#467 - Amazon Product Video Production in the Age of AI with Rob Wiltsey

Welcome to episode 467 of the AMM podcast. This week we're talking about video. That's right. Video is a major component to actually lift your response rates and to inform your customers and to really stay in touch with your customers and do all kinds of uh cool stuff beyond just making the sale. And with all the changes that's happening with AI and people like using AI to create videos, can you do that or can you not do that? or how does AI play a role in in all the video production for e-commerce sellers? That's what we're talking about today with Rob Wiltsy from Video Fresh. So, enjoy this episode. Welcome to the AM PM podcast. Welcome to the AM PM podcast where we explore opportunities in e-commerce. We dream big and we discover what's working right now. Plus, Plus, this is the podcast where money never sleeps, working around the clock in the A.M. and the PM. Are you ready for today's episode? I said I said, "Are are you you ready? Ready. Let's do this. Let's do this." Here's your host. Here's your host, Kevin King. Kevin King. Welcome to the AMP podcast. Rob Wilsy with a video. How you doing, man? Doing good. How are you? I'm good. Uh it's good to see you again. after uh back uh what about 6 months ago or so. We uh I think we ran into each other at the Prosper Show. Yeah. Yeah, that was feels like forever ago. Uh lots happened since then. So, um but that was a good show. I I enjoyed it. Good to see you guys. Yeah, that that that was that was a good show. Uh you got you doing the one next year and uh the Yeah, we'll be there next year at the win. Uh we should be doing a lot of fun stuff uh with the show um from a video standpoint, too. So, that should be a lot of fun. Awesome. So, let's talk about this. Let's let's let's talk about this video stuff. But before we get into that, what's your background? Do you come from like the television or video production world uh before you started the video or what what's your what's your story there? Yeah, like a lot of people, my background is like kind of all over the place, right? So I video was always a vein kind of running through everything I did. So back when I was in high school, uh like 16 I think was the first time I got, you know, collected like a real decent check from somebody to make a video. Like I was always I was that kid in like middle school that had a video camera in my hand and like would make all my friends act in like videos and I would be like, "Okay, so we're in space. You're the whatever, you know, we're make a Star Wars movie. You're like a stormtrooper. You're" and then my friends would just go along with it and I would I was obsessed with making videos um my whole life. So then I, you know, started doing I did everything. I started doing wedding videos at one point like anyone like where where are there people that will pay me to just I just want to make videos. So it doesn't even matter what right then. Um but I went to school for industrial engineering. So I went to school for not anything related to uh videos or anything like or marketing or anything. Um so I learned about things like six sigma lean manufacturing you know process improvement kind of all these all these concepts that really allow you to systematize and scale and like really um make a process more efficient. But I paid my way through that kind of making videos for people, right? And I never really thought I was going to 100% go in into industrial engineering. I just thought, "Oh, this is like an interesting thing to be learning." I kind of always wanted to maybe own my own business or something. So after I graduated, I realized no one was applying those lean manufacturing principles to creative video content. Like because a lot in the video world, um, a lot of people are very artistic. They're very sentimental. They're very they you know every video is a real work of art which is great and I get that. I'm kind of that way too but I'm also kind of left brain right brain. I'm like no let's like systematize and scale like a a creative video factory. Like let's like what what would that look like? And there back then that was kind of like not there's there's probably some more companies now that have that approach, but that was kind of like an an unorthodox approach to uh creative marketing content. And so that is where video was. So, back in 2016, I started Video Fresh. So, it's been a minute. Um, and that's kind of how it all how it all came together. I also I also did make a feature film along the way uh with some friends and got distributed. Uh, I won't go too much into that, but it was fun. Um, so I I maybe maybe at one point I thought I was going to like go into the film industry or, you know, I didn't really know. Um, but uh, yeah, here we are and now we're kind of like we've really found our home in the in the Amazon ecosystem. And kind of that factory we built and the way that we approach videos ended up being like kind of the perfect structure for an e-commerce company that needs, you know, 150 product videos and they needed to kind of be like at a good price and like detail oriented and all the rest. So, so when you started Video Fresh, it wasn't for e-commerce. It kind of evolved into that that that's where your clients were coming from. And so then you doubled down on it. Is that right? That's pretty That's pretty much right. I mean, in 2016, I don't even think Amazon, you know, had videos on the platform in 2016. So, yeah, when we started um we it was a lot of marketing, storytelling. It was a lot of testimonial videos. It was a lot of stuff. We worked with uh we've worked with Nike. We've worked with, you know, Cuties, the little oranges, uh that you might see in the grocery store. Um we worked with um the Girl Scouts. Uh we worked with like Goodwill and like all these, you know, we were trying we we got some like really cool contracts with um with a lot of companies, but yeah, it was e-commerce kind of found us um along the way and we got a ton of e-commerce companies reaching out to us. And so I kind of saw that signal and kind of leaned in. I was like, "Wait a minute, like what this is kind of fun." like the e-commerce was so different from uh you know nonprofit storytelling which I also love but um e-commerce just seemed like this uh this starving crowd if you will um at the time where it's like man these people really don't have a lot of great partner options for their videos like they're they're kind of hiring freelance people or whatever else or trying to do it themselves. So, so um I think somewhere somewhere probably, you know, somewhere before co I mean probably 2018 2019 we started seeing that signal really strong uh and people finding because we we had like SEM and things going on uh and the types of people that would reach out to us and so yeah, as soon as we le leaned into e-commerce, it just like blew up like you know and we we really started to uh fill our calendar with that kind of stuff. So instead of getting producers, you got people that don't know what the heck they're doing and they expect a masterpiece for next to nothing. Uh so yeah, we get it. That's a that's a good shift, Rob. It was a good shift in and what what an e-commerce seller what an e-commerce brand cares about is so different from what our previous clients cared about, you know. Um and so that was a big learning curve. I remember trying to go, "Oh, wait. They really I mean, as they need to be." I mean, a a an e-commerce brand that's made it to 5 million, 10 million, 20 million, which is a lot of who a lot of who we work with is like kind of on the larger end. We do work with smaller sellers now. Um, a lot of which has to do with Gen AI, which we'll talk about. But um but what was funny is like they there's a reason they made it that far and that's because they're extremely committed to the bottom line make adding up and making sense along the way. So um these videos more than anything else they are tools to do a job. They this this content needs to get a click at this very specific stage of the funnel and get the client from or get the customer from here to here and then from here to here. That is not how a nonprofit thinks about content. That's not how, you know, a lot of companies that kind of want branded TV ads and stuff that, you know, branding videos. We did a lot of training videos. There's we we've done all kinds of stuff. So, to me, a video has always been like a tool. Like, it's just a tool. And of the reason I love videos is because it's a it's like the most powerful way to influence people like at scale to do what any to do anything, right? Like it's just such a powerful there's nothing else that captures uh like let's say