– So welcome everybody. And Paul, let’s start with a very obvious question. Why do we need to build a brand, if you’re a business or indeed an individual, what’s the important thing about building a brand? Why should we do that?
– So very simply what you want to do is you want to associate you, your brand, or your business brand with your area of expertise and the values that you work really hard to attain. And then over time you build your credibility your authority and your authenticity. So you stand out from the crowd because it’s your story. And how do you do that? Well define your niche, find your audience, who are they? How are you going to communicate with them? And then people buy from people, that old phrase, Ruth, and it really is still kind of Steve Jobs and Apple and all this. Even for big technological companies, even more so maybe. So somebody, either you or somebody in your business has to become the recognizable face of your brand so that people can start to build this relationship with your brand online. And I just want to say not an intern. It has to be somebody who is really involved in the mission and vision of your business.
– Right, okay. So what is the value that you would attach to building a brand with video?
– So I’m going to talk about three main areas. So the first one is simply it builds awareness. So you grow your audience, you grow your followers, but more importantly, you grow the followers in your target audience. The people you’re trying to speak to to sell your product or service. Secondly, it nurtures prospects online. So you say top of mind with them. And like, I’ve just recently, I had to do a consultation, as video consultation for a property buyer. So I was going to help her improve her videos and the videos she put online and the way she did them. So she’d been following a lot of my content on LinkedIn for awhile, and we communicated via email. And our consultation was like this via on video. And when, when we started the call she actually remarked it was like she knew me already. So there was real evidence that video creates a great impression, or starts to create an impression of you for your customers even before you speak to them. And the third thing that is really important is that video it shortens your sales cycles. So if you’re a B2B company and you have a high CLV or customer lifetime value they’re not going to make a decision in half an hour. There’s this seven hour rule they talk about where there’s meetings and calls and connections. Well, video shortens this because content and particularly video content, because you’re putting this content online, you’re building your authority and trust with these prospects. You might be even answering some questions that they have about your product or service. And also they’re getting a good impression of you. They’re starting to say, oh, I could do business with this person, so you’re actually talking about we want to do business with people we like as such. So they’re the three areas about why the value of content, but there’s one caveat, Ruth. So I like to say when you think about it, it’s not the Google ads. It’s not like you pay for your Google ads you get your clicks, you get, you get your feedback, it’s more like your SEO. Where you do you do your work on your website. You spend ages at it, and then slowly over time you see the results come in and content is like this. If you put video one week don’t expect the doors just to open the next week. It’s something that builds over time.
– Okay, right. And is it true that video is the most powerful way to communicate your message to your audience?
– So it is, right. And I’m just going to give you a few stats, first of all. So Wistia, who are one of the world’s biggest business video hosting companies, they just released their 2021 reports. And in 2019, there was over six billion, that’s billion minutes of video watched on Wistia, and its business video, it’s not cat and dog videos, it’s business video. In 2020, it was over 12 billion. It nearly doubled. So there’s a huge amount of video being watched. So that’s a fact. So as well, this is from Insignia. And they did a study on if you have a message and you put it in a video, people will remember about 95% of the message. If it’s text only, they might remember only 10%. So really gets your message across. And finally, and this is from HubSpot. If you posted a video post, it’ll get 48% more views. So you just get more engagement. So they’re the numbers. And also it accelerates connection and building relationships are online. So, I often talk to a new prospects and they might mention that they liked a video, it struck a chord with them, our series of videos that I did, they liked it. And that just shows to me that the power of video and the power of building connections with it.
– It’s also true, sorry to interrupt you there. But does it shorten that route between when somebody first comes across you online and starts building up that rapport with you to the point where they actually decide to become a customer? Is that that journey from initial introduction to actual becoming a customer, is that shortened through the use of video? I haven’t got actual stats for that, but subjectively I do think so, because with your content, you’re thinking about your target audience and you’re thinking of the questions they have and how you can help them. So you’re making yourself a total leader or you’re making yourself an expert in their eyes. So you can see them coming to you quicker from my experience. And just to finish off as regard to the power of video, Ruth. So 2020 was the year of long form video. So like what we’re doing now, those a webinars loads and loads of long sort of videos recorded. So a lot of companies have generated a lot of content. So with this content, you can actually cut that content up into nice bite sized pieces for use on your social media. So you can really repurpose video. And for myself, I’ve had longer videos, maybe up to two and a half minutes where there was I had maybe five points in it, now the video got good interaction but then afterwards I cut it up into what I call micro content of like 10 to 30 seconds. When I put this online I was nearly getting the same reaction from the five piece of the video as I did from the one video. And I think we have a clip of this, actually. Sorry, we missed that, but hey, it was only 10 seconds long. But it was actually, it was a point on keeping your content short, actually. So it’s 10 seconds. But so what I found with that as well is that so I released it once and then like four or five months later, I released the five snippets. I got great feedback. And then six or eight months later because it was good content. I released it again. I got engagement but also I got conversations going with my ideal clients. So I’m not talking about putting out the same content all the time, but it does it does work sometimes to actually if you have good content, to release it again.
