How to Maximize Your Impact on Social With Video [Kate Skavish Interview]

Look at your social media analytics, and you will probably notice that those posts that were or included a video component probably performed the best. This should be no surprise as video is perhaps the most powerful form of content that helps to create trust and connections unlike any other content medium.

There is no better person to guide us on how to leverage videos in our social media TODAY than Kate Skavish, co-founder of the video marketing platform Wave.video. Listen in as Kate teaches us how to be relevant by including videos in our marketing content mix and helping us stand out by providing tips on how to make better videos consistently.

Key Highlights

[1:12] The Power of Video

[3:36] Introduction of the guest, Kate Skavish

[5:01] How Kate Started with Video Marketing

[6:43] Leveraging Video Content to Create Trust and Connection to Your Audience
In what way video can help create trust and communicate feelings to your audience?

[11:11] The First Step to Including Video In Your Marketing Strategy
The different approaches on how you can create videos and use them as part of your content strategy.

[14:52] SEO Driven Approach For Videos

[22:41] Wave.video New Features

[27:54] How Can I Make Better Videos Consistently

[30:15] The Best Way To Get Your Audience Hooked In Your Videos

[33:57] Best Practices for YouTube Videos
Kate shared some advice and best practices to apply when doing YouTube videos.

[38:19] The Future for Wave.video

[40:00] Connect with Kate Skavish

Notable Quotes

• Video conveys so much more than just what you say. With video, you are able to communicate your passion, your feelings, and that what tended to create this connection between people, which also creates trust.
• Well, my advice is to start explaining and think about strategy. First, what you want to convey and how you will do it over time, you're not going to end up doing something once and then forgetting about it. Because that doesn't bring results.
• Research your keywords, create content, see what actually trends on YouTube because training is something that where you can utilize your efforts on and then probably see, if you already have written articles, just repurpose them in the form of video
• You have to streamline your video creation process. And that makes it easier for you to produce it on a regular basis.
• Whatever your goal is, for this particular video, you need to tell your viewers directly what you want.
• Under commit and over deliver.

Kate Skavish Links

• Website: https://wave.video 

Learn More:

• Join My Digital First Mastermind: https://nealschaffer.com/membership/
• Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo
• Download My Free Ebooks Here: https://nealschaffer.com/freebies/
• Subscribe to my YouTube Channel: https://youtube.com/nealschaffer
• All My Podcast Show Notes: https://podcast.nealschaffer.com

Transcript

Neal Schaffer: 0:00

How do you make the most impact on social media today? It's a five letter answer. Yes, it's video vi d o. And if you're looking to make more impact on social with video, today's episode of The maximize your social influence podcast is for you. Welcome to the maximize your social influence podcast with Neal Schaffer, where I help marketers, entrepreneurs, and business owners grow their businesses using innovative marketing techniques, leveraging the concept of digital influence throughout digital and social media. Hey, everybody, welcome to episode number 210 210 of the maximize your social influence podcast, video, video video. This is the year of video. We've heard this for like the last decade. But there have been things that happened with my own brand, literally over the last 24 hours. That reminded me of the incredible power of video. The first one and one is related to social one is going to be general digital. But on the social media side, I just did this experiment of simply taking what I would normally post to stories. And on stories, I have 15,400 followers in Instagram, hey, if you're on Instagram, you should be following me right? So I have 15,400 followers. And normally, you know, when I put up a story, I'll get a few 100 views. When I add a video to my profile, I've had some videos that go more viral that get over like 10,000 views. But it's still like in the hundreds, although there are a few that get 1000 or 2000. But yesterday, now I was at the beach. So I got this great video of like the ocean waves. And I found that Under the boardwalk by the drifters. And just you know, hopefully it was a good vibe for those that watched it. But instead of putting it on stories, I put it up on reels. And when I put it up on reels, that story that would normally get a few 100 views, got 2493 views, and it hasn't even been 24 hours. Another example now, you're going to hear me talk a lot more about YouTube, because this has always been a challenge for me. And I'm finally sort of creating my own process of how to hopefully create videos more often that rank higher that actually provide more business value. And I know that if you've struggled with YouTube and just thought of it as a place to sort of how his videos, I want to look at it in a very, very strategic way of how influencers might use YouTube. So this is my first experiment, I put up my first video in six months. I do not have that many subscribers on YouTube, because I really haven't been strategic about it. But right now I have Well, when I put up the video, I had 454 subscribers, and 24 hours since putting up that video, this video now has 364 views, hey, that we're not talking like going viral millions of views. But I'm really impressed with that number just over the last 24 hours. So between reels. And between YouTube, we know that there is something up with video. And if we're not doing it and seeing these results, we got to do more of it or change how we're doing it. And that's why I'm really excited today to have a true expert all about video. Her name is Kate scabbia. She is the CV Oh, in other words, a chief visionary officer and co founder of wave dot video, I think you are really gonna like what we talked about in the message that she provides and also the actionable takeaways that you're going to get after you hearing me sort of probe her with these various questions. So hey, without further ado, let's get to this interview with Kate savage from wave dot video. Hey everybody, Neal Schaffer, again, welcome to another episode of The maximize your social influence podcast. Today, I have a very special guest, we are going to be talking all about video. And I don't know of who else I should bring on to talk about video then Kate Scavo she was the CMO of wave dot video. Hopefully some of you are familiar with the tool. If you're not, you should definitely check it out. You'll hear more about it during this podcast. But it's really a great tool to enable any business, any entrepreneur, anyone, easily create a video and specifically Today we're going to be talking about maximizing your impact on social media with video. So Kate, welcome to the podcast. Thank you, Neil, thank

