Video Strategy, Brand Awareness, and Conversions for WordPress Product Creators

Christian Taylor:
Welcome to the new Upload Worthy series of the Content Sparks podcast. I am your host, Christian Taylor, and today I am joined by Adam Weeks. I met Adam at WordCamp US San Diego and I think that was 2022.

Adam Weeks:
Yeah, it’s been a minute.

Christian Taylor:
Yeah, we’ve been great friends ever since. So I can’t think of a better person to kick off this new series with me. Adam, do you want to share just a bit about what you do?

Adam Weeks:
Yeah, absolutely. Honored, Christian. Yeah, I have an agency, serious influence. Essentially I work with people like Christian, YouTube creators, content creators, for lack of a better term, influencers. Ooh, we can talk about that too. People who want to get in front of audiences. We really focus on WordPress a lot. Not the only, but. But we focus a lot on WordPress product companies and hosting companies that want to get in front of agencies, builders, people who use WordPress to make money online.

Christian Taylor:
So we do amazing. Well, I’m excited to dive deeper into that and talk about video creation. Before we jump into that, I think I should clarify. This is my first time hosting a podcast and doing an intro, so audience, please bear with me. But I didn’t really explain what the idea of this series is about. So Upload Worthy is going to focus on video and YouTube strategy. And we’re still dialing in exactly what this looks like, how much we’re going to focus on product marketing versus the mechanics of creating video for your brand. But if you are interested in content creation and you’re a product owner, entrepreneur, you work with a team that’s got a product. My hope is that you’ll get a lot of value out of this series on how to better strategize your video marketing and execute on it. So with that being said, my pressing question for you, Adam, is when does it make sense for brands to do video activations? I know you help your clients get press that could be text, it could be audio, it could be video, it could even be an in person activation. So when would a brand and want.

Adam Weeks:
To choose video Such a good question. And I think it goes back to this idea of you need to know what your goals are. So let’s take a step back, let’s paint a picture. You’re a product owner in this WordPress ecosystem and you’ve built something great and you’ve put it on the repository. There it is, look.

Christian Taylor:
It’s beautiful.

Adam Weeks:
People can use it and nobody’s using it. No one’s downloading it. You aren’t getting sales. All right, we know that we have to do marketing. What, where do we focus? And this is, it’s such a. It’s one of those answers of it depends. Because if you are, this is kind of a hobby thing. Yep. You put one on there. There’s not a lot on there. Well, you’re going to look for the things that are free. You’re going to look for those opportunities where you can just use some sweat equity, get on some podcasts such as this one, get your name out there, be at events, do those low hanging fruit type of activities. But hey, we’re getting some traction. We really got something here. Maybe you’ve got some investors that are excited to grow your business along with you. You’ve got some funding. This is where we have margin. And margin is where the good stuff happens. Margin is that where you have extra time, money and energy to do the good stuff of marketing. So we’ve painted a picture. We’ve got someone who, you’ve done the free stuff, you have done the basic bootstrapping and you’re ready to get the word out there. And now you have a marketing budget. So. Yeah. What do we do? Well, let’s break it down for a few different things. And this is what I like to talk about with my kind of my matrix of communication. Does that work for you?

Christian Taylor:
Yeah, absolutely.

Adam Weeks:
All right, so let’s jump into this idea, this matrix of communication, because this is a good way for you as the audience to think about, all right, I’ve got this product. What am I, how am I going to communicate with potential people who want to buy my product? If you want to. If you have facts that you need to share, that’s great for text, blog post facts and FAQ facts, those are really helpful. And let’s be nerds. And we’re going to measure this by data density. That’s kilobytes of information is going to be shared over text. If you want clarification, that’s where audio comes in. And Christian and I, you and I, we had this issue the other day. We were texting using kilobytes of information back and forth. And then I was like, you Know what? I just need to call Christian. So I called you, right? And we just needed that clarification. Podcasts are good for that. We’re going to share that in megabytes of information. That audio is really helpful for clarification. You know, sometimes two way conversation, a phone call, but you want your audience to gain an understanding of, of your product, of what you do. That’s where video comes in. And we’re going to use gigabytes oftentimes to share video files. And if you have a product that is somewhat complex and solves a specific niche, video is going to be your best, most efficient method for helping your audience to understand. And then last, but certainly not least, and actually the most terabytes of information happen in connection, and that’s going to be in person. That’s when you and I met. We first were talking and we made a connection. We have been friends ever since. And I think that is such an important part of your also your marketing strategy. So, yeah, that’s kind of my communication matrix. Yeah. What do you think?