– Wow. So let’s go to the real nuts and bolts of it, Paul, how do you start creating content? If you are a business or or you want to build your individual brand, how do you go about finding the stuff that you should be talking about?
– So the first thing to do is not to post, okay. So get clear about that. Don’t go crazy posting. The first thing to get clear is about your ideal client and their profile. If there’s a few different areas or audiences that you want to speak to create a number of ideal client profiles. And with the ideal client profiles you’re talking about who they are, what interests them, what are their fears and frustrations? What are their goals about is stopping you attaining those goals and then think about your business and how you can help them. And more importantly, your content, and how you can create content that will help them, interest them, or solve a problem for them. And I think as well when you start off creating your content, we have to get away from this idea of selling on social media. Because we’re trying to set ourselves up as a resource for our target audience. So I would say very little selling itself on social media.
– So in other words, you’re there to just build awareness of your product or your service and just keep your business in the upper most minds of the audience. Is that right?
– Absolutely. Yeah. And what I would say is that you should break that down probably into three main areas. So the first area is, as we were talking about there, expertise, so like for myself, and for everybody else, you’re setting yourself up as a thought leader in your area and you’re answering specific questions that you think your ideal client profile has, you’re giving your opinions on trends in the industry. And you’re becoming a resource for your audience. Like for example, something that I put content out a good bit is about video and storytelling and how to use that in your content. And that gets good reaction from my audience. So that’s the first thing, expertise. And the second is credibility, and this is probably not so much, but you’re showing some of the work you’ve done, maybe client testimonials and case studies. And when you’re putting this online I always find it’s great to tag in my customers. And hopefully you get some nice comments there as well, and this is great for your audience to see. And also it’s more exposure for your customers. So you have expertise and credibility, and finally, a bit more of a tricky area is rapport. Nobody really wants to do it, we’re on business channels. So rapport is we’re building a bit more trust, and we’re kind of fleshing out who we are. And I suppose, where we’re just building a bit more relationship with our online community. So it is quite tricky. I think I’ve got a video there that myself, I put up last a few weeks ago, it’s myself and my wife. We did a video about three or four minutes on that. It was talking about, the last year, both of us working from home, how we got on with it, moving offices and all that kind of stuff. I dunno if you have it there. I think maybe the sound isn’t coming through there. My apologies about that. That’s all right. I can give you the gist anyway.
– Tell us roughly what you were talking about.
– So the idea came up because I was thinking a bit more about rapport. But also I work from home and I have my own office and I worked from home a lot. I go out and shoots, but Michelle worked for multinationals. And so this year she went totally remote. And so we worked from home, we shared an office for a while, and then now Michelle has her office upstairs. But we also talked about how we we ended our day together, finished work, left the office, which was great, right? The feedback on when we released it was great because it obviously struck a chord with a lot of couples because they had gone through the exact same thing. And there was a big conversation, there was like 28 comments. There was 40 interactions. We had over 900 views, which is good for me. So it was a really successful piece of content. And so, yeah. That’s the run down on it.
– So that brings the question to mind, really, how much of your personal life should you share in your business, in the context of your business, how much is too much, how much is too little, because you were talking about building rapport and showing people who you are as a person and what makes you tick really as a person. But there’s a fine line between showing people who you are behind the scenes to a certain degree, as you did, and overstepping the mark and oversharing, which it’s something that we don’t really want to be doing. So how do you find that balance, Paul.
