#279: The Unfiltered Truth About Video Marketing and AI with Holly Xiao and Dave Gerhardt

#279 Content Strategy | In this episode, Dave joins Holly Xiao from HeyGen for an unfiltered conversation about where AI and video marketing are headed. Holly leads B2B marketing at HeyGen, an AI-powered video platform, and she sat down with Dave to dig into what’s working (and what’s not) when it comes to creating content that actually connects.

This recording is from a discussion Dave and Holly did with the AI Marketing Alliance --> https://www.aimarketingalliance.com/

Dave and Holly cover:

• Why video hits differently in B2B and how to make yours stand out without blowing your budget
• How AI is reshaping the content production cycle and freeing up marketers to focus on storytelling
• Why early adoption matters, and how small teams can use AI to punch above their weight

You can expect a candid, practical conversation about how to scale content, stay relevant, and make the most of AI.

Timestamps

• (00:00) - – Intro
  
• (01:27) - – Why this conversation matters
  
• (02:44) - – AI is making marketing exciting again
  
• (03:53) - – Dave’s early bet on video
  
• (05:53) - – How LinkedIn video exploded
  
• (07:10) - – ROI vs. brand building
  
• (08:25) - – From connection to conversion
  
• (10:10) - – Why video feels more human
  
• (12:16) - – “Maybe your videos suck”
  
• (14:22) - – The problem with corporate videos
  
• (16:10) - – The value of repetition and reps
  
• (18:34) - – How AI speeds up content cycles
  
• (20:51) - – Real AI tools Dave is using
  
• (22:28) - – Decks, data, and automation
  
• (24:53) - – Why creativity still wins
  
• (27:15) - – The return of the creative CMO
  
• (31:14) - – Personalized content at scale
  
• (33:13) - – AI vs. in-person experiences
  
• (35:55) - – Do audiences care if it’s AI?
  
• (38:41) - – What makes an AI video work
  
• (41:18) - – Using AI to test and scale video
  
• (43:59) - – What small teams should do first
  
• (47:37) - – Final advice: be an early adopter

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Dave [0:00:00]: You're listening to B2b marketing with me, Dave Gerhardt.

Holly [0:00:17]: Alright, everyone.

Holly [0:00:18]: Welcome.

Holly [0:00:18]: I'm Holly Xiao, and I lead our B2B marketing efforts at HeyGen.

Holly [0:00:22]: I've been really looking forward to today's conversation.

Holly [0:00:25]: We're calling it the un unfiltered truth about video marketing and Ai.

Holly [0:00:29]: And I think that name sets the tone for what you can expect.

Holly [0:00:32]: So the next hour will really be more of a conversation between two marketers and we'll save the last fifteen minutes or so for a Q and a.

Holly [0:00:40]: So feel free to pop your questions into the chat as we go.

Holly [0:00:43]: But I'm miss stoked to be breaking it down with the one and only Dave Gerhardt, who's the founder of Exit Five.

Holly [0:00:49]: Dave.

Holly [0:00:50]: Good to see you.

Dave [0:00:51]: That was the greatest introduction.

Holly [0:00:55]: I'm glad.

Dave [0:00:55]: To the point, let's go let's get it going

Holly [0:00:58]: and Not out...

Dave [0:01:01]: Yeah.

Dave [0:01:01]: Yeah.

Dave [0:01:01]: Not good.

Dave [0:01:02]: Actually, this isn't me.

Dave [0:01:03]: This is the Ai.

Dave [0:01:04]: This is my Ai avatar I...

Dave [0:01:06]: I don't do any webinars now.

Dave [0:01:07]: I I have, I use Ai avatar to do all these things for me, and I'm actually playing golf right now.

Dave [0:01:12]: So thank you for having me.

Holly [0:01:14]: Of course.

Holly [0:01:14]: I actually thought about potentially starting with my interactive app.

Holly [0:01:18]: Because a lot of times when I'm in conversation.

Holly [0:01:20]: So, like, are you real?

Holly [0:01:21]: Are you, like, the real Holly?

Holly [0:01:22]: Are you the interactive after Holly.

Holly [0:01:24]: So I actually, like, now that be might be a little too complicated, But maybe next time.

Holly [0:01:28]: We'll break out Yeah.

Holly [0:01:30]: Yeah.

Dave [0:01:31]: Well, cool.

Dave [0:01:31]: Glad...

Dave [0:01:31]: I'm glad to be here.

Dave [0:01:32]: This is...

Dave [0:01:32]: I've I've been saying this to everybody recently.

Dave [0:01:35]: I've worked in marketing for a long time and P to marketing.

Dave [0:01:37]: And I love all the stuff that's happening with Ai because it's given me a new sense of energy, and I'm talking to so many marketers.

Dave [0:01:45]: There's a lot of confusion and there's a lot of...

Dave [0:01:48]: But people trying to figure out what's hype and what's not, but I'm super excited because it's made marketing super relevant.

Dave [0:01:54]: We're feeling this with Exit Five.

Dave [0:01:55]: I'm seeing in conversation with founders and other marketers like, It's a really exciting time to be in the world of marketing because of what's happening with Ai.

Dave [0:02:04]: And so I'm I'm honored that you asked me to...

Dave [0:02:07]: Out of all the thought leaders in the world.

Dave [0:02:08]: You you asked me to come and hang out with you, and I appreciate that.

Holly [0:02:12]: Of course.

Holly [0:02:12]: Yeah.

Holly [0:02:13]: And I I totally agree you.

Holly [0:02:14]: I think Ai is really gonna change a game and the entire landscape when it comes to marketing.

Holly [0:02:18]: And I mean, we are here to have, you know, a no frills conversation about all things video marketing and Ai.

Holly [0:02:23]: And I think, you know, when I personally think about video marketing, and more specifically a success story in video marketing.

Holly [0:02:30]: One of the first things that comes to mind is the now iconic videos that you posted on Linkedin starting in, what was it?

Holly [0:02:37]: Twenty seventeen twenty eighteen.

Holly [0:02:38]: But, like, what initially gave you the idea to create those videos while you're drift.

Dave [0:02:44]: So David, who was a founder of Trish was always very forward thinking from a marketing standpoint.

Dave [0:02:49]: And so he was always pushing me to do more things and try more things.

Dave [0:02:54]: And and that is...

Dave [0:02:55]: I'm very lucky to have had that.

Dave [0:02:56]: I know there's a lot of other people out there who Markers might post a video to Linkedin and then like the Ceos, like, what's the Roi of posting that video.

Dave [0:03:04]: And so I had a lot of freedom to try new stuff, but one of the biggest bets that we made with that brand back at the time, which is actually really relevant to today.

Dave [0:03:13]: Is that we were gonna win through being human being relatable, building a brand by cutting through the noise and showing our faces and showing up authentically in places.

Dave [0:03:23]: And so this was probably twenty seventeen, and right around that time, short form video started to become and just video in general started to become kinda like the d defect facto way people got information, whether it was long form stuff on Netflix or Youtube or podcast podcasts or Instagram Reels, or Tiktok, everybody was doing video, but there was something about, like, but we're in b to b.

Dave [0:03:46]: And so b to b is very serious.

Dave [0:03:48]: You know, we don't do any of those things.

Dave [0:03:50]: And we just started basically talking about all the things that we were doing.

Dave [0:03:54]: Directly into the camera on an iphone and posting it to Linkedin, and we did this because Linkedin recently...

Dave [0:04:00]: Linkedin had just opened up a their video feature.

Dave [0:04:03]: And one common trait, and I'm not great at this.

Dave [0:04:06]: I'm not early adopter.

Dave [0:04:07]: I'm like, in the middle.

Dave [0:04:08]: I...

Dave [0:04:08]: There's people that I know that we're, like, you know, in chad Gp, like, two and a half, three years ago.

Dave [0:04:13]: It...

Dave [0:04:13]: I needed, like, a year and now I'm deep.

Dave [0:04:14]: Now I'm deep in that world now, but we noticed that Linkedin added video, and David was like, you know, start posting videos on video...

Dave [0:04:20]: On Linkedin.

Dave [0:04:21]: And I would post the video and it was just me walking to work, dropped my daughter off at at school, walking to work, walking in the office talking about something I'm doing at work at drift that day at work.

Dave [0:04:30]: And the video would get, like, fifty thousand views, And I was like holy shit.

Dave [0:04:34]: This is insane.

Dave [0:04:35]: Obviously, it doesn't happen anymore because it was a new channel.

Dave [0:04:38]: So they were prioritizing views on videos, but we we noticed that earl being early on video created a huge advantage.

Dave [0:04:44]: And so two or three times a week.

Dave [0:04:46]: I would just share the same thing that I would basically sit down and write.

Dave [0:04:50]: I wouldn't do it on a script.

Dave [0:04:51]: I just would kinda r on something.

Dave [0:04:52]: And so I might be walking to work.

Dave [0:04:54]: And I would say, Yeah.

Dave [0:04:55]: I wanna share with you this, like, really powerful copywriting tip that I always use.

Dave [0:04:59]: And here's what it is.

Dave [0:05:00]: And just started to notice the feedback and the signal on that and the engagement was Unlike anything I was getting from textbooks.

Dave [0:05:05]: And the second half of that was also, I noticed a feeling of connection and engagement beyond what was happening with my written content.

Dave [0:05:13]: People at events felt like they knew me.

Dave [0:05:16]: People replied to our emails.

Dave [0:05:18]: And say, hey, I just watched watch that video.

Dave [0:05:19]: And so I think video created that authentic connection in marketing and helped us stand out in the world where all of marketing and b b felt very clinical, felt very sterile, felt very automated.

Dave [0:05:31]: It allowed us to basically stand out in a way.

Dave [0:05:34]: And I've been bought in on video ever since now it's a huge part of what we do in our business in Exit Five and, excited about where the future of video is is kinda go.

