Pave Your Buyer's Journey with the Latest Video Trends with Jason Fair (Episode 129)

Chris Schwager: Welcome to the Video Made Simple podcast where we help take the mystery out of video and break through the monotony of day to day communication for marketers, entrepreneurs and clients. Watch and listen to the world's best video strategists, business leaders, and communication experts to supercharge the way you sell market and teach.

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[00:00:54] Chris Schwager: With practical tips that will help you become a better video market. This is the Video Made Simple podcast.

[00:01:12] Welcome to the Video Made Simple podcast. It takes the mystery out of video production and provides business leaders support to help them break through the monotony of day to day communication, and I am your host, Chris Schwager. Today our guest is Jason Fair from Scottsdale, Arizona. He's the VP of Digital Strategy at DigiVidBio, which helps life science, biotech and medical device companies grow and improves the lives of patients. He leverages data driven advertising, video strategies for campaigns, nicheing to healthcare professionals, researchers and scientists. Jason is gonna help us learn more about healthcare, video marketing and trends. So here's our chat with Jason Fair.

[00:02:00] What is the role at DigiVidBio?

[00:02:02] Jason Fair: Yeah, thanks for having me, Chris. Excited to be here with you today. But yeah, so I'm at DigiVidBio 360. We're a digital video marketing agency. I'm the VP of strategy. Uh, our niche is working with a lot of healthcare, life science, biotech clients and driving results for them, either on the digital marketing side of things or the video side of things.

[00:02:22] Chris Schwager: Very nice. Why focus on biotechnology and the diagnostic industry?

[00:02:28] Jason Fair: That's been my passion for the last eight years and it's so rewarding to be able to work in an industry like this because, you know, when you can actually make a difference in a potential person's lives through healthcare marketing, it's really makes that type of marketing and video that much more impactful as you can imagine.

[00:02:46] And we've carved out a lot of different strategies. We've executed these strategies at the highest level, so we're driving some really great results for our clients in this space, and that's another reason. Uh, we've kind of carved our, our niche out here with healthcare.

[00:03:01] Chris Schwager: What's changed the way healthcare companies or professionals communicate with their audiencein the last couple of years?

[00:03:07] Jason Fair: Yeah, it's, the pandemic, really wrecked havoc on the healthcare industry, as you can imagine. And several things. One, obviously on the patient side of things where they can go in and see the doctor. So obviously telemedicine, uh, came through in a big way during the pandemic, and it's still obviously coming through with patient, better patient care.

[00:03:27] Uh, the other thing too, which it was a, a real switch for our clients, and it had been going on for a while in the industry. You know, with clients that have a large sales team, like getting access to these physicians, you just couldn't go into the practice anymore. You couldn't go into that hospital.

[00:03:42] Obviously it was limited with, with covid happening. So how do you switch, How do you do something a little bit different? So, uh, we were doing some trainings when it came to like personalised video, reaching out to healthcare professionals that way to still to try to develop that relationship versus just a cold email.

[00:04:01] And so we did some training courses, got a lot of our clients up to speed on their large sales team and how they can leverage the power of personalised videos.

[00:04:10] Chris Schwager: Very nice man. And I guess how do they leverage it? And you know, like how does it help the healthcare industry in general, but mainly more specifically your clients?

[00:04:19] Jason Fair: It helps them book more meetings, one, and that's a huge success for our clients. So rather than just sending a, you know, a cold email, text based email, if you can help personalise it and that physician opens it and sees, you know, that's that sales person talking about, you know their solution, helping patients better outcomes, you develop that relationship and they're more willing to take on, you know, another meaning to learn more about your solution.

[00:04:45] So it's a great way to develop more of that human to human connection and at least get that physician much more information about your solution. Because in the healthcare industry, Technology's changing, um, the way the diagnostic space is now too. Everything's evolving and if those healthcare professionals aren't up to speed on a lot of these new things that are out there, right?

[00:05:08] And these new things are helping patients, you know, live longer lives, happier lives. So if they're not getting that information in front of them, right, it's not, um, going to better patient outcome. So it's pretty critical that they get a lot of that information in front of them.

[00:05:21] Chris Schwager: Well, for people that are new to the show. Can you drill down to a specific example of how you mentioned earlier about video and email? How specifically, could you just walk somebody through, I guess, a scenario of, uh, what a, what, you know, video and email is would be, and what sort of outcome it's trying to achieve?

