The Numbers You Need to Succeed with Video

regrGha..... Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. If you want to engage with the speakers and you're a little shy and you don't have a specific question to ask, we also have a reactions tab where you can share emojis in the chat and show your speakers your reaction to what they're talking about. I really encourage you to do this because it's so nice for the speakers to see your engagement and get a little bit of feedback from you guys as they're going. So, yes, I can see that some people are already getting started testing out the reactions. That's great. I would love to get to know you guys a little bit better. So I'm going to make a question in the questions tab right now. And I would love to know where are you guys tuning in from? Where in the world are you located? Are you guys in the US? Are you in Europe? Are you tuning in all the way from Asia? Please let us know. Like I mentioned, we're coming to you live from Copenhagen and Denmark. So it is currently midday and the sun is shining very brightly. Let's see here. Oh, we have some more people from Copenhagen, Hamburg, the US, Berlin, Stockholm, Portugal. Oh, my God. The UK, Lithuania, US. This is great. France. I see you there as well. Wow. Yes, this is amazing. This is overwhelming. Great. Well, we have people from all over. The world. Thank you guys all early risers in the US for getting up this morning and joining us. And thank you all Europeans who have chosen to spend the day with us. Let's just hop straight into it. So without further ado, I would love to present the first session to you guys. First session of Video Days 2023 is the numbers you need to succeed with video. Some of you. Some of you might think that marketing is all about the creative aspect. I know I love to talk creativity from a marketing perspective, but when doing marketing, it can quickly add up to be a numbers game. So if you are data driven and you are tracking your performance across your digital platforms or different channels, your content pieces. Why are we not tracking our video efforts as well? Maybe we should. So in this session, the numbers you need to succeed with video Topio Haya, the head of strategy and development from Video Ola and Stefan Christiansen, CTO and co-founder of 23, will give you all the numbers you need to succeed with video. You will also be presented with a little benchmark so you can compare your own video efforts to the industry standard. Stefan heads up our engineering team here at 23. And every year, Stefan is a primary pillar in collecting data and contributing with numbers to our state of webinars, state of video and state of video marketing reports. These are all reports that can be found on the 23 website. And Stefan, I am handing over to you now to give us the download on the state of video for the year of 23. So, Stefan, are you here with us? I sure am. And thanks, Amelia. And wow, that kind of quick reactions of people tuning in from everywhere. That was that was quite amazing. And it makes me it makes me want to do even better in in digging down into the numbers and into the state of video, video marketing and how to actually be succeeding with video. And this is not to, as Amelia said, to be not talking about creativity. The human ness of video will have plenty of time. To do that. But for now, Tapio and I, I'll say hi to Tapio in a second. We'll take kind of our starting point in the numbers, some of the benchmarks from the market. How are people actually using video? How are they succeeding with video? And what are some of the, I want to say, gaps in the market that can be explored? Well, maybe even misused for for fun and for profit in order to really be succeeding with them, with video in the years to come. So we publish these reports. Actually, we have four different reports that we publish every year about the state of video, the state of webinars, the state of the state of personal video and the state of video marketing. So these are kind of ongoing things where we take the temperature on the market to figure out kind of what is going on. What are the what are the numbers that are moving? What are the great cases out there of people that are either succeeding or failing and what can we learn from those? And I'll present some of the numbers from the most recent report, basically an up to date look at the. Twenty three in terms of what is driving engagement, what is driving reach, what is driving conversions, what can we learn from that in terms of recommendations for for becoming better and better at that stuff to help me out? Well, I should introduce myself. I am Stefan. That's really important. Obviously, I'm one of two co-founders here at 23 and spend most of my time on kind of the product engineering side, working with customers and the numbers and kind of helping them out. That's not too important. When the next slide is exactly saying hi to to Tapio, I'm going to be helping me in this session to to kind of drive the perspective of numbers. Tapio is the development director at VideoOlle and I mean, basically the digital video marketing expert that are working with them, that are kind of working with customers, working to succeed with with kind of driving both the creative side of video and the marketing side of video. Maybe we should say hi to Tapio and then I'll dig into the numbers on my side. Hi Tapio, you there? Hi. Nice to join. Wave and say hi. We'll hear from Tapio later in, I guess, roughly 15 or 20 minutes. So to jump into it, just introducing 23, this is not about 23 necessarily, but we drive a lot of the data for the state of the art of video and video marketing from the customers that are using our platform every day. So we see roughly 1.3 billion plays of videos every year. And we also see, well, are those plays successful? Are they driving engagement? Are they driving reach? Are they driving conversions as well? So kind of that set of numbers is something that we