Dave [0:05:44]: Obviously I have a lot of questions for you, but That's my backstory I'm on getting into video.

Holly [0:05:49]: That's great.

Holly [0:05:49]: And initially, like, what was the intent of creating those videos?

Holly [0:05:51]: Because...

Holly [0:05:52]: And you kind of mentioned, you know, I'm a lot of Sam or Ceos or, like, what is the Roi on this video or, like, a lot of the brand campaigns are not specifically tied to, Roi.

Holly [0:06:01]: But, like, what was the initial intent when David was, like, start creating videos and kinda try to tap into the Linkedin.

Holly [0:06:07]: Sorry...

Holly [0:06:08]: No.

Dave [0:06:08]: There was no intent...

Dave [0:06:09]: There...

Dave [0:06:09]: This is my biggest pet peeve with marketing.

Dave [0:06:11]: Is that, like, everything that we have to do has to be directly measured.

Dave [0:06:16]: And it's like, what do you need to know?

Dave [0:06:18]: The Roi on, like, the seven minutes.

Dave [0:06:21]: It took me to like, pull up my phone, record the video, upload to Instagram.

Dave [0:06:24]: Like, we did...

Dave [0:06:25]: The the brands don't get built that way, and they don't work that way.

Dave [0:06:27]: And so I think we had a strong belief that we know that in order to be successful in marketing, People need to know like and trust you.

Dave [0:06:33]: And so we wanted to use video as a part of our social media strategy, which is to be authentic and to show up regularly, and so it just became another piece of another medium for the content.

Dave [0:06:44]: So I kinda typically only wrote about marketing on Linkedin, and it became way for me to share what I'm doing and what I'm learning and marketing.

Dave [0:06:51]: And, obviously, the more you publish videos, like, on any platform.

Dave [0:06:55]: You get feedback.

Dave [0:06:57]: You get signals I post that video and that video flopped.

Dave [0:06:59]: Okay?

Dave [0:07:00]: So I'm not gonna do that topic again.

Dave [0:07:01]: Oh, when I talk about this topic, people, I got more messages than ever.

Dave [0:07:05]: Okay.

Dave [0:07:05]: Let's do more videos like that.

Dave [0:07:06]: And so I think a big part of it was building up this feedback loop.

Dave [0:07:09]: And then eventually, the goal is awareness, which leads to more followers on social media, which leads to more engagement.

Dave [0:07:16]: And over time, people started to know oh, that's Dave from drift and as a result, the Drift brand grows.

Dave [0:07:23]: There's this guy called P, Pi and he's a founder of a company called Para and.

Dave [0:07:27]: They're a measurement company, but I love that the way he talks about measurement.

Dave [0:07:31]: He's like, we need to stop treating our audience on on all these platforms like their morons.

Dave [0:07:35]: If you do something that is interesting.

Dave [0:07:37]: If I see a video pop up in my feed and Holly gets my attention, and she share something interesting.

Dave [0:07:42]: I don't need a Ut link to know and properly attribute that, like, you know, she that that goes to the H gen site.

Dave [0:07:48]: I'm gonna be like, oh, that's Holly from HeyGen.

Dave [0:07:50]: Where have I seen her before?

Dave [0:07:52]: Oh, I see her keep popping of my feet?

Dave [0:07:53]: Now that's the fourth time I've seen her, I'm gonna go Google her.

Dave [0:07:56]: I'm gonna go Google what the company does.

Dave [0:07:57]: Now of a sudden I'm on the h gen site.

Dave [0:07:59]: That is how people get information online.

Dave [0:08:02]: And so what worked what was beautiful and why it works is like, we weren't trying to do anything.

Dave [0:08:06]: We weren't trying to, like, generate, you know, seven more sales meetings this month by posting videos on Linkedin.

Dave [0:08:12]: We were we're were trying to get engagement and strike up conversations and build this kinda content feedback loop, which is so valuable with social media.

Dave [0:08:18]: That was the goal.

Holly [0:08:20]: Yeah.

Holly [0:08:20]: I love that.

Holly [0:08:20]: I think, you know, a lot of times what we think about is always, like, pipeline generation, like, leads and all of that, But what we neglect a lot is just the relationship building and, like, really being that person and, like that, having that dynamic relationship with people that you don't haven't met yet.

Holly [0:08:35]: And I think that's so key and so important.

Holly [0:08:37]: Because it's pretty clear that we're in the video and social era.

Holly [0:08:39]: You know, video is such a dominant force online.

Holly [0:08:42]: Youtube has been what the second largest search engine since two thousand and eight, I believe, and social media channels like Tiktok, Linkedin, Instagram are really the dominant marketing channels today.

Holly [0:08:52]: So as somebody who built amazing brands and has really figured out social and content, why do you think video hits differently from static content?

Dave [0:09:01]: I think we'd like to see other people.

Dave [0:09:02]: There's so many more elements.

Dave [0:09:04]: There can be...

Dave [0:09:05]: Actually, remember what happened backstage when I came on video, What did you say to and you said, oh, That's a nice plant in your background.

Holly [0:09:13]: Brings a pop of green.

Dave [0:09:14]: What's the equivalent to, like, a that in, like, a design based piece of...

Dave [0:09:17]: It it could be a nice image.

Dave [0:09:19]: Right?

Dave [0:09:19]: But I think we also as market...

Dave [0:09:21]: Like, as as humans, our brains get turned off to marketing that feels like marketing?

Dave [0:09:26]: If I know this is marketing?

Dave [0:09:27]: I'm gonna ignore it for later.

Dave [0:09:29]: I moved recently, and our neighbors, we...

Dave [0:09:33]: We...

Dave [0:09:33]: Our old neighbors we had a ton of mail from, like the last six months.

Dave [0:09:36]: I don't know why they didn't give it to us earlier, by the way.

Dave [0:09:38]: But, had all this mail, and literally, I got I had a trader Joe's bag filled with mail yesterday.

Dave [0:09:43]: And I had to sit down and go through it.

Dave [0:09:46]: And guess what I did.

Dave [0:09:47]: All of the things from the Irs from the Vermont state tax department from the, you know, workers comp policy, all the things that I have.

Dave [0:09:55]: This and that I separated all that, and I immediately went to open the first two things that I saw, which is, like, two holiday cards, Handwritten notes to Dave and Leah that we missed.

Dave [0:10:03]: Right?

Dave [0:10:03]: And there's a great book called the Bo letters by this guy Gary Hall.

Dave [0:10:07]: And he's talked about this in the past, which is, like, we have this a pile and a b pile.

Dave [0:10:11]: When you get home, you separate the male, you put everything over there, You're gonna...

Dave [0:10:14]: You know that's marketing.

Dave [0:10:15]: You know that's promo.

Dave [0:10:16]: You're gonna open that stuff later.

Dave [0:10:17]: I'm gonna this stuff that feels real feels human feels authentic first.

Dave [0:10:21]: And I think the same is true in in marketing and video as a way to express static.

Dave [0:10:26]: It's almost like a...

Dave [0:10:27]: It's just a multi dimensional form of marketing instead of a static email.

Dave [0:10:31]: You get my voice, you get my personality.

Dave [0:10:34]: Maybe there's music.

Dave [0:10:35]: There's animation, You know, I I talked to a lot of people who...

Dave [0:10:38]: I'll do a video thing like this and people are like, wow.

Dave [0:10:40]: You're much nicer than I thought you were.

Dave [0:10:43]: Based on how you write online, and I was like, oh, shit.

Dave [0:10:46]: Okay.

Dave [0:10:47]: And so it's a level of, like, building trust and authenticity at at scale.

Dave [0:10:51]: So...

Holly [0:10:53]: Yeah.

Holly [0:10:53]: And you kind of alluded to this too, but I think it's safe to say that not all videos are engaging even if it's meant to be, you know, more personal.

Holly [0:11:00]: We see so many corporate videos, whether it's a company overview, launch video or brand video that's just kind of full, flat.

Holly [0:11:07]: Why do you think that is?

Dave [0:11:12]: There's there could be so many reasons.

Dave [0:11:13]: And I love Gary v.

Dave [0:11:15]: And, yeah, I watched this video a couple weeks ago and I said it's my team Gary v was like, he's was doing this call with somebody, and they're like Gary.

Dave [0:11:22]: I've been taking your advice, and I've been posting videos every day to Instagram for the last year.

Dave [0:11:26]: And you're wrong.

Dave [0:11:28]: These videos aren't working.

Dave [0:11:29]: And Gary's like, I say this mean this in the kind way possible but like, maybe your video suck.

Dave [0:11:33]: Mh.

Dave [0:11:34]: And that is the...

Dave [0:11:36]: That is often the reason it's the it's the offer.

Dave [0:11:38]: Right?

Dave [0:11:39]: Like, why did people show up for this today because, like, it was a good headline is the right audience for this And so a lot of times, just because you made a...

Dave [0:11:45]: Just because you made a launch video, it doesn't mean that it's gonna be good, just that it's gonna work.

Dave [0:11:50]: Like, there is an art into marketing.

Dave [0:11:52]: We've tried to over science everything in marketing.

Dave [0:11:54]: Like, there's totally an art to this.

Dave [0:11:56]: The other thing is, like, it could it could just be I I hate long cycles.

Dave [0:12:01]: I hate I hate taking months.

Dave [0:12:03]: Like, yeah.

Dave [0:12:04]: We're working on the product, you know, it's gonna take us six weeks to do the product launch video.

Dave [0:12:07]: And I think it could be because of that.

Dave [0:12:09]: It could be because there's too much feed maybe too many rounds of feedback, too much consensus, maybe there wasn't even a good idea in that from the beginning.

Dave [0:12:17]: Also, I posted a ton of video, so we have a podcast and I post...

Dave [0:12:21]: We have these, like, highly edited podcast clips that we post on online Linkedin.

