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Transcript For This Episode:

Stacy Jones:
Welcome to marketing mistakes and how to avoid them? I’m: Stacey Jones and I’m: so happy to be here with you all today, and I want to give a very warm welcome to Nathan Levins.

Nathan is an entrepreneur and founder of we mark the world’s first input-free automated marketing platform for video as an expert in leadership digital transformation and content governance that empowers businesses to take control of their own advertising. Nathan excels and identifying and resolving roadblocks which helped way. Market chief corporate success.

His work in the space enables marketers, sales, people franchises for freelancers and businesses of all sizes to optimize their video messaging.

Today, Nathan and I are going to be chatting about the importance of corporate branding and how to optimize video messaging to best represent the ethos of your brand. We’re also going to be diving in and talking about AI, and how it is revolutionizing the ability to market. We’ll learn what works from Nathan’s perspective, what should be avoided, and how some businesses just miss the mark, Nathan, Welcome! So happy to have you here today?

Nathan Labenz:
Thank you very much. They see. I’m excited for this conversation.

Stacy Jones:
Well, what i’d love to do, and and we’ll dive in a little bit about what we talked about before. But to start off.

How did you get here today? What started you on your roadm to success, of launching this video creation tool, and it’s a bit more to be done before we’ll take over the world. But a long story. I’ll try to give you the the real brief version. I’ve been an entrepreneur for most of my career and I started the company that has kind of morphed into waymark over the years way back in , that time it was a totally different idea, a totally different concept, that we were starting with the one kind of commonality has been small and local business. So when we started off, that was the era, you know. If you can teleport yourself back to , that was the era when Facebook was kind of taking over the world.

My co-founder and I had been actually in the same class as the Facebook founders in college, and I was in their dorm and so we kind of had a a front row seat as undergrads to just how quickly that platform was growing, and it was pretty apparent that it was going to be a big part of our lives for a long time to come. We had kind of some early an early point of view on that and what we originally set out to build was a platform that kind of would be on top of Facebook and help local service. Providers establish their reputation with the help of the people in their network. That was a very idealistic vision that did catch on, and we were able to raise some investment capital to help support that, and, you know, signed up a whole bunch of small business owners and independent service providers to the site, and collected a whole bunch of reviews, testimonials, all that kind of good content back when that was pretty.

We got pretty early in that phase of the Internet. At point we had more. This stuff. The site was originally called, and we had more real estate agent reviews than Zillow. At . point they didn’t really believe in reviews yet, and we were, you know, kind of beating them. But our idealism ran into some some turbulence because we were very dependent on Facebook data to run that business. Who’s connected to? Who was really the

Nathan Labenz: You know the oxygen for that business? If you didn’t have that information, you really couldn’t do the stuff we were doing, and wouldn’t you know it, you know, a couple of years on. They really shut down access to that type of information on the platform. we had no idea why at the time it turned out later. It was Cambridge Analytics

Stacy Jones:
You know that kind of data misuse of whatever sold it. They found it. They repurposed it, and then, and they were told no more.

Nathan Labenz:
And we were told no more as well, even though we didn’t do any of that stuff. But the you know we didn’t know why the time, but in retrospect it certainly makes a lot of sense that they kind of were like, okay, we got to shut this down. so we didn’t really know what to do at that moment in time. And yeah, we kind of took a step back and said, Well, what have we learned and what people told us? And is there any way for us to pivot this into something new that we would be excited about and one of the big things that we had heard from our small business users was.

Look, it’s awesome that I have all this content but I can only ask people to like, Write me reviews on so many sites, especially as you know that was kind of catching on. There’s more sites. And now people are trying to get requests from all these different sites. So people were kind of like the ones that I have here on your site like. Is there any way that we can make them work harder for me?

Can we start to, you know? Put them on my own website as well. So we had built a widget for that, you know. Can we put them in my email signature? We had built a you know, an integration for that.

So on and so forth, Eventually people started to say, especially as Facebook was shifting toward advertising, being kind of the dominant way for businesses to grow. You know again where once was the time when you could grow for free on Facebook like that’s a long gone. You’re telling me that there was a time that more than % of your followers could actually see the content you posted.