[00:05:42] Jason Fair: Absolutely. So there's a couple different technology partners that are out there today that you can do a personalised video. It's really as simple as now as just using your phone to record that. You can obviously use a webcam tool, uh, either way. Uh, one of the platforms which you've probably heard of is Vidyard. There's a couple other ones out there too. It's a fairly inexpensive solution. Uh, most of the sellers, it's pretty easy uh, to be able to record this personalised video. And typically when you're reaching out, uh, it's something where you're just recording, maybe it's a 30-second or 60-second quick snapshot of an intro email like, Hey, Dr. Smith, uh, I understand you're going to this conference in a few months. Uh, my team and I do X, Y, and z. Would love to sync up while you're there. And that's really all it needs to be. Very short, very succinct, very sweet to the point, right?

[00:06:32] And then obviously, With the technology like Vidyard, uh, you can actually, it creates a thumbnail image and so you can put that thumbnail image inside the email. So when someone gets the email and it says video in the subject line, and then they see that there, there's a person that's reached out to me with this personalised video, so they can click on that thumbnail.

[00:06:52] And the cool thing about Vidyard is once you click on it, you go to a personalised, like landing page that has that video on there only. So really the call to action if I'm a healthcare professional trying to watch this video, really that's the only thing that they need to click on, is to watch that video. It's not like this huge website microsite. Really the goal of that is to watch that video. And the other cool thing about it, if I'm a salesperson, I can actually get metrics on the back end to know, which of these doctors I'm reaching out to for this conference as that example coming up, Hey, you know, I sent out 20 personalised emails with this video, and hey, it looks like five of them you know, open the email, they watch the video. And so with like a tool like Vidyard and there's other ones out there as well, you can actually see which one's watching it and then follow up.

[00:07:41] Obviously if I'm a salesperson, I'm gonna follow up with the people that actually watch the video. So then that way you're using the power of video, you're using the power of data to understand who watched it, and then hopefully you're, you know, um, speeding up your sales process to get that right prospect, uh, at that conference.

[00:07:57] Chris Schwager: And how do you find the success tactic of doing that for healthcare professionals versus other industries, because I would imagine it'd be fairly aggressive in terms of, uh, you know, a arguably low success tactic just through the nature of, you know, these guys not opening their emails and not caring as much as others, I'm assuming, but do you have any kind of information on that?

[00:08:23] Jason Fair: Yeah, I mean, healthcare professionals, it's pretty amazing. We get this question a lot, and just like you and me, uh, doctors are humans too. So they actually go to Facebook, they go to YouTube. Um, obviously they do a lot of research as well, but they definitely are open to looking at their, They email, they look at their emails quite frequently.

[00:08:42] But this, this tactic can be leveraged across many industries, right? I mean, obviously we're just talking healthcare, but it can definitely be leveraged across, you know, multiple different industries. Uh, and most industries have been affected by the pandemic. And most people nowadays feel like, you know, booking a meeting with a salesperson if they don't know what they are offering or what solution they're offering is kind of an icky thing.

[00:09:06] And so if you can help develop that relationship, build that human to human connection through like a power of a personalised video, it's a great way to at least nurture that prospect a little bit better than just sending. You know, a cold email out to them.

[00:09:20] Chris Schwager: Okay. So let's move on to how you help clients reach their target audience. Video and email is one of them. What are the main top sort of ways that you, you help them?

[00:09:32] Jason Fair: Yeah, absolutely, Chris, and a couple different ways that we do it. One is creating amazing video content for the buyer's journey. So a lot of times, uh, it is a complex solution that our clients are proposing to prospects.

[00:09:44] And so if you could create a video, whether it's an animation video, or even, a lot of times we're creating more peer to peer style video, so like, you know, uh, testimonials with their key opinion leaders. That's a great way to at least encourage someone to take a look at a solution. And then a lot of times what we're doing is we're leveraging that video content, specifically on digital targeting. So one of our other, um, kind of superpowers per se, is being able to leverage a lot of different data partners out there. So these are first party data providers that know based on a certain code that they can reach a certain physician group. And so we can serve an ad to them specifically across.

[00:10:26] You know, multiple lifestyle sites, new sports, weather, and then we can leverage those videos that we created, either animation, motion graphic, or those kol, peer-to-peer videos and really educate, educate and nurture those prospects as they're going online. Again, checking sports, checking news, spec, checking their finance, those sorts of things.