you're let's say you're a brand and you want to you want to really make an emotional connection with with your customer base. There's no way to capture an emotion and kind of put it in a bottle and deliver it at scale than like a video, you know, and we've made some real tearjerker videos through the years for for companies that really have, you know, nonprofits and things like that. We've made funny videos that make people laugh, you know? You're like you're delivering an emotional package and like that's what I think is so cool about a video. Like nothing else is going to do that, you know? Um, and that's because you have music, you have a story, you have a character, you have like there's so much in a video uh that no other medium has. So, with e-commerce, you have this huge funnel and you need to do different things along the way on that funnel. Like, at the top of the funnel, you do need to make them kind of feel something about the brand, about the product, and then, you know, uh, invite them to click through to learn more, right? And then once they've opted in, tell them a little bit more about the product and kind of and you kind of you kind of work their way down the funnel where by the end of it, they understand everything. They they connect with it and then they make that purchase decision. And so the content gets a lot more tactical as you go down the funnel and it's a lot more related to um you know their search intent, you know, their retargeting, what have they seen before, um and nurturing that lead along the way. So, it's like, yeah, it's like a puzzle kind of that whole funnel is like a puzzle and it's like what would be the perfect video to connect this dot to that dot in their funnel. And so, that's kind of how I like to think about it. I I do kind of take an engineering um approach with it a little bit and and and and I I also love puzzles and that's kind of what a lot of these projects feel like, I guess. um is you know you got complicated products with complicated nuances and so a lot of times we're trying to like tap dance over different types of messaging points and and whatever else. So um so yeah that's that's what we've been doing definitely since uh definitely since 2018 I would say uh in the e-commerce space. That's awesome. I mean I my background is um some people know this a lot of people don't but is in video too. I I ran uh I'm not a video editor. Uh but I know, you know, I know Premiere and I know uh Final Cut and I know some of those older tools that people used before the new generation of tools. Yeah. But we did uh I had four video editors working for me full-time for like uh 15 years. We did a lot of uh uh television stuff, pay-per-view television, uh a lot of uh DVD and uh I was one of those guys. I'm a little bit older than you. So, but when I was a kid, I was uh in my I was film getting my buddies to come and film too. back when MTV first started around 84 85 somewhere in there. Yeah. I had one I had a little camera that's what it had film on it actually. You know the old kind of like old school like you see in the movies your great-grandfather had or something. Yeah. U reel on, you know, on a spool. Uh and uh we I got them all together and we we set up a little drum kit and guitars and air band air played uh uh to I think it was MLY crew and my garage in my driveway. But I was like, "We need some pyrochnics." So, we just pour gas on the driveway and set it on fire. And neighbors freaked out. The fire trucks come. So, uh that was my first little uh video production uh thing. Got in a little bit of trouble for that one. Um but I was trying to make a cool little uh music video. Um that's awesome. Yeah. So, uh so I understand the value of video and on my brands when I launched a bunch of brands on Amazon in 2015 and video was a major component back then. like you like like you said it wasn't on Amazon just yet but I was using it in social media I was using in UGC I was using it on my website and I would put it as part of the production when we're doing the photo I was spending serious money um cuz I knew the value so I was spending you know probably about $5,000 a day and just production cost and with my buddy who's a photographer from the video side basically coping his day rate and stuff and and giving me discounts. So, but we would group everything together and so we would systemize it probably and so that we can knock out a whole bunch of different content whether it be stills or be video content all from the same shoot at the same time. So instead of $5,000 to shoot this product, maybe we're doing seven different products at once and just changing outfits or changing a little bit around and then becomes where okay production cost on each one of these is now whatever 500 bucks a video or exactly whatever it was. And so trying to do it like that versus oneoff type of things. Um, so what on on video though, I find that there's different types of video and you just kind of said it there, but let's talk a little bit about that on on the funnel where you said there's the there's the branding video that a lot of the brands do. That's your that's your um normal television type of stuff typically. Then there's direct response video. And then there's there's educational video, there's funny video, there's just make you brand aware. Uh then there's uh informational. how does this thing work? There's demonstration. There's all these different levels. And I think a lot of people don't understand that. They just probably say, "Hey, I just need a video." U and they're like, "No, which there's videos for different things." cuz can you talk about that a little bit about uh because I know like for me just as an example when I I read about 30 newsletters a day and sometimes there's a one of the links you know in one of the newsletters might be I don't know how to uh how to crush it on LinkedIn or something like that. Uh, and I click it and think it's going to be an article that I can skim in a couple minutes and get get the nuts out nuts and bolts out of, but it goes to a a podcast and I'm like, I ain't watching no damn hourong podcast. Uh, even at 2x cuz these guys I know this guy, he's not very exciting. So, I want to be entertained on the video. I either want to know information like how do I do this or how's this thing work or or show me how to fix a problem or what am I getting into or I want to be entertained and then if you want to sell to me or teach me something, that's okay. Otherwise, I want it. I don't want that. Um, so how do you how do you work with your clients and explain to them, all right, this is what you need to do in regards to all that? Gosh, yeah, I love this question cuz um there are so many different ways to model uh the landscape of video content. One of them, and this is broad, this is going beyond e-commerce now, right? This is just but I would say this is going to how video plays a role in marketing in general. So you have there's there's a book that um is really famous in the marketing world that is I can't remember the name right now but it has it's hub hero hygiene content. So I like this one a lot. So so hub content uh well start with hero. So hero content is like your big top offunnel. Back in the old days, this is like not a word anymore, which is funny, but like remember viral videos? We need a video to go viral. Like that's there's a reason that that's not a thing anymore. I can talk about that, but that was once a thing. We need a video to go viral. We need a video that millions of people see that just gets us a ton of exposure. Um, hero content is a big top offunnel thing that do you remember the Dollar Shave Club like ad that really popped off? Like that was their that was like a hero video. Hero videos can also just be ads, TV ads, anything that's like top of funnel and it's really it's a real brand introduction to the uh to the customer base. So, I think we all kind of understand what what a hero video is, right? Um then you have uh hub content. So hub content is is essentially you have social media followers, you have newsletter subscribers, you have you know you you know people on YouTube that follow you. Um people who are subscribed to you in some way. Your your hub content is what you serve them to keep them engaged and nurture them over time. So that is a great, you know, when brands are doing social media, you know, organic social media, YouTube, like I said, newsletters, anything like that, that's going to be hygiene, I'm sorry, hub, uh, hub content, which keeps them engaged and keeps them like super top of mind between purchases, right? U, maybe they purchase from you once a year. Well, you got to keep them redot during that 12 month month period, right, before that