Latest / Selling on Giants: The eCommerce Marketplace Podcast / Selling on Giants: Creating High-Performing Amazon Videos in the Age of AI with Rob Wiltsey

Transcript

Selling on Giants: Creating High-Performing Amazon Videos in the Age of AI with Rob Wiltsey · Selling on Giants: The eCommerce Marketplace Podcast

• 0:01
  SPEAKER_00: Welcome to Celling of Giants.
• 0:03
  SPEAKER_00: I'm your host, Mr.
• 0:04
  SPEAKER_00: Will, and today we're diving into one of the most powerful tools for Amazon sellers right now, video.
• 0:10
  SPEAKER_00: Joining me is Rob Wilsley, founder of VideoFresh, a leading production company that has helped manage some of the world's biggest brands and sellers on Amazon, creating high-performing video content.
• 0:23
  SPEAKER_00: Rob has also founded Future Foundations AI, where he helps businesses integrate AI-driven solutions.
• 0:29
  SPEAKER_00: In this episode, we'll talk about the mistakes to avoid when creating video, how to make your content stand out, and why you can't outsource the soul of your brand to AI.
• 0:40
  SPEAKER_00: If you've ever wondered what makes a video actually move the needle on Amazon, you're going to want to stick around for this.
• 0:47
  SPEAKER_00: Let's get into it.
• 0:48
  SPEAKER_00: Key takeaways from the high-performing Amazon videos in the age of AI with Rob.
• 0:54
  SPEAKER_00: Video remains the number one way to earn attention on Amazon.
• 0:58
  SPEAKER_00: Movement around storytelling, sound, and emotion drive better engagement than static content.
• 1:04
  SPEAKER_00: Most brands underinvest in content strategy.
• 1:07
  SPEAKER_00: They obsess over ad campaigns and targeting, but neglect the creative itself, often leaving conversions on the table.
• 1:14
  SPEAKER_00: Long tail keyword intent should shape video creative.
• 1:17
  SPEAKER_00: If shoppers search for ice pack for shoulder, your video should show someone using it on their shoulder.
• 1:24
  SPEAKER_00: Relevance drives clicks and drives conversion.
• 1:27
  SPEAKER_00: A proven methodology beats random testing.
• 1:30
  SPEAKER_00: A B testing helps, but without a structured creative process, even the winner might not be ineffective.
• 1:37
  SPEAKER_00: Rob and his team build video funnels at all stages of the customer journey.
• 1:42
  SPEAKER_00: Don't outsource the soul of your brand to AI.
• 1:45
  SPEAKER_00: Generative AI can speed up workflows, but if misused, it becomes AI slop.
• 1:51
  SPEAKER_00: No authenticity or emotional pull.
• 1:54
  SPEAKER_00: Human touch will become more valuable in the age of AI as competitors flood the marketplace with generic machine-made content, AI slop.
• 2:02
  SPEAKER_00: Storytelling is gonna stand out even more.
• 2:05
  SPEAKER_00: Onboarding with Video Fresh is highly collaborative yet efficient.
• 2:09
  SPEAKER_00: We discussed a bit about his mastermind strategy, his road mapping, and his experience in production for inputs on live sessions and ensuring alignment with heavily timed demands and focusing your resource where it matters.
• 2:23
  SPEAKER_00: For most brands, the top 20, 30% of products deserve full-scale production, while the bottom of the catalog can leverage repurposed or templated video solutions.
• 2:34
  SPEAKER_00: So tune in below for my full interview with Rob, how and where we dive into a lot of these different themes.
• 2:41
  SPEAKER_00: Hey Rob, thanks for coming on the Selling on Giants podcast.
• 2:44
  SPEAKER_00: I'm excited to have you in here.
• 2:46
  SPEAKER_00: Before we jump into the main topic today of creating high-performing Amazon videos in the age of AI, I'd love to talk a little bit about your background, how you got here.
• 2:55
  SPEAKER_00: Um, so in terms of getting uh into video production, how did you evolve into founding VideoFresh?
• 3:02
  SPEAKER_01: Gosh, yeah.
• 3:03
  SPEAKER_01: Uh happy to be here.
• 3:04
  SPEAKER_01: Thanks for having me on.
• 3:04
  SPEAKER_01: Um, great question.
• 3:05
  SPEAKER_01: So my journey was a little unconventional.
• 3:08
  SPEAKER_01: Um, I always thought I wanted to be a filmmaker.
• 3:10
  SPEAKER_01: I mean, if you go back, you know, to my childhood, um, got to got to make a film and always kind of did um video production along the way to pay my way through college.
• 3:19
  SPEAKER_01: In college, I actually studied um uh industrial engineering, which is all about process improvement and systems and lean manufacturing and all that stuff.
• 3:27
  SPEAKER_01: So, fast forward to 2016, I went, hey, what would happen if you kind of married all of these um uh principles to create efficient streamlined operations and almost like a factory?
• 3:39
  SPEAKER_01: Like, what if you created a really reliable video factory?
• 3:43
  SPEAKER_01: Um, I I it seemed like other companies, other video companies weren't thinking about it that way.
• 3:48
  SPEAKER_01: Um, so I was like the original thesis is like really simple pricing, really reliable processes, instead of like creating every video as this sort of subjective creative piece of art, which is great to do, and we certainly are artistic.
• 4:01
  SPEAKER_01: But it's like, what if you could really distill down what makes a video successful and create a really dialed-in methodology?
• 4:07
  SPEAKER_01: And back in 2016, it was kind of like there's other companies now, I think, that that have uh also adopted that, but back then it was kind of like a new concept a little bit.
• 4:15
  SPEAKER_01: So um, so we start doing that.
• 4:17
  SPEAKER_01: We start doing it with corporate videos and nonprofits and even like educational videos and all this kind of stuff.
• 4:23
  SPEAKER_01: And then e-commerce kind of found us, like e-commerce brands kind of uh, you know, we had some e-commerce reach out to us and say, hey, we have all these products, we need videos on Amazon and Walmart and Meta and all these places.
• 4:35
  SPEAKER_01: And um, and so kind of along the way, we we made a full pivot to e-commerce.
• 4:40
  SPEAKER_01: We're like, hey, this thing we built is kind of best applied to like this is the market that kind of is like really needs this at scale.
• 4:48
  SPEAKER_01: And so, um, and so yeah, so that's for for the last five or six years, that's been our our primary, almost exclusive focus as a company.
• 4:58
  SPEAKER_01: And we're out here in uh Los Angeles, uh in Pasadena.
• 5:01
  SPEAKER_01: We have a studio, uh, we have a phenomenal team, and so um, yeah, it's a ton of fun.
• 5:06
  SPEAKER_00: That is, that's pretty crazy too.
• 5:08
  SPEAKER_00: And uh like what categories do you think you serve the most out of like all your portfolio of clients?
• 5:14
  SPEAKER_00: Do you find like you get a lot of work around like the pet category or beauty, or is it always kind of a a mixed bag depending on um you know whatever's whatever's trending there in uh in Los Angeles?