Kate Skavish: 4:45

you for this nice introduction. I really appreciate it and for introduction of how to be the teacher. Sure, specialized on video on social so hopefully I'll bring some insights which our listeners No appreciate.

Neal Schaffer: 5:01

So Kate, how did you get started? with video marketing? Have you been in this industry for a long time? Is it something recent? Can you tell us a little bit about your background visa video?

Kate Skavish: 5:12

Well, for a long period of time I was in the development and animation at some point in his life live, I have to do some social media for three months while we were waiting for somebody new person to join our company. And I've wanted to post videos, and video bonton very time consuming tasks, which I was surprised why it's so difficult. And four years ago, we started to do something for people like me who want to recreate video, put it on social and do it easily. And I think we keep doing that very well. And helping people to create videos better and faster ever since of this last four years.

Neal Schaffer: 6:03

So are you one of the cofounders gate? Yes. I didn't realize that. Okay, awesome. Okay, perfect. So yeah, so that that sounds about right. I think that for most businesses and people on social media, text, and photos are a lot easier. Audio is hard for some people, but video is always the hardest, probably of those different types of content video being the hardest. But video also being one of the most compelling and valuable types of comp content, you were talking about how video can help create trust and connections that other content types can create? Can you talk a little bit about that?

Kate Skavish: 6:43

First of all, video conveys so much more than just than just what you say, villager, you are able to communicate your passion, your feelings, and that what tended to create this connection between people, which also creates trust, and so on 70% of communication between people comes through other than verbal channels and video actually maximize this part of communication, which communicates feelings, and a lot of our emails are much better transformed through video and through other channels. So that's something that people can definitely take advantage of, as well as demonstrating different parts of their products. And customer testimonials, video customers, memorials also create way more press than just written ones is the harder to remove during it's hard to write,

Neal Schaffer: 7:44

run, I think that videos tap into especially, you know, I'm a Gen X or so. But even younger generations video, whether it's YouTube, or whether it's TV, it is or movies, it is sort of that highest level of entertainment, that we're used to watching that, that seems to drive us more, you know, emotionally. A photo is a single static image a video is a series of static images. And I think you had said that 60 to 70% of communication is nonverbal. And I've seen people say that 90% of communication is nonverbal. So I suppose that when you tap into that, then you're able to tap into that power, right?

Kate Skavish: 8:23

Right. But there is more than that. Our brains are wired to pay attention to anything that moves and lead you are moving that keeps our attention naturally engaged. And that's what also helps to create this trust and past communication. messages.

Neal Schaffer: 8:43

Okay, so we've bought into the power of video. And if you're listening this podcast, you already doing video awesome, right there, there's still a way to use wave dot video, obviously. But if not, some people may say, Well, videos are still like for my business, they're still the future, they're not the present. And I know that you feel strongly that video should be part of your marketing content mix. Today, we're going to talk a little bit about that.

