Episode 5: How To Get More Customers With Video Marketing
December 7th, 2020 | Podcast Episode
Pound for pound video is proven to drive more customers to buy. The question is how do you approach video? What kind of videos? The answers may surprise you. There is a system you can use to increase your sales with video. Ben Amos from Engage Video Marketing Podcast joins us to explain how to use video and how to make them. Inside this episode is an exciting real world example that he breaks down what was done well and where the video could improve.
Welcome back to growth hack where we break down marketing channels, such as Google, Facebook, Instagram, and show them how to make them work for you. Over the past four episodes. This season, we've looked at the state of digital marketing. Why digital marketing often fails how to build the target audience, what type of content and where you should market that content today's episode, we will be getting into the weeds about video. Social media has changed marketing in a big way. And the demand for video content has dramatically increased. At this point. Video is almost a requirement to market effectively on these platforms. The challenges that businesses have is that they don't have a video production staff at the ready. How are businesses supposed to navigate these waters?
Today we're interviewing Ben Amos of innovate media and the host of engaged video marketing podcast. We discussed strategies on how to build video for each step of the consumer journey, starting at the top of the funnel all the way down to the bottom of the funnel. If you're new to this podcast, we promised our listeners real world campaign examples.
In this episode, we deliver on that by getting Ben's commentary on a top of the funnel video. Welcome Ben, how you doing? Can I, Julian? It's going well. How are you? You're in the future. Aren't you. That's right? Yeah, it is tomorrow. Your time zones are weird, right? A little bit, a little bit. You're in a, what part of Australia? So I'm in Queensland, Australia on the, on the East coast and yeah. It's well, it's coming into summer here as well. There you go. So you guys got great white sharks over there. Okay. There are. Yeah, we don't see them every day, but they're out there somewhere. Nice. Lots of things to kill you down here. Oh man. Oh, shoot. Well, thank you for coming on. You and I have had some really interesting conversations around organic. We. On this particular podcast and what we do at poppy digital, we focus a lot on paid. And I think what we're going to be talking a lot about today is organic. So I'm really, really excited before we crack that open.
I'd love to kind of hear, how did you get started in video marketing? Yeah. So my, my journey into, into video marketing and video strategy that I work in today really comes from, from video as a background. So, you know, ever since I was a teenager, basically I was interested in video creation. My dad had an old video VHS camera with, you know, the big old thing that you had on one shoulder and then the recording device was on the other shoulder.
And so, you know, I, I kind of grew up. Mucking around with video content creation back in those days. And that led me into, into teaching video and film and media in high schools. And did that for seven years, but then just wanted to get out there and sit and actually start creating content myself. So I kind of left the comfort and safety of teaching behind and started my own video production business.
And just got out there and started making video content for initially for weddings. So I was creating wedding films. Did that quite successfully for a number of years. Paid the bills, right? The business somewhat successful. And then I moved into creating video content for, for businesses and brands around our local area. What that ended up leading to was a realization about about five years ago, that what we were doing in producing video content for businesses locally, we were probably failing them somewhat. Mm. And what I mean by that is we were delivering video content and everyone was happy with the videos that we had created. Our clients were happy. We got paid, we moved on, had gone fine the next video production client. But then I would check back in on what that client had actually done with that video. And all they'd done is in one particular case, then just uploaded it to YouTube and send an ambassador like 34 views in six months. And clearly that didn't return on the investment that they had. Outlied on that video content. So it made me realize, you know, as I kind of saw this more and more with the clients that we were working with, that there was something missing and that something was a video marketing strategy and we weren't delivering that for them.
They weren't doing that themselves. So I realized that we needed to change and that kind of kicked off for me, this movement into video strategy and video marketing. And now six years later, that's the core of what we do in my business. Well, you know, it's really interesting. You mentioned seeing that, I don't think a lot of creators who specialize in production, they don't recognize that they're looking for, as you said, they're, they're looking for the next project.