• 5:26
  SPEAKER_01: Yeah, you know, I mean there's a kind of a boring way to answer that, which is there definitely are types of brands and catalogs that are like a good fit for our services because um we kind of we kind of are about that volume.
• 5:40
  SPEAKER_01: And so like if you have, you know, you can't obviously if someone's selling like a napkin holder that costs like five dollars, you're probably not gonna throw uh a ton of resources at the the kinds of video production that we do.
• 5:54
  SPEAKER_01: Um, so for us, it's like, are you a brand doing at least, you know, a few million a year in revenue on and off Amazon?
• 6:03
  SPEAKER_01: Um Amazon seems to be kind of primary for us with our content.
• 6:06
  SPEAKER_01: And also, you know, is is there enough uh of a is is your product at enough of a price point, uh, or is it like something where there's a lot of subscriptions, right?
• 6:16
  SPEAKER_01: So if you maybe you have a$10 supplement, but if you get a lot of subscribers, it's like the lifetime value of that sale kind of tends to make sense.
• 6:24
  SPEAKER_01: And so in other words, it's kind of all categories, but it kind of has to, we kind of work with brands who are getting to that, you know, mid-seven figure level in terms of revenue.
• 6:35
  SPEAKER_01: Um, and we, you know, we historically have really worked with a lot of brands that do uh kind of at that enterprise level.
• 6:42
  SPEAKER_01: Um, and they have a brand.
• 6:44
  SPEAKER_01: They they kind of they're sort of a category leader, one of the category leaders on Amazon.
• 6:50
  SPEAKER_01: Um and so, yeah, and I can go into I can talk all about kind of what we do for them, but um, but that's kind of who is a good fit, um, and kind of anyone at that size, I would say.
• 7:00
  SPEAKER_00: Um do you guys have like your own uh built-up methodology on how you like run your customers through discovery to make sure you're generating like the most brand aligned material to get whatever outcome they're looking for?
• 7:16
  SPEAKER_01: 100%.
• 7:17
  SPEAKER_01: Um, our process is extremely dialed in and we've refined it over just like thousands and thousands of projects.
• 7:24
  SPEAKER_01: Um, we create about, I don't know, it's between five and ten thousand videos a year, I think, right now with our little team.
• 7:33
  SPEAKER_01: Um and that's you know, mostly even though we're in the age of AI, obviously, with the title here, uh the vast majority is still we're still filming with cameras, but increasingly, you know, AI's um finding its utility in our in our process, which we'll talk about here.
• 7:46
  SPEAKER_01: But um, so it's a lot of filming, it's a lot of editing.
• 7:49
  SPEAKER_01: Um, but our process allows us to be very efficient.
• 7:52
  SPEAKER_01: And essentially, like in one day, we're creating uh so we kind of charge by the filming day.
• 7:57
  SPEAKER_01: So like in one filming day, we can create like you know, you know, streaming TV, connected TV, you know, level video content for between um usually between five and eight products in a day.
• 8:12
  SPEAKER_01: And for each of those products, we're not only creating maybe top some top of funnel C T V or S TV content, DSP, all that good stuff, um, sponsored brands video ads, sometimes multiple, which we can get into um because there's a really powerful strategy that we have tried over and over that for the sponsor brands video ads, really well, list yeah, like listing page content, streaming um uh premium A plus content, storefront content.
• 8:37
  SPEAKER_01: So kind of the whole Amazon ecosystem.
• 8:39
  SPEAKER_01: And then of course, if you're off Amazon and you have uh your your own uh D2C going on, you you need meta content and all that stuff.
• 8:46
  SPEAKER_01: We also do photography, so um all in one day.
• 8:50
  SPEAKER_01: So it's like kind of we have this like flat rate sort of by the filming day uh pricing, and a lot of our a lot of our uh customers will be um doing you know five, 10, 20 filming days with us in a year.
• 9:03
  SPEAKER_01: So we have a lot of clients that they just need that volume, they need that like enterprise level service.
• 9:10
  SPEAKER_00: Yeah, I know certain categories too, like um uh interior, garden, home and garden, like uh uh apparel, because like the seasonal items require photo shoots and stuff like that.
• 9:22
  SPEAKER_00: So that is uh pretty interesting.
• 9:23
  SPEAKER_00: And I think that gives our audience like really good context into your background.
• 9:28
  SPEAKER_00: Rob, obviously you've been in the video game for quite some time from filmmaking to uh commercials and advertising, which is kind of what we're talking about today.
• 9:36
  SPEAKER_00: So let's dive into the main topic of creating high-performing Amazon video ads in the age of AI.
• 9:43
  SPEAKER_00: And let's just start with the basics.
• 9:45
  SPEAKER_00: So, like, why is video more important than ever for Amazon sellers today?
• 9:51
  SPEAKER_01: Gosh, yeah.
• 9:52
  SPEAKER_01: Um, video just seems to increase in importance every year.
• 9:56
  SPEAKER_01: And the reason for that is it just it's it's still the number one way to earn attention.
• 10:01
  SPEAKER_01: Um, it nothing has come along to dethrone video as the the best the best medium, and there's a bunch of reasons for that.
• 10:09
  SPEAKER_01: Um you can tell a story with video.
• 10:12
  SPEAKER_01: You have, I mean, if we're if we're gonna get really like elemental about this, like you have movement, you have stories, you have emotions, you have music, you have um, you know, you can demonstrate a product.
• 10:23
  SPEAKER_01: Um, you know, you you have audio as well, just sound effects and ASMR, and there's things that just draw you in.
• 10:29
  SPEAKER_01: And everyone's got a little rectangle in their pocket that they watch that I think the average person is spending more than seven hours looking at this thing.
• 10:39
  SPEAKER_01: It's where we do all of our shopping.
• 10:40
  SPEAKER_01: Um, that this the shape of the screen is designed for a video.
• 10:44
  SPEAKER_01: I mean, video is everything, and yet most people continue to have like most people's videos are are a bit of a missed opportunity.
• 10:55
  SPEAKER_01: Most pieces of video content are not all that they could be, given like, okay, we're at the we're on this platform and you're trying to sell this product to this customer.
• 11:05
  SPEAKER_01: What is the what would the most optimal video be to do that, both from a branding standpoint, from an emotional standpoint, from an informational standpoint, um, from a psychographic standpoint, like all these things.
• 11:16
  SPEAKER_01: And when you really start to dig into the methodology, you realize um it's really easy to outperform your competitors with their content because most people are not diving in very deep.
• 11:26
  SPEAKER_01: Most people dive rather deep into the um campaign strategy, like what are the keywords we're targeting, who what is the demographics we're targeting.
• 11:35
  SPEAKER_01: But that same analytical energy is rarely put into the content.
• 11:40
  SPEAKER_00: Yeah.
• 11:40
  SPEAKER_01: And that's where we put our energy.
• 11:42
  SPEAKER_01: So we're at we don't run campaigns, right?
• 11:45
  SPEAKER_01: We just our team is solely focused on the content that you're gonna run.