use in order to be generating the reports of everything. Behind the scenes, we obviously run this platform that's very much driven to not only do video, but also about actually running video analytics to know not only how the market is succeeding, but also how your videos are succeeding and attributing engagement that reach to particular people to make sure that video fits into your into your marketing stack. How we look at the world is kind of two sided. We often see video as being this kind of great communication form. Video does really do something in terms of storytelling. I mean, you all know the the stupid metaphors and the cliches in the world. But really, video is human. It is relational. It is this way of being able to look people in the eye and actually tell a story where there are real emotions, real excitement behind the scenes. And this is really, really important, both for the creative side, but also to connect us as companies to our customers out there. What we tend to forget at times is that there's a quantitative side to video as well. That's about making sure that video doesn't just tell the story, but also fit into our marketing funnels, that we actually measure our lead generation and our conversions, and that we make sure that all the stories that we tell, all the connective tissue that we're building between us as marketers, and our customers out there is also actually, well, basically driving business is is fed into to the whole idea of basically doing kind of data driven, results oriented marketing. That's something that is challenging, right? We've been doing video marketing anywhere between five to 15 years, depending on how you count in the market, but actually adopting video becomes tricky. Right, because video is something that is like this ongoing practice of making sure that we build the videos, we tell the stories. But what we're finding is that the challenge from there is, well, basically to make sure that we start building on top of it, building video analytics knowledge, knowing what reports are helpful, what reports are maybe not, what are the core KPIs of doing video, how that data integrates with the rest of your marketing stack. And finally, kind of how some of that is automated and tied into the rest of your marketing efforts, like how video fits into marketing automation, fits into marketing, fits into SEO and so on. So in a lot of cases, this becomes the challenge to kind of take all of these steps to make sure video actually, well, connects to the rest of your business. All right. To the numbers. So we looked at roughly a thousand marketing teams, looked at actually a bit more than two million videos and driving a bit more than three billion impressions and one point three billion plays, as I said before. So this is what happened in the last year. And we basically took advantage point there to say, well, we have this great sample of data. We know a lot of what is going out out there. But how is this actually performing? How is this moving when we compare it to previous years as well? So agenda wise, I'll talk a bit about reach. I'll talk a bit about engagement and I'll talk a bit about conversion. So reach becomes about, well, basically, how do I reach my audience with video? Where is the audience available? How can I actually use those audiences to to work with them with the business goals that I have? How is that reach then converted into engagement? And finally, can I actually convert on this? Can I actually build a meaningful business that is focused on return on investment from all of this data? Oh, reach to begin with. I mean, the the core I mean, I said before, we see more than three billion impressions and about a third of that is actually converting into into two plays and the fun example here becomes, well, do these. Like, what are the different impressions and what converts? Are they actually into into place? Well, different social media channels, different, well, basically channels for for reaching your audience have very, very different ways of of interacting. If you're on Twitter, an impression will convert to play roughly six percent of the time. So it means that impression is probably not worth that much. You need to drive a lot of impressions in order to people for people to actually see your messaging. Facebook is a lot better. This is going down, actually. So this is a number that we see. Like we see a trend that is going down. But Facebook is still a really impressive mechanism for for driving place. They're not necessarily long plays. Often they're a few seconds. I'll come back to that in a second. And then finally, if you go on your website, they see a video player roughly a third of the times they'll actually click play and and engage with your content. So this is a really high conversion rate when you compare it to other things. But if you multiply all this stuff with how long do people actually watch your videos for? This dynamic becomes a lot different. So Facebook, a lot of plays like you get an impression for a play. But people tend to not stick around with your video. They'll usually watch about 17 seconds of of a video on Facebook. That's roughly four percent of the of the duration of of the video on average. YouTube, a lot better. Roughly half of the videos are being seen that really that's basically two minutes, two minutes plus if you're on a Web page, people watch four minutes. So you kind of see the. Here of how impressions are converting to plays and how plays are actually converted into meaningful impressions for for people. Can you get your message across in 17 seconds? You probably can, but it requires a different kind of video to be made. Can you get your message across in four minutes? Well, you most certainly can. But it also dictates slightly different videos to be used in different places. The main point also becomes that if you want people to actually see your videos to get that connected tissue made from the human side of video, often you