Video Marketing Meetup - Copenhagen

First, to set the scene a little bit, I think we all can agree that video is the best way to tell stories and connect with customers. It's visual, it's easy to digest and it's what is it said that you can perceive visual content 60,000 times faster than written text. That's why we here at TwentyThree, we initiated this video marketing meetup movement to inspire and educate marketers and everyone around the world. And that's what we started. I started here in March last year at TwentyThree and we felt that there was this lack of communities and networks forming around the category. So that's why we decided to, we went on a mission to create the most inspiring community ever in regards to video marketing. Now I'd like to invite to the stage our own Steffen Christensen. I don't know anyone better than him to actually state why this movement is so important. Hi, I'm Steffen, I'm one of the founders here at TwentyThree and I basically wanted to start out just welcoming you to TwentyThree. So you're in the TwentyThree offices. We are a Danish startup with offices here in San Francisco. We are about 35 people operating kind of platforms for video marketing. I won't actually talk about us today because as Stine rightly did now, it's essentially about making sure we kind of acknowledge who's around and what video marketing is becoming. So these are like two of the standard slides that I've been running around with in a lot of cases. But a lot of this is actually pretty novel. We've been working at TwentyThree in video, video marketing, video platforms, whatever you want to call it for like all of a decade. We basically started out on this journey in basically 2009, 2010 and this kind of comes together at a point where we've gone from video marketing being this kind of overlooked category where somebody were doing video to an extent but not really fitting into the rest of what marketing teams, what digital marketing was about, what strategy was, what internal communications and all these different things. So when we talk about video marketing here, we talk about the kind of two different fields that are coming together into this emerging field of video marketing. On one side it's about kind of all the qualitative sides of video which is basically what Stine just said. It's about storytelling. It's about this idea that you can kind of communicate differently. It's a more human relational thing to either be present or at least kind of show your face, tell a story, all that kind of stuff. When we talk about video, that's kind of the story that's been going around for all of like 15 years even. That video is something that can actually communicate a story much more efficiently. So why we're interested in this from a marketing perspective, from a digital perspective, from a strategies perspective, even from a production perspective, kind of all the things that you mentioned is that there's this other side of video that's also about data, about performance, that's basically about taking some of the gains and the efficiencies of video and kind of applying the marketing craft to it. So that's why we're excited about starting up video marketing meetups. And I think Stine kind of didn't say that this is our first, this is the inaugural meetup in Copenhagen, but we've actually been doing meetups in six or seven cities so far. And that's kind of what we kind of put Stine on the mission to do is go out there and have people find each other. So a lot of this is, it's kind of impressive for us honestly to have 130, 140 people sign up for an event that says nothing about what we're doing apart from the fact that hey, it's about video marketing. But I think the real thing is that it's not really about the hundred and some people that we can cram into a room. If you just look around Copenhagen, there's probably 10x or 20x as many people that are kind of working within the marketing, or sorry, video marketing field. And it's kind of all sitting with the same questions, not only how do I succeed with video, but also the nitty gritty ones, like how do I set up a team and my organization to actually work well with video, down to how do I measure engagement, what is good engagement on Facebook compared to on YouTube? How many people do I expect to turn out to a webinar? Do I pre-produce my webinar? Do it live? All those kind of nitty gritty things. When we talk about video marketing going from kind of overlooked to inevitable, it's all about kind of becoming craft, becoming best practice. And I think that's where we can kind of start helping out each other, first of all tonight by saying hey, we actually have a lot of those answers here, not only the questions, but it's about connecting to each other. So I think that's the real challenge is actually figuring out how we can build a bit of a community in Copenhagen around some of the best practices, some of the best kind of ideas for craft, some of the solutions to some of the problems that we're all facing. And I think that's the challenge for tonight and kind of ongoing the challenge for kind of what is the video marketing meetup. So again, I want just to welcome you here at 23 and I'll leave it back to Stine. Thank you so much Stefan. So in every city that we go to, we find passionate people, digital marketers, any you have, you saw all the titles here who are passionate about video marketing, who wants to help drive this movement forward and help getting the right experts into the room so that we can all become smarter when it goes off video marketing. So if you're sitting right now with a feeling of you want to become a part of something big and something really, really great and important, just come and talk to me after all our talks. I'm going to be hosting an ambassador's circle. Not that you have to sign up immediately and that's it, but I'll tell you much more about it, what it's about, what we do. And we're just going to have a good time and drink some beers. Yes, that's Copenhagen. All right, so up for the agenda today. We will be learning from our experts tonight, which is Novo Nordisk, Copenhagen Airport, Danmarks Radio and the Coven Company. And afterwards, as I mentioned, we'll be hosting sharing circles, which means that there will be six different topics I can show you in a minute with a headline. So you can go to the group if you want to, you can share your stories. We can all become smarter and learn from each other, which is basically what it's all about, moving the field of video marketing together. Thank you so much for coming, guys. All right, I'd like to introduce our first speaker from Novo Nordisk. He has 10 years of experience working with this, with careers at Novo Nordisk. They have 43,000 employees and they hire around 4,000 people a year. So the ability of, they actually need to create some buzz around this to get people to actually work for them. And they do that sometimes with video. Please welcome Franz. Hi, I'm pleased to be here. Franz Weisie. I'm passionate about a lot of things in this world here. One of the things that I've been passionate about for some time is actually video. In the old days, it was incredibly expensive and problematic to use video when communicating. Today it's super easy. This example that I've brought here is in the low end. It's almost for free. So it's very much about go do, get some experience from there and then move on and see what happens. But basically, I work with employer branding. So any larger company that wants to attract people needs to have some focus on employer branding because there's a lot of talent around. So why should they choose Nürburgring Nordiska as an employer when there are so many other companies? So what I do full time is that I'm working with employer branding from a digital perspective to attract the right talent to our business needs. So I call this humanizing career opportunities by using video. Okay, cool. So far so good. Yes. And in the mindset of this being a web marketing and media and stuff like that, then I really like the AEDA model. So attention, we'll look at that and then jump into interest and desire and then at the very end we'll have some action. Does it sound good? Good. It's still live. That's good. So the attention part, we all need to create attention. I guess what we are doing in here is that we are sharing the passion for storytelling. Okay, when you look around here, I see a lot of passion. When it's storytelling, you go, wow, yes, I want to convey a message. Okay, I want to get from here to out there. And of course in the perfect world, we could simply go, hi Franz Weiser, pleased to meet you and then you have this one-to-one connection here and you can see, smell, feel, whatever. But that is difficult in the real world. We have career fairs and if we're really lucky, I could like talk to you guys, but then I don't have time to you guys. So maybe we can get a kind of a sense of that by using video more. So thinking video in not as a replacement but as a supplement to the human contact, that would be amazing. The sad background for me having a job at Novo Nordisk and for the existence of Novo Nordisk is that there is a