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The most popular the Web Shop Shop Shop VideoDays Hello everyone and welcome back to VideoDays 2024, Day 2, the annual event for everyone doing video. If you're just joining us, hello to you. My name is Amelia and I work here at TwentyThree as Head of Community Marketing and part of our marketing team. And during yesterday as well as today, I will be your host as we come together and try to help each other in the process of making videos. помогating So let's get right into it. learning to coding. organized by 23 and our video tools are used by marketers at everything from growth companies to some of the largest enterprise companies in the world to do video and webinars we bring everything you need to really get real with video into one integrated platform and it's ready for you to scale up to hundreds of marketers or even hundreds of marketing teams across your organization and it's a big part of our belief as a company that video is one of those fundamental things that makes this digital world a little bit more human and real so every year we host video days and webinar days to drive the field forward together you can already from now put in little X in your calendar for this year's webinar days which will be happening on November 27th and 28th this year. And we have some very exciting news because we are launching our very first video agency day coming live to a screen near you on October 14th. But thank you to all of you for tuning in I know we're not physically together in the same room but I really hope that we can still come together as one global video and webinar community and grow together. Special thanks to all of our speakers who over yesterday and today will help thousands of video marketers, video producers, webinar program managers and business leaders all over the world to improve their video efforts. However, first things first, let's get you guys introduced to the platform. On my left you can see that we have a chat function. I encourage you to engage, get to know each other, let people know what's your favorite color. Where in the city are you tuning in from? What is the weather like? Where you're located? All these small little things that otherwise would have been conversation over coffee. Let's get to know each other a bit. If you have any questions to the speakers, please use the speaker feature right above the chat. This will allow us to show your question on screen and it's a golden opportunity for you to get your specific question answered by your speaker. If you're feeling a little shy and you don't have a specific question that you want answered, you can also take advantage of our reaction features in the chat side. Another good reason to engage a little bit is that we are hosting a toolkit competition, which means that the person who has the highest engagement score over the two days will win a video toolkit for you and for your team members. That we can ship to you. Anywhere in the world. So remember to engage a little bit and then the winner will be announced in session four of today. But enough about me. Next up, we have a very exciting session. You will get an exclusive sneak peek into the essential video trends, analytics, basically all the numbers you need to benchmark your own efforts towards the international market. Our in-house team has built next year's report based on data from 2024 and in our annual state of video report. And it is so fresh, pulled out from the printer that we have been gathering numbers all morning. We have been scraping the platforms. We have been looking into all of the data so that we can make sure to present the best and freshest findings for all of you today. The full report will launch in a digital version on the web on Monday. So this is a true sneak peek. But to present the findings, we have none other than Stefan Fagerström-Christensen, the CTO and co-founder of 23. So please give him a warm digital applause using the reaction features and welcome Stefan to the screen. Hi, Stefan. Hi, Emilien. Are you ready to give us a lowdown on all the numbers behind the state of video? I'm quite excited about it, actually. So it's going to be good. And I'm so excited to hear some of the conclusion and findings from the report. So the screen is all yours. Perfect. Thanks so much. And I'll say that it's always kind of daunting to step up after somebody has been coaching on like, how do you actually appear like a human being on camera when you're used to not being kind of like you're somewhere in a basement, you're writing something, some code, whatever you're looking at a screen. It's not really the same. So I'll try to remember to smell the flower, to speak slowly, to do all those things. But nevertheless, let's kind of get to it. So what I'll talk about for the next 20 to 30 minutes is the state of video. And this is basically a data dump of how people are using video, engaging with video, and strategically using video as a part of their company journey in 2024. So this is a report that we do every year. We've been doing it for nine years now. I think we did the first one in 2016. So by now, we have a lot of numbers on track. So we know how has 4K as a format been developing, what devices are being used now, browsers interacting with video, how people are engaging with video now compared to two years ago or eight years ago. So a lot of this data is something that has seen, well, basically a development over time. But nevertheless, it's also a way of looking at strategies. So when I talk now, I'll talk a lot about something that is at 48% and something that's 62%. or maybe YouTube, YouTube 2, or whatever, all of these need to be filtered through what is your actual strategy with video? Are you trying to get people engaged in video to hang around on your site? Are you trying to get them to understand your message really, really quickly and then buy something? Are you looking to gather leads? Are you looking to, well, basically to either get them converted so you can communicate to them in a B2B way? Are you getting the action to put something in a basket? Or are you ultimately building a community around video? around video. So all of these strategies work, but you need to understand the numbers and the benchmarks in order for all of that to work. So that's why we're doing these reports. So State of Video 2024, as Amelia said, is launching on Monday. So these are new numbers. So we ran the numbers for the ninth time, I guess, looking at the past calendar year, looking at more than a thousand marketing teams, their adoption of video, both on the 23 platform, but also on social media. So we know how they've been using that same data, those same videos across YouTube, across Twitter, LinkedIn, Facebook, and beyond. So it also gives us a really good