• 11:49
  SPEAKER_01: We work very closely with whoever on your team is gonna run that campaign because there are some really powerful methodologies that are data driven where you can create it's all about the anatomy of that video.
• 12:02
  SPEAKER_01: What should the opening shot be and why?
• 12:03
  SPEAKER_01: What should the opening text be in the opening shot?
• 12:06
  SPEAKER_01: What uh how long should the video be?
• 12:08
  SPEAKER_01: What should the style be?
• 12:09
  SPEAKER_01: Should it be text-driven, voiceover-driven?
• 12:11
  SPEAKER_01: You know, should it be um should should it be an explainer video where someone's on camera?
• 12:16
  SPEAKER_01: Like all those questions can basically be objectively answered um through the methodology that we've put together.
• 12:22
  SPEAKER_01: And so um, and we've got a bunch of great case studies, I think, that really kind of speak for themselves as to the effectiveness of um of these things, which I can obviously go into.
• 12:32
  SPEAKER_00: So yeah.
• 12:34
  SPEAKER_00: But uh, so that's actually really interesting.
• 12:35
  SPEAKER_00: You you kind of went over a lot there, but to kind of summarize it, it sounds like um, you know, video today drives a lot of views.
• 12:45
  SPEAKER_00: It obviously drives the most engagement and because like the whole thing's built on it.
• 12:49
  SPEAKER_00: And if you were going to roll out some video campaigns, you would want to test like um a few different at the same time.
• 12:58
  SPEAKER_00: And like your methodology, it sounds like it's aligned to like finding out what the best click-through rate is and why, and then iterating on different dynamics within something that's like um that's shown to be working with the audience.
• 13:13
  SPEAKER_01: Totally, yeah, yeah.
• 13:14
  SPEAKER_01: And so so what you're describing is definitely like um what has been the the methodology for a long time, even off Amazon, like on meta and stuff, kind of like split testing, right?
• 13:24
  SPEAKER_01: So one way to do it is to split test and just hey, we're gonna create just 10 different creative data points, we're gonna create 10 different creatives and just kind of like serve them all and see which one outperforms the best one.
• 13:37
  SPEAKER_01: And then we're gonna take the with the best performing one, you know, after a month or two of testing, and then we're gonna take the best performing one and we're gonna kind of iterate that 10 ways or whatever, and you can kind of play that game and inch your way to better performance.
• 13:50
  SPEAKER_01: And that is certainly better than nothing.
• 13:55
  SPEAKER_01: Um, and it does work um to a degree.
• 13:58
  SPEAKER_01: There's only one problem with split, and this is what most people do um that do have a methodology for creative.
• 14:03
  SPEAKER_01: There's only one problem with that methodology, which is a b testing tells you whether A was better than B or whether B was better than A, but it but both A and B could be kind of not that effective, right?
• 14:18
  SPEAKER_01: But maybe B is slightly more effective than A or whatever.
• 14:22
  SPEAKER_01: But you need something in addition to that, you need actually a really tried and true methodology for um and a philosophy around every stage of the customer journey.
• 14:32
  SPEAKER_01: What should the video actually be doing for that kind of customer?
• 14:35
  SPEAKER_01: And so um, and this is what you know, I'll go around and kind of do talks on this, so there's a lot to go into with it, but it's like split testing definitely plays a role.
• 14:43
  SPEAKER_00: Yeah.
• 14:44
  SPEAKER_01: Um, I'll give you one example of of a of a strategy that works incredibly well, and I've been talking about it for four years now, um, and most people still don't do it, so you're still gonna be way ahead of your ahead of your customers if you do this, which has to do with long tail details in keywords.
• 15:01
  SPEAKER_01: So when someone is going on Amazon and they're and they're searching for a product and they're searching for um a duffel bag, I've given this analogy a bunch.
• 15:09
  SPEAKER_01: Some some someone has made maybe heard this before, but um, if you're looking for if someone's look typing in um foldable uh leather uh duffel bag, if someone's going through the trouble of typing in foldable leather, maybe they type waterproof.
• 15:26
  SPEAKER_01: Um if someone's going through the trouble of adding a long tail detail like those things, they are what they are then doing when the search results come up is they are scrolling and they are looking for evidence of those features in the long tail uh keywords.
• 15:42
  SPEAKER_01: And what you find, and this looks super different for every uh type of product, but what you find is that uh there are many long tail details in keywords that the little picture on the with the white background with the text can't validate certain kinds of things, and that is where your video has a huge opportunity because your video can validate that.
• 16:07
  SPEAKER_01: So a good example is uh there was a company that we had where uh that we worked with that uh had a um arthritis cream, and they uh were going to they were we we realized that a lot of people were searching arthritis cream neck, arthritis cream back, arthritis cream elbow.
• 16:30
  SPEAKER_01: And um what happened was they uh and by the way, I'm sorry, because the reason I'm stalling is because I'm trying to, I'm I'm trying to realize I'm trying to think if I'm allowed to even give this because I don't here.
• 16:45
  SPEAKER_01: I'm can I if is it okay to splite?
• 16:46
  SPEAKER_01: If I can I go back and pick up the phone, yeah, you can go back.
• 16:48
  SPEAKER_00: I could just have already added over here.
• 16:51
  SPEAKER_01: I don't know if he wants me to give this his secret sauce away.
• 16:54
  SPEAKER_01: So I'm gonna be respectful of that, but I have another example.
• 16:57
  SPEAKER_01: Okay.
• 16:57
  SPEAKER_01: So so a great example of this is we have a company that sells ice packs.
• 17:04
  SPEAKER_01: Um it's in the company's uh FlexiCold.
• 17:08
  SPEAKER_01: Um, and uh with the ice packs, what you do is you put them in the freezer and they're for these flexible ice packs.
• 17:14
  SPEAKER_01: And we looked up the keywords and we found that a lot of people were searching for uh um ice pack for your neck and ice pack for your elbow and ice pack for your back.
• 17:25
  SPEAKER_01: But none of the other ice pack uh uh search results were validating, hey, this one's for your neck, this one's for your shoulder, this one's for your elbow, right?
• 17:34
  SPEAKER_01: But there what we looked, and there's a lot of impressions, there's a lot of traffic of people searching for specific body parts with ice packs.
• 17:41
  SPEAKER_01: So what we did is we didn't just make one sponsored brands video for that one product, we made the video that we're gonna pair up with all of the neck related keywords and another video that we're gonna pair up with all the back-related keywords and and uh elbow and so on and um and shoulder and everything.
• 17:59
  SPEAKER_01: So we ran these and we saw a huge increase in um in click throughs, a huge increase in conversions because if someone's going through the trouble to type, oh, like I need I need an ice pack for my shoulder.
• 18:11
  SPEAKER_01: If someone's typing shoulder, um, they're not just gonna click on any ice pack, they're looking for shoulder.
• 18:16
  SPEAKER_01: Where's the shoulder?
• 18:16
  SPEAKER_01: So that if that opening that video comes up and it's someone boom, putting it on their shoulder, and it's like shoulder ice pack, and they're like, ah, there it is, click.