Whereas if you were able to help the client on the distribution side, show a KPI show, a result, the client's going to come right back. Right. Maybe not next month, but maybe next quarter, right. Or several times throughout the year. And it was really, really interesting is because I came about it from a distribution standpoint.
I knew how to distribute everything really well, but I didn't know how to do video production very well. And when I mean not very well, I didn't know how to do it at all. I had never done it. And what I quickly realized is creators production companies. They didn't know how to get a client to come back.
Typically their client cycle was one client would come back to them every three or four years. And I mean, you know, it's hard to pay the bills when you don't know what, when, where your customers are coming from. So I definitely, you and I. Definitely saw. I mean, I think that's why we get along. We definitely saw something happening and, and, and started building our companies in a way where it addressed these things. So what's really, again, again, what I, what I really like about the content that you put out and what I've heard you and you've talked about, and what we've spoken is. How much do you rely on the organic side? Because frankly I can't move the needle unless I'm doing paid just myself. So I think I'm going to learn some stuff from you today.
So we can crack this open seven ways to Sunday. Let's just start. What are you guys doing on the organic side? And just start there? Sure. I mean, what it comes down to and what you're touching on there, Julian is that. The, the desire and need for video content in the world of digital business or doing any business these days is, is increasing dramatically and continues to increase every social media platform is a video platform. And because of that, they, the need to create more organic content. Using video as a medium is just, it's something that every business feels. And obviously when it comes to paid strategy, He's paid is just really a way of moving people quicker through to, to a result, really sure. But when it comes to organic, you really need to think of it as the slow burn.
It's the undercurrent of content. That's going to help build relationships with your prospects and your clients, your audience over time. And the way that we look at organic video content in a strategy is about understanding the customer journey that the customer is taking, whether or not you're communicating to the customer or not.
Okay. So the idea that a customer is moving from a realization of a need that will eventually lead them to make a purchasing decision, whatever that may be. And then after they make that purchase, that journey continues into that phase of advocacy and loyalty, whether they buy again from that cust that company. Right. So when you're going to map out that customer journey, we can really clearly see. Across that full customer funnel, that there are different ways to use video organically to reach and communicate to your ideal audience at different stages along that journey. So at it's kind of at its surface level, that's what we look at and how we approach video content organically for a business.
It's about understanding the journey that people are going on to buy from you and talking to them in different ways, using video and different platforms for video across that full. Full funnel. Right? So I have two questions that are looming in my head based on what you said, the first thing really, really, I really try. And I'm like trying to hold off on it. Cause I, I think it's its own part of its discussion, but let's crack it open for a second actually. Now I think about it. How are we tracking results and how are we showing our clients that there is a benefit to doing what you're doing? Sure. Look, I think what it comes down to with organic is that the metrics that matter at any different stage of that journey that we're talking about, that the customers going on are going to change based on the types of content that you're going to be releasing. So, and we can unpack this further and probably, you know, we will get further into this in, in his interview, as well as the idea that in its simplest form there. I guess maybe three main stages of the marketing funnel, right? And typically that's broken down into the awareness stage, the consideration stage, and then the conversion stage.
So your audience of marketers understand that basic customer funnel. So when we look at those different, those three main stages, we can look at different goals for video. Organic video content across those three stages. So in the awareness stage, which is for people who are effectively cold audiences, or haven't really heard about you and your brand before.
The goal, there is what I call brand positioning. So brand positioning content needs to take a different approach to content that's further down the funnel, like for conversion or for making a sale. Sure. So brand positioning content typically needs to connect on an emotional level with your audience because people buy with emotion and they justify that decision with logic and reasoning.
Further down the funnel. Right? So if you can make the right emotional connection with your ideal target audience, through telling great stories through using video, that helps them understand that you get them, that you're the right fit for them, that they can actually like you and your brand and what you stand for. It's the idea of kind of, you know, Simon Sinek's idea of starting with the why maybe you've seen that, that Ted talk. Right. And he talks about the idea of good, powerful communication starts with the why, and then moves out to communicating what you do. And that's the same way that humans kind of work.