starting point for knowing where is all this moving? How are people, for example, engaging with video on those different channels? And I'll get there. I just want to say that this is something that we do quite a lot. I need to mindset a bit in terms of which report I'm talking about. But we do talk about video marketing more generally where we do some surveys. We talk about personal video, and we talk about webinars. And all of these reports are available on our website. For now, though, this becomes where we look at the actual data. How are people using video on our platform? So first of video production, essentially what videos are being produced by the people out there? What are marketing teams doing when they turn on their cameras and they get ready to go? Well, just to pick a few kind of starting points. Half of all videos, Half of all videos produced are less than two minutes. So this is across, I think, four million different videos uploaded across the platforms over a span of a few years, but more than a few million videos just in the past year as well. So what we're looking at here is 50% of videos are less than two minutes, and then there's a trend that kind of has all of this falling. So people will produce videos of two to five minutes in about a fourth of the time, and then the last fourth of videos produced sort of fall between kind of the five to 15 minute mark, 15 to 45 minutes, and then 4% of all videos are more than 45 minutes long. And obviously, there's a part of this, there's a bias there, right? There's a confirmation bias in the sense that, okay, we we are starting to produce the videos. So it's a bit harder to produce a video that's good for 45 minutes. It's easier to produce 90 seconds. But there's also this idea that we've been telling ourselves that we should be producing this. So there's a bias towards that one. And certainly, that's been the case year over year over year over year that people are doing videos that are short by default. It's something that's sort of lessening in the sense that if you look at the data, not only just in 2024 but also in 2016 and 2017, well a bigger share of the videos were really short. 2016-17, every video was basically one minute, 90 seconds, wham bam you're good. And only a very small slice of videos ever got past 15 minutes. That's been sort of easing and I think a lot of this comes down to us being better on camera, probably also producing more video in different contexts. This is not videos that are just meant to be a 90-second hero on the front page. But it might be something that is a production from people in a conf call or something doing online, all of these different things. And we realized that those videos are really good for storytelling. So there's certainly a trend towards producing slightly longer videos. The average length of the video across all these millions of videos, well, is going up. But there's also a bit of a regression back to, well, we were way below the 50% mark a few years ago and now we're kind of creeping back to having videos be short. And I think there's also this kind of idea of short by default. Short by default can be amazing but let's kind of circle back to that one in a second, when we start talking about what you actually want to be achieving with your videos. Why are you producing the videos, not necessarily just how long are they. We're also seeing a lot more videos being produced on an ongoing basis, so daily videos is still that's reserved for very few video teams out there. Only two percent of the video teams that we've been looking at are producing videos daily, but a fairly big share of producing videos are weekly or monthly. So more than half of all teams are kind of falling in that in that camp. 60% even of people are producing videos at a frequency where they'll be publishing videos every month, and a fourth will produce every week. This is something that's on the rise. If we look at the year-over-year trends, we had a lot of people that were kind of not necessarily falling in the kind of few times a year camp, but certainly in the quarterly camp. So there's a maturization here also where there are more people that are producing these videos. And then finally on the production side, as I said before, we also surveyed how are people producing their videos. If you look back to 2016, well 4k basically didn't exist. People were producing kind of HD video maybe, but there right? There are no HD videos being produced anymore or rather 2% something like that. HD video that used to be 60% then 50% or whatever, is a share that's falling and falling. So that's new gear, new ways of producing, editing is a slightly different task altogether. But it also means that behind the scenes, all the people that are producing all these videos are actually maturing. That's what we see in 1080p, and that's what we see in 4k. All right, so a few things about video production. We are seeing people mature doing more video, sort of going back to this idea of producing shorter videos, but also producing better quality videos. So some of those insights are something that you can kind of look at in terms of production. And also we see that in terms of of what video should you be producing yourself. If you move on a bit, it's not only about what videos you are putting out there, but also how people are engaging with your video. And I teased about this one before. I mean, this has been dogma. I mean, I've been working in the video space for 15, 20 years, depending on how you count it, and this has always been dogma, that people drop off at a staggering rate after the first minute of watching video. Well, then you should probably be producing videos that's no longer than 90 seconds. This was something that people told you when they saw the first YouTube stats back in 2008. And I can tell you that neither of these two statements come close to being true. Viewers do not drop off at staggering rates after the first minute. They might on Facebook, not actually on YouTube any longer, and certainly they don't do that on your website. If people commit to watching your video, they'll usually actually watch it for quite some time because you've hopefully staged it in the right way. Where people do drop off is when they see an ad on Facebook scrolling through the feed. But again, that might be a strategy and a strategy choice in there. Having shorter videos makes sense. But as a general rule, thinking about people dropping off very quickly is not actually something that we should be using as a statement to drive our production decisions. So how does this actually all look? So this is how much do people watch of your video? By duration. If you have a one minute video, they'll watch 74%. Basically, two thirds of the video will be watched. That's around 45 seconds. But also, they actually