Kate Skavish: 9:05

I believe that we all doing videos right now. And if we are not, we're a little bit behind in our marketing efforts, you can see that a search engine like Google, for example, picks and places videos, above everything, every other form of content in the search results. And that also helps you to understand why it's so important at the moment to do videos. And the other thing, there are some helpful artificial intelligence programs, which helps you to create videos from your content and repurpose your content and stuff like that. So if you already have some content, nothing should stop you from repurposing this content and form of video and provide Google and people that type of content that they want to consume versus that type of content that you have. And I think it's time to actually address your audience. And

Neal Schaffer: 9:59

yeah, and I Think I my own brand is similar to a lot of other businesses and that we've sort of, we've done videos like here and there, maybe like we've had a video interview, or we've repurposed a webinar, but it hasn't been really consistent. I'm a podcaster here about YouTubers. And they have the same approach to YouTube as they do podcasts. And it's a consistent, weekly episode. And obviously, there is a way to utilize videos as a search engine, being the second largest search engine as a new place to get your content exposed. We know in social media, like an Instagram or on LinkedIn, or on Facebook, really, that video seems to be the most preferred tactic or content mode for the algorithms there. So you know, let's say we're all we're all bought into this, and we understand we need a video as part of our marketing mix. What are the next steps that you recommend? Any business take? If they want to start doing this consistently? What will they and I know you have other advice as far as like making videos that sort of stand out and are better than your competitors? But let's start with Okay, I want to get going videos. Where do I start?

Kate Skavish: 11:11

Well, my advice is to start explaining, and think about strategy. First, what you want to convey and how you will do it over time, you're not going to end up with doing something once and then forgetting about it. Because that doesn't bring results. What do you need to do consistently post or use your video over time, and add significant port from them to your content mix. And of course, blaming helps. But again, we all learn by doing. And I suggest that the small steps and status short videos, but produce them consistently. And as you gain your confidence. As you gain your expertise, then you can make videos longer, and you can improve on quality. But right now we are in the stage when many people already pass this beginning. And they're already producing videos. And now they focus on content. So you'd better get on this train now. So you won't be left behind. That's my advice.

Neal Schaffer: 12:14

Yeah. And Kate, I mean, you've been doing this, I mean wave dot video for four years, and you've had tons of clients come your ways, I think you've seen it. But let's, let's take a step back. Let's take baby steps here. So you start with I have a product or a service. And I want to convey, I want to talk about the unique features, the strains, why people use our products. And so you're saying, really, based on that the story brand, the brand story of whatever you're promoting, start there feature by feature advantage by advantage, customer success story by could start to map out short little stories that you can share with your audiences that sort of like the idea that that you were talking about?

Kate Skavish: 12:58

Well, absolutely. But there are different approaches how you can do it.

Neal Schaffer: 13:02

Yeah. So yeah, tell us about the different approaches. That's what I'm interested to hear. Yeah,

Kate Skavish: 13:06

so we all know about customer journey. And customer journey has different steps, you can start doing from first step and advertise people and bring them to the website using power of video brand awareness, promo videos and stuff like that. And you can start with this step and make it the perfect plan. The other thing you can think about educational content, and content that affects purchase decision, and demonstration of the video, and of course, customer testimonials, but then you already described all the customer journey steps. And you can think about each step and how you can start using video on each of the step. More baby steps, just one video at a time.

Neal Schaffer: 13:51

Gotcha. So think of the customer journey, think of the funnel, and try to figure out where what types of videos on what topics would fit well on there, I'm taking a very, very different approach. So and I'm going to ask you, so I'm starting to take an approach. I'm still in the planning stages, where I see a YouTube channel like a blog. And I am a big proponent of doing keyword research, and letting that decide on what specific blog topics relating to my expertise that I want to talk about. So I'm trying to apply that to YouTube. And I have a concept called a library of content. So find keywords related to your business, if you can find 52 keywords that you can target that's 52 blog posts, that's a weekly editorial calendar. So I'm trying to do the same approach for YouTube, right. And I know that there are tools like vid IQ, like to buddy, and maybe there are others you can talk about that will allow me to do that sort of keyword research, specifically for YouTube, right? Because people are looking for a lot of like how to videos on YouTube versus that Google search. So do you have clients that also take that same SEO driven approach? And if so, what would your recommendations be? Well, it's

Kate Skavish: 14:58

literally First of all, it's through different search wolves, yes, on web and on YouTube. So you need to check your keywords first. And I absolutely agree with you, I will use h refs for the Samsung, which helps you to check because it's product which is on market for a long period of time. And the results are great.

