But I love the last one that LinkedIn shared, I think, just this year. You can 5X your conversion when combining video ads with lead gen forms. So that's for ads. But we also know that if you publish video online, it will more likely be shared than any other type of content. And why is that? Because social platforms love video. Almost all platforms, regardless of how they started, have moved towards a video-first reality. And we know that YouTube, the video platform, is the second largest platform for video. And we know that video lets the audience stay on the platform. And that is something that the social platforms love. We also know it's easy to watch, share, and engage with. This is nothing strange. We know this because we do this ourselves every day. We watch video. We share video. We engage with video. And also, video is perfect for storytelling, which, as you heard, is very trendy today. And it also happens to be the platform's first platform for video. Because storytelling makes people stay. And it makes people engage in a way that nothing else do. So the social platforms love video so much that in a keynote that I heard from LinkedIn just a month ago, they showed this slide, that there is a new love language on LinkedIn. And that is video. So, yeah, video works. And by saying that, I'm not saying that everything should change. Or that you can't do anything except video. But you should definitely do video. But we have a little problem. And that is the fact that marketers are struggling. We are exhausted. Because the budgets are flat. And the expectations aren't. I did a keynote just half a year ago where I asked 400 marketers in the audience, has anyone gotten more budget this year compared to last year? And what do you think? And they said, one woman raised her hand. One out of 400 marketers. So, no, we don't get more money. But we get more expectations. We are supposed to produce and publish more and more and more. And we know that the top challenge, especially in B2B content teams, is a lack of resources. And in this big pile of work, we also know that brand governance is hard. It's really hard to make everything look and feel good. It's really hard to make everything look and feel on brand. I saw a study reporting that 81% of companies fight off-brand content. And telling the wrong stories. That's the most scary thing. When people say the wrong thing. I mean, do put my logo in purple or pink or whatever. But do not say the wrong things. Please. So how do we solve this problem? Well, for us, and with all of us, with all the tools and the things that emerges right now, there are two things we need to do. And this doesn't just go for your content creation or your video creation. But pretty much for anything. You should use what you already have. You should automate. This is how we solve this basic problem. Because think of it. You might be struggling right now with getting your social plan for 2026 done. But it is already done. Because you created it last year. If you start looking at all the things that you already have. You have written blog posts. You've done presentations. You have reports, white papers, press releases. Customer testimonials. You have so many things going on already. That are done. And just sitting there. And you might not have all of this on this little slide. But I'm betting you have a couple. And... Other things too. So if you could create your distribution plan for 2026. On the things that you've already done. Then you are going to have a heyday. Throughout 2026. And why are these things pure communication gold? I mean they're old stuff. Marketers love new things. We love to create new things. They're shiny and they're new. But the thing is. The content you have already created. Is just sitting there. Waiting to be distributed. It's already written. It's already paid for. It's approved. And it's just ready. Someone has put blood, sweat and tears and money and resources. Into that. And it has gone through all the hoops and loops. That you need to go through to get it approved. And now it's just sitting there. Hoping that someone will come to your homepage. And find your blog post. Or your report. Or whatever. And the truth is. We know that no one will. It's also 100% on brand. I was talking about saying the wrong things. Or having the wrong things out there. But these will be 100% on brand. Because you've obviously approved them. And these aren't just assets. They're the core of your company's communications. And one thing that. One of my pet peeves. Is when people say. But our company is so boring. We don't have anything to say. We need to do something else online. We need to dance. Or we need to be funny. Or we need to. But the thing is. You're there to communicate something. And I'm betting. It's what your company needs to communicate. So start with that. And make that interesting. And be that. Turn them into videos. So someone sees them. First of all. At Storikid. We swear by the 90-10 rule. And nowadays. Since I recently lost my social media manager. I would say it's a 99-1 rule. But never mind. So 90% of the content we distribute. Probably more. Comes from previously created material. We don't create new things. We use old things. And the remaining 10% of our posts. Come from other inspiration. We film something. We do something. We react to something. We find a funny meme. Or whatever you do. And this makes it possible. For us to be very few people. And still publish. And still publish daily. On multiple platforms. Without the production eating all of our time. And we can also be 100% safe. Knowing that the things we put out there. Are good. So this is the repurposing framework. That I would do. That I have done. And is doing. For my 2026 plan. Because I'm also struggling with this right