Name: How to Win in B2B With Video ft. Wensy Antoli at LinkedIn
Uploaded: 2025-10-21T18:16:04.654Z
Duration: 55 min 20 s
Description: How to Win in B2B With Video ft. Wensy Antoli at LinkedIn

Transcript for "How to Win in B2B With Video ft. Wensy Antoli at LinkedIn": Hi, everyone. My name is Cindy Dubon. I'm the director of growth marketing here at Goldcast. Um, I'm gonna bring up some slides so I can share with you guys. Uh, if you are looking to join how to win in B2B with video featuring Wensy and Antoli at LinkedIn, you're in the right place. Uh, what we'll cover today, why video is the most effective medium right now, the differences between scroll stopping and forgettable video, practical tactics for building attention grabbing video, and then low barrier video formats that will deliver impact. And, of course, we will reserve some time for q and a. With that, I would love to welcome Wensy to the stage. Wensy, if you can navigate onto the stage. Uh, she is a creative strategy lead at LinkedIn. Wensy, I'm gonna pause my sharing and give you the floor. If you wanna just intro yourself, tell everyone where you're joining from, um, and then kick take us off. Awesome. Thank you so much, Cindy. Uh, great to be here. I am, yes, a international global guest. Um, you can probably tell from my accent, I am not uh, from North America. I, um, I this is actually very confusing. I'm from Australia originally. Um, I live in London, but today, I'm actually dialing in from Dublin. Uh, so a bit for a bit is everywhere. lucky to have you, Wensy. Thank you so much. I'm gonna go ahead and hang out in the backroom for a little bit and let you, uh, kick us off with some of your recent findings. Brilliant. so I'm here to share the B2B video revolution with you guys. Um, I'm senior creative strategy consultant, uh, at LinkedIn, based in London, as I mentioned earlier, and I work with our clients, uh, to help them activate their campaigns on the platform. I also lead on some creative insights research with the global team, working on narratives such as this one. So what here to talk about, uh, video in B2B, you know, times are changing and have been, uh, uh, quite some time insofar as there are new tech developments all the time. And each wave, each, uh, evolution has kind of brought us, uh, closer to more visual content, more interactive and personalized content. If you remember, we used to use or some of us used to use, uh, MS DOS, right, and command lines, uh, to, you know, to kinda execute, uh, tasks. And then we moved into, um, we moved into Windows, uh, or, you know, Explorer for those Mac users on the line who which is essentially Windows. Um, and then, of course, web browsers, HTML websites. Um, you can I've got touch screens, uh, and now multi screening. So each time it's become a lot more immersive and it's changed how we communicate. It changed how we convey information, especially as marketers. And we believe that video has become the new language of B2B communications. So on LinkedIn last year, we actually saw a 154B video views. Now consider that LinkedIn hasn't been a traditionally, a video first platform, but this evolution, this growth has happened organically. And, um, as most of you will know, we are one of the key channels for B2B marketers. Um, and so, you know, it's clear that video is is taking over. Right? It's it's starting to eat the world in the same way that software, um, had transformed, you know, how we connect with each other and how we operate at at scale. Um, and this this viewership actually represents a growth of 36% year over year, and we we continue to see this momentum. And so this isn't just a fad or a trend. It really is a seismic shift, right, a paradigm shift in how we do B2B marketing. If you look at the last five years, global video ad spend has actually doubled. And then if you look at LinkedIn, we see the exact same, uh, growth happening on our platform in line with global video ad spend. And, again, we are a primarily B2B platform, so it isn't just b to c brands contributing to that number. And video itself is really outpacing all other ad formats on the platform as well in terms of growth. And part of that is because B2B buyers, their content consumption behaviors and habits and preferences has have changed over time. Right? So, you know, nowadays, uh, when you take your work hat off, you might be at home, um, watching a streaming show. And when you go back to work and you put your work hat on, your preferences don't really change. Right? So if you were served content presented in video form, that's going to be more appealing to you. And B2B buyers and decision makers, they're just like you and me. Right? Uh, so much so that just the B2B decision maker segment alone, we saw an increase in 26% video views. So purely, uh, those individuals we've identified as B2B buyers on the platform. And they're using video to evaluate different solutions, um, from, uh, from brands. Sorry. I sort of blanked there. Uh, solutions, uh, offered by brands to help them solve some of the most pressing challenges. And so why is video important? Why now? Like, why are we seeing this shift, um, in behavior? Because video has emerged as the most effective type of B2B marketing content according to eMarketer. And within that, they