Neal Schaffer: 15:18

Same approach. Yeah, does h refs provide YouTube specific? Yes, keywords it, okay.

Kate Skavish: 15:25

And that's what I would recommend you use as your step in your strategy, research your keywords, create content, see what, what actually trends in on YouTube, because training is something that where you can utilize your efforts on and then probably see, if you already have written articles, just repurpose them in the form of video, do video summary, add something extra stuff like that Samsung dish comes easy, since he already made research and you have this article, if you see as well as the traffic on YouTube. But the type of content it's bringing, that's probably your best tactics to get results quickly and to capitalize on them.

Neal Schaffer: 16:05

Okay, so just like we want to get easy wins for our clients to get them convinced to work with us. We want to create an easy win for ourselves by getting content out there under you to getting the video out there. So if we have blog content, we can repurpose that. And I believe then now this gets more into your tool on how to utilize it that there are two main ways of repurpose in it one could be of us talking, let's say the 10 tips to maximizing YouTube, SEO, keyword research, whatever it is, right. And so so there are 10 different tips, right? So one is I could talk, I could record a video of myself talking, I can add an intro outro little video like, you know, like you have an intro outro jingle to a podcast. And while I'm talking, I can somehow use an editor like wave dot video to for every point it could like, you know, pop up these these keywords or titles. So that's that's one approach. The other approach is to do it, I believe what you're also offers is like stock video. So while people look at stock video, they'll see the information coming on the screen. Am I correct in this assumption, those are the two main types or are there other types. And then I want to ask you which of these you see more of a you think is more effective or your advice on.

Kate Skavish: 17:17

First of all, a believes there is a third type of mixing both options together. So while you're talking, you can show some of the stock videos or some other visuals at the same time pointing to them and saying something some of your video could because you're talking if you're not comfortable, you can replace it with visuals. But the thing is that people found probably to your YouTube channel to learn about something and union to provide learning in the form that easy for them to consume. If it's a summary of your blog post than it is, if it's tips, you need to give a little bit more than just listen them if it's on YouTube, but if it's on other social platforms like Facebook, let's say or Instagram or Pinterest, probably you will be fine. This just have a hook about what your article or your YouTube video will be about. And that would be enough to bring your clients from that platform to your place where you actually customize, customize monetize your content, right? Be it YouTube, on your website, whatever is part of your funnel.

Neal Schaffer: 18:23

What you got me thinking there when you said there's that third type. So just like, if I had a blog post with these 10 tips, I might have a screenshot for each one of those tips. Or I might have a stock photo. So I can also pan to a stock video. Or if I'm talking about a tool, I can actually show like a screenshot or me now you know logging into the platform and showing them around. So it now. Okay, so that leads me to the next question. I know that wave dot video makes it very easy to do that. But still, if you're not experienced in it, it's still quite hard. Do you find that a lot even though your tool makes it easy? Do you find a lot of businesses are still hiring video editors to use your tool to make that happen for them? Or are they taking your tutorials? Are they are they figuring out a way to do it themselves?

Kate Skavish: 19:13

A lot of people have someone on the team who does it for them. And I know some people who are like ninjas, they can make video in five minutes, I'm sure yeah, and yeah, 20 videos in an hour. And I was like, wow, I cannot do it. I'm not as fast. Usually there are people who like this any activity, right? Who does certain things, people who do certain things better. And usually this is the person forgets the type of work and delegated to this

Neal Schaffer: 19:43

wave dot video offer like a marketplace or a recommended experts or do you have that component yet like a community where it's like, Hey, if you're looking for people proficient out the tool to help you create videos go here.

Kate Skavish: 19:56

We don't offer it but we have very, very active Facebook group. And if you express your need for that type of work, a lot of people will jump on you and help you to make your content.