– That’s a fantastic question, and a question that a lot of clients ask as well. So it’s so subjective. So you got to think what type of person are you? Number one. And then what kind of brand do you have? What kind of business do you have? Who are your audience? So all of those things come into play. I’m not advocating for anybody to go crazy YouTube on us. And jumping around the place, and say it’s this and all that, which the YouTuber’s started this. Like, that’s why we’re sharing more with our videos because it’s come from YouTube. They start to go live. But what I would say is don’t do something that makes you feel uncomfortable, straight up because it’ll come come across as uncomfortable. So only do things that you’re comfortable with. What I tend to do is share things that in some way relates to my business or my business persona. So for example before this lockdowns and all that, I used to do one-to-one business meetings. And at the end, I would do a little video on my phone that I would share, and this would be off the cuff. Just me, and the person that had met talking, now that switched to when we do our Zoom calls I record the end of it sometimes. And I put them online. It gets great feedback and it’s more off the cuff, and it shows a bit of personality. Also at like for example, sometimes on my runs, I take a photo. And I just post about and say healthy body, healthy mind, a work-life balance. So again, there’s a relationship to my business there. I do post about my dogs very occasionally. So I’m not a serial dog picture poster, but because there are a lot of dog lovers out there and you know, it’s part of me as well. And also like from your area. So like I’m in the creative area. So I do share on like video techniques or film techniques or some arts piece that I really like, again because I am the creative face and it’s showing what I’m thinking about and what I’m seeing. So that that’d be what I do. So I think it’s very subjective and I would start small and not thinking you have to talk about what you did yesterday and get into that kind of detail to begin with. ‘Cause you’ll find your level. And just before we go onto the next part, a new trend that’s happening on LinkedIn is kind of professional content producers who are now being very entertaining the way they get their messages across. So there’s a bit of comedy in it, or they’re just being outright entertaining. This has obviously come from TikTok and from YouTube and channels like that. But it is coming into the likes of LinkedIn and more business orientated platforms. And I’m not suggesting that any of us do it, but you know it’s something that you will notice and can build over time. And if you have that comedy gene, you could give it a go, give it a go, but it is something that’s happening.
– Something that I wanted to refer back to that you mentioned earlier, which I think is a really important point, when you’re doing videos or when you’re getting your marketing message out there, you mentioned stories and the use of stories. And I think this is a hugely important aspect, because it’s through storytelling that people remember they remember you, they remember your service they remember your company. So talk to us a little bit about how you incorporate a story, whether it’s your story or the story of how you built your business or where you started from how do you really find the stories to start with and then incorporate them into your videos, Paul?
– So we could actually do an hour long talk on this subject. So with story, so first of all, a stat. This is from Jennifer Aker. She is a professor in Stanford School of Business and they did a study and they found that if a message, sorry, if people were told a story they remembered it more 22 times more than facts alone. And I’m trying to do it in my business, and I’m advocating people to do it as well, so that if you want to get a message across, think about a story that can be a vehicle for your message, because people do remember stories and it builds trust, and there’s loads of things, chemical things that go on your brain with stories. So like examples of stories, origin story is a really good one. You know we all have our origin story for our business. Whenever we’re two minutes, three minutes talking to somebody expanding our business how did I get where I am, or I did this course and that course, we all have our own origin. That’s a story. Your testimonials from your clients. That’s also a story. Your mission, your vision. These can be incorporated into stories as well. And that’s just three, but actually on one of my blogs I think I have a list at that I got from a post and there’s about 20 or 30 examples of stories. So one I did, I was testing it a little bit, and it’s on my about us page on my website. So you can just, people can check it out. So I was trying to sort of say how I ended up in a very story orientated career. ‘Cause you know, I got into video making, I’ve made some short documentaries and now now I get my clients messages across on video as well. So it’s really about getting messages across. And I kind of said that, because I’ve always enjoyed meeting people and hearing their stories. And I related it back to my love of hitchhiking and I told the story. So even when I was younger, I did lots of hitchhiking and in Australia, like I’ve hitchhiked in a lot of different continents, in Australia, I hitchhiked right from the top from Darwin right down to Sydney. It took me a couple of months. So what I incorporated in the story to show that it would be weird if I’d ended up in any other type of profession. So example, sorry yeah.
– Wow. I think it really goes to show that story is the hook. If you’re wanting to reach your audience, then you’ve got to bring them in and entice them into your world. And the story is how you do it. So you must be quite adept at finding the story. Some people might not think they have a story, but how do you tease that out of them, Paul?
– That’s one of my favorite things actually is having that discovery meeting with the clients, because sometimes it can be the origin story. It can be how they got there, or there’s things that clients say all the time and they don’t realize that that’s a really excellent hook that would engage their audience. They need somebody outside of their business looking in that will see that. And one of my first clients for Social Video HQ, he had a vegan food business, but I got to know him cause he was in my locality, but he actually he got into healthy eating because he’d had cancer, and he was now cancer-free, but during the process of becoming cancer-free he had changed his eating habits going from normal to vegan and became an advocate, and that was his story. So we made a brand video, it was a minute video and that was the story.