found that short form social video produced the highest ROI according to B2B marketers. Right? This is globally. And you can see here that it outperformed testimonials, case studies, uh, web webinars, animated video training, product and service demos. So the more traditional type of content. So this is really interesting in seeing how some of those almost Gen Z, uh, behaviors have infiltrated the world of B2B. to b. And why exactly is video so effective and short form video so effective? Well, it's the memory factor. Right? With video compared to other formats, it has a distinct advantage in driving attention in telling stories. And, you know, if you look at attention as measured by dwell time, that video, uh, actually drives the most attention compared to other formats, and, you know, that actually makes sense. So, you know, uh, the videos when done well, uh, hooking audiences in, they're engaging with video. In fact, they're engaging 40% more than other formats. And if we kinda see this as a chain reaction, then the next link in the chain, uh, once engaged, is that they're more likely to retain a message at 95%, which is really high, um, retention rate compared to text, which is or a copy based content, which is around a 10% mark. So compared to other formats, video is exceptional at driving, uh, memorability, and that's kind of what, you know, B2B marketing was all about. It's all about, you know, uh, creating those brand memories within our target audience. And memory itself, it banks on emotion. So again, if we think about video as a format, um, we can see here that sponsored video, so that's video ads, compared to carousels, compared to study ads, um, they actually generate the highest total amount of emotional reactions. So those emotional reactions that are not just alike, but a heart or an applause, um, or a care, for example. Right? That is the audience's way of signaling that content resonated with them, and we know that if something is more emotional, they're more likely to take action. And so aside from, uh, you know, uh, emotive storytelling, um, that, uh, will we foresee will increase among b to b, uh, brands. There are some other trends that, uh, will shape, you know, the year ahead of us. And, of course, if you have, um, emotive brand storytelling, you need a character to root for. Right? So we see brands getting into character. And characters, they can be, uh, real people, um, and real individuals, or they can be fictitious, uh, characters well as well. Right? So if you look at this example on the screen here, we've got a couple of, um, executions from Bosch for their like a like a Bosch or like a boss campaign. And this is Sean here. That's the name of the character who sort of and has this kind of sort of comedic tone. Um, he is a recurring protagonist in this series, uh, that they've created. Right? And this isn't, uh, an exception. This is actually quite representative of a growing trend where we see characters in episodic content, and they could be characters that come and go between seasons or they could be mascots like Duolingo, for example, or Duo as he's the owl, the very famous unhinged owl he's known as. Um, and, you know, brand characters, they are such a unique, um, brand asset and and definitely underutilized brand asset as well, right, as we can see here. The second trend that you've probably noticed yourself is that, well, everybody is talking on LinkedIn. So the cast of characters go beyond just made up characters and mascots and extends to experts in a particular industry, um, you know, your own company executives, as well as employees who are subject matter experts in their domain. Right? And what we're seeing is that they're finding their voice through content that is appreciated by the community because it educates, it inspires, it keeps, um, it it challenges people, uh, they challenge people with unique points of view. So we're seeing a lot more talking to camera pieces. Perhaps some of your colleagues have started doing that. Um, and, usually, they're sort of done as a self film on a, uh, on a mobile phone, uh, in a vertical format. And for those types of videos, we're seeing higher click through rates of up to 54%. The third trend is all about AI and AI's creative uprising from something that is seen, yes, of course, as a driver of efficiencies, um, in terms of, you know, uh, compressing the traditional content creation workflows, right, um, to be more of a storytelling powerhouse. So as you could see in this example here, which is, you know, a great use of, um, AI, it's for the most part, we see it as almost a novelty ad, right, where AI content is referencing itself, um, as as it's done in this Fiverr ad. But, actually, AI is almost that unsung hero or becoming that unsung hero behind the scenes that helps to optimize the entire end to end process. And we will talk a bit more about that later. So those were a few of the trends that we were seeing, um, but, you know, the TLDR is that video is taking over. But how do we do good video? What is even considered good video? Well, to answer that question, we produced this mini playbook, the art and science of video. And how we did it is we conducted the largest analysis of B2B video ads using AI and machine learning to help us