don't have a lot of time to drop off. But what you also see here is that there's no real pattern. Obviously, people will watch less of a 30 minute video than of a one minute video. But this dogma of saying that viewers will drop off at a staggering rate after the first minute simply doesn't hold. So there is a slight decrease in engagement rate, basically how much of the video is being watched by duration. But as you can see, there's no real clear pattern. People will generally, up until the 20th minute, they'll watch, well, 60%, a bit more than 60% of the video. And then when you get closer down to the 45 minute videos, well, they only might watch, well, 30%, 40%. But that also accounts for more than 20 minutes of engagement time. So you can see this idea that the actual data doesn't warrant the idea that we should be using that dogma, that rule set of only producing short videos. So there's a bit of a disconnect in the video engagement side. Essentially, what videos are actually driving engagement? That's a pretty good question. If you have a mix of videos, you might have 500 videos produced by your company in the last few years. Which of those videos are actually being seen? But also, which of those cities are being watched? And which of those cities are actually producing engagement? And basically, those 50% of videos that are less than 2 minutes are only producing 18% of the engagement. Again, they're shorter. They'll get a lot of chance to produce that engagement. But the very, very few videos, those... Let's see if I can find my way back in the slide deck here. Those kind of 5-6% of videos that are more than 15 minutes long, well, they actually generate, trying to do math here, 35% of all the engagement on your platforms. So as a general rule, there's a good starting point to say, well, we probably need a better mix, and we need a better way of gauging whether our videos are performing. And this comes back to what I said before. What are you trying to achieve with your video? Is it just about getting people to sign up? Well, probably a short video will do the trick. And I'll come back to that in a second. If you're looking to have people actually understand what product you're selling, engage with your community, probably a slightly longer form will serve you just as well. Also, because I'll tell you the secret, longer videos are generally easier to produce than short ones. Short ones require some tightness in terms of how stuff is shot, how they're edited, all those kind of things. And those longer form videos give you a bit more breathing room, again, to be human, to smell the flowers, to do all the things that Book said before. So that video engagement disconnect or disengagement connect is certainly something to look out for. You can benchmark your video engagement against your industry standards and say, well, how long is my video? What general engagement should I be expecting? If you have less than two minute videos, you should basically expect a very high engagement rate, 80% or more. And that will go down a bit over time, but you can also be benchmarking and saying, if my five minute video isn't getting people to watch for two and a half, three minutes, then something's wrong with the video. Or rather, you can certainly expect for people to be doing that. So again, some of these benchmarks will allow you to take a step back and actually, well, revisit your video strategy and make sure you produce the right mix of video. That was something about engagement. Next up, obviously, we're producing the video. We're having people watch those videos. They engage in different ways. But where do they engage? And what is actually the meaningful way of looking at it? So again, there are a few different ways of looking at it. The video channels can be your website. It can be a partner newsletter where people click a thing. But it can also be on social media channels, like putting the video on Facebook, put it on YouTube, LinkedIn, and so on. So we have a unique vantage point in the sense that we have a lot of videos hosted on the platform, but also a lot of those videos being posted across the social web. So we can see how does that video perform when it's on your website versus when it's being met on social channels. So we can take the engagement part first. So as I said before, there is a massive gap in terms of how much engagement people are willing to put into a video depending on where they meet your video. If you're on Facebook, people will watch 17 seconds on average of that video. YouTube, and this is going up, this is something that used to be in the 40-second, 50-second range. People will now watch more than one and a half minutes on average of a YouTube video. But massively, on your website, they'll watch for three times as long. Again, same video, same team, same content. The only difference here is that you have a vantage point for actually presenting the video in a way that makes sense. Fewer distractions, fewer cat videos, fewer advertisements, all of those things that matter quite a lot. And also the expectation setting, if you're on a company website and watching a video, well, probably you're interested in that in a way that's more meaningful than just the advertising that seems to be happening on social platforms. So yeah, the picture here is clear that old media is vastly superior. It's basically outperforming social media, depending on how you look at it, either by 3x or by 50x, depending on the platforms that you are posting to. And that's also why being on a website and kind of making sure the video is put on your website matters much more than any time before. So this will be, if people see your video, how likely are they to actually... Sorry, if they see your video player, whatever, how likely are they to actually play that video? So on Twitter, if they meet a video, 8% will actually see some of that video. Again, it might only be a few seconds, but nevertheless, they'll at least have seen it. On Facebook, I mean, they'll only watch 17 seconds of the video, but at least at least a few seconds. About a fourth will actually see some of your video. And then on your website, almost half the people that meet a video will actually click that video. And you can multiply these two things. So say, well, my 17 seconds of engagement on Facebook multiplied by 28%, well, it probably means that for every impression I'm getting, I'm getting something to the tune of 4 seconds of video playback. For every person that meets a video on my website, there's more than two minutes of engagement there. So certainly this kind of channels thing matters. And this is not an argument to say, well, don't ever post on YouTube or don't ever post on Facebook, but it's a kind of call to arms to say we need a better mix. And certainly we need a better expectation