Christian Taylor:
Yeah, it’s super helpful. Makes a lot of sense. So when you’re advising your clients on which activations to do, when is it a holistic picture where you say, let’s try to get some exposure in every category? Is it depending on their goals? You know, if they say, hey, we our product is misunderstood, do you then push them right to video? Or do you say, okay, let’s try to get some press everywhere across the board? Because some people are into reading, others are visual learners, others are auditory learners. So I’m just curious to get your thoughts there.

Adam Weeks:
It’s everything everywhere, all at the same time, honestly, is that we say that you need to be seen, your logo needs to be seen in a positive light seven to 17 times before someone makes a decision. If you think about your own buying practices, when you purchase something, how often have you seen a logo or seen an ad or something and then you went and bought it? The likelihood that you need that thing at the time of you seeing that ad or seeing that text or whatever it is, it’s very low. So it has to be repeated so that you are truly top of mind. So that’s what I would say, is that yes, do all of them. Where should you focus? If you have a more complex product that really requires some explanation, then video is where I would focus more of your attention.

Christian Taylor:
And within the realm of video, I’m sure you have the conversation with your clients all the time. Brand awareness versus conversions, how do you navigate that does the client normally know what they want? Do you have to walk them through what makes the most sense for their goals? That’s. I know that’s something that I struggle with as a creator, discussing with brands, you know, what do you want? And they’ll often say both, and that’s a frustrating answer.

Adam Weeks:
We don’t know that setting expectations is so important. So again, kind of giving that example of putting yourself in the shoes of your customer. What’s the likelihood of them buying? Clicking? I very rarely will watch a YouTube video and then click to buy it from there unless there’s a big deal and it’s a 20% off or there’s a really strong, compelling call to action. I’m usually not going to click on it. I’ll Google it later, you know, look it up later when I need that thing. Hopefully the hook that you kept in my mind as your audience, when I need that thing, you’re where I go to first. But yeah, it’s, it’s setting expectations, I would say is probably one of the most important parts of the relationship of the brand with the creator.

Christian Taylor:
So how do you find. Most brands choose to measure success? Are they looking at views, conversions, the amount of revenue they got relative to how much they spent? Because I know it is tough to track that sometimes. You never know if an impression leads to a sale, but maybe because the viewer didn’t click the link, it doesn’t get tracked. What do you, what trends are you seeing with how brands are looking at this?

Adam Weeks:
So we truly have calculators out there where people will take. And there’s a calculation that I’ve been using with one of our clients where they will take a YouTube creator and they will look at all of their videos and they will remove the top three highest performing videos, remove those as outliers, and then use a calculation to take up how many videos by how many views there are. And that will give you kind of a, an idea for what you can expect. Again, it’s good guessing because maybe your video will go viral and it won’t apply. Christian, you were telling me about a time where you had a video that didn’t do real well. And like two years later, what happened on that?

Christian Taylor:
Yeah, so I, I had a video collaborated with a brand, and it either got like 500 or a thousand views. It was underperforming for what’s normal on my channel and just died out. And I followed up with the brand, said, hey, do you want to discuss another partnership, a new campaign? And they said, hey, sorry, but we just didn’t get the ROI we were looking for. We had hoped it would get more views. So we’re not going to be able to work together for now. So, you know, as a younger creator, I was just crushed. I was. It’s a hard place to be because I want the brands to be happy, but I also have this perspective of, wow, I put so much work into that and I can’t force anyone to watch it. So that’s a tough spot to be. But it was curious because about a year later, all of a sudden the video started printing views. Wow. And now it’s well over a hundred thousand views. It’s one of the top viewed videos on my channel. I’ve had that happen a second time too, with a different brand, same exact scenario posted. The video didn’t do great with views. The brand said, hey, sorry, we didn’t get an ROI. And now that video has over 200,000 views and is actually as of today the top performing video on my channel in last 48 hours. Real time views. So, like all the videos that are currently getting views now, that one is performing the best.