Dave [0:12:25]: And then, a couple of months ago, I took a video of, like, my wife and Had a hike, and it was, like, seven seconds long, and guess with guess was the most watched video of the last three hundred sixty five days in my Linkedin.

Dave [0:12:35]: That that one.

Holly [0:12:37]: Wow.

Holly [0:12:37]: Okay.

Dave [0:12:38]: Cost...

Dave [0:12:38]: Could...

Dave [0:12:39]: It took me no time, no effort, no editing.

Dave [0:12:41]: And so I think I just...

Dave [0:12:42]: Am not of the belief that often oftentimes it's not always about the production quality and the editing.

Dave [0:12:48]: And it's not always how much time you put into the video are gonna make it successful.

Dave [0:12:52]: So it's usually some some form of of those factors.

Dave [0:12:56]: What what did you want me to say there?

Holly [0:12:59]: No.

Holly [0:12:59]: I mean, I think that's spot all.

Holly [0:13:00]: Because I think...

Holly [0:13:01]: It's really an art.

Holly [0:13:02]: Right?

Holly [0:13:02]: There's, like, the storytelling there's creativity piece to it.

Holly [0:13:04]: And I think a lot of time these are crane these videos.

Holly [0:13:07]: It's And I was saying this is some applies to, like, everyone, but sometimes, it's very about them.

Holly [0:13:13]: We're launching this new product.

Holly [0:13:14]: We're doing this.

Holly [0:13:15]: And there's, like, I call it like, the so what tests.

Holly [0:13:17]: Right?

Holly [0:13:17]: Like...

Dave [0:13:18]: Yeah.

Holly [0:13:18]: If I were to ask so what would I be able to answer it.

Holly [0:13:20]: So I think it's How do we think from the lens of the customers and to your point, it's an art.

Holly [0:13:25]: It's really about storytelling more so than how do you actually produce the videos in a lot of ways?

Dave [0:13:30]: Yeah.

Dave [0:13:30]: I mean, just because you're, like, we have a product launch in three months, and we're gonna make a video for that, and then that video gets you know, it's it's every B2b company, and maybe even consumer, go there Linkedin.

Dave [0:13:41]: It's like, every video on their channel has, like, you know, seventy three views.

Holly [0:13:45]: Mh.

Dave [0:13:45]: And so I think that another part of it is, like, like there...

Dave [0:13:49]: There's multiple things you may be think.

Dave [0:13:50]: One of them is probably sticking to the same recipe.

Dave [0:13:53]: Oh, I've seen...

Dave [0:13:54]: You know, I saw the HeyGen product launch videos.

Dave [0:13:56]: And so we're gonna make our product launch video exactly like that, and it's kinda like, you know, you kinda have that, like, drum beats stock music and in the dun, and the Piano comes in and then you show the product and it's like, what?

Dave [0:14:05]: Who's watching?

Dave [0:14:06]: Like, who's watching that?

Dave [0:14:07]: Does that work?

Dave [0:14:08]: I I don't know that.

Dave [0:14:09]: Maybe maybe that's true?

Dave [0:14:10]: Maybe you just wanna have a nice video on the landing page.

Dave [0:14:12]: Maybe the video doesn't need to convert.

Dave [0:14:14]: But I also think a part of it is, like, did you have enough reps and sets on the idea for the video that you're gonna gonna produce.

Dave [0:14:23]: And so if you look at anybody that has success...

Dave [0:14:27]: Is successful now Let's look at Youtube creators.

Dave [0:14:29]: Right?

Dave [0:14:29]: Everybody loves talking about mister Beast.

Dave [0:14:31]: I'll give you another guy.

Dave [0:14:32]: There's this a guy called Jay Klaus, and he runs a company called Creator science.

Dave [0:14:36]: If you go to his Youtube channel, He's he's now blown up on Youtube and all his videos get, you know, fifty to a hundred thousand views, which is amazing in his niche.

Dave [0:14:43]: But if you go to...

Dave [0:14:44]: If you hit videos and you just scroll all the way back to the end, He's been putting videos on Youtube forever, and it's like eighty three views, sixteen views, a hundred views, one hundred views, two hundred ten views, a thousand views.

Dave [0:14:57]: Twenty three thousand views, forty views, like it just takes time...

Dave [0:15:01]: It takes time and reps and feedback.

Dave [0:15:03]: And so, like, I think it's crazy to be like, we're gonna put out this one...

Dave [0:15:07]: We're gonna make one video in the next six months, and we know that we think that video is gonna be a smash.

Holly [0:15:12]: Mh.

Dave [0:15:13]: And most of us are never gonna be...

Dave [0:15:14]: You remember, like, the Dollar Shave club launch video, the guy walking through the warehouse.

Dave [0:15:18]: Like, that was hilarious.

Dave [0:15:20]: Obviously scripted.

Dave [0:15:21]: Of course, they knew that was gonna be...

Dave [0:15:23]: They probably didn't know it gonna go viral, but, like, anybody that watched that probably was, like, oh, this is so funny.

Dave [0:15:28]: This is not, like anybody else is doing it.

Dave [0:15:30]: This the deck was stacked and they invested in the content to create that video.

Dave [0:15:33]: I think you just need more reps, and I also think this is where organic social is a huge driver, not just for video, but for your for demand gen for anything you're doing in the company, we now live in a world of social media where you can publish all of your ideas and thoughts from a company from a from your personal account, whatever your point of view on your industry is, You can publish all that for free.

Dave [0:15:53]: So I wanna go through and look through all of those posts, and I wanna figure out which topics are are gonna jump off.

Dave [0:16:00]: You you and I have a mutual...

Dave [0:16:02]: You know Elias from I'm from Drift.

Dave [0:16:03]: Now He has a new company called agency.

Dave [0:16:05]: Right?

Dave [0:16:05]: He's cranking out Linkedin content right now, and he's doing an awesome job on it.

Dave [0:16:10]: Right?

Dave [0:16:10]: We could go and analyze his last sixty posts and we could then go figure out, like, okay.

Dave [0:16:16]: If we were a gonna go make videos for him, here are the kinda ten highest engagement topics.

Dave [0:16:21]: I'm not guaranteeing that those videos are gonna work, but we kinda have these signals.

Dave [0:16:25]: For Exit Five, I came up with this tagline, here's go, like, because nobody goes to school for B marketing.

Dave [0:16:31]: And and people love that, and they they kinda took hold of that and it became a thing.

Dave [0:16:35]: I would feel good about if I wanted to go invest and make a kind of funny skit style video.

Dave [0:16:40]: I I'd feel good about that landing before we even know.

Dave [0:16:43]: So I think there's lots of ways to get feedback and get small signals and little tests before, let's go spend seventeen grand on this, like, product launch video that we're gonna make, and we haven't tested any of the ideas and concepts first.

Holly [0:16:56]: That's such a great point because, you know, even when were saying, like, you know, trying to create one video a month.

Holly [0:17:00]: One video month, that's actually quite expensive, especially if beginning, like, production, you have like, all these costs going into it.

Holly [0:17:07]: So I think, to your point of testing the message, see what sticks and then kind of investing in is a huge game changer.

Holly [0:17:13]: Of course, Ai which we'll talk about is also gonna be, a really big way that you can scale video production.

Holly [0:17:19]: I think overall, that makes a ton of sense of just, hey, figure out what works first through your rate content because we know that's cheap.

Holly [0:17:25]: That's easier to produce.

Holly [0:17:26]: And then from there, figure out what to prioritize and kind of invest in.

Dave [0:17:30]: Also, like, this is what is exciting to me about all of the Ai things in marketing right now is, like, I think before it used to be this...

Dave [0:17:37]: Yeah.

Dave [0:17:38]: If we wanna make a video, it's gonna take...

Dave [0:17:40]: It cost this much in production where we gonna film it, You know, we have some footage from here.

Dave [0:17:45]: We got some b roll whatever.

Dave [0:17:46]: Like, I like to think of a world where, I can go make that video as a marketer myself.

Dave [0:17:51]: You know, I can...

Dave [0:17:52]: This is not, like, related to to h gen type of video, but, like, I could just take fifteen videos that I got on my iphone, dump them all, air drop them all to my desktop, go into Cap cut, make the not, you know, edit much better on Cap cut than I can on my phone and and ship a video that is, like, good enough.

Dave [0:18:09]: I got text on there.

Dave [0:18:10]: I got some animations on there.

Dave [0:18:11]: All that stuff is gonna continue to to get easier and easier as we get smarter and build Ai tool.

Dave [0:18:17]: So, like, I like to think of a world where I'm a marketer, and we're launching a new campaign in two weeks.

Dave [0:18:23]: Like, I'm writing prompts, and I'm using by, like, I'm spending all my time on the story and the creative, and then I don't have to worry so much about the video production aspect.

Dave [0:18:32]: That's what's excited about where...

Dave [0:18:33]: That's what I'm excited about where things are going.

Dave [0:18:35]: It's just shrinking the cycle.

Dave [0:18:37]: My biggest b.

Dave [0:18:38]: So like I get everything is too long.

Dave [0:18:40]: We won't to launch video.

Dave [0:18:42]: It's probably gonna suck, and it's gonna take us eight weeks to do it.

Dave [0:18:45]: Like, okay.

Dave [0:18:46]: And then I don't wanna do that.

Dave [0:18:47]: Let's try something different.

Holly [0:18:49]: Yep.

Holly [0:18:49]: Exactly.

Holly [0:18:49]: And I feel like we can't talk about morph without talking about Ai.

Holly [0:18:52]: Right?

Holly [0:18:52]: Because we're undeniably in this new era shaped by L.

Holly [0:18:55]: There's text video model as you name it and the noise and hype around it have been very real the past couple of years.

Holly [0:19:03]: I know you are a fan of Ai.

Holly [0:19:05]: But like, how are you thinking about the role and impact of Ai in the marketing world?

Dave [0:19:11]: I think a year ago, my response would have been different, and I would've have probably told you about, like, yeah.