• 18:23
  SPEAKER_01: So it's it's actually that simple.
• 18:25
  SPEAKER_01: Um, and yet most of your competitors are not thinking about their content that way.
• 18:29
  SPEAKER_01: They're just throwing content at the wall and pairing it up with keywords.
• 18:34
  SPEAKER_01: And what you find is um most products, I would say most of the time we are able to do that keyword research.
• 18:41
  SPEAKER_01: So we always do that research for them to identify hey, here's here's those opportunities where the video can have an unfair advantage in this search result um based on that search intent.
• 18:53
  SPEAKER_00: So yeah, that's neat, very data driven, and it makes sense too.
• 18:56
  SPEAKER_00: Like uh advertising 101, it's always um how relevant are you to whatever search term?
• 19:03
  SPEAKER_00: So it's no surprise, like in your example, uh having the neck ice pack or whatever uh aligns better to people who are searching neck related ailments.
• 19:15
  SPEAKER_00: So it's really uh a really creative way that you're using data to help inform the type of content.
• 19:22
  SPEAKER_00: So on that note, so I understand where video comes in.
• 19:25
  SPEAKER_00: So for a lot of our listeners, they're gonna be brands they're they're selling on Amazon or Walmart or even on their website.
• 19:34
  SPEAKER_00: So before they engage a company like you guys, like what are some data points that are typically helpful?
• 19:41
  SPEAKER_00: Do you build an avatar for their ideal shopper?
• 19:45
  SPEAKER_00: Like, how do you guys how should they consider going about a content strategy for video as they think about their brand and where they are in terms of um you know level of sales on any of these platforms?
• 19:58
  SPEAKER_01: Yeah.
• 19:59
  SPEAKER_01: So um, so we like we always bring that content strategy to the table.
• 20:04
  SPEAKER_01: So we don't need like our customers or our clients that we work with to uh know too much about their strategy, like that they need we all we need to know from them is what's your product and what platforms do you think you want to have video content on?
• 20:22
  SPEAKER_01: Like what like how do you think you want to drive traffic uh to that um page and uh and who are you selling it to?
• 20:29
  SPEAKER_01: Like just like we we actually don't need very much because we are so deep down that rabbit hole of content strategy that um yeah, we we basically the role that we want to play is you know, hey, trust us to ask the right questions to you.
• 20:43
  SPEAKER_01: You know your products better than we ever will.
• 20:46
  SPEAKER_01: You know your customers.
• 20:47
  SPEAKER_01: Um, we're gonna collaborate.
• 20:48
  SPEAKER_01: This is gonna be a partnership.
• 20:49
  SPEAKER_01: We know how to ask the right questions that allow us to write the optimal creative scripts that have the right anatomy that's gonna perform.
• 20:57
  SPEAKER_01: So we take every project, the first step in every project is called the video fresh mastermind call.
• 21:03
  SPEAKER_01: So this is like a big, it's just like you're saying, this is like this big list of questions.
• 21:06
  SPEAKER_01: You know, usually, usually, if like I said, for a filming day, you know, for doing between five and eight products, this sometimes this is an hour long call or something like that.
• 21:16
  SPEAKER_01: Um, and and you know, an hour and a half sometimes.
• 21:18
  SPEAKER_01: It's like it is a a bit of a heavy lift, but it gives us everything we need to really do justice to these creatives.
• 21:25
  SPEAKER_01: And we ask about obviously product features and benefits.
• 21:29
  SPEAKER_01: We also just excavate into understanding like the lifestyle around the product for that customer.
• 21:35
  SPEAKER_01: I think that's really important that we're not just rattling off features and benefits, but we're we're conveying a lifestyle.
• 21:42
  SPEAKER_01: Like the brand has a vision for the life that they want their customers to be living because of the product.
• 21:48
  SPEAKER_01: And and there's also like an emotional uh core to every product, no matter no matter what it is.
• 21:54
  SPEAKER_01: Like, even if you're selling like a doorknob, you're like, oh, what's so emotional about a doorknob?
• 22:01
  SPEAKER_01: Safety, you know, um, your family, your, you know, the your home is where you spend your life.
• 22:06
  SPEAKER_01: This is like, you know, the doorknobs also add a bit of a decorative touch or whatever.
• 22:10
  SPEAKER_01: You start to kind of you start to kind of ask why until you hit you really hit the emotional ground zero.
• 22:16
  SPEAKER_01: And we'll we want the videos to convey that.
• 22:17
  SPEAKER_01: So anyway, we also asked about why does a product get returned?
• 22:21
  SPEAKER_01: What what are some areas that maybe customers misunderstand something about the product um along the way?
• 22:26
  SPEAKER_01: We ask about the customer avatars, all that stuff, the brand voice, brand emotions.
• 22:30
  SPEAKER_01: Cool.
• 22:31
  SPEAKER_01: And then it's like that one, that one touch point, that one mastermind call really gives us everything we need to write all the creatives for the for the whole day.
• 22:40
  SPEAKER_01: And then we walk through that on the next call with them and then prep for the shoot.
• 22:44
  SPEAKER_01: So we're able to really kind of hit the bullseye.
• 22:47
  SPEAKER_01: You know, one of our goals was like how how few touch points, like how little of the uh brand's time can we take and actually still nail it.
• 22:55
  SPEAKER_01: So that was like something we really cared about and making making the experience feel really smooth.
• 23:00
  SPEAKER_01: So um, so yeah, that's uh yeah, that list of mastermind questions is really kind of our um kind of core to everything we do.
• 23:10
  SPEAKER_01: And we are ultimately here to say this is what we recommend.
• 23:14
  SPEAKER_01: This is the video we recommended.
• 23:16
  SPEAKER_01: 98% of the time our clients are fully trust us, like to like they don't say, hey, actually, can we do this kind of video?
• 23:23
  SPEAKER_01: Instead, like they really, you know, trust us with that, with those creative uh recommendations, and um and it's it's a lot of fun.
• 23:31
  SPEAKER_01: Like we have these great partnerships with these brands, especially ones that we've worked with for you know hundreds and hundreds of videos and products and stuff.
• 23:38
  SPEAKER_00: So that's great.
• 23:40
  SPEAKER_00: So what do you think like a a good uh video agency does that uh that uh or what do you think a great video production agency does that a good one's not doing?
• 23:51
  SPEAKER_00: So in terms of uh if there are listeners who are currently trying to vet out good agencies, like what what's the difference between good and great?
• 24:00
  SPEAKER_01: In my opinion, especially for e-commerce specifically, like in my opinion, there are you're gonna find two kinds of agencies, uh video, you know, companies that make videos um for your products.
• 24:13
  SPEAKER_01: Listen for what their motivation is.
• 24:15
  SPEAKER_01: Are they motivated by the customer's journey in their shopping experience, or are they motivated by creating cool content that they will like to show off because everyone that makes videos likes to make videos?
• 24:30
  SPEAKER_01: It's video people that make videos do it for their job and they do it on the weekends for fun.
• 24:36
  SPEAKER_01: So, like, this is a thing that is fun to do.