Adam Weeks:
Wow. Yeah. And I think that those are repeated stories that you are, I’m sure not alone as a content creator that those are going to happen. And if you are a brand that you are looking to, you know, start doing this, have reasonable expectations that nobody controls this. The YouTube algorithm is fickle. Yes. And we don’t know what YouTube is going to do or TikTok or any of these things. And that’s the trick of it. The main way that I would say that people are accurately judging the success isn’t going to necessarily be on click throughs or specific, oh, we bought this. But I would say views are going to be the best way. Impressions are what’s important because there’s two parts to this is that the creator can go out and say, hey, there’s this incredible product. You watch this video. But then when they go to the website and the website doesn’t convert, it’s not the fault of the creator. Like your website has to do the conversion at that point, right?

Christian Taylor:
Absolutely. Yeah. And that’s a complicated issue to troubleshoot sometimes because there could be a mismatch between the messaging that the creator gave and the product. So you could have the same exact landing page and you could change the messaging of how you talk about it and potentially see a different conversion rate. Or maybe the landing page itself is just objectively bad and it’s got like contrast issues or it’s slow to load or there’s some obvious thing going on there.

Adam Weeks:
Yeah, yeah. There’s so many. We’re dealing with people and the variables are infinite versus yeah. That the product was oversold. It didn’t do. Or I heard about it here, but then somebody else that I’ve worked with has been saying that it’s not good or There’s a competing YouTube video that is basically counterweight to that video and pushing people to another product. So yeah, lots and lots of variables. Anybody who says that they can guarantee you anything, they’re lying.

Christian Taylor:
Yes. Or they’re probably buying views.

Adam Weeks:
Or they’re buying views. Yeah. And that’s another thing. And even, you know, we talk about this we were before is I saw a video on YouTube. It was great. Like no, you saw an ad on YouTube because they paid YouTube directly to play that video before the creator’s video.

Christian Taylor:
And there’s nothing wrong with that. YouTube ads are a great way to get exposure. But then you can also back in the day it was like a sketchy third party way where you could buy views from bots and they would click it and you could still do that. But honestly there’s no reason to even if you wanted your video to just have a lot of views for vanity reasons. YouTube offers that directly. Now they, it’s not a one for one, like you’re buying 50,000 views for this price. But yeah, they have a new promote button similar to what you see on Facebook or Instagram, that concept of boosting a post. YouTube offers that as well. Now unfortunately I’ve tried a couple experiments with it and I’ve only found very low quality traffic. So you’ll get the views, but it’s probably going to be the wrong type of target impression who’s never going to convert. Your attention’s going to sink. So it effectively is buying views, but just officially through YouTube. You won’t get in trouble for it, but you probably won’t get much out of it other than hey look, my video says 50,000 views on it.

Adam Weeks:
And I think it’s a really good point is that if you’re selling water and something that everybody needs, then a lot of views, regardless of who it is, is going to be valuable. But if you are a product owner in WordPress and you need people to agencies, that’s a pretty niche group of people. And you’re not going to see hundreds of thousands of views very often. It’s. There’s just not that many people out there. And it’s fine if my mom sees your video, but she’s not the view you want.

Christian Taylor:
Yeah, I think that is really important to emphasize is niche audiences tend to be more valuable, but they’re also smaller. So a video getting 5,000 views or 10,000 views in the SaaS field could be amazing depending on your lifetime value, number of conversions. That could be a very advantageous campaign where you may think, oh, I want this video to have a hundred thousand views. But what I found is the content that will get more views attracts a broader audience and they’re not willing to spend money in the way that the small niche audience would. So I’ve got this browser comparison series on my channel like Chrome versus Firefox or all the different combinations you could think of. They print views every single time. But an audience who’s researching which web browser to use. All the browsers are free. They’re likely not willing to open their wallets and buy something. Especially being cold pitched, hey, check out this software. It’s like, no, I only care about the browser. So that could be a good opportunity for brand awareness, those broader topics. But you can’t expect to get conversions from that. So going in with the right expectations, knowing content that is designed around conversions is going to get less views but attract the right type of person. Content around brand awareness is going to get more views. Probably not people willing to convert, but the strategy there of course is just getting your brand in front of them as many times as possible. And hopefully in the future they’ll either organically think of your brand when they need it, or maybe the seventh time they see the ad they finally go, okay, I’m going to go check this out. And they convert.