Dave [0:19:15]: We're using it to, you know, write our write emails better.

Dave [0:19:17]: And there's just so many it's such a hard question because, like, my my...

Dave [0:19:24]: Every...

Dave [0:19:25]: Every...

Dave [0:19:25]: I can't even keep up every day.

Dave [0:19:26]: I'm finding, like, somebody sending me a new tool, a new company.

Dave [0:19:30]: I do think a lot of it is, like, theater.

Dave [0:19:32]: A lot of it is like, check out this new tool here's a thing you can do, and I'm like, well show me somebody who's actually using that inside their business?

Dave [0:19:40]: And, like, what did that change for the business.

Dave [0:19:42]: So I think you have to separate that, but I I think of it more, like, I'm trying to I'm trying to just, like rewire my brain to be like, What's happening now is like, the late nineties finding out that, like, the Internet was gonna be a thing.

Dave [0:19:54]: Right?

Dave [0:19:54]: And there are lots of people who don't believe it.

Dave [0:19:57]: There's obviously lots of, you know, hype around it.

Dave [0:20:00]: There's gonna be things that don't come true, hopefully not, like, a bubble bursting, but, like of it's probably not gonna come true, but at the fundamental layer, can you see how this technology is gonna disrupt a lot of the things that we're doing?

Holly [0:20:15]: Yeah.

Dave [0:20:16]: And a perfect example of that is, like, I've always hated working with data working with spreadsheets.

Dave [0:20:21]: I can work with an Ai tool now to be like, here's all this data.

Dave [0:20:26]: Can you help me organize it.

Dave [0:20:27]: I used to have to go find somebody inside the company to go do that?

Dave [0:20:30]: Because if spend me hap...

Dave [0:20:31]: Take a half day doing that.

Dave [0:20:32]: So it's like, it's things like that.

Dave [0:20:34]: It's not just about, like, cool.

Dave [0:20:35]: Look at this kinda like, weird image finger...

Dave [0:20:37]: Weird guy with weird fingers you can generate an image from?

Dave [0:20:40]: Like, that's just all theater for for Linkedin.

Dave [0:20:42]: But, like, what are the workflows that are happening inside of your business that either take a long time and require really specialized knowledge inside the business and so you have to like, pass it on to somebody else.

Dave [0:20:53]: We're trying to find, like, a contractor right now to help us with events, and we have a bunch of applications And before we decide, like, what the next step with with that person is gonna be, we have written basically a brief inside of chat To say here is what our ideal candidate looks like, can you go through this list of, you know, three hundred applicants and and call out, like, five of the contractors that you think might be the best fit to handle our job.

Dave [0:21:19]: That's amazing.

Dave [0:21:20]: Like, now, I didn't I did a podcast interview with the guy last week, and I did all my prep and claude.

Dave [0:21:26]: I started asking about something that he wrote in his book, and he's, like, where did you get that?

Dave [0:21:31]: That was like, I used Claude.

Dave [0:21:35]: He's like, that is...

Dave [0:21:36]: I've never said that in my life Was like, it was, like a framework.

Dave [0:21:38]: Was like, the score for I'm like, so in your book, you talk about the score framework, like, s c o r e, s and and, like, I'm reading out the letters him and halfway.

Dave [0:21:46]: I stop and he's like, no.

Dave [0:21:47]: Where'd you get that.

Dave [0:21:48]: And he's like, that's a hallucinations.

Dave [0:21:50]: I'm like, oh, shit.

Dave [0:21:51]: So there's definitely a lot of those things You, you know, you can't, like, just fully outsource it, but I think that's really exciting.

Dave [0:21:57]: You know what, not another other thing has been the bane of my existence, Holly probably Too as a marketer.

Dave [0:22:01]: How many decks have you made in your life?

Holly [0:22:03]: Oh my on.

Holly [0:22:04]: Way too money, especially as a product marketer.

Holly [0:22:05]: It's this deck after deck after deck.

Dave [0:22:09]: So it's not there yet, but it's, like, this is a perfect example.

Dave [0:22:11]: Like, Not...

Dave [0:22:12]: I'm don't I don't wanna be another, like, Ai is...

Dave [0:22:14]: You know, I don't wanna be another Ai hype person.

Dave [0:22:16]: And so I I'm looking at all these things about, like, oh, if it's already this good, like, where can this go?

Dave [0:22:21]: And so whenever I read a deck, I've ghost written in a brazilian decks for founders for keynote talks they gave whatever.

Dave [0:22:28]: And I'm I'm really good at the writing and I'm really good at the storytelling, but then you know when you have, like, that idea and the Google Doc and then you're like, Now I gotta get this from here into slides, and I gotta get them designed, and that is another two weeks, and there's gonna be a world and there's tools that you can you know, canvas has gotten some awesome features now, Cam others.

Dave [0:22:47]: Right?

Dave [0:22:47]: There's gonna be a world where like, I can basically write out the story I want, and the slides are gonna get generated.

Dave [0:22:53]: That is amazing.

Dave [0:22:54]: That allows me as the marketer focus on the story not like, dragging and dropping like the icons on slide sixteen or, like, trying to get an image.

Dave [0:23:02]: You know what I used to do?

Dave [0:23:04]: I used to I used to draw, like if I was doing a deck and I wanted, like, a chart or something, I would like, draw it on my notepad, take a picture of it, air drop it, put it in the deck and and leave a note to the designer on, like, the type of graphic that I wanna create.

Dave [0:23:17]: Now help people are making tools that you can do that.

Dave [0:23:20]: Right?

Holly [0:23:21]: Yeah.

Holly [0:23:21]: I wouldn't would say wait I would, like, create chicken scratch, like, wire frames.

Holly [0:23:24]: Like, this is what I want.

Holly [0:23:25]: And I'll, like, take a picture of my, like, chicken scratch and put it on this slide, and it'll be like, hey, let me know a few questions about it, but...

Holly [0:23:31]: I truly think that Ai change in the game in a lot of ways, but the elephant in the room is, you know, there's a fear that Ai kills creativity.

Holly [0:23:39]: What are your thoughts on whether Ai will be placed creativity or not.

Dave [0:23:44]: I don't think so.

Dave [0:23:44]: I totally can understand why.

Dave [0:23:46]: I like to think Ai is, like my robot helper, but there is...

Dave [0:23:51]: And actually, this is the guy...

Dave [0:23:53]: This is the guy I was talking about.

Dave [0:23:54]: There's this guy called Mark Sc and he has a book called audacious.

Dave [0:23:59]: How humans can win in an Ai world.

Dave [0:24:01]: And I have no affiliation with him.

Dave [0:24:03]: I'm not gonna get any dollars if you go by his book or whatever, but he's just been an author in marketing that I that I followed, and I had him on my podcast because, like, man, this is the exact take that everyone wants to know about.

Dave [0:24:13]: Now.

Dave [0:24:13]: And his point of view on it, which I love was based like the opportunity with Ai is actually to be more creative and more human and take more chances and do more human things, and let's let's use Ai to run a lot of the business systems and process and data and do things at scale and use generative Ai to produce things that we can produce on our own, but the the, like, it's gonna be, like the last mile problem.

Dave [0:24:37]: Right?

Dave [0:24:38]: And that is where the creativity creativity is always going to be the factor for why your thing is successful.

Dave [0:24:44]: And so I think this this is gonna free us up to be able to spend more of our time focusing on the creativity and the humanity and the emotion of our marketing, and hopefully have a lot of the other work, like, offset by Ai because they always have this conversation with the the team at Tri.

Dave [0:25:01]: I'm, like, my job as a marketing leader was to, like, manage the team, do performance reviews.

Dave [0:25:07]: Build board decks have being spreadsheets, and I'm, like, If I'm the best market...

Dave [0:25:12]: If I'm the best marketer here that we have if this is like a sports team and my superpower is marketing.

Dave [0:25:17]: Like actual marketing, like storytelling and creative product launches.

Dave [0:25:21]: Right?

Dave [0:25:21]: The actual marketing Do you want spend all my time like making board decks and being in spreadsheets for internal meetings about metrics and Kpis or do you want me to, like, do the marketing?

Dave [0:25:30]: And so this is what has give me a renewed sense of energy because candidly, like, the reason I got burnt out of of a job and being Vp marketing and even...

Dave [0:25:40]: And Cmo is like, actually, none none of none of this is marketing, but I have you had to play the game as you climb the ladder and become the head of the marketing team you have to play, like, the...

Dave [0:25:49]: It's a people management job.

Dave [0:25:51]: And I I I love marketing because I love the creativity.

Dave [0:25:53]: I love creating things.

Dave [0:25:55]: Right?

Dave [0:25:55]: And so I'm excited about a world where we're like, we're gonna get back to that.

Dave [0:25:58]: I'm talking to a lot of founders right now of stage companies who've have done other things in the past and they're, like, I don't need to have a marketing team of a hundred people.

Dave [0:26:06]: I wanna have like, a very strong Cmo where the Cmo is the chief storyteller, the chief creative person for this brand.

Dave [0:26:14]: We have a team of, you know, five to ten marketers or maybe even less three to five I'm just making this.

Dave [0:26:20]: I don't wanna run anybody your wrong way.

Dave [0:26:22]: Like, obviously, if you already have a big company, I don't don't want you to go lay off all your marketers.

Dave [0:26:25]: But, I think that's the future.

Dave [0:26:27]: And, like, that has that has me excited again.

Dave [0:26:29]: It was like, It was a bummer for me to realize that, like, oh, yeah.

Dave [0:26:33]: You climbed to the top of of marketing inside of a company only to realize that, like, oh, it's actually not your job to, like, write any of the copy anymore or do any of the things.

Dave [0:26:42]: And so I think we should hopefully be able to get to do more of that because of what's possible with Ai.

Holly [0:26:48]: Yeah.

Holly [0:26:48]: I totally I agree.

