The Video Marketing Meetup

Why should brands consider video? What works about it? Why is it so good for storytelling? And we can start with you, Manu. I think I already started talking about that. Video helps you tell a story much better than I think written media ever does. And I really believe in the power of storytelling. And telling a good story helps you empathize and really kind of like love a brand. So the more you can tell a story through video, the closer the connection with your customers. I think it's incredibly important in consumer. But even in SaaS, telling stories through video helps you explain something in a much better way. And it can help you create that relationship with enterprise customers. It might be actually harder to do just with words. And I think we've used TwentyThree to do customer testimonials. And those have actually been incredibly amazing. They're amazing because it tells a story of how someone uses our product and there's nothing more powerful. And then writing it down can sound fake, but if you see them talk about it, it's very powerful. Yeah, I think for me, one of the biggest things is, you know, the biggest trend right now in marketing and sales is going more people-based. And what video allows you to do is to build that people connection. And as, you know, right now I'm launching Affinity, but in the past I've done a lot of go-to-market strategy. And when you're launching a brand, you don't really have a lot of equity. There's very little equity in the brand. And what you have to do is you have to use the bits and pieces that you do have and leverage them in order to make your brand a little bigger and to get people to actually trust you. So video is a great way to leverage the equity in some of your customers. I'm a huge advocate of customer testimonials. We use First Cut for that. We just put out a whole series and again, we're just going to market. But to have customer testimonials and to have these big name customers out there saying how great our product is, it is incredibly beneficial. And I think it's just that human connection and being able to kind of bridge that gap between what I as a marketer say we do and what a customer actually says and being able to trust that face and that brand more so than they trust our new brand. So video has been really helpful on that front. I'm going to play the millennial field that I used to write long-form content and nobody is going to read it. And I just know that everybody is in line looking at their Instagram story. Even if you get to like four seconds on an Instagram story, you're moving along. So video now is a way that people understand stories. They're taking it all in and they're digesting it in a way that's very, you know, eight seconds spans and so attention. So we all have to use video as a way to just get your message across, doing a fun, engaging way and know that that will be especially with like the lead generation aspect, like that's your first touch point. So make it fun, make it engaging and that's where your brand is going to shine. And people's personalities come to life through video, you know, talking about the people to people connection. So I just think at this point you can use Facebook advertising, you can use Instagram stories, you can use Snapchat, you can use so many different ways to tell that brand story, but you just want to get eyeballs on there and you want people to have fun while they're doing it. I have an interesting take on this being from New Zealand and as everyone knows about New Zealand, kind of clean green in New Zealand and a couple of our brands. So I think a company that's done a really good job of this is Allbirds, the shoes, they sell one type of shoe and it's like from wool and the thing that really impressed me about that was they combined the one thing that made them different, which was having wool from New Zealand and that whole story and telling that story and so they've kind of catapulted and done that really well. So I think not to use buzzword, but like being customer centric in your videos and I definitely come from the community side, which is like a lot of my content that I'm doing for the New Zealand community and also like the Sassler community, people do watch really long content if it's specifically made for them and I think people want a face and they want a voice, but they actually also want to feel and in a world where like social media is kind of, there's so much noise, it's like the more feelings that we can have with content that actually engages and connects with us is really good, but also really hard to create that content. So I actually wrote down that I noticed on your YouTube channel that you have very long content. Has it worked? Do you see engagement? I just actually had a quick look before, I've worked across Sassler, SalesHackers, ZMX and any major sort of community niche in San Francisco and even with KiwiLine we've had stuff and I think what's really interesting is with specific industries, there seems to be, so take Xenefits for example, when everyone was like what happened to Xenefits, now Xenefits video has 20,000 views because everyone goes back and watches the content and so if you're in verticals like Sass or Sales where the how you do it does evolve but there's sort of a bit of a framework on maths of kind of how you do it, then I think people go back and watch that content so I think Longform does have a place as long as you know actually how to utilise that place quite well. We do a lot of webinars at the landing pad every single week and we have founders that tune in to our webinar every single week and like for the founders here, founders don't like watching webinars, founders don't want to engage with you and so I've found that really surprising that because we're able to use all the analytics and the data that we have to be like you want to know about this and so they will attend