View transcript
Hello and welcome back to VideoDays 2025! Quantity is actually the foundation of quality because you don't know what quality is until you've tried and tried a thousand times. You have to put stuff out there and look at the data and the signals. What works? What doesn't work? Video ultimately is this incredible paradigm we're living in together with the computer and the internet connects us all. Video being the possibility to teleport yourself. Now if I say wong instead of zing, I imagine the first wong probably suits this. What about this? Kaka kaka perhaps. Now we have zing zing zing. So it's a bit silly but the odd thing here is that these are just merely lines on a screen assembled. But they have an inherent sound which is super odd. If we agree on how abstract things like a simple shape on a screen sound, you can start to see how we can actually form branded sounds. Take abstract things like brand value. We can actually convert those into sonic identity, into sonic assets, into sounds and music and all that. You shouldn't be limiting yourselves in terms of the video duration. You shouldn't be buying into dogma of saying we need to be shorter, shorter, shorter for the sake of being shorter. You probably want to be producing the kinds of videos that make sense at the duration they are. The way we can turn a complex product story into an engaging one is by following these three steps. So starting with the product, selecting a key element, following that argument through, and then crafting the emotional proposition. Think about building assets, not content. Again, a perfect example is this is me last night taking five, six different things that we've made, chopping them up and putting them into a presentation now. Again, proving the sustainability of what we're talking about. What you want to not do is be one and done. It's just stuck on a hard drive somewhere and is never used again. That's not cool. The average duration per session, which is the login time, basically, 38.3 minutes. If they're watching a video compared to 15.7 minutes with only like written content articles. Yeah. And the generic sessions where they don't consume any kind of content is 11.2 minutes. The longer people stay in your store, the more likely they are to buy something, right? Companies that tell their story. And they tell their story compellingly will win. Storytelling is all about clarity, not complexity. And keep your message as simple as possible, but make it very memorable. And finally, invest in video content, invest in video storytelling now to stay ahead of the game, because the companies that master these skills first will have a huge advantage in 2026.