Holly [0:26:49]: I think the fundamental nature of Ai is really built upon built upon and also altitude replicate what humans have already created.

Holly [0:26:56]: You know, and space entirely on past data training.

Holly [0:26:59]: And so Ai really excels at handling the mundane, the repetitive and the very tedious task quickly and efficiently, which does free up us to focus on more meaningful and creative work.

Holly [0:27:09]: And I HeyGen, our goal was actually to isn't to replace human creativity, rather it's to amplify it by simplifying to your point, the script writing the video production process that you don't wanna do so that you can focus more on, like, crafting the compelling stories, The other thing that we're really thinking through is, like, how do we empower individuals by offering a practical way to put themselves out there without investing extensive hours, recording themselves.

Holly [0:27:35]: So instead of spending two hours reporting just to capture a two minute clip people can now achieve really high quality outcomes by allowing them to channel their energy into these creative aspects that truly matter.

Holly [0:27:47]: So I totally agree you that I just don't see ai replacement creativity and...

Holly [0:27:51]: I have

Dave [0:27:52]: question on that.

Dave [0:27:52]: Yeah.

Dave [0:27:52]: Even in that world.

Dave [0:27:53]: So I love what you said is like, all the Ai stuff is basically trained on all of the stuff we've done in the past.

Dave [0:27:59]: But isn't there a world where like, Ai is doing more of the things that maybe we have...

Dave [0:28:06]: Is creating new variations and and new things?

Dave [0:28:08]: How do we keep the humanity?

Dave [0:28:11]: I don't even know if that's the right word.

Dave [0:28:14]: How do we keep the creativity in that?

Dave [0:28:16]: Do you think Ai will ever be able to be more creative than a human?

Dave [0:28:20]: Or is it that humans wanna relate to other humans and we wanna see that part of it.

Holly [0:28:28]: So I honestly think that Ai is only as good as, like, the user is.

Holly [0:28:31]: Right?

Holly [0:28:31]: Like, to your point earlier about prompting, a clog was it?

Holly [0:28:35]: It was...

Holly [0:28:36]: Like, if you don't have a good prompt, the output that you get is probably not gonna be great, and I truly think that Ai is so variable depending on what prompt you give it, what information and the context you give it.

Holly [0:28:46]: Will it ever be better than humans?

Holly [0:28:49]: Who knows.

Holly [0:28:50]: I don't think anybody can really predict that in this stage.

Holly [0:28:53]: But I do think that, I guess, just in terms like generative videos.

Holly [0:28:57]: Right?

Holly [0:28:58]: I truly believe that Ai will unlock and disrupt the whole marketing ecosystem.

Holly [0:29:02]: So think about ads.

Holly [0:29:03]: Right?

Holly [0:29:04]: And to your point, Let's say, Instagram ads.

Holly [0:29:07]: So currently, most ads are the same for large segments of audiences, if not everybody just due to the high production costs.

Holly [0:29:14]: So what a company serves me is likely what you would see as well because of a certain surface level trade.

Holly [0:29:20]: Right?

Holly [0:29:20]: So let's say that we're both marketers.

Holly [0:29:22]: With Ai and where we see things going is a world where we can dynamically individualized videos at scale.

Holly [0:29:29]: So tailoring every ad specifically to individual viewers based on their unique interests, behaviors, all automatically in in real time.

Holly [0:29:38]: And so in this world, as a marketer, we would create a single template script, and that would automatically adapt personalized elements for each viewer making every interaction, super relevant and impactful.

Holly [0:29:50]: So I don't know if Ai will...

Holly [0:29:52]: I can't predict.

Holly [0:29:53]: And I don't wanna go a record for saying, like, ai, I'm definitely gonna creep better solutions than humans, but I do think it will truly amplify and scale all the stuff that we're able to create and have this entire avenue of video and just content production as whole.

Dave [0:30:12]: Yeah.

Dave [0:30:12]: That'd be great.

Dave [0:30:13]: I love the idea of the...

Dave [0:30:14]: Thinking about how we can use Ai, like, at scale to be more be more personal.

Dave [0:30:19]: The thing is just like, I'm feeling a lot in marketing right now.

Dave [0:30:23]: Like, there's kinda two sides of things.

Dave [0:30:25]: It's like, I heard Chris talk could talk about this, which is, like, in a world of Ai.

Dave [0:30:28]: Ai is gonna be great.

Dave [0:30:30]: Gonna solve a lot...

Dave [0:30:31]: You know, do a lot of business stuff for us, but as a result, humans are we're gonna crave also more analog in person real life experiences too.

Dave [0:30:40]: Yeah.

Dave [0:30:41]: And so it's just...

Dave [0:30:42]: There's just weird trend of, like, as...

Dave [0:30:43]: The Ai stuff is awesome.

Dave [0:30:45]: The same time, like, people wanna do at least we're seeing in our business and other companies we work with.

Dave [0:30:51]: They want more in person events and people wanna get out their house.

Dave [0:30:54]: They wanna hang out with each.

Dave [0:30:55]: And so it's like, this crazy spectrum of, like, You got Ai over here, you got more computers, more machines, more robots, but then like...

Dave [0:31:02]: And even in my personal life, I just wanna go for a hike with, like, three of my friends and just, like, you know, shoot the shit and just hang out and be offline and There...

Dave [0:31:11]: There's, like, these kind two polls that are becoming present.

Dave [0:31:14]: I'm I'm curious in the chat actually, if you're...

Dave [0:31:16]: If you're still listening to this, Like, does anybody feel that.

Dave [0:31:18]: Like, I love tech.

Dave [0:31:20]: Like, I'm a believer in this.

Dave [0:31:21]: Like, but I'm at there's kinda, like, I wanna use Ai I wanna talk to chat Jb wanna get all these ideas.

Dave [0:31:26]: I wanna do this, but the same time there's this craving for, like, in person human land events too.

Dave [0:31:32]: And I think that is a trend that we're gonna see more of.

Holly [0:31:34]: I totally agree.

Holly [0:31:35]: I actually think one of the common misconceptions about around Ai is around authenticity.

Holly [0:31:40]: That, you know, somehow communication through Ai driven mediums isn't as genuine or personal, which I totally hear understand why people feel that way.

Holly [0:31:48]: But I also think that mainstream Ai technology is still new.

Holly [0:31:51]: Right?

Holly [0:31:52]: And that newness creates suspicions, especially in video production because creativity and execution is so key to success there.

Holly [0:32:00]: But as humans, I think we're methods of communication naturally evolve alongside technological advancements because We can also argue that even Zoom meetings aren't as authentic as face to face interactions.

Holly [0:32:13]: Right?

Holly [0:32:13]: And ultimately, they're just different ways of connecting and communicating shaped by the evolving technology.

Holly [0:32:19]: And I I think in the future, knowing that a video was fully generated with Ai and interacting with somebody's avatar might feel just as authentic and personal as speaking to them over Zoom.

Holly [0:32:32]: Or even in person.

Holly [0:32:33]: And Not saying that this transformation will happen Overnight, but it's very likely that Ai driven communication will become the norm as Zoom and, you know, these more virtual conversations are as authentic.

Holly [0:32:47]: But I truly don't think in person events will ever be replaced because we sole crave that in person connection.

Holly [0:32:54]: I just think it's a different way of thinking about it, especially as technology changes.

Holly [0:32:57]: But curious.

Holly [0:32:58]: Two where thinks about that.

Dave [0:33:01]: I don't know.

Dave [0:33:01]: It's crazy.

Dave [0:33:02]: The other thing that comes up a lot is like, do you care?

Dave [0:33:05]: If Ai did it or human did it, and you got the desired result.

Dave [0:33:10]: Do you care?

Dave [0:33:10]: I think it came up in a in Exit Five I've actually Someone said, hey, our agency did this thing and this and that third.

Dave [0:33:17]: But I'm pretty sure it was, like, generated by Ai, and I was like, what was it good?

Dave [0:33:22]: And they're like, it's great.

Dave [0:33:22]: So is it because they didn't wanna pay fifteen grand retainer to that agency and they could have gotten it done with, like a twenty dollar month chat Subscription or was there some, like, deeper thing there.

Dave [0:33:34]: And I don't have any...

Dave [0:33:35]: I'm just faking that I have all the answers to this.

Dave [0:33:37]: I'm just giving you my reaction to all these things live.

Dave [0:33:39]: But so super interesting time to be working, super interesting time to be a a knowledge worker?

Dave [0:33:45]: Yeah.

Dave [0:33:47]: Yeah, man.

Dave [0:33:47]: I don't know.

Holly [0:33:49]: Honestly, like, one of the importance that we got pretty frequently, towards the end of last year was a lot of these businesses were saying, well, my audience is not going to like the hack that we're using Ai to create videos.

Holly [0:34:00]: So we actually did a consumer study after just hearing these objections on, I think we have surveyed more than two hundred...

Holly [0:34:06]: Twenty five hundred people in general to just get their feedback.

Holly [0:34:10]: And the results were pretty in line with what we had thought, which was that over ninety percent of consumers don't actually have a problem with brands using ai general videos in a marketing content, which is a huge endorsement showing that audiences are open to engaging with Ai driven creativity and storytelling.

Holly [0:34:27]: I think what they are looking for though is the quality Ai videos.

Holly [0:34:32]: Right?

Holly [0:34:33]: Like, we don't wanna, go into the Can Valley and it's like, obviously super robot of that.

Holly [0:34:38]: But if it higher quality.

Holly [0:34:39]: If it looks realistic.

Holly [0:34:40]: People are actually very open to brands using Ai in their videos, and it doesn't really have a negative impacts or perception of the brand for using it.

Holly [0:34:50]: So I thought that was really interesting.

Holly [0:34:52]: Yeah.

Dave [0:34:52]: I think that makes sense.