want to have a slightly different or actually a very different strategy for the videos that are on your Web page. People will literally click them more and play them for longer. So that also makes for a slightly different dynamic in terms of how all of this how all this stuff, if you multiply some of these numbers, if you actually go in for people to watch your video, well, your website, an impression on your website is often 50 times better than an impression on social media. Those numbers are pretty simple. That's more about kind of the funnel of getting somebody who meets your brand, your video in the in the wild and getting them to actually know about what you're doing. And that can be every part of the funnel. That can be for the very top of funnel reach video. And it can be for the videos that are about onboarding into your product of how to apply whatever condition that you're selling and kind of everything in between. Engagement is kind of one of the metrics that that takes some of the clutter away from, well, I got a billion plays, I got a million plays, I got 10 plays. In a lot of cases, you want to be measuring not just that people click play, but also how meaningful was that play to them. So that's where engagement comes in. It's just a matter of like not only did people click play, but rather did they also see the video for a meaningful amount of time to actually get to meet your brand, meet your messaging, meet your colleagues, meet everything that's that's really important for the video itself. So we can kind of look at videos by duration. The conventional thinking in the market, and this has been I mean, I've been doing video marketing for the last 15 years or help people do video marketing for that long. And this thing is pervasive. This comes from the very early YouTube generation. Right then, like the late aughts that people were saying, hey, videos drop off at a staggering rate after the first minute. People will not be watching your videos. Well. If we kind of take that as a starting point, well, basically video shouldn't be that long, right, they should be like 30 seconds, 90 seconds long. And there are really good videos that are that that that short. I'll say that those videos are usually advertising and advertising varies actually like marketing from video marketing, from good communication and a lot of this this thinking, the idea that people are dropping off is just because people were taking the ads and putting them on YouTube. And yeah, you're right. If you put an ad on YouTube, people probably won't watch that for too long because it's an ad, right? It's not actually connecting. It's not telling a story. It's trying to get as much juice out of 17 seconds of engagement or whatever. And the number is when we actually dig down into the numbers, though, a lot of this like this, the starting point is, well, people have listened to this. They have listened vastly to this and to this recommendation. So most videos that are being produced are short, right? People will produce. More than half of the videos that have been produced in the last year have been less than less than two minutes long and another fourth. Twenty five percent of videos are less than five minutes. Right. So that's kind of three fourths of all videos that are sort of short and very few videos that kind of go above 15 minutes or even going above 45 minutes. So that's a pretty good picture of kind of what are the videos that are actually being produced out there. But if we test the assumption, right, we all got to know that you should only be producing 90 second videos because people drop off after 90 second videos. Well, some people do drop off even in like the very short video. So the average percentage of a of a very short video is in the kind of mid 70s. So people for a one minute video, they'll usually watch like 45 seconds on average. And then you would expect for that to be a very steep decline. Right. You would expect for people to to only be watching another 45 seconds. Of your well, 15 minute video. But that's not really the case. Actually, if we look at the at the trends, there's not a long or steep drop off that follows the like the average play percentage will be pretty stable compared or contrasted with the with the duration. Right. So a very long video people watch like 40 percent of that one. So an hour video, people will watch about 20 minutes of that one. And the same logic applies where a 10 minute video people will probably watch only about five minutes of that video. So the fact that this chart is not like a steep decline where people are literally saying, yeah, I already watched 40 to 45 seconds of this particular video. I mean, it's a testament to two things. Well, people are producing longer videos that are worthwhile. I mean, we should all know that we are communicators, we're marketers. If we go ahead and want to tell a story that's 20 minutes long, that's 45 minutes long, probably that's a reason for doing so. Probably we should be investing in our own storytelling to the point where we actually make it matter, but also tells the story of, well, that assumption, the advertising on YouTube advertising and Facebook assumption. Everyone will skip away. That doesn't hold. How much time do people actually spend watching video? Well, compared to and contrasted again to the to the duration, you can see actually people spend quite a long time watching those 45 minute plus videos on average. And this matters because you kind of get to a whole different ethos of what is the mix of videos to be and to be producing. But to just take some benchmarks, what should you be expecting? Well, if you have a short video, basically people will watch most of it. If you have a very, very long video, people will watch just shy of half of the video. On average, they might skip through. They might kind of find the right spots in the video to to see. But they'll they'll actually keep watching. So these metrics or these benchmarks are ones