pandemic in the world here. Tons of people are getting diabetes. The way we live around the world here means that there are more than 415 million people diagnosed with diabetes. Every five seconds, that's one more. So that's going to increase to more than 600 million by 2040. That's insane. So if you want to have a job with a purpose, we could be selling pens. These pens are great. You can write with them and that makes a difference, but you could also choose a career that matter on another level. So there are many stories to convey. This is our story. This relates to my core message. My core message is life-changing careers. By offering life-changing careers, we can actually say there's a dual purpose. By getting a life-changing career, you will grow as a person professionally and personally, and then at the same time, you'll make a difference for people living with diabetes or other chronic conditions. So basically, that's the story I want to convey. But in a marketplace where there are tons of stories, hey, someone's shouting out loud here, there's a fantastic great idea over there. So how do we not get stuck in that clutter? And basically, our employer brand in Denmark, because we've been here for more than 90 years, is amazing. But when it comes out of the borders of Denmark, then it goes down the drain. The world is pretty big and we are like zero in many countries. So we need to stick out, standing out for something positive. Go. So my specific offering to the world is, not mine, but the company, is like 4,000 careers. That's a hell of a lot. But not all of them are equally difficult to communicate. So the easy ones, they'll go like ice cream on a hot summer day. But some of the other ones, actually quite a lot, they are pretty tricky. So when you have a pretty tricky challenge, what do you do? Production worker in Kalambor, we get tons of applications. The barrier for applying is pretty low. And when you're in the company, then it's a great way to progress your career. But when we are looking for people within R&D, they are not like, you can just pick them from trees, they fall down. You have to work really hard. So to avoid getting sucked into the mainstream of jobs popping up here and there, then we need to do something extraordinary. There are two sorts of people when it comes to a talent attraction. There's the active ones that could be you over here, and then there are the passive ones. The active ones, they're super keen on getting a job. They call people, they talk to different people working at the company, etc. You have job index, blah, blah, blah. And then you have the passive ones that needs to be nudged quite a long time. One, two, three, four, and then back again. Maybe, maybe, I'm not sure. Then something happens. So that's the world in which I'm living. My platform for communication is quite often the job posting. They can be incredibly boring. And I'll share a story of what some people do. This is a manager. He is super busy. So what he's doing is he's doing a job description. I require, I require, I require. Then he's handing it to this guy who just published it online. And he goes, ah, that's super, super bad. That has happened in some companies for some years, but it has been taken to a much higher level now. So this is employer branded to some level. We have nice smiling people up there, extra stuff out here. And then we have video. So connecting, connecting the core communication with video is amazing because it kind of lifts the whole level of service and adding extra stuff. But this is general stuff. If you don't know the company, then it's great. You have a helicopter flight and a drone here and blah, blah, blah. But is it authentic? To some degree. So three levels of communication when I use video. There's the quite expensive video and then there's the less expensive and then there's this one down here. I level video. OK, so let's talk. You and me. OK, we are I level right now. OK, that's that's personal communication. Almost almost. I made this up a few hours ago. It's like the more the more it's brand new, it's fresh. It's like it's like the more money you spend, the more money you spend, the less authentic it it actually becomes. I'm pretty sure there are some super bright people in here who with a lot of money can make it super authentic. But for us average people, it doesn't mean if we have half a million DKK that it turns out to be a great video. OK, I'm pretty sure if we grab my mobile phone and we play around, we can we can we can do something that's amazing. That's actually the onset for for me continuing. One more. OK, we'll take one more. So interest and desire. OK, so we kind of going down the. Funnel here. What I did half a year ago was that I emailed all our recruiters like 60 people and 40 showed up for different workshops. I invited recruiters who have the contact to hiring managers so they could have like an extra tool in their toolbox. It's quite often you have these positions that are so difficult to fill and so difficult to communicate. So it would be nice for these people to have an extra toolbox, sorry, extra tool in their toolbox. This is a video phone video marketing, not marketing, phone video expert. So I called him in so he could talk about the basics. It's about the sound, the light and blah, blah, blah, where I was the more the communications guy and us together. We hosted this three hour thing here. And the point was that people people was a little scared. OK, it's not that fun to be in front of the camera. OK, it's much more fun to hold the camera. But at this this session here, we actually forced people to have both roles. OK, but in a playful setting. OK, so please sell your own job already. One, two, three. And then you start laughing. OK, let's do it one more time. One, two, three, action. So people kind of get that feeling that that when they are recorded, they should be aware of this and that. So this was very much learning by doing. And it was super simple. Things does not have to be complicated. If we choose to be informal, if we choose to set a frame, if we choose to play, we get quite a lot of it back by by having some some learnings that we can turn into some quality products. This is not Steven Spielberg quality. OK, because some people you can have a super boring. Maybe you're super boring. But when I have the camera here, when I have the camera here, you'll go away. And then he's a super salesperson, whereas you are charming and you are smiling. And then I bring the camera and go, that happens. We all human beings, so we react very, very differently. But by having that session, three hour session in front of the camera, behind the camera, having a few laughs, everybody gets this feeling about how to do this, because it is it's not rocket science, but it's not something that everybody can do. You need to work a little. You need to be on the same level. You need people to relax before you can start interviewing. It's like this is not good. They need to relax. So spend five, 10 minutes to warm them up. This is all the equipment that we need. We need a phone on flight mode, by the way, so you don't get text messages. Two seconds. I'm recording. You need a microphone. You can even get a free one out there. Then I have a tripod here. The tripod is like 20 times bigger than the recording device. That's all we need. OK, if we agree that quality is OK down here, we live in an agile world where the speed from thought to action quite often should be low. OK, so this does not require a team that needs to set up a lot of stuff and do this and that. And then four weeks later, you get something back. Here you record stuff and then quite fast. I get back with an edited video. This is the lifesaver. OK, I made a simple, simple frame saying that you as a hiring manager, me recording you, we need to do four small clips. Can you do that? Yes, you can do that. OK, one long clip, even if it's 60 seconds or 90 seconds, it's like I go red. I start up. Not fun. So but if it's four small clips, we can do that together. OK, so let's do the five to ten minute intro. High energy. Boom, boom, boom, boom. Be yourself. Not kind of go all in. But but find find a pace that is you. The next one is what's in it for you. The next one is who we're looking for. And then the bye bye. And if this sounds appealing, I think you should apply. OK, it's not more difficult than that. OK, so far so good. Action. The idea is to convey something more than the words. OK, I'm not sure how many is familiar with the HR world, but what we used to do, post and pray. We need to mature. We need to use the the sources that are available. So basically these recruiters, they they play around, they record, they come back to me with four clips. I don't want ten. I only want four. OK, and sometimes they're not amazing. Then I can turn up the volume so we can actually hear what they're saying. Once out of quite many, I have to send them back and say, this is not good enough. Our products is like amazing. So many things are amazing. So we can live with employer branding being being down here, but but not here. OK, yeah. So let's go back to this level here. But that was only