Right. We have to connect emotionally first. So yeah, th the, the top of the funnel, like the Mo most of the people listening to this should know what top of the funnel awareness is. So. When I appreciate the logic. When you have to report to your customer, like, are you showing them numbers of impressions?
How are you, what kind of metrics are you showing them to prove that we were successful in our awareness stage? Cool. And, and this is, I guess, where we're, where we're getting to here is the idea of the metrics that matter at the top of the funnel are going to be different to the metrics that matter the bottom line. Of course, the top of the funnel metrics are going to be things like impressions, things like views, also some fuzzy metrics, which are harder to measure from the hard data, which are things like brand sentiment or, you know, Brand awareness, for example. And sometimes those kinds of things, you know, where the campaign or where the budget or where the client allows, needs to be measured more by.
You know, customer survey or you know, by, you know, husking people in the street. Have you heard about us before, or have you ever heard of this brand before that sort of stuff? Like, they're harder to measure through traditional digital marketing metrics, but that's. The kind of metrics that are going to matter at that stage.
So for our clients, you know, just anecdotally what we kind of, or what we tend to see is that for top of funnel content, they're often not as focused on it, leading to a direct return on investment, as far as dollar sales, what they want, what they want to know is that clients are coming to them. Feeling like they get them and they know them and they'd better understand what that brand or business does.
And that's kind of a measurable now, again, I don't know your reporting style and how detailed the reporting is. Do you break down your reporting down to the step in the funnel? Or how do you, how do you organize your reporting? So we tend to work with clients at different steps of that at different stages of that funnel. So we don't have a lot of clients that we're basically working across the full funnel. All the time. Right? So for example, we'll identify with a client that where they need to focus right now is top of funnel, increasing awareness of their brand. So we work with them on campaigns, on videos that are designed to build that brand positioning, and then the data we're reporting back to them on, or what we're paying attention to is those, those kind of metrics that we talked about there.
So impressions, views. Okay. Reach hitting, reach and engagement, you know, the way which it is, you will do a needs assessment of the client. You'll do some, what, what people refer to in the industry as discovery, you'll do discovery and you'll determine what stage of the funnel you, they, you should be focusing on for their organization.
At that point, then you run a campaign based on that, and then you're reporting on those metrics. So before we leave awareness My thought is. Okay, so you could be reporting on met the metrics of impressions and viewership. Do you report at the CPM level typically? Typically not unless there's some paid paid spend behind promotion or amplification of that content, which isn't always the case, like obviously paid can work across this organic strategy too.
Get more people into the funnel or, or show more people, these content. And then, so for CPM, that's where you'd be, you'd want to be tracking that. Right. So that you'll know you're spending the money in the right way. It w it was interesting. I was looking at it a little differently because I'm assuming you charge your clients for video production, right?
Yeah. So I was thinking on an organic strategy, your CPM would be your costs, not the media buying costs. Right? So like how we look at CPM is based on like what it costs us to get in front of people versus on an organic site. It's not costing us, but it's costing the company, your agency's fees. Right.
So I was wondering if you had any you look that you looked at that at the, at that step. Yeah, I'm with you. And that, and that's very interesting to kind of consider that. And it's not something that we consider in that way or position that kind of CPM model for our clients. The reality is that good brand awareness content. So let's say creating a core brand story, film, or culture film for a, for a business, right. It should have. Long legs for that business. So just like, you know, a new website redesign, for example, it should last you for a couple of years. If you've invested in that and that's brand positioning, right?