identify, tag, and analyze over 13,000 B2B ads on the LinkedIn platform, which equals about 500,000 video frames. Excuse me. And we uncovered one powerful truth on what drives video success. It's that video works and the old formula doesn't. Right? We all have a hot take on what we think. Like, some videos, I have many strong subjective opinions. Um, but, actually, we wanted to to make sure we were rooting this in data and what we were seeing, not just in organic content where there is a lot more creative flexibility, but what works in paid, what actually drives the marketing outcomes that we want. And a lot of the ads you see that are a bit too b too boring, that they're not it. Right? So ads that look like moving billboards. Um, and by that, I mean, if you imagine this slide here that is animated, that would have worked as an ad on LinkedIn. What we see work more effectively is more authentic content, real content, um, emotive content. And this isn't theory. This is what we're seeing, uh, as a principle in effective video on our platform. So clickbait doesn't work, and content that looks like a slideshow, uh, also doesn't work. But what does work? Um, of the 13,000 ads that we looked at with the support of AI, of course, we identified five key themes that actually drove video performance across pixels and promises. And by that, we mean visually what you see on the screen and in terms of the messaging and the promises that are communicated in the videos themselves. And we distilled it into five creative principles. At the top, you've got cultural coding and tapping into culture. Secondly, the human touch in an ever, you know, increasingly synthetic, um, world, uh, attention hacking again and busy feeds. Um, this is the type of content that cuts through the noise. Expert takes to those, you know, subject matter experts, uh, who are sharing their points of view on video and inspiring imagination. And so this is content that has a strong narrative that elevates the everyday into something more. So when it comes to cultural coding, this is when you see brands make references to something happening in the cultural zeitgeist that makes them instantly relatable. This could be, um, you know, localization beyond translation, so referencing a local cultural event. Or it could be when we say culture, we also mean culture on social, right, on social media. So, like, leveraging memes. And you can see here, uh, that engagement increased over a 100% when, uh, uh, brands leveraged memes in their ads as Hootsuite has done here in this kind of meme format in video. We also saw an uptick in engagement when brands referenced pop culture. And so this could be things that are happening in, uh, popular culture in general as well as, you know, to having a nod or a wink to, um, sort of those cultural codes on the LinkedIn platform itself. So that could be referencing something about, um, office culture or work culture. The human touch is really about centering real people's stories and showing authentic emotions in a non staged and non sort of cheesy way. Right? That is at the heart of effective brand storytelling on LinkedIn. So we saw, um, again, over a 100% uplift in click through when creative was deemed highly emotive. We also saw, um, significantly more engagement when stories were about people themselves. And you could see here this example from Cognizant, which is a bit of a day in the life of one of their employees. And, again, this was pushed as a promoted post. The third principle, uh, attention hacking. So this is about creating visually arresting and impactful content that jumps out in the feed, that stops thumbs mid scroll. They're purpose designed for a social context for mobile first viewing because, of course, LinkedIn is an app. And we see, you know, uh, 15%, uh, higher engagement when bold colors are used as and a 14%, uh, increase in engagement when dynamic text is used. And why that works is because it helps to almost spell out the story, right, and break down the points in a really easily digestible, uh, way, you know, that requires very low mental effort and and and it gives the feeling of it's not really work. Right? Um, and this Accenture song, uh, post is a great example. It's it's vibrant. It's, you know, it's on trend in terms of the the design aesthetic it uses. And you could see as well it's typing out the the story here, so it makes it really easy to follow. Uh, expert takes is number four, and this is all about sharing, uh, your expertise. So whether that's a representative of the organization or a leader or an exec, um, someone with authority in their domain, but delivering in a way that's accessible and not full of jargon. Of course, this depends on who your audience is, but for the most part, your audience is a lot broader and wider than you may think. So it's the the technical buyer if you're a software company and everyone else in the buying committee who may be less technical like procurement or end users. So when experts are on film, uh, we see a 53% higher engagement when they're execs, and we see 70% higher engagement when, uh, an expert is on a conference stage. And it's not just a conference stage. It could be that they're in, uh, an office setting. It could be that they're in a more casual setting. And the reason