Yeah, wild times, heady times back in the early, you know, , range, but obviously all that’s gone right. So there, there they were, shifting the platform toward Paid. And then you know our our business owner. Users started to kind of also say, like I guess I kind of need help with that. And so we turned into an advertising company because we had a lot of content for our users and you know they needed help getting it out there in any way, shape or form that they could, and the advertising was one of those. And obviously, you know, advertising is something that people are used to costing money, and they’re, you know, prepared to pay for. So we initially spun up a easy to use Facebook advertising service.

But then that kind of morphed as well. We learned over time that you know. Certainly Facebook has made it times easier, probably under States. You know how much progress they’ve made relative to those early days back. Then nobody could figure out. You know. How do I do this? It’s impossible. It’s, you know it’s too confusing it’s buggy, you know. We made it simple for folks.

Naturally Facebook gradually made it simple over time as well, and the piece that remained hard was the content. And so we constantly had people coming to us and saying, You know, executing my campaign.

Yeah, I could kind of do that, but making good creative that actually wins in the you know, hyper competitive advertising space as people are scrolling in a million miles an hour through their feed. That’s hard, and they couldn’t do that.

So we ultimately took that challenge on. So, you know, went from kind of small business reviews to small business advertising, largely featuring those reviews to then content and ultimately video is kind of, you know the final form of that content, at least until we get into the metaverse but you know, for now video is kind of the number one. You know way that businesses can reach new audiences that Don’t know they exist and you know the the problems there are are pretty familiar, right? It’s time consuming. It’s hard to create video. So we set out to make it easy, and we created a web-based tool and in our Our initial kind of mantra was like.

If you can fill out a form on the Internet then you should be able to use our product. We’re going to remove every other barrier. We’re going to do all the creative work upfront. We’re going to have all the styling. We’re going to have all the beats and the music and everything is going to sync up just the way it needs to, so that it pops.

All you need to do is pour your content into it. You know. That means your logo, your colors, your imagery, your video clips as an aside like a lot of businesses. Don’t have any video clips. So a lot of times images is is really still kind of what they’re using to composite into a video? and then obviously, your script like, what’s your message? What do you want to say, right?

And that takes us back to your kind Intro, where you said, you know, getting into AI You know the biggest opportunity that we’ve seen and seized over the last couple of years has been the emergence of all these amazing new AI technologies. From a user standpoint we would often hear like, You know, we, of course, like any, you know, a good software startup will sit down with our people and do interviews and look over the shoulder, and you know, are you able to figure out how to use the product? Is it confusing? Does the Ui make sense? And we got to a point where a lot of times people were just like.

Yeah, it all makes sense.

I just don’t know what to say. You know. I’m i’m blocked on what my message should even be. You know it’s not so much that I can’t handle the mechanics. But what do I want to say?

And so, you know, that was a problem. That was. That’s always kind of been out there, you know the blank slate blank canvas problem. People have had that forever.

But what’s new is that there is now this AI technology that makes it possible to help people write in a way that feels true to them feels compelling, resonates with the audience, and is like super, fast and easy, and that’s never really happened before. So we have really gone all in on trying to bring the best of the emerging AI technology together into our single product form, so that you can kind of say now like.

Here’s my business. And here’s what I want to say, and that’s really all you have to tell us. And then from there we and the ais do all the work, and you just get to watch the resulting video. If you like it, you can, you know, dig in and edit it more, and ultimately go download it and publish it. If you don’t like it, you can just ask for another one, and that’s honestly one of my favorite things about it. Now it’s just the ability to kind of be like. Yeah, you know, it’s almost like tinder for for creative where you’re like.

And I’ve never been on t tender because I married my high school sweetheart, but you know the concept of like I don’t like that one, you know. Let me see something else swipe this way. It’s like that way. we’re kind of bringing that type of interactivity and just super fast cycle time to the creative experience. So that’s what you’d find on today if you went and checked it out. And there is a you know, totally free demo there, where you can, you know, get you can get a sense for what kind of video you can create for your business, you know, before you have to put in any credit cards or anything like that so definitely. Try it out.