so it's getting that understanding and sort of compounding all the marketing that's in there. Can I ask you a question? Just out of interest, when you're doing, I haven't done a lot of Longform content, so when you're doing Longform content does that change your strategy at the beginning of your videos because you've got to like hook them or is it more of the description or how do you get people engaged, do you have to change that around? I think there's, when you've got a community first you don't actually have to worry so much about that because you're already servicing a community so I think there's kind of two things that's going on, there's this, people who are building communities and servicing the communities, they've become a vacuum for everyone else who wants that content but it's like you already know what people want so in theory your MPs should be really high whereas you've got this other world where people are going to find the consumers of their content and that's when I think your engagement with it will start. Yeah but Branch is pretty similar as well because you guys have a huge community. Yeah, we actually don't find that people watch, we have this mobile growth community and we do meetups, our meetups are usually 200-300 people and the one we had last night was like 250. Very similar to... I'm only saying those numbers because it shows that people are really interested, they come and but yet when we promote the videos we have a very hard time, they don't get that many, like when I promote an invite to meetup I'm way more likely to get RZPs and leads than when I actually promote the videos. I found it very hard, I think it's the type of content because we had our own conference and promoting the talks are actually fine, people seem to because talks are very organized versus panels, I think it's just in general I think panels can be very good or can be not that good, it just usually depends. This is a good one. You can't worry about the content. Yeah, this is a great one. But even the time meetups, you know, it just depends so much on a lot of different... Sometimes it's just the ambiance, it's not even the people or the questions. So for us it doesn't work, those have not worked very well. But presentations, like when someone gives a presentation you promote it, it has to work. I think it depends on who it is. So like most people who, like if Thomas Jones or Jason Lemkin or David Skog or any of those guys are going to interview a founder with their quirky personalities, also with a founder who's been successful, usually people who go searching for that content aren't going to want to watch it. So it's very different. So Kate, you're obviously an expert in Snapchat, you wrote a book about it. And then you wrote an article on Forbes recently as well about how millennial marketing is changing the future of B2B. So can you talk a little bit about that article and what you wrote about and how it is changing? Yeah, so I think we're at a really good trajectory point. We're millennials. I think a lot of people are like, millennials are 22 and like reality is a lot of millennials are 28 to 34 and we're decision makers, we're VPs, we're CEOs, we're founders. So the B2B world can't just think of millennials as only this young crowd who's entitled. No, we're really smart, we're really valued and we understand the market landscape, but we're also digesting content in a very different way. We're all grew up with social media. So even though there's some really awesome videos out there that are long form, in my opinion, a lot of the video content just really has to grab you first at that first touch point. So my whole viewpoint, I talk about videos, I talk about events. I literally had to, my sister made me wait in line on the Museum of Ice Cream to get her nieces or to get her daughters. So the whole idea is events can't be offline, they have to be online now. That's just like, we need to have everything be like an Instagramable or a video moment and that's so important to us. And then I talked about influencers, which I think we can all talk about too later. But just this whole idea that as the next generation, we're going to capture video in a different way than the older generation did. They're not going to sit there for 20 minutes. We're going to really look at short form content that has to be really native to how we're watching video anyways now. So if you look on your Instagram between stories, you guys are probably getting ads, right? Most of those ads are very native to how Instagram stories are. So you see a selfie, I saw one from Diddy today and it literally looks like it was just your friend. So I think kind of going to that point where it's like you just have to get that first touch point and then you can have to swipe up or learn more and then that will be the long form content where you can do a demand generation ask, fill in a form or get your email address. So I don't know. I'm just like a really big proponent of short form content. That's actually how we're starting to get people onto our webinars is I do an Instagram story because for some reason everyone follows us on Instagram for the landing pad. And so then you're like, hey, we're live now and then everyone jumps on the webinar because the link is there. So I think millennials are definitely changing how everyone engages in this. So they go to a webinar from an Instagram story. Yeah. Wow. OK. Awesome. So kind of shifting gears a little bit. So I think this is a really important question because you can learn a lot from it. But can you think of a time where your video marketing efforts failed? And Anna, I know you mentioned that you spent. Can you pick me? You're one time spent months on producing a video and then there was something with the distribution strategy. Yeah. So the big thing I think, you know, we're in like the inbound era. Everyone's building content. You go out