setting where video is a first party citizen on your website. This is something that we've been looking at a bit at 23 to say, well, it's very easy to get a video on your website, well, embed a video, but you also tend to set and forget it, which is exactly the opposite of what happens on YouTube, on Facebook, on LinkedIn. There's always new content, it feels real time, and it's a way of communicating. And I think that's a big challenge for us as video producers, as video editors, but also as content managers to make sure that there's fresh versions, not necessarily of the videos, but there's dynamism to which videos are being seen, how are they being showed? Are they full screened? Are they not full screened? Is it a different player? What happens when a webinar is live? Does it take over the, front page of your website for a few minutes to get people to actually see that something is happening right now? All these things, well, they can be hard, but there's also really about how you actually integrate video into our websites. And yeah, conversion obviously matters. So we talked again, what videos are being produced? How are people engaging with them? Are they clicking play? Are they dropping off? Also where are they doing all those different things? And the final part of video marketing if we kind of go through this standard funnel is, what can we get people to actually convert? Can we get this from being, well, a few hundred people watch my video on social media into, well, 20 people watched it on my website, and I also know who they are. They're in my CRM, they're in my marketing automation. I can contact them. I can use the fact that they played this particular video to be remarketing and reintroduce my concept or even send a lead onwards to the sales team. So video conversion here is a lot about the practice of getting from, oh, this is the video, or this very amorphous audience somewhere into an audience that I actually know and that I can market to. You have all seen these ones, right? This idea of there's a market benchmark that you should be able to get people to sign off. This particular one, I just took a screenshot of something. You've all seen these. Hey, please don't leave our website. Come and actually sign up for a newsletter or participate in this competition or something like that. And even this benchmark, if I'm honest, might be overstating a bit. If you can get 2% of people that see something like this to convert, you're pretty good. Your copywriting is straight off. You probably did really well on your website. But what happens when you do this as a part of your video content? What happens when you ask people to contribute their email address, their company, their names, stuff like that, as a part of playing back a video that they already committed to watching? Well, if you remember those 2%, if you have a form that's set before a video, 26% of people will actually convert. So these are 26% of people that you otherwise had no sense of who are, that would suddenly actually know the contact details of how to actually be engaging with. So, well, 13x even if my positive metrics hold, but certainly a massive upside compared to conversion rates of these kind of normal forms that you would see out there in the wild. We've been looking at these numbers for a few years and there is a softening of them. We used to be at a point where we can say, well, 26% before the video, but people would also be converting through the video. But during the video, if you have this, what we call an interrupting form, saying, well, I've played 30 seconds, now do you want to sign up for a newsletter? Do you want to be contacting our sales team or anything in between? Those forms actually convert at 12% at a 12% rate. So it means that, well, one in eight that see one of those forms will actually be somebody that you can address, that you can know in your CRM. And even after the video, we're overperforming the market and getting to 2%. And so this is where you say, well, it might also be kind of annoying, these collectors or these forms that are in the video, but they're not actually And as I say, there's a massive underrepresentation. If we looked at a few million videos from the last year, a very, very minstrel part of those videos actually had forms and conversion options associated with them. So there's still, well, there's still room to grow into this one. So kind of, well, chest out high, make sure that you actually stand tall in the content that you're producing for your audience, asking them to contribute and to convert. You'll probably also say that, well, they probably also convert because they're in the middle of the video and the only way of getting the video to actually play is by, well, sending us an email address. And that's partially true, but actually not really that much. If these forms are set up to pause the video, well, they'll convert at 12%, but actually convert at 11% of the time if they're not pausing the video, so the video keeps playing. A non-skippable form will convert a lot more than that. So a non-convertible collector or form in the video will convert more than 20% of the time. Yes, so far so good. We went through a lot of these different numbers and I did exactly what I said I wouldn't do to begin with. I just said, hey, the percentage is percentages. All of this data will be available and we'll make sure you get a nice PDF to peruse both these numbers and more. But more so, this also becomes, well, an occasion to go back to the past. and say, well, is this the year where we start doing conversions with video? Let's not talk about engagement, let's not talk about social channels or whatever. Or it might be the year we're saying, well, we need to invest more on our website because that's how we drive engagement. All of these numbers, better video production, better engagement focus, better conversion scores, and all of those different things and a strategy for which channels all those videos go into will obviously kind of positively affect each other. But this might be the year where you can say, well, let's at least get up to speed. Let's get our conversion game straight. Let's get all those conversions from the video plays that are already happening and get them into our CRM and into our marketing automation. I'll end with a quick kind of video edge. So what are the four takeaways that I want you to, well, leave here with or at least leave reading the report on Monday with? You want to be getting your video mix right, right? This is not about saying that you should only ever be producing videos that are more than an hour and putting them on the front page of your website. It might be a good strategy in some cases, but it's going to be rare. You want to be sure you get the mix right in terms of knowing what are the three, four