one. Next one here. Quality check. Quality check is sound, it's light, it's context. And that's that's also the X factor. There are so many people. Some have charms, some have not. But we had like the an R&D person. He was like a really introvert. But what he said, you could really have a feeling that he was passionate about what he did. That was amazing. So that's authenticity again. And that was really amazing. So he was definitely talking to the to the heart of the tie group. The edit thing, that's the boring part. That's where I come in. I think it's at this level quite fun. So I trim it a little kind of remove the beginning and the end. It's not rocket science, but you need to invest a little time. But the idea is when this becomes a global process, and hopefully that's within half a year, then we have an Indian team who will do this for us. So we are sometimes a super tanker. We have 43,000 people. But it would be nice to act like a speedboat. Okay. And there are a lot of speedboats here you will just go do. But we need a little more time to get our things in place. But this is an example where we try to be a little more agile. I uploaded physically to the job adwords. So in a few seconds, it will be live. Then we offer people links to different stuff. They can download it and then upload it to the LinkedIn profile. That gives a better performance. And that's great. Especially this woman, Shilada here, her doing this generated 10,000 views, 164 likes and a lot of comments. That's free stuff. Usually we would post and pray and see what comes. And now she's an active ambassador for the job, putting her face up to this here. So you get this feeling of meeting her. Cool. As many of you, some of you know who are clients of 23, then they also give you access to a lot of analytics, which is quite interesting. Of course, this only works if it's hosted on 23. And when we upload directly to LinkedIn, then it doesn't count. Then we need to put that on top. But this is super cool. And they're friendly people. So they can help you with a lot of stuff. I'm not paid to say this. I'm doing this for free. Mmm. Yeah. Good. We're approaching the end. I was given 15 minutes and I feel that 13 has passed now. The idea is that there's no questions now, but you can catch me in the break if you want to. But basically, I'm an example of a large company. It could be any company. So the basics of this is to try, I would say, instead of thinking about it and considering this and that. The worst thing that can happen, ask yourself that question and then go do it. Thank you. Hey, everybody. I'm Luisa. I'm from Copenhagen Airport. I work as a senior brand manager in the marketing department. So I'm responsible for creating all the campaigns about the shopping center of all the great shops and restaurants we have in the airport. So my ambition is to create great content that inspires all of you guys to go to the airport a very good time before you're taking off. So you hopefully will spend a bit more money out there. So today I will take you through a case or a campaign we did last year. Hopefully some of you have seen it. 30,298,531 people. That's the number of people going through Copenhagen Airport last year. It's plus 1.1 million compared to 2017. So quite a lot of people running through the airport, approximately 83,000 going through every day. But 2018 for us was not just a year of great numbers of passengers. It was also a year of change. Maybe if some of you have been to the airport you have seen a lot of expansion projects, a lot of building, construction walls. It has been horrible to be a traveler out there. But I will promise it will be better. So a year of change with a lot of new things in the airport also meant a new shopping destination for all our travelers. A new shopping destination was launched in June. It's between Pier A and Pier B, if you know Copenhagen Airport. We expanded it with 4,000 extra square meters, making space for 24 new shops and restaurants. And that counts for Aget, Megla, Woodwood, Massimo Duti and a lot more shops and restaurants out there. So for me as a marketeer the task was quite simple. We just had to create a great awareness, inspire travelers to arrive earlier and get some great reach and interest about this new shopping area. So that sounds quite easy, maybe simple. But traveling is maybe, as you know, stressful. No matter how many times you have been traveling, like once or 10,000 times, you always tend to do the same. You do the same every time you go to the airport, go to the toilet, go buy coffee, then newspaper, maybe you buy a gift for your grandmom or your children at home. You do the same every time. We create like thousands of studies of our traveler each year. It shows the same. So how do we like convey people to go to a new area? How do we change the route in the airport to a new place with new experiences, with new shops and new restaurants? That was the challenge I was given. We also found out, or what we're working quite a lot with is that the more inspired the people are, the more informed they are, the more they know about the opportunities in the airport, the more likely they are to spend. That's also why we're using quite a lot of our resources and time to create great digital content and videos to inspire people to go explore all the different things we have in the airport. What we also have been working quite a lot with is this brand platform called The Journey is On. Maybe some of you have seen the sign in the airport before you go into the security. Sometimes it works, sometimes it doesn't. It depends on the day of the electrician, what you call it. But we made this platform because what we found out is that the airport is special. As I said before, no matter how many times you travel, it's always a great feeling. You always have a little excitement in your stomach. You're going to a new place, meeting new friends. There are huge loads of people in the airport going out into the world. That's our great brand, the point of departure. It's the thing we need to utilize in all the things we do. We need to remember people that travel is amazing and you should come before and you should explore all the great things in the airport. We started this brand platform, I think, three years ago. It has been carried out together with a lot of different influencers. We started out with Hans-Philippe from U-Kann Kunstner. Then we have been working with loads of different influencers, Pineda Teisbeck, Sus Wilkens, Mette Marie, Lars Oliver Djuv and Julio Rolbeck. I also think that influencers have been an important part of reaching the target groups we have. But also it's a way that we can speak to especially the younger targets who are not that good to listen to the traditional media out there. Utilizing those influencers for our content is giving us access to new target audiences. It also shows larger reach on our content and a really high engagement rate for us. So that was important for the task. For the task we chose to cooperate with these two lovely girls. Oliver Djuv is the daughter of Hela Djuv, if you know her. And then Julio Rolbeck, who is also doing a lot with Dea, I know, or had done. These two girls were the core of our campaign. A campaign made of a small webisode, six micro-series, six videos we did with those two girls. Telling the stories about all the new things we had in this shopping center. So let's have a look. We made these six small videos, approximately 15 to I think the longest was 25 seconds long. Small telling a story or showing some of the new brands or shops in the new area. And as a good marketeer we of course remember to go execute it on all the different channels that you have to, we got the content optimized for all the different channels that we had to work with. So with PR, paid media, on our own social media, the influencers, the girls we use, we distributed through their channels in the airport, we had it on our digital screens, newsletters and landing pages, etc. And I think for me this time one of the big learnings was that we've been using videos I think for three or four years and the market is changing all the time so being aware of what you do and how you do is very important and we always, our team look into the eyes and say yes this time we're going to optimize for each single media we have doing it on the perfect way and then time runs out and the budget is low and then okay forget about it just go out with one piece of content on all the channels. You probably know that. But this time we actually managed to take each content and like figure out how should we get it out on all the different channels that we have and how should we work with it. So what we learned was be aware of this three seconds rule, like within three seconds you need to catch the interest of the viewer or they're gone. So for us the first video we saw was this splash and the one with the straw was in her mouth something going on there that catches the attention of the viewer and they then actually continued to see the rest. Yeah, optimize each piece of content for each media and create short relevant engagement and content that is easily consumed