now. What are we going to publish? How are we going to make this happen? With being so few people? So the first thing I did. When I started planning. Was to set my guard rails. And this is important for everything. But I'm not diving into the basics here. I'm not diving into. Who is your ICP? I'm not diving into. What do we need to communicate? Because all of that is already done. Because the content you have created. Is. I truly hope. Based on your ICP. And your customer knowledge. And the things that you're solving. And the problems you're. The solutions you have. And all of that. So I don't care about that. In my little social plan for next year. So but the guard rails. I need to set are much more practical. Like how often do I want to post? Where do I want to post? And how much of this should be repurposed? For me it's going to be a lot. But for someone else. That have more resources. Or other plans. It might not be like 90-10. It could be 50-50. Or it could just. Be a couple of posts a week. So you have a baseline. And then you want to do other stuff instead. And how much variation do you want? Do you want everything to come from blog posts? Or do you want something to be something different? Are you going to create something this year. That you want to use too? And for me the answer to these questions. Is how often do you do I want to post? Well every day. Every weekday at least. Where will I post? We do it mostly on LinkedIn. How much of this should be repurposed? As I said. Pretty much everything. And how much variation do I want? Well enough. But I'm not very worried about variation. Because I know that comes from within. The next step is to structure my content sources. And this is just a boring job that one needs to do. First I have to look at what I have. And this I know is hard for some. Because you don't even see the things that are lying there on your page. Until someone comes and points them out for you. Just let me know. But you have so many good things. So find your blog post. All the external content. The blog post. The press releases. And the webinars. And all of that. And then you probably have a lot of internal content. That you didn't even think about. That should be communicated to. It might be announcements. Or sales materials. Or your CEO is communicating something. That we could actually do something with. And then you should ask yourself three questions. Does it contain clear insights or messages? Is it still relevant? Some of this might be very, very that happened last year. Like a press release that was very here and now. Might not be useful for repurposing. But most of your stuff is. And also could it be broken into multiple smaller ideas? I would say that the answer to this question is yes. To pretty much everything. Because there are always different angles where you can see things from. And then you put it in a super simple sheet. This is the one I'm using. And you're going to get a QR code for an ebook that I've done. In the end of this. Where there's a link to this little thing that you can steal. But I mean look at it. It's so simple. You can just create whatever you want. Just what is it? How do I find it? And then when you've selected your stuff. You start creating videos. Or image posts. Or carousels. Or whatever you do. And this is where automation comes in. Because if you're going to start hand sewing every little piece. It's going to take you forever. But we have the tools laying in front of us. To actually do this automatically today. And this is an example from me. A case study that we did with a Swiss company. In a Swiss. And from that we just pulled out five videos. Or more. These are five examples. It could be something short and snappy. This is just like a couple of sayings. And all of these are made automatically. In our tool. A leading quote. It's the same quote that you can see on the screenshot over there. And then some more storytelling. We did a case trailer. We did a more in-depth video. That digs a bit deeper into it. And then the big case story that just summarizes everything. So this is from one post. From one video. From one article. Five videos that are just there. And I could pull out 15 more. I promise you. Because good content is good content. So the question for you here. When you start thinking about should I automate my video creation. Is how much automation do you want? So what tool you're going to choose. Depends on how much automation you want. Do you want to be able to do it straight from text to video? Do you want help with transcribing video clips or audio clips? Or audio recordings? Do you want to help with finding visual material or calculate time codes? Find suitable animation and apply brand guidelines? There are so many things that can be automated. That you haven't even thought of. Script writing. All the animations. Everything. And then you should choose accordingly. What you need. And what you want. And if you have a tool that allows you. The best part is when you can get stuff automated. And then you can also go into the tool and adapt. Because things that come out of the tool aren't always perfect. Then there's just a couple more steps. You have your videos. Or your output. Whatever it is. Then you fill your distribution plan. Wow. Am I a genius? But this is where I think many people fall apart. Because they think that they need super unique content every day. And in this case you can do that. You can do like Monday a key takeaway from one blog post. And Tuesday you have the case study. And Wednesday you have another blog post. And so forth and so on. I do it like this. I have one blog post per week. And then I do five videos from that blog post. And then the next week I go with a different blog post. And if people are getting wow. I really see the