Dave [0:34:53]: That's where I get turned off if it's, like, if it's, like, slow, glitch gucci a little bit off if if if if it looks fake, then you're kinda like, I don't know.

Dave [0:35:02]: Can I trust this?

Dave [0:35:03]: Also the content, the substance really matters like, all of the big companies, like, I don't know where where you little obviously live in San Francisco, but ever ever tried dealing with, like, a Comcast lately.

Holly [0:35:17]: Not, but I...

Holly [0:35:18]: I dealt with, like, a plant delivery service, and that was rough too.

Dave [0:35:22]: So...

Dave [0:35:22]: But but but they're used...

Dave [0:35:23]: Like, I don't care.

Dave [0:35:25]: Help me solve my problem and I don't care if it's a human or an Ai or whatever.

Dave [0:35:30]: I really don't care.

Dave [0:35:31]: Help me do the thing that I wanna do.

Dave [0:35:33]: It's when it's like this endless loop of, like, I don't understand what you're saying.

Dave [0:35:37]: Sorry.

Dave [0:35:37]: We can't help with that.

Dave [0:35:38]: I don't understand what you're saying.

Dave [0:35:39]: Like, just as a consumer, that this isn't even a take on marketing right now.

Dave [0:35:43]: Like, please help me.

Dave [0:35:45]: This is a great comment.

Dave [0:35:47]: Actually.

Dave [0:35:47]: I hadn't thought about calling in the chat.

Dave [0:35:49]: That stories is for example, we've been watching animated movies for years.

Dave [0:35:52]: That's a great take like, I'm not like, yeah, I'm not taking my kids to watch Moan too because it's animated.

Dave [0:35:58]: It's not real people.

Dave [0:35:59]: No.

Dave [0:36:00]: We love it.

Dave [0:36:00]: It's great.

Dave [0:36:01]: It's it's a great movie.

Dave [0:36:02]: Right?

Dave [0:36:02]: Perfect example.

Dave [0:36:03]: I think But but if you're using, like, shitty marketing tactics, and it's not good, and then you do Ai with it, then you're then you got, like, a a video that's, like, not informational, not educational, not specific and it's not funny, useful or entertaining and it's generated by Ai.

Dave [0:36:21]: You're like, right?

Dave [0:36:22]: But if it's funny or if it...

Dave [0:36:24]: All that...

Dave [0:36:24]: You have to, like, back what we're were saying about creativity earlier.

Dave [0:36:27]: It's like, you to check, what is the angle?

Dave [0:36:29]: What's the hook?

Dave [0:36:29]: Why are we doing this?

Dave [0:36:30]: And then, okay.

Dave [0:36:31]: If it's created by Ai versus human and then maybe that is actually not the the differentiator.

Holly [0:36:36]: Yeah.

Holly [0:36:36]: A hundred percent.

Holly [0:36:37]: So how do you kind of see Ai transforming video marketing in the near future?

Holly [0:36:41]: Like, how would you perceive it?

Holly [0:36:43]: And how would you implement it in your own workforce?

Dave [0:36:47]: I would love to be able to basically, I'd love the idea of an Ai Avatar in some form.

Dave [0:36:53]: Like, I'd would love to be able to film a bunch of videos and and record a bunch of things of my own and basically make a one to two minute, like, promo style video.

Dave [0:37:03]: Like, hey.

Dave [0:37:03]: Well, I'm this webinar with, you know Holly at HeyGen, in the Marketing Ai Institute.

Dave [0:37:07]: And if I could write all that and prompt it and come out and it's me, but Ai version of me.

Dave [0:37:11]: Like, if I could use it to scale content because here's another example.

Dave [0:37:15]: Last last Friday, I was supposed to do something.

Dave [0:37:17]: I was supposed to do this video thing, and I was sick, like, real sick.

Dave [0:37:22]: Like, I couldn't speak.

Dave [0:37:22]: My wife was like, you get...

Dave [0:37:23]: I, like, the...

Dave [0:37:24]: Oh, I might just shy my voice.

Dave [0:37:26]: But I was like, you can't go on a call like that.

Dave [0:37:28]: Like, that's a perfect example.

Dave [0:37:31]: Like, if I just sit at my computer, I could write some prompts and work on the copy and write the script and maybe there's, like, a descriptive style type of editor and I'm generating videos that way for for kind of the run of the mill marketing videos.

Dave [0:37:42]: I think that'd be great.

Dave [0:37:43]: I also think like, being able to help me scale as a...

Dave [0:37:46]: This is not even...

Dave [0:37:47]: This is just me as at marketer.

Dave [0:37:48]: Like, I think maybe I'm a marketing sex sometimes I'm a thought leader sometimes, but I'm a I'm a marketer.

Dave [0:37:55]: That's my craft.

Dave [0:37:55]: That's what I like to do.

Dave [0:37:56]: I'd love to be able to make a video and have all of the animation have all the b roll have everything like that, Basically if I can work if I can do all that stuff without having to hire other people that have to know about the lighting and get experts to do all that.

Dave [0:38:08]: If I can sit there at my computer and map out the story board and write the script.

Dave [0:38:12]: Oh my gosh.

Dave [0:38:13]: That's the creative dream for me.

Dave [0:38:15]: I feel that way about video, I feel that way about like, websites and landing pages and any types of offers.

Dave [0:38:19]: So I think that's what's exciting to me about where things are going.

Holly [0:38:24]: Yeah.

Holly [0:38:24]: Definitely.

Holly [0:38:24]: And I have to bring a page in here because look, that's truly a mission.

Holly [0:38:28]: Right?

Holly [0:38:28]: Our mission is to make create a storytelling accessible to everyone.

Holly [0:38:31]: So our Ai video generation platform is really designed for marketers who wants to create professional quality videos on demand.

Holly [0:38:38]: And that's without the typical barriers that you mentioned like, the time, the budget and the resources, even, like, be on camera.

Holly [0:38:44]: And Yeah.

Holly [0:38:45]: Fundamentally believe that Ai video generation will create a new productivity force.

Holly [0:38:51]: To really unlock new forms of video with every business creating a hundred times their videos and they are now, and that's kind of the the goal and what we're truly working towards here.

Dave [0:39:01]: Do...

Dave [0:39:01]: Do people...

Dave [0:39:02]: The like, the people you...

Dave [0:39:03]: Like, can you make, like, a product explain...

Dave [0:39:06]: If I wanna make a product explain her video?

Dave [0:39:07]: Let's just use my business now Five.

Dave [0:39:09]: If I wanted to make an overview video, could I do that completely through H gen or Ai to be able to do that?

Holly [0:39:18]: Yeah.

Holly [0:39:18]: You definitely can.

Holly [0:39:19]: So there are a few ways that you can do it specifically in HeyGen, there are four ways that you can actually create videos with our studio platform.

Holly [0:39:27]: The first way is that you can video...

Holly [0:39:28]: Create videos completely from scratch without a camera production needed.

Holly [0:39:32]: So whether that's, you know, a product explain an over video, you can easily create those in agent.

Holly [0:39:37]: And my favorite part is actually the ability to go back and easily edit the script and video if anything changes last minute, which we all know happens played too often.

Holly [0:39:47]: So your video can always be up to date in a lot of different ways.

Holly [0:39:50]: The second way is that you can turn any written content into a video and just a few clicks.

Holly [0:39:55]: So customers are essentially repurposing what they already have because I'm sure like them, you know, you, Dave and also most of you watching are sitting on a gold mine of content, like, written content.

Holly [0:40:06]: So this could be a landing page walk yes.

Dave [0:40:10]: Well, even just even just, like, just to build on that, a lot of times that for anything that we've created marketing, it almost always starts with writing first.

Holly [0:40:18]: Exactly.

Dave [0:40:19]: Whether it's, like, I'm writing a script, but actually a lot of times, I would kinda...

Dave [0:40:22]: I like this.

Dave [0:40:23]: We used to do this a lot of drift which was just, like, we just would kinda write...

Dave [0:40:27]: We would frame it as, like, an article or a blog post, but it was just kind of like a first person, like, What are we announcing?

Dave [0:40:34]: Well, you know, why is it valuable?

Dave [0:40:36]: Who's it for?

Dave [0:40:37]: Why does it exist?

Dave [0:40:38]: How do you use it?

Dave [0:40:38]: And I'd always love the writing first?

Dave [0:40:40]: And then we would use that as the jumping off point for, like, product marketers would go and make their email and the landing page stuff based on that?

Dave [0:40:47]: The video team would go and write a script based on that?

Dave [0:40:49]: I think I love the framework of, like, writing first and then being able to generate from there.

Holly [0:40:54]: Exactly.

Holly [0:40:54]: And we all...

Holly [0:40:55]: Like, it's just cheaper right into your point.

Holly [0:40:57]: We can actually test to see what's actually working what's not before you actually generate video to then really double down on the message for the story there.

Dave [0:41:04]: Well, I'd rather fail.

Dave [0:41:05]: I I did this.

Dave [0:41:05]: I made this terrible explain video for this company that I was working at.

Dave [0:41:08]: And I spent...

Dave [0:41:09]: I didn't test it.

Dave [0:41:10]: I spent, like, seventy five hundred bucks right out of the gate.

Dave [0:41:12]: It took, like, four weeks to do it.

Dave [0:41:14]: And I...

Dave [0:41:15]: The process was terrible.

Dave [0:41:16]: So I think, like, based on what we talked about earlier, if you believe that you need lots of that bats and lots of reps to do this, I can see how, like, oh, yeah, Okay.

Dave [0:41:25]: Maybe, we need to...

Dave [0:41:26]: Like, how can we make, you know, fifteen twenty fifty to a hundred videos, and really get a sense of the feedback loop without every time I having to be, like, we're filming live.

Dave [0:41:35]: We got a studio.

Dave [0:41:36]: We got this whole setup up, Like, I think it makes a lot of sense.

Holly [0:41:40]: Yeah.

Holly [0:41:40]: For sure.