next purchase. So that's what your hub content is. And then hygiene content is one of my favorites. And it it gets really overlooked, but it's really powerful. I use it a lot in video. So, what what hygiene content is is people are on Google, people are on YouTube, people are on these different search engines and they're searching for things. And when they're searching for something like let's say let's say they're typing in, let's say you sell pet food. Well, your customers have pets. Maybe they're not looking for pet food, but they're looking for pet related things as well. So, you you as a pet food brand uh should have you should look at what are pet owners what are dog owners searching for. And maybe one of the things they're searching for is like, you know, how to uh you know, keep my dog uh healthy with exercise, like what what type how much exercise should my dog be getting? Whatever some random question. So then your pet food brand should have the video on YouTube about that question. Even though it has nothing to do with dog food and it's not even about um your products at all, you are serving your your customer base by giving them the information that they are wanting whether or not it has to do with your product. And that is your hygiene content. And when you when you and I go and search for stuff online, uh, random questions, the links and the videos that come up are a lot of times made by companies that are doing this exact thing, right? And then we suddenly we find ourselves on on this company's website and we're like, well, what is this company? And all of a sudden you're getting exposed to that company. So, it's a great way to funnel the traffic that you want. So in a way sponsored brands videos on Amazon could be a form of hygiene content in the sense that people are searching for something. People are typing in an Amazon keyword and your video ad can sort of intercept that search intent and deliver them value. Um obviously they might be searching directly for a product in which case you're like here's the product. A lot of times um it's like with your keyword strategy, people could just be typing in fun kids activity or like fun birthday ideas or something and then like your product is almost like the inspiration and things like that. So you're kind of hygiene content is a way to like intercept the traffic from your uh your customer. So, hub, hero, hygiene, I think, is a powerful uh a powerful combination and most most brands are not doing all three as well as they could. And I think that um that's a good way to frame it from a marketing standpoint. Uh yeah, so there's other things there's other rabbit trails I could go on, but is there a difference then between a video that I have you guys create for my Shopify site versus Amazon? Is there a different psychology in the buyer? because different they're in different places in the funnel or there different places uh so should there should I be using a different video uh if if I'm doing Shopify and uh Amazon 100%. So, so Shopify. So, the biggest difference, so, so the if the question is like once they're on your Shopify store, there's like a video there, right? Yeah. Versus Amazon. So, so what I would say is once I would say the listing page video on Amazon and on Shopify, probably not much difference there. Um, I think that once once a customer has opted in and clicked all the way through to your listing page, I don't think there's a huge fundamental difference between what an Amazon PDP video needs to be and what a a Shopify like listing page video needs to be. I think both of those videos are doing the same thing, which is they have opted in. They've clicked all the way to your page. Of all the things they could have clicked on, there they are. They're on your page. They're they're this close to making a purchase. they they essentially want your product to be the one. You know what I mean? Like they're they're trying to shop. They're trying to find something. So, by the time they've clicked on a listing page, what that PDP video needs to what that listing page video should do is just it's like, why are they just going to the buy box? They opted all the way into the to the page, right? Why aren't they just buying? Well, there must be something that they need to validate about the product. either a fact about the product, a compatibility thing about the product, an emotional connection to the product, like there's something that that video needs to do to to get them all the way to the buy box cuz they're that close a lot of times. And it depends on the product what it is. Um, you know, there's funny. So, uh, just to go down the rabbit hole a little deeper here, there's something that we we uh have kind of formulated which is like the product utility spectrum. Okay? So, you have on one end you have a very low utility product. Um, and which uh so I have this um this like bonsai tree. It's like a fake bonsai tree. This product has literally zero utility, but I but for some reason I spent like 60 bucks on it. Um so so that product, so the video about that product, I don't need to know what what it's made of. I don't need to know like about like this. That's not a features benefits purchase, right? That's like a low utility. It just needs to like, wow, this is a cool looking bonsai tree thing. So like a lot of products are like that where it's like what that video needs to do is just incite desire for the product. It just needs to make you want the product like show it off in cool settings. Show some, you know, show show you someone working at their desk and there's this like pretty bonsai tree next to them. So on the high end, you have like like a socket wrench set or something, right? Where you have it's it's it's 100% a need product. Um it's something you need. It needs to do a job. What someone needs to do to go to the buy box for that product is to understand every piece that like say everything there is to say about the product. Every piece that's in the box, all the different sizes, like the it's durable, it's the the carrying case is convenient, whatever. Like it's that they they need all their questions answered about that product to to to go to the buy box. So, I think um that's what I think a good listing page video does. You don't really have to like hook them so much at the beginning. You don't really have to like be super entertaining about that video. You just have to be really really informational and clear and efficient um at that stage. Uh whereas I think a sponsored brand's video ad for example um is is a whole different thing where that is like there's a they're they're typing in a keyword um and they are ready to buy like intent is 10 out of 10. that video just needs to mainly appeal to that keyword search and be like you found the one that you were looking for, you know, here it is kind of thing. So, what what about talking about the hook uh for from an advertising point of view for advertising videos and the six-cond story uh you know that a lot of people say. Can you talk about that a little bit? Yeah, the sixsecond story. Um so, is that like a is that for like the ads like sponsored brands video ads? Yeah. Yeah, exactly. Yeah. Yeah. Um, so ads or wherever. Yeah. More top of funnel advertising. Yeah. I think that, you know, the model that I uh that I like to use for for that is you you hook them with eye candy. So in the first like one second, if if it's a top ofunnel video, that means they're not searching for anything. They're trying to watch a show or they're doing whatever and this ad comes up. So, usually what I like to say is the the first one second needs to kind of appeal to their subconscious brain because they don't want anything yet, right? They're not they don't want what you're selling. They're they're they want to watch something else probably um in that moment. And so, psychologically, it's like that split second opening of the video needs to like appeal to their caveman brain or whatever. Like so that's things like we there's like a bunch of tried and true things. So it could be like human eyes, right? Like that's a very, you know, strong hook. Delicious food, cute babies, cute dogs, um you know, beautiful landscapes, uh some sort of action, like a shot that really grabs your your subconscious brain as the very very opening shot. Then then their conscious brain is coming online and going, "Why am I watching this? What is this?" And then so in like seconds 2 3 4 you need to like really you know uh you have their attention now is to be like what is this product? What's the point? Why is it relevant to you? And then at the end is just like an invitation to click to learn more. So it's like you don't need to educate them all about the product