Episode 239 – 2025 Video Trends

Ken

I 'm going to catch a lot of flak. I've got videographer friends and stuff like that. But I'm telling you, AI is making those people largely obsolete.

Ian

Engagement rates have been going down for the last few years. We're talking like 5%. It's not like super, super dramatic, but it is surprising.

Paul

watching something and the ad pops up. There's that six second span. You can't skip the ad yet. That's the time you've got to really hook people and get their attention.

Ken

Hello, everyone. Welcome to this episode of the Marketing Guides for Small Businesses podcast where we simplify what really works in today's fast place marketing world. Today I'm joined by Paul Barthell of Changeescape web in St. Louis, Jeff Steck of Tylerica Marketing in Austin, Texas, and Ian Cantle of Outsourced Marketing in Bradford, Ontario, also the carrot capital of Canada, I believe. So today we are talking about what I think is one of the most important topics overall in, in the world of marketing today, and that's video marketing. And specifically we're going to dive into the Wistia 2025 state of video report and just kind of talk about some of the trends where they've talked about, you know, where video has really not just become a part of marketing, it actually is the backbone. And I know, I certainly believe that. And that's how we are typically working with many of our clients today to drive our SEO program. So video is everything right now. It's just a fantastic form of content. So we're going to break down and hopefully give you guys several actionable results from this, from this report to get started. I'll jump in. You know, so the report states that there are 71% of companies who are now producing video in house. And so, you know, when you're a small business, how do you try to handle the video production affordably without compromising quality? Video production doesn't have to include live video shoots anymore and it doesn't have to have high quality video. Really what, you know, what's most important is to have good sources of video that can be sent to an editor or better yet, even using AI tools to create B roll to clean up the video, to repurpose video. So interestingly, you know, no big surprise to me, video content creation is up, you know, by, you know, almost 10% over the last couple of years. And, you know, I think it's the reason it is, is because there are so many tools that are available now to make it easy to create Video, you've got Canva, you've got Capcut, you've got Descript, Hey Gen, which is my favorite new tool that I've been using right now. There's also a great smartphone app called Captions that's great to create short videos. And short videos right now are performing super, super well. A lot of these tools they use AI to help with the process. I think the other key is there's a whole suite of tools that are available to businesses that allow you to repurpose other forms of content. For example, turning blog posts into videos or webinars into small little clips that kind of highlight the different sections of a webinar or even pique people's interest to go watch the full webinar. So video editing has become super important. Shooting video is less important now. AI is making dramatic impacts, I think in the way that you can produce video. And now I don't think there's any excuse for any business to not be doing video. The key is you got to do it well and you got to do it. Obviously you have to put thought behind it, have it part of your strategy. But video in my mind is the big driver right now. An example I'd like to give is a local med spa can turn a single healthcare, I'm sorry skin care demo into a long form YouTube tutorial. Also, you know, can create several reels from that and, and also generate a blog just from shooting some raw video. Obviously you have to have permission from your clients, you know, and have them sign a waiver to be able to use that if you're actually using a live patient. But there are so many different ways that you can create content like that. So next up, Ian, I want to turn it over to you actually before.

Ian

Before we jump in, Ken, One of the things that that topic just makes me think of is, you know, because I, I think we've seen this already happening and there's actually some good statistics and articles coming out about AI in general and how it's mud. We talked about the mushy middle at one point where like, or the, the middle of mediocrity I think, or something like that. We were using the term of where AI kind of levels the playing field. But one of the, one of the things I'm curious about is whether like creating video with AI right now, way easier than it's ever been and it's only going to get easier. But it's, it's the bringing in additional work for the teams that are not equipped to do that additional Work. I'm very curious to see how dentists, plumbers, like, it's just more work for them. Right. Than they're doing now. So is it easier than, you know, having a videographer come in and do it? Maybe, but you're actually putting more work on your own team's hands. And so that's where I'm curious about just this trend of is this opening up more doors for local businesses to create less expensive video by leveraging the help of professionals that are using AI, or is it the people? Because we often talk about how this is going to help the businesses themselves create videos. And I'm not convinced of that just because I am seeing some pushback from businesses where they, they started to do stuff in house because of the ease of doing it with AI, but then they're like, wait a second, like, we just took this person off of the job we hired them to do to become a social media producer, you know, whatever it is, a video producer. And, and that's actually distracting them from the, from their key role. So I'm, I'm curious about what you guys think about that, but that's certainly in the back of my mind. Like what? And time will tell for sure.

Ken

Yeah. I mean, I think if, from my perspective, if you start with video first and let that generate the rest of the content that you need. Blog posts, email, newsletters, press releases, shorts, static social media clips that are image based, I think it actually, taking that approach actually gives you a more efficient way to produce a lot more content in a much more effective manner. The challenge is, do you have anybody on your team who's qualified or experienced in using these tools? Some tools are incredibly easy. I mean, like captions on a smartphone to create quick, raw video. It's pretty easy to do if you want to shoot live video. If you don't want to be on camera, then you have to put in extra work. But that's going to pay off massively in the long run because once you create an archive of different scenes of you in different backgrounds, wearing different clothing, you can leverage AI to turn that into your video spokesperson clone of yourself, which I'm doing right now. And it's a massive time saver.

Ian

I mean, he doesn't mean right now.

Ken

Correct. But it's, I mean, it's cut my time down from five or six hours to 30 to 45 minutes, depending on how sophisticated I want to get. And that turns into, you know, it's a, it's a podcast, it's a video, and it's A blog post and it's syndicated, you know, to the podcast channels, it's published on YouTube. It's just a massive productivity gain. But you have to have a plan in place to be able to do it and you need to be proficient in using these tools. If you just do this once every three weeks or every month or something like that, it's going to be like you're starting all over again. And it's going to be frustrating. And I think a lot of businesses are going to stop doing video because of that. I would say that you're, you could hire a full digital marketing agency or a marketing agency who knows what they're doing, focused on omnichannel and have them execute a program cheaper than you can typically hire a videographer to come in and create a bunch of video that's super high, well, high quality, very well produced. But that's not what the world's demanding right now. So I think it's a better investment and I'm going to catch a lot of flack. I've got videographer friends and stuff like that. But I'm telling you, AI is making those people largely obsolete. There will always be a need for it, don't get me wrong. But there is so much more that you can do with, with AI and the tools that are being created out there. So.