Holly [0:41:40]: I know I gotta

Dave [0:41:41]: step my game up.

Dave [0:41:42]: I gotta...

Dave [0:41:42]: I made a note.

Dave [0:41:43]: I gotta, like, I need a Ai.

Dave [0:41:44]: I need a I need a Avatar.

Dave [0:41:46]: I need I need Dave Avatar, But, like, with like, a British accent or something.

Holly [0:41:50]: We will fly to you or it will fly you to La to come to a shoot, But, it's fine because we often actually created an avi himself, and we actually fed all of his, like, past keynote, speaking sessions Written books and all that into the knowledge base.

Holly [0:42:04]: So he actually now sends his Ai version himself to a lot of different talks around the world, and he has like a full team dedicated to doing that.

Holly [0:42:11]: So I would love to see you as an avatar and just, like, we'll have these conversations in future.

Holly [0:42:17]: And we'll both do those meeting.

Dave [0:42:20]: I'll come to La, but I need to be six eight and super jacked, and then we can do my Be Avatar.

Holly [0:42:26]: We'll wait we'll make it work.

Dave [0:42:28]: Alright.

Dave [0:42:28]: We got a lot of good...

Dave [0:42:29]: We got a lot of good questions.

Dave [0:42:30]: Yeah.

Holly [0:42:31]: Yes.

Holly [0:42:31]: We do.

Holly [0:42:32]: Before we get to the actual Q A, I just wanna ask you one last question, what's one piece of unfiltered device or challenge?

Holly [0:42:39]: You give to marketers to stay ahead in this very competitive market right now.

Dave [0:42:44]: Push yourself to be an early adopter.

Dave [0:42:46]: I think that there are so few times in life when you haven't...

Dave [0:42:50]: Like, marketing and business and everything just becomes so competitive, and it's like, everything becomes a whole c of same.

Dave [0:42:57]: It's like, we're gonna do marketing, like everybody else.

Dave [0:42:59]: And so I found that I can think of maybe three or four people in my career that at each company that I was at.

Dave [0:43:05]: I think if somebody that I worked with at Hubspot who did an amazing job with this, somebody that I worked with that drift who did an amazing job with this.

Dave [0:43:11]: And somebody on my team now at x Exit Five.

Dave [0:43:14]: There's always kind one person who is willing to be an early adopter and break things and try different things and try all these crazy tools, and that is the one who gets the out size advantage.

Dave [0:43:25]: It's just like being an investor.

Dave [0:43:26]: Right?

Dave [0:43:27]: Investors have to make...

Dave [0:43:28]: You make a hundred bets and, like, one or two of them return the whole fund.

Dave [0:43:31]: I would be right now forcing myself to try to use these tools.

Dave [0:43:36]: The way that I've done it, if I share...

Dave [0:43:38]: I'm not gonna share my screen now, but I have in the bookmarks in the top of my bookmarks here.

Dave [0:43:42]: I have chad Gb, Claude, per complexity, and one other tool, which I...

Dave [0:43:47]: Is a fully disclosure I can't name it.

Dave [0:43:49]: And I put those in my bookmark because every time I open my browser, it's a reminder to me to be like, is there a way I could be using one of those tools to do that.

Dave [0:43:57]: And this is something that we're pushing our team at Exit Five to do.

Dave [0:44:00]: And so I would say, take a bet that this is where the world is going and use this as a time, use this as an opportunity to, like, reinvent yourself, rethink those workflows, question all your assumptions and, like, try to go all in and be an early adopter on a bunch of these tools.

Dave [0:44:15]: Right?

Dave [0:44:15]: Whether it's like you wanna make videos with HeyGen, you wanna be a full stack, you know, landing page, builder or you wanna build awesome creative stuff with, you know, Can or ga or whatever else you're using.

Dave [0:44:26]: I think taking a bet on where the future is going.

Dave [0:44:29]: It'd be like, if you were like, I was thinking about this all the time If you were like, the first person in, like, two thousand and eight to believe in inbound marketing and, like bet company on Hubspot.

Dave [0:44:39]: Like, you probably print did pretty damn well.

Dave [0:44:41]: I think the same is true right now.

Dave [0:44:43]: There are very few opportunities to be an early adopter to move to move fast and oftentimes if you can go first, you can get an advantage.

Dave [0:44:50]: So I would just push you to to really try to use these tools and rethink your work and rethink your workflow and how can you get smarter and do cooler work by being an early adopter of Ai?

Holly [0:44:59]: Awesome.

Holly [0:44:59]: Thanks dave.

Holly [0:45:00]: Allan alexander, or do you wanna come join us for the Q and a?

Speaker_2 [0:45:04]: Hello.

Speaker_2 [0:45:04]: Hello.

Speaker_2 [0:45:04]: Awesome chat.

Speaker_2 [0:45:06]: So far, guys.

Speaker_2 [0:45:06]: Loving it.

Speaker_2 [0:45:07]: So, yeah.

Speaker_2 [0:45:08]: We have some really great stuff in the chat.

Speaker_2 [0:45:12]: I think the first one makes a lot of sense in what you're talking about, earlier, Dave.

Speaker_2 [0:45:18]: So what do you suggest that someone who's wants to push the usage of Ai, but their boss is hesitant to using it.

Dave [0:45:26]: I would just go walk up to your boss at work and just, like, punch them right in the face.

Holly [0:45:32]: I would a little bit differently, but they been get add there.

Dave [0:45:38]: Now I think I think I would I would just push back on that, and I think a lot of times people look, overall humans we don't like change.

Dave [0:45:47]: And so I think I would sit down and try to show the business case of doing this, and I have this conversation with marketing leaders a lot, which is, like, a lot of times they just don't know.

Dave [0:45:58]: They they don't know.

Dave [0:45:59]: And so, you know, as as a leader as a manager.

Dave [0:46:01]: I don't want people just to be like, hey, I should use it.

Dave [0:46:03]: We should use Ai and I'm like, oh, okay.

Dave [0:46:05]: Great.

Dave [0:46:05]: But if someone was, like, hey Dave If you got a minute?

Dave [0:46:08]: Like, can we, in our next one on one, Can I present to you some of my thoughts about, like, how we can be using Ai inside of our business and three reasons why I think we should use it and you thoughtfully present, like, here's what's happening in the world?

Dave [0:46:19]: Here's why this is a huge trend.

Dave [0:46:20]: Here's some areas in our business that are holding us back right now.

Dave [0:46:23]: Here are three ways that we can start to use Ai.

Dave [0:46:25]: Here's how we're gonna do it.

Dave [0:46:27]: Here's how...

Dave [0:46:28]: How much it's gonna cost.

Dave [0:46:29]: Here's why we're gonna do it.

Dave [0:46:30]: Here's how we're gonna measure it, like, sit down and actually and be the leader and share a point of view and and almost present the strategy, and then get the the get the okay to start, share your results, you know, get other people around the team bought.

Dave [0:46:44]: And I think that's right I'd start versus being like, hey, boss I wanna use Ai and they're like, no.

Dave [0:46:47]: Well, it's always gotta be, like, talk about the strategy.

Dave [0:46:50]: I I can't think of a manager boss, company owner board, investor in the world who is like, hey, we wanna use this new thing, call it Ai, call it the Internet, call it whatever you want.

Dave [0:46:59]: Like, we wanna use this new thing to make our business better.

Dave [0:47:02]: Here's how we're gonna do it.

Dave [0:47:03]: Here's how we're gonna measure it, like, what what Boss in the world would say no to that.

Dave [0:47:06]: And if there...

Dave [0:47:07]: If you do all that, and they're still not down to that, then you need to quit your job and go find a company that that believes in some of this stuff.

Dave [0:47:13]: And and now clearly, you've identified this as an important thing to you.

Speaker_2 [0:47:17]: Yeah.

Speaker_2 [0:47:17]: That makes all of sense.

Speaker_2 [0:47:18]: And earlier, I know you mentioned your marketing pen peeve was trying to tie everything to Roi.

Speaker_2 [0:47:25]: Someone asked what would be your biggest video pet peeve.

Speaker_2 [0:47:29]: And Holly, I'm curious serves as well.

Dave [0:47:32]: Holly you go first.

Holly [0:47:34]: Video of pet peeve.

Holly [0:47:35]: I think I've mentioned this a little bit earlier, but when it comes to a video, it's...

Holly [0:47:40]: I think people see this as, like...

Holly [0:47:42]: The shining moment.

Holly [0:47:43]: Right?

Holly [0:47:43]: Because a lot of companies don't have the budget or the resources actually create a lot of videos.

Holly [0:47:47]: So when it comes to the video pet peeve, I think it's more...

Holly [0:47:51]: How do you...

Holly [0:47:52]: It's when companies may get all about them.

Holly [0:47:55]: It's this is what we do.

Holly [0:47:56]: This is how, like, we work, and then they're not really making about the audience and I'm resonating with the audience in that same way, and it's more, like, two day their own horn, in a lot different ways.

Holly [0:48:05]: So probably say that is like peeve when it comes to videos.

Dave [0:48:09]: Dial like seven.

Dave [0:48:10]: I think one of them is just, like, having empathy and being, like, is this video?

Dave [0:48:15]: Like, would I would I watch this video?

Dave [0:48:17]: Like, let's stop making things that are just gonna get lost in the feed and no one's ever gonna...

Dave [0:48:21]: Am I just, like, This guy in our community, Brendan Hu He he calls it, like, a check box marketing.

Dave [0:48:27]: I love that.

Dave [0:48:28]: Like, am I just checking the box to make a video here.

Dave [0:48:30]: I'm I gonna actually make something that someone's gonna stop and stop their school and and watch and pay attention to.

Dave [0:48:36]: That's fine.

Speaker_2 [0:48:38]: Right.

Speaker_2 [0:48:38]: Cool.

Speaker_2 [0:48:39]: One here from Whitney, obviously, Dave, we've been doing this a while now.