• 24:39
  SPEAKER_01: Like video creators love, like myself include, I love making videos.
• 24:42
  SPEAKER_01: So I think the biggest red flag that you're probably not gonna get, you might not be destined for great performance in your videos, is if your video vendor or whatever is just never talking about the customer's vantage point and the customer's experience and and why the video anatomy is designed to get them from the top of the funnel to the next step and from the this step to this step, and then like from the you know, uh the sponsor brands video add to the to the listing page.
• 25:14
  SPEAKER_01: Like and I'll tell you, it is it is kind of like finding a needle in a haystack to find a video company that is like energized and motivated by the customer's experience.
• 25:24
  SPEAKER_01: I think agents, I think I think agencies that kind of do the campaigns, obviously that's one thing, but the but the creative content um teams, it's a little hard to find because um it and and to be honest with you, uh it's like finding needles in a haystack for me to hire people, like to hire the right people as well.
• 25:44
  SPEAKER_01: So I know I'm very keenly aware of how hard it is to find those people because it's um I could have you know 50 people apply to uh apply for one of our jobs that create beautiful videos, but I I can tell they are not motivated by what we need to be motivated by, which is this video has to perform and you got to leave your creative itches at the door.
• 26:08
  SPEAKER_01: That's not why we're here.
• 26:09
  SPEAKER_01: We are here to be to be tactical about our content to get results.
• 26:14
  SPEAKER_00: So results oriented, aligned to the customer.
• 26:17
  SPEAKER_00: I like the shopping journey.
• 26:18
  SPEAKER_00: So for any of the brands who are considering the agency, there's a lot to consider, but it sounds like uh uh a keen understanding of your customer and then how you're demonstrating your unique selling proposition, and you guys can help with a lot of the creatives.
• 26:35
  SPEAKER_00: Uh, where does AI come into this?
• 26:37
  SPEAKER_00: So, how do you guys use AI?
• 26:38
  SPEAKER_00: How should brands be considering AI as they consider their their content strategy?
• 26:43
  SPEAKER_01: Yes, great question.
• 26:44
  SPEAKER_01: Because that, you know, um, I know it's in the title of the episode here, so AI.
• 26:49
  SPEAKER_01: So we are in a huge revolution right now in terms of what's technologically possible with video.
• 26:55
  SPEAKER_01: So this is totally like shaking up um my workflow and ever and everyone else that I know that's doing video.
• 27:02
  SPEAKER_01: Um, and it's just kind of getting started.
• 27:04
  SPEAKER_01: And I think that we're in a hype cycle right now where brands, brands are and we we've been way ahead on AI.
• 27:12
  SPEAKER_01: So like we've delivered our first actual paid fully AI video project back in 2023, which feels like forever ago.
• 27:20
  SPEAKER_01: It's like a yeah, that's crazy, uh about almost two, you know, over a year and a half ago now.
• 27:25
  SPEAKER_01: So we've been very ahead on it because the second I started to see some of these, some of this technology rolling down the pipe, I kind of knew what it meant.
• 27:33
  SPEAKER_01: I knew wow, this is gonna really change um potentially like the workflows for for e-commerce brands.
• 27:42
  SPEAKER_01: Um, so there's a there's a bunch of misconceptions about AI videos right now.
• 27:47
  SPEAKER_01: And by and large, it seems like, especially for the brands we work with, which are like a bit more established or a bit larger, this does not seem to be shaking up much of anything with them.
• 27:57
  SPEAKER_01: Um, partly because the old way, the old way, what but like with cameras and lights, right?
• 28:04
  SPEAKER_01: Um, and actors, um, we are so like cost effective with that those videos anyway, that we we actually can't offer AI videos for any cheaper than that when they do a full day.
• 28:14
  SPEAKER_01: Because it's it's already such a great value because we're sometimes we're delivering you know 20 or 30 video deliverables out of a day, yeah.
• 28:22
  SPEAKER_01: You know, and we're charging about 20 grand to do that, and it's very, very, you know, it's TV quality stuff.
• 28:30
  SPEAKER_01: So it's like it's like we're already under a thousand bucks per video.
• 28:34
  SPEAKER_01: Um, it turns out that creating here's my here's my take on AI is AI is a really powerful technology that is going to become more and more and more uh integrated into um workflows for everything video related, e-commerce, you know, films, UGC, everything.
• 28:53
  SPEAKER_00: Yeah.
• 28:54
  SPEAKER_01: But the misconception I'm seeing right now in the in the marketing space is everyone is is uh desperate to just use AI video for its own sake.
• 29:06
  SPEAKER_01: Number one, because it's like the shiny object, number two, and everyone's excited about it.
• 29:10
  SPEAKER_01: And number two, because everyone's going, oh wow, this is great.
• 29:13
  SPEAKER_01: AI video is here, therefore we never have to like we never we we can like either do this ourselves or this should be cheap and quick and fast and easy.
• 29:22
  SPEAKER_01: And that's where I think the danger is because it's first of all, because I think it's making it's making marketers lazy, is what I'm seeing.
• 29:32
  SPEAKER_01: It's making people lazy because it's making them go, oh great, it just like how chat gbt makes us lazy.
• 29:37
  SPEAKER_01: Oh, I don't have to like respond to this email now.
• 29:39
  SPEAKER_01: I can just like chat GPT copy and paste and whatever.
• 29:42
  SPEAKER_01: Yeah, yeah, yeah.
• 29:43
  SPEAKER_01: And but you you know that like even if chat gbt can write a great response email, some emails like you gotta you got that it's gotta come from your heart, you gotta write it.
• 29:56
  SPEAKER_00: Yeah, exactly.
• 29:56
  SPEAKER_01: You know what I'm saying?
• 29:57
  SPEAKER_01: Like it's it there's something uh there's something missing.
• 30:01
  SPEAKER_01: Certainly, some emails you might as well have chat gbt write it, right?
• 30:05
  SPEAKER_01: And I think what's I think what I'm seeing is brands getting a bit, uh they're losing their way a little bit, um, marketers losing their way a little bit because it's like, oh great, now our content can just be a push of a button.
• 30:18
  SPEAKER_01: Okay, well, if you're a brand, what you should hope is that all of your competitors think that way because it's just a race to the bottom.
• 30:27
  SPEAKER_01: Yeah, you've heard the term like AI slop or whatever, so uh probably right.
• 30:31
  SPEAKER_01: So AI slop is the most minimum viable, it's essentially the the way I like to think about AI slop is it's just like it's just lazy content.
• 30:40
  SPEAKER_01: It's just like it's like you can push a button and get so there will always be push a button and get a piece of content, and some of that content is gonna actually probably be uh effective.
• 30:51
  SPEAKER_01: So it's not that it won't be effective, but I think that what what I would I'm just reminding everybody why videos are good.
• 31:00
  SPEAKER_01: Like what is it that makes a good video?
• 31:03
  SPEAKER_01: To me, what makes a good video is uh um it has to make the audience feel the way you want them to feel, and it has to make them understand what you want them to understand.