Jeff

Well, it goes, it goes to that. You know, that saying we've used several times. You know, you're not going to be repl. Replaced by AI. You're going to be replaced by somebody using AI. So if the choice is, as a business owner between, you know, spend $5,000 for, you know, a couple of minutes of video or spend, you know, a thousand dollars or fifteen hundred dollars and have an hour's worth of content that's repurposed across all kinds of channels, all of a sudden, in my view, only becomes almost a no brainer to why aren't you doing that in your marketing? I mean, video really connects with people. It's a great way to get stories across. There's just so advantages of it that if you don't do it or you don't use AI, you're going to be replaced by the people that are. Right. So it's an extension of that. And again, you know, the ability to go in, you kind of hit on it. But I'll take it even a little further. You know, we talk a lot about content calendars and planning your content. As soon as you do something like plan a content calendar for a quarter, well, now you can Go in for a half a day and shoot all the background videos you need to be able to produce a quarter's worth of videos, which can derive a quarter's worth of blogs, which can derive a quarter's worth of social media and a quarter's worth of email newsletters. That's very, very efficient, very cost effective.

Ken

Yeah.

Jeff

And that's enabled by the AI in a lot of cases.

Ken

Yeah, I love it. Yeah. The AI, you know, can, can play roles from helping to generate script ideas. You know, you train, you can train it on your business and it can generate a really, you know, really solid first version script. Then you can take AI, you can do faceless videos if you want, where you don't want to show up on the camera and use AI voiceovers. You can use AI spokespeople if you don't want to be on camera. You could create an AI video avatar, an AI voice clone. I mean there are just so many different things that you can do. And you know, in the hands of a really good marketing company, marketing professional who knows how to leverage strategy and a content plan, you're going to get so much more bang for the buck.

Jeff

Like anything, it can't be, let's just go shoot a video today. You know, there's got to be a strategy and a plan for it.

Ken

Yeah.

Ian

So, you know, you know, the underlying seed that is, is niggling at me is the part. And you guys probably have experienced this as well, but I see it, I don't know, 60, 70% of the, the marketing audits we do, we'll see like the, the prospective client or the client will be talking about how, you know, the initial discussion. You say, hey, are, are you active on social media? And they say, oh yeah, well we're active on social media. And then you actually run an audit and what you find, many, again, it's probably 60 to 70%, sometimes higher. Where you'll see, you'll see all this activity at one time where they invested heavily in social media and then it was like bonk dropped off totally. And so when you, when you start to dig into that, it's the, the human behavior aspect of, well, we didn't have our own team equipped to do it. We don't have a dedicated person. We're, we're not really invested in it, but we, we know the import social media. And so irregardless of the ease of the tools, because social media tools have only gotten easier and easier to use over the years and yet businesses really, really struggle with consistently posting Especially authentic content related to their business. So that's that seed that's niggling at me like if, if we can't as business owners, if we can't even. And some do, don't get me wrong, some are really great at social media. But if we can't get this very easy to do task of consistently posting on social media, period, what are the chances that we're going to change small business owners behavior to then invest the time, energy, money and personnel to create video in house regardless of the tools and the ease of using the tools? I, I don't know. That's just the question I'm, I'm raising. And again, my spidey sense is telling me we might see this trend and then the pendulum's gonna swing back again. I don't know.

Ken

Well, I think videos here to stay, you know.

Ian

No, no, Ken, it's not, it's not. I'm not questioning the power of video.

Ken

I understand internal.

Ian

It's the internal wherewithal to invest in it as opposed to hiring out for it like people. Just what you guys were saying, the people that use AI to produce it externally rather than internally. That's all I'm questioning.

Ken

I agree. I mean the point I was trying to make is video is here to stay. It's not going to go away. It is the driver behind content right now. And so you've got to figure it out. You either have to have an in house team that is focused on it and dedicated and do it on a regular basis according to a plan and a strategy, or you should hire it out. And the key point is with the technology and the tools that are in place, you no longer have to hire an expert videographer to be able to produce massive amounts of quality video that is going to feed your content engine and increase your visibility on the search engines on social media. You know, it's just, it's a powerhouse. All right, so Ian, let's switch over to you. This is interesting. So according to Wistia, engagement rates dropped in 2024, especially for short form content. How should small businesses adapt to their approach to keeping videos engaging in the first five seconds?

Ian

Yeah, I mean when you dig into the data from Wistia and just in case people don't know, Wistia is a video delivery platform. So you as a business basically pay to subscribe to host your videos so that they can be delivered out through that platform. It's a little bit more of a protected personal space than posting directly to YouTube. So what I find interesting too about this. And I'd love to, you know, compare it with any statistics that YouTube has because again, you're, you're talking about a, a much smaller universe in Wistia than you are with the much broader community of, of YouTube. But what they determined was that, yeah, like, engagement rates have been going down for the last few years. Not, I mean, we're talking like 5%, you know, 3%, depending on the length of the video, that kind of stuff. So it's not like super, super dramatic, but it is surprising because we, who, you know, are in this universe looking at marketing trends and that kind of stuff and know how much more people are, are watching videos. What Wistia attributes this to is just people's shorter attention spans. So as you were asking, Ken, you know, how, how do you captivate people's attention? Right? So, you know, the, the key thing here is that you need to absolutely capture their attention in those first five second seconds and you need to convince them that there's value in this video. I mean, if your video is only 10 seconds long, you know, chances are good that you'll keep them pretty close to that. But if it's a long, longer form video and you're trying to educate, inform, entertain, whatever it is that you're trying to accomplish with it, you really do need to create impact very, very quickly. So, you know, some ways to do that is you can do kind of an, an overview, outtakes or, you know, clips of what they're gonna see in the longer form video. And actually that's something that your team has been producing for us a little bit, Ken, which is pretty cool, where it gives highlights of what's going to be in our podcast video. Right? And, and that's pretty powerful. You know, other things that are, are very powerful as well, you know, is having a really good thumbnail on the front of your video. Like if you want to get people to actually click on the video, you need to have a great thumbnail. So thumbnails are very important, but then, you know, really hitting them with a question, with what they're going to learn. Punch that subscribe button.

Paul

If you.

Ian

I just saw your hand motion. Punch that subscribe button. But you, you want to capture people's attention very quick. And the way to do that is to entice them with what they're going to learn in your video, right? What's the benefit to me? And so that's really, really important.