Stacy Jones:
And I think that’s what’s really cool is in for our listeners. Who haven’t tried AI, you? You’re hearing about it right now, but you’re hearing about it in the news you’re hearing about a word or a company called Jarvis. You’re hearing about all of these buzzwords about how artificial intelligence is going to take over the world and what it is doing, though it’s not taking over the world so much as enabling you to better leverage that which you could before, like our agencies, always used a number of different video technology. And we were talking about this before, like the lumin, and magisto, and all these things that I think are awesome and great, where you can load in photos, you can connect your blog, and it will magically create videos for you, and that’s a lot in the sense of what you’re doing. But you listen to your customer base, and you heard the fact that if you’re not someone who’s creative and not someone who is actually a little marketing model it.

Even when you have these easy turn key platforms to allow you to produce content. It can be very overwhelming and not knowing where to start. And so that’s where the AI technology can help you as a business you’re told that you need to blog. Well, there’s now ways that you can actually start writing out into an AI software. Platform, and then it will formulate paragraphs of information for you. Am I saying you should go and take that and post it out, and that should be your blog. Well, it can be the base of your block. It can be a background, especially if you have someone on your team who’s not very well adept yet, and they need some help, or they’re younger, and they don’t have a lot of facts, or they could sus it out.

But there’s so many ways to create content. I mean, we’re told that we need to have social content and post on Instagram. We need to, you know, be creating posts and videos for Linkedin. We need to be adding videos and content to our website, so that Google will optimize our platforms better, and it’s a lot of content. And I love the fact that you guys have actually come up with a way to smartly solve that and make people feel a little bit more confident potentially in their own skills versus just using a software design platform. That is a cool video editing experience.

Nathan Labenz:
Yeah, I thank you. I think one of the ways we think about. It is kind of in terms of this is like a, you know, with apologies to my web. friends I I talk about like creative as kind of a joke, but also serious in that.

I think we really are entering a new era of creative technology. You know, creative one is like almost synonymous with adobe. certainly other, you know, companies and products there, too. But adobe is you know, the £ gorilla in the space we’ll look at adobe who is trying to like upgrade itself to compete against canva because canva created a super easy turn. Key software and adobe went back and we’re like we can do it, too. So everything’s dumbing down so that you don’t have to be that graphic experts. Yeah, Canva, I think of is kind of the canonical creative to company, you know, creative one adobe being like originally at least power users, you know, professional users software that’s super powerful.

But men you got you know, years to master that software, truly. So naturally, Canva comes along, as you said, makes it a lot easier. Hey? Let’s do this in a a web format, you know. Let’s try to make it as intuitive as we possibly can, and the CEO there, who I respect tremendously. I think they’ve done a great job on a lot of things. she talks about people who are a little bit creative, and you know, I think there’s probably an order of magnitude expansion of the market, and that’s a huge, you know, driver of of canvas success. You look at adobe. They have you know, basically every big company is an adobe customer, and the creative department is the folks that use the adobe software hand was broken. Beyond that, you know, they can get now to the marketing team, and all of a sudden it’s like Well, you know what the recruiting team can use it, too. They’re they’re creative, and they’re a little bit creative, you know. It’s not everybody who can do it, but it’s you know it’s many, many more people, and then I think things like Waymark, and certainly we already have plenty of company, and there will be, you know, much more activity in this space as we go through this new year that we’re just embarking on. But you know, I think now the idea is like everyone can do, it, because everybody can spit out one sentence about, broadly speaking, what they want, and everybody can watch something and decide if they like it or not. You know I kind of. There’s an old Simpsons episode that has one of my favorite Simpson scenes, where Mr. Burns looks at a a piece of art, and he says, i’m no art critic, but I know what I hate. And I think that’s like a lot of what people do on our site these days is, they kind of say, like, okay, i’m a small business owner, you know. Here’s who my business is, and

I got a sale coming up, or I’ve got a new product that I want to talk about, or you know we we’re changing our hours, whatever it they’ve got a million things going on.