Neal Schaffer: 20:10

It's funny, I did a clubhouse, I do clubhouse rooms every Monday at 9am Pacific. And so today I was talking about finding someone helped me create lead magnets. And it's just the amount of time that I could spend trying to do it and creating a template in Canva. or paying a little bit of money to have someone it allows me to scale right. And I think video, you know, when I talk to my clients, video is always the most resource intensive, it will take, it will, on average, it will take the most time. That's still my feeling. And then there's still sort of this, even though your technology makes it easy. There's still some learning, there's still you know, this this minimal infrastructure that you need. So I think that's really powerful to know that we can go into your group, and what is the name of your group on Facebook, maybe the video community, we've got video coming, Okay, I'm gonna check that out. Do we have to be a subscriber to get in? Okay, so everybody listening, if you're thinking about implementing what Kate is talking about, go to the wave dot video coming on Facebook. And we'll put a link to this in the show notes. And yeah, I might just try to experiment with that, because I'd love to do what you're talking about. But I just don't have the dedicated time to fit it into my schedule. But if I can work with someone who says, Neil, provide me your 10 talking points, what images you would use for each one, like what type of then in in two days, I can create a five minute video for you. Boom. And then I can put out a few videos and look the analytics and see what's working, what's not and go from there that you pointed your finger? I mean, people on the podcast get to see me. Did I hit on something right there? Okay.

Kate Skavish: 21:37

Yeah, you are on Samsung, actually, we just oops ago, we added another feature, which is called storyboard for now, man, in fact, you can pass link to your blog, and then our artificial intelligence will create video for you, it's already will pick different visual and text from your article. And you will have some sort of draft, which will make it easier to work for you. But it's just the beginning. In future, you can choose your brand, you can choose the way it will be in place, how it will be arranged in terms of making it even more beautiful, and so on so forth. So we are working on it, it's timing and you move weeks, I really believe we can nail it based on feedback people give us and based on what

Neal Schaffer: 22:25

I've heard about those tools. So I suppose from a technology perspective, and I'm gonna get a little geeky, here, you're taking the h1 title, and that becomes the title of the video. And then you're working your way through all the H twos and H threes, and they all have dedicated, I'm assuming that's how the two would work. Correct.

Kate Skavish: 22:41

That's what it does. And you're sexually understand that very deeply, already. But what else we doing we do the summer, use some neuron algorithms to analyze what's happening in the article itself. And then they give you suggestions, not only based on the size of the checks, let's say Right, right, but based on a meaning of the text and different key words and what is actually delivered in this text. And you also will have we just published it. And in the future, you will have an option what you want to create hook or helican people to your website from different social platforms, or you want to have a summary which you will place on YouTube. And it could be from 20 minutes when it's the hook for Instagram, to 10 minutes video when you want summary or YouTube. So there will be like two different options for you. And you can let artificial intelligence know what the what the intention for this video so it will serve you better. That's really exciting.

Neal Schaffer: 23:43

I mean, we've seen for those of you that are listening that are in the SEO world maybe haven't talked me about here, we talked about this tool before, but there's a tool called phrase that I'm in love with. And there are other tools like it that arduin artificial intelligence with natural language processing, and looking at top search results for keywords, and basically saying, hey, if you want to rank for these keywords, you need to make sure that you include these topics that Google is basically saying this is what people want, because those posts are ranking higher. You want to make sure you have these, I think it's exciting that you have your own way of applying. I don't know if it's at that level yet, but you have your own way of applying AI to video creation based on blog content, I think it just makes it that much easier for content creators to get those videos out there. I love and I was gonna ask you a good YouTube video and a good Instagram video, especially if the Instagram video is just the hook. These are two different things. So the AI then well if you just want to create the hook, it'll create a shorter version. It'll be in a square format I assume and something about it will be more Instagram Abul I'm assuming Is that how it works as well? Yes, it

Kate Skavish: 24:49

definitely will support the format of this platform. Like if you place it on Instagram definitely it should look like video on Instagram right? So like comfortable with it. If it's Video for YouTube. It's a different format. Of course, it's a different format, not only in terms of horizontal size, but it also different format in terms of what kind of city you're putting the end, because you don't want to bring people elsewhere. Probably you want them to watch another video of your channel and another and another. And you don't have to have coke on YouTube, you want to actually provide value to your viewers right and teach them something, and they trust and you have time for that on YouTube. Unlike on Instagram, you need to do something quickly.

Neal Schaffer: 25:31

You got to be quick. Yeah. Okay. So once you know what is the name of that feature, and then when when in your roadmap, you estimate you'll be releasing that

Kate Skavish: 25:41

it's already you can play it as it when you start your video, you say new video, and then you have an option, you can start this blog post, which means you just will be asked to paste the link. Or you can just copy paste part of text and text.

Neal Schaffer: 25:58

That's awesome. Perfect. Okay, so that's once again, for those of you that are just tuning in, that's wave dot video. And is there a free trial that you offer?

Kate Skavish: 26:08

Absolutely, there is free trial, you can create video, but you have to post it on social, you may not download it. That's the cage.