on the go also important for us because we know the people is just going through their media like this so how do you catch the attention there? We found out that this like in eye level humoristic, sympathetic way with these girls having sort of a meet up in the airport was a very good way to actually catch the interest of our viewers. And then of course do a lot of split tests. We did it with everything we went out with and then we chose to put the money behind those things that worked very well. So that seems quite basic but I think that's often or sometimes you tend to forget it when you're a bit stressed and under pressure but we really found out that we got a lot of value of working with these parameters for the content. And just some of the numbers. I think again what we worked quite a lot with is how many saw the total, how many saw all the videos together and then this average view through rate has been very important for us. We wanted people to see as much as possible. We made an 8.4 view through rate, average view through rate and for me sometimes I think okay but that's like nearly nothing but compared to what else we're doing which is 4.2 then it's amazing for us. So again working with inferences giving us a lot of organic views through their channels and a lot of engagement too. Those two girls are not like huge influencers so they don't have like hundreds of thousands of followers but what we actually saw was that they were like getting above their own follower baseline because the content was so great. So they also managed to get a lot of great views with people who really wanted to see them. And their engagement rate was 5.2 which was also quite good. So currently it's around 2 or 4% for those macro influencers. So we were quite happy about this campaign. It's actually been one of the best performance for Copenhagen airport so far and we also found out that the message it went clearly in with the target audience they understood 68% they would like to visit the new area. Hooray for me! And 85% understood that we had a new shopping center so that was quite good. And then it was Milvart Brown who helped us doing this analysis and what they also showed us is this like sort of figure here where you see this they do like nearly evaluation of all campaigns in Denmark. All of them mostly, don't say all of them but they are like in this area boring like everyone else doesn't matter pretty annoying. That's where all the money is spent. It's in marketing that is like this. So we managed this time to go up and making it active positive so people thought it was interesting, funny, engaging and that's why people also tend to remember it and I hope that too. So video in Copenhagen airport next year, yes we will of course continue to use video. It's a great way for us to tell the stories and engage with our travelers who maybe is not going traveling tomorrow because we don't know when people are going traveling it's only the airlines who does that. So we need to inspire, entertain and create that feeling of want to go traveling tomorrow. That's the most important thing for us and luckily we had a lot of great stories in the airport to tell so we will definitely continue to hopefully also spame all of you with the great stories we have out there. So I just have one thing to say and that's the journey is on and actually it was meant to work and now it's working a bit. Thank you so much. Welcome Rasmus and David. Hello everyone for those of you who don't know us we come from the Danish public broadcaster called DR. We are sort of the Danish equivalent to the BBC if you come from out of town. We have a 36% market share in TV, 73% in radio and we do have a very large website with more than a million users on a daily basis across our website and streaming service and we reach 94% of the population on a weekly basis so we are pretty big. We are going to give you some stats today, some data, I'd love to talk about user data afterwards but I will start out giving some market perspective from our end how we see the Danish market and David will show you some cool videos afterwards. We actually just published a very big report today so I'm actually going to give you some numbers from that report. This is our perspective, the green one is going slowly down, the red one is Danish streamers, that's going up, that is sort of how the world we're in to sort of fix the generation gap because the younger viewers they don't know what Flow TV is and we sort of have to make them aware that we have some great content for them as well. This is the new market, YouTube is the biggest player in Denmark, they reach more than half of the population on a weekly basis. Netflix is second and we are actually number three in that perspective so that's actually pretty good. We reach more than one third of the population on a weekly basis on our streaming service exclusively. That's good but we need to reach more users and we need to reach them in different places and that's where video comes in. A very very important lesson within video is that you should probably make video for mobile first and you have the numbers here. There's actually more people accessing the internet from a mobile phone now than from a PC and it sort of changed two years ago. So almost 75% of the Danish population actually use the internet from their mobile phone. So when we think of video, especially short content video, we always think mobile first. It has to be working on mobile phones otherwise it doesn't make sense for us. So that's a very important lesson for all of you guys, it's mobile only. We also know that nine out of ten Danes they actually use social media and social media is an interesting marketing channel for us. That's typically where we can reach younger audiences that doesn't know what FlowTV is, that perhaps doesn't know what an old radio show is. So that's a good place for us to be, we don't have per se a social media strategy, we have a target group strategy where social media is a big part of that and the numbers for the Danish market looks like that. Actually we can see for the first time that Facebook usage is actually decreasing in Denmark. It's down from 65% daily usage to 63% among the population and for the first time Instagram is actually above Snapchat in Denmark, that's interesting as well. They have grown a lot the last year and Snapchat is actually at their peak right now in Denmark and the rest of the platforms, they don't really interest us. You could add YouTube here, I'm going to show you some numbers next. Basically we are interested in YouTube, Facebook, Instagram and Snapchat in terms of reaching younger audiences and I'm going to show you that right now. So as you can see we actually see a very large drop in usage among the very young ones, the 12-24 year olds, they are actually leaving Facebook now, down from 81% to 73% daily usage and Facebook is sort of growing in some of the other age groups but it's clearly that they have reached max right now. Same thing goes with YouTube, they are actually increasing usage across all target groups and especially the youngest ones are using YouTube more than ever, so that's an interesting marketing platform for us. Snapchat is losing their youngest user base in Denmark, down from 68% to 63%, 12-24 year olds daily usage and the reason Snapchat is still at their level is that we can see that the 32-46 year olds, they have discovered Snapchat right now, which is pretty funny. Instagram, an interesting platform as well, the youngest user base is at the same level as last year but we can see that especially the 25-31 year olds are picking up speed on Instagram. So that's just to give you an idea of where we are and our perspective in terms of using video on these platforms and David will tell you lots of stuff about how we do it. So over to you David. Thank you very much. So can I get everybody to give Rasmus an applause? So this was Rasmus' last presentation as an employee of DR, he's now moving on to the commercial world, working for TV2 next week. Selling soda to young people. So he's going to be selling soda and loans to young people. So thank you Rasmus. Okay, so this is video, five letters. I'm going to give you some insights on what we do in terms of video aimed at young adults at DR. I work as an executive producer for these two brands. For those of you who don't know them, P3 is the largest radio station, non-commercial for young adults, two million weekly listeners. DR3 is a TV channel. This year, next year it's going to be a digital brand. It is the highest performing brand on DR TV, our streaming platform. I'm only going to be talking about third party platforms. So none of the DR owned platforms. This is only going to be about social and it's only going to be about video. And this is more of a kind of a mindset thing for you guys to take away. We don't sell anything at DR, so I'm not going to give you any CRM tips or whatever. So this is going to be more information about how you can work with recruiting, how you can work with actually looking at holes in the market and looking to sort of turn your own products and actually turning things that aren't video