They haven’t really mapped that out into. Well, how’s this video really supposed to work? How am I going to get somebody’s attention? How am I going to hold their attention? You know, how am I going to time it out? So it actually fits into the advertising specs whether that might be TV. We do a lot of work with TV companies, or you know, social media, whatever. they don’t have any of those questions answered.

But you know what they hate. And you know hopefully. We can show them something that they actually like, and they can know what they like as well. But I do think of that kind of knowing what I hate as being like almost the core, you know, like I don’t like that. Show me another one, and then you get something that you’re excited about.

Next thing, you know, we still have the more advanced. And what passes for advanced, you know, in our product is one maybe a tenth of a percent as complicated as like an adobe. but you can still get into that advanced editing experience, and you know, tinker with specific copy, or, you know, Crop or adjust your images just the way you want them. but it’s so much easier for people to want to take that on when they’re looking at something that they feel good about already. You know that they know they don’t hate. They know that, like, okay, I can. I’ll. I’ll spend a little more time on this, because I know I don’t hate it. I know it’s going to be okay in the end. I think that’s such a difference, Maker. And you know, I think the end result of this is that everybody is going to have the opportunity to create content, even if they are not even a little bit creative, and I do think that’s going to be a a massive shift to honestly to to much more than marketing, but certainly a a very fundamental shift to how marketing work is is done over the next few years.

People who might not be going to the levels of creative content and production that larger companies have in the past and they’re going to be able to actually compete in better and easier and bigger ways because of their ability to harness the power of content creation without having to have a master’s degree in adobe.

Yeah, when we one of the things we do at we mark that is pretty distinctive, actually is. We really emphasize the quality of the creative, so that our goal is to make it look like you spent a lot of money, even though you didn’t and we do. In fact, we have a you know, pretty big at this point library of different

Yeah, different video template in all sorts of different ways.

But we really work hard on them. We’ve got a really top notch creative team. We put the effort into the motion graphics. One of our creative leaders likes to say, our stuff always has a beginning, middle, and end and you know it, really it. You feel like you’re watching something on the level of what you’re kind of used to seeing on TV, you know, in like, i’m like the biggest screen in your house in your home. And that is that does still set us apart. You know there’s there’s a lot of stuff out there certainly these days.

But not too many that I see. Kind of feel like, hey? You could put that on a Monday night football broadcast, and you would not be like dramatically outclassed by everything else that’s around you.

We do put, you know, real resources into that. And then, obviously, you know, through the power of software we can serve a broad audience. And that allows us to, you know, make all those economics work. But the big idea is like, we really want to bring high production value and then combining it with this like extreme ease of use these days, powered by the AI support that, you know, you can have something that people don’t, you know, on the Internet, nobody has to know that you didn’t really spend a lot of money on your on your video. So I think that is

I think that’s a big kind of feather and R cap, or, you know, differentiating factor for us.

I think you know, to to your point about like all these different types of businesses, right medicine, and you know all sorts of local businesses. I think we’re going to see impact that we’re really not prepared for. I mean the marketing workflows definitely are going to change dramatically.

it’s a little bit hard to kind of map out where the end game is there, because I do think the rules around content are gonna have to change the radical difference in the price of content. Creation is going to lead to a kind of transition phase here, where a certain set of people will be like taking advantage of that, and creating tons of content and winning kind of by the old rules. And then I do think we’re gonna have some sort of new rules emerge right? Because we’ve all we’ve already seen that there’s been a you know, even well, before. AI, there’s been a cat and mouse game between, like SEO content and Google trying to figure out how to like. Give that appropriate weight like. Sometimes it’s useful, but a lot of times. It’s not. How do we not get everything kind of cluttered by? You know people that are out here just trying to play like some sort of optimization game.