Neal Schaffer: 26:17

Okay, so you can't post it on YouTube, either than just social, you can post it on YouTube. Okay, but you can't download it. Interesting, right? And is it like a 30 day trial or a seven day or

Kate Skavish: 26:28

it's a free subscription limited, actually, you cannot make 10 minutes video rate limitation, you can try how it works. But if you actually want and you can have this video on our platform, because we host videos, and you can keep it on our platform and have a call to action, you can have a landing page with that video. But if you want to download and use it on your website, then you have to be paying planned. Gotcha. Okay,

Neal Schaffer: 26:55

well, that's great advice, everyone listening, if you just are trying to figure out a way to get started, if you have a blog post, you can create a video, I think that's, that's, that's very encouraging. Obviously, the AI can only do so much if there's a certain look and feel you may want to replace the videos or the fonts or, or what have you, but at least it gives you a palette, if you're an artist to work off of right, the watercolors are all there, you know, the canvas is there. And it's already sort of giving you an outline, and what you do with that it's up to you, that's where the art comes in. But that's really encouraging to know. So let's move forward now. So we've done a few of these videos, and we're competing against all the other content creators out there similar to Instagram, where you're competing against, like photographers that do this for a living, right? Or fashion models who do this for a living? If, if you're doing fashion, what have you. So how do you make better videos consistently? So now we're moving up the food chain, and we're at that next level? What would be your recommendation?

Kate Skavish: 27:54

First of all, you have to streamline your video creation process. And that makes it easier for you to produce it on a regular base. And then I'm mentioned this in one in the process, I'm saying that you have to think about what is your beginning? What is your engine, and what is planned for this middle part when you actually deliver the value. If you read intro, video, Vidya and reuse them just by changing the title of next talk or next video, it's already a big part of your work done for you, right, because you already know how you how you're going to start, what you're going to start with, and probably even some people like to see something familiar. So if you have some phrase that you say in the beginning of your video, like for example, you said maximize your impact on social here I am some stuff like that people listen, they know there is some some familiar, it's comforting, very rigid to move on and listen to actually new piece of digital that you're going to share with them. And again, knowing how you're going to end this video. Having your report also makes it much more convenient for you to continue this cycle. And it wasn't middle part you have to create this structure which we talked about a strategy to keywords or whatever. Right? Yeah.

Neal Schaffer: 29:18

Yeah. And I've found so I went on to Fiverr fi ve RR and I did look for you know, YouTube intro outro and I think I don't know for like $20 I got this really good looking into it. It's a it's a few seconds in show. It's a few seconds. Outro but it gives, it begins this process of saying okay, whatever video I put in, I have a branded intro outro. And what I've been in case, maybe you can talk about this, what I've been hearing more and more is that people really tune in or out in the first few seconds, or maybe the first 30 seconds. So with my podcast episodes, I've started doing a teaser. Like before I do my intro music like normal podcasts do. And I want to give a shout out to a content TEDx because they were the first one Once I did that I heard about it. I'm sort of copying them. But I will give a teaser as to what the episode is about hoping that people will actually continue to tune in. So would you recommend a similar approach for a YouTube video where that first 30 seconds how, what is the best way that you found to get people hooked in to wanting to see the remainder of the video?

Kate Skavish: 30:21

So of this, YouTube, it's a little bit more tricky, because you're not only have to bring their attention, you have to keep their attention to vary. And if you want the best results, right,

Neal Schaffer: 30:30

right,

Kate Skavish: 30:30

I'm telling you to protect it. So just seven seconds, that would so there are like three steps. First of all, you have to have certain thumbnail. So people even start looking at it in search results.

Neal Schaffer: 30:45

Yeah.

Kate Skavish: 30:46

So that sort of throw rotten mail is essential. That's how people start looking at your content, then you have seven seconds to grab their attention. And to pull them into watching your video. Probably in those seven seconds, you give a little bit of a preview of what's going to happen. And remind them to stay until the very end, the most important part will be announced and the end of the video, stuff like that. So people have some tricks, how to make sure people stay till the end of the video. But of course, if you have terrific content, that shouldn't be a problem, right? But the tendency on Facebook right now is quality over quantity. If you provide quality content that that's great, but still you need to do it consistently.