that works is that authentic content works well on LinkedIn, and that means it feels real. It feels situated in a real tangible location. And so that means green screen, um, for example, doesn't work as well. When it feels a little bit abstract, it doesn't work that well. And the final principle was all around inspiring imagination, and this is those stories that harness the power of imagination, but to elevate the everyday to the extraordinary. And so you can see a Salesforce example here that I think illustrates that very nicely. Insofar as the scenes that audiences can project themselves into that kind of represent an aspirational state or a future state. It, uh, touches on a challenge that they might be having a problem they're trying to solve, but does so in a way that's imaginative. Um, so you don't need to have Salesforce's, uh, Hollywood budget here. Um, but the key thing is that it feels like a a story that paints the art of the possible. Um, we see that these longer style films, contrary to popular belief, actually perform really well on the platform. So whilst short form video, uh, is effective, especially, uh, in the vertical format, these longer form videos, so over thirty seconds up to sixty seconds, sometimes longer, also have, um, increased engagement when they are told in this style. And when the messaging in the video is inspirational, again, we see an uplift in engagement. And so, hopefully, it's clear that to win with video on LinkedIn, it's not about serving ads that look like ads. It's telling stories. Right? They should feel native to the platform culture. They should fit within a feed. Um, they don't all have to be short as you saw here. We look specifically at cinematic style human narratives. We compare them to what looked like a generic ad, so text on a, you know, a block color background, and we saw this significant just, like, difference, right, this uplift for those much more, uh, human led stories. We then looked at, um, people perspective stories. So these are these are the videos that felt a bit more authentic and personal and, again, over a 100%, um, higher attention, um, as measured by dwell time when compared to those generic ads. So, I mean, there's there are many ways to win on video, uh, with video on LinkedIn. But, actually, um, what I just shared, so that blockbuster style brand film or this Real Talk, uh, style talking to camera type of video, they both work really well and work even better in unison. Right? The, uh, the the former here is big brand narratives. It helps to build brand belief amongst your audience and memorability. And then real export voices, they help to build trust and credibility, and it's much more, uh, of of an Internet connection with your audience. So whether it's, you know, brand awareness, um, and you have a higher budget film or it's the always on, um, video pieces of content littered throughout your content calendar, um, both work better together, which brings us to our key takeaways. These are the new rules to learn for B2B video. Video as a format, it's the new lingua franca, the new language of b to b, and it's how brands are engaging and influencing key decision makers today. Stories should be human centered. They should include expert led content that feels authentic and then more aspirational types of, uh, video content as well working together, uh, to deliver real measurable outcomes. Uh, video works across the entire buying journey, and we see positive uplifts downstream. So that is at the bottom of the funnel when video is invested in at the top of the funnel. So thank you so much. I'm thank you so much, Lindsay. That was a a great presentation. Um, we will actually be dropping the link to the report, uh, that Lindsay kind of pulled a lot of these stats from, so look out for that towards the end of our session. I also wanna remind everyone that we have a couple of polls. We actually opened one, um, during the presentation. I'm gonna go ahead and open it up again to give folks another chance to reply. But the question is, what's your biggest barrier to using more video in your marketing? And while I have the folks, uh, you know, participate in that poll and, um, we collect a couple responses, I'm going to bring pose a question, um, to you, Wensy. So I think I think from when when I talk to marketers, I just came back from a conference, uh, MAICON, if anyone was there. You know, time and resources seems to be a challenge. Right? Video still feels very heavy to produce. Many teams don't have editors or full studios. Where do you think are some key areas, uh, AI can play a helpful role in video or creating video or editing videos for marketers? I don't know if you can share insights into how LinkedIn kind of does it. You guys definitely are a powerhouse when it comes to video. And then, obviously, I am happy to share kind of what we do as well as what I've been hearing from other marketers as well. I'll post that to you first. Where do. you think AI can. us? Yeah. So topical, and we're hearing more about, uh, you know, AI and and getting questions around, uh, when and where to use AI, um, you know, recently. Right? Um, the the question I used to get the most in the past was how long should the video be? Now it's now it's about AI. So, I mean, where AI