but you need to make it clear what it is and then there's that invitation to click through and learn more. And I think that's probably about as optimal as a top ofunnel video gets as opposed to trying to give them all this information that they they're not ready for. It's just like um hit them with a onew punch uh and and uh you know whatever that call to action is after that if it's clicking or if it's a QR code or whatever. But um that's kind of like I think a lot of times top ofunnel videos brands lose people by saying too much. Um that's that's what I've noticed. So what what makes a good testimonial video or a good even taking it one step further a good VSSL? Yeah. Okay. So So yeah, and those are definitely I can talk about each of those. So um I think I think with a testimonial video um and those are going to be good like middle those are like good midfunnel videos, right? So after they've opted in, I think that a VSS VSSL I think that um it's an opportunity to really humanize your brand. So I think that like having like we have these on our on our website where it's like right now it's me or whatever, but we've had other people do them. But like I think um humanizing the brand just having someone there like having whether it's you or someone in your company like someone just explaining uh the product that that you have and and and like being authentic not sounding salesy sounding like cuz behind every company there's like a very passionate founder or there's a very passionate team of people and I think that's a great opportunity as to to kind of speak to what your product is why it's special, why you're passionate about it. And I think people really respond to that. I think people respond to not just like this faceless brand, but like I think the VSSL is a great opportunity for like a human being. Like if it's your company, if it's your product, like every single like every single Amazon seller, brand, you know, owner or whatever that I've ever talked to is like obnoxiously passionate about their product and what it does. And that's one of the fun, that's like one of my favorite parts about working with e-commerce sellers is someone will have some product that like you and I might, you know, just never really dig into, but they're like they sell, you know, they sell uh towels, right? They sell they sell these towels and they're the softest towels and they're they're the like everything you could care about about a towel like this per like, you know, a client just they just love their product and they're so passionate about it and that is like irresistible. I feel like for um for a seller who's interested in buying a towel, right, hearing that per so that's how I would do a video sales letter is just like capture your passion for your product in a bottle with that um you know putting the structure of it aside or whatever. I think that that's like really powerful. And then for the testimonial video, I would say that's even lower funnel probably um than the VSSL I would say. I don't know, maybe people disagree with with that, but I would say I would say um testimonial video kind of lower middle funnel, you know, like you're convinced, you're interested, and you're like, "Yeah, but is it as good as they say?" And then boom, you're hearing from a bunch of other customers that are all are all saying that the product was great. I use it every day, changed my life, whatever. So, that that's like a really strong kind of lower middle funnel uh uh thing with your testimonials. And I think um yeah, testimonial videos can be easy to get. Just have people submit videos, you know, um get your actual customer like if you don't have a lot of testimonial content right now, like just give them some free product for and then in exchange for, you know, a uh submitting a video or something. Yeah. There's lots of tools like.io and a whole bunch of them out there. Exactly. Grab those. Um what what makes a good test? Is there a way that you you guys have you developed a system or a set of questions that gets the people to say what you want them to say from in their words but not sound scripted or not sound uh corny? Uh, do you have a do you have a process to cuz testimonials two different people can be I've noticed this in a lot of my stuff cuz if I if I do the questioning for a testimonial one of my events to um it's a whole different testimonial than if uh I have my video guy ask those even sometimes those same if I write down here's the questions answer. Yeah. It's just not it's not the same because they don't know how to play off of something or to go off of something. They just have a list of questions. So what do you what but testimonials can be super powerful. Those are basically your five star reviews in the video world. So what totally do you have any any tips or suggestions on how to get the most out of those? Yeah, I think I think that like what makes an effective testimonial video, one of the first things is like you you you connect with the person talking like so um like I've got two little kids or whatever, you know, like three and seven. So if I was going to buy a product for them and I was hearing it from someone who's like, "So I have two kids." They're like three and six, three and I'd be like, "Oh, I'm just like this person." Like they know exactly my life, right? So when they say how great the product is, I care because I know that they are just like me and have my exact kind of circumstance in life. So I think that's like the first good step of a testimonial video is like they need to they they don't just be like, "Hi, I'm Bob and I bought this product. I like they should spend the beginning kind of like laying out a little bit of a context of like telling us about their life in a way that resonates with who you know your customer is so that they feel like they're listening to someone just like them. So I think step one is like making sure that the viewer feels connected to to the person talking. And so I think like hey tell us about and so that looks super different for every product, right? So like what would that customer have to say in the opener to be really relatable to the customer you want to be watching it. So that so um then I would go into like the problem like what was kind of the issue or the thing they wanted to solve for with that product and then move into the solution. Hit them with a few features and benefits and what they liked about it. Um, I also think that there's uh there's actually kind of a um a subtlety here that I I don't know if everybody cares about, but when I when I'm on when I'm watching a a testimonial, I I I I think sometimes it's authentic. So, in other words, you don't want the person to be overly uh whatever like overly enthusiastic to that no one would reasonably be about a product. Like I think you want people to just be real about it. Like yeah, I like this product. Like it does what it did the thing I hoped it would do. Like I don't think I think a lot of times I see testimony and like I see this with influencer stuff a lot where it's like it's it feels fake. It feels forced, right? So you don't you don't want to pressure in my opinion and we you could like split test this, right? I think if you I personally think if you were going to split test like a really authentic video where the person is like moderately enthusiastic about the product like like you would be if if it was like you know if I bought a teapot or something right like you know as opposed to like a really forced kind of influencer style video about how this teapot like completely changed their life. It's like I think um yeah I think it's okay to to try more more authentic more grounded testimonials um that uh cuz people can really smell authenticity. That's what like no matter who you are like you can really smell authenticity in a in a piece of content. So anyway, um that's is one of the other things I see a lot is brands trying to force a certain kind of uh testimonial content or influencer content. And um I don't know. I mean we I guess the data would show what's more effective, but I think I know what works on me, which is more of uh a a much more balanced, grounded testimonial than like a super over-the-top thing. So um yeah, those are my thoughts, I guess. Yeah, I think a lot of people try to be on video, whether it's testimonial or they're hosting something or they're doing a product, they're an influencer, they try to be someone they're not. Back to that authenticity, they they're like, "Well, I need to be like uh Mr. Beast in my videos." So, they try to they try to imitate and that's not their personality. That's not their true character. There's a there's a woman named McCall Jones that she spoke at one of my events and she