formats that we're producing? What are the three, four kinds of videos duration wise that we're producing? And where do they live? You want to get your channels right. Very succinctly put, you want to make sure that the videos that you're producing not only live somewhere on social media where they'll fall off a cliff, but also make sure that they actually go back and contribute to your website. Both places. Rate rates and engagement rates are a lot higher. Again, a video on your website will outcompete Facebook 50x. Same video, same content, whatever. You'll just get more engagement from every page load. You can get real results by increasing productions. This comes a bit with this idea of the video mix as well. You want to make sure that you don't produce just like one video every now and then. Might be you produce a batch of videos every now and then. But the real challenge is how to get the mix in the different formats straight. And then finally, you want to make sure the video should you're using. Maybe not all of them, but at least they have a way of contributing to the value of your marketing efforts. The very concrete one is make sure there's a form in there so you can convert people and actually market to them afterwards. But it might also be videos that actually drive the shopping experience to get stuff put in your shopping basket. It might be videos that are not just getting people that are signing up for your newsletters, but also data that goes directly to your sales team. So there's kind of these four very concrete things that you can do that aren't about diving into video, but rather saying, all the things that I'm doing a video already, how can I up my game? How can I become better at all of these different things? I'll brief again. I won't talk too many more numbers. We'll answer a few questions just to make sure that all the things that I said too quickly or didn't make sense along the way, or my like the math in my head that I did on the fly here. If you want to correct my math, that's also fine. I have kids. They do that all the time. But nevertheless, I'll turn it back to Amelia and to some questions. But before that, just say that we're really looking forward to publishing this report. This is something that we do not only to drive understanding of our field, but also to drive better strategies. So if you end up with this report in your hands and say, hey, this is the year where I want to be focusing on engagement, please feedback to us and say, well, there's actually more numbers we could be using here. This is just a small sample of what we can tell. And we're really looking forward to contributing more data, more findings, more tips and tricks and more hacks to how to better your video efforts. So that's it for me. Thanks. Thank you so much, Stefan, for sharing those insights with us. Let's have a little look to the chat and see if there are any questions. OK, so if the audience, if you have any questions for Stefan, please remember to use the questions feature over or above the chat. Otherwise, we can't bring the questions onto the actual screen. But Stefan, you've been you've been running this report for. A couple of years now. And are there any big changes or developments that you've seen from 2023's report to this year that you think are either surprising or significant to some degree? So we do these at an interval where stuff honestly, well, it's tectonic plates that are shifting. So the most kind of, well, I want to say surprising finding of the year. Is that the trend to have shorter and shorter videos keep happening? And obviously, there's some again, as I said before, this kind of confirmation bias of, well, we tell ourselves that these short videos should be there. And then the short videos are watched for 80 percent of the time. Right. People that see a one minute video will generally watch a one minute video. So we kind of keep telling ourselves that this dogma holds. But the two big things that happened, not necessarily on the surprising side of of these shorter videos happening is. A, we are maturing how conversion works. We get into a point where kind of the marketing field of kind of video marketing is merging pretty well with the rest of marketing, where the video stack is something where, well, we had a video player on our side and it was fine. But actually getting that data back into your CRM and actually getting that data to a point where people are using the forms. So it wasn't in the report. But I said before, very, very few. Few videos are gated in any way with forms and that still holds. But actually, the number of videos free ex between twenty, twenty three and twenty twenty four. So that is a movement. And this is because, hey, we are starting to see, well, we have a lot of video. We could actually be generating leads for ourselves, team leads and contacts for our marketing team. So that is happening. And it's something where it might 10x in kind of compared to twenty, twenty three numbers. Again, I'm not arguing that every video should be gated. But that is a trend. And then the big trend is basically what every video market has been seeing for maybe two, three years. And that's basically that social media is dying as a channel. Social media is still widely used. So it's not that people are not posting their videos on social, but they're just posting different kinds of videos where videos before we might have kind of convinced ourselves that, OK, we can have video on YouTube. We'll just bring it back and embed it onto our website. Because YouTube is a pretty good hosting. What we're realizing now and this goes whether you're using TikTok, whether using Instagram, Facebook, YouTube, LinkedIn, and so on. These channels are really good for immediate promotion and probably for immediate ads. But they're also turning into media platforms. So the traction that people are seeing in this platform is usually paid. So it means that this kind of organic, own media thing that, I mean, we've been seeing this in reports before. Own media is outperforming social media. that trend has supersized. And that's both in the sense that own media is outperforming social media more now than last year, than last year, than last year, but also that social media increasingly is paid and increasingly is advertising. So that's something that will, I think, change a bit of our priorities on how we're kind of producing content. So yeah, social media, it's not that it's dying, but the nature is changing. We're maturing on video conversions, and then we're still struggling to kind of get to a point where we have a reasonable mix of durations of video. Exactly. And I think it's such an interesting point, the one you make regarding social media especially, because social media is a form of video content that we consume daily in our