Jeff

I think another aspect of that is, you know, there's the whole attention span thing, but it's get the message out lead. It used to be build up. It used to be build up to the, to the main point. Right. Now let's get the main point out first and then support. And one of the reasons besides attention spends, I think, yes, people are getting trained for shorter attention spans by being able to just swipe across, you know, reels and shorts and see the next one. But also if you look at like YouTube videos, what happens when you're watching something and the ad pops up, there's that five or I think it's maybe six second span when you can't skip the ad yet. So that's the time you've got to really hook people and get their attention. That's another point for bringing the most important thing you want to say up earlier and then if you get the rest of their attention for the rest of the video, great. But remember, the point isn't to get them to watch the whole video. The point is to get them to identify with the main message and take an action. And if you can do that in five or six seconds, do it. You know, it's the saying, you know, stop selling when they say yes.

Ken

Right.

Jeff

I think that applies here too.

Ken

Unless.

Ian

Yeah, and it's all about that value exchange. Right. They need to know what value they're going to get for exchanging their time and energy at that moment with what you're providing them with.

Ken

Yeah. Unless there's just something really unusual about the way you look, they don't care who you are first they want to know what are you going to be talking about. So you got to get to the point. You know, I, I think you can tell an old school marketing company and an old school videographer easily by, hi.

Jeff

I like your style.

Ian

He said, unless you look really unusual.

Ken

Yeah, yeah. So I want to learn more about Mr. Barrister there. But you know, a telltale sign is they will want to put some cool little intro in there that probably features your logo and has some nice little music that's just a, it's a scene that takes up the five or 10 seconds that's critical to get your message out. For people to say, oh, this is what I need to watch. They don't want to watch a cool, you know, video introduction. Maybe on a longer form video that works, but especially with shorts, it's got to be punchy, it's got to be right to the pointer. They're going to move on. Because attention spans, and that's why people like consuming shorts, is because it's just quick and Easy, you know what to expect within a matter of seconds. And your investment in the overall time is only going to be 30 seconds, maybe a minute max. So, so you.

Ian

Yeah, I was just going to add to that. Ken, one of the key things that's a really good practice is, is to think about the pain points. Like, know your audience. It's the same things we talk about all the time with strategic content creation. You need to know your audience and then you need to understand their pains. Right. So that you can, you can speak directly to them. And if you can get that across really, really quick, like, hey, hey, Jeff, are you struggling with, you know, shingles that are drying up or, I don't know, like leaks in your basement? You know, that kind of stuff. Like if, if they've come across your video and that hits them with what their pain points are, they're going to watch it.

Ken

Yeah, yeah. So lead with pain point. You know, poke that, poke that bleeding neck. You know, that's, that's what's going to get them engaged. So, so, Jeff, let's, let's go to you. Thank you. Contact and course pages have the highest video engagement. How can small businesses leverage video on those particular pages?

Jeff

Yeah, that's a great question, Ken.

Ken

Thanks.

Jeff

I think that, you know, if you think about it, thank you pages, contact forms, course pages, somebody has a specific intent. They have either just taken an action and bought something from you or giving you their email address and they're expecting something back from it, or they want to get in touch with you or they want to learn something. These are all prime places where you've got somebody's attention. So capitalize on it in every way possible. In fact, I was just at a workshop on Monday where we're talking about exactly this. Just don't have a thank you page. Say thanks, somebody will be back in touch soon. That's a missed opportunity. Put a video on those pages. People are already in the mindset that they are want to engage with you, that they want to learn something from you. So put a video out there and take advantage of it. You know, they're, they're great places to be. They're great places to expand a little more on what somebody's going to get. If they just gave you their contact information, what the follow up's going to look like. If they're expecting to book an appointment, you know, thanks. Somebody will be back in touch. Here's what they're going to want to talk to you about. It's a great place to make another sale if they just purchase something, you maybe can suggest an upsell or ask for a referral. There's a whole lot of things you can do on those pages and engage people and keep them moving down the funnel. Keep them down, you know, if you did something to get them to know more about you, to like what they saw. Now you're working on trust. You know, talk a little bit more about the next step and what that looks like and where they can go and what, what you can do. There's tons of things that can happen. Video is a great way to connect with people, to set expectations, to do teaching and to make suggestions that, you know, don't overlook those opportunities. They can have huge results and huge, you know, secondary or follow on conversions to the main steps you're asking people to take as well. So, you know, if somebody gave you their email address to get an ebook, don't wait for them to read the ebook. I mean, you're probably going to, in your email nurture sequence that follows, suggest a consult anyway. But right there on the thank you page, you might say, hey, do you want to shortcut the process step to the front of the line, Book your consult now and give them a calendar booking thing? You know, smash the like button, point to the calendar booking thing. You can have, like I said, videos talking about what's next or what they're going to get. They're huge, huge opportunities for creating engagement and creating, you know, follow on and further actions.

Ken

Yeah. Don't you think that people, they're going to be much more likely to take that action if they watch the video? Because people are going to, they're naturally inclined to want to watch video.

Jeff

Yeah.

Ken

If there's a video on a page, they're going to, they're going to click that play button, you know, to, to see what, what it's all about. And if that's where you're saying, hey, you know, make sure, you know, in order to get ready for our, you know, for your, for your ebook, you know, here, here are five of, here are five things we recommend that you do. And boom, boom, you know, even opportunity.

Jeff

Even just creating that personal connection, I mean, yeah. Compare and contrast.

Ken

Right.

Jeff

Text on a page. Thanks. Your ebook will be on its way soon. Or a video says, hey, I'm so glad you downloaded that ebook. It's going to be so full of great information. You're going to be able to use it and do this, that and the other thing, and there's some other steps and, and like you said, if you want to get the most out of it. Here's what to be thinking about before you even get it and read it. There's just so many opportunities and ways to further the conversation and further the buyer's journey.

Ken

Yeah, that's a great point. I mean we're, you know, we're a self gratifying society. Right. So I mean we want to feel good about some, some concrete action we just took. Video, Video affirmation is a really great way to do that and keep people excited about what the action that they just took. Paul, let's switch over to you since you've been so talkative so far. With AI, video use is more than doubling. How can small businesses use AI tools while still maintaining authenticity?

Paul

Well, you know, it's. Keep them. It's kind of like using chat GPT to write a blog post. You can't just stick it in there and you know, copy and paste. You have to, there has to be some human element, not, There's a statistic here, 41 professionals use AI for video and it's up like 18%. And you can use AI to help write scripts and to edit things and to transcribe and caption and translate into different languages. But you, you have to go back and look at it, make sure that it's authentic to your brand and to what you're trying to say. Because AI doesn't, it's getting better, but it doesn't know what your brand, your brand voice is. And yes, you can build things to, to teach it that but you know, you can use chat GPT to come up with some, some facts about your, your business questions that people ask and then you can make a video of, of you answering that and that, that will help maintain that authenticity. So it's, I think the biggest thing with using AI for anything is AI isn't you and people want to know they're, that they're dealing with other people.