Speaker_2 [0:48:44]: So because we can consider video being an older channel now.

Speaker_2 [0:48:47]: So how do you think marketers need to pivot it keep it relevant and fresh and maybe this is a lay up for you because be Mah holly with just half spots, curious cheers your thoughts.

Dave [0:48:59]: I just don't agree with, like, this is like, saying I'm not gonna watch Netflix anymore because, you know, Netflix is old video's old.

Holly [0:49:08]: Yeah.

Holly [0:49:08]: I

Dave [0:49:09]: I think you gotta innovate on the content.

Dave [0:49:11]: You gotta make it interesting and re...

Dave [0:49:12]: Like, it's it's the it's the what?

Dave [0:49:14]: It's the offering.

Dave [0:49:15]: It's, like, the what is the video?

Holly [0:49:18]: Yeah I agree.

Holly [0:49:18]: And I think one of the common themes that everyone's been experiencing in is, like, how Ai search is changing Seo.

Holly [0:49:25]: And from, you know, the small sample set of just, like, my peers we haven't been talked to traditional search traffic from company to company as, probably decrease around, like, ten to twenty percent because of L like complexity in chat, Gb.

Holly [0:49:37]: So when we were brainstorming ways to help supplement for the Seo drop, Youtube was actually a channel that came up because, you know, how do we instead of just creating blog posts and landing pages, how we turn them into videos and put them on Youtube because that is still a really key channel.

Holly [0:49:53]: So that's also something way I would consider as well.

Speaker_2 [0:49:57]: Yeah.

Speaker_2 [0:49:57]: We're we're starting to play around a lot with Youtube and seeing a lot of really great stuff from it.

Speaker_2 [0:50:01]: So you're if someone is just starting to play around with video, what do you think is the first thing they should focus on first?

Holly [0:50:11]: I mean, I honestly think this is, like, just start small.

Holly [0:50:14]: Right?

Holly [0:50:14]: I think this is where you should not shy away from experimenting with various use cases.

Holly [0:50:18]: So you can start by identifying one or two areas where video can make an immediate impact, whether it's like, social media content or streamlining tutorial videos, and that's really where I think Ai can come in a play to help you create videos faster.

Holly [0:50:31]: So you can iterate and test on different channels much, much faster and a much less steep of a cost than traditional production methods.

Holly [0:50:40]: And I think that in itself will allow you to learn the technology, you know, measure the results and just really refine your approach overall.

Holly [0:50:46]: But once you start seeing some success in these initial efforts, then you can expand into other high potential use cases like, product demos, customer support or even add campaigns, but I think it's really important to test out.

Holly [0:50:58]: Different use cases because your audience is very specific to you and your company and your industry.

Holly [0:51:05]: So just because something works for other industries and companies doesn't a me will necessarily work for you.

Holly [0:51:10]: So key is to stay curious and really there.

Speaker_2 [0:51:14]: What are you did?

Dave [0:51:15]: I wouldn't even think about video?

Dave [0:51:16]: I I wouldn't even think about the production yet.

Dave [0:51:18]: I would think about first?

Dave [0:51:19]: Like, what's the hook?

Dave [0:51:21]: What's your angle?

Dave [0:51:21]: What's the niche?

Dave [0:51:22]: Like, what are we Are we just gonna make...

Dave [0:51:24]: What are we making videos about?

Dave [0:51:26]: It's like, my company sells three d...

Dave [0:51:31]: My company makes, you know, three three d printer.

Dave [0:51:33]: So we wanna make videos to promote our three d printers.

Dave [0:51:36]: I'm gonna make a series where, like, I make a grilled cheese sandwich, and I make it five different ways.

Dave [0:51:43]: And every time I do it, we talk about something new and as it relates it as a terrible r.

Dave [0:51:47]: Right?

Dave [0:51:47]: But I think you need to...

Dave [0:51:49]: It's like why you're gonna start a Youtube channel.

Dave [0:51:50]: You you're not just like, I'm just gonna start Youtube, and I'm gonna start making videos.

Dave [0:51:54]: No.

Dave [0:51:54]: What is the thing?

Dave [0:51:56]: And so it's like, Dave and Holly are gonna start...

Dave [0:51:58]: We're gonna Dave Holly are gonna start a weekly video show.

Dave [0:52:01]: It's gonna be super interesting because it's gonna be only three minutes long, we're each gonna ask other three questions about Ai in the future of marketing.

Dave [0:52:08]: But, great.

Dave [0:52:09]: I I love that.

Dave [0:52:11]: You need a concept, You need a hook.

Dave [0:52:12]: You need an angle, then you can go figure out, like, lenses and editing and whether to use HeyGen or not, Like, it's about the...

Dave [0:52:19]: It's about the...

Dave [0:52:20]: What are you what are you gonna create?

Dave [0:52:21]: That's where it all starts for me.

Speaker_2 [0:52:23]: Okay.

Speaker_2 [0:52:23]: Sense.

Speaker_2 [0:52:23]: Another sort of action on a similar wavelength for someone who has a smaller marketing team, and this might kind of bleed into the last question.

Speaker_2 [0:52:32]: Is there any ways that either of you would think to use Ai to sort...

Speaker_2 [0:52:36]: Punch love their weight.

Speaker_2 [0:52:38]: So let's say, you know, they have they have the niche state they know where they're going, but they know that they really wanna go down the the video route is what would you recommend to use Ai,

Holly [0:52:51]: I mean, I think, you know, Hey John will be perfect for this in terms of, like, helping you speed up production and, like, the cycles and really punch above your way there.

Holly [0:52:58]: One of our customers Toronto, Actually uses.

Holly [0:53:01]: They have a very lean marketing team as well.

Holly [0:53:03]: I think their team is less than four people.

Holly [0:53:05]: And they're competing with the big ways.

Holly [0:53:07]: Right?

Holly [0:53:07]: So they're leveraging HeyGen to essentially scale all their video creation process so that they can compete with the big wakes and try to be better when it comes to storytelling and just be more engaging with the content that they're producing.

Holly [0:53:20]: So I think there are definitely ways to use Ai to about way, and it's...

Holly [0:53:24]: A lot of it is...

Holly [0:53:26]: How do you create the best scripts.

Holly [0:53:28]: So using Ai to create compelling stories, and I actually personally use...

Holly [0:53:32]: Chat And per complexity and all that to kind of play around, which is, like, different ideas and see, like, what angles are gonna be the best and resonate the most.

Holly [0:53:41]: But in terms of the production process itself, that can really help free up your teams resources, your budget and all that to help create even more videos than you already have.

Speaker_2 [0:53:52]: Great.

Speaker_2 [0:53:52]: Any thoughts dave from that?

Dave [0:53:55]: No.

Dave [0:53:55]: Re tweet.

Dave [0:53:55]: House great.

Speaker_2 [0:53:57]: Fifteen nice.

Speaker_2 [0:53:57]: Actually, another one for you, Holly.

Speaker_2 [0:54:01]: I think we have time for about one or two more.

Speaker_2 [0:54:03]: Let's say someone is using HeyGen.

Speaker_2 [0:54:06]: What do you suggest is the best way to get people's attention when using an avatar based video, you, within the first few minutes?

Holly [0:54:14]: Oh, I mean, I think a lot of this has to do with storytelling.

Holly [0:54:16]: Right?

Holly [0:54:17]: Just because you use the avatar isn't gonna be compelling for a lot of people.

Holly [0:54:21]: However, I know that if you use an avatar that does not look realistic, that's definitely gonna grab the viewers attention.

Holly [0:54:27]: I actually, personally what I'm on.

Holly [0:54:29]: Just social channels and Youtube when I look at videos.

Holly [0:54:33]: I don't know if this is like, just because of the work that I'm in, but I personally look at them and I say, oh, is this created with Ai.

Holly [0:54:40]: Is this not with there, and I try to guess it.

Holly [0:54:42]: Which is so hard because the technology has gone so good these days.

Holly [0:54:46]: But I would say, like, if start with a story.

Holly [0:54:49]: Right?

Holly [0:54:49]: Like, what are you trying to do with it?

Holly [0:54:50]: You can use avatars for a lot of different videos, whether it's the more face to camera traditional type of webinars, it could be more personalized conversations or outreach and messages.

Holly [0:55:02]: But I think it's more...

Holly [0:55:03]: What do you wanna do with the avatar based video and what is what exactly is your goal with the video itself?

Holly [0:55:10]: Don't know if that actually answers the question, but I would probably start there.

Holly [0:55:13]: I don't know, Dave, if you want, if you have anything else to add there.

Dave [0:55:17]: I mean, I I I would guess that the answer would be it would be the same whether a human based avatar based, whatever or not.

Dave [0:55:24]: It's like, the hook is...

Dave [0:55:25]: I'm not a Youtuber, but I think there's something about, like, the first three seconds or something like that of every video.

Dave [0:55:31]: So I think just think...

Dave [0:55:33]: What what's the hook, Avatar?

Speaker_2 [0:55:35]: Yeah.

Speaker_2 [0:55:35]: That makes sense.

Speaker_2 [0:55:36]: That's all the time we have.

Speaker_2 [0:55:37]: Wanted to thank you both for joining us stay for the Ai marketing lines workshop, so great to have you would definitely hope to have you back.

Speaker_2 [0:55:46]: As a reminder to everyone in the audience, we do have, in the docs tab, just in the top right, some downloadable content from HeyGen, on, video marketing, and you will get a recording of this within the next, twenty four hours to your email.

Speaker_2 [0:56:04]: So if there's anything you wanna recap or, share, you can definitely

Holly [0:56:08]: so Awesome.

Holly [0:56:09]: Well, thank much for having us.

Speaker_2 [0:56:11]: Pleasure.

Speaker_2 [0:56:11]: Thank care, everyone.

Holly [0:56:13]: Hi bye, everyone.

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