[00:10:46] Chris Schwager: Yeah. Nice man. And we'll wrap on about. Important it is to leverage, you know, the available video assets that you've got. It's there. It's in front of you virtually. You've produced it. Go repurpose, reuse, refashion and get it, get it going.

[00:11:01] Just on a side note, and this is really just for my own personal information more than anything, but you played much on TikTok?

[00:11:07] Jason Fair: Not for, I mean, consumer wise, like my habits, yes. A little bit here and there, but not for most of the clients that we work with. Right. There's not been a lot of TikTok action. Yeah. But personally, Yes, for sure, but not, not much on the client side of things. Yeah.

[00:11:21] Chris Schwager: Oh, I've got a plastic surgeon who is the client of ours, DIY client as well, so he is

[00:11:26] Jason Fair: okay.

[00:11:27] Chris Schwager: Excited by the improved quality as a plastic surgeon, wants to kind of have the, the best of the best, if you like always, But he does a lot of live, uh, Instagram and, and. Um, that type of stuff. Um, and he was also getting right into Snapchat. At the time. I was like Snapchat? Like, you know, my, my impression was, Oh, it's just, you know, how do you market to a bunch of kids? And it's like, Well, hang on a sec, I gotta fully understand who's on Snapchat. And that same stigma I think is applying to TikTok. But since our advertising, it's been interesting to see the types of businesses that have approached us are much like us, which is very interesting that, that, that that platform is moving so quickly and, uh, beautiful for video, like amazing for video, right? It's just a, a beautiful swiping, uh, effortless process. And I believe, um, search capabilities are improving as well. But the most interesting thing for us since advertising the platform is watching the , the steep, very steep attention curve go drop to drop to virtually nothing after two seconds. Is it as important with what you are doing, uh, to really keep that attention sparked very, very early on in the, in the process?

[00:12:52] And, and I guess my, it's a multifaceted question here, obviously with what you're doing, you know, by publishing content elsewhere. But what about the onsite videos? You know, are you kind of getting into this mindset of, all right, well, attention is scarce, no matter where we go, like the first second of the promo video on a homepage or a product page has gotta be just as cutthroat to make sure that it. That it keeps people moving through it. Just your opinions on that line. Yeah.

[00:13:22] Jason Fair: Yeah. I mean, you definitely gotta keep the attention for your prospects, and a lot of times it is hacking their attention. And depending on what your product or solution is, and obviously what platform you're on, you always wanna maintain obviously that. And we create a variety of different assets for our clients and we develop strategies. So it's like, okay, how are you leveraging this? Who's your target audience? Okay. Cuz a lot of times marketers come to us and they're just checking off boxes and they're like, Hey, we need a two minute video. Yeah. Okay.

[00:13:51] Well, okay, well let's unpack that a little bit. What do you need the two minute video for? Where are you executing this at? You get it all the time too, Chris, but it's like, Yeah, okay, well let's not minute video. Yeah, yeah, yeah. And we're just trying to educate them, right? So it. It's, it's pretty cool to have that challenge and we get these, we get that challenge a lot, and it's like, Okay, well let's trim down that two minute video.

[00:14:16] We can still, you know, create that longer version that's gonna sit on your website. You need a short 15 or 30-second like mini trailer, that's gonna be, if you're gonna be using this for social, right, you wanna drive them back to the longer version. And you would think that most marketers would kind of understand that, but as they're going through the motions, a lot of times they're like, that's like a big deal for them to be like, Oh yeah, like that's right.

[00:14:37] We probably need something shorter to grab the attention of someone bringing them over. Yeah. And usually that attention grabbing 15 or 32nd is just really something that's. You know, it's almost like a hype, Something short, Something sweet. Again, you want to hack their attention, stand out when they're doing the scroll, right?

[00:14:56] Yeah. And it, again, it kind of depends on what platform you're leveraging it, but you wanna make sure that even if it is that two minute video, cuz a lot of times, and I know you used to do this too, probably, where it was like, Hey, we just need this talking head for two to three minutes to talk about our solution, our product, or it's a testimonial and it's like, that's great five years ago.