into video and gaining through that. So just to give you an idea of what we're looking at in terms of social. So P3 is by far, this thing doesn't work anymore. So okay, now it works. So P3 is the largest public brand on Facebook, besides from the TV2 News that has 580,000 followers on Facebook alone. So we're trailing a bit with 530,000. We are mainly focused on these three platforms. As Rasmus said, Snapchat is not important for us. It's a peer-to-peer network that's closed and they're not interested in brands at all. In terms of DR3, if we get this thing to show the numbers, we're a bit behind in terms of what P3 is looking at, but we're sort of like bundling it all together. So now you know kind of what we're looking at in terms of numbers. So just to look at in terms of our video products only on Facebook, just to give you an idea of what we're reaching. Video views, 27 million video views in December alone for these two brands. Minutes watched, 23 million and interactions alone, half a million. So this is what we gain from just pushing out video in a lot of different agendas on Facebook alone. So just to give you an idea of what we're looking at in terms of innovation and how you can go into new markets, how you can actually go into new areas about video. What we had as an issue was that we have a lot of restrictions at DR. So we can't post videos that longer than five minutes. That seems completely random for you guys probably, but that's sort of an internal thing that we don't want to push the commercial market too much. So we put five minutes as a max. Can't do video on social longer than that. We can't do, can't go live. We can't use any of, where did that go? Okay, so it does matter. So I know what it's going to say. We can't use any of the new features of any of the platforms. We can't do viewing parties. We can't do anything else that sort of like seems a bit fresh. So we can't use commercial music as well because Facebook, for instance, doesn't have an agreement with Koda, which owns the rights for everybody working with commercial music in Denmark. So we have to use like upright stock music for that. And we don't do paid at all. So all of this is organic. So what do you do in terms of going away from what video looks like in DR? So this is just P3 alone. This is the core products that we use. We have videos that come from our studio. This is from the P3 studio. This is our main product. We also have videos that brand our hosts from P3. We have politics. We do satire on society. And we also do satire on politics as well. So if you look at DR3. Okay, so videos from the studio. Our hosts doing random shit on YouTube. Videos on politics. Mostly global stuff. Satire on society and satire on politics. So DR3. Satire on society as well. You kind of see the idea that all these videos kind of look the same. Our drama series. We have a very big sort of like impact on what we do with that stuff. We have case videos. We have actually satire on the case videos that we make ourselves. And then we have science videos. And we kind of had a need to sort of like stand a bit more out because the market is kind of saturated in terms of what video looks like in the social feeds you see around. So if you look at this thing. This is a video created by our science department that has to do with what your brain does in different situations. And as you see this is a hybrid product. It has both live video but it also has animation. And the animation is tracked to our actor Jesper's head. So this is actually what I'm going to be talking about. Animation. So we discovered last spring that we needed to do something different in terms of standing out. So we had some recruitment sessions that we were looking for VJs. We were looking for editors that did video. And we had some guys in that sort of they weren't the right match but they had. I was looking at one of the one woman who applied for one of the jobs. She wasn't really the right fit and she agreed on that. I looked at her Instagram profile and she did like really insane things in terms of animation. And I thought okay let's try and do something with that because nobody else is doing it. So we actually got her in. We got an intern in. So we thought okay let's try and put this to use. Let's try and do something with our podcast series that is sort of the equivalent of the evolution of hip hop, the Netflix series. This is the evolution of hip hop in Denmark called Den Nye Stil which is a P3 podcast. So this is we only have audio and we need to promote this podcast. And we can only do as much on P3 the radio station but we need to go out and create video. So we animated bits of the stories that these artists actually told. So this is something that happened in the 80s. We don't have any photographs of this. There's no content at all besides from the guy that tells the story. So we thought okay let's try this. So this worked really well on social. So for season two we went in a different direction. We created something that actually ran on TV as well. This is obviously inspired by Grand Theft Auto, the video game. But you sort of get the idea that you're in a 90s hip hop environment in Los Angeles. And this is really, really cheap video production that you can't do as real video if you get the difference. So we started working with different podcasts. So the one on the left is a podcast about being a sibling. What happens when you rival your sibling all life? So one sibling is an Olympic gold medalist. The other sibling is just random sibling. Doesn't really get any. So and the one on the right is about race and culture. And what can you I mean so we tried very a lot of different looks. So we got the woman I talked about. We said okay let's get her in. Let's see what she can do in terms of creating some video that's going to be something you haven't seen before. So this is sort of a we have these themes that we work around these packages around. This is about grieving. So this is a one week focus on DR3 and P3. So this video tells you working with insights and with all the stuff that the Rasmus department does, what can you do to somebody who's in a state of grieving? So this video alone was very easy to make. It was very easy to use on different platforms. I'm only going to be talking about sort of numbers for a specific video just in terms of this one. So what can you get out of doing a video like this that takes very little time? So I'm going to this is just the actual screenshot of the post, the original one. There's sort of a tendency and when you talk about social that people just make up random numbers because there are so many of them. And maybe it's not the intention but I kind of want sort of everybody to know what the actual numbers are. So this video alone was shared 11,000 times, was served in News Feed 1.5 million times and if you look at the interaction level it has 95,000 interactions even on the completely random LinkedIn platform which is not something we sort of try to engage young audiences at. This is the previous record holder on LinkedIn. This is us winning an Emmy. 700 likes. This is a video that we created that has twice the amount of engagement. And so now there's a quiz. How much do you think this video cost? No one? Random number? 15,000? 1500 Kroner. So I'm not saying that everybody just has to crawl into animation but it's sort of a mindset that try and sort of you don't necessarily have to do as you talked about Franz with the Novo Nordic stuff. You don't have to necessarily do the completely high production video in terms of actually making an impact. So we thought okay let's move video onto Instagram stories and use the animation. So this is the same woman now inspired by what I saw her doing on her dog's Instagram profile. We moved that sort of that mindset onto the R3's Instagram profile. This is sort of a gamification versus insights work with actual video and animation. The one on the right is made for drama series called Doggy Style. So it's sort of about what happens when the person you like doesn't like you back. So what happens in your head? And we turned that even into more stuff. And it's not that we sort of create sort of random sort of meaningless stuff. This is about very serious topics. So this is about grieving, this is about sexuality, instant loans, economy, finances. This is about anxiety, domestic violence and even more anxiety. So it's really tough sort of the topics are really really hard and it's hard to get people to engage with this if you use text or use regular video, if you use still photography. But if you sort of use the platforms in the sense they're actually made to be used, you can actually get people to engage with your content in a total different level actually using something like animation. And we thought okay why the hell not try and see if we have some existing products that we can turn into videos that aren't videos. So this is still photography. We use that to, we have a, the government tells us what we have to do and we have to do stuff that is about discovering new music. So these are two different aspiring artists in the sort of the urban environment. So we thought okay we have