That challenge is going through the roof right, especially as the adoption curve picks up, and then the content, you know, explodes exponentially. Then you know we still only have the same eyeballs, and we certainly have the same time in the day. So content consumed like, can’t really move them that much right like one of the things i’m always kind of amazed by is people depending on what survey and what a bracket! And whatever you look at, people watch between like and  h of video content per day across devices. You know that’s it traditionally. Obviously, that’s TV. Now it’s a lot more phone whatever but that’s like a third to half of waking time. So that’s a lot, you know. There’s not really that much more can go up a bit more, but like how much more can it really go up? Right? I mean the supply of content is going to grow much, much faster than you know, consumption can possibly grow just by the fact that you know we’re still biological creatures with, you know, a certain information processing speed, and like a certain amount of you know time in the day, so I don’t know what those new rules are yet. I think one of the angles that we have on it at we mark is that quality will matter more and more over time, because you know it. Certainly the raw volume of content is just going to be explosive.

But quality, you know, will vary, and people will, just, you know, move even quicker away from lower value, lower production, value content in the future than they already do, and they already do it pretty quick. But we’re just gonna have to kind of steal ourselves even more, and just be even more selective, even more kind of quick to move on from stuff that’s not good, because there’s just going to be so much of it. And the you know the Platforms, the Google and the Facebook, you know, and the Twitter. They’re going to have their challenges.

With that, too. I think it goes even farther than that, in the sense that you know right now. You call a doctor’s office and you might get a voicemail. They may return it in a timely fashion that might not. And you know all you’re trying to do is something that.

I think an AI in the not due to some future, is probably going to be able to do which is, understand what you’re saying and translate that into putting something on the schedule, so that you have an appointment.

I think, you’re going to start to see businesses have systems that allow , natural language. You still just pick up the phone and call like you always did. But if they don’t answer, the AI might answer, and the AI might be able to handle that entire interaction of getting you on the calendar. And then it can even go further than that. Well, what’s wrong? You know. What do you need? Let’s start to take some notes if it’s a doctor’s office, Google just published something the other day that they call Med Palm.

And it is approaching Human Doctor Level performance on some pretty substantial medical benchmarks. It’s still to be fair, and I always try to give the bad with the good the way they measured it was was really smart. They kind of showed.

How often is it doing the right thing? And then how often is it doing up so? The wrong thing? And I say also there, because it can do both at the same time. I think that’s one of the things people who play with the ais, and I certainly do a ton.

The more you play with them, the more you realize they’re right about a lot of things. They’re useful very often. But if you’re not careful they will slip some stuff by you things that can pop in when you’re using AI, and you’re just like. And how did you find that? About what?

And sometimes it’s just straight up wrong. I mean the the of art, for this in the space is hallucination.

And you know, if you’re not famous, I’m, You know I’ve got like an online footprint. But i’m not famous. It knows a few things about me. But then, if I start to ask follow up questions, it will like, make up a whole family for me. It will make up details about my, you know where I would just school, or whatever it’ll come up with. All this stuff sounds very natural. Sounds like it’s, you know. It all sounds plausible, but it could be wrong. I think people over hype that problem a little bit. But it is a very real problem that users need to be aware of so anyway, in the Med cons context, they kind of showed that, like humans do the right thing. A certain percentage of the time. And you know, good news is for our doctors like it’s in the , you know, percent range like mid nineties, is kind of how often the doctors will understand the patient, you know. Remember the right information, and like conduct, the right analysis, the ais are also there. They’re just a couple of percentage points down just below where the humans are now.

The other side, though. And this is where the challenge comes in, still is the mistakes the human doctors are making single digit percent mistakes in terms of understanding and recall and analysis.

And the even the the specialized met ais are still doing ike low double digit mistakes, which you know that’s still a meaningful difference, and there’s going to be a lot of work that goes into that.

But, boy, it is really starting to get extremely good, bless you! And you know, for marketing where we’re a little bit more fault tolerant. Make sure you reads Don’t publish stuff you haven’t read, You know that’s one thing I would definitely recommend. That’s my marketing mistakes to avoid publishing things. You, haven’t read, Don’t do it. The the ais are not that reliable? They will get things wrong. They will save you a ton of time, but it’s definitely not to the point where you can just uncritically, you know. Take what it gives you, and you know, post it on the Internet. You will embarrass yourself that way if you do that more than a couple of times.