People come to your website, they want to feel like have good emotional connection to that brand and know they're in the right place. Same with this brand positioning video. So to measure a CPM on something that three years potentially or more is. Yeah. I mean, I guess it's, it's tricky to measure in that CPM line. No problem. So before we, we leap to the off of awareness I'm going to throw you for a curve ball. You ready? So I have a video that we just finished that is top of funnel and it's awareness. So you ready to go to the website? Okay. Yeah, sure. Let's do it right now. Ben is watching one of our top of the funnel video for a live campaign that is running.
In a moment, he'll be giving his opinion on the video and determining if it's built for top of the funnel. If you're listening to this audio only and want to watch the video, he's going to commentate on, please go to the show notes on the podcast platform you're on. We've put a link directly to the YouTube version that cuts right to this video.
If you're driving, please do not do this now. Let's see what Ben has to say. Welcome back. You just finished watching the Tucker gun leather. Deep Kerry process video. I want you to know that I want you to be very honest with us, right? Our, our, our listeners want to know exactly, even, even though it was produced by my company, we want to, we want to hear the honesty behind it. So for the good, the bad and the worst, let's hear it. What do you got? Absolutely sure. A couple of things. And remembering that I've literally just watched this video once right now. So I'm going to try my best to kind of break down what I, what I noticed. And as I was watching that, well, first of all, it was, it was really well shot.
Okay. So for top of funnel content, which is what this is intended to be referring to cinematically, sorry. Yeah. As far as production quality looked yeah. Spot on to me, like well produced, which is good, you know, built for top of funnel content. Imagining that someone hasn't come across Tucker gun leather before the idea that you want to give a good impression of the brand.
So being aware of the brand before, so tuck a gun, leather, being the brand here, you want to give a good impression of the brand so that people know that it's. It trusted company. So by investing in production quality at the top of the funnel, they've made the right decision there, for sure. So that's kinda my first impression down.
What are, what are those things that you saw? Like a lot of our audience, what they don't understand is having a director, having an assistant camera, having a DP, having a assistant director. Yeah. Talk to us a little bit about what you, what you potentially think happened in this production that increased the quality of it. Sure without going too deep into video production right. Nuance and language and things like that. You know, basically what, what I would have assumed there is that there was a dedicated director or producer who was able to conduct the interviews to keep the. The talent who, in this case where the staff of the, of the business, who I use the word talent, but they're obviously not used to being on camera, many business people aren't used to being on camera.
So the skill of a producer or director there who can focus on getting a relaxed. Interview from from the people in the business, really can't be underestimated. And also what I, what I note there is that it's not scripted. It hasn't been scripted. This is the way we tend to focus on these sorts of videos as well, is it needs to be authentic and natural.
And from. From the heart from the people because people buy from people, right. And if you over scripted, then it could come across in authentic and state. Right. Right. So there's that element, the other element of production there, it was, you know, the time was taken and the investment was taken in, in lighting in camera equipment.
In taking the time to get quality B roll B, roll being the additional footage that was used to overlay over the, the court interviews to actually show some of the workmanship of the product and, and things like that. So by investing in some production value, they're creating a, a video that's going to give the right brand impression at the top of the funnel.
So that's focused on the technical stuff. Now let's talk about the messaging, I think, because this is where I think that. Probably could get a little bit critical without being overly critical because overly I think this was, this was good and well done for, for what it's intended to do, where I tend to advise people here at the top of the funnel is, is not to try and do too much with one video.
Okay. The idea is if people are watching this video and they're, they're a cold audience, so they're not really sure if they're going to buy it from you or if they're going to buy it all or they're doing their research. The goal here is to just get the right. Emotional connection so that people like, okay, you've got me bought in.
Now, I'm going to see if I'm going to buy from you. So now I'm going to go further down this journey and in the case of a website. So this video being front page of the website, the goal is to get people to stop searching and to keep searching down your page, not to go back to Google search, basically. This video specifically, I think potentially could have been the ideas that were communicated in the video could have been broken down into a couple of different videos.