Neal Schaffer: 31:37

Right? So I suppose, where in a blog post or even in a podcast, you may be a little bit slower getting to what exactly what value you can offer. with YouTube, it's critical that in those first few seconds, you're very clear as to what value you're going to offer. And I think that's what differentiates video than than other formats or YouTube than other channels where you know that people are gonna stick around and listen to the end of the intro. But on YouTube that may not be the case is that that's basically just what you're saying.

Kate Skavish: 32:12

But always watch until the end of intro, but the video itself, you will get a preview. If you think about an analogy with the Google some articles give you like overview of what will be in this article. And you can click on any part and skip first, your sentences if you know that you're already familiar with this type of stuff. But you're mostly interested in Samson boutons Road, same tactics work with YouTube, you may announce what you're going to talk about today. For example, I'm talking today about three things. video, or photo, it's great, because you need to do it consistently. And what is it so I'll tell you later, right. And that kind of brings people into watching your media, because you explain what kind of value you provide. And you going to provide it throughout this video. So they understand the need to wash and to vary and if they want all of it. Awesome. So that's, that's really great advice. I've

Neal Schaffer: 33:12

found, I've heard a lot of similar advice. It is something that if you're if you don't know what you're doing, you may completely not do that and really miss out on the potential right? And then you wonder why people don't stick around with something and my content is like no, he you got to start strong on any content medium. That's where you need to start the strongest. So thanks for that advice. Any other you also mentioned the workflow, you know, you haven't you have an intro outro you have a teaser? And then you have the main content and the main content, is it going to be the funnel, the customer journey strategy? Is it going to be the SEO strategy? Is it going to be a combination, but obviously you need to have that topic. Are there any other you know, any other words of wisdom, just picking out the success of your customers use wave video of any other best practices that you can recommend specifically for YouTube

Kate Skavish: 33:57

or YouTube specifically, in the end, you have to tell your customers or your viewers what you want them to do. Don't make them guess because they might not think don't make them because they can think about something else, not what you want. If you want them to subscribe to this channel, tell them if you want them click on the links below. Tell them if you want them like your video, or maybe you want combination of all of it. Just tell them what you want them to do. So supposedly they watch the video. They love it. What do you want them to do? watch another video. Okay, okay, they probably fine and so call to actions and is something that you must have and must think through as a part of your content strategy. What do you want to do next? Because that's the question. YouTube also will ask you what your customer is doing next. They like you, they watch another video of you. And

Neal Schaffer: 34:48

so this is where I'm assuming that while you can use your tool to sort of post visuals at the end of your video. This is where you probably go into YouTube Creator Studio and You, you attach links, or subscribe buttons or what have you correct. So at some point, you need to go in there and do that, if you really want to make the most use of YouTube. And that's something a tool cannot do for you correct.

Kate Skavish: 35:10

Of course, we cannot put link on the video itself because the format doesn't allow it it but in your video, you can still have this button saying, subscribe now, and bottom could point on the place where you subscribe to the channel when you like it when you comment. So that's something you need to do in in the video itself, because the platform just gives you ability to insert link, where you can go on the click, but if you want something else people to do first visit like your video, or I don't know moment or tell your friend share it, whatever your goal is, for this particular video, you need to tell your viewers directly what you want.

Neal Schaffer: 35:52

And I'm assuming that adding those those visual buttons, that's something we can do in wave dot video to like pointing down at a URL address or whatever it might be.

Kate Skavish: 36:00

Gotcha button, subscribe, or not only telling them but showing them what exactly you meant. Mm hmm.

Neal Schaffer: 36:08

Okay. As always, I think you've offered a lot of great advice, especially for those that are newer, like myself to YouTube and video marketing. I'm curious. I've been talking a lot about the value of content that lives longer. And I know that I have a YouTube video from like, 2013, that still gets tons of views, and I think a lot of YouTubers have and when you do search results, you see older content. Whereas if you're just putting it on Instagram, or Facebook or even a LinkedIn, the life of that content is still very short. Right? So I'm assuming that you would agree with that, that if you're going to get into video first, approach YouTube and repurpose that for social media rather than thinking of doing it the other way around.

Kate Skavish: 36:53

Absolutely, if you're ready to create longer videos for YouTube, that's should be in ahead of your video strategy. And then creating teasers, as you said before yourself or promotional videos for this longer pieces of content is very important, because they still want about more than half percent percent of your time going going not into creating content, but distribution.

Neal Schaffer: 37:18

And yeah, you know, 20% creation, 80% promotion, right? Right. Like anything else.