• 31:15
  SPEAKER_01: And in my opinion, it's it's always been hard, it's always been really hard to do that.
• 31:20
  SPEAKER_01: Yeah, uh one of the hardest things ever is uh evoking what you want to evoke from a viewer, and it doesn't matter if you're doing it with AI, it doesn't matter if you're doing it with a camera, it that's always hard to do.
• 31:33
  SPEAKER_01: And AI does not make that any easier, it makes it easier to get something, but it does not make it easier to get something effective.
• 31:40
  SPEAKER_01: Yeah, that's the thing because I've been thinking about this for a year.
• 31:44
  SPEAKER_01: Like, what is there's something there's something missing, and that's what's missing is that if you want to be a brand that first of all, maybe you don't want to be a brand, right?
• 31:54
  SPEAKER_01: Maybe you just kind of want to sling product and uh and whatever, and in in which case you should, yeah.
• 32:00
  SPEAKER_00: But there's a market and make sure they have a product, yeah.
• 32:04
  SPEAKER_01: It's like one thing uh just like do not outsource the soul of your brand to the AI.
• 32:10
  SPEAKER_01: Like just don't do that.
• 32:12
  SPEAKER_01: You because if you do that, um it will AI has this this this hollow, vapid core to it, and everyone knows it.
• 32:23
  SPEAKER_01: Yeah, like you can be looking at a video that even even it kind of feels like wow, like you wouldn't even notice that it's AI, but you can totally tell it's like missing a soul or something.
• 32:33
  SPEAKER_01: And I think that um yeah, and I think it's a but you know, does every piece of content you make need to have a soul?
• 32:40
  SPEAKER_01: No, right?
• 32:41
  SPEAKER_01: So that's where I would say that where we use AI is where it is it's it's not where it doesn't compromise the objective of a piece of content.
• 32:52
  SPEAKER_01: So um so that's the first thing is just this like don't get don't make the presence of AI make you get lazy about your content because um our customers are bombarded with more content than ever.
• 33:08
  SPEAKER_01: And if it's also just more lazy content, it's probably a big missed opportunity, and you really need to cut and also when everyone's zigging, you should zag.
• 33:16
  SPEAKER_01: Like when everything's AI slop, now what stands out?
• 33:20
  SPEAKER_01: Yeah, high quality, something quality, something thoughtful.
• 33:24
  SPEAKER_00: I'll add to your point, Rob.
• 33:25
  SPEAKER_00: It's like my experience being on the campaign side of somebody who has to run these types of creatives.
• 33:31
  SPEAKER_00: Uh, a better quality creative and less of them is more impactful than a larger volume, but lower quality.
• 33:40
  SPEAKER_00: And I can't tell you how often we get, you know, poorly photoshopped images and stuff like that, or video content that was like it's obviously a Canva presentation.
• 33:52
  SPEAKER_00: There's a lot to be said when you you hire actors and actresses, and it's shot on location.
• 33:58
  SPEAKER_00: And what's also nice about from working with somebody who works with an agency is generally I get everything already spec'd out for the different platforms I'll be advertising.
• 34:12
  SPEAKER_00: Where if you go with uh one-off and upwork cowboy, as I like to call them, um, you'll have to request like every single size for everything you want to run because they're not thinking ahead uh of how these videos are going to be used.
• 34:28
  SPEAKER_00: Um, so just chiming in, and I think you made some really good points.
• 34:32
  SPEAKER_00: And we have about 10 more minutes.
• 34:34
  SPEAKER_00: So I do want to talk about working with Video Fresh, what that experience is like for.
• 34:40
  SPEAKER_00: So I I think onboarding for any organization is a world-class experience.
• 34:46
  SPEAKER_00: So, you know, let's just say I'm a supplement or I'm a fitness brand and Rob, we are gonna do some commercials together.
• 34:52
  SPEAKER_00: Um, what would that experience look like?
• 34:55
  SPEAKER_00: Take me a little bit through our first 30 to 60 days working together uh if budget was no limitation.
• 35:02
  SPEAKER_01: Sure.
• 35:03
  SPEAKER_01: Yeah.
• 35:03
  SPEAKER_01: Um, so yeah, if a brand comes a fitness brand or whatever supplement brand, someone comes to us and says, we need videos, we need ads, we need stuff for our listing page.
• 35:13
  SPEAKER_01: Um, the first thing we do is we look at, you know, we identify what are the top products, um, and we look at what are the top priority products.
• 35:21
  SPEAKER_01: A lot of times people do kind of an 80-20 thing.
• 35:23
  SPEAKER_01: And in other words, like 20% of their products are kind of doing 80% of their revenue, and those are the ones that are worth the full, the full lift that we're gonna that we're gonna do.
• 35:34
  SPEAKER_01: Um, and then yeah, we would kind of identify how many filming days it's gonna take to do all of this.
• 35:39
  SPEAKER_01: Like I said, we have some brands that have literally done 20 filming days with us over the last few years.
• 35:43
  SPEAKER_00: Products are pretty typical.
• 35:44
  SPEAKER_00: Sorry, I didn't mean to I don't want you to get too far ahead.
• 35:46
  SPEAKER_00: So you're saying um, you know, I have a hundred SKUs, I would take the top five, the top 10, like what's uh standard amount to be the most effective with your time in our products?
• 35:58
  SPEAKER_01: Totally.
• 35:59
  SPEAKER_01: Yeah.
• 35:59
  SPEAKER_01: So I think um if we're doing standard uh production stuff, it's like the um usually the top, you know, and you kind of know I think brands kind of know what their top sellers are, but it's like it's usually the top 20 or third, maybe 30 percent of the catalog is what we end up doing.
• 36:18
  SPEAKER_01: Now, the cool thing is again, with AI, it actually is allowing us to um and not even just AI, but like AI plus you know, being able to just repurpose um content.
• 36:30
  SPEAKER_01: It is in you know, like it is better to have a piece of content to run as an ad and on your listing page than no content, right?
• 36:38
  SPEAKER_01: So usually what we do right now is the top 30 percent, you know, 25, 30, whatever of someone's catalog, we are eventually getting around to doing a full production, whether that's in our studio or on location.
• 36:50
  SPEAKER_01: Okay, we we tend to still recommend standard production for that for a number of reasons.
• 36:57
  SPEAKER_01: We we can't, we are at the cutting edge of AI, and I can uh people can kind of look up some samples on our website for what we can do with AI, but you will probably get, if you can throw five to eight products at a standard filming day, you will probably get better pricing and a better final product both today with um with uh the standard uh production approach.
• 37:18
  SPEAKER_01: However, with the bottom 70% of your catalog, I I think a good recommendation, especially if it's like kind of low, these are like lower ticket products, um, we can kind of create really high volume, really intentional, really um kind of templated just content that you can run across, you know.
• 37:37
  SPEAKER_01: Now each of these pieces of creative is um, you know, just cost a few hundred bucks or or whatever the case may be.
• 37:44
  SPEAKER_01: And it's still nailing all the content strategy, but it's like it's you know, you we've all seen these videos.