– And he managed to encapsulate that in a minute?
– Absolutely. Yeah. And that’s the work, that’s the work.
– Yes, that’s the expertise. But you know, you show people how do their own videos as well. You do videos for them and even you show them how to, that they can tell their story through an animation, which is another fun way of doing it. But if somebody wants to make their own video, what are the things that you should avoid? Okay, so, sorry.
– There’s lots to do in videos.
– Yeah okay, sorry, I cut you off there. Sorry, so, all right, so just a few things. These would be my top five. So when you’re making, if you’re starting making your own videos you might think I have to put so much into this video. I have so many things to say, actually just take breath. Think about saying one thing that would stick with people. Don’t make videos that are too long. You know, it’s fine to have long videos if the content is good. But if it’s just very waffly, if it takes you two or three minutes to get to your point, that won’t connect well on social media, because you know, people are scrolling, you’ve got to make that connection. So I would say for social media videos, for expertise points, I try and go for 30 seconds to a minute. If it’s interviews, I might go two minutes, three minutes. So you got to think about the content and the length that it needs to be. Secondly, captions. So some people are scrolling through social media with the sound off and when your video comes up they don’t know what you’re saying. Unless you have captions running on the bottom of your video. And then they might go, oh, that’s that’s an interesting topic. And they might click on it. So captions are essential.
– And where do they find captions from?
– So captions again, we could do a talk on captions and where find them. Excuse me. So what I use and there’s lots of different methods. What I use for captions is I create my video and then I use a service called rev.com. And so I send the link or the video to rev.com and they create captions. I can edit it on their system, and then I download the file. And then when it comes to LinkedIn or anything like that you upload your video and you upload, it’s called an SRT file. That’s what you get. It’s just a text file. So that’s a simple way of doing it. There are a few, there are different ways of doing it and some are quite complex. So as you get more used to making your videos you might find a system that works better for you but that’s currently the one I use, I’ll be switching from that because I use Adobe and Adobe is now releasing a text to speech. So I can do it all in Adobe hopefully in the not-too-distant future
– So they pick up all the speech that’s in the video and automatically transcribe it?
– Yeah, they transcribe it, and then you can view it on their editor and if they get a word wrong, you can change that or whatever. And then you can download the correct file. It’s very, very needed. So a few other things, use a tripod, keep your camera steady, don’t have this shaking camera thing. ‘Cause even that makes it hard to make a video because you’re trying to keep yourself in frame and all that make it easier. And it also increases your production values. Have your camera at eye level or a little bit above eye level, because if it’s below looking up, it’s not a very flattering view. And then audio, very important. So when we’re recording try to record in a location that’s not too noisy. Sometimes we have to record in a noisy location and that’s it, but buy a mic. So you can get them for 10, 20 quid, plug it into your phone, plug it into your laptop and clip it near where your voice is, or use a headset if you’re recording on your computer, and audio is half of the experience that people have of your videos. So for very little money, you can like have really good audio. So the next one is altogether clothes, location, background. So going back to our brand what are we trying to communicate? And always being, or as much as possible being on your brand. So always think about what’s in your background. Are you showing your brand off? Are you in the correct attire that you want to communicate with your audience? So, and it varies, it depends on your audience. And finally, and the most important thing is content. So all of the rest of the things can be perfect. And if the content isn’t good nobody’s going to really interact with it. So I’m always reminded this. There’s a Simon Sinek video that I keep on going back to because it’s brilliant. So it was shot at the beginning of when they were doing the TED Talks and the audio is really bad in it, buzzing halfway through the talk, they changed the mics. And so you would think there’s a problem. Not really, because that particular video, and there’s more iterations of it, has 14 million views on YouTube. Because the content was really good. So we’ll put up with little problems. So your content is your first thing. And then all of these other little things just help you keep your audience engaged. So content is my main thing.
– And how do you engineer your content and all the other things that you’ve painted a picture of to ensure that we get good interaction from the video, when we put it on social media, how do you get good response from your audience?