Kate Skavish: 37:25

numbers, but that's exactly what I seen at the morning, and after you created this video and spend so much time on and you're trying to promote it everywhere. And that's where you create pieces that some hooks out of your existing videos and trying to bring as many people as possible from every, you know, platform your own, into this place where they can watch the whole video.

Neal Schaffer: 37:50

Okay, any just final question here? Where do you see the future of this going, you know, being with with wave dot video and serving customers and adding more and more features? What should we be on the lookout for over the next year or two? Any advice for you know where you see this going? And and obviously, you've told us all that what we need to do and why we need to do it. But is there anything more that you can tell us that will provide further, you know, evidence or actions that we should be taking?

Kate Skavish: 38:19

What actions start doing video right now? make them better? That's clear action. We have something brewing in platform, which I'm not going to tell you about. But it will be for everybody else to try and to play this in about beginning of summer. Okay, not beginning of summer, probably more like beginning of fall. In the summer, it will be for us for the team. And I'm super excited about it. But I'm not gonna tell you what it is. If you check out blood from today, I think there are plenty of stuff to explore. But if you stay with us for next three or six months, there will be more pleasant surprises for you to enjoy and pay less interest. Now. Again, if you're doing personal videos, we have auto captions and you can make them in style. They really preaches our platform so you can play with it. See if you like something today, but check us every like six months, we always add new stuff

Neal Schaffer: 39:22

under commit and over deliver. Love it. That's my motto as well. Awesome. Well, Caden, thank you so much. And just one final thing. I should have asked this earlier, but I'm assuming that most people record videos then uploaded to wave dot video to process Do you also have a video recording feature? We can go into your platform and record ourselves speaking right in your tool.

Kate Skavish: 39:44

We think about supporting it, let's say on our priority at the moment because yes, people are doing it elsewhere. Sure, bad. Again, majority of our customers mix and match these recordings with what we have on our platform. That's how people

Neal Schaffer: 40:00

Yeah, as a mixing replace, that makes a lot of sense. Kay, thank you so much just final where people can find out more about wave dot video and about where they can follow you on social media as well,

Kate Skavish: 40:10

for me, probably the best place for LinkedIn, follow me LinkedIn slash cabbage, or visit our platform with that video or community. If you're on Facebook, if you're active there with the video community on wave dot video, that's the best places.

Neal Schaffer: 40:27

Well, there you go, we'll put all those in the shownotes thank you so much for offering so much wisdom to the audience. I know that I really appreciate it because this is my year where I really want to do more with YouTube. So this couldn't have come at a better time. And I'm looking forward to dive deeper into wave dot video myself. Thank you for having me. It was my pleasure. All right. I hope you enjoyed that interview. Isn't Kate awesome, just really knowledgeable, but really open and willing to share everything about video and video marketing what she's seen over the last few years. So definitely, if you're looking for a video creation tool, definitely pop over to wave we'll have a link in the show notes to make it easy for you to find it. And once again, thank you for listening, I am looking at actually having more providers of technology on this podcast interview because I think they offer a lot of actionable takeaways because they serve clients, they develop this technology to serve clients. And they have a lot of stories and a lot of advice that they have learned along the way that they can provide you. So be on the lookout for more episodes like this. I also want to let you know, if you are looking for support for your digital marketing. I just want to remind you, and I'm going to keep reminding you because I think this is going to offer you a lot of value of my digital first group coaching membership community, you may be spending a lot of time looking for blog posts and videos of how to learn things, you might have paid a lot of money for various courses. This is an ongoing community to support you where I am personally doing weekly group coaching calls with you, to make you accountable to teach you but also a great community of really, really smart individuals who are doers. And we're all helping each other out. In the first month. I just launched this in April 1, we already have a gentleman who launched a podcast from scratch. And he's already getting well what I think are really good numbers for a first time. So it's all doable. It's actionable. I hope you'll check it out digital first group coaching membership community, you can go to Neal schaffer.com slash membership. Or check it out with the link in the description or the show notes for this podcast. I want to thank you for sticking around. Like I said, make sure you hit subscribe. I really appreciate every review that comes in it means the world to me, it keeps me going. And wherever you are in the world, make it a great and I know we're opening up a little but it's not everywhere in the world. Some countries are in their worst of the pandemic that they've been in. So let's continue to be careful and have a great virtual social day. Bye Bye everybody. And sale nada