Adam Weeks:
Yeah, no, I think that numbers and the right views is important. Again, the view counter doesn’t click. If you know, the person who is the head of a major agency watches or some kid watches like that isn’t doing this. It doesn’t know. So again, views is still. It’s a metric. It’s helpful, but it’s not telling the whole story. And to add to that, you and I were recently at press conf and what, 140 people there?

Christian Taylor:
Yeah, something like that.

Adam Weeks:
Being on that stage, in that room, super valuable because you had C level people there of large corporate, you know, who are, who have big spending, power, ability. Those are important people, influential to people to be in front of. But if you have a video like, Yeah, I got 140 views, it wasn’t that big. But what if it’s those 140 people? That’s amazing.

Christian Taylor:
Exactly. Yeah, absolutely.

Adam Weeks:
So I would say that, yeah, over time, though, that this needs understanding that you are in a niche category. You’re not getting Mr. Beast type of views. You’re not getting hundreds of thousands of millions of, you know, that’s just not. Nor should that be your goal because you can pay for it. YouTube will be happy to take your money and we’ll give you all the views you want. But does that convert to specifically your audience? And let me add to that a little bit with the person that taught you how to build a website. That person’s opinion and recommendation is valuable. And so you, Christian, you have taught people how to build websites. You taught them how to think about making money online. And if you make an authentic recommendation, this is also something I want brands to understand, is that it doesn’t do you any service to demand of a creator such as Christian here to say all these great things that they don’t believe, like it has to be authentic or the audience will run away.

Christian Taylor:
Yeah, that is so true. And that’s something that I’m, I’m just now really shifting my strategy on and only working with brands who get that concept because I’ve done the sponsor campaigns in the past where the brands are really particular about messaging and you can’t say anything negative, which that’s a weird thing for a brand to grasp. I acknowledge that. The fact that, wait a minute, we’re paying you money to help us and you’re saying something negative about our product. But I will argue that’s important to build trust because there’s rarely a product that is 100% perfect. So if you’re not talking about negatives ever, the red flags go off in the audience’s head. They’re, you know, oh, this person’s selling out.

Adam Weeks:
Yeah, exactly.

Christian Taylor:
They’re not, they’re not telling us the flaws. There’s always flaws.

Adam Weeks:
Yeah. And even if it’s not like flaws, as much as there is no product, maybe besides water, that’s for everybody all the time. Right. I think that’s something that you do well, is that you will define who this is for. You know, if it’s a hosting video, this. If you are this type of a client customer, you have this type of problem, this would be a good solution for you. If you’re over here, maybe something else will fit you. And brands being comfortable knowing that, hey, we are not for everybody all the time, but we may be upmarket and you aren’t ready for us yet. And we, when you are, we’re here ready for you. But until then, there may be another product that serves you better.

Christian Taylor:
Yeah, absolutely agree there. One thing that I want to touch on is we’ve been a bit unclear in this conversation about like does this apply to a brand who is collaborating with influencers? Does it apply to them for their own internal efforts to make videos? Maybe they’re working with UTC creators. I would say we’ve kind of been touching on all of those. So a lot of these concepts can apply whether you’ve got your own team making content on your company’s channel or you do work with influencers, or you hire UGC creators. All of these concepts apply on how to optimize content and set the right expectations for your campaigns.

Adam Weeks:
Bit of, you know win like some scenarios and we don’t have a ton of time but I think we can kind of quickly get to when you should do what and YouTube is free. Yes, you can hop on and do a screen share. I have good friends that without any budget they will do a live company time where like hey I’ll ask, I’ll answer any questions you have about it because I built this thing and I know and I love it. That’s free. Do that. If you are comfortable doing that and especially as you are getting started, as you start having a budget, then we have some decisions to make. And those decisions like we talked about is are you going to have your own YouTube channel where you where you are going to pay for people to make content on your channel about your thing? Your videos will likely get very few views because the likelihood that someone is going to go to your channel to watch that some people, but those aren’t going to be your viral videos. But what they can do is be a good FAQ section essentially where where on video you are answering the questions that people have and even kind of from a course sort of standpoint, this is how you best use our product. Have you seen that be successful?