that are pretty stable across all of our customers. So across years. So this is not a trend that's moving anywhere. This is this has been the case in 2015. It's been the case in 2023 and will also be the case two or three years from now. So these benchmarks are ones that you can kind of start metering and and and driving your video by. So. Well, we already talked about the videos being produced. Most videos are short. Three fourths of videos are extremely short, less than five minutes. But the videos that are actually driving engagement, if you kind of compare it, right. The big bulk that those two big bubbles that make up whatever, seventy nine percent of all videos, well, actually, that is only accounting for 30 percent of the engagement. So if you actually want people to see your videos, probably want to be optimizing your strategy to have slightly longer videos. This is not an argument to have every video be long for the sake of it, but it's an argument to say, well, we might want to have videos that are succinct to the point 17 seconds on Facebook, but kind of mixing it up to a point where it's also possible to actually be engaging with your content on your own channels, on your website and so on. And actually, if all a third of all video engagement across the last year, across those one point three billion impressions was actually driven from videos that are more than 45 minutes long. Yeah. That's the point. We'll move on. We've been saying this for a while, and actually, there is a bit of a normalization happening, so we can kind of see that there are there is a trend to be producing like slightly, slightly shorter, slightly longer videos. But actually, that trend is kind of reverting again. And the interesting thing is that we can see pretty marked difference in the corona years where people were producing, well, basically slightly longer videos, probably because they were doing different kinds of videos. And that's kind of reverting to to time again. It's an interesting kind of trend to be following whether this will keep up. But certainly something where this normalization over time, well, in 2015 or whatever, 2018 and 19, we saw like the vast majority of videos being very long and we're kind of itching back to to that point again. So if we go deeper down to kind of what is the practice of video, what are people actually doing, if we if we look across all of the different marketing teams that are that are doing video with 23, we can see that actually quite a lot of people are producing videos, not necessarily daily, that's a small slice. The people that actually do daily videos every week, every year, just grinding, grinding videos out, there is a small contingent of doing doing that, like roughly three percent of of of marketing teams. But actually, weekly or monthly video is something that is on the rise. This is actually a market different in in in numbers when we compare to previous years, seeing more and more kind of steady use of video as a part of how videos are being are being produced. Also, because people are getting more and more mature about the video formats that they're doing. This is something that I know other speakers will talk to at length later in the day. Kind of what are the video formats that well, you'll only do them once a year. And what are the video formats that will kind of keep being evergreen, easy to shoot, easy to make and so on. Finding that mix is extremely important. Yeah. We're not talking a lot about live here, we actually do a very deep dive into webinar into live engagement. But something that I just want to raise is that that we see a kind of free X in free X increase in engagement time when a video is live. So this is the same video. If you watch something live like you're now like you're three times as likely to watch me, watch Amelia, what's top you in a second as you are after after the video is is up, that doesn't mean that video videos are not being watched. On demand, it just means that there's a lot of there's a lot more people that are watching videos on demand afterwards, right? So people will will watch less of the video, but obviously for a much longer span of time, we only live now, but the content lives on, if not forever, then at least for a long, long time. And that's something to be optimizing for that in terms of life. So a bit about reach, a bit about engagement. And I'll quickly move on to talking about them, about conversions. So this is something that is probably not new in video marketing anymore, but it was certainly something that we saw a major shift off in kind of in the pre-corona and in the corona years that people were going from a point where, well, we're doing well, qualitative video. We're doing storytelling. We might be metering how long people are watching for, but there wasn't necessarily a clear return on investment associated with the videos. And this is something probably as video marketing platforms have matured, the field of video marketing has matured and data is becoming more available within marketing automation platforms, within data platforms. We're seeing that conversions start to matter a lot more for customers. So, I mean, a lot of that comes down to permissions, to conversions, to contacts, to leads and the market benchmark for kind of conversions in terms of like, hey, do you want to subscribe to our newsletter? Do you want to, well, we'll get more information about this particular product, maybe even book a meeting. You all know the pop ups, they look roughly like this. It could be literally anything else. The market benchmark there, I think I'm even being kind here. I mean, it's anywhere between one to two percent of people that see this pop up that will actually convert. The fun thing is that video is still a really, really effective alternative to running benchmarks like this. So in 23, we call it collectors, but it's basically this idea that you can have conversion points that are part of your video marketing. So when