private lives. However, it's such an interesting conversation to draw the lines between what video formats are best suited for social media, but also what type of content, because we do consume a little bit of a different type of content on these platforms, not only a different type of video in terms of length and engagement score and those kind of aspects. We have gotten a question from the audience that I would love to bring on to the screen because it was very close to what would have been my next question for you. We have Nick De La Force, who, if we can bring the question up, great. He is asking for smaller businesses just getting started out, where would Stefan suggest that they focus their video efforts with this data in mind? And I think that is such an interesting question because the report also consists of a lot of mature video companies. And if you're watching this, if you're getting really inspired and you're thinking, I want to do that, I want to get started measuring my videos, where would you begin? It's a great question. And I think what I said before is this idea. You probably want five different formats produced during the year, different durations, different people on screen, all those different kinds of things. And you probably want to have some content that's made for conversion, something that isn't all those kind of bits and pieces. And I wouldn't scale down on the ambition of having different formats, but rather just saying, well, we'll probably start off with two instead of five. We'll probably start out doing something that's meant for conversion just to test it out, something that isn't meant for conversion. So that's kind of a, I mean, it's certainly bending the question a bit, Nick. So sorry about that. But it's basically saying, hey, if we can run a video marketing team at scale, let's at least slip our toes into a few things and then do it for real. And for real, I mean, by saying, well, we actually produce this particular format, whether that's then a whatever format, whatever 45 minute webinar or a two minute hero video that explains our product or it's a interview with one of the people on the sales team or it's a case study or whatever it is, right? We'll produce not just one of them, but we'll produce three or four of them. And then you look at the data and hopefully that's I mean, this becomes very aggregated data, right? This like 62 percent times 30 minutes. What does that actually mean for me? But what you can use a report like this one for is by saying, well, what should I be? Like, how should I measure myself? If I put a form on my video, what is success? If I put a long form video up there, what is success in terms of engagement? So I would say starting out, there are a few things that you want to be doing. And I'll say that I'm a tool maker and I build a video platform. So certainly by our product, that's one part of it. But what I basically want to be saying is you want to make sure you have a way of knowing what works and also what doesn't. You want to make sure you have a way of experimenting. You want to make sure that, well, honestly, no marketers have any sense when they're setting something out to know this is exactly what's successful. I think that's where we have these north stars and all those kind of things. So it might be that, you know, if you're very mature, how many people should be playing this video? How many impressions should I get? How many leads should I get from my investment? But what you want to make sure is that you start a few experiments, a few videos, two formats, two durations, something for conversion, something not for conversion. And then know at least how you did afterwards. So when you have something for conversion, at least, you know, well, this got me 20 leads, these leads we engaged with in this way. I'll say that we're usually a lot of people starting out had a mixture of different channels. They had a presence on YouTube. They had a presence on Facebook. And that's something that we've been advising for a long time to say, well, you also want to be mixing those different channels a bit. I'm a bit more wary now. Mainly, I mean, not because of the engagement rates of videos on social, but because of the play rates. So I can be wrong. I can be right about it. It'll depend a bit on how you're starting out. But there is a version of this saying, well, maybe don't put too many eggs in the basket of social media in the beginning or at least pick one channel. So depending on, well, your brand, your company, all those kind of things, it might be that LinkedIn is spot on. It might be that YouTube is spot on. It might be that Facebook is spot on. Depending on your audience. But certainly having a wide range video marketing strategy that touches a lot of different channels on social, I think is wasted time. So, well, just as I was saying, limit the number of formats, limit the kind of variety of things that you're trying out. Have a way of knowing whether you're successful. Probably also limit to one, maybe two social media channels. And again, know whether they're successful and be prepared to kill your darlings. So you want people outside different stars, to be honest with you, to do what they appreciate. address this statement? So it's again one of those things when you look at aggregate data, you get this kind of varied approach, right? And you need to kind of cherry pick what it means for you. So you can certainly find occasions where, well, this 30 second video went fucking viral and we just went gangbusters and we sold a lot of things on Kickstarter. So I'm not saying that short form video doesn't do anything. I'm saying that short form video in a lot of cases is actually a bit harder to do. And it's a bit harder to say, well, what happens after I've watched these 90 seconds of video? Like the fact that you're probably in a position where, well, watching that video by itself is not successful. And that's maybe what changes when you get to, well, if you do a case study that's whatever, eight minutes long or a longer seminar or teaching video on a product that's whatever, 30 minutes long. In some of those cases, engagement is what you're looking for. Whereas for most short videos, and that's maybe where, whatever, if I'm pointing at, well, we still produce too many short videos, it's because it's usually pretty hard to know what is success for those videos. If success is having engagement, certainly they don't work. If success is getting them to put something in the shopping basket, if you want to be converting those people, if you want to have them look at a different video, if you want to have them, whatever, sign up for a webinar or sign up for a newsletter, then they can certainly work. But you want to make sure that there's an action afterwards. And I've looked at the