So you basically, you established the business, you establish the people, the emotional connection. These people obviously you know very passionate about the industry, about the quality of products, about the American manufacturing and American sourcing of products that passionate about You know about gun carrying as well, you know, so they're passionate and that comes through really nicely.
There's also a history there, which subtly is communicated, which I think communicates the right message for this brand or business. You know, like a history of the company, right? Real people, real Americans, right. Which I think will resonate with the target audience there. Sure. Then the video then went on to communicate some more specifics of different.
Products that they have. So more of the detail, the rational stuff of you know what's the term, they, they the materials that are manufactured from some of the specifics of how they're different product range. So like inside the belt carrier, outside the belt, carry, some of that is getting, I feel a bit too deep.
And that can be broken down into further videos that people can actually explore when they're looking at those different ranges and things like that. So I think potentially at a three and a half minutes for that video, it could have been brought down to closer to two minutes, which for online attention spans probably for top of funnel is going to be more effective.
I often you are up against the idea of clients wanting to get everything in a video. Right. So I know as a producer, then that can be can be tricky. So interested to hear from you. If you have any insight on, on how that played out with that client. Yeah. So we've been working at this particular project for. Almost a year now. All the B roll use shot saw was shot. First. We just shot a roll footage. So for my audience that may not know a roll B roll B. Roll is, and you guys will see this. If you're watching this on YouTube, you'll see all the footage of the the talent using the product then pulling it out, the gun them on the gun range.
All the, all the footage where they're not speaking. A roll is the footage where they're actually speaking. So we shot all the B roll footage first over, I think it was almost a year ago. The a roll footage. We just shot last month and started chopping up and creating edits. And we created this first top of funnel video to start marketing.
And I'm actually using it for paid promotion. In this particular example, it's actually currently running an active running today. We're testing it with three or four different audiences to kind of get, get, gather the feedback. What I think I'm hearing from you is, and correct me if I'm wrong. This video that you're, that you're saying it has awareness.
It has consideration and it has what's the bottom. Convert, it's leaning towards conversion. It's not doing a hard pitch though. So I think it's, it's pretty much trying to do the job of two stages of the funnel there, innocent consideration. Whereas I feel that you could position that edit slightly differently as being purely about awareness.
And then to the goal of that video is to move them through, into the consideration phase, which is, you know, maybe it's in a, in an ad funnel it's about retargeting or maybe it's about getting them to the product pages of the website or. To spend more time reading through more information on the, on the e-commerce site and that sort of thing.
I have a question for you knowing the differences between what we're referring to as awareness versus convert versus consideration. Again, you've only seen it once. So if you don't remember, that's fine. Can you point out something that was consideration in that video? So our audience can know what you're talking about. Yeah, I can't recall a specific it was around about three quarters of the way through the the content of the interviews of the voiceover started to lean more towards the specific ranges that you have. So specific types of product for that, for that holster, for example. So, and going a bit too deep, I think that you could have shown various products used in various ways.
But when you're getting too deep into that, I think that that's more of a consideration kind of thing. Like why would you want an inside the belt carrier versus an outside the belt Kerry or, you know, they can, the product fit guns with scopes or lights on them. Like some of that detailed stuff that was in there. I think it's valuable information, but more for someone who's now in the consideration phase. And that would have it just tightened up the edit as an awareness at it. I think I just want to add a one more thing there, which which stood out to me and it was somewhat done. But I think it could have been more deliberately. Focused on which four for a brand story video, which is effectively what this is trying to be, that the Tucker gun leather story, right at the top of funnel, like who are these guys and why do they exist in what, what are they passionate about? And what's important to them. I think it's important to position. They the business, not as the hero of their own story. Right? So in a storytelling sense, it's important to recognize that there's always a hero, right? And the hero needs to be in this case, the customer, that, that person, that ideal target audience for that gun holster, who is living a better life, because they've got this product.