Ken

The other thing that I think is interesting here with AI though is you can have AI spokespeople who are almost, it's almost impossible to tell that they are not employees or spokespeople that you hired on your behalf that are actually real people.

Paul

Yeah, you, you had mentioned that earlier.

Jeff

Yeah.

Ken

And if you're, I mean, if you're not comfortable being on camera, you know, then leveraging AI voice and AI spokespeople is still a great strategy because people want to do business with other people. And if they don't see other people, even if they're not real people seeing another person on that screen is going to carry more weight. I mean, it sounds kind of weird, but the reality is, you know, I think, you know, video with, with people in it is probably consistently higher performing than video without people in it. Just like, you know, if you're trying to run an ad on Facebook, for example, and you don't have a picture of somebody's face, the ad graphic, the image of the ad is going to be performing typically lower than other types of media that you're using for your ads. So seeing that human face carries a lot of weight, even if it's not a real one.

Jeff

I think Paul hit the nail on the head though, when he talked about using the AI as the tool to do the scripting, to do the ideation, to help with the editing, to put captions in. There's all kinds of applications of AI, but ultimately it's still got to come down to the human driven context and the human driven voice that's got to be edited. Like you said, you can train the AI to do that to an extent. You've trained an AI avatar. We've talked about Julia McCoy on the podcast before. She's got an AI avatar. She's very upfront. This is my AI avatar, this isn't me. But it's, it's, it's still closer to human connection than a faceless video with stock images scrolling by. So I think that there's that spectrum and where the AI tools come into play, but still maintaining the oversight, maintaining the overall approval of what the AI does. I know Julia doesn't just let ChatGPT write a script and then upload it. She'll go in and edit. She's a great writer. She'll go in, she'll edit it, she'll tweak it, she'll make it hers and, and then she'll let the tools do the rest. And like I said, she's upfront. You know, this is Julia's AI clone. So there's that spectrum of where you can use things and how you can use things. But keep, keep the human context, keep the human voice, keep as much of the human connection as possible.

Ken

Yeah, I'm sure she's actually created GPT that she's written and designed and trained specifically in her voice to even start the process. And of course, as a writer, she's going to finish it off. Off, but you know, that's, that's produce even higher quality content. Right.

Ian

And do the heavy lifting. And then I was just going to say always, always, always humanly review the materials. This Is true with any printed, any video, like don't, don't press post until you've read it and reviewed it. AI makes.

Jeff

You know, the crazy thing is I would never have given a blog article to a writer and then just taken their first draft and posted it. Why would you do that with AI?

Ken

Right?

Ian

Yeah.

Jeff

I mean, everything needs to be reviewed and made sure that it's doing exactly what you want it to because ultimately you are in control of your own business, not an AI or not hourly employee.

Ken

So let's talk about video types that have the most impact. And these include webinars, product videos and testimonials. So a small business business, you know, really needs to try to find a way to prioritize these and get their, get these types of videos in their budget. Webinars actually rank as the second most impactful video type. Product demos and testimonials are probably the top performers and they even actually typically outperform social clips, unless they are the social clip that you're doing. I suppose you don't need a lot of fancy equipment to do a lot of this stuff. If you want to do a webinar recording, you literally can use zoom or any video meeting platform that you want, whether it's teams, whether it's Google Meet, have a decent mic, make sure there's nothing distracting in the background and you know, and make sure audio quality is always really important. And what's interesting is a lot of times what deters people from watching videos more than anything is poor audio quality, which is really an interesting thing because you wouldn't necessarily think about that. So you've got to think about the quality of your audio for sure. You might want to invest in a, in a good microphone if you don't currently have one. And you know, you can capture, you know, testimonials a variety of different ways. We've, we've got several different tools that we use, but an easy fallback is, you know, do a zoom call, do you know, or a Google Meet call, record that video, get the permission obviously from, you know, from your customer to be able to use that testimonial and, and just record the screen. You can do it with product walkthroughs. Now if you have a physical product, you might need to think more about hiring, you know, somebody who can actually catch, capture better quality stuff. But you know, I, I mean this isn't, this isn't video, but it is image based. If you're a restaurant, you know, one of the things that you, you really need to be doing to get people to come in is you need to have great photos of your food on your website, on your Google profile, shared through social media. And I'm sure that this applies for video content as well. You can take an average looking picture of a dish that you have at your restaurant, run it through an AI image enhancer and turn it into a fantastic looking meal. That's still very representative and very accurate of the food, but it takes care of all of the distracting crap. The poor lighting, you know, turning meat where it looks green because of the lighting, it fixes that kind of stuff where you actually have appealing looking video images. You can do the same thing with video. So it's just if you're not doing this, you're, you're missing out. And I guarantee your competitors are starting to do it more and more. And you know, it's just super important. You know, you can also use live videos if you want. Those are actually, I don't know that those, that those are performing as well, nearly as well as they used to. A couple of years ago, live video was the hottest thing on the planet. Now Facebook is saying, oh, we're going to remove your live video recordings that have been on your Facebook page, you know, after a certain period of time. So it's like, okay, not many people can afford to catch the live and if it's not archived and available, it's just crazy to me. So I don't understand that TR that trend. But, but you know, just recording, you know, the biggest challenge, and I know you were talking about this earlier, I think the biggest challenge for a business is just having somebody naturally capture the work as they're doing it. So if you're, you know, if you have, if you're a dentist office, just shoot some video of the office and turn it over to a team that can do video editing and use an AI enhancement tools and they can turn that into a fantastic video that highlights, you know, the, the inside of your, of your facility. And that may be the thing that gets people over the hurdle to say, I don't want to go to a dumpy looking, you know, dentist office. I grew up doing that. That's not appealing to me. I want to know that I'm going to somebody who's cutting edge, you know, and so leverage, you know, leverage the power of video. But you're probably going to have to have somebody on your team who has to capture some of that raw footage. Whether it's images, whether it's raw video. That's okay. They don't have to be editors, they don't have to capture the perfect stuff, you know, with a good, with a good marketing company advising you, they can tell you the types of content that you need to provide them and, and give you guidance on giving, you know, giving decent quality stuff that we can work with.