can help to scale video to help overcome some of these resource constraints you mentioned is, to be honest, the entire process. Right? From research and ideation. So let's say if you have lots of reports, um, that you've produced and you wanna pull out some some, uh, you wanna summarize it or pull out key takeaways, you want to draft an outline from, um, a kind of big rock piece of content that you've produced. AI is great for that. Right? Um, it's also good for suggesting some headlines or hooks as thought starters. Then in preproduction, say you want to turn that, uh, your findings into a video, then it can perhaps help you with suggested treatments. It can help you with storyboarding some of those key points and building out a script, you know, as well as what the shot list looks like. What kind of clips should we include in in, uh, this video? Um, in so I'm gonna skip production and jump to postproduction. And when it comes to editing video, right, or, um, like adding subtitles, captioning, um, you know, those supers that I mentioned earlier, uh, so those, you know, v effects that were, like, you know, moving dynamic text or or whatnot. When it comes to localization, like, there are just so many things. If you wanna convert a long film to a short clip, um, all the way to distribution. Right? If you want to customize copy, if you wanna personalize it, um, for different audiences, um, including in like, improving accessibility with auto captioning, uh, and so on, then, you know, AI definitely can help to shorten the the time between the concept and idea and execution. But I will say that, um, and and why I skipped production was where AI is now. And I think some of the mixed sentiment around visuals that are produced by AI is to use it sparingly and to make sure that you have, like, that human oversight and, you know, being transparent about when you use AI. Right? Doing that, it's gonna be way more credible. Um, I don't know if you've sort of seen similar things or if you you use it in a similar way, Cindy. In terms of, like, generative AI for creation of video assets, um, I can say that I personally used it. I know I've been on the receiving end of some of those prospecting videos. I know there's a ton of tools out there that kinda emulate you and, like, you waving so to create a short gift. Um, but, no, I I would say we have not jumped into that space as much. But I will say on, like, the content repurposing, I think you mentioned a lot the post production of things. I'd be remiss to not plug our own product, ContentLab. Um, we ourselves use that pretty heavily here at Goldcast, and our thought is really, like, there's a mountain of video that you probably already producing, whether that be customer testimonial videos, webinars, right, the one that we're on right now, if you're doing virtual events. There's already so many nuggets in there. And using a tool like ContentLab, you know, and there's there's a multitude of other tools that I'm sure people can share in the chat as well. Um, their the AI, I think, today is really good at editing, you know, the key points, um, throughout, like, a session based on engagement, based on viewership, chat, engagement. And so, um, for us, we actually, you know, have a lot of webinars whether we have a prospect or customer on there, and we will use ContentLab. And we actually just are in the process of releasing an AgenTek video editor that will do the editing for you. Um, and so it it does that first draft for you, and you can review and edit down the clips. Um, we we actually have another series that will show you a demo of this product if you're interested. You also can sign up for a trial in the docs tab. But, um, I think there's a lot of tools to help you get to that, like, zero draft sooner so that, um, you're not sitting on a backlog and also trying to I I think often we're in the trap of, like, creating net new, and the reality is it's like we're sitting on so many video, whether it's I've I've seen my, you know, customer marketer be in person literally just recording on her iPhone. Right? And then she'll go and edit it in ContentLab. We have webinars that we're running, um, and so forth. I see, uh, Descript. People are using that tool, like, pretty often as well. Um, I'm gonna go ahead and close this current poll. I'm gonna bring up the results. Uh, let's see. So it seems like the biggest barrier to using more video for most people is not enough time or resources feels too heavy to produce consistently, um, followed by hard to scale. Creating a few videos is fine, but sustaining output is tough. Curious if you have any thoughts or reactions to those results, Wensy. Um, Yeah. if yeah. Yeah. And I think that's totally fair. Like, uh, as you mentioned earlier, Cindy, like, not everybody has a massive in house creative team or, you know, many creative agencies and big budgets to help them produce video. And I know I shared a Salesforce example, um, but not every video that is successful on our platform is at that, like, a high production piece. Right? And I think it's about, you know, starting with planning. So, like, these are all practical things. Just produce a realistic content calendar. I think it's really important to have a regular cadence. But if you can't do it weekly, can