you play a video, you might actually be asked for your name and before your email address, either for signing up for a newsletter or just for getting more information about the particular product and everything else. That can be automated. When we look at that and remember here that what we're comparing to is like one to two, maybe if you're really, really good at writing those pop up messages, 3%. Well, if there's a conversion point before a video happens, those will convert. And this is where I should be looking at my own slides to see the actual number. There we go. So people convert about 30 percent of the time. So this is an extremely efficient mechanism compared to that other pop up. So we're thinking whatever 15x conversion rate for a very comparable touch point. But even during the video, if you're kind of interrupting people along the way and saying, hey, do you want to listen to hear more about our products, whatever those forms convert at 11 percent and even after the video is over, 3 percent of people will actually be converting. And in the videos. So this is a major opportunity to basically be using video more, not only as a communication mechanism, as a way of driving engagement, but also to generate actual leads for your marketing team and for your sales team. And if we compare the kind of the different kinds of interrupters, we see that most people actually set up the forms to post the video when they are asking for a conversion and they even require it. But a fun thing is that even if the video keeps playing and it's clear that you can kind of click this away, people will actually still be converting. They're very engaged with this idea that, hey, you're telling them a story in video right now, so 10 percent of the time, if there's a form that displays in a video, even if it's even if it's avoidable, even if it can be dismissed, people will actually convert 10 percent of the time. Yeah, and then the non skippable ones, they convert better. But obviously this is all about kind of finding the mix. What are the videos that drive conversions with a very kind of soft engagement point? What are the ones where you actually want to be requiring a conversion? The same thing happens in different touch points. Now we're talking a lot about them, a lot about kind of the idea of video and the form on your Web page, but actually video can be used in a lot of different places, and one thing that we find to be kind of interesting is that if video is part of an email, if there's a thumbnail with somebody waving with a play button on, people will actually click that email a lot more, actually 62 percent more than if the video wasn't there. So we conducted this A-B test when same email, same content, same landing pages, same everything. Only difference was that people actually got the sense that, wow, I can watch this video. There's a real human on the other side of this email. So 62 percent more click through rate on emails when there's video and that video is easily kind of integrated with the touch point. Yes. So where do we go from here? I mean, that was a lot of numbers. You can get all the details and actually a lot more in the state of video report when it comes out later this month, but to be a bit more, I don't want to say succinct, it's too late to be succinct at this point. But there are at least four different takeaways that we really wanted to kind of take away from how you're investing in videos. First of all, you want to get the video mix right. A lot of this can be down to kind of the duration of videos, but it's also about the formats. What are the easy videos to produce that make you kind of do video every week, a few times every month? What are the ones where you're investing a lot in doing kind of annual updates here, a video on your Web page where you want to be spending a fair amount of budget? What are the ones where budget is maybe lower because, you know, the video might not be seen as much or is for a different audience? You want to be getting video right on your own Web page. So the 50x point of like what happens if somebody meets my video player, how much of the video do they actually watch? Well, you certainly want to make sure that video on your website is something that's prominent, that's part of the mix, that is needed and that is actually part of of your general idea of marketing data, of your KPIs. You want to be getting real results by increasing your production cadence. I said that a bit in terms of the mix before. Some of that is duration, all that kind of stuff. But you also want to just make sure that you get production to a point where it's easy to get videos out there. And some of that honestly is about lowering the production quality. What we're seeing in a lot of cases as people are maturing their video marketing is that they are, I want to say, not really sacrificing video quality, but everyone starts by saying, well, I really want one really, really great video. And what you're finding is that, hey, that video is going to be great. But you also want to be telling different stories, doing different things at different touch points. And I'm pretty sure that Tapio will dig into this point a lot more in a second. So we'll make sure to ask him all those questions. But it is really, really important to know, like, what is the mix? What is the production approach to your to your videos? And finally, there's this gap in the market still on getting leads within video forums. I said that before. And I'll reemphasize it again to to say that there's still this opportunity to say not only that can video drive engagement, reach brand awareness, but also it's a great, great mechanism for taking people that are already engaging with you on your website and actually converting them to a point where you can market to them even more. OK, it's really hot in Copenhagen. It's even worse when you're standing behind lights. So I'll hand it over to what I'm assuming I mean, Tapio is in Finland. So he'll