does a whole training on called called attractive character and she says there's like 51 different prototypes or something like that of of characters and you need to figure out what you are and she uses references to like celebrities like okay here's Rob Low he's this type here's uh Tom Cruz he's this type so if you're not that type don't try to mimic them try to be yourself you're more like I don't know Chris Rock or whatever whatever it and figure that out and you're going to explode your the effectiveness of your video and of of everything that you're doing. It's it's a really good uh she she was on an earlier episode about a year ago if anybody listening wants to go back and uh check that out. I think it was like February of 20 24 is when her episode came out, but it's it's it's uh really really good. So So walk me through the process of actually someone comes to you and like, "Hey, I need a video for my Amazon product." Yeah. What what's what's what am I looking at from a I'm just I'm not a big seller. I'm not one of these guys that has 150 uh brands. I need I got three or four SKs. Uh and I'm like I I need to I need to up my game on the video because this iPhone stuff of me shooting it just ain't cutting it anymore. Um yeah, what what walk me through the process? Yeah. First of all, by the way, I love that that 51 uh character. I'm going have to look into that. I love that concept. Um, yeah. So, okay. So, a a brand comes to us and says, "Hey," usually what they say is, "Hey, we have products. We need videos." And that's kind of all they know. And so, I usually say, "Well, like what you know, if an Amazon seller comes to us and says, "We need videos." There's the the lowest hanging fruit is, "Do you do you have a listing page video?" Like if they don't have a listing page video, Amazon says that just having a listing page, and I think this is 100% true, and I people tell us this all the time, like if you have a listing page video, Amazon says it it boosts your conversions by 9.7%. Like that's massive um just by having one. A lot of products don't have one, you know, um or they don't have a very good one. So um have a great listing page video that is worthy of your products and and your brand. Shortly after that would be a sponsored brands video ad. I I'm a huge proponent of those ads. I think that we like we see huge performance with those all the time. So I say those two videos first of all like identify what videos we need, right? I think sponsored brands video ad, listing page video that is like the our bread and butter that we do and kind we do kind of a combo. So the listing page video is like the full length thing and then the sponsored brands video is almost like the little teaser trailer for that longer video, right? um that kind of has long a longer video typically I think. So it depends how much there is to say about the product. So usually between like 30 and 90 seconds. So um some products there's a lot to say, right? Like if you were going to say everything about this product, um you know, a good example would be um we, you know, there's there's there's a product like like mobility products like a like like a wheelchair or a walker or a or a you know different um things where there's just a lot of features and functionality, different fitness products, uh things like that. So there's really not much of a time limit on your on your listing page video. So, I I wouldn't worry about how long your listing page video is. I would just make sure it's thorough and like comprehensive. Um, your sponsored brands video ad, actually, we I would say short, like 15 seconds max, which I know sounds very short. What we found is a video that kind of is designed to loop. So, the anatomy is boom, hook him with the I hook him with the subconscious eye candy like we talked about. Step two, clearly present the product with text on screen that is and actually in the opening shot actually I would include text on screen that is very relevant to the search intent even like longtail keywords which I could go into but um really big text on screen in that opening shot. show the product, hit them with the features and benefits product hero shot loop um is something that is kind of designed to so the viewer is actually likely to maybe watch it through to the end and see that loop. Something about that tells the viewer this is all you're going to get. You got to click through to the listing page to learn all all about it. So it feels more like an invitation. It's a little teaser trailer. It's a little boom boom boom repeat that gets them to to take an action and click. If you give the whole thing away in the ad, they go, "Oh, okay. I get it." And sc move on, you know? So, you kind of withhold some stuff, I think, in the in the ad a little bit. And so, so, so then, okay, so I I come to you and say, "Hey, I got some products. I need some videos." Uh, and you're like, "Okay, yeah. You don't have we're going to do you figure out that we're going to do these two for you. What happens next? Do I send you the product? Do do you have people that write a script and I approve it or do I give you some suggestions or you interviewing customers to get feedback? What what's the Yeah, sorry for you. I kind of forgot the question there along the way. So So uh yeah, right. The So first step we identify what videos we want. Step two, um we they would we would do a mastermind uh process. So our our video fresh mastermind gives us all the information we need to know to write all the scripts for all the products. So we learn all about the features and benefits, all about misconceptions about the product, competition, whatever else. This is a question. This is a survey or question there. Yeah, it's kind of like a conversation. Um there's a lot of nuance that comes out of the conversation. We we we probe a lot um to understand as much as we can. So usually this with a human or with an AI? It was with a human. This is like just like this like on a call. Yeah. Okay. Okay. So, it's like a Zoom call or something. Okay. Like a Zoom call. Um and we use AI in our in our process um as well uh in in a few key places for sure. So, um then we write all the scripts for all the deliverables. So, the way that most projects go, so so a lot of who we work with is going to be a brand that's doing over a million a year on Amazon. A lot of our brands do over a few million a year on Amazon. Um and so or or just across the brand. I guess it doesn't have to all be on Amazon, but um in total, right? And so a lot of times what we're doing is we're batching products. So if we're doing a live production day, um spoiler alert, I feel like Generative AI AI is here. It's very impressive. It does a lot of stuff. Live production is still here for now. It's not generative AI is not replacing uh live video production just yet, but it is able to do a lot of things which we'll talk about. So for now, a lot of what we're doing is still batching um uh you know products together. So maybe in one filming day like you were saying earlier, we do the exact same thing. It's like maybe seven or eight products in a day, right? So, a lot of times what what what our package would normally look like to get the lowest cost per video would be do a filming day and just load it up with products and get all the ingredients that we need in that filming day to make all the different recipes, right? To make to make your sponsor brands video ads, your listing page videos, maybe a top offunnel DSP ad, maybe some A+ content, um you know, premium A+ content. You've also got like storefront videos. So like we'll try to really like be generous with that deliverables list. So we'll write all the scripts for everything that we plan to do um as that next step. And then we do a casting process. If there's locations, we book we we source locations um props, wardrobe, whatever's going on um with the project. And then so it's usually about a 3 week a 3 week process leading up to the shoot of us kind of preparing for the day. Then you have the filming day. And then uh on the filming day, we actually send like a live feed out of the camera so the person could sit there and like watch every shot as it's being filmed, give real-time feedback. We're we're like very collaborative. Um that step is huge for us to like kind of always nail what what they're trying to do. So that's good. It's really good. And then a lot of clients like fly out to us from all around the country, which is always super fun. So um Chicago, right? Uh we're LA. Oh, LA. LA. Okay. LA. Yeah. Yeah. So we have clients. We're in a Pasadena area, which is a kind of a cool cool area of LA. So, um, so we have, uh, clients fly flying out to us all the time, too, which I'm always kind of