Ian

Yeah, to that, to that end, just in addition to that, you know, one of the ways that we've recently found very helpful for some of our clients is especially the ones eager to do authentic content, is to actually do the brainstorming for them. Like we, we usually do kind of a, a collaborative effort with them and we talk about, you know, who on your team are the champions that can help with this. You know, what are some specific things you guys want to talk about. But then we actually build out a calendar for them with here's, here's the week, especially for the bigger teams. Right. Here's the week, here's the location, here's the topic that should be covered, and here's actually a sample of how you can go about doing that. So we, we don't tend to give them scripts because then people will read them and we don't want them. And they know the content that we're asking them to talk about. Right. It's more just trying to help them get over the hump of, you know, like, I don't even know what to talk about on video. And so this is just a very prescriptive way where they, they and their teams know, okay, here's who's responsible for it this week, here's what they're going to talk about. And, and then they give it to us as their marketing team and we produce it for them. Right. But if they can give us that raw content, it were, we're halfway there for sure.

Ken

Yeah, absolutely, absolutely. So, Ian, let's talk about interactive video features like calls to action or lead generation forms. These typically perform when they're in videos up to 24%. So how can a small business take advantage of incorporating interactive features like these?

Ian

Yeah, yeah. And first, I want to be super clear. These differ a lot depending on the platform that you put your videos on. Right. Like Wistia, because it's an enclosed platform, like I was sharing earlier, it has different functions than YouTube has. And so you need to understand first of all how you're going to deliver this video content out. Because if you want to be showing up for searches on YouTube, which is the second largest search engine on the planet, then you have to be cognizant of, okay, you know, here's the, the calls to action that I can use within the YouTube platform versus the Wistia platform. On the Wistia platform there's some really great functionality where you can embed in your video. You know, give us a form so you can do this in, in the video in different spots if you want. So there's actually statistics that they provided. You know, if you have a fairly short video, you want to put the form or the call to action and I'll share a few more of those in a second. But you want to put those at the very, you know, within the first minute of the video. If your video's longer, you want to put it midway through the video and then if your video is like a 30 to 60 minute long video or 60 plus minute long video, you want to put it near the end of the video. It's just been, you know, their statistics show that you get a much higher conversion rate if you do that. So you have to be mindful of, you know, your audience, the platform and then where to put this in order to be more successful. But you could also just do trial and error too. And if you're producing stuff, try it, try a call to action, put it in a certain place, see what the response is. Some other calls to action are like, download this report, it could be a button and stuff like that you can do on YouTube as well as in Wistia. You can have links in your descriptions. Right. There's lots of stuff you can do, but the, you can embed stuff right in there that really helps boost up conversion rates and get people to interact with your video. So those are some key calls to actions that you can do. You know, putting, putting in buttons, annotation links, all of that kind of stuff. But ultimately it has to jive with the topic of your video. Like what you're, what you're offering needs to align with the topic of the video because that's what attracted people and you want to again have a high valued offer to get them to act. So those are some things to think about for sure.

Ken

Yeah. Can't you that, that suggested videos like on YouTube.

Ian

Sorry, say that again, Ken, can't you.

Ken

You can also include suggested videos from, you know, from that video for sure.

Ian

Yep, yep. If you, if you kind of want to keep them in your universe, you can suggest, you know, other, other videos for people to watch and some of that too. You know, I believe actually YouTube does some of that automagically to some level too, just with other videos in your in your channel. What were you going to say, Jeff?

Jeff

Ian, I was going to say you kind of hit on. On a, you know, nerve. Don't. Sorry about that. Don't be clickbait. Not. Not you personally, but anyone listening is don't be clickbaity in your videos, right? Your video's got to be consistent with your brand, with your message, and it's got to move toward developing trust. You can, you know, like, be clickbaity in the first six seconds to get people to watch it and then do something completely different or take them over to a landing page on the website where they get something completely different or the, you know, hidden costs or just, just don't do it. Just, just don't. You know, we were talking before we started the show about there's an old Bob Newhart. Just go to YouTube and Google Bob Newhart, stop it. It's a great comedy sketch, but the bottom line is just stop it. Don't do it. Don't even think about it.

Ian

And I think you're more in more danger of clickbait if you. Even more so you do it like, than you doing it yourself is if you hire the wrong marketing team, right. Just because they're versed in, you know, what can do and they're. They're really driven to produce results for you. And sometimes they can, you know, lose focus on alignment with your values. And that's when some of that stuff I've noticed creeps in, if is you hire the wrong team.

Ken

Jeff, let's talk about how we can start to get more out of a video. So using captions or even dubbing it can increase accessibility and also expand who can view your video and increase your reach on that video. Can you talk about ways that small businesses can take advantage of that? Sure.

Jeff

Yeah. So captions. There's a couple of ways that you can do captions that can be what Ian calls burned into the videos, part of the video itself, or they can be outside of the video set up as part of the video playing system so that, you know, they have to be enabled and turned on. And there's pros and cons to each. But, you know, what are captions overall for? They're just another way to make your content consumable by a broader audience. Or maybe some people, people that can't turn the speakers on or people in the accessible community that can't hear. So having captions increases the number of people that can see and follow what you're talking about in your video without having to have sound on There also can be used as a technique to make the video a little more dynamic, a little more movement oriented if you will. If you've got words popping on and off the screen in different colors, some people can find them distracting acting. So you got to be careful not to overdo it. But, but it is a technique to kind of emphasize what you're talking about, what you're saying in the video. So captions can be generated a number of ways. Especially now with the AI tools. If you're doing the, the cc, the closed captioning, it's a transcript, right? So you can upload the transcript of your video and then some of them will even go to the point where they're timestamped and then synchronized to the video. So that can help in search engine optimization. It can help your videos be found by YouTube. Ian mentioned YouTube is the number two search engine. So you know, techniques like that can, can be helpful for even getting found. So they have, you know, applications to who can consume your content. They have applications who can find your content. It's just another arrow in the quiver. And then you also mention voice dubbing. So you know, I used to think video voice dubbing was the kind of the old, you had a, you know, spaghetti western that was recorded in Italian and they voice dubbed the English over it and the voice never matched the lips. I mean, yeah, that is a way to take a video and make it accessible to a, you know, non speaker of the language you're recording in. But now especially with AI and Ken, you mentioned hey Jen earlier, the ability to have an avatar that can speak any language can open up a huge audience. I mean I could build a video of me delivering, you know, a talk in Chinese if I want to. I don't speak Chinese, Japanese, Swahili, French, you name it. Dozens, hundreds of languages are now accessible to you as a business owner. If you're trying to reach a community that you may want to have those available and it's, it's just build out another version of the video maybe or even build out a dubbing section so that somebody can select the language they want to use. So it's just good all around practices to do now considering how easy it is and how cost effective it is to get it done. You don't have to record multiple versions, you don't have to pay for language translate. You just let the tools do the work. I think I mentioned, hey Jen, Kapwing will do it. Descript can do it. There's a bunch of them. You just google any of that. It's really, really powerful.