So the utility is really there, I think it’s going to change a lot of things. Mistakes definitely are still an issue. but, man, the progress is just unbelievably fast.

So if you are a listener right now, and like I have a business. And okay, they’re talking about videos and content. And I don’t even know where to get started. And obviously they can come to your website and use your software platform. But what should someone be keeping in mind like when they’re talking about video creation?

What are the best standards like? Do you want a  min video for people? No, I know that i’m being facetious, You no one wants to watch a  min video anymore, unless it’s actually entertaining. But what what are the best practices for someone?

Yeah, it’s it. I mean, boy, I’ve spent a lot of time thinking about this. I think one of the things I all almost always flag for folks is.

What kind of business are you?

And you know that, on the one hand, you’ve got kind of like the canonical plumber is. Everybody knows what it is, and they know when they need it.

And it happens typically due to some sort of episode. And so you search for it right? Everybody’s been there with a plumber. Whatever you have, you haven’t need that comes up, and it’s now, and you go searching for it. But you know, when you have that need and you know search is very good for that. In that kind of business have, you know, from a video standpoint, specifically having a few videos on your Google my business profile that comes up when somebody does search, and you’re, you know. One of the options that could be surfaced is honestly one of the most low-hanging fruit that I see people failing to take advantage of in today’s world like it’s crazy. You can put videos on your Google. My business for free Google does not charge you for it.

It will help you rate rank higher, and it’ll help to be more engaging when people are searching, and you do pop up, and I would say like, from what I’ve seen of businesses. Maybe maybe it’s up to or now, but it’s still a small minority of businesses that have even bothered to put a video there. So part of it is just like understanding where people are going to encounter you and try to be there with content that is accessible to them. There’s a certain it’s not everybody. Of course some people prefer to read. Some people prefer to watch a video, but there are a lot of people who prefer to watch a video, so having one that they can watch.

Honestly, it’s a huge difference. Maker. That’s extremely simple. But you know just having something that is there for that kind of person when they’re there. You know that that’s that’s huge.

The other kind of business, of course, is like those that people don’t know about right it. The the oldest kind of theory of advertising is the awareness theory of advertising like people don’t They don’t know you. They can’t do business with you right. They have to have some awareness and if you do something that isn’t like an everyday thing, or it’s special, or it’s, you know, kind of more of a taste thing, or it’s style, or whatever. There’s a million things that are not like plumbers. Right people don’t go searching for things I mean. Obviously way Mark is kind of like this in some respects, because people don’t the search volume on things like, how can I make a video really, quickly and easily and cheaply like there’s some. But it’s not that much.

So mostly what we do and what a lot of our customers are also doing is we got to go find our audience. We gotta go connect with them, you know, not because they’re searching because they may never come to a moment where it’s like.

I need that now. Instead, you got to break into their world. Introduce yourself, and hopefully, you know win enough attention and and make a favorable enough impression that people will take that next step and want to learn more.

And obviously that’s largely done with video today. And that’s true, really. Across all platforms. I mean whether it’s Facebook, Youtube, TV Instagram, obviously part of Facebook, Tik Tok. I mean, you know, all the big places are pretty well dominated from an advertising standpoint by video. So you know, going going to the audience is really the other thing. There are really some things you do need to do to be prepared to do that. I have a whole slide deck on like the things to do before you spend your first dollar on advertising.

You know, just trying to make sure that you have the basics in place to take advantage of that awareness that you’re creating. You’ve got to have, you know, and these are pretty basic things. But like you gotta have a mobile, friendly website, because much of your traffic is going to come from a mobile device and people will leave that website so fast if you don’t have a mobile, friendly site. Now boy, does that sound like advice from ,. Yes, but a lot of people still haven’t taken it. So I I still kind of give some really basic advice there other things like being prepared to do retargeting. If you are advertising and driving traffic to a website, and you’re not doing any retargeting or re-marketing as it’s often called these days.