surprised how many will get on a plane. And maybe people just like, you know, they just want to go they just think that I'm going to Hollywood now. I'm going to California to shoot my video for my my towels. Uh, this is going to be amazing. Exactly. And it's so fun. Like, we love it when people My little babies going on on TV. I know. It's Exactly. Yeah. It's so fun to have uh clients come out because it it's very collaborative. We have just like so many great relationships with so many clients in every category. So when they come out, that's great. They also um if they don't come out, we're we're still we love to have real-time feedback throughout the whole filming day. And then on the back end, um it's usually about 3 weeks, maybe four weeks, depending on how many videos they have. We kind of roll the videos out. We kind of edit them as uh in whatever order they they want. But um and we can like expedite that too. So anyway, that's like that's the whole process. And I kind of skipped over a big piece of this, which is um a lot of the content strategy that we do when we write the scripts. And so one of the things we do for the sponsored brands video ads, for example, sometimes we'll make multiple videos for one product. Like we'll make multiple sponsor brands video ads for one product, and we see a huge lift in uh in clickthroughs and conversions with this. So the way the the way we do that is every product has longtail keywords and those long if someone's typing in black foldable leather duffel bag, right? There's a lot in if someone's going through the trouble to type in I want a black foldable leather or let's just take one of those. I want a foldable duffel bag, right? So um whatever it folds and it rolls up and it whatever I don't know. Um, so if someone's typing that in, they will only click on a link. They will only click on a search result that clearly demonstrates the foldability of it. So, um, in a lot of cases, you have a product where when you type in that kind of keyword, your competition, all the results that are going to come up are not really going to do a great job demonstrating it's foldable. Well, then your video, if you run a sponsored brands video ad and that opening shot is showing folding, folding, you're going to earn that click because you your video has an edge over all the other search results. Now, so what we like to do is is deep dive into their keywords that have the highest impressions and what are those keyword categories where if we made the right video, we would have like an unfair advantage with that category, right? So u with that with that longtail keyword category. So we've played this game with all kinds of different products and they always see a huge uh improvement in clickthroughs. So um so we use AI we we we have a custom GPT that helps us like analyze those categories and find those opportunities too. But that's that's like a fun little little uh strategy that I don't see I I I haven't run across a lot of other people doing. Maybe they are but that's something that we've we've kind of uh developed over the years. So well now with Amazon with Roffus and with Cosmo and stuff, they're actually analyzing the videos that you post on Amazon for actually content and actually classifying it. So, if I'm I don't know if I'm doing a tow the towels example you gave and one of my top keywords is um I don't know beach towel uh that I'm trying to go after and I maybe I have that in my listing somewhere but I I which will give me some relevance but if I don't show in the video if the video is not showing someone on the beach on a towel it's just showing them in the bathroom it's actually it's actually going to actually penalize me a lot in the rankings because AI is taking a look and trying to to figure out it's almost like OCR in the video. Um and like what what's in the video and actually actually then will that will have some relevance on what how you appear and how you rank and how you're recommended especially going forward with as AI search becomes more of the the the way people searches versus keywords. So video is becoming even more important uh than than ever before and and also making sure there's no confusion in the video. So that if it's, you know, this the towel for some reason, let's let's say you're uh the towel is a it's for a Fourth of July towel and it's decorated, you know, as a it's a flag of the United States. Um uh you know, as a towel and someone wants to go to the beach for a picnic and sit on a fourth of a US flag looking towel. Well, how the AI you have to make sure that you position it and you frame it such a way and the AI and the verbiage make sure that's clear that this is not a flag that you hang on on a pole that this is actually a flag uh you know it's a flag design towel. So there's a lot of little idiosyncrasies that are coming um that some are already here but that that can make a huge difference uh in in ranking and in relevance uh in this new AI AI world. Interesting. Yeah, I I' I've heard that as well that that um it's going to really start analyzing video content and that's yet another way for the algorithm to validate uh what your product is and what it should be ranking for. And I think that's so important intended intended use. I mean, so it's they're they're looking for intended use type of stuff. And video is a perfect place to actually show in a story format or a visual format versus just a single frame of of a still. What is the intended use of this? Interesting. Yeah. And I think that like you said, the a the AI algorithm is is such a huge component of um of the future for sellers and understanding what that algorithm is going to do to their to their ranking. And um yeah, it's uh that's such a good a good reminder. And of course it's always been doing that I think with photos as well on on recent it hasn't in the last year or two they started really doing that. It started with photos and now now it's going over into video but let's talk about the AI stuff. So a lot of people are like why do I need to pay you five or 10 grand or even more in some cases if it's a big production to do this. And I I can just uh go online and you know last uh last summer uh tools like V3 came out and you know there's lot it seems like every day there's a new tool. I mean we're recording this podcast matter if I we publish it tomorrow there's probably a new tool that comes out if we talk about a tool now. So um where are we going with this AI? You know you had uh what's uh Tyler Perry I think it was that was going to build some $70 million production studio or 700 million. is is expensive outside of Atlanta and when all this AI stuff and this is before it's was getting good. Um he he was like the heck with that. Well, I don't need to do that. I'll just be able to do it uh do it with AI. The AI right now cannot do as of now it cannot do feature length films. Uh but it can do shorts you know the number of how long you start you can do a 3se secondond little video and then there's a 5second then there's a 10-second then it's a you know that keeps keeps going up and some people are doing that and then stringing them together to make like a 5minute video or something. Yeah. But in five years I think it's Sam Alman recently said in in 5 years you'll be or less you'll be able to do feature length films with all the special effects and everything all in AI sitting at your desk in a matter of hours off of a off of a prompt. um what how does this affect I people are always say well all the video guys all the photographers are going to be out of business and I was like well I don't know about that uh because actually a lot of these creative people see this as a as a blessing because they know how they know what an f-stop is how to frame something they know how to tell a story they know how to uh uh set a scene they know what a medium shot is a wide shot and a close-up they know all these different things and and they prompt that to actually get it exactly the way and they're just like, "This is amazing. I don't have to go spend all day and find a location, do all this stuff versus you, idiot seller that's just trying to type in something, make me a video for my product. Here it is." You're going to get garbage versus you guys that know what you're doing. So, I I see it is it I see it as being more of a accelerator for you guys to be able to knock out more videos and better videos faster versus necessarily taking jobs. I mean, you know, a few people might lose their job here or there, but they'll adapt and they'll they'll retrain on something else or or whatever. But where do you see this this going? Yeah, I love this and I'm about to drop a ton of my thoughts and via content about this because um I