[00:15:17] The, you know, the talking head style, you've gotta supplement that with either some sort of B-roll, some sort of motion graphic, some sort of animation, because two minutes nowadays feels a lot like a long time for people now that they're used to video. Yeah. You know, when I started video, eight years ago, you know, we were educating people, just the power of video. Like, hey, people are four times more white, more likely to watch a video than read text. And it's all these stats, right? I mean, those are long gone now. People know video is super powerful. And then now it's like, okay, well how do you make the video even better? How do you enhance the quality? Yeah. Um, how do you make it where it's like, Again, not just that talking head person, it's more of, Hey, here's the person we're interviewing.

[00:15:57] But then you're supplementing the visuals with either some sort of storytelling elements with B-roll or again, there's like motion graphics, animation. The talking head videos are, you know, are long gone fortunately for us.

[00:16:09] Chris Schwager: I think as, as prevalent as video is, and I guess everybody has a great privilege to have a video studio in their pocket...

[00:16:18] Jason Fair: Yeah.

[00:16:19] Chris Schwager: does not make them smart about how they execute video. Like really the knowledge gap is vast. I mean, we, we've got, uh, just recently had a client come on as a DIY client, so bringing him on with all the equipment and, and whatnot. And, uh, we started his production assistant training and all that. So I had a look at one of his videos that he produced and he, he did spend like a good 14 seconds on his logo, and then he went on for two and two and a half minutes.

[00:16:53] And, um, I looked at it and, you know, I, you know, as a, as a video marketer, I cannot help but to be pretty cut and dry about what I hear and, and relay that to them so that they can just get on with life, really. But I said, You do realize that there was actually no value in what you've, what you've said for two and a half minutes. I said, Yeah, you got that little thing, but that you. This, this whole video could have been 30 seconds and you would've been actually more valuable than what you've got here.

[00:17:20] He's like, show me, show me how to do this. It's like, Right. You know, like, I guess the point is, um, videos everywhere, but it doesn't mean that people instinctively know that.

[00:17:34] If you haven't got something interesting in, in that first couple of seconds, it's like, well, where is this going? And you're kind of starting to look at your watch and it's like, you know, I have a big sigh after a minute. And I, I'm looking at the clock, I'm looking at the counter. If, if nothing, if it's not wrapping up again, don't have a question around that, but it's just a, an observation based on what you were saying.

[00:17:56] Oh, well, you know, people are talking about two and three minutes and we occasionally, not much anymore, but somebody will come and say, Oh, we want a four to five minute, I, like you do realize, four to five minutes, like four to five hours in the world of video, like, you know, you, you've gotta put things into perspective and I'll never alienate video as by duration. I'll never say, Oh, you just don't, don't make ever, don't ever make five minute videos, right? Because it's all, uh, perspective and, and understanding where it needs to go and all that.

[00:18:28] But generally speaking, say on a website, I gotta say that the move is very much looking favorably at, um, the TikTok formula but within that marketing hemisphere. So the, if it's awareness or education content, it's still like, Alright, what's the first couple of seconds? Because mm-hmm. opening up about the, since 2002 our business has been blah, blah, blah, blah, blah. It's like, Right. Maybe we should put that at the end, . Like, what's the thing that's gonna get people in?

[00:19:03] So I guess, um, Do you find that that's maybe where things are heading? You know, just, just surely based on, I guess, um, the success tactic around, around video and, and, and again, people's attention and, and willingness to stick around, but will it be all about right? Tell 'em what you're gonna tell 'em in that first, like, fire it off like a shotgun.

[00:19:27] Um, and then, and then they'll, they'll understand the relevance and therefore watch, watch longer. Is it going that way? Is it all going that way?

[00:19:34] Jason Fair: A certain point of it is for sure, and especially to stand out and hack someone's attention, you've gotta hit 'em hard pretty quickly in the first few seconds just to resonate with them.

[00:19:43] There's so much more competition out there nowadays. There's so many platforms out there. If you don't stand out, you're just gonna get lost. So as that scroll goes through, if you're not really like reaching out and trying to grab someone with your messaging or the quality of your video or the uniqueness that you're bringing, then you're just gonna get lost.

[00:20:04] But I also feel like once you grab their attention with that key marketing message or something that resonates with that audience, You know, directly and you get 'em into your funnel. I think that's where you can start creating some longer Yes. Uh, pieces of content. Yes. And again, it just kind of depends on your industry, but you know, a lot of clients come to us and they want to start, Hey, I've got this, you know, 30 minute webinar trying to, you know, get this message out there.