Ken

Yeah. If you create a video on using a smartphone app like Caption, you know, obviously it's by the, by its, by the name, it's going to be able to incorporate captions on your video.

Jeff

So there's another one that comes to mind that's web based. It's not important. It escapes me now, but there's just a lot of them that do really good job of building language overdubs.

Ken

Yeah. And you know, captions like for social media, a lot of times you probably should have captions on your video because, you know, usually people prefer to turn off sound on social media in part because maybe they're surfing Facebook when they're. While they're at work and they don't want to get busted by a loud video that starts to play. So, you know, so you, in order to catch people's attention, having captions just makes a. Hack them a lot of sense. Yeah.

Jeff

It also goes back to, you know, if you think of the way people consume information, some people are auditory, some people are visual. If you want to get the best of both worlds, you got to have both. You gotta have the visuals and you got to have the audio aspect of it. So yeah, don't ignore one for the other. Just because we tend to think of videos being a visual medium, you know, with sound, doesn't mean that reading captions aren't important to some people as well.

Ken

Yeah. Paul, let's switch over to video marketing versus video creation. So, you know, look, I get it. It's really easy to fall into this trap because it takes a lot to produce video content. Therefore, many businesses and marketers fail to promote the video after it's produced. As a matter of fact, according to Wistia, it's only about a third of marketers actually promote their videos. So what's a way that a, you know, a small business can kind of balance the promotional aspect of the videos that have been created and get those out there and try to increase the visibility and reach of those versus, you know, handling, you know, the overall productions.

Paul

Yeah. Put it on your calendar. I mean it's. Yeah, you're right. It's. It's hard because it takes time and all. Even though AI is making it faster to create videos, it. We all have a million things to do every day and it takes time to promote video. So one thing that I've heard is when you create a video, spend before you create another video. Take one week and promote that video on every channel. You have email, Instagram, Facebook, whatever, YouTube. But you have to make the time to do it. Instead of getting in this mode where you're just pumping out video content, which is important, but you have to take time to promote those videos too. Because if people don't know you that the video exists or that you created the video, they're never going to see it.

Ken

Yeah, I mean, just because you create video doesn't mean that it's going to be visible. Just because you post it, you know, on whatever platform, whether it's Facebook, YouTube, you know, you still have to do things to get people to be able to see that video. You know, there's a whole concept of video SEO, but you know, also leveraging the power of the algorithms, you know, of specific platforms. You need to kind of understand that stuff as well. And, you know, just as an example for me, I've been, you know, producing a lot of YouTube shorts lately. My focus is to get it on YouTube and get it posted as, you know, as a short. I could easily take that same video. I could put it on Facebook as a reel. I could put it on Instagram as a reel. If I use TikTok, which I don't, I could put it on TikTok, I could put it on LinkedIn. I'll have, you know, the portrait style, short video styles that are available to you, that takes a lot of time to do that. And if you don't plan for and budget that time, you're missing an opportunity. And, you know, it's great to put it on YouTube, but that video may perform as well or even better on one of these other platforms as well, just because of the nature of the content, you know, and the whole social dynamics that, that go on in terms of reach and visibility on those platforms. But it takes planning for sure. And it's really easy to say, okay, got that video done, I got it posted on YouTube, I'm done. All right, you're kind of missing the boat. All right, next, I'm going to kind of transition over to repurposing. So, Ian, I know you're a big fan of creating webinars. I like to create webinars too. I don't do as good a job of producing webinars as maybe I do some other things. But, you know, webinars are fantastic content. You know, it's that value in advance concept. It's. It's providing value. It's helping educate people and helping them understand a problem, you know, maybe be able to articulate it in the right way so that they can start to look for the right type of solution. So it's a very powerful piece of content. You know, a webinar could be 15 minutes, it could be 30 minutes, could be an hour, it could be two hours. That's a lot of content that you can take and repurpose and break into chunks and still deliver massive value. And it drives your content engine. And so you can turn that content into a video po. I mean, a blog post. You could turn it into like multiple reels or multiple shorts. You could take that and turn screen snapshots of key points and turn that into image based social media posts. You could summarize it and turn it into a lead magnet. You could build email campaigns. You could probably generate something from there that would serve as a good press release to increase mentions about your business and your brand across the web. Lots of different things that you could do. And I think that video repurposing and the whole suite of repurposing tools that are out there, opus exemplary, AI Descript, Kapwing are all such great, easy to use, relatively easy to use platforms. But again, it has to be done by design and it has to be part of your master plan. I think a lot of people, again, you know, you kind of burn up all of your energy just producing that one big piece of content and then you fail to take it and break it up into chunks and repurpose it and reuse it through multiple channels and then you forget to on top of that, which if you are doing that, you forget to promote it it and drive traffic to it. So it's this. This is why you need a marketing strategy and a content plan and a team who knows how to do this. Just having a great video in and of itself does you very little good. You've got to get it put out there on the right channels and promoted and entice people to want to consume that bigger piece of content as the best way you can.

Paul

Yeah, and the right channels is as many as possible because you don't know where your potential new prospects may come from.

Ken

True. And if you, you know, I mean, you should. I saw a post from Mari Smith, who we had on our podcast, you know, toward the beginning of the year. And you know, one of the things that happened this week is Facebook shut down massive numbers of Facebook groups for no reason, claiming that they had violated Facebook policy. They hadn't. Some of them maybe have, but the overwhelming majority had not. And so Mari put together an email this morning that I got that said, you know what? You should whatever platform you have, that is your primary platform, you probably need to have at least two backup channels that you can heavily rely on and go to. So if you're a one trick pony and you put all of your investment in Facebook, you're begging for trouble sooner or later. If you put all of your effort into Google and that's all you do, you're begging for trouble sooner rather than later. You need to look at other channels to build and sustain your business. Email marketing continues to be one of the top performers. Getting another platform that's complementary to the platform that you're using is also critical. So I, I thought that that was just a tremendous point, you know, because too many people, you know, they, they become over reliant on that one channel and God forbid if something happens on that channel, you know, I mean, we're seeing just out of the blue, for no reason, Google decides to suspend somebody's business profile. Something in the AI said, ooh, this is not right. And they shoot first and ask questions later and then they put the onus of proof on you so you're guilty until you prove that you're innocent. That's the model we live in online. And in order to be, in order to safeguard yourself from that, you need to have an omnichannel strategy. It's absolutely critical.