there, every marketer is thinking about content, whether it's video or, you know, written content. And the problem is, and this is a problem that I faced a few years ago, I focused so much on creating this content and I put it out there. But if you build it, they won't come. You have to be thinking about distribution now from the beginning. This idea, the most frustrating thing that any marketer will ever face is hearing, let's make something go viral. There is no magic formula to that. You can put all the ingredients in, but it doesn't necessarily mean it's going to actually work. And so because of that, we now need to think about distribution. Facebook ad spend, the cost has now risen 70 percent this last year alone. So thinking, oh, I'll just promote it on Facebook. That's not a strategy anymore. We need to be very smart and strategic about how we're going to get this content that we're investing in out there. Otherwise, it just will flounder. Do you guys, and I think that question could be for all of you guys. I've been off the brief a few times. Well, actually, most of my clients don't give me a brief because I understand the industry and their brand so well. But with SESTA last year, we had to produce, I think, like 120 pieces of content in about three weeks. And so they do this thing called hero videos, which is instead of doing like the voice of God when a speaker walks on stage, they do a hero video. But the thing with the hero video is like you have to create a two minute video of like a billionaire and it's like this is their life story. You have to choose the soundtrack to their life. You don't want to film them and you have to get all the content from online. So that's like an impossible task for any creative. So I thought it was really great. Aside from when someone's married and they're not married anymore, which was also a bit of a bulldozer, but the PR person caught it. Production design wise, it works very, very well and it's very different. But we were doing the opening video for SESTA. So it's like 10,000 people in the room with 30 foot LED screens. And we still didn't have an opening video and we were going like at 10 and it was 3 o'clock in the morning. And we went completely off the bridge, off the kind of brief and off brand. You know the Imagine Dragons, like Dragon Ball Z-esque sort of video that there is? I was like, well, why don't we just like put in everything that is SESTA but into that video so they were like weaving in and out and doing like light-fed flares and everything. And I sent it to Gretchen at 7 o'clock in the morning, who was the COO, and she was like, we're not like Dragon Ball Z, what the fuck is this? And then I was like really stressed because we were going live and we had to create an entire new video. So it's like, don't go off, brief. I don't have a cool story like that. I can't follow up. Light-ed video opening. Learnings from video. Learnings, things that didn't work. I think it's just the distribution is a good one. We with Facebook Live were our meetups and we put them, but we just never got a lot of like, although our meetups in some way were viral, never was coming to them, like the videos of the meetups, we just never figured out the strategy. And we've done it with other videos, just never met up videos. So it's a kind of a, I consider that a failure. I totally thought that, you know, we have communities all over the world. If you take the SF meetup, all the people in Bangalore who go to our meetups and watch it, they don't. So I just, yeah. I have an example of something I thought failed but actually worked. And so you know how in video you're like, I want to get the 10,000, 100,000 views and it's all about like the momentum metric. And so when I started the landing pad, my boss, who's a successful entrepreneur, was like, you haven't started a company, you're not successful, you're not credible, no one knows who you are, so you need to figure out a way of telling stories so that people will believe you. So I went to the most successful entrepreneur in New Zealand at that time who had landed in San Francisco with us and I said, can I tell you a story on video? And so I did and then it got 100 views. And then I cried because I was like, this was like years ago and I didn't really understand that videos didn't get lots of views and that wasn't even the point. It wasn't until months later where I actually had another founder in front of me from New Zealand who was launching his company here and he said, I was like, well why are you here, how did you know? He said, oh I saw this really cool video from Vaughan who was a founder and that's why I'm here. And I was like, well you're my ROI, that's awesome. But I didn't kind of, yes, so it was like a failure to me but it's exciting. So it brings up an interesting point because video traditionally has kind of been views and shares and impressions, right? But we're moving more towards seeing who watched my video, what's my ROI integrated into a marketing automation system. So what metrics do you guys measure when it comes to video? Engagement. Engagement? Yes. Views, clients, all that. Sastar has quite a blatant one where, I don't even know if I'm allowed to say this, but it's like, so they have a blog that gets three million hits a month. They have a newsletter that goes out to like tens of thousands of people. And so the videos that I create for them, there's a sponsor one, a speaker one, and an attendee one all targeted at different people. And so those videos have to convert attendee tickets, email signups, so they can sell tickets or sponsorships. And so that's quite a, and it does work, which is quite cool. And then I know Branch with webinars, gating, putting collectors on videos. We're using video. I mean, Tamara, who runs OralPay advertising now, and we're now testing in the same media video versus white papers versus meetups versus send videos converting the