you do it monthly? If you can't do it monthly, can you do it quarterly? I think the key thing is to map what your goals are to the resources you actually have and make sure they are tied to, you know, your business priorities. Um, other way is there a way to kind of simplify the approval process? Um, I would say that's probably in my past life when I've had to as a as a producer, that's definitely been a roadblock for me is having, you know, a a sort of very dense governance, uh, process. Is there a lighter touch model with clear sign offs, SLAs that you can put into place and say, you know, hey, marketers. If you want this published, you need to do a, b, and c and provide it in advance. Right? Um, and then, you know, you don't as a marketer or as a as a creator, you don't have to be the only person who's creating the content. Like, um, you've mentioned a great example, Cindy, that people are just filming on their phones. That is absolutely good enough. Phones are actually good enough now. Um, and I say this to someone who's worked through photography for a very long time, so it pains me to admit that. But what matters the most is actually good lighting, and you can have natural lighting for that, um, and sound. Right? And they are that. that kind of equipment isn't really that expensive. Uh, so once you have that, then, you know, chuck it into a cap cut or Canva template. Right? And then expand who can be almost like the brand approval guardian to make sure it's consistent. And I always say pass this is a personal thing, but I apply the four d's. I either do it, uh, or I delegate it, I defer, or I decline it. Okay. Um, so, yeah, I mean, I this is probably, like, some more of a common sense prioritization and and planning stuff. But, um, yeah, and, of course, AI, which you also mentioned, um, Cindy as well. For sure. I the not enough time or resources, um, it feels too heavy. I think I think a lot of us feel like when we start, we gotta, like, hit the a plus, you know, and I think getting started is half the battle. And I think the more you start, the more you realize, um, your audience might not like really polished videos. They like more they might like more casual rough on the edges. Certainly depends on your industry and, you know, your ICP. But I've I've worked in other industries where, like, the more polished it is, the more they know that it came from marketing. Um, and so they it doesn't resonate with them. And then the second part, uh, I think hard to scale. Creating a few videos is fine. I I think this actually, uh, would be an interesting exercise for AI, um, and not to, like, actually do the work. But I think if you can dedicate time to, um, document, like, the manual pieces of it, then you can kind of use AI to figure out where you can improve those workflow inefficiencies. Um, I think that when you find if a lot of it is going through transcripts, right, like, that's where a tool like, uh, Descript or ContentLab will help you cut cut that down. Um, the the latest latest experience I had was we have a recording studio product, and I was prepping some videos for Webber that I was one, uh, running. And so I recorded, like, a forty five minute video screen sharing and totally was, like, I'm gonna be up all night cutting through, like, because it's just going through. And recording studio actually sliced and diced the pieces down to just the the moments I wanted. So when I logged in, I had the clips, and I just need to go in and clean it up. And so I think, um, you'd be surprised, uh, the tools even sometimes at the the very company you're working at, what they're able to do. Um, I'm gonna go and stop sharing this result. I'm gonna open the next poll, and then let's take some q and a from the audience. If there is anyone that would like to raise their hand and come on stage, we, uh, definitely have some time to take someone a question live. I think the first question I'm seeing, Lindsay, is should LinkedIn ads differ from ads posted on other social platforms? Uh, yes and no. Right. I think, uh, I mean, there's the ideal, what's optimal, what's ideal. But as she said, like, Cindy, you just need to get started and you need to gather that data. So your trust your intuition. And if you don't trust your intuition, um, whose intuition do you trust? Speak to that person. Uh, perfection is the enemy of good. Right? You just have to start get started. So, yeah, I if you can, ideally, it doesn't, again, have to be a heavy lift. It can be a, you know, talking to camera piece. You may produce something similar for other platforms. I think it's really just keeping in mind what is that culture on LinkedIn where, you know, where we're talking yes to another, uh, human or person, but, actually, um, why are people there? They're there to learn. So so you might already have content to, um, to share. So as I said, that big, um, rock piece or white paper, something that you want to repurpose. But how do you bring a learning or education angle to it? How do you, you know, highlight what really matters most to the audience? What keeps them up at night where they can then upscale, um, you know, on whatever it is within the topic such as AI? So AI is a very popular one. I know. I I feel like sometimes it's, like, preaching common sense, but