Christian Taylor:
Yeah, absolutely. I think again it goes back to your expectations and knowing why you’re creating the content that you make. One trap that I see product owners fall into, especially solo founders or small teams, is they focus all of their efforts on tutorials and Q and A live streams. Those are great. I’m not saying don’t do them, but you have to realize that type of content is moving someone likely who’s already a customer further down the funnel. It’s a retention tactic. So maybe they would have canceled after a few months, but because they were able to get clarity on the product or get their questions answered, they decide to stick around longer. Maybe it builds trust with an existing customer so they upgrade to the lifetime deal or the more expensive version of the product. So it is valuable content to have, but you’re likely not going to pull in a new customer from a tutorial or a live stream. Just because you click upload does not mean YouTube is going to push your video out to a bunch of new people. And by the way, that even applies with influencers that you work with. You I have this conversation with brands all the time. If you want a dedicated video made so the entire video is about your product and you want it titled around your product and you want your logo on the thumbnail. If your product already has high SEO value and people are searching for it, that could be a good strategy. But just because that creator with a hundred thousand subscribers clicks upload, 10,000 people aren’t going to instantly click it just because they did that. The title and thumbnail combo has to be in game and oftentimes that strategy of the overview of this product that no one’s heard of, it’s people aren’t motivated to click that. So all that to say if you’re only putting out tutorials or only doing Q and A live streams. You’re essentially appealing to your existing customer base if you want to reach new customers and your brand value isn’t the highest yet. One of my favorite ways of doing that is comparison videos. Can you draw people in leveraging other brands that are maybe more well known than yours and throwing your product in there as an option? Again, if you’re going to do that, it is critical to be 100% honest. Point out the flaws of your product you are fighting A bit of an uphill battle if you’re going to do this yourself, because I don’t know that I’ve seen this on YouTube as much, but I see this on blogs all the time.

Adam Weeks:
Oh my goodness.

Christian Taylor:
You’re researching a product and you come across a company’s blog and it’s a comparison of all the competitors and then.

Adam Weeks:
They top 10 and we happen to be number one.

Christian Taylor:
Yeah. Or it’s like this weird. They like slip theirs in at the bottom of the post. Like, by the way, we also do the same exact thing as everything we just compared. It’s. And it feels weird. So you. I get it. You know, I, I don’t have that experience being a product owner and also making videos about my product. So I understand that’s a unique challenge. But knowing what you’re creating and why is important. Yeah.

Adam Weeks:
So Christian, when people come to you to make a video, you have kind of an integrated option where you’re already making a video about browsers and hey, this is brought to you by so and so versus I’m going to do a dedicated video. How do you think about the difference between a dedicated video versus an integrated video and any nuances there?

Christian Taylor:
Yeah, that’s a good question. I would say integrations are a strong play for brand awareness because again, you’re picking a topic that is going to have a broader appeal. There could be many people interested in a browser comparison and you’re getting that brand impression in on a video like that. There are going to be fewer people interested in how to install WordPress on a particular web host. However, that could be good for conversions. I know I sound like I’m conflicting myself because I just said, you know, tutorials are maybe not great for conversions, but let’s use a scenario of maybe a brand that is they have a strong name value and they’re helping someone get started with a product. This is great for WordPress hosting. So, you know, let’s. You can imagine any well known WordPress host in your head, people are probably going to search how to install WordPress on host. So that could be a good strategy. That would be a dedicated video, something that’s going to get fewer views, but you’re attracting that person who is ready to buy. Now a dedicated video could also be a comparison of hosting and again, you’re attracting someone who’s ready to make that purchase decision. So I think it goes back to what’s more important to you. Is it getting as many eyeballs as possible, but maybe not conversions. That’s a long Term play or are you optimizing for conversions? But you have to have that expectation that it’s probably going to get less views, right?

Adam Weeks:
Yeah, I think that’s a. It’s a really good like to understand when you’re going to a creator to ask them to make videos, to know what type of video you’re asking for and that those will be priced differently and understanding that, yeah, the creator is going to make different types of videos. Speaking of different types of videos, what are your thoughts on short form versus long form? You’ve got YouTube shorts, TikTok, Instagram Reels. What are your thoughts around choosing strategy around that?

Christian Taylor:
Yeah, I think if you only can focus on one platform, focus on YouTube and if you can only focus on one format, choose long form. If you have the resources to diversify into short form, it’s worth it. But shortform is purely a brand awareness play. It is so tough to get conversions.