best and actually generating leads and engagement. So video has been so far, it's actually the video you created. Thank you. It's actually generating the best, like getting us new leads. Yeah, I just think engagement for us in the past. I think that we're getting to a point where video, like I think we've said now, used to all be about impressions and views and that clicker on YouTube. Well, now video doesn't just live on YouTube. It lives in all of these different platforms. So you need to aggregate all of your numbers as to why to your guys' company and why tracking is important to put all this together to be able to tell the full story for that production cost that you already incurred. So I think it's important to kind of always piece this all together. But yeah, I think that video now can get to the point, especially with attribution tracking and advancing, where we can start to see really what it is producing and what it is delivering and where in the funnel. Gabe, what should marketers be like for social media? I always just think engaging and fun because it's such a crowded space. I mean, I assume everybody else does that. You have your friends' content integrated with brands' content that you guys like, right? On your Instagram. We'll just use Instagram as an example. So if you're scrolling through your friends and you're more likely to have an affinity to look at your friends' content, but if there's brands that really stick out to you, or even if it's sponsor content within your feed, they just really have to get the eyeballs. And you have to get that click. Same with all the attributions. They'll learn more or download or whatnot. So just really making it, I keep saying fun and engaging, but you really can't get better than that because you look at something like Richard Branson, coming from the Virgin brand. He does the best job, I think, out there just being personable, fun, witty. But you see that with a lot of different startups. You look at Sun Basket, stuff like that. They have this man this month because it's January and people are trying to get into fitness. And he's this hunky guy and he's all getting you through January. So it's like, for it really engages you. It really engages you because I think in the SaaS world too, people can get their heads like, we need to talk about product, we need to talk about what this product does, and this product has all these features. But at the end of the day, going back to that brand storytelling, you want to just pull people in emotionally. You want people to want to learn more. The general public doesn't know about the API that it integrates with or those kinds of things. So just really grab them and have them be really native to what your friends' content is. And really understand who your audience is and make it really similar to that because it will have the emotional connectivity there. The extension of that is that we're moving away from having our roll addicts to three customer testimonials and your brand video line. I think it's going way deeper than that where you've got layers, where you've got your education content and your brand content. And then you just have to have so many different voices that make up your entire video strategy now. Yeah, I think something that's also interesting is using the data and how we use the data. So Facebook and Instagram, you can buy Instagram ads via Facebook. The platform can be incredibly powerful when it's done correctly. So custom audiences is probably the one thing that has revolutionized my ad spend. And I have been spending on Facebook. I was one of the first people to be spending on Facebook because I worked in social games. It is just incredible. What you can do with just email addresses, the type of targeting. And what's different too, I agree with you on if you're trying to find people and it's first touch, you want to have engaging content. But I start to look at what I engage with. And it's because I'm getting hit over and over with something that I've engaged with in the past. Utilizing that data and then having the impression, right? I just actually bought what's the company called? Athletic grains. It's like this weird grain drink that I researched. I love that type of stuff. So I had clicked on it before and I saw it on my Facebook feed. I saw it again. I'm like, I don't know, 90 bucks for a powdered drink. This might not be a good idea. Then I saw it again. I'm like, oh man, I really want to get that. It's been in my head. It's not in my head. It's like literally following me around the Internet. The other day I saw it in my Instagram feed and there it was and they were giving me 23 samples. I'm like now promoting them. But regardless, I bought it directly off of Instagram. Ninety dollars. That's not a minute. It's not a small purchase. It's not crazy. But I did because it was smart what they were doing. They weren't bombarding me, but they knew. They knew I was on the hook. They knew they got me. And so they just use that data that the actual imager, it was just an image, wasn't necessarily a video, but it was simple. But it got the point across. And I think if you're smart with the data, especially with social media, you can penetrate a lot better than you can try to like spray and pray and just go viral or even entertain people, which is incredibly difficult. So I think that that's just another component to it. We do that with our customer testimonial videos. We not only roll them out to different segments, but we also have them running with these email campaigns that have gone out of people that have signed up to learn more about us but don't actually haven't purchased yet. So we hit them with these brand campaigns and they just several different ads. So everywhere they go, they hear a little bit more about affinity. Very targeted group. We actually had one of our founders, I mean one of our investors who was like, how much are you