data. There's no difference in the sense of how many people are putting forms on their short videos, how many people are good at putting products and links to the next thing in their videos. So all of these things is something where we need to mature. And my worry is that the short videos that do work are far between. And the long... Or the short videos that don't work are made not necessarily because they were supposed to be short, but rather because we had this dogma in our mind. So it's a bit of kind of a wavering answer. I will say that as a general rule, yeah, maybe sort of somehow they can work. But as a general rule, they tend to not. And if you want to have a short video work for you, you need to make really, really sure you have an action of what you want the users to do afterwards. Exactly. And I think that is great advice. I think that is a really good advice that goes for any other form of content marketing, that if you have defined the success of that content marketing element or material or for that specific channel, then it's a lot easier to determine if it was in fact successful for you and your goals. We have time for one last question that is from Jacques. Let us see if we can bring it up on the screen. And it reads as, aren't the engagement metrics very different? I mean, per country, perhaps. Is this anything that we have insights about? We do have insights about it. And the very short answer, the cool thing about having a whole production crew here is that as there's more questions coming, there's also people say, you need to keep this short. And basically, no, there's no difference between countries. There's no maturization where this is different in the US versus in Europe or in parts of Europe. So that's the very short answer. I mean, it could be that they vary vastly across the board. But there's no significant things to attribute to geography. But there we have it, the latest news on the numbers that you all need to benchmark your own efforts. So I'm sure that there's been taken a lot of screenshots, pictures of the screen so that they can compare their own metrics to what is represented by the industry standard. Thank you so much, Stefan, for coming on. And sharing this with us. Before we move on to the next session, we have a live interview from my colleague who is out in the field currently in the UK. So let's see if we can bring Cecilia on screen and she will give us the download on what is happening in the market. Cecilia, can you give us a little introduction to where you're at? Hello, Amelia. Hello, everyone from Video Days. As you know, I am here at the UK. I'm here at Digimark. Oh, my God. Wait. Digimark. You see that there is a lot of information going in. And now I brought another person to bring you some insights of how is everything here and great discussions that we have been having. So please welcome Renee Francis. How are you doing? Really good. Thanks for having me on. Hi, everybody. Of course. Thank you for having the time. So would you introduce yourself, please? Absolutely. So my name is Renee Francis. I am from Australia. I run two marketing agencies. So one is called the Bubble Co. I've been running that for eight years now. I have a team of 16 people in Australia. And my second agency has been running for about two years. It's called Take Three. And we focus on the Web3 blockchain and crypto industry. That's so nice. So interesting. What is your expectation for the event? Yeah, that's exactly right. So one of the very first marketing conferences I ever attended, which was back in Sydney in Australia, I must have been eight, nine years ago, was Digimark on. And I went along. I was sent by the company that I was working for at the time to learn about trends and everything that we're talking about here today. And it was such a good conference. So now this feels like such a nice full circle moment to have been on stage and share some valuable insights with people. So I've really, really enjoyed it. It's been a really special one. I've spoken on stages all over, like Australia, New Zealand, Copenhagen, Amsterdam, London, even Scotland a few weeks ago. But this one feels particularly special because it was my first conference. Oh, that sounds amazing. Thanks for having your time to be here with us in such a special moment. Well, during your talk, you said how content is so important, right? So at first, so for everyone to know, you had a talk about SEO, right? So can you just share a brief explanation on what SEO is and just so people are grounded here with us on the topic? Sure. So as I mentioned at the start of my talk, when I was asked to come and speak at Digimark on and to pick a topic, there are so many topics I could have picked in digital marketing. And I chose SEO because I thought it was really important, like base level to have right, so that every other part of your digital marketing strategy can work effectively. And I really focused on the topic. You know, I really focused on the core things about SEO, like getting the basics right, not skipping over it, not expecting results overnight, but working on a really strong organic strategy, which means that over time, you'll become less reliant on third party data and paid ads where we're having more and more restrictions coming around third party data as well. So that's why it's so important. Okay, amazing. And during your talk, you mentioned how content is important, right? How much content should companies create? Like for promotion? Is it a month or per week on their website? It's a really great question. And look, the correct answer to that is it's always about quality over quantity, right? So it's not as important to pump out 10 blog posts or five blog posts a month. It's important to really capture quality, relevant content. So even Google's latest algorithm update, their core update, which is Eat EAT, it's all about content that is, you know, coming from everyone. If you can only get one piece of content out a month, but it's high quality, that's better than 20 pieces a month of low quality. Okay, that makes a lot of sense. And it's a good insight, right? Because when we're developing our strategy, sometimes it could be like, hurry to produce as much as possible. And it's always important to remember that quality is what matters the most. Exactly. And you also mentioned keyword strategy. strategy would you comment a little bit on that absolutely so the basis of any seo strategy really starts with uh keywords so if you think about your behavior when you go to google the first thing you do is you type in a keyword or a key phrase into the google search bar so we always need to start an seo strategy by defining the most relevant keywords and then we base our seo strategy and content around those keywords right so i actually had a few people come and