• 37:49
  SPEAKER_01: They're like, you know, they're using uh a combination of stock footage and product, um, you know, product demonstration footage.
• 37:56
  SPEAKER_01: Maybe we're working in some UGC that you may have already into that, whatever.
• 38:00
  SPEAKER_01: Um, but essentially just taking your pre-existing assets and coming up with what is the absolute most cost effective way to get a an effective video for this bottom 70%, right?
• 38:11
  SPEAKER_01: So um, so that's what it looks like realistically uh right now with with brands.
• 38:16
  SPEAKER_00: And so typically like six to eight's a safe number to start with to get like an effective shoot on, they fall in the standard parameters, uh, and then you guys would do the additional research to help with that that storyline of whatever the feature benefit, the feeling, like all that's part of it.
• 38:36
  SPEAKER_00: So uh we onboard, we do the questionnaire, then like what's the actual timeline?
• 38:41
  SPEAKER_00: So, how long when a concept's approved, like what's that back half kind of look like?
• 38:46
  SPEAKER_01: Yeah, like once we get a green light, like hey, we're getting started.
• 38:49
  SPEAKER_01: That process, that mastermind process up to the filming day, that's usually about three weeks because that's literally like asking all the right questions, writing all the scripts, and then actually like putting the production plan together, booking a location, getting the crew figured out, uh, doing a casting call for the actors, like all that.
• 39:06
  SPEAKER_01: We do all that in about three weeks um from inception to filming day.
• 39:11
  SPEAKER_01: Um, on the filming day too, um, a lot of people come out uh by the way, during um like they come out, they'll fly out across the country.
• 39:19
  SPEAKER_01: We love having clients on set.
• 39:21
  SPEAKER_01: Um, if they're not on set in person, we can send a live video feed out of the camera all day and they can sit in their office or in their on their couch.
• 39:30
  SPEAKER_01: And we we like we really like to say, hey, how did that look?
• 39:33
  SPEAKER_01: Did you like the way we did that?
• 39:34
  SPEAKER_01: Did you like the way we were, you know, handling the product or anything like that?
• 39:39
  SPEAKER_00: Um and then that's a lot for some like regular e-commerce brand owners to all of a suddenly be in like a producer role almost, you know, just being on set, if you will.
• 39:49
  SPEAKER_01: Totally.
• 39:49
  SPEAKER_01: Yeah, we just like we just have an extremely high client satisfaction.
• 39:55
  SPEAKER_01: And we didn't, you know, we we didn't always like years and years ago, we were like trying you know, you're it's it's like it's like juggling so much to try to keep keep a client happy.
• 40:03
  SPEAKER_01: One of the big ways is when they're on that, when they're watching everything the whole day, and when we walk them through um up front with with all the creative, and then on the back end, we do we we it's about three weeks by the way on the of editing on the back end to get everything.
• 40:18
  SPEAKER_01: And okay, um, we also do use about three to four weeks, depending on how many, but um how many deliverables we have, but we do live edit sessions as well.
• 40:27
  SPEAKER_01: So on the back end, so it's like we edit everything and then we get on with them and say, Let's watch it together.
• 40:32
  SPEAKER_01: Boom.
• 40:33
  SPEAKER_01: How did you like it?
• 40:34
  SPEAKER_01: And we'll have one of our you know, um, top editors like on that call, and they'll say, Oh, actually, could we whatever they want to say?
• 40:41
  SPEAKER_01: Can we could we uh swap that shot for the other one from the day?
• 40:44
  SPEAKER_00: It sounds like a very collaborative experience post-production that you're getting feedback as you run through uh the final versions.
• 40:53
  SPEAKER_01: Yeah, and so between between like the mastermind process, the live like collaboration on the filming date, and the live edit at the end, it's just like, and not like not only are they super satisfied by the end of it, but they only it actually wasn't that many touch points considering how much they're getting.
• 41:12
  SPEAKER_01: So, like we're really proud, that's the thing I'm most proud of, I think.
• 41:15
  SPEAKER_01: In the company is yeah, yeah, we can create we can create effective final products and we've we've gotten that experience because these are they're busy, you know.
• 41:24
  SPEAKER_00: We we we really yeah, that's what I was thinking.
• 41:26
  SPEAKER_00: They're hustling, uh for sure.
• 41:27
  SPEAKER_01: They're hustling, and it's like we want to save them time.
• 41:29
  SPEAKER_01: And so that's the thing, and our team is phenomenal.
• 41:32
  SPEAKER_01: Like, we I'm so much about like vibes, like on the you know, the the way that our team guides each of those process each of those projects, and they just do a phenomenal job.
• 41:41
  SPEAKER_01: And so, um, and I think that's what we continue to hear with um, and that's why I think a lot of our lifetime value with some of these clients kind of speaks for itself, and that's what a lot of them will say is like, you know, it's like they come for the videos and they stay for the the vibes, the experience.
• 41:58
  SPEAKER_01: Um, and uh I think that's what that's what our team just does great at.
• 42:01
  SPEAKER_00: So that's awesome.
• 42:03
  SPEAKER_00: Well, thanks for sharing all that.
• 42:04
  SPEAKER_00: I got one more section to close it up, but I guess before I do, any closing words for sellers who are considering video, they're considering investing in video, uh, or they're running video now and they're trying to get better output.
• 42:18
  SPEAKER_00: Any uh final thoughts before I ask you our our last question for the day?
• 42:23
  SPEAKER_01: Yeah, so I guess like final advice would be again, with all the AI stuff and everything going on, don't get caught up in trends or in technology or anything.
• 42:33
  SPEAKER_01: Just always go back to first principles that like what does your customer what is your customer looking for?
• 42:38
  SPEAKER_01: Why do they buy your product?
• 42:40
  SPEAKER_01: And at particular moments in the shopping journey, what do they actually need to know?
• 42:44
  SPEAKER_01: You don't need to overly educate them at the top of the funnel.
• 42:48
  SPEAKER_01: If it's a if it's a CTV or a or a DSP video or whatever at the top of the funnel, they don't need to be educated.
• 42:54
  SPEAKER_01: All you need to do is make mention of your product, show a little bit of lifestyle, and invite them to click through to learn all about it, right?
• 43:01
  SPEAKER_01: Things like that.
• 43:02
  SPEAKER_01: Um, when when you're at the sponsor brands video level uh of the journey, it's also kind of not about over-educating them.
• 43:09
  SPEAKER_01: It's just about proving relevance to their search, especially long tail details of what you know your customers are searching for.
• 43:15
  SPEAKER_01: On the listing page, go crazy with education.
• 43:18
  SPEAKER_01: Have a five-minute video, it doesn't matter, right?
• 43:20
  SPEAKER_01: That they clicked on the video, they clicked on the link and then they went and navigated to the video section.
• 43:26
  SPEAKER_01: And the reason they did that is they are like, educate me, like tell me everything about this product.
• 43:32
  SPEAKER_01: So they so then they they learn whatever they're feel like they're missing, and boom, they go to the buy box.