On that bill. Right. So, and I think, although some of the B roll showed that I think what I didn't see, which I probably would have liked to have seen more in the B roll is more, more of the actual lifestyle use case of real people using this product. Maybe not, not on a gun range, you know, actually showing. People representative of the target audience for that product, using the product in, in their everyday life and making one of those in my life, you know? Well, yeah. Can we kind of commercial sometimes do this well, and sometimes they don't. Right. But the idea of, if it's, if it's, for example, a car commercial for, you know, a soccer mom, family, or something like that, you will see the car being used to take kids to soccer and, you know, dirt in the, in the in the trunk and things like that, you know, that's because they want to actually show you so that you can put yourself in those shoes.
And again, I've only seen that video once, but I would have liked to have seen a stronger emphasis on the audience. The ideal target audience is the hero in that. And even in some of the language from the from the guys, from, from the company there to say, You know, we do things this way, but position it, that it's because it provides a better result for our customers.
Right? So subtle little stuff like that, which I think could have been a bit more strongly done. It was, there was. Elements of that in there, but for that type of video, it's people watching this, they don't, it's important to recognize they don't care about you. They don't care about your business, right? They don't care whether you've been established 50 years and your grandfather invented this thing, you know, a hundred years ago, whatever I like, what they care about is, okay, well, how this is going to help me achieve a better outcome in my life. Right. Well, thank you for being such a trooper and going through the process. In my teaser episode zero, when I did my promo, we promised our audience that we would be showing real world campaigns that are actually live and having. Experts review the type of things that we're doing and seeing, you know, how they could be better the failures, the successes. So thank you for that.
One thing that I. Have had to do with my customers is really work on making sure video production can be affordable. Right. You and I know we can make a $3,000 budget. We can also make a $50,000 budget pretty quickly. How are you making video affordable and accessible for your customers on an ongoing basis? Because sure one client can do one video per year, but it's not about doing one video. Right? How do we do that? And then. Factoring in the repurposing of the content and the raw footage that you're creating to make, make it last long. Sure. And what you've mentioned there last Julian is one of the key factors there is when you're approaching video content strategically.
So you're not just creating video for video's sake and going out there and spending thousands of dollars on making a video. If you're focused more on what is the strategy that's going to move the needle for this business. And then what types of videos should we be creating across that strategy? When you have that thought process in place, first, what you can do when you move into production is what you should be doing is looking at the opportunities to create multiple pieces of content from any given piece of production.
So for example, you've got in that example that we just went through there, you've got stacks of footage there that basically a library of footage for that business that can be used for different pieces of content. Further down the funnel. And depending on how you approach the actual time you spent with the people that you're interviewing, potentially you could have done an interview for a brand story type video, and then you could have you know, spent some time interviewing them more specifically about.
Their product range and the ins and outs of this specific product, maybe do a bit of a walkthrough of a product that can be used more of a sales focused video or a conversion video. So you could have done that all in one shoot without significant higher investment in production company time, if you were using a production company.
The other thing that I want to mention a, which is really important is. I talk about the production versus quantity inverse rule. Right. Which is the idea that if you think about the funnel, right? So top of funnel content so the wider end of the funnel being awareness content, and then as you go down to the bottom of the funnel, like the pointy end of the funnel conversion, And then consideration in the middle of the funnel. I want you to kind of flip that funnel upside down. And so now you've got the smaller pointy end at the top, which aligns with the awareness stage of the funnel. Right? So awareness. Awareness content. You don't need as much of it. So it's the smaller end of the quantity funnel, right. You're saying, trying to visually show this, but is this triangles, right?
So sometimes it's better to show this visually, but you know, you don't need as many top of funnel videos. Right. But then as you move further down, The funnel you're going to need increasingly more videos because as you get to conversion, I usually recommend at the bottom of the funnel that you actually do have many more pieces of content, almost one video or multiple videos for every single product or, or range that you sell and maybe four different, you know, different conversion videos for different demographics, for different areas of the target audience, because.