same stuff from that company a lot. Then I've succeeded. Because then they've seen me. And then they recognize me. So I don't worry about that at all. So this is two different ways that you can just do your automated content. And just fill it in your plan. And then when you've done that. You should really track what matters. And ignore the rest. When it comes to organic. We have so many ideas of what we should track. And what we should do. But I love to track these things. Posting frequency. Because I know that I need to post a lot. So how much did I post last week? Was it two? Or was it ten? It's a difference. I look at impressions. Because it's a good way of looking how that visibility compounds. I look at video completion rate. Because it's interesting to see if people actually watch those videos. And then I look at top performing content themes. Did this resonate? And I try to repeat these. If there's a blog post that resonated. I will do more videos from that one. If there's a case study that resonates. I will use it again. And so forth. What you shouldn't do. Is count those likes. People don't like videos. They just consume them. And comments. Well, they can be fun. Or AI. We don't know. You shouldn't care about click through rate. Because we aren't there to. We don't want people to leave the platform. Not when we do this. We want them to stay there. We shouldn't expect virality. It can happen. Probably. And we should not. Look into stuff that creates more. More anxiety than insight. So that's my point at least. So I try to stick to these. The things I can control. I can never control virality. For example. And that's the way I take my social media. To the next level. And I have all of this. In this little ebook. That you can just take and steal. That QR code just brings you straight to the ebook. No forms you have to fill in or something. Just go grab it. And I hope you all have a really good social media 2026. And for that I say thank you very much. And we'll hear Amelia talk. There we go. Thank you. It's always the. Being live in the tech room. And then being able to have technical difficulties. But thank you so much for sharing all those tips and tricks. I'm definitely taking notice. And I might just consider implementing some for. For our social media strategies. Just so we can really up the game. And in production. So before we dive into the Q&A. We're going to hear from Rob Scotland. So I'm going to leave you for a minute. And then we're going to come back for a Q&A. Thank you very much. And for everyone in the audience. Lean back. Get comfortable. As we hear from Rob Scotland. He is head of brand marketing and communications from VO technologies. And he is going to help you guys learn. What it really takes to scale video. Across an organization. But also across your brand. So the brand perspective. And he will also bring. I think three case studies. That you're going to be demonstrating. Some different scaling approaches. And strategies for really creating. Yeah impactful. But also shareable content at scale. So to learn these tips and tricks. Everyone stay tuned. And bring out your note pens. I might actually be the only one these days. Who likes to take my notes with a physical pen. Everyone else. You're very welcome to. Thank you for the support Rob. Very welcome to take digital notes as well. Rob how are you doing? I'm not too bad. I'm here in Copenhagen. Yeah I've got a bunch of post-it notes. That I've scribbled down from Jonna's talk. Which is really really cool. And I need to steal the e-book as well. So I'm going to do both. Definitely. Or making sure that we can show the QR code again. At the end of the session. Just so we can all get involved. Amazing. But the digital stage is yours Rob. So I'm excited to hear what you have in store for us today. And then we'll wrap up together with Jonna. For a little Q&A in the end. Amazing. Awesome. First of all thanks so much. I thought I'd try and do as much of this in video as possible. So we're kind of doing this tight rope. For the first time together. I'm really impressed. Which is really really cool. I'm Rob Scotland. I'm head of brand at Veo Technologies. Veo is a Danish sports tech AI firm. We work with a number of hardware and software solutions. That we supply for sports like football, rugby, basketball, lacrosse and so on. And video has really been central to what we've built as a brand. And I'm going to share just a little bit of that with you. And celebrate a little bit of what we've been doing. The first point is really to understand that scaling anything mediocre isn't going to be a good plan. But scaling video is definitely a mediocre video. It's definitely a really waste of your time and your money. So where possible really try and think about that secret sauce being that you want to make content that people want to watch. And if you've seen the content so much yourself. If you still want to watch it. Then arguably somebody seeing it for the first time will still be pretty entertained to want to watch it as well. Which I think is really important. So never discount that as far as that's concerned. The Veo story. Well as I said we work in AI sports technology. The whole point is we make hardware that can, a camera that can capture games automatically. That's relatively easy to use. And is relatively cost effective. We've got products that are sold in well over a hundred countries. We've recorded so many games it's absolutely incredible to think about. And on the theme of scale we're also scaling fast as an organization. We're now over 400 people and well over 40 nationalities based here in Copenhagen. So the key thing to think about is that within that sometimes there's been a notion that the people with the most investment or the most resources will