speak to me after my talk and it was really interesting they said uh we do have an agency or people helping us with our seo but we haven't heard anything about keywords or what keywords they're targeting and you know that should really be the core of an seo strategy okay well i can see that you have been opening some eyes yes uh and also uh something that really called my attention during your talk is that you mentioned that uh content that is generated by for example chat gpt uh might not work the best and why is that absolutely so google can pick up and like detect when the majority of content is generated by a machine and when google's algorithm update and core focus is on delivering really authoritative trustworthy relevant real high quality content as we know these tools such as chat chat chat , gpt are amazing right they they blow our minds they help us they make things more efficient but it can't be the core of what we use to generate content and post on our websites and socials and blogs and things like that so they can be used for brainstorming and ideation and to help but really a human um can't be replaced with high quality content just yet oh that's amazing it's such a interesting insights also right amelia because uh it's very good to remember that uh and other types of use for the ae is great for uh escape is great as a tool right as to support our human work and our creativity right and not actually to do what we could be doing much better right exactly thank you so much for your time those are super interesting insights thank you thanks for having me thank you both so much for joining us uh with your insights i think this is a great time to talk to you guys a lot. I think SEO is a topic that never goes out of style. It's also something we've been talking about when it comes to video content. How do you keep SEO also in your video content to make sure that search engines can actually pick up on this content when it's not in written form? So super relevant. Thank you guys so much for joining us. We really appreciate having you with us. Thank you. So that's a little bit of what's happening on the ground in UK at Diggy Marcon with Cecilia. We also have a quick demo for you guys before we move on to session three. So you know at 23 we are tool makers and we always get excited when we are able to share with you some of the stuff that we've been working on. So please welcome our very own lead product manager, Julius. Julius, are you ready for us? Yes. Hello, Amelia. Ready to show you a little bit of the platform and tell you about some of the nice things we are doing. Great. I can't wait to hear more. So take it away. Great. So the thing is, back in the days to create videos, you would have to have three production trucks and a whole group of people to actually just get videos out the door. Today, I think everyone has the ability to do that. That little device in their pocket that can easily record videos, their computer, where I think also everyone over the years has recorded some form of video. But it's still in the professional context, still something where a lot of people have anxiety and don't really have the right tools to both create personal video professionally in an easy manner and share it around with people in different kinds of contexts. And. This is the thing is creating video can be convenient and can be easy. And it just is a much more human way of communicating. Also, if you're reaching out to someone before having a meeting, if you're following up on a conference talk or any kind of sales context. So let me show you a little bit on this on the topic of personal videos, how easy it is to create personal videos. With the 23 platform. And. In here, I'm having this. I'm having a meeting tomorrow with my potential client, John. And I wanted to share with him this great video of how the company has been working in Copenhagen together with the city in providing services. So I'm going to use this video, give a little intro to. John. So I'm going to just give him the lowdown of what is happening. I'm going to share some nice slides that I've prepared. And also because being on camera can sometimes be hard. I have my script prepared so that I can easily record my video and look in the camera while I'm talking. So now that I'm starting my video. Hi, John. I'm looking forward to meeting you tomorrow. I wanted to give you. A few insights into what we do at Rangoon where we are taking the industry. We're all about working together with companies long term and fulfilling their promises and their fields, working with partnerships and different companies and institutions. And to also show you a little bit more, I'm sending you this little customer case and how we help those companies and cities. So. Finishing this video, I have the full. Recording. Of me side by side with the slides that I just had, where I can easily go in and just show me at the camera and focus, show content side by side and mix between the different setups. And then when I'm done, save the video, have a fully branded page and where I will say introduction for John. And. Also. I have the possibility to easily add a business card. About myself and in invite for outreach button to link to the website. And also much more things such as calendar links for John to book me in. And all of these things can then afterwards easily be shared out through different kinds of channels. I can take a video and. Share it out through email and through all different kinds of channels, including this fully branded page. But it's not just that. If you want to create those videos on a bigger scale. You also have the possibility to have these kind of fixed setups with a customer case in the beginning or an introduction by someone. To use these templates for reach out campaign, for example, and even more. You can also automate. This. Whole process by saying, okay, whenever we are getting a new customer in our CRM system, we are. Somebody in my organization is getting a task to record a video to welcome this new person. And as well. Automates for me to have a reminder to send. In this case to John. A quick reminder video before we have our meeting tomorrow. So as easy as that, giving you the workflows to create videos. So that's a little bit about 23 personal. I hope this was insightful for all of you. Thank you so much. You'll use for sharing the insights with us. I find it extremely interesting and I'm curious to play with it a little bit myself. Nice. Thank you. So I hope you guys have enjoyed session two for video days. That you've gotten some inspiration when it comes to numbers, benchmarks, and other things. Now I'm getting ready for my next session. It's going to start at 3 PM. So please stay in the webinar room and you will be redirected and I will see you guys there shortly. Bye-bye. Bye.