You’re just not even close to maximizing your ROI reaching somebody once having them visit. I mean, think about yourself right. How often you do that, and you just kind of leave. And then like sending one email to them one time, and then never following up again. And being like. Why are they not a client half in our experience? And it certainly varies. But in our experience about half of our business is people who see our marketing immediately come through, and they buy, if not on their first visit, they like they buy within that first kind of memory cycle like before. They would have forgotten about us.

But fully the other half we have to bring along. And that’s you know through those email campaigns and through the remarketing.

So yeah, you gotta have ways to kind of bring people into a longer term you know, dynamic. And how long that is, you know, and how, also how, what percentage you can expect to actually convert on a first visit, I think will very widely depending on what kind of business you’re in, so I wouldn’t, you know.

Put too much stock in my numbers. Mine just kind of happen to work out that , , and it’s easy to remember but you know your your mileage will vary, but you will definitely need to have some sort of retargeting and kind of, you know. List, sign up, and some sort of automated, you know, email, follow up in order to come anywhere close to maximizing your advertising roi. And if you don’t, do that, you know that it’s such. Everything’s an auction. So the other thing I I really emphasize for folks. A lot of times is. you know you can. You might think to yourself. Well, I don’t care if I leave a few marketing dollars on the table. But the problem is in an auction dynamic.

If you’re not maximizing your roi, then your ability to compete to bid for the AD space is going to be less than somebody else who is maximizing. So even if you’re not like that concerned about that. It really kind of undermines your ability even to compete effectively at the top of the funnel, anyway, at the end of the day.

So you kind of have to have all those things, you know, tracking conversions. That’s another one that’s become a bit harder lately, due to you know apple and privacy and all that stuff. It’s. It’s, you know. It used to be no longer track someone across the web and make sure that, showing up in every picture that might be there.

Nathan Labenz: tougher than it used to be. for better or worse. But still you gotta have those conversion. You know trackers. Something is better than nothing. and the AI’s, you know whether we’re talking.

There’s a lot of different forms of AI right when we talk about way markets natural language, generation, computer vision. Like all that kind of stuff. When you talk about a Facebook algorithm it’s much more like discrete data, signal type things, but they’re very good. So even if you don’t track every conversion. you better believe that they are filling in a lot of information from what kinds of people do convert, and what you know what kinds of people don’t convert. So they’re. You know they you have to make sure you you close that loop for the AD platforms in order for them to serve you best so I I could. I could share that that slide that with you if you want you could, you know, post a link and show us, or whatever after the fact. But you gotta have all those things kind of they’re very basic, but you gotta have them in order to be, you know, prepared to feel good about turning the money on and then, when you’re ready to do that, you know. Then obviously, we would hope that we mark, would be your choice to make a high end video. Your original question included also something about what kind of video. obviously to a significant degree, what kind of video is determined by the platform where you’re trying to get distribution.

If you do a TV commercial, you have options generally, and that is exactly and exactly  s and you have a by aspect ratio. : and you really probably need , P. Resolution. or you’re leaving a lot of value on the table like those are pretty hard requirements. The social media is a little bit more flexible. But you know, I would not take a horizontal TV commercial type video and put it over on social media and expect it to do all that Well, like you gotta probably do something a little taller than wider.

So the platform matters a ton, The other thing I would say is other things i’ll say, and then i’ll stop One time is so precious. Attention. Spans are so short. % of people will move beyond your video in  s on Facebook. You’ve lost not a whole lot of time to get someone to actually know who you are, So Facebook recommends getting your brand in the first  s, making sure you at least get some kind of idea of like who you are across before % of the audience is gone and obviously really trying to test and dial in that first, to . Second message is usually important, because the difference between retaining and of your audience and that might be like, you know. That’s probably roughly the effective range for, like something that’s performing poorly to something that’s performing extremely well is like to but that’s times, you know that’s times more. Return on your investment if your first  s is compelling. So that’s you know the highest Roi is typically there trying to find the first couple of seconds that really connects with people hooks them enough. Facebook call used to call them some stoppers, I think I guess they probably still do

And you know you’re not going to find too many other places in your funnel where you can achieve a tenx difference from like a first version to an optimized version. So that’s that’s really key the other. And finally, the biggest mistake I cause because we’re into mistakes is the biggest mistake we see on our platform is too much content if you say everything you want to say. It is too much for the viewer. So that’s a constant battle for us, you know, trying to get our users to say the right amount. It’s almost always too much. It’s almost never not enough. it’s only sometimes the right amount, and it’s often too much that we see.