spending on advertising? And he was like, I see you. I see affinity everywhere now. And I was like, well, I spent $15 last week. So he was like, what? And I was like, you're just you're on my list. You're on my hot list. So you can keep your budget small. And really, it's about hitting the right people at the right time. I think you said something pretty interesting about using email as well. Have any of you used video or animated gifs in your email? Because we ran a report on our back end. We saw that putting a video or a gif into an email increases click through rates by 62%. So have any of you had experience with that? Yeah. And you sounded quite creepy. I think the power of YouTube is actually I don't know what you guys think of YouTube, but I think it's really underestimated. SEO is still really prevalent. I wrote a blog post on getting started in the New Zealand startup scene the other day on Medium. And it's the second ranking article. But it took me two minutes. I'm like, that's terrible for New Zealand. But it kind of proves the point that SEO is still kind of relatively simple to do. And I think there's a massive opportunity for when people's stuff do start splicing their content, which I think is what we're going into now, where people are searching for stuff and then if a video pops up, then that could be really valuable. What was my point? My point was email. So I do a road show in New Zealand every six months where we bring thought leaders in sales, marketing, product management down to New Zealand to teach New Zealand about how to build those teams and scale technology companies. And so with Christchurch, it's a town. And it's a certain type of audience. And I was like, not tickets weren't selling, even though they were only like $20. But it's just like people were busy. And I was like, who is the most famous person in Christchurch that's been to one of our events? And so I changed the thumbnail. I put a video in the email. Cool. Everyone signed up because they're like, oh, I know Helen. Helen's great. I was like, that's really weird and creepy. But it also works. And that granular as well. I just want to add. So I consult for different startups, whether they're really fun, like working with YouTube influencers, like these 20 year old girls who have like 500,000 followers in fashion, going to Paltrow. It's like really boring cybersecurity stuff. But like at the end of the day, like no matter what you're selling, like I feel and I'm a social person, social media advocate, email with video I think is like key to success because you're integrating short form, talking about a product, whether it's a cybersecurity thing or super fun like fashion. And somebody is going to open it up with a thumbnail with a cool headline and you're done. And then you just move along. Yeah. So I've been doing email marketing since like 2010 is when I started, which seems like yesterday. But it's like almost a decade ago. It's really quite sad. But the reality is I think that there's one thing when you embed email, you need to be quite cautious. There are a lot of mean it can trigger a number of different things. Just the weight of the email. There's ways to do it. But you just have to be cautious on the Cape is talking about kind of the sexy side on the unsexy side in the sass world. What we've been able to do and where animated gifts from our emails has worked tremendously well is how to. So in that welcome drip, in that first lifecycle, those emails taking first cut actually did for us also our product videos, just this series of how to do the basic functions of our product, pulling out and making animated gifts from that, embedding those in the email. It just kind of entices people to learn more. And you can actually teach a lot in with a gift. But then also having those videos so that they can drill down a little bit deeper. And that's helped immensely taking the weight off our very small customer success team of one and putting it on the onus on the customer. Most people don't need to talk to someone every single time. They get a hang up and no one reads. So just watching a little video and knowing where to click, that's been a huge advantage for us. A lot of you. We haven't done. We're not doing a lot more like product focused videos. I wouldn't say we've done it that much in the past. We've done gifts. I think it's interesting. You need to be with gifts. If they're too long, they can get confusing. I've definitely seen gotten gifts. People explaining me how to do things and I totally didn't get it. I got lost and I couldn't stop it. So I think it's just. It repeats again. I was like, oh my God, this is my fourth time watching this and I still don't get it. So I think it's I've always tried to be cautious. And I actually our main website in the old days, maybe before any branch people's time, I actually created the gift and I put the gift that showed like you click on things. And it did bring things to the app. And then I got feedback that people didn't understand what was happening. So I think I just say I'm cautious with gifts. I think I've seen amazing gifts, but it's just like, oh, you press this button. And so we're trying to do that more and we're trying to actually add animation or our main website that kind of explains how branch work works. But we're trying to make sure that the short that's like the biggest something on that note. So coming from the gaming world, the first the biggest lesson I learned there. Especially in onboarding, you always have to look even when we're selling and we initially sold into venture capital, you know, in finance. So private equity venture capital, these are incredibly smart people. Everyone when it comes down to it, you have to take their intelligence level and dilute it down like 90 percent. So anything that your team, especially we have a team of Stanford engineers, which is great. But I always have to tell them like