Paolo Campagnoli, Head of Video - Growth Tribe Academy

My name is Paolo Campagnoli, and I'm the Head of Video here at Growth Tribe. Growth Tribe is an educational company, we have been founded three years ago, and since then, we grew a lot from free purple to 75 and free dogs. Basically we are an educational company. What this means is that we notice a lack of digital skill set in the market and we thought that educating the market was obviously the best way to fill this gap, to bridge the gap between what the market actually needs and what standard education usually gives to the market. We notice how attention span is really really low right now and what does it mean? It means that you have to enhance a little bit the quality of your product in order to reach the target and in order for them to actually keep the attention. We have an online learning environment in which we upload all our videos and it's super powerful because similarly to video marketing platform you have all the data, all the analytics that we can study on like where the biggest drop off for example or where you can improve or when people maybe watch that video twice the same person in the same session maybe gets back so maybe it means that you were a little bit too fast in the delivery so maybe you have to correct that and this kind of stuff so the analytics allows us to inform the final product. And so we start working for this every time so every week as for the course itself every week we work we sit down and decide what we can improve but we can do that only because of analytics because we read the data because otherwise everything is good. We are trying to evolve in that sense as well so we are trying to do webinars because we saw that they can actually work. So the point is about your business so our business have a huge impact towards people when they actually see people talking so that's why events work a lot because during the events seeing how we deliver the information that we give is a moment of wow what we call the wow moment and that wow moment is the fact for which we have so many clients because they say okay you are an educational company most of the educational companies are slow, rhetorical etc. When people come to our courses and see how practical we are how fast we are how cutting-edge we are they are like really wow this is amazing. So the webinar a video in which you experience part of this method of learning and teaching is really anticipating that wow moment before so everybody is trying now to push a lot the webinars for this reason because it's really a moment of wow for everybody and it's the most powerful thing that we can we can give to our clients so is what we are trying to transmit and webinar is super powerful in this sense especially if they are live. We're also trying to do something like more evergreen so always online. Webinar. Yeah exactly or yeah there are some companies that are in our same environment that are using webinar as well I think also sometimes in a more proficient way so I believe that we should start with that as well. Sometimes it's really difficult to get people in front of a camera I know that because it's difficult for me that's one of the reasons why I'm behind the camera usually no but jokes aside it's difficult to get people in front of a camera but I would say that there are a couple of tricks that I'm they are not tricks they are just like basic understanding that came from six years experience now and the first one is never force someone so there are some people that are more than happy to fight the content but maybe they don't want to be in the content and so be respectful for the people that don't want to be in front of the camera. Because forcing them maybe you are able to convince them to do so maybe the result is going to be really terrible. So this is the first thing be respectful to the people that you have in front of you and the second thing is yeah just make them comfortable during the shooting not put them pressure which is something that is very difficult because sometimes for example you have in front of you someone that have not much time etc etc and you try to put him in a situation which you feel pressure so just again be respectful and understand that it's not easy to stay in front of the camera and and yeah just work with their problems let's say so sometimes you see that for example there is a phrase that is not working try to stop the camera go next to them and re-write the sentence there are some words that are fundamental that they cannot change but there are other words that you can change so if you have a script in front of you and you see that that phrase is really like uh it's really difficult for them to say just sit down with them and change that phrase another thing that is really more on the editing side always use two cameras so that with the change of the camera you can give the impression of a continuous recording whereas it's not so for example if i have to say two phrases or a really long phrase i can split it and if i have two camera so i says i remember like i read it i memorize it i look at the camera i say that phrase um i interrupt the phrase in the middle i read the second part of the phrase i look at the camera again and but if i have only one camera i'm gonna have that little gap a few frames that is gonna give me the idea of non-continuous recording if i have two cameras the continuity would be way more the continuity would be way more um high so for people that are not used to stay in front of a camera maybe they get embarrassed they are not able to recite an entire script a script or an entire paragraph of a script then you can do that so look at the competition is the first thing the second thing is be funnel oriented like always think about the funnel even in a chart there is a funnel right funnel is not just a marketing thing that you have there and as a market here you like enjoy to read analytics about the funnel it's not like that funnel is something that have been systematized but is cross is an holistic approach to business even when you are trying to recruit someone you are using a funnel because you start from they don't know you as as long as you are not nike or coca-cola most of the time people don't know your brand maybe and then they're interested in the job but then they have to do a decision as well am i a cultural fit for them i'm interesting for working for this company etc so you have all this question that you have to answer and then start from the question that you have to answer obviously a super important question cannot be treated as a stupid thing so you cannot do a i don't know i'm too ironic of a video because you are talking about something that it's important for the person that you are talking to so like the the object requires a certain type of method to talk about it so if you have clear object so in this case the object is the question the problem the pain that you're customer has that your potential new employee has well go on that and you can find the perfect fit for the video you just have to look at what are at your clients at your potential new employees and see what they need and from there you can come up with an idea it's really i have the feeling video marketing right now is super crowded so i see a lot of the same thing repeating all over again all the videos look the same maybe also mine i'm not saying that i'm doing something completely different but what i see in the market right now is that the the need of video have created a sort of monster monster a monstrosity in the market in which we see everything the video looking exactly the same except except for some videos that have obviously biggest budget etc etc that obviously has to be different but think about car like car video car commercial are all the same and future it's because city a car that is driving through the city and then someone changing the gear someone breaking like is always the same i don't say that it's not cool i just say i just want to say that i if if you cover the the logo no one is ever able to say this is howdy this is fiat this is a porsche this is maybe from the style of the car you can understand it but this is the situation right now and so all of my prediction that i would have done five years ago are completely wrong so i'm not an astradamus obviously but what i can see right now maybe not in the next five years but this year i started to see people thinking more all around her as video so video as an holistic type of thing so something that can inform all through the business and i think that from there i'm curious actually to see what is going to happen because obviously if you're approaching your hr team or your operational team you have to have different ideas from a classic marketing campaign for example like video can really evolve you know in so many ways that is really difficult to say just one thing that is going to happen so what i what i see is that video is becoming really like number one method of communication for everything even i personally use way more videos even on whatsapp to communicate with my wife or with my mother or with anybody with my friends audio or video depending on but the reading is going to go down and down probably and so i don't really know what is going to happen there are some trends right now like 360 augmented reality i'm a little bit scared of some of these possibilities personally the business the holistic type of thing is the most important one and the fact that we are going to lose probably other type of communication in the future so i don't see much use of static image for example but i might be wrong