have so so many thoughts about it, but um we've been first of all we're in that camp that sees it as uh a huge opportunity because uh for a couple reasons, but number one uh we've been delivering uh generative AI videos for about 18 months to clients. So we we we were doing this before it was cool. We were doing this before any actually I'm sorry about 2 years now uh cuz it's cuz it's October. Um and so and so um we've been delivering this stuff uh people didn't know what it was. We're like oh we can do this with generative AI. They're like what? And we were we were able to do now it was very limited especially back then but um it's getting better all the time. There's so many nuances like you said this right now we're in a hype cycle where people are seeing a lot of generative AI clips circulating on LinkedIn and YouTube and social media and so a lot of people are thinking oh now it's easy and free to make AI videos it's not uh the amount of human labor that it takes this this is the irony right the amount of human labor that is actually involved to craft AI videos right now um there are many cases where it is simply still cheaper to pull out a camera and pull out a light and film your product. Uh and and a lot of pe people might be shocked to hear that, but we are delivering AI videos right now. Depending on the needs of your video to one of AI's biggest weakness is control. So you the more control you need over your shot, the more the more spec and if there's one thing that our clients care about, it's extreme control over details, right, of our products. So um if you have a product that needs that needs that has features and functionality and details, um here's a great example is like the towels video, right? um a tow a towel company like the texture. This client cares about the texture of the towel. They care about, you know, showing the exact patterns and the intricacies of this towel. Uh generative AI is not going to be able to just create that out of thin air. You're effectively going to have to go capture your product the way it really is, load it into AI anyway. By that point, you may as well just kind of film a video about it. Now, I would say that um the short answer is AI is going to be able to do more and more and more. We're going to stay at the cutting edge of it. I think that the amount of labor that sometime cuz remember you were saying 500 bucks a video. That's actually pretty easy to achieve with a full filming day, 500 bucks a video with a with a real commercial quality detail- oriented video. 500 bucks is just like rough like that like from an AI standpoint because you have to craft each and every shot one by one by you know through prompting through whatever else and if you've I have two kinds of clients clients who have never tried AI and they assume and they go well this is going to be easy like just just do it with AI the every one of my clients that have tried AI they they say the opposite they go they Oh yeah. It's like it can't do anything right. Like it never makes one shot that looks good. Like it it just hallucinates every two because that is what it does. When you actually get hands- on with these tools and try to try to have it do what you want with your products, um you will learn very quickly where that where the state of the art is. And um and so it's it's it's an interesting moment right now where it's has so much potential. Nobody wants it to be able Nobody wants it to be a replacement for uh production more than I do. Like I would love that because that would enable us to do so much more for our clients and helps us reach their goals. No weather delays, no models not showing up on set. Nobody trips over cables, right? Uh nobody uh you know we don't have to order uh lunch, right? I mean the the amount of logistics that as you know that goes into that goes into um live production right and and the amount of uh you know we got to we got we we got film permits right we have uh the amount of logistical location permits film permits model releases makeup catering it's it's absolutely pre-production u lighting I mean it's everything everything and and it's what we know it's what we've always done we we love it Um, at the end of the day, if this technology is here, we know we only have one choice, which is to lean into it. And so, um, what I would say about generative AI is, like I said, it doesn't it does not replace all kinds of videos right now. It's not ready to do that. The technology isn't capable. I do think what I'm seeing right now is a lot of AI videos are going to create kind of a race to the bottom. Uh, have you heard of the term like AI slop? It's kind of a So, so we're in this interesting moment right now where everyone is enamored with AI slop and I think that that is going to be temporary. I think that at the end of the day, AI is not going to be able to um there there is something missing from an AI video. So, I have a hot take, which is people might disagree with me. I'm about to I'm about to to have a point of view, right, on this. Um, my point of view is people actually don't want to watch AI videos. They want to watch good videos and if AI is going to make a good video, the viewer better have no idea that it's AI. And I think that I think once an AI video gets so good that you can't tell and therefore don't even wonder whether it's AI or not. I think AI has now crossed a threshold where it is ready for the real world. It's ready to make your videos, right? And so we have made videos with AI already that that people could not tell that it was AI. Um, and to me that's like the standard because I don't I think one at least for for me, I don't know about you, but when I'm watching a video and then I notice that it's AI, it throws me completely out of whatever takes takes that authenticity away. Yeah. Yeah. And I and you and I probably can tell. I mean, I can tell just cuz I come from the world on on editing like, "Okay, they just that that I'm watching just a TV show or I'm watching an ad like, oh, that that's a cover shot cuz this other thing messed up or it's out of sequence." Uh or or you just you just have that feeling. But there are tools now like um Mirage uh is one mirage.app that does some pretty amazing. You can do rap videos and stuff in there. It won't do the background. So, you either got to use stock footage stuff that you shot or use a different tool to actually generate like the background, but all the moving of the person. It's it's legit. Um, it won't do the long long form stuff, but it'll do all the audio and all the syncing. So, it's it's it's it's definitely uh coming along. And just on the nonvideo side, I one of my businesses, we publish wall calendars and it's a seasonal business. So, this time of year is when it's starting to kick up and I've been doing this for like 25 years and these wall calendars feature scannally clad women. Uh, and this year we decided we want to test the limits of AI uh with with with a calendar. So, we do 10 different titles. We print these in Korea um and and sell them on Amazon. And we decided to actually do one called pixel uh pixel perfect which is all AI generated. And we had to play with it to your point like okay would have been just easier to shoot this but maybe on this first one it would have been but now we have the process down and we created a calendar with 13 different uh images that you cannot tell. I mean this these are not women with six fingers and this is you know um we couldn't use chat GBT. We had to use some special stuff uh and come up with a system because you know of the amount of uh skin showing I guess you could say. Yeah. Um uh and it's it's mind-blowing how and we had we had to give it just like to your point earlier, give it uh reference stuff. So we uh Mark, my my partner and I uploaded a bunch of reference photos of hey, here's my style. Here's my thing. And and it's it's mind-blowing what it did. Um and just to see that if we're going to get to that point, we're still on the cusp right there of of that, but we're going to get to that point on video, I think. And I think one of the big advantages right now at least uh while while the technology is catching up to where we can create this authentic AI video is I think in testing. So in in your case like if you have a client coming to you and say hey we want to run a sponsored video ad I would use generative AI to actually create a 100 different ads uh you know 15-second ads all with a different positioning statement or a different thing run those on Meta or run those on Amazon or whatever for a few days or a week. Uh, and even if they do look a little janky or like you can tell that they're AI, you know, that's going to hurt your conversion a little bit, but at the