– So, and you know, I think I suppose I have been gearing up over the last two years to put up a steady stream of content. There’s been blips, but I’m not the finished article, but I’m definitely getting there. And I think you do learn as you go along a little bit, particularly about the platform that you’re strongest on. So I would concentrate, I’m on a lot of platforms, but I concentrate mainly on LinkedIn. So for there, for example, I find so mix it up is what I would say. So you’re not having the same type of video, the same looking video, maybe the same length. So I mix it up with interviews and expert pieces and other types of shots so that when people see your content, they don’t go, oh, that’s kind of similar. I seen some of that before and go past it. So mix up the video content and then interspersed your video content with picture posts or polls. Like my behind the scenes shots that I put up from shoots get really good interaction. And then I think for your audience they’re not always seeing the exact same thing coming up. So it interests them a bit more. So mix it up is one thing. And I would say, there’s this thing as well, documents don’t create, it’s a phrase. I think people might’ve heard of it before. And it really is a good idea, because first of all it gives an impression of your company or your business life. So it’s fleshing out, it’s giving a little bit of background. And what it means is like, for example, if you get a new new piece of equipment, take a photo of it, post about it, say why you’re happy you’ve got it and how it’s going to help your clients or stuff like that. If you have a new hire, do a little video with them, talk about the coming into the company and how they’re excited and things like that. So with this document you’ll create you’re not always searching for things to talk about, because you’re actually documenting your company’s journey. So that’s a really helpful one, I think. And then I think one is thinking outside the box, sorry, just one second. So when you start creating your content you’re going to have definite ideas, and then once you’re creating it, you’re going to start seeing what works what’s getting good interactions and what isn’t and then you might have some sparks of sort of creativity. Like for example, with me, it was just an idea where I said, okay, I’m going to start just recording a little bit at the end of a business meeting on my phone. And then it turned into on Zoom, and these videos get really good connection with my audience, but also the audience of the person that I’m interviewing. They get to show their expertise and also I’m reaching a new audience. So it was just an off the cuff idea that’s become a really sort of well received piece of content. And just recently, like I had the idea that I have a lot of partners who are in the marketing sphere, and I work with marketers. So now I’m creating this, I shot the first one today, it’s going to be called the marketing hub. And it’ll be a series of interviews with marketing professionals where they can talk about their expertise. So you get these little flashes of ideas and then you act on them and then you see what the reaction is. If it’s good, you keep it. If it’s not, you reiterate.
– And is it good to just experiment a bit, Paul, say you post a video about some new equipment you have, as you were saying, and you get a response, is it then good to follow up the response you get with a little video about that? Hey we got good feedback on the fact that we’re now doing X, Y, Z. Is that a way to create content as well?
– Yeah, I think so. I think so, definitely. And yeah, and as well because people can often ask you questions, like on a post, you put up something, but then they say, oh that piece of equipment does it do this right? Well, that’s a question that’s been asked by your target audience. So definitely that’s a post for the future.
– And does it matter, when you said mix it up, does it matter if, for example, you do a video one time that isn’t on a tripod that you’re actually walking along. So the camera, if you’re on your phone, it’s walking with you and there’s a bit of movement, but is that acceptable would you say?
– So I actually I have a gimbal for my phone, so I’m really fancy. They’re not very expensive. I’ll put them up in the show notes, they’re about 120, 130 euros. So it’s a gimbal, so it’s a motorized gimbal. You can have for your phone. And it’s very good for when you’re at an event when we have events again. And so you’re saying I’m here at this event today not just holding the phone, you can hold it away from you. You can angle this and it keeps the phone steady. So yeah, so like there is, let’s say, for example, you get a video testimonial from a client and it’s shot on a phone, it’s a bit shaky. Is that good to put up on your social media and on your website? I think absolutely yes. Because different types of video should have different types of production value. So if it’s front of website, it’s your brand video, I think high production value. Social media, it’s more transient. I think lower production values work like recorded Zoom meetings are fine. And then thinking with customer testimonials I’m now of the opinion, the less produced it looks, the more believable and the more authentic it feels to people who are watching it. So if it’s shot on a phone. If it’s shaking, that’s fine. If there’s ums and awes from the person giving the testimonial, it actually it’s more real to us. So now when I’m shooting testimonials for clients I’m more like I’m not into putting branding on them. And also I’m not trying to cut our edit out ums and awes I’m trying to let the client speak naturally.
– That’s interesting. So it’s not a polished video. It’s raw as it were.
– And then in our brain, we go, that’s more real.