be spending. win. And I'm here to kind of challenge that notion. The brand team within VO is seven people, a mixture of journalists, digital specialists, a videographer, a project manager, and graphic design and those types of things. And our main raison d'etre is that we want to compete against the very best out there. So I've been very lucky to work both on the agency and the brand side for some really well-known global brands. And I always tell the team that I love it when I get a DM or a text from somebody saying, I really love that piece of work you did. And so that's a really good feeling. The key thing is now I think smaller equals smarter. Because what tends to happen is in larger organizations, things can get stuck behind budget, sign-offs, those types of things. So in a smaller, more nimblest setup, you're able to take a lot more risk. You're able to be agile, just as Yonah mentioned. And with that, I think comes a lot of benefits. But within that, the key thing is what we're focused on quite a lot is not to make lots, but to make less, but make it matter. And I was really inspired by what Yonah talked about of less meaning one really cool piece of content that I release on a Monday. But I talk about those key points for the rest of the week from that perspective. I think that's really, really cool. Now, for anybody who's probably sat there thinking, yeah, but they're not too sure, am I right in what I'm saying? This year, we've seen incredible results. The proof as far as that's concerned is we've just come back from the US where we won a gold and a silver, which is insane for the Clio Sports Awards. In the UK, we won the Sports Campaign of the Year. We had a campaign that did well over 102 million impressions, standards. It may not be by yours, but it is by ours. And we had a campaign that created an award that generated over 300,000 votes. What I love about this is that all of this has come from the same team I mentioned before, a really lean, focused team, but consistently focused on doing things with great quality, especially from a video perspective, and punching above our weight consistently. So let's show three quick cases of what we've learned, especially in my time here over the last five years. They're three very different approaches to scale. But what I want you to keep in mind is that we don't have an abundance of budget. We don't have an abundance of resources. So we've had to become lean and mean, as I've called it here. But the results speak for themselves. The first one is a campaign where, and actually, I'm using the wrong term myself. It's not a campaign. It's a platform. But it's something that started as a smart idea. And it's a way for us to create an award, to find the best goal scored by a nonprofessional player using our technology. And we're in our fourth year now. And it's gone absolutely crazy since. It's now the platform that's generated over 300,000 votes last year. We got over 100 million impressions on social media. And all of this came from this piece of work you're looking at now. It's pretty much been made by one person over three weeks, for less than a year. than 15,000 euro and out of that came all of the awards and everything that we're talking about where video sits centrally and it's a lot of what Yonah was talking about as well is that video is incredibly dynamic it's incredibly effective for sharing and making you want to enjoy something but also look good when you share too. This next one is actually really interesting because we made this short documentary almost four years ago now. Three of us visited Wales to visit the the world-class referee, rugby referee Nigel Owens and we had a couple of days we had a small amount of equipment and we made a documentary about his love for this small town and what was really interesting is that we fell in love with this small mining town in Wales where they have love affair with rugby and it's this small village team that love rugby as you can see he's on his farm and so on and so forth but out of that came this amazing piece of content that stirs up a super amount of emotions. The fantastic thing about this is we made this four years ago we still use clips from this film now so the whole point is to make work that's so sustainable that even like yesterday when I was putting this in I watched it again and I got all the feelings back so it's not made something that kind of goes away with time. It's something which you continue to enjoy, and hopefully you can keep using really sustainably. This is super interesting because we got to work with the world-class footballer Kevin De Bruyne, and over the past four years, we've ended up working quite closely with him and getting to know him quite well. And what's really interesting is that we now support his under-15 boys tournament that happens every year around about the time of the Champions League. And what started to happen is we turned something which was a one-off, we get to meet this superstar football player, but now created into a long-term relationship which we renew annually. And the key point is every time we make a commercial about the cup draw, which he's revealing here. So what's really fun is that now every year, we're about to do it again in March, we need to come up with a new concept, something that's super cool and that will work. So we've got to get people enthused and interested. So it's not the point where on one hand with Nigel Owens piece, we can keep using it year after year. And on the other end, you can have refreshed new content that you need to make. They're still video based with a key driver in order to get people to think about this tournament, for instance, and you can have fun with it as well, which is super cool. So I've shown three things really, really