What works at the conversion end is hyper-relevant content. So if I'm a, if I'm a undercover police officer or private detective, for example, and needing to you know, have a concealed gun holster under my belt, I have different needs than a you know, cowboy living on the land. I dunno. Right. So I dunno.
Sure. No, no, no, absolutely. So we have both of those clients. Yeah, so they're going to need different sales videos really to be effective. So you're going to need more videos just for that one product. That's maybe broken down into different target audiences and demographics to talk to them and their specific needs. So we've got this inverse kind of thing of like top of funnel. You need less videos. Bottom of funnel. You need more videos. But the benefit of that is that you need to spend more budget at the top of the funnel and much less budget at the bottom of the funnel in production. Right? So the inverse rule is where it's flipped around.
Again, not at the top of the funnel is where the budget needs to be spent. Okay. Just like we talked about that. Investing in production, quality's important to reach cold audiences have never heard about you before, but at the bottom of the funnel, the converse of that is that when people are, they're just ready to buy, they just want to know the details that can be really effective just to single camera shot.
Maybe even shot with an iPhone. Maybe just consider the audio quality and things like that can simply just be a salesperson, just holding up the product and saying, look, this is this, this is what it does. Look this, you open this and you close this and you could slip the gun in here like that and whatever, like that kind of video doesn't need high production value and it doesn't need to be expensive.
It just. And so the questions that people have, what I've heard from other marketers echoes, I believe what you're talking about and tell me if this is something you've seen user generated content performs really well at the bottom of the funnel. Yeah, absolutely. And user generated content there, I'm assuming you mean generated by the, the customers.
Right? So if you can, for example, create or encourage customers to film themselves, talking about the product, like doing a little testimonial or, you know, an unboxing is kind of a cool thing that we see in some products and some industries that kind of thing can be really powerful for. Version, because it's showing proof social proof.
It's showing other people who are potentially like you, who's considering buying this product. Getting enjoyment out of the product. The other thing to consider is staff generated content or internal generated content. Hasn't got the same kind of catchy ring as user generated content. But you know, if you can see. There's a good example of, of Zappos, the online shoe retailer, for example, I've been doing this for years, so Zappos because they typically to buy shoes, you'd go to a bricks and mortar store and you try on the shoe. And you'd want to just see if it fits and walk around in it, that sort of stuff. Right. So the challenge in selling shoes online is that you can't do that. So what they do is, is Zappos specifically, and they'd be doing this for years really well. I'm really leading the charge in this is having their staff members. And what they do is deliberately choose a staff member who is kind of relatable to the kind of person who would buy that shoe.
So if it's a female true for a younger female, it would be a younger female staff member who would be presenting. This is a sales video. And it's really straightforward in production. It's like, there's just standing at a desk, they've got the shoe in front of them. And they're talking as if you would, to a friend. Or as if you would, in a bricks and mortar store, trying to sell someone to show you and say, look, this is the show. It's good for this sort of thing. This is how bends and flexes look, I'm going to try the monitor. I'm going to walk here and here's me walking in the shoe. So it's kind of doing what you would do yourself, but you're just watching someone who's like you doing it.
I'm on video. And so that kind of thing can be really effective and Zappos have on almost every single one of their shoes. They have one of those types of videos. Wow. I didn't know that. If you're watching the YouTube version, maybe we'll try to find you a copy of that. So you guys can see this. I don't want to make this episode much longer, but I do want to ask one question.
It's been. A trending question. It always is been very, very popular question. Attention spans. They are dwindling. I mean, they're tiny at this point and they're probably going to go only get tinier. Right. We're seeing them just trend down. So how do you attempt to avoid a user by scrolling past the video and what do you guys doing deliberately and intentionally to stop that from happening?
Okay. I love this question. And first of all, I want to push back on the idea that attention spans are dwindling because the reality is, is they're not okay. There's a there's noise out there. There's a lot more noise. So it's harder to gain attention, which is what we're talking about here. It's preventing them from scrolling past.