it's, like, what's a value to your to your audience? Right? What are the questions that keep them up at night? What day to day challenges do they often face? And I think you'd be surprised, like, tackling one of those questions and, like, testing out different formats and how you answer, whether it's one on one interview, one person. You might find the results to be surprising. Um, one of the questions actually with six votes, I think more or less similar is for more technical brands like those in engineering or oil and gas that don't have the same fun or casual brand voice as Salesforce or Hootsuite, how can they create a strong mix of video content that isn't limited to thought leadership? Um, and I think from your your slides number one and two don't seem like they would fit brand. yeah. Yeah. Really interesting. Uh, honestly, I don't think there is, uh, any brand that can't be made to be interesting. So I think fun and casual, sure, is a brand voice that works for certain brands. Like, in the past, I think someone is someone would have said, you know, a set B2B SaaS platform like Salesforce shouldn't have permission to be, um, as fun and interesting as they are, but they were able to, uh, well, they invested obviously in their their trailhead characters and and sort of leveraged them to create a emotional connection. Right? So I do think there is an opportunity actually in every brand to tap into a kind of emotion. So emotions don't have to be humor, although humor is a a great white space, and your audience probably has inside jokes that you could tap into. Right? It's about being relatable, so, you know, tapping to universal truth, um, that they can relate to. But it can also be okay. So let's say let's use engineering as an example. We found that, you know, for certain technical segments, those audiences also had other interests like gaming, like science fiction. And some technical brands like, um, uh, like GitHub, for example, um, who talks to speaks to developers, they were able to find they were able to create a conceptual connection between, let's say, Star Wars, for example, and what they do. So a lot of them participate in May 4, and you'll be surprised that almost every brand does that. When you've got big cultural events, like universal events like International Women's Day, every single industry, including building and construction, takes part in it. So I don't really think there's anything off limits. I think it's just how willing you are to stretch your imagination. Obviously, you got the brand police still, so worry about. And if you can't go slapstick comedy, you can you can still do inspirational. Right? You can still do awe inspiring. There are other things that you can speak to. Um, you know, if you're if what you do helps to build, uh, infrastructure, um, like, you know, smart cities, that's actually you can find a human story even within that. So I do think it's about digging and, you know, why why not give AI a spin and let it be your sparring partner? For sure. Um, I guess to drill down a little bit, what advice would you have for a team that wants to experiment with more authentic style videos, but they lack, um, having anyone that feels comfortable in front of the camera? Um, I think a lead so I would say who is charismatic? Um, maybe it's a leader. Uh, maybe it's the marketing team. Um, I always find, like, marketers and creatives, they were probably just people who really wanted to be comedians and still have already very interesting personalities. Um, the other thing is editing. Right? You can you can thankfully, on a phone compared to, obviously, back in the old days of filming on film, you can make so many versions. Right? And maybe on the one hundredth attempt, we'll get it right. Well, they'll nail it. The other thing is, of course, if you edit in Canva, you just need a sound bite or you put voice over voice over video or you film where someone isn't looking direct to camera, and it can be like an interview or a discussion. Um, and then you could sort of film them looking, uh, off center. There are I think there is sort of degrees of getting there, and it doesn't have to be just, you know, pointing a lens at someone's face on day one. For sure. Um, there's a question in in the q and a, and it's around quality of audio. How strongly does the quality of audio affect video performance? Curious if you have any insight on that. That's a great question. I don't even think we have data on that because it's something that's hard to measure, uh, with our current tools. Like, we won't have, say, a a table with the data on the, you know, quality of audio. I think, um, anecdotally, we know that it matters a lot. Like, people if they can't hear you properly, then, you know, it's it's gonna be a problem. Having said that, most video is watched with sound off anyway on on mobile. So if the audio is not great, then stick captions, like, always recommend captions, subtitles, um, or, again, those dynamic supers, uh, to tell your story or just tell tell a story in a way that doesn't need words. Right? So, like, the scenes kind of help move the narrative along. Um, I was gonna ask you, but you got to you got to it. I was like, I I'm sure you have data on how often audio is actually listened to and then, um, captioned