So you know the real, simple kind of best practice there would be like. Finish your video. Show it to a friend. watch them watch it, and then just ask them like to tell you back what it said. If they can do it on one watch.

You’re probably in pretty good shape most of the time they can, because you most of the time people will stuff so much in there because they have all these things. They want people to know, and all these things they want, you know, to get across, but it’s too much, and that again. what happens there? Do people go back, and like, rewatch it. They nobody’s rewinding your commercial right? So you have to. You get one shot so. or if it’s a social media, you know they’re just swiping or scrolling. So that is the number in terms of the actual video that we see produced by far. The number One mistake is trying to stuff too much stuff in there, so just go through that simple exercise. Ask a friend, hey?

Watch this. Tell me what it’s about. Did you get it. I mean, I would say, is it hard as we try? Probably still out of first attempts from our customers? They take them to that friend. It’s like, oh, yeah, I kind of lost you there in the middle. It was a lot. So you got a pair it backand the AI is helping with that, you know. We’ve certainly trained our AI to do brief, you know, appropriate first draft and people still stuff. You know too much too much content there sometimes. But yeah, but you know it’s the oldest thing in the in the world, right? It’s just kind of the the difference between the speaker and the listener or the presenter in the audience like that gap is takes a lot of empathy and takes a a purposeful effort to keep in mind like, what is their state of mind? What do they know? And don’t know? How much do they care?

They They care a lot less than you as the business owner, you know. That’s for sure. So just keeping all those things in mind, and really trying to create content with that front of mind, I think, is absolutely critical.

Stacy Jones:
Well, and if you remember, you can always create another video.

Nathan Labenz:
Yeah, Well, that’s we’ve made that about as easy and quick, certainly, as it can be in early ,, and we’ll we’ll be continuing to try to refine and and speed up and improve that process day in and day out online on the web at And yeah, you can right there, right on the homepage. You can try out the demo. Put in a little bit of information about your business. It really just requires your business name and if it’s online. That’s it. If it’s a local business, then we ask for your city and state as well. We then go out, find the business kind of show you, hey? This is the business we think. Is you. Is that right? You confirm and we go and pull in all that content. You know everything that’s written on your website all the images that you posted on Facebook all that stuff kind of second, all in to a business profile.

Then we ask you. Okay, what kind of video are you trying to make you answer that in words to words and the next thing you know you’re watching a video. So I definitely encourage everybody to try it. And you know hopefully, the first one will be great. But, as you said, if you don’t like the first one. Then you can. You know a retry is only a click away, and you can keep retrying until you get something that you don’t hate, and you’re excited to move forward with and then everyone can see it. You can send it to your mom. You can send it to your friends, and you can show them what an awesome creator you are, with the touch of a button.

Nathan Labenz:
That’s right. Every in in creative . Everybody, I think, is going to be able to create.

Stacy Jones:
Well, Nathan, thank you so much for joining us today really really appreciate your time and your knowledge and your enthusiasm for AI, because it is a fascinating world that we’re barely touching our dipping our toe into right. Now there’s so much to come and I know it’s a little overwhelming for some people and others like I. I keep hearing AI, and I don’t really know what anyone means by it, but you helped really provide, I think, some transparency and insight into what is here, and what is on the horizon a bit, and how it can actually benefit marketers today. So. Thank you.

Nathan Labenz:
my pleasure. Thank you very much. This has been fun.

Stacy Jones:
And then to all of our listeners, Thank you for tuning into another episode of marketing mistakes and how to avoid them.

I look forward to chatting with you this next week, and until then, if you would like to try to understand better how to get your brand inter woven into other People’s content through movies and TV shows and music and product, placement, influencer, marketing or working with a celebrity reach out to Hollywood, branded, and I’m happy to chat with you.

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