[00:20:30] And it's like, Okay, well, If you're trying to do awareness style content, no one's gonna watch 45 minutes. We need to create a short like mini trailer that talks about your webinar in about 30 to 45 seconds, even maybe 60 seconds, just to get their, you know, head wrapped around a little bit of what you do.

[00:20:50] And it's not even really, it's more of just peaking their interest of like, Oh yeah, let me learn more. I'll click here. And then from there, then you can say, Maybe they'll watch that 30 minute webinar. Yes, maybe. But at least they'll wanna learn more about your solution. And so now you've taken them from a social platform where you've interacted with them somehow digitally online, got their attention almost like, Yeah, I'm raising my hand.

[00:21:14] I'm, I'm interested a little bit to learn more. Um, but you're not gonna get someone off the bat with, um, a long piece of content. Yeah. In my opinion.

[00:21:22] Chris Schwager: Okay. And so, Phil Nottingham, a couple years back said, the buyer's journey in a linear sense is really not a thing that, you know, whilst you, you have videos at, at each stage, no matter where they are, that, uh, they'll pick and choose whatever the hell they're like. They'll scroll, they'll flick, they'll move, they'll leave. Um, So how do you, I guess, ascertain what should be, you know, informative versus not? Um, with regards to knowing that people scatter around wherever they go. Is it by page? If you equated it to on, on a website, would it be by page? Like you could expect if it's a product page, you would delve deep on that.

[00:22:04] Jason Fair: It's a combination of a few things for sure. But you, you're spot on. The buyer is in control nowadays, and if they wanna learn more about your solution, they're the ones that are actually gonna raise hands because. You know, everybody, it goes online, they do the research. 90% of the research is done before they even want to interact with a sales person.

[00:22:20] So your job as a marketer nowadays is figuring out what kind of content, to your point do I need to put out there? Where are they in the buyer's journey? And obviously, uh, You know, a CRM is your friend In this situation, knowing that, hey, this customer has watched this video, downloaded this white paper, visited five pages of our website.

[00:22:42] What's that next piece of content? And so that's when we really dig in with our clients and really understand, Hey, what does that buyer journey look like from start to finish? And then we know video's not gonna, you know, be put in every situation, but where do we want to make sure we're injecting video into that customer journey? So if it's at the beginning of it as awareness, what does that look like? If it's decision making content and the video side, like what sort of video does that look like? And then maybe it's the, you know, final part of the decision or maybe it's consideration. So we really look at the full buyer's journey to understand how do we fill those gaps with some sort of video content? Nice. For sure. But yeah, no way. It's, It's linear anymore, unfortunately. Yeah. . Yeah.

[00:23:26] Chris Schwager: We'll be back in a short moment with Jason Fair. Are you sick of setting up video equipment and all the tech hassles that come with producing your own video as well? Nowadays, videos everywhere, and there's a more streamlined way to present yourself professionally on video rather than a crappy quality webcam. And you can do it from the convenience of your desk. It's called the DIY Video Program. The DIY Video Program allows you to create course contents, send personalised sales, video and emails, record regular video updates for social media. And look and sound amazing in every video interaction with a single push of a button. You get professional gear and all the skills you need to supercharge how you sell, market and teach. Learn more and go to ridgefilms.com.au/diy.

[00:24:11] What are the roadblocks of producing videos? What are your tips to solving them?

[00:24:17] Jason Fair: Yeah, I'd say the roadblocks, You kind of mentioned it earlier, Chris, when you were talking about, and most of our clients don't do this, but I can see that as a situation where what happens is they feel like they can create their own like DIY style video, and they can do it at a level like you would do it.

[00:24:31] And so what happens a lot of times to your exact point where it's like, Hey, uh, this person created this two minute video, and they could have done it in 30 seconds and actually articulated what they wanted to, you know, say and message where the tip would be. And one of the things we always do, and I would recommend even if it is a DIY style video, that you, you would do the same thing, and I'm, and I know you probably already do this anyways, regardless, but it's called a storyboard.

[00:24:56] Chris Schwager: Right.

[00:24:57] Jason Fair: And so a storyboard's a great way to be able to articulate what you're gonna be scripting out, at least talking about, but also visually showing, because again, a talking head style video isn't gonna get as much response if you have some sort of motion graphics, animation or like B roll that's go, that's going with it.