you think this is obvious that you're supposed to click here. Now do it blindfolded or bring your grandma in and have her try to do it. Because everything that we think anytime you think it's obvious to click somewhere, it's not. So whether you have it before you can have like in product tutorial, if you're you know, we're constantly building and iterating. That's where these gifts and these videos really come in handy. Because most of the time people see it and our stuff isn't super complicated, luckily. But it's like, oh, click there where it says click. You know, you're just like we can see through the data that people don't click there or how to create create a list. It's deep, deep, deep. So there it becomes really helpful. The visual element of it. For sure. Cool. So we're running out of time, but I have one more question. And then if anyone from the audience says we'll take a couple as well. So I just want to hear each of your predictions for where video marketing is headed. And a year from now, what do you think will be the state of video? I think it's really big topic. So maybe I'm just going to pick the parts that I'm personally interested in. I think what we're seeing personally with growing our community is with entrepreneurs and what people know. So I think this might be a generalisation. Outside of the US, you have an entire world that's looking for knowledge because they're not right here. And so you've got countries like Denmark and New Zealand and smaller populations. I just got in from Singapore and they're so hungry for information. It doesn't exist in the ecosystems and in their customer bases and everything. And so I think video can be a really powerful format for that. So like in video, in webinars. And one of the things that I've kind of stumbled across from launching our sales and marketing jam in New Zealand has actually and the reason why I kind of came across these guys in the first place was I think you can take a live virtual summit format and you can do onboarding for an entire industry at a certain level. And so take customer success, for an example, you've got 12 customer success experts in San Francisco. Can a founder get a junior rep in customer success, not only onboard them in 23 or first out, but also onboard them in an entire industry, the value that that person then adds to the entire company and to the industry itself is groundbreaking. You're also creating a future talent pipeline or from doing a live summit. And so I think that kind of stuff is going to become sort of at the forefront and we'll see more of that. And people will see this last time. Webinars are really powerful as a tool, still as long as you know where, like why you're doing it. And then I think just this whole splicing of content. I do 200 interviews a year that are about 20 minutes long with some of the best founders and they've never been used because people don't know how to use them. So I think there's a lot of brands and people who are sitting on content that's about to bubble to the surface. And I guess the last thing is the whole repository of information with brands and people and help desks and everything. I think more and more companies are going to have a repository where you can search for something or you have a bot or you have a flow and then you'll get a multimedia format. So whether that's a 30 second video of something simple, a long format, a blog, a core post or whatever it is. That's kind of my thing. I'll take you about the B2B world, like down. But I'll do more consumer based actions. So one of my main consulting jobs is working for a company that focuses on video, whether that's, there's two aspects to it. One is capturing live tele-live content on TV and then you can embed that in blogs and Twitter. And then also what I've been really focusing on is the idea of like core coding and like over the OTT and whatnot. So I think the whole idea, and of course everybody says this year over here, but mobile is just going to get bigger and bigger. And I think that more people are going to A, watch TV on their phones as opposed to being at home. And then B, people, like how many of you guys play HQ trivia? Nobody? Okay. That was like so big. But it's just like you get like a pop-up alert and you watch a trivia game altogether. So it's like collective video. So like at six o'clock we're all putting on our phones to watch Scott Rogowski talk about trivia questions and you're playing it all together. So it's this whole idea of video is now a collective whole. And I think that kind of goes back to what I was talking about earlier with like Instagram stories. I feel the authenticity and of course that's like a big factor of what I also preach is like authenticity. And like we're all just watching everybody's stories, whether that's a brand or your friend. But they're all really merging right now into this authentic kind of way that we're just killing time, but also emotionally connecting with our friends through it and seeing what they're doing. And I think that that is going to transcend whether that's this year or next year into like brand storytelling. And I think more and more Instagram and Snapchat get bigger with the millennials and we're again the purchasing decision makers. That is going to transform the video world to be more into that. So, and then influencers. Are you excluding the text and the video is all the email or are you still including like an introduction and text copy and then signing off of the video or a different option? Yeah, I think you still need text for sure. Work around with video is just doing a screenshot of, you know, the easiest way from a coding perspective is just do a screenshot of the first, you know, frame of the video and just have it click in with like a play sign over it. Which is what I've done a number of times as well as some embedding, but it takes a little more effort. But you always want to