Jeff

Yeah.

Ian

And just to reinforce the value of webinars and to try to reduce the fear that some people have when they hear that because they are so powerful is just think about frequently asked questions that people are asking you in your business because you are the expert. You answer those questions every single day. Or your people do just record, you know, set up a webinar with some, you know, slides about, you know, here's, here's one frequently asked question, if it's a deep one, or here's three or the top five questions we get asked and just do a video of you talking to those answers, of how you answer and respond to those frequently asked questions. Super easy. And you'll be surprised how good you can do it. And then the second webinar you do will be that much easier.

Ken

Yeah, and that's a great point about using frequently asked questions, whether it's a webinar or whether it's just creating a video answering that frequently asked question. Frequently asked questions are, are fantastic sources of content. They're SEO rich. They're obviously user intent driven because they're focused on either removing obstacles that are keeping people from taking action or providing that additional information that differentiates you and adds value to your Proposition so that people select you over somebody else. So using frequently asked questions as your source to get started with video I think is one of the best, easiest ways to get started.

Paul

And don't forget about should ask questions.

Ken

Yeah. Ian, what keeps small businesses from making more videos and how can they overcome the time budget idea blocks kind of concerns?

Jeff

Yeah.

Ian

What I found interesting about the Wistia survey was that it. So I'll just read the response or the findings because I think they're really interesting. So the question was what's holding back? What's holding professionals back from making more videos besides time? And that's telling because the biggest one is time. But they didn't even quantify that in their survey. So the highest one was almost 60% of people responded saying the company size and resources and maybe time is part of the resource, I don't know. 38% was cost. 25% responded with technical capabilities. So they don't feel they have the technical prowess to do it. 16% said they lack ideas or stories and that's what we've been talking about a little bit. And then 13% said they don't have the buy in from team leaders. And so you know, that's pretty telling. Just about, you know, what's holding people back. And what I find interesting is they probably didn't ask the question in this way. But I think fear holds people back a lot too. The fear of what am I going to look like, what am I going to say, I don't want to look stupid. You know, all of those things that people have, the fear of public speaking, especially if it's a live webinar or a live event. But the beauty of video is that you can record yourself a hundred times. You shouldn't. It's probably okay like you know, try. If you're not completely satisfied with your first video, try do maybe three or four other tries of it. Especially if it's a short video and have somebody else look at it like that. That can immediately tell you if it's just in your head or not. But I think that's really important. And then thinking about how you're going to pre plan it. Right. So if you, if first of all have a commitment, if you say this is, this is something worthwhile doing and investing in for my business, then just commit to doing one a month or do for the for longer form or I'm going to commit to doing five or 10amonth and batch do it. I mean you'll be surprised. You guys know this. I mean Anytime you can batch the work up into, you know, just staying focused on the task at hand and whether it's you or somebody else, multitasking does not work well for video. Like, if you can just stay focused and keep at it and you've committed a certain amount of time to do it, you'll be surprised. The other thing, you know, that's a really good tip is there's a lot of tools out there that have precast templates. I mean, even Canva now has video templates that are very, very helpful for you from a slide standpoint or from a background standpoint standpoint, zoom, you know, whatever tool you're using probably has templates set up that you can leverage and then, yeah, use those frequently asked questions. And if you're able to get clients on as well, you know, if you can get a client to ask the question and then you respond to it, wow, that's super powerful because people can put, it's all about helping them put on or wear or, or, or see themselves as that other person. And it reduces barriers, for sure.

Ken

Yeah. One thing, for example, I know because I've, you know, I've lived with myself my whole life that I am horrible at reading out loud. When I have to read, what comes out of my mouth is not what my eyes are seeing. They just don't line up. They never have, they never will. And so I know a lot of people get really freaked out because it's like, I can't record this video because I can't memorize this script. I can't do a teleprompter. And teleprompters are a good friend, you know, for video. There are some great solutions that are out there. Some have teleprompters that are built in. That's why I personally decided to leverage also because I'm deeply in the world of AI these days. But I didn't want to have to read all of the video scripts that I, that I write. I review and I vet every one of the video scripts that I produce. But I didn't want to be having to be on the camera live, fumbling over my words, trying to read a teleprompter to get a key point across. And you know, when you're doing shorts and you're Talking about a 30 to 60 second video, time is of the essence, elegance and efficiency of the language that you use and getting to the point is critical. And so I've chosen to clone my AI video avatar. And now whenever I'm ready to create a New short, I can just fire up that. That video avatar and boom. It. It actually is me reading the. The, you know, the script in my voice or very, very close proximity or facsimile of my voice. And that's, you know, that that's a massive barrier removed for small businesses. Now there are probably some concerns that are certainly legitimate about how can people, maybe people can take that likeness and use it against you in a negative way through deep faith and stuff like that. They're gonna. If they're gonna target you for deep fakes, they're gonna find a way to do that anyway. So I just think, you know, it's a massive, massive productivity gain and a massive stress reliever if you're taking advantage of some of the tools that are available out there. And the biggest challenge is, how do you know all of this stuff? You know, how in the world would a small business owner know that there are tools that are out there that can do stuff like this? Well, that's where you've got to hire, you know, and. And work with the right guides to help help you, really guide you through the whole process of helping you build and grow your business and improve your profitability.

Ian

I want to share just a. So taking away the AI aspect, right? Like, I just want to share with people a couple tips that I've experienced with some of my clients that have felt some trepidation in doing videos. One super easy thing you could do is have a zoom conversation. So me, as the marketing consultant, have talked with clients and I let them know, like, they know we're recording it and that we may use the content for video. But one of the things I find when you're talking to another person, even if it's virtually, the passion can come out very quick, right? The person's passion for their business, passion for their clients or patients. When that comes out in video, it's very powerful, but it doesn't come out unless it's in a conversation, usually. And then the other one I found that works really well is actually create. As a professional, I can create a script for my client, give it to them, let them try it a whole bunch of times, like, you know, three, three to five times max. But then we take away the script, right? Because then they've kind of got it locked in. And if they just have a few bullet points on their screen, like, you know, don't forget to talk about if it's a CPA, right. CPAs are fantastically well educated, very smart people, extremely passionate about helping their clients get their Finances in order, but not always particularly good on camera. But if you can help them rehearse it a little bit, but then just say, like, don't look at your script anymore. But we're going to cover these three areas or five areas. I, I've just seen, you know, some, some really great transformations come over people where that they can just talk because they know the topic. It's not that they don't know the topic. It's that they were trying to box themselves into this script. But the script frees them to know that they, they've rehearsed the talking about this topic in a particular way. And, and again, it's not about the script. It's about just equipping them to talk really effect authoritative about a topic. I've just found those things can be really transformational in people that have trepidation around doing videos.