quickly, run through them super, super fast. But let's get back to kind of the core of what we're talking about today, which is how to scale video within your organization. I think one of the key things you've got to try and do is try and show proof before permission. And what I mean by that is that if you were to write the most amazing brief in the world, it might still struggle to get signed off. Whereas I think you should try and iterate really quickly, just grab a camera or try and show a little bit of proof before permission. Show a little bit of what you mean and try and get that across to say, look, this is what we're looking to make with this idea and then seek that kind of permission. Try not to do it in a very dry kind of way. Show a little bit of what you're doing as a concept and then get that kind of buy in, which I think, especially with video, tends to be super, super inspirational. And the best bit about this is you probably got the device, the best device to do this somewhere within about a meter of your person. It's more likely your phone, which is fantastic. The next part is to translate the impact of what you're doing into stakeholder language. So as much as possible, try not to get caught in the kind of artistic conversations around. I want to make this because this is really cool. But try to understand what is your organization trying to achieve? And then how can this video and this concept do it? Now, all of the things that are playing in the background of this are all work that we've made in the past year or so. And the one consistent thing is that it's been video that's traveled really, really far and that's worked. There's examples of work that is here that is employer branding. There's examples of work that are brand campaigns. There are partner campaigns here and there's sales campaigns all within this montage that I'm showing you here. But the key thing is that they're all driven by sitting down and understanding what is the business need? What is it trying to achieve? And from a brand market perspective, What is the best vehicle to then take that to market? And almost always the biggest things we need to do require video. Next up is fight for short approval chains wherever possible. So I can imagine if you were trying to make a Marvel movie, it would take immense approvals. You'd have to do loads of script changes and things like that. Whereas again, So make something, show it and then get approval. Make something, show it again and then always try and do a concept of have meetings in hallways, which is really important. So, I don't tend to leave it a long time before I show key stakeholders the work. I'll probably show them something early in development and get and get their input. Often when you get key stakeholder input along the way, it's a really, really fast way to get that nod of approval. get that nod of approval. It's funny because I'm just thinking one time when I didn't do it and it actually kicked me in the butt when I had to chat to my CEO and he's like, I didn't see this. This was a really quirky piece of work we did. So that proved to me that, again, have meetings in hallways, show people the work along the way. They tend to not get in the way. They tend to be really inspired, especially when it comes to video. Remember, not everybody gets to make a video in their working day. Most of your key stakeholders are probably mired down in budgets and things like that. So this can be really, really important. Three things to remember, and I have flown through this presentation, so I hope you've been okay to keep up. But the first thing is, the reason why we're talking about video is I don't think anybody's looked super cool forwarding a PDF. I'm even trying to use it in the concept of how I'm presenting to you now with the kind of work that I'm showing you now, trying to be dynamic and hopefully look semi-cool. Secondly, think about building assets, not content. Again, a perfect example is this is me last night taking five, six different things that we've made, chopping them up and putting them into a presentation now. Again, proving the sustainability of what we're talking about, which I think could be super, super cool. So think about building assets, things that are sustainable, things that you can return to over time and use them in multiple, chop them up into multiple different What you want to do is be one and done. Make something and never return to it. It's just stuck on a hard drive somewhere and is never used again. That's not cool. And the third part is invert your ratio. So again, going back to my Marvel films idea, instead of asking for a huge budget with a really complex production schedule, start on the opposite. Start by iterating really small using your phone, for instance, to show the concept of what you're looking to make. And over time, build your own content. Build and build from there. That's something we've done over the last four or five years. We're now a lot more comfortable knowing when we want to invest with a bigger production and when we need to bring in outside help, for instance, and when we're really comfortable doing it ourselves. It all came from taking small risks first and then building from there. Cool. More. One last bit for you. I'm a big champion of getting more from less. I think being smart, like I said, is the key thing as we head into 2026. So here's three points that I really think are super, super important. You have to make things that people want to share. When people share that, it gives a form of cultural kudos, which means that they look good for sharing it. If you look at all the big social media platforms now, it's less about what's published on the feed, and it's more about what's published and then gets shared in groups. And you probably