• 43:37
  SPEAKER_01: So that's like the super broad strokes of like just audit whatever content you're doing, and and um, those are our tried and true methodologies that just seem to really perform.
• 43:47
  SPEAKER_00: So that was solid, Rob.
• 43:49
  SPEAKER_00: And what I hear too, it's like there is a messaging and a uh presentation to each stage of that funnel.
• 43:56
  SPEAKER_00: You cover DSP, being top, and then sponsor bring.
• 44:00
  SPEAKER_00: You're in market and then product detail pages, time to close that and turn into a sale.
• 44:05
  SPEAKER_00: And obviously, there's different uh method meth uh messaging and ways to get that across.
• 44:11
  SPEAKER_00: And that's why working with the video uh agency makes a lot of sense.
• 44:15
  SPEAKER_00: This was uh super informative.
• 44:17
  SPEAKER_00: I learned a lot today about video.
• 44:19
  SPEAKER_00: I don't do the creative side as much, so like I really admire and what I notice about professionals I work with, they have a methodology.
• 44:27
  SPEAKER_00: Generally, they're building use cases, they build personas and they use data to back in.
• 44:33
  SPEAKER_00: It sounds like you guys are doing a lot of that at Video Fresh.
• 44:36
  SPEAKER_00: Um, I like to have my my guests pull out their crystal ball and make a prediction about e-commerce in the future.
• 44:42
  SPEAKER_00: And I'm gonna make this one a little different for you, Rob.
• 44:45
  SPEAKER_00: I don't want to talk about AI because we already kind of dove into AI in its place.
• 44:49
  SPEAKER_00: Um, but I think a fun question to have you answer is what role will authenticity and storytelling play as competition intensifies in video marketing?
• 45:00
  SPEAKER_01: Ooh, I love this question.
• 45:01
  SPEAKER_01: Okay, and and I I I will I will um kind of lean against AI a little bit for this answer because obviously AI is almost synonymous with the future at this point.
• 45:09
  SPEAKER_00: It's just where it's getting here's what's gonna happen.
• 45:11
  SPEAKER_01: Here's what I think is gonna happen.
• 45:12
  SPEAKER_01: And this is my hot take.
• 45:14
  SPEAKER_01: Um, I think that we're in a we're in a mode right now where when it comes to authenticity, right?
• 45:19
  SPEAKER_01: So much of our experience with brands, our experience with content, our experience with e-commerce is going to just be so AI driven that my hot take is that that is going to actually put a premium on anything with a human touch, anything with authenticity.
• 45:39
  SPEAKER_01: I think the again with like I really believe when everyone's zigging you zag.
• 45:43
  SPEAKER_01: I think that brands that kind of like understand that when it's kind of like it reminds me a lot of um the more that everything is like processed food, right?
• 45:55
  SPEAKER_01: Like everything the more that we have fast food, the more that we have everything in you know, free, you know, microwave food and you know, um, you know, kind of rinse and repeat kind of restaurant food.
• 46:04
  SPEAKER_01: What do the highest quality places have?
• 46:07
  SPEAKER_01: What does Arawan have?
• 46:08
  SPEAKER_01: What is like Michelin Star restaurants have?
• 46:10
  SPEAKER_01: Yeah, none of it's processed, it's all real, it's all organic, it's all farm to table, right?
• 46:15
  SPEAKER_01: Yeah, so it's all authentic.
• 46:17
  SPEAKER_01: I think what's gonna happen is the more that the more that the world goes artificial with content and with branding and with experience, um, and with and with customer service, like everything's like you got roof is now you got all this stuff.
• 46:30
  SPEAKER_01: We are going that is going to make anything with a human touch extremely desirable.
• 46:37
  SPEAKER_01: And I think that and you can be sure of that, right?
• 46:39
  SPEAKER_01: Um, and that's not something I hear people talking about right now because everyone's just rushing to the AI thing, and obviously I'm very forward on it, but I also recognize I think what's gonna happen is the dust is gonna settle, and you're gonna the the human touch is not gonna go away, it's gonna be something your customers want.
• 46:56
  SPEAKER_01: So think about how you can give a human touch to your customers.
• 46:59
  SPEAKER_01: Not and I'm talking way beyond content, just yeah, when how can your customers when they engage with your brand, a brand is something that is rooted in human emotion.
• 47:11
  SPEAKER_01: That's what a brand is, and it's about to get real stale out there with the more gets artificial, and that could be your big opportunity, I would think.
• 47:19
  SPEAKER_00: So brands have souls, just like people, you know, it's what you put into it.
• 47:24
  SPEAKER_00: Uh, I'm my organization, SOG, you know, you're you're very conscious of what you put out and that you're representing your brand properly.
• 47:31
  SPEAKER_00: So I can understand how a lot of entrepreneurs trusting uh somebody like you, Rob, and video fresh puts a lot of faith uh in your guys' hands.
• 47:40
  SPEAKER_00: And um, really great answer.
• 47:42
  SPEAKER_00: Thanks for that, Rob.
• 47:43
  SPEAKER_00: And thanks for joining us on the show today.
• 47:45
  SPEAKER_00: Before we wrap up, can you let our listeners know where they can find you and if you have anything fun and exciting coming up?
• 47:51
  SPEAKER_01: Ooh, yeah.
• 47:52
  SPEAKER_01: Uh you could find me on you know, videofresh.com, videofresh.co, other one uh is our website.
• 47:58
  SPEAKER_01: I'm on LinkedIn.
• 47:59
  SPEAKER_01: I'm always kind of posting on LinkedIn, Rob Wiltse there.
• 48:02
  SPEAKER_01: Uh, I'm gonna be at Accelerate um in just like a couple weeks here.
• 48:06
  SPEAKER_01: Are you going?
• 48:06
  SPEAKER_01: Uh I am going.
• 48:07
  SPEAKER_01: I will see you there.
• 48:09
  SPEAKER_01: Cool, yeah.
• 48:10
  SPEAKER_01: So that's super looking forward to that.
• 48:11
  SPEAKER_01: We see tons of clients and uh agency partners up there too.
• 48:15
  SPEAKER_01: So um hope to connect with everyone up there.
• 48:18
  SPEAKER_00: So awesome.
• 48:18
  SPEAKER_00: Well, Rob, thanks for being on here, and everybody, thanks for joining us.
• 48:22
  SPEAKER_01: Cool, thanks.
• 48:23
  SPEAKER_00: That wraps up today's episode of Selling On Giants with Rob Whitley.
• 48:28
  SPEAKER_00: We covered the do's and don'ts for Amazon video, how AI is changing the creative landscape, and why authenticity is still the ultimate differentiator.
• 48:38
  SPEAKER_00: If you want to learn more about Rob and Video Fresh, check out the links in the show notes below.
• 48:43
  SPEAKER_00: And don't forget, listeners of this podcast, get a 10% off with your next video fresh project.
• 48:50
  SPEAKER_00: Thanks for tuning in.
• 48:51
  SPEAKER_00: Be sure to follow, subscribe, and leave us a review wherever you're tuning in to Selling on Giants.
• 48:57
  SPEAKER_00: We will catch you next time.