[00:25:14] And so, The storyboard is a major tip because it's gonna help showcase what you're gonna visually show when you're talking about it, right? And so if it is, uh, whatever it is you're talking about, discussing, if there's a visual that go with it, people are gonna process that information much faster if they see a visual of it versus you just saying it.

[00:25:33] Right? So whatever the subject matter, whatever the topic that you're talking about, if you can get a visual up there, again, the visual could be a B-roll, it could be a motion graphic, like animation style, uh, visual. But there's gotta be a visual up there because people process visual information much faster than audio. And so if you pair those together, boom, you're gonna have someone that's really gonna understand what you're conveying. So my big tip would be using a storyboard.

[00:26:00] Chris Schwager: Yeah. And there's there, there's video guys out there. And, uh, I'm very impartial, I'm very agnostic now as I g grow older in 20 years of skepticism in the, in the business of, of video producing videos. But our rule of thumb is always, every video has a script. No matter whether it's scripting videos, testimonial videos, it's all scripted. And there's different styles of script for different styles of video. We don't do a huge amount of storyboarding because that takes up a lot of time and we don't have the scale, the size of project. Um, you know, it's not a tvc I guess, but we do script very articulated visuals that align to the auditory side of, of the script, so that by the end of that process, the client has a very clear understanding about what is seen and what is heard in the video. There's a lot of guys out there that would say, Oh yeah, but you know, you don't get that natural performance. Yes, you do. You know, there's a, there's a whole bunch of processes around getting people to come across real. But throwing them in under prepared, it's kind of like throwing them under the bus and the output can be (mm-hmm) pretty sketchy with endless iterations potentially flowing back and forth. And who wants to go through that? Right.

[00:27:16] So it's all in the planning. Right. And I'd imagine in your industry it's very, in your. In your business, It's very much the same. Same thing. It's kinda like the contract. Mm-hmm. , if we're gonna work together, this is what we go through.

[00:27:31] Jason Fair: Which, Yeah, a hundred percent.

[00:27:33] Chris Schwager: But you know, I just stressing the importance of it too, because I think in the DIY space, people are more reluctant to go through that scripting process.

[00:27:41] Jason Fair: Hundred percent

[00:27:42] Chris Schwager: Think this advocacy of dig of video from digital marketers back, you know, five to 10 years ago was all about, Oh, well you've got an iPhone in your pocket, turn it on yourself and start producing content. And then all we've seen is a detri of, of people sitting in their car or walking along the street on LinkedIn to the point where it's like, ugh, you know, , I've been saying this to people recently. I'll spend, you know, 30 seconds scrolling the feed on LinkedIn when I'm on the toilet. The remaining 22 minutes on TikTok . Do you know what I mean? It's like as marketers ourselves, and I've always going back to our team going, Are we just gonna keep doing these podcast highlights every week and putting them out there? Or we gonna fire off a cherry bomb every once in a while and see it explode. It's a hard one because the cherry bomb's not usually relevant to video marketing. You know, it's kind of like, You know, me doing an ice bath or soda stream hack or whatever it might be, and these are the videos that actually do quite well, but I just have to do it. I have to do it just to save people from kind of hitting the snooze button on the feed.

[00:28:49] I'm not sure where you are going, where you are at from a video marketing perspective yourself, but how do you go about it and, and I guess, do you experience a similar type of thing where you just gotta get creative from time to time?

[00:29:02] Jason Fair: Oh, a hundred percent. Yeah. You gotta kind of, again, it goes back to hacking the attention of your prospect. If you try a couple of ways and maybe it's not converting or you're just not getting the metrics that you're looking for, you've gotta try something new. You gotta try something unique because there's so many competitors out there. There's so much.

[00:29:19] You know, five years ago or eight years ago when I started doing videos, it was like, yeah, it was rare to see a lot of things when you're scrolling through there and it was just like a lot of static images. Those days are long gone. There's competitors out there that are doing things that are super creative and they're getting the attention, so you gotta test, you gotta try new things. Yeah, and even when we launch like digital marketing campaigns, we always typically do some sort of AB tests. Right. And it's like, let's try this message this way, let's try this message this way. But if we're building out like a whole content calendar for a client, like there's certain things, certain things that we want to hit upon, you know, education, awareness, consideration, decision, but there's also gotta be some sort of like entertainment in there too, to your point of like, how do you keep someone stimulated, um, on your channel, on your podcast?