because I actually watch I my phone is where I'm usually watching and scrolling, and my audio is, like, never playing. So captions are critical for me for sure. I don't know if that's the same for you. Yeah. It's less than 20%, actually, um, when audio is on. I mean, there are some ads that to make you put audio on. Right? Especially that, like, Hollywood style ones or you see, like, it's Beyonce in the ad or whatever. Yeah. Like, come on. Turn it on because I wanna hear this. Um, but most of the time, you know, people are consuming social feeds during like, while they're on, like, commuting to work or, um, you know, the before shutting down, and they're supposed to actually be listening to their partner. Totally. I'm gonna go ahead and close the poll and second poll and share the results. Uh, so the question was, how do you currently approach AI and video in your content strategy? Looks like over 50% use AI for written content, but video production is still manual. And then that's followed by they use AI for both content creation and video production. I'd love to hear from, uh, the folks that replied, like, what what you guys are using. I think that's helpful to everyone probably in attendance here. What tools you tend to lean on, um, for written content, content creation, and video production? Any reactions to this, Wensy?? How how about you? Where would you fall on this? Yeah. I'm actually really curious, um, to get a a sense of what people are using. I mean, there are so many it depends. Right? Like, I mentioned Canva and CapCut because they're so accessible, and you don't have to be, uh, you know, have a background in in editing on more professional suites to be able to use them, uh, especially if it's Social First. Uh, so it looks like someone's mentioned Riverside, Riverside. which is Descript. Yeah. there was at least seven 15. of you guys that replied. I was like, what are you guys all using out there? Uh, thank you, Kelly, for responding. But, Wensy, you were saying before I interrupted you? Yeah. Um, it it's interesting, like, AI in this space because we're we're seeing, you know, uh, Google share VO two clips or VO three clips. We're seeing, um, Sora two, uh, clips as well, which we don't I don't have access to here, but you guys do. And it just looked so advanced and sophisticated, but I still feel like it's experimental. Um, and a lot of, like, a lot of other tools will have editing as part of the the suite. So I think runway is one of them. So as you say, using AI to help make edits in a similar way that you would with Adobe Firefly. So, like, you know, extending the background so you can create a different center of focus in your frame, um, and that sort of thing. But in in video oh, hang on. Someone's got it. Well, we got a lot of replies. So I'm seeing. Adobe Express, Final Cut Pro, Canva, Google AI Studio, Adobe Creative Suite, Gemini, Canva Video. Interesting. And then CapCut and Canva. HeyGen Gen is something we also try to use. Yes. Um, any any of those tools new to you, Wensy?? A couple are I haven't heard of yet. I think most of them I have heard of and people are using. Camtasia, I haven't. It's yeah. Jasper, um, the team at LinkedIn actually uses that. I think it's like right now, there are a a plethora of of video creation and editing tools and some, uh, platforms that have APIs. That way, they kind of amalgamate. You can choose from a a menu of which model you want to use, like like Monica, for example, or FreePik. Mhmm. But I think when it comes to marketing content, what I think where AI video is now, it's it's still experimental, like, in terms of generating videos. So not the script, not the not supporting preproduction or ideation or strategy, but actual creating footage from it. Um, it's just still a lot of work. Right? So even if you're able to output something that's close to your vision, you still need to kind of paint over it in a you need to export it into a video editing software and then paint over it. So it's still quite laborious, I think, and it's not really there yet. So I think share your experiments, but tell people what your experience is is a great way to kind of, you know, get into, um, get into AI video creation. you thank you so much, Wensy. Uh, I really appreciate you joining us today. I feel free to hang out backstage. I'm gonna close this out. Um, so for those that have already navigated to the docs tab, you should already see that we, uh, have our AI revenue playbook series tomorrow featuring Sendoso. That's a bit more of a hands on session. You'll see product demos. We will walk through how, um, both teams are using event data and gifting, um, in their marketing strategies. Uh, there was a question I saw around, uh, Goldcast's upcoming agentic video editor release. Um, I believe we are also going to drop the link to the report, uh, that Wensy has referenced and is the source, if you will, for our presentation today. So please, um, click that link. It's not gated. Uh, I know all the marketers love an ungated asset. But lastly, um, I will just say thank you so much, Wensy. Um, I would imagine we can connect with you on LinkedIn. Um, but thank you again. Hope to see you soon on Insider, and hope you have a great rest of your week. thank you for your time, everybody.