do that yourselves all day, every day. I'm banging home that key point. Make things that last. Try not to make something that's cool now and that isn't going to be cool in the future. Again, I'm referring to work from almost three, four years ago in this presentation today. I feel quite proud that it stands up as fast. We have your audio, right? Yes. Nice. And the last part is make sure that people get to it. This is the same mic? Same mic, same setup. Got a little bit of background there. Okay. Okay. Okay. From a digital perspective, the key thing is in your distribution, you want to make sure as many people get to see this. Her mic is the one that she had here. So don't be afraid to use it over and over. You don't have to watch once and never use it again. I was scribbling down Yonah's piece, which I really, really liked, about publishing on Monday, talking about the key takeaways, Tuesday, Wednesday, Thursday, Friday. And then, to be honest, we've had a piece that we've republished almost a month after the first time we published it, and it's actually got more engagement than it did first time around, which is absolutely incredible. So don't second guess yourself and, again, hide that work. I hope all this has been super useful. Again, this has been great and, wow, this worked, which is really cool. First time doing a video on video on a video, which is great. So I can't wait to hear who's out there and have a chat. Thanks. Thank you so much for sharing. Now I can hear a little bit of an echo. I just want to make sure that it's not in the webinar room. Can you also hear an echo? Is it just on my side? Had a little bit of interference, but it's all good. Let me see. Okay, perfect. It's, I think it's gone now. So when we are looking at the questions, I would love to bring Yonah back onto the screen so she can also take part in the Q&A session. Thank you so much, Rob, for sharing all the insights. It's always fun to see how. Hello, Rob. Hello, Yonah. Hi. Video lives inside other organizations and you guys are definitely one, both of you who, you know, your whole businesses are founded in video content. I just want to start off with asking both of you a general question. Have you experienced any big mistakes when companies are trying to scale it? Like what are some of these common pitfalls that people get into when they have really good intentions to do more with video? And maybe I can start with directing the question to Yonah and then Rob can get some time to think. Yeah. So I think one of the biggest mistakes, two mistakes. One is that you just pour in so much energy and strategy and what and how and for who. I mean, as I said, that's already done because you already have a lot of communication. So that's one of the traps I see companies fall into because you think that when you start doing video, that's something completely different. It's not. It's still your communication. The second pitfall I see is people choosing, and I know I'm not really objective here, but people choosing the cheaper tools. Because people are like, well, we have Canva, it's free. And Canva is an amazing tool for my kids to create video in. But I have talked to so many companies that are like, no, we're going to do this with the free tools. And then you never see anything. You never see the videos because it's really hard to create good videos with the wrong tools. And if you can't really handle them. So those are the two most common pitfalls I see when people start or companies start scaling their video creation. Yes, exactly. And I think that's a great point of work smarter, not harder. Don't reinvent the wheel. But and we say that as well in the software industry all the time that your software is no better. Or your tool is no better. Because the people using it. There has to be a skill match there. What about you, Rob? In your experience? What are some of the bigger pitfalls that you've come across? I think the biggest thing is managing expectations or people trying to be perfect from the get go. That's why I think starting small, experimenting and then in a risk free environment is really, really key. And then, you know, because the problem is once you do put it out, somebody said that the. when you publish something, it's the same adrenaline spike as if you were in a room with a lion on your own. And that's the level of risk that's out there. So you don't want to do that. What you want to do is build slowly, get a sense of what's your tone, what's your voice, what are you trying to get across? And then you'll learn quite a lot from that. But you don't need to be perfect, but you do, to Yonah's point, you do have to be really as good as possible, as high quality as possible. Yeah, you shouldn't be perfect because you can't probably not be perfect until you've tested. And I'm sure there's a lot of considerations here to, you know, adapt to, you know, your brand, the audience, also what format, maybe a hero video that is going to live forever that you spend, you know, all the big budgets on is something you want to be a little bit more. I have a couple more iterations on then, you know, some social clips that's, you know, for short format and fast consumptions. Also, I would say that the whole point is there's plenty of people out there. So if your specialism is finance, then actually, we're not expecting somebody who's special in specialism in finance to know the difference between different lenses, different frame rates, and those types of things. So the key thing is to find somebody who can help you with that. And there's plenty of people out there, which is really good. Exactly. And I think, Jona, you also made a great point that was talking about scaling, but also in different aspects of the process. So not only in the video or the video