end of the day, you're still going to get some data back and go, "Okay, these these five right here, we're definitely working better and getting better feedback. Now, let's go shoot this with real people." Uh, now we know which five are going to work and let's like double down on on these. So, when we do our shoot, these are the five we're going to do. I think there's major advantages in that. Right. Right. Second for for video. Yeah. I think that's an interesting strategy is just to like just just volume like just high volume and just just testing and I think AI does make that uh really convenient to do. Um yeah, it's like at the end of the day I I think getting the video made has never been where we've seen like our our main value as a at video. It's it's been in crafting the it's it's been in the content strategy to create a high performance ad and we actually are sitting on a ton of data for last you know we're sitting on thousands of videos of data that tell us what is more effective to do to do for different product categories. So the re So one of the temptation here's here's the flip side of that I would say is one of the temptations is a lot of brands are going to go wow now it's so easy to make videos so we're just going to like like you're saying throw in a prompt and make a video and throw it well well you're you're putting actual like ad spend behind that content and so it's it's like the content may be and of course if it's a sponsored brands video it's it's it's you know pay pay-per-click or whatever the case may be but the opportunity cost of throwing throwing videos on there that aren't optimal, right? That are that like there is an opportunity cost there. The temptation is going to be AI slop and and just throw it up, right? That that's going to be the temptation. And I think that AI can be wielded to in a high performance way. And I think that your competition is probably going to be throwing AI slop up there. What? It's actually there's there's an opportunity which is now it's probably going to be really easy to actually stand out from from that noise, right? Yeah. But I but you could still do that with the testing. You're just testing and then even if you get classified in with the slop, that's okay. And to to me as a seller cuz I'm figuring out what's going to work and then when I go hire you to do this right with your creative process and your writing and your systems, I see I know I'm I'm much better chance of having a winner that's going to convert. So yeah, the opportunity cost I may be giving up. If I go to you, well, I got to if I go to you, I'm looking at 3 to 6 weeks before I have something. Um, right. But I'd rather go to you with like I know these are what works. Now, let's do this. And and if it takes me an extra week or two cuz I put up some uh AI uh slop uh to test, I'm I'm fine with that. Um and and that that to me is a is an even improved process uh and a good use of AI. So AI is not a replacement. What's basically what you're saying right now? It's a great tool uh to help do achieve certain things, whether that's testing or to create two seconds of a 30 second video that's just really just you're basically your own uh industrial light and magic uh studio or something and creating your own little special effect or own little thing or fixing a word. Uh you know, if someone misspoke a word, they misspelled they misspoke your last name, you can like fix that with AI in the video. Um, yeah, those types of things are the more practical right now, but it's getting to the point down the road where it's going to be, I think, AI first and this is not now. This is a few years away still, but then then uh shooting second, I think. Uh, I think I think we're going to get there. Yeah. Yeah. No, I think so, too. And and VideoFresh is is kind of already moving that way. I would say we're we're we're uh we got videofresh.ai AI now uh for our domain. Um you know, we're we're we're kind of going all in right now in that direction. Um and and yeah, we we we've got some links we could share, whatever with kind of the latest the latest stuff. And I think um you're right, it's it's it's super exciting. It's a new it's a new tool set that's that's opening everything up. And I think that um I think that the the one thing I'll say is like because we're talking about you know like you said sponsored brands video ads like that that case right I think that your brand also and it depends if how big of a brand you are like we work with a lot of very established brands that have a brand voice they do brand storytelling they do TV ads they do DSP um so in those cases you know um it is it's really important to craft that content with a lot of heart and a lot of intentionality. And I think that AI is also getting great at doing that um in in in terms of being able to like have you know expressiveness and capture emotions. And so I think I see I see AI I I my my hot take here would be that um AI will be able to do more and more and I think it's it's going exponential. Um wielding that technology is not as easy as I think people think that haven't tried it. That's the one thing is like it may not it it's actually incredibly difficult to get AI to do anything specific if you don't really like you're saying I agree with you. If you don't really mind what you get and you just want to create like a hundred of just like all kinds of stuff, it's kind of amazing at that. It'll create eye candy over and over and over, even featuring your products and things like that. Um, I think once you need to craft a story and and you have some real specific de things you want to demonstrate about a product or um if you if you have a spec specific actions you need to do, I think that um there are some new really cool workflows that are coming out that almost allow you to like motion capture a performance and like replace elements. I think that's a very powerful workflow. That's the workflow we are uh in the process of developing right now is some interesting motion capture workflows that allow us to have a lot more control over that output. Um you know I think text to video I think that's not the way you know I think text to video is kind of um not the way to have control but I think it is a great way to your point to create a a large volume of stuff to test. So, it's like um yeah, it's it's such a fascinating uh moment right now. It's it's going to completely change everything about what I've done for the last, you know, since 2016. Um and and we're here for it because I think it's going to help sellers a lot. So, awesome. Well, Rob, if people want to reach out, want to get some ide uh get some uh estimates or talk to you guys about creating videos for their brand, what's the best way for them to do that? And yeah, they can uh go to videofresh.co. Um they can schedule a call. I think a good first step is just um yeah, looking through your products, looking through what videos you need. Um and uh yeah, we'll help you out. Uh whether it's generative AI or something or something, uh the oldfashioned way. Um you know, I think, uh we, you know, we'll be able to put together kind of like the highest value approach for you to to really get performance out of your videos. So, and you said you had a podcast, too. What's a podcast? Oh, yeah. Uh the E-commerce Pros podcast. You can see my little my little uh deal back there. Um, yeah. So, uh, been doing a lot of, uh, episodes over the years with, um, a lot of, uh, some some people you may recognize on there, too. So, um, yeah. Yeah. Well, this has been really fun. Um, it's been great. I appreciate you coming on. Yeah, we'll have to do do it again sometime. And, uh, yeah, really appreciate it. And, um, yeah, we'll have to, uh, keep in touch as all this all this tech, uh, continues to develop. It's really fun talking through all the the nuances. So, awesome. Well, thanks, Rob. Cool. All right. All right. Hey, thanks Kevin. Appreciate it. Thanks. If video is not a part of your marketing plan right now or part of your listing plan for Amazon, I think you need to take another look at it. Video is very important and there's ways to do it without breaking the bank. Whether you're going to try it with AI, uh, depending on the tools that are coming out, or you're going to go the real human way like with Rob, which I think is the best way still, or a combination of the two, which is what he's doing. So video uh is is important. He gave you some really good uh tips and strategies on how to actually think about and how to approach it. So now the ball is in your court. I hope it works for you. Uh because I know it's working for me. We'll be back again next week with another episode of the AM PM podcast. Until then, have a safe weekend.