Ken

Yeah, yeah. I mean, you know, just another thing is to, is to start out just laughing, loosen up, move around, you know, just move, do anything to just kind of get you out of that mode. It's like, oh my God, I'm on camera. You know, and you kind of become paralyzed by that. Start laughing, you know, start moving, just, just roll. And then you can always clip off, you know, the unusable part of the video and maybe you can even take that and turn it into funny outtakes, you know, as appropriate. If some of that footage works, we're running up on time. So I've got a couple more questions I want to get to with Jeff and Paul. Jeff, how can you extend the life of your webinar and get more value out of it if your webinar is obviously video content?

Jeff

Yeah, I'll hit this really quick. It. There's a reason this question's in the repurposing section, right? Repurpose your webinar so it's a video, it's been recorded. That doesn't mean that it ran and it's done. Especially when you plan the webinar, try and plan at least a significant section of it, if not the entire thing, to be what we would call evergreen. You know, don't talk about, you know, who won the game last night because that kind of puts a date stamp on it. But make it, you know, broader based. And obviously you might have a specific topic that does need to be, you know, time based. But if you can make it broader based that you can use it over a span of months or even, you know, a year or two and then make it available online, it will be almost universal. Fact that you will get more views to your webinar online over time than you did have live attendees. So if you're going to go through the work and the effort to record the webinar, plan on using it over time, plan on recording it, plan on making it available, and then put it out in places where people can get to it. And maybe as part of an ask, in other words, don't just post it. Here's a link to the webinar on the website. But say, hey, would you like to view the webinar? Maybe post 5 attention getting enticing bullet points of why somebody would want to view the webinar and then ask for their email address to be able to send them a link to the webinar. So gate the content, in other words, you know, put it on a page where you're going to have a call to action, you're going to be able to watch this webinar. But first I just want you to do this one little thing. Maybe it's a lead form, you know, but, but do something to get the gift that keeps on giving. You know, record that webinar and get it out there multiple times, multiple places. You could potentially translate it in other languages. Again, we were talking about AI tools that do that, that potentially it could be gathered up and monetized. You could have, you know, the for sale. Our 10 best webinars of, you know, 2025. There's a lot of different ways that you can reuse the content and get the most value out of it. But again, keep in mind ongoing lead generation and connection and engagement, drawing people in down that customer's journey funnel of know like and trust. And also repurposing into other content as we've talked about several times. You know, a good example might be a financial planner that puts out a retirement webinar and then repackages that into a blog post that's titled 5 signs you're not ready to retire. That's attention getting. And then in order to get that content, you know, maybe it is lead gated. Now they've got leads coming in for a long, long time. So think repurposing, think ongoing value and bring that up forward into your planning process as well.

Ken

Yeah, Paul, let's shift over and kind of wrap up with short form videos since short form videos are so hot right now. As a matter of fact, you know, Wistia says that they're in search results up to 183%. How can a business make SEO friendly.

Paul

Videos that actually rank yeah, I'll hit this really quick. So, yeah, video thumbnails are appearing in like 30% of search results. And especially short form videos are showing up more and more in the featured snippets. So like we've talked about today, not just in this episode, but video is not going away. Okay. So you have to figure out a way to do it. And when, when you post a video on YouTube or you have a video on YouTube, you can put titles and descriptions in there to tell people in YouTube what that video is about. You can put keywords in there that will help it rank. You know, there's different things you can do like that embed it in your, on your website, your blog, and put the transcription with the video. And those are just some, some quick things you, you can do to help them rank and promote them. It goes back to we were talking about earlier. Promote it.

Ken

Yeah. One thing that I want to mention before we do wrap up is, you know, with short videos, you know, I think you, you can kind of deviate a little bit from a content calendar. And Jeff and Ian, I know you guys are really big time into, you know, kind of locking in on a calendar. So you may or may not agree with, with this, but you know, I, I love shorts because I think they're quick little experiments to find out which, which is working best, you know, and it could be, you know, can I use a story to convey a message? Is that more effective? Can I aggravate a pain point and is that style more effective? You know, and you can have like, you can test like, like three different models of video content, you know, all organized around the same topic that you want to cover, but see which is your top performing so that you can make a bigger investment based on your target audience and how they, how they respond and interact and view your content. But I think shorts are a great way to do these little micro experiments. It's almost like a B testing to see which, which form of delivery and which kind of message hook is going to be more effective to get me entered this topic, introduced to my ideal customers.

Ian

And I love that idea. Yeah, yeah. I would just say why can't you put in the calendar that you're going to test this? It's strategy. Right. You can adapt. It's flexing. Right. Your calendar is not in stone.

Ken

Yeah.

Jeff

I'm going to say alongside the, you know, testing and experimenting with things as you think about them, just adapting to, you know, what happens in town. Yeah. I've got a roofer that's a client. And, you know, we might plan out a content calendar along a certain set of topics, but all of a sudden a hailstorm hits. You know, we want to be talking about hail storms and roof damage, you know, that caused by golf ball size hail. So, you know, you can use a short, you can use something that's quick and easy to produce as a way to, you know, keep your, your content calendar intact but also augment it with things that are important at the time.

Ian

Yeah, 100%. Yeah. Again, the, the content calendar helps ensure you, you create the content you're committed to, but it, it's not there to restrict you, it's there to empower you.

Ken

Right, Right. Yeah, yeah, yeah.

Jeff

Make sure it gets done. You. How do you eat an elephant? One bite at a time. Right. Plan it out and, and just chip away at it.

Ian

Are they tasty?

Jeff

Never had an elfin steak, Ian?

Ian

No, I haven't.

Ken

All right, well, with that, I'm going to wrap this episode up. So just, you know, for our listeners, if you haven't already figured it out, you know, video content is so critical. It's the fastest growing medium for a reason. People engage with it, they share it and they act on it. And so hopefully you've gotten some insights today from our podcast and from our guests and guides that will give you some actionable steps that you can take. And if you need help, certainly reach out to us and we're happy to help you guys out and give you direction and help you come up with a better video marketing plan. With that, Ian, I'm going to turn it over to you.

Ian

All right, thanks for joining us today, everyone. Smash, smash, smash, smash that, like, button, that subscribe button. Don't smash the people near you. Be nice to them. And until next week, folks, keep calm and mark it on.