content, but, you know, scaling your script production, scaling your distribution, scaling and using tools like that. Do you have any other good tips on, you know, ways to do more that doesn't necessarily require, you know, all the time spent that is sometimes associated with scaling? Just for video or just for anything? For scaling video. From my point of view, you're talking to the wrong person, because with StoryKit, you scale the whole process. So you don't have to, I mean, you can fully automate your video creation from whatever input you have to finished output. And you don't have to touch it. So for me personally, what I try to scale more is like, when I do need to create more base content, blog posts or press releases and so forth, I am now trying to build as much support as I can through different AI agents and stuff like that and just be more productive. Still with a good human eye on it because, but yeah, there's so much you can do now. Yeah, definitely. I can see in the chat. That there's a question that is directed to Rob. So if we can please bring the question to Rob on screen, we have Tice asking, what was the biggest hurdle to get great video content at Veo? And I'm sure that Veo has a culture that is, you know, centered around the video. But did you have any, yeah, any hurdles associated to this or any stakeholders you had to work with? Or any people that you had to, you know, go an extra round with or anything like that? Yeah, hopefully they're not on the line. I'm joking. No, I think the biggest hurdle is as the brand develops, it's the need to stay ahead and to stay fresh, but also to stay really authentic. So the biggest hurdle is in my role is to make sure that we will do like, we've just released something that's a dude in a cowboy hat, but it still makes sense in the kind of quirkiest kind of way. So the main thing is to understand, you know, what are you trying to achieve? And also, I would say, define what scale means. You know, we started off, maybe we'd make one big thing per year. Now, when we look back at the year, we've made maybe six, seven big projects and 10 to 20 smaller projects, which I never would have foreseen, you know, this time last year, for instance. So the key thing is to understand, like, you know, as you scale, understand the scale. Understand that it comes with a lot of responsibility that you have to always be fresh and always not let your audience down. You want to not repeat maybe what you've done before as much as possible. But I will say in putting this together, I've been pretty proud when I look back at some of the stuff we've done. I get all those same feels back, which is really cool. Yeah, definitely. I can imagine. You've also recently been in New York and been awarded for some of your efforts. So congratulations. It's fun to see great video get recognized. Exactly. It's kind of nuts when you're in a room with Netflix and Nike and people like that. But I think where I am really gratified is that I've got a really cool team and they're young and they're brave. And what's really nice is that the awards are recognition that you don't have to have, you know, multimillion budgets. What you have to have is really smart ideas executed really, really well. And getting it out there and people see it. So it's really cool for the underdog. I like it. Yeah, exactly. Now I see that there's popped in a very personal question to Yonah. And you might not have your calendar scheduled for 2006 yet. But Tice is asking to Yonah, are we going to see you back at 23 Summit this year? Because you delivered an amazing keynote talk. Any plans on returning to Copenhagen? Well, we'll see if I get invited. But I would love to come back because it was a super fun event. And I'm not just saying it because it's you. Well, it actually was really lovely. You're all so kind. And I love Copenhagen. And the whole event was just immensely fun from the start to the end. So I hope so. Thank you, Yonah, for the kind words. Thank you. I promise we will make sure that you get a very special invitation to this year's event. That goes for you too, Rob. And if anyone in the audience is interested in joining the 23 Summit, you can read all about it at 23.com slash the summit. But I want to take this opportunity to thank both of you for joining the session. And I know that December is such a busy month. So we appreciate you taking the time out of your, your calendars. If anyone has any questions to you on the side, maybe they could give you a shout out on LinkedIn, or if they want to reach out to Yonah and have a look at some of that interesting content on how to scale, or even learn more about what Rob was doing in New York, you can find them both on LinkedIn. And they're both very talented and clever people. So I advise you. Definitely give them a ping. If there's anything you're curious about. Thank you. Thank you both. And we'll see you on the next, at the next digital event. Now for everyone who is in the audience, I hope you have your holiday mugs filled. I hope you have your 23 Summit discount code readily available. If you just need a quick reminder, you can use the discount code video days, 99 to make sure that you get your tickets secured before December 24th for only 99 euros. Without further ado, we have one more session before we officially call a wrap for video days 2025. So in the next session, you will hear all about data analytics and how to benchmark your video efforts. We will have an introduction from Stephan Bogership, from Christensen on the state of video running through our annual report to make sure that you have all the benchmarks you need to tweak your strategies for 2026. You guys can stay in this room. I will hop over and meet you there in a short minute. And until then, I'll see you soon. Bye.