these still photos, we have these still photos. Let's see if we can turn these into videos. So this is what they look like if you actually, this is just made from the actual still photo. So now the smoke moves, the background moves, you're not going to get much from posting a photo on any social platform anymore. But now we have video which is actually a photo which doesn't cost anything to make if you have the right talent. And you can do even more of that stuff. So this is what you look like and now this was turned into Instagram storage which pointed back to DRDK which is our main website where the stories about these artists, where you can listen to the music is. And now we actually sort of bundled these two animators together and they actually got to create a character each. This is about, there's a series on DR3 running about four young females who are struggling with being extremely angry all the time. And this is sort of what happens in the head of a person when you escalate a conversation into actual assault or whatever. So we sort of bundled them together and this assault something that points back to that You can innovate without actually having the finances to produce really, really high end videos. You actually use existing products, turn it into video, but you have to have the mindset about something like you can really turn anything into video. And I think maybe something turns up like this and that was the end. So thank you so much. I'm really glad that I'm the last one because I think you've had a few of these. So I get better and better as the night progresses. So that's super nice for me. Yeah, so my name is Chris Covernus. My friends call me Cubby. I run a digital ad agency here in Copenhagen. We're pretty new. We're three years old. I'm going to talk to you guys about surprise video marketing. This is us. We're three years old. We're about 17 people now. So we're growing pretty fast. We've been privileged to work with some of these guys. Actually some of the people in the room as well. We've also done some stuff for Copenhagen airports. So you can see here, Jabra, Kohl Plast, Fitzer, DFDS, NNIT, some of the large brands in Denmark. So we've been pretty lucky to do this. But what I really want to talk to you guys today about, so what is it that you were actually looking to produce? Before I get really into that, I just want to sort of, I mean, I think you guys all get it. Video is massively important. If we look at some of the latest numbers or the sort of trends and who knows if this is reality or not, but basically a lot of smarter than me people are saying that video is going to represent about 82% of all IP traffic by 2021. That number is startling. Like in two years, 82% of everything that we're doing on the web, on our phones, on whatever is going to be video. I actually think it's probably correct. If you look at your own user behavior today, you're probably spending a significant amount of your time consuming video. Who believes this number? All of you, but you don't watch porn. What you watching? Right? Anyway, but video is everywhere, right? We know that. YouTube, Facebook, LinkedIn added video this past, what, like seven, eight months ago, maybe that, maybe nine months ago. Snapchat, the dying brand of Snapchat, had it musically. TikTok, which is just exploding now. Everybody wants video, more and more and more video, which is great because video is a fantastic medium. Video, we can tell a lot of great stories, but as more and more platforms do this, it gets harder to cut through that noise. I mean, DR said, I mean, everybody here has basically said the same thing, like, how do you cut through that noise? And that's what I'm here to tell you guys. I'm here to get your guys' video marketing to this. Because right now, for a lot of you, if you're like me, it feels sometimes ... Aw. Sometimes I feel like this when I've posted video or I've done video for somebody and it's just not working. You're like, oh man, I just want to take a nap. There's four Able's, as I say, when it comes to video. Is it searchable, which is largely a YouTube thing, or even an Instagram for the explore feed or going after any sort of thing where people are like busty Asian girls, people are looking for that kind of stuff, who like mustaches, of course. Is it clickable? Is it the instant that I see it? Like I'm scrolling. All of us are scrolling our lives away on Facebook or Instagram. So is it clickable? Do I instantly want to click on it? Is it enjoyable? And there's many forms of enjoyable. And then is it shareable? These are the sort of things that I look at when I go through video productions or videos that we do or looking at other people's videos. I say, okay, is it these four things? And there's a lot of things you can do to make all of these things better. One of the things that you have to consider is this. And I don't know if you guys fully believe this. Who believes that attention spans are at an all time low? But a few of you. Okay. This is a yes and no. Because I believe that attention spans for shitty content is low. And everyone's got a really good shit detector right now. We can see almost instantly within the first three seconds if something is worth our time or not. So that's very important. So I don't think it's that our attention spans are low, but our attention spans for shitty content are low. Because if attention spans were really low, we wouldn't be doing this until 3 a.m. watching House of Cards, right? We could sit here and do that and watch Game of Thrones and do this and do tons of YouTube videos and all that kind of stuff. And it's not really about attention spans. It's about how our attention span is for shitty content. This is how people are scrolling today's, folks. They're not slowing down for anybody. So you really have to stop the... He's clearly doing Tinder. Right? He really wanted to swipe right. So you have to stop the scroll. So some of the things that you can do to do this is think about the audience and think about what people are consuming, right? I really am super interested in what gets popular. What is pop culture? Why are things working in the web? Why are things working on YouTube? Why are things working in Instagram? And a lot of people will sit, it's a mindset thing. They'll roll their eyes. How many people have caught themselves looking at something that's done extremely well and you roll your eyes and you're like, oh, that's complete crap. Why did that get... There's somebody who has their hand up back there. How many people have done this? How many people have looked at something on LinkedIn or on YouTube or when they're like, oh my God, why did this get a million views? We've all done it, right? And we kind of like scoff at it and we roll our eyes and we stick up our nose at it. But I've really worked hard to try to train myself to go, why? Why did this do well? And start to reverse engineer it or analyze it to figure out what's actually working here. So Instagram is a good example. If you look at stuff that's done really well there, there's some red threads or there's some things that you can really take away from it, which is it uses sort of high, I would say like bold text. It uses something like a question or uses something that it wants you to click on it. One of the clickable things, right? So would you spend this much on this jacket? You instantly want to go, what is this jacket? Is this jacket that nice? So you instantly start to, your brain starts to fire away on, oh, maybe I should check this out. Or what did Pomegranates ever do to her? You instantly want to know why is this happening? Do you agree with him? Now these are all question ones, but man explains valuable life lesson using two letters. Okay, right? I mean, when, okay, this is an easy one, want free iPhones and Macbooks and all that garbage, right? This cop couldn't hold it, ha ha ha. But I use these and I go, okay, how can we apply this to our clients? How can we apply this to the videos that we're making? Because clearly this is working. So what are the elements? It's okay, it's using text, because we all know we're scrolling without sound on. It's using something that tweaks my brain. It's using something that's in my mind to go, okay, I need to connect the dot. I need to find out what this actually is. So it's using some mystery. If anybody watches, you guys like David Fincher? Anybody like David Fincher, the director? Watch some of his stuff. I saw a really good video essay on it where he talks about how David Fincher, when he uses the camera, he really makes you want to know what's on the other side of somebody. Like if an actor's looking at something, you want to know what are they looking at. Whereas some other actors, or sorry, directors might show you what they're looking at first and then show you the actor or the actress. David Fincher throws it around and says, no, I want to show you the actor reacting to something first so your brain goes, what are they looking at? And that's what you have to kind of do in social, is you kind of have to tweak the brain to sort of say, what is actually going on here? So being bold, use of text, use of