And we'll talk about that in a moment. I think the critical thing is that people will still spend time watching videos. If they're watching the right video, that's relevant to them and their needs that they have at that time. Okay. So for example, we talked before, around cold audiences, potentially not having a long enough attention span to watch a three and a half minute video, which is absolutely true in certain circumstances.
If that video isn't just talking directly to them and their needs right now. And when we talk about cold audiences, that's the thing is that, that. The video that you're showing them, they probably don't. They're not thinking about it right now. Right? However, when they're at the conversion into the journey, someone will happily watch a 10 minute video before they invest in something worth a couple of thousand dollars because they need that information.
And they're interested in engaged in that. So attention spans you know, relevant to the stages of the customer journey that we've talked about. And they're also relevant to how valuable this content is to someone watching it. But how do we stop people scrolling? Right. That was your question there of like, how do we capture attention in a busy over-saturated news newsfeed basically.
And what it comes down to is, is. Well, two things. It's about creating content. That's native to the platform in whatever ways possible. So what I mean by that is if it's a video that is being displayed on Instagram, then you need to be considering the negative aspects of Instagram, which is creating in a square aspect ratio, for example, using a highly visual opening couple of seconds because it auto plays in an Instagram feed. So you need to. Oh, it auto plays with the sound off in the Instagram feed. So you need to recognize the you've got one or two seconds before someone scrolled past that. How are you going to capture that visual attention with something that is about them or the pain they're feeling or something that's going to patent interrupt their day, you know, to, to kind of stop them scrolling and go, what is that? Or, or I need to know more about that or that looks good. Interesting to me. So visual hooks at the start is really important. Also when it comes to platform native, it's understanding various platforms that play without sound on. You need to think about using embedded captions or burnt in captions. So if there's words that are spoken in the video, most people are watching without the sound on, particularly on Facebook, Instagram, and LinkedIn video.
So you need to be burning in the captions there, which is basically the words that are said are text on the screen at the same time. So people can absolutely watch without the sound. On. So there are a couple of key tips we could, we can unpack more if you like Julian, but I think people can start doing that better. That's a good start. So let's give one more. Why don't you throw one more at us before we head off? Sure. The other thing is probably the structure, right? So when we talk about attention, we can stop the scroll. We can get them to pay attention for the first couple of seconds, but how are you going to keep them? From scrolling on. Okay. So that comes down to the actual structure of the video. And recognizing like consent said before that your content is not about you. It's about how you're. How your brand, your business or your content helps at ideal audiences. So if you don't know, from with of given piece of content, what do I want someone to do think or feel when they watch this video, then you're probably not communicating to them effectively enough.
So when you know what the outcome for someone, for an audience member watching this particular video is then you construct your video to move them clearly towards achieving that outcome. And often what that comes down to is yes, you hook them with a good thumb stopping thumb, scrolling, stopping opening, but then you need to provide value first.
Okay. There's, there's a difference between the way that 32nd TV commercials were created. You know, five years ago or even are today for, for TV, because you've kind of, you're watching the, the TV commercial, and then they usually reveal at the end what the brand is. And it's like, Oh, okay. That's a, you know, that's a master ad or, you know, Ford or Ferrari, whatever, you know, because but for online content, it needs to, you need to lead with the value.
So you need to start with the brand. Impression you need to start with the value that someone's going to get by buying this product because you haven't got the same level of, I won't say attention spans, but you haven't got the same level of attention. Focus on these digital platforms than you do on traditional broadcast. Makes sense. Makes sense. Well, Ben I definitely have learned quite a bit. Thank you for commenting on the video. I was really, really excited about this and I feel very, very happy and filled with a lot of good, useful things. And I hope my audience will have that too. So thank you for coming on the show today. Yeah, you're welcome. This has been fun. All right, Ben. Thank you so much. We'll see you later. Okay. Take care.