either be sitting in the sauna. He'll be warmer than I am or it'll be really, really cold. But we can we can ask him. So this is where I hand it over to Tapio. As I said before, he is the development director from Video Olle. He is a digital marketing expert who's been doing video marketing for the last 20 years. So. Tapio, I can I can I can hear you in my ear. So so welcome. And I'll actually just hand over to you and I'll start by asking whether you are in a sauna. Actually, actually, I think it's even warmer today here in Helsinki because it's twenty nine degrees, but for some reason, our audio studio is in the middle of big factory building, so it's quite, quite cold actually here. I'm outside. It's really, really hot. OK, so you've hidden away from the sun and you're sitting just to to tell the story of of video. Welcome, Tapio. I'm really excited to to kind of have you piggyback on some of these numbers. And essentially, Tapio will tell us about kind of his experience and his kind of experience and feel how that leads into using video metrics to be producing successful video marketing strategies. Here you go, Tapio. Yes, yes. Yeah, really, really, really good stuff, Stefan. And I agree that I think that the biggest takeaway for us as a video producer or video video agency producing hundreds or thousands of videos every year is that you really have to create the right kind of content, the right environments. Like Stefan said, in your company's own website, you usually get a lot of longer views, view time compared to social media. Usually, actually, if you if you produce like a lot of a lot of longer content, it doesn't even make sense to put that to social media because as I guess most people in this this even knows average watch time in social media is about two seconds without audio and it's really, really, really hard to get people watch longer than one minute in social channels. But but even when you produce longer content to your own website, you usually have to advertise that content in social media. And I will go a little bit about the metrics we we think are the most important metrics for us to measure how to create better, better video ads in social media. So can I see my presentation? Yeah, I guess. Good. Okay. So three important metrics in video marketing to make your video ads work better in social media. And first, before I go in the topic, I shortly tell about ourselves. So we are Videolle. We are the only full service video agency in Finland. I would say we are the biggest at least. We are 33 video marketing professionals and how we position in this market that we try to be that we are like digital video marketing agency. So we really try to know the best practices of the different platforms and different environments. Of course, we produce a lot of video content from television to website to TikTok to social media, to YouTube, etc. But we try to be the company which who understands all the metrics or the best practices of the different platforms. And so what is the problem in social media when you produce ads to social media? It's it's not this, but you know, it's this is the environment, but the problem in social channels is basically average. What's time is about two seconds normally. So it's really, really hard to attract people in these environments and. Measuring only impressions and view rates doesn't tell us how to create work because we are creators, we are creative agency. We want to make better because we know that between bad creative and good creative, there's like 100 times difference how well it performs. So what we think are the most important metrics that tell us something. And actually, we use these three metrics with all our clients. So it's easier for us to compare like what works and to tell the best practices from other clients or to share the best practices between different clients and first one. And I think this is this is the most important one in social channels is time stopping. So how many watched the first three seconds? And you can get this information information basically from all social channels, whether it's Facebook ads manager, TikTok, TikTok ad manager, Instagram, LinkedIn, et cetera, you can get this metric from all the platforms. No problem. Of course, YouTube is a little bit different because there's a skip button. And it's but usually there we measure 10 seconds. And based on millions and millions of impressions, this is what we have found out. So in social channels and I mean, Facebook, Instagram, TikTok, LinkedIn, Twitter, 10 percent is average, so 10 percent of people watched first three seconds. And what what what does it tell if it's higher than this or if it's lower than this? Well, what it tells us, it tells us that the first first picture was wasn't that good. Did beginning video tell immediately what value it brings to viewer? Does beginning video work without audio? We all know in social channels video starts playing without audio. Did video have interesting visuals, graphics in first shot? And usually if we for example, if you have some huge video campaign, if we see it's very, very low in the beginning, we usually change the first picture to something else and see if it performs better. But this is like, of course, if people doesn't continue watching, it doesn't make sense. Oh, it's hard to get engagement without actual people seeing the video. OK, second metric, attention keeping. So how many of those who watched first three seconds watched until the end? And once again, more or less based on millions of impressions. Ten percent is average. And of course, it depends if the advertisement is like ten minutes long. But if it's, let's say, under 50 seconds, this usually this these numbers are really quite accurate then. So ten percent of those who watched first three seconds watched until the end. So maybe maybe I guess everyone knows. But don't. Don't let the most important information be in the end. Show it also in the beginning. So if the attention keeping