– Right. I just asked the audience if anybody has any specific questions they want to put to Paul, can you please put them in the chat? Because we don’t want to keep him forever. I’m sure he’s got other things to do this evening as has everybody else. So we’ll give you a chance to put your question if you have something specific that you want him to answer for you. In the meantime, there’s a couple of questions I want to ask you, Paul, which is you mentioned a lot that you put, well you mentioned that you put a lot of posts on LinkedIn and you target a lot of businesses. What about if you have a business that isn’t really conducive shall we say, to putting lots of posts on LinkedIn, how do you adapt your content or your production and the message you want to get out for each of the main social platforms, shall we say, like Instagram or Facebook? Is there a big difference between what you do on LinkedIn and what somebody should do on those platforms?
– Yeah, that’s a really good. So in essence, no. So in essence, like I say, if we’re talking only businesses. Our business people, like you’re showing your expertise, you’re showing credibility, you’re building rapport. And I’ve done a few courses from YouTubers over the years because these guys, they’ve been doing it for like 10 years. And that’s the way social media and social media video has gone. I do think tone will change a little bit, the tone on LinkedIn and I compared to the tone on Instagram to TikTok is totally different. And on TikTok, we might be, I think we definitely have to be a bit more entertaining because it’s more of an entertainment platform, but I do think the essence of what you’re trying to do, the bedrock of what you’re trying to do should stay the same, how you communicate it will change.
– Right, yes. And is there any difference in the length of videos you should be aiming for, like TikTok, is it like 20 seconds or what’s the length?
– I think it’s 20, I’m straight up, I’m only after joining TikTok, I’m engrossed in it though. And then like Instagram , the videos for the main feed need to be under a minute. But then going back to that, I think they’re all social media platforms where people scroll. So I think we need to thinking shorter for those ones, but yeah, so different platforms, like Facebook seems to be going for longer videos at the moment. Whereas Instagram is the short video arm of Facebook and then TikTok really short, yeah.
– Thank you for that. We have a question from Claire Brett, and she says should you still engage with your customers personally even if your business is not personality driven? That’s an interesting question.
– Yeah. So yeah. I think it will definitely set, it will set you apart. Because if you become the face of your business in some way. And so you’re starting to, ’cause we normally buy face to face, but online, we also buy face-to-face. So I do think if you’re on there and you start to become the face of your brand, that the people start to establish a relationship with you that it will set you apart, because you’re your own personality and your expertise is kind of unique to you. And I think sort of hosts that are just, this is our brand, this is what we make, where there’s nothing really, there’s no story behind that. There’s no personality behind that. And I think that’s going to become less and less actually.
– Hmm. Okay. Thank you for that. We have a question now from Liliana, she says, is it worth worth producing for YouTube for marketing purposes. In other words, is it worth really going to town producing a video which goes out on YouTube? That’s a good question.
– Yeah, it is. And it’s an area I’m looking to grow this year because like there are over a billion YouTube users, and the demographics, I put a post up on the demographics recently, the millennials at are what they mainly do on YouTube is they look up how to do something. So it was from Pink Google which is a really good resource. And so what I was thinking was if millennials are in your target audience can you be putting videos on how to do something on YouTube? Because that’s what they’re searching for. So YouTube is very strong and I think ads on YouTube because Google knows so much, because everybody’s logged in. So they know what type of people they are and what they’re interested in. I think ads on YouTube will become more and more powerful and are powerful at the moment.
– That’s really interesting. Yeah, I think I’ve noticed the quality improving as well. So that’s a really good question. Then we have another one from Shane and he says, what’s the best length of time for a LinkedIn video?
– So that is a good question. So best length of time for, so with LinkedIn, like I make videos that could be two or three minutes long, they tend to be interview style videos where somebody is giving a bit of expertise from their area. And I also make the sort of two minutes videos on expertise. And then the micro content. I think because people are scrolling, like, I think so number one is well, shorter videos take you less time to produce. So you could choose five one minute videos instead of a five minute video all in one go. So I think starting out at 30 seconds to a minute. And get your point across. And I increasingly think that with LinkedIn posts that if you have one good point and it’s 20, 30, 40 seconds that when people are scrolling, they, ’cause we all do it, we all go that’s two minutes. I don’t have two minutes. Like, we’re hardwired to do it now. So if you’d have a 20 or 10, 15 second video and they scroll and go okay, and you have one point and they go, oh, and it sits with them and they can scroll on. I think that’s the way to go.
– Excellent. Thank you very much. Really good tips there. Thank you. I hope you’ve enjoyed Paul’s expertise.