captions, colors. The first three seconds matter a lot. So you have to stress test your content and say, is this actually meeting these demands? Here's an example of something that I've done that's similar in that zone. I'm using a lot of bold color. I'm saying, what does marketing and sex have in common? I'm using a lot of sex things. I'm sorry, guys. I didn't mean to. This is just how my presentations end up being. I don't know what's wrong. Maybe it's because I'm married. I don't know. There's something wrong with me. I'm getting it worked out. Okay. But listen, let's just quickly watch this and you can sort of see I'm putting all these things sort of together, right? I feel like advertising is a little like this. When I go to my wife and I say, hey, honey, you want to have sex? The chances of conversion are very low. Very fucking low. Like very low. But if I come with this, if I come with some flowers, I get a little bit closer. If I come with a cupcake, I'm getting really close now. If I put on some Barry White, things are probably going to happen. So I really think about brands need to get into this zone because I think a lot of brands are doing, hey, honey, you want to have sex? And the instant answer is no. Specifically for the younger generation as well. They smell bullshit from a mile away. They're used to advertising. They're used to being bombarded with messages. You know, you got to get away from that. You got to get above the noise. Some of the ways you can do that is being very smart about advertising, communicating, and marketing on Facebook, Snapchat, Instagram, whatever those platforms are. New ones that are coming up as well. So, and the growth hack is actually this. If you all wanted to know like how to bypass the flowers, the cupcake, and the Barry White, just come with a nice bottle of wine and you can kind of bypass all that kind of stuff. But there's, so when we put some of these things together, being bold, use of text, I think that a good sort of way of doing this is actually going into the platforms that you're going to be producing stuff for and doing a search on what it is you're actually producing first and saying, okay, what are the top things that actually pop up? Because these are typically the most popular. And if I want to compete in this zone, if I want to compete for clicks, how can I compete for clicks in this? Right? So looking at the thumbnails, you can also do it with Instagram and the Explorer feed. You could say, okay, today we're producing a video about shoes. Right? Why don't I go to the Explorer feed, type in shoes, see what the hell is coming up and say, okay, if I want to compete against all of these motherfuckers, how do I do that? How do I create my content that sticks out in this? Because that's where you guys are basically having to compete. So this is a very, these are such great things that you can also do this in Facebook. You can do this in all the platforms. You basically just do some searches for whatever you're producing and saying, how do we stand out in this noise? It's like back in the day when product marketing people wanted to produce the best package, right? They would go down the cereal aisle and they'd say, okay, here's all the cereals. We got Cheerios, we got oatmeal, we got cornflakes. And they could say, okay, if our package needed to be really out there on this shelving, what do we produce? And that's what you guys have to do. You have to look at your video as a product on a shelf. How do we make it stand out on that shelf? Now that they've clicked on your video, let's say we've crossed that bridge. One of the cool sort of elements that I like working with is either the passive story arc or the active story arc. And there are two different ways of sort of looking at video productions, a lot of, well, a lot of all stories in general. But sort of the, I don't want to say old school because I still think there's a large place for sort of the TV style or the movie style where you're kind of, you're leading in, you're building up to a climax. You have a big climax reveal and then you have like an offer, like this is advertising, buy now and then you might have your branding, your logo at the end, right? So you typically have this sort of character or story arc that's a bell curve. This is a standard story arc. What if we cut that story arc in half? What if we started at the climax? And you'll see this actually, if you start looking at more and more advertising, they're taking parts of the film or the parts of the video that they're creating and taking it at the climax and actually pulling it to the front. And they're showing you the good stuff early and then they're going to build back. They're going to build back that other stuff. So they've realized that, hey man, we got to grab some attention. We can't start with like a big drone shot. You know what I mean? Like we, that's just not going to grab people anymore. We have to start with the juicy stuff. So if you started the eye catching visual or the, it could be even eye catching sort of story element, whatever it is, then do some sort of subtle branding or some things like that, a big reveal or a climax or not a climax, a resolution, as they say, and some quick cuts to the end. Then you have a much more attention grabbing piece of video content. Does everyone understand this? Is everyone alive? Good. I haven't bored you guys enough. Someone's dead. There's been a few of those tonight. There's actually a, it's like a musical chime here. So Gap did this, this ad campaign that they did this kind of web series two or three years ago where they were introducing some new jeans and they wanted a cool creative way to do this in social. And this is kind of what they came up with and see if you can pinpoint the sort of, the sort of using of the half arc. If we want to call it that, the, the action story arc, see if you can pinpoint that. So this is a trailer. Do you guys want to see it again? It's really good. I think it goes by so fast, but like, and if you notice actually there's jeans in almost every scene and they really actually like focusing on the jeans and it's so subtle, but it's so great. And what it's doing is like, it's showing you a preview of the series to come before you even see it, but it's really doing it in a, in a very smart way. So this is, this is, I think the kind of good content that's good for social, right? It really grabs our attention. Someone getting dressed or undressed is always going to grab attention. Let's just be real here. Right? So I mean, that's, and then the way they produce is where they're showing you, they're bringing the sort of action points in, they're doing some subtle branding cues. They're not overtly shoving the product in your face. They're actually using it in the story, which is a fantastic way to do advertising. And it just works. You want to see this 12 part series. Now, one of the things that I've heard here actually, which I think is very, very, very, very smart, a lot of people talk about quality content. And I have a problem with the phrase quality content. Not because of high production values or things like that, but a lot of brands will say, we really want quality content. And I ask them, what is quality content? And typically it means like high end production. But I say like, okay, but for me, quality content is content that works. And very rarely is production and something working tied together. In fact, like Frans said at the beginning, you know, there's a little bit of inauthenticity. If you go too high production values, is Frans still here? Did he leave? That bastard. Anyway, so actually production value has very little to do with actually quality content. So produce stuff on the fly that works and you're checking your data, making sure it works is what I consider quality content. The other thing about quality content or produce content, lower end production is that it feels timely. If you see a video that's shot on your iPhone, because we're all walking around with like 4K cameras, people are more receptive to it because they feel like it's breaking news. They feel like it's timely that it was shot today that I need to see this. We're all afraid of missing out. So when we see something that's a little bit like shaky cam, low cam, you know, stuff, we instantly say, oh, this is something right off somebody's phone. It's just been produced. I need to see this now. So keep that in mind. Going live is also a big trend in video today. How many of you have gone live on video like live streaming? I wish more people would dive into this because I think it's a fantastic area. It's about that fear of missing out thing, right? When you're going live, people think that this is happening now. I want the information now. So it's a part of that sort of fear of missing out thing. And you can do a lot with live video today. So don't be afraid of doing that. And if you don't even need to create the content, a lot of people are scared of going live because they're like, what the hell am I going to talk about? A lot of times you can do ask me anythings, just getting questions from the audience. You can send us your questions in the