From the Arsenal: Where you put the video matters.
Story Of The Day: Bob sent me a message over the weekend.
"Adding that video increased our conversion rate on our Skool page."
He had just added the all star testimonial we shot last year at his in-person retreat to the page where people opt in to join his community.
Me:
"Good to know the retreat video is increasing conversions."
Bob:
"Yeah, just adding the video took us from 2.2% to 2.5%...
It was the last thing in the slides on our page. I just made it the second now... hoping that brings it up to like 3%"
0.3% bump not bad.
I exchanged a few more messages before getting back to the weekend.
Then my phone dings again.
2.2% to 5.11%.
That got exponentially interesting.
A 16 by 9 higher end video we shot the year before.
Built around the people in the community.
Their transformations.
On Instagram it helped build some awareness.
(not a lot... some)
On this Skool page right before the seven-day trial,
It f*cking slays.
Same video.
Different spot.
Bob is already a wizard at marketing so it's not all just the video.
(Anyone that tells you a video by itself can move mountains in biz is delulu)
Bob knows how to get people lined up for the movie.
Once the right people are in their seats...
(Popcorn time)
Showing them the right story at the right decision point...
can change what happens next.
So often, I hear founders say their videos are not working.
But they gave it one shot.
(Remember compounding asset?)
Then called it a failure.
(Big economic failure)
Or maybe... just maybe...
You haven't found the right spot to let it shine.
Takeaways: The same video can do little in one spot and create buy-in
somewhere else.
How to Apply It Today:
- Find The Gap: Where in your funnel does video actually take on a real role?
-
Give Video A Job: Decide what someone needs at that point. More awareness? More proof? More trust before they buy?
-
Test The Placement: Before you film something new, try using an asset you already have somewhere else in the journey. The right place may surprise you.
Pro tip: Bad placement can make good video look weak. Before you pay for another video, test it one step closer to the real decision.
As promised: dialing in your video workflows 1% at a time.
That’s what we do inside the Arsenal.
If you're struggling with video... we should talk.
In your face TikTok!
-David
David Yang
Co-Founder & CCO
DenimStitch Creative
7486 La Jolla Blvd #1012, La Jolla, CA 92037
Take Your Video Team Further
If you are struggling with your video team, here are 4 ways we can help:
- Watch: Check out our [YouTube Shorts] featuring real conversations with founders managing their video workflow.
- Audit: Use our custom AI tool, the [Video Ops Analyzer], to instantly map out and audit your current creative bottlenecks.
- Live Training: Secure a spot at our next [Monthly Live Workshop] to collaborate with other operators and fix your video delivery pipeline.
- Immediate Help: Book a Video Pipeline Autopsy session with David to build an action plan to get out of video delivery today [Secure Your Slot].
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