is low, should video ad be shorter? Maybe. Was the story arc interesting enough? Was there interesting changes or something going on? And how could I tell the story more interesting? And third metric, activation, of course, many times we produce, like we produce video content for brand building and then we don't even expect there to be any kind of activation of people clicking the website. Then the engagement on view rate are the most important thing. But if if the video ad should activate. Then, of course, we must measure is the activation happening and if I don't have like average numbers here here now, but if it's very low, of course, then we go on and check, OK, did we have an activation part in the video? So, OK, there was, for example, in this webinar, Amelia had this activation part but where she thought that, hey, where are you from and please tell us. So, of course, there should be the activation included in the actual video to activate. And this is just showing retention curve, basically, basically all the video, all the social media video platforms have this so you can see like based on video length, how many percent of viewers are still viewing. And this is like the most important tool for creators and creatives. So this is the first three seconds. Time stopping. OK. 14 percent was still watching. It's good. And OK, 43 percent was first three seconds. What's until the end? It's actually excellent. But you can find this retention curve from almost all the platforms. So I think. That's the most important tool for creative people. So. Let's keep it short. Three most important metrics that we use with our clients when producing content for social channels is time stopping, attention keeping and activation. Really simple. Kiitos. Thank you in Finnish. Feel free to contact me on LinkedIn. If you want. Stefan. And here we go. It's like this. This was perfect. It was like the perfect combination of of of numbers. Right. That this idea not only of saying, well, this is how the market is working, but also how you build a strategy around it. So thanks for thanks for that. There's a quick question for you from Kathleen. So then we'll to take a question from Sarah in a second and then I'll encourage all of you to to do questions afterwards. So the short question to begin with was was just read to, I guess, to my talk of what's the source and time period for the video data. And it's just to be clear about that. We're driving these numbers from our own platform. So it's around a thousand different marketing teams that are running video in different ways. Some of them are B2B, some of them are B2C. Some is internal. Some is external. Some is marketing. Clearly, some is advertising and there's a lot of things in between. And the time period is data from the last year. So just to to be fully clear about that. Before we move on to Sarah's question, I'm I'm a bit curious about the the activation part in your in your talk, because I'm guessing the different activation types are very different, right? The difference between a landing page and a conversion point is that something. Where you're at the time, like where you are where you're treating this differently when you talk to customers and the videos that you're producing, I mean, it's two questions, right? How do you think about what the activation points are and how do you use that to to change the creative? Well, well, usually we make videos to activate. It usually ends up the social social channels because a lot of people don't activate from YouTube. And of course, it's different. And if on your own website, but I'm talking about social social channels. But from a creative perspective, the to be honest, the little bit boring part is that if you create with video content that should activate the social channels, usually from a creative perspective, those video banner style videos often work better than the actual like video creatives with some kind of story arc. And that's from. From from as a creative, I find it boring, but based on numbers, I just OK, for some reason, maybe. So so oftentimes it doesn't if you just want to activate to get people to click to a webinar or something like it might unfortunately it might make no sense to make video sometimes. That's that's a great advice. I mean, but you're also exactly right. A lot of those kind of like call to call to action clicks. But I'm interested. I mean, I think that's the kind of the wider version of activation. A lot of this is down to like what are people actually not necessarily just just clicking or converting to, but like what are the things that we actually want to be and be driving towards what do we want people to, I guess, feel about our brands, feel about them and about our products after the after the videos have played. And I mean, the activation category, I mean, like the whole from stopping and kind of like attention span, I mean, those are very mechanical and they're very easy to compare. And I mean, I think that's something that I guess both we as an industry, but I'm also just curious about about your side of things here on basically like how we become good about like prescribing different kinds of activation. Well, that's very direct in terms of like click a banner, sign up for a webinar or very kind of like indirect in terms of of being better at everything from like knowing the brand and and so on. Yeah. I don't know if there's a question in there, but I find that I find this really interesting because I think that's the. The idea not that we as as video marketers kind of need to basically kind of resolve and keep resolving in terms of actually making sure that we don't just demonstrate engagement, but also demonstrate actual kind of leads and activation on the on the tail end of that. Yeah, I think in video marketing in general, it's it's really hard to talk talk about video and activation because most of the times in marketing, you don't expect video to activate that much. You usually just maybe