[00:30:09] Whatever you're pushing out there. Right? And you've gotta create that uniqueness, otherwise, um, that creative flare. Otherwise you're just gonna lose people and you don't wanna bore 'em to death.

[00:30:18] Chris Schwager: Mm. So let's just wrap up with your. I guess vision trend trends for 2023?

[00:30:27] Jason Fair: I think the biggest trend, and this is, this is a trend that I think I mentioned like even a couple years ago, but I, I think now with the technology and it's easier to even execute more, that's always the barrier for people to try something a little bit different out there is like it costs too much and takes too much work.

[00:30:45] But I think now with interactive video, I think with the players that are out there now to help execute these and the interactive component, and I know you've seen these videos before too, Chris, but it's really, um, it's almost like an experience. It's very immersive and it's almost like a choose your own adventure.

[00:31:04] So if I wanna learn more about your solution, and I know we talked about this already, it's like, I'm the buyer. I'm in my, I'm in the control of my own journey here. So instead of maybe sending a video that's just one that talks about the solution where, where it's like, hey, talking hit or motion graphics or animation.

[00:31:20] It's like if someone can click on a feature of a solution or click on something that they wanna learn more about. I think interactive video is gonna be a trend for next year and it's really gonna help the buyer learn more about their solution or about your solution and the way they wanna learn about it.

[00:31:38] Right? And this could be something where this interactive video could live on your website. Um, if you have a client that goes to trade shows, those sorts of things, conferences, you know, they could have the tablet out there and they could be doing a demo and that person could be clicking around on the video and it's almost like, it's pretty cool when we create these for clients, it's like a branched experience. So you go back and you do that storyboard and it's like, okay, here's your solution.What do you want? Like what's the top questions you get from the sales team? Like what are they always asking out in the field? Okay, well let's get those in this interactive video. So if I'm a prospect wanting to learn more about your solution, And I'm clicking around these certain buttons that are already kind of there. Boom. You're gonna get someone, uh, up to speed and, and how they want to do it. So I think interactive video's gonna be a big trend next year.

Chris Schwager: Video ask, Have you explored that at all? Okay.

Jason Fair: No, I haven't heard that one.

Chris Schwager: It's so, it's a plugin, beautiful little player, but it's effectively a popup. It will sort of happen on the right end side. So you know, those, um, ask, you know, Oh, it's , you know, I see you on the site, and they ask me a question, chat feature.

Jason Fair: Chat feature.

Chris Schwager: Yeah. So it's kind of like a video version of that. But you can also. Sort of take 'em down a bit of a choose your own adventure rabbit hole as well. So we have played with it, but we haven't gone down the rabbit hole, uh, with a reluctancy around going, Right, well if we're gonna do this, we're gotta do it pretty seriously.It's a huge investment in time producing content, understanding how to map it all it all through and whatnot. But I do see there being, Uh, an opportunity to, to create it. But yes, it very much is, right? Well, if costs, you wanna learn about cost, click this button. Or if you wanna learn about, you know, and then that call the next video and the way you go and, you know, it's, um, Probably much, uh, it's not, you know, completely what you're, what you're talking about, but, um, but something maybe to, to check out.

Jason Fair: Yeah, absolutely. I will for sure.

Chris Schwager: Thanks for the tips, man. I, I really, uh, appreciate you taking some time outta your day to come on the show and, uh, it's been exciting because I've been following you for so long and I've been watching all your, uh, you know, your LinkedIn videos and sort of, uh, it is been interesting to. I guess chew the fat with you from, from one video marketer to the next, if you like. But um, yeah, but, uh, I, I appreciate it. Is, is there anything that you want to wrap up with or should we just close out here?

Jason Fair: No, I think we can close out.

Chris Schwager: Cool, man. Thank you. And Jason, tell us how the audience can reach you.

[Jason Fair: Yeah, absolutely. Chris. The best way to reach me on LinkedIn. Yep. There, I'm pretty much there 24 7. I'll get some sleep in here and there, but that's the best way to reach me for sure is on LinkedIn.

Chris Schwager: Video is everything. They make communication better. It's making learning skills easier. It's improving marketing, improving the sales process for buyers, and now they can also be the tools to save lives and improve healthcare.

Thanks for tuning in. Thank you so much, Jason.

Jason Fair: Thanks for having me, Chris. Glad we, uh, made this.

Chris Schwager: Awesome man. And that's all for this episode, A Video Made Simple podcast. We'll see you next week.