introduce it. You need to get people in. They won't just click even with a subject line. And then you always have to think if images are turned off, what will it look like? A lot of people default with images off. And then also what it's going to look like on mobile because the majority of people are now opening emails on mobile. And I want to add one thing because I in my book I interviewed NPR and the girl who ran social there did like obviously social journalism. And one tip that she had, which I thought was really helpful, whether you're doing email video or Snapchat or Instagram, make sure you're writing in the closed captioning on the bottom what's actually happening because a lot of people are opening up these videos while they're commuting, while they're on the train. So you're not actually listening or can hear what's actually happening. So really put that kind of closed captioning within the video itself. I think Facebook does that do it now natively with Facebook ads? Sort of. It kind of does. But I just think that that's like if we're investing in video, you have to invest in a closed captioning. And people don't like on Facebook. I watch video with sound on Instagram. I don't watch video with sound on Facebook. And I think a lot of people like that. I think that was the majority. I can't remember what the percentage is. But the majority of people listen to it with sound off. Facebook doesn't allow you. It doesn't do a good job, but you can go and transcribe it all, which I've done many times. And it was very useful. It depends like why the video is there as well. So that's where you'd like placement wise, like how you prioritize it. Any other questions? I had a quick question. There were a couple of statements around chopping up videos and really kind of creating videos that map to particular parts in the buyer's journey. So I know that we've all talked or learned a lot about the man generation over the years and how content kind of fit into that. Are you saying that sometimes we might need a video that's 10 seconds that maps to a specific step in the buyer's journey? And then it may be that in a couple steps before or beyond that step, you might have another type of video that might need longer form? Just like we thought about when we started again learning about the man gen where it was like, well, I'm going to send this. If the user of the prospect does X, then I'm going to send this type of content, which maps more to their score and these sort of things. Is this what we're saying now that now it's about video as well? I think you can always utilize video in those formats through ads, through emails, through all these different channels. So it is just becoming another medium. And I just always love the quote, you know, Zuckerberg, I'm pretty sure I saw that, thanks. If not, I'll quote it from myself. You know, it's the camera is the keyboard. And that's like an important thing because now we're all walking around with these cameras and we're walking around. I have the X and it is phenomenal. Like the camera on that and like to back to Kate's point of why we create these experiences where we create them because everyone's walking around with a camera now. Everyone's there documenting. And in general, you can say, as we've always been told in marketing and advertising, more with photos, more with video. And I think that you can pepper that in through the buyer's journey and have a much better result at the end. So, yeah, I think that we just have to rethink this content strategy and peppering in all sorts of different formats of videos. So it's like Instagram Snapchat story is eight seconds. I click through now I have a bigger, longer form. He's kind of a webinar. So with the landing pad, we do one a week and we answer. We kind of make it very engaging where it's half an hour's Q&A with the speaker that they wouldn't otherwise get access to. And so we've answered like 400 questions and the 400 questions specifically about building a business. From New Zealand, launching into a global market. And so when people and this kind of helps with engagement, people are like, I don't want to watch a webinar. I'm like, fine, go to the place in the video where the questions asked. And then they're like, oh, it's really interesting. So they watch the whole thing. Like, then you've kind of got that. So then you use a platform like these guys have where marketers can now splice all that content out. And then you're just like, maybe on Twitter, you're like, oh, question, blah, blah, answer. And you're just like, it becomes a Q&A with whatever medium that people want. And I think the generation discussion becomes really important because you're not just dealing with boomers. And I get confused. But you've got this entire workforce now that's different ages and they just want different stuff. So you've got to take that into consideration. And one thing to add to the long form, long form of any type of contact. So I used to run the marketing and stumble upon. And the one thing that we always noted was people like to bookmark. So again, like if you're on the bus or if you're we're always engaging, we're always consuming with content. But it might not be the right time to to actually engage with the long form. So having ways where you can have your content saved, whether it's a button where you can email it to yourself or having making it very easy for customers to be able to bookmark it so they can watch it or whatever link. Or whatever later is incredibly important. Cool. Well, I could talk about this for another hour. Unfortunately, we got to stop. I didn't even get asked how she got a video about a burrito to get 40,000 views on Facebook. Yeah, there you go. Cool. So I know I really appreciate it. I think it's very apparent that video is part of the entire marketing funnel these days. And it'll get even more important. So let's give them another round of applause.