building brand or some other harder to measure measured things. But of course, of course, if if no one watches your video, probably it won't build your brand. So it's quite easy, easy to see, like, OK, if you even if you want to just build your brand, you should have people must watch the video or at least at least maybe more than two seconds of it. But but I don't have any good answer for you. I hope you I hope you solve it. So tell us. I think we'll all solve it together. That's that's hopefully what will happen. We have a question from Sarah if we can get it up on screen. And so how do you handle how much longer a page takes to load when a video is on a website in relation to Google Analytics that prioritise fast loading webpages? I've been told that to kind of limit video on my website because Google will lower the website. It's kind of it's ranking in in search results. And I'll take a stab at this. It's something that that is obviously really important. And like, hey, video needs to look quickly. That's that goes without saying. What you want to do for the most part is make sure that that video is not part of your first paint on the web page. At most video platforms, including actually ours, will basically handle that by making the video load happen after the page itself has loaded. So this has a profound impact on on your page rank. And I guess the the score that you get, you can tweak some of the video platforms. And again, including 23 to kind of be prioritising this differently. But it's very important to say that most cases where you embed a video player, if that video player is JavaScript, usually you incur some penalty. If it's an iframe, you usually don't. But this is maybe something that is worth testing. And honestly, it's also something that is a moving target. Google has done a lot of changes in the last certainly last three years, but even the last six months on how and on how they prioritise video and how they penalise on page load times. But as a general rule, if you're taking a penalty from videos on your web page, you are well, implementation is wrong. So there's something to be done about that. That's just a a technical part of this. There is a actually let's let's take the the question from from Sunil in the in the chat, because you're already answering in text. So it might as well be that you just just take it in, take it in the room. So Sunil is asking. Social media has so many different kinds of platforms. Do these metrics apply to all of them or would they be different for different platforms? So my answer was that basically those were quite universally on all social media channels where the video starts playing automatically. So YouTube is different. But basically, if you take Facebook, Facebook feed, Facebook stories or Facebook Reels or Instagram Reels or Instagram feed or LinkedIn or TikTok or what else? Twitter, it works on those platforms. Those were quite, of course, of course, it makes how you how you're targeting. Of course, that makes also a big difference. If, for example, in Facebook, you can you can like are you making are you talking like the reach most of the people are targeting like like longer video views. If you're targeting the longer video views, you will get higher time stopping. But. Usually most of the time, people just try to get the biggest reach and then the time stopping works with those numbers really well. But yeah, basically it works. And I think it's one of the one of the main points. There's also to actually kind of extracts abstracts. So those metrics where thumb stopping attention span and even activation is something that probably is comparable across the different platforms where some of the other metrics, which like some of those that them that I have talked about before, like this idea of how many people are actually converting from an impression to a play, those who differ vastly on the different platforms, just like how video focused are they, how is video implemented and what is the expectations of the customers? And that's exactly, I think, Tapio's point in in picking numbers that are comparable across everything. Take a deep breath. This was this was amazing. Tapio, thanks for for being with us and everyone in the audience thanks for hanging out with us, talking about not just the creative and fun parts of video, but actually all the metrics behind that make video successful. So with that in hand, I'll hand back to Amelia. Yeah, thanks. Thank you. Thank you so much, both Stefan and Tapio, for giving us the numbers. You need to benchmark your own efforts. I think you guys definitely found a way to make video data and numbers as interesting as brainstorming the creative aspects of marketing and communication. And thank you so much, Tapio, for giving me a pat on the back in terms of engaging with the audience and getting everyone to list where they're from. It's so interesting to see that we have such a global community with us here today. And I just want to emphasize that Stefan also mentioned the state of video reports will be out later this month. So keep an eye out for that. We will share it with all of you attendees here with us today. And if you can't wait until then, please go to the 23 website and have a look at the state of video for 2022 and get a little sneak peek of where you guys stand compared to the industry standard. For everyone who wants to join us for our next session, please stay tuned in the webinar room. You will be automatically redirected, so no worries there. You remember, you can always click the button at the top right corner if you want to jump to the next session. We will be with you in a couple of minutes for a session on how video can help humanize the digital transformation and exploratory conversation that I think is going to be full of energy and full of great tips and tricks for how you can keep that human touch in your digital transformation. So please stay tuned and I will see you guys very, very soon. Thank you. Thank you.