comments. We'll answer them. So if you work for a brand, like say you work for Meta's or you work for sort of any fashion brand or something, there's a lot of people that maybe have questions about, hey, what's happening with this color trend? Or what's happening with this? Or hey, I set myself on fire with your products. What could I do about that? There's a lot of fun stuff like that. One of the things that you can do to tap into this and produce better content and get more reach and get more views is think like show business. So one of the things that show business or TV or movies has sort of trained into us is release times at a specific time. So if you, for example, are a brand and you want to produce content on a regular basis, that's a very good strategy. But then have that in mind that you want to produce every Tuesday at 12 o'clock, this piece of content is coming out. And you're training your audience to come back and view your content. Because the trick here is that there's so much noise and there's so much stuff you've that you can actually train your audience to come back to your content. You can become like a destination within your content like IKEA is. We don't just happen upon IKEA. It's not like we're just walking around, oh, that's IKEA. Great. It's like we actually have to physically go there. You have to create content and create schedules and be consistent so that people go, okay, every Friday at noon, I know this is coming out. I'm going to go check it out. One of the things that I want you guys to be leery of as you pursue more video marketing is inflated view numbers. I'll be quite honest with you guys, all social media is lying to you. They're fucking with us. Like literally, they're literally fucking with us. And I'll show you why. Because here's the sad thing. I might put up a video for myself and look at the view numbers and be like, wow, I got 892 views on that video. That's fantastic. I'm so proud of myself. I'm going to call my mom. But the truth is when you dig actually into the numbers, and you can use platforms, of course, like 23 and Facebook and stuff like that to get into it, you can see that this 892 views of the video is only like three seconds, which is dog shit. We can all say a three second view is dog shit. We can't do anything with that. It doesn't mean anything. So of course, LinkedIn has the numbers. Of course they could actually give me the real numbers and say, hey, actually, you know what, that was 800 three second views and one 10 second view and one minute view and one 24 hour view because somebody fell asleep at their desk watching your shitty video. They could actually tell me this, but they don't. They have the numbers, but they won't because they know that this little trickery here is going to continually reinforce that I should make more videos for their platform. And all platforms do this. They don't readily give you the numbers. You have to dig a little deep into it. So please watch out for this. It's important. And if any of you who are working for ad agencies or stuff like that, please train your clients also in this because sometimes they come with these big numbers and they're like, they're so proud of it and they should be proud of it and you should be helping them get there. But you have to instill a little bit of reality into this so that they also understand the business metrics around this. One of the trends that's coming is actually longer videos on Facebook and YouTube. It was supposed to be YouTube. We're just seeing more longer form content on all these platforms. Can anybody tell me why Facebook wants longer video? Who said what? Advertising, advertising, advertising, advertising. They want to show more. Traditionally, Facebook has been 30 seconds to 90 second videos and they want to show longer ones because seeing an ad in a 30 second video that's 15 seconds of ad is probably not so nice. So they realize that. So they're also competing with YouTube. So just keep that in mind for your clients or for yourself. Longer videos are working better on those platforms. Gifts. Now, okay, obviously this is not specifically a video thing, but I think it's important to note that GIFs are exploding. How many people are using GIFs in their marketing? Quite a few of you guys. I did this poll a year ago and everyone was like, no way am I ever using GIFs in my advertising or my content marketing. But GIFs of course are giant and you can actually use platforms. I'm blown away by these numbers and this is probably a half a year since I updated these numbers, but Giphy, one of the biggest GIF search engines, 300 million daily users and 1 billion GIF search today. These numbers are close to being one of the biggest social media networks now. That's crazy and nobody thinks of it as a platform to get your brand out there. Not nobody, but not quite a few. So creating video content and then turning that into GIFs, seeing what you can actually make out of it is a very smart strategy going forward because people will be searching for stuff here and if your brand is related to, I go back to shoes or whatever you're selling, then you'll most likely want to be in places like this. Here's the other thing that I really, this is actually Tinder, this is how, anybody wants to buy this, I have some in my car. $10, no I don't have any more, I sold out. Here's the thing, most companies when they're doing video, they're really not thinking about mobile, they're really not. They're really not thinking about the format, the vertical video, they're not thinking about the time that people are spending, they're not thinking about how to capture attention when scrolling, all those things that need to be in here. So please be super aware. We work with, for example, I'll just say, most video directors or video editors, what are they working on? If they could work on this, they fucking would. Seriously, it's the biggest screens ever and they're editing in this sort of size and then I'm like, but guys, it's gonna end up like this. It's literally going to be this size. The text you put on this is not even readable. So a lot of times you have to train for this sort of style and I have some video guys here, sorry guys, you're awesome, I love you. I love you guys so much, you know that. But sometimes you have to remind people that hey, this is for literally somebody's phone, so please make it work that way. Two minutes, I'm fast. That's what my wife says. So vertical video. Vertical video is huge, it's massive, we all know that. If you want some stats, there's a big study done on sort of vertical video ads within Facebook. Vertical video managed to reach 58% more people than horizontal videos. Horizontal video ads, which actually get less exposure, are 63.5% more expensive than vertical video ads. Run vertical video. I'm not gonna say it, everyone say it. Run vertical video. Run vertical video. Now the girls. Now the guys. Oh my god. We're so fucking doomed, guys. We're so doomed. We're dead. Vertical video gets 28.5% more post reactions than what horizontal video gets and vertical video gets 39% more shares. So think about that. Here's some vertical video examples, but we don't have to see those. How to milk your content, okay? I think some of these other guys have covered this before, but basically we like to use the content pyramid, which is have longer form video content, split it up into micro content, so repurpose it, distribute it across. Get a picture. That's a good one. So create short form, like memes, images, quotes, stories, mashups, remixes, just basically remix all of your shit, distribute it across your channels. Here we go. Listen. Here's the big part. Listen. Listen to what people are actually saying about it. Listen to what people are actually doing. Use the fucking data and say, okay, we learned something. We're gonna recreate it or remix it for next time, because we've gotten smarter, and then redistribute the next stuff after you've done this, right? So use your community, use your social stats to figure out what's working and what's not. You can even go in to find out where do people drop off on the video, where do they react more to the video, all that kind of stuff. Use that data to produce better content. One last tip. This will take your shit to the next level, okay? Think like Hollywood. What does Hollywood do? They do this. They find a vehicle that works, and they keep doing it again and again and again and again. They keep tweaking it to get better and better, but they literally, what are we on, Transformers 20 or something? Michael Bay's in a wheelchair. Here's the thing. Find out what works and just do it again. Oftentimes as marketers, we move on to the next thing without actually learning anything from the previous stuff. We actually just start producing again and again without actually saying, wait a second, this worked. So if you find a video format or you find a content platform, you find something that works really well, most times you just have to keep doing it, right? Build it into a show, build it into a webisode, build it into a property that you can actually leverage later for branding and for business. That's it for me. Thank you.