Adam Weeks:
Nobody.

Christian Taylor:
Yeah, I mean there’s one. There’s no clickable links and YouTube shorts even took them out, they had them for a while where you could tell people, go to the comments and you could have a hyperlink in the comments. They’ve removed that. So even YouTube shorts have no clickable links. You can try to entice people with a really strong offer a promo code and hope that they’ll have FOMO and say, oh, let me go sign up right now. But that is a huge ask to get the user to close their feed. Leave the scrolling. I mean we know how TikTok and Instagram are and YouTube Shorts is the same idea. It’s this addictive scrolling where the user is. They just want to be entertained. Yeah. So it’s a strong play for brand awareness especially because you could get a lot of impressions. These algorithms are very formulaic. So if you catch someone’s attention, the algorithms are going to show additional shorts from your account in that feed pretty often. So that could be great for brand awareness. But you cannot expect to convert people within a short form strategy. I like cross posting to all three platforms. Technically you’ll get the best results if you did create original content for each. So a purpose made TikTok and a purpose made Instagram reel and purpose made YouTube short. Because I would say like YouTube shorts are in a perfect world, just a short version of a YouTube video, kind of a recap almost. And you can point people to the long form version of the video. I’m glad YouTube recently added that feature. Instagram reels are more focused on visuals, aesthetics. People just kind of they don’t want to be sold to, they just want to see stuff that looks interesting. And TikTok is much more in the entertainment and authenticity camp. So yes, technically, if you could make unique content for each platform, that’s the most ideal. But that’s not even something that I’m able to do with the resources I have. I’m just cross posting the same piece of content to YouTube, TikTok and Instagram. And that’s better than not doing short form. So I guess if I were to visualize like a flowchart. If you can only choose one platform, choose YouTube. If you can only choose one format, choose long form. If you can do short form, it’s better to cross post than not do it. And if you had all the resources in the world, it would be long form on YouTube and then unique shorts content for all three platforms.

Adam Weeks:
Yeah, well, and it goes back to what I was mentioning earlier is margin. You know what, knowing what type of budget you have and if you are just bootstrapping this, like, all right, you spend what you can. And I like how you were lying there like, okay, we’ve done that check, done the long YouTube videos. All right, now we’re ready for this. Now we’re ready for this. Is there any other. Let’s take that same person who has kind of done those things. What are some additional ways that we can use video and a content creator such as yourself? What are some of the best ways to utilize that type of engagement? Maybe socials? Yeah. What type of things can they do?

Christian Taylor:
Yeah, there’s quite a bit there. Obviously, if you’re collaborating with an influencer, the influencer is going to have their own reach and their own audience interest. You could also push it out to your newsletter. The creator may have a newsletter that they can push it out to as well. I’ve seen brands embed videos and blog posts post organically to their social content. Another common thing, especially for short form content, is licensing that from the creator and running that as a paid ad. A very strong strategy for brand awareness. You can see, I think they call it whitelisting on Instagram. It will have creator’s username and then say paid partnership with and the brand username. That’s a way for people to get that creator’s reel in their feed and it’s still an ad, but it feels more authentic because it has the creator’s username attached to it as well. It’s not just this brand featuring this random person who may or may not be part of the brand. Because you don’t know what that creator’s username is. So yeah, I mean, lots of ways to share the content, license the content, run it as paid ads, or even just let the creator’s audience be the people who see that content.

Adam Weeks:
Right. Are you seeing Anybody put your YouTube video that you created for them, putting it on their website? Is anybody doing that?

Christian Taylor:
Yeah, some of my content gets embedded in blog posts. I’ve even seen Knowledge Base articles. I’ve worked with some sponsors that they had me make a dedicated tutorial video and then they embed that video in their help knowledge base on their website.

Adam Weeks:
Oh man, there’s so much. There’s like this topic goes on for a long time. There’s so many things that we can do, which is probably why this isn’t a one off podcast. Podcast.

Christian Taylor:
Yes, yes, we will. I will definitely have to have you back on and. Oh, we’ll have to keep chatting about this.

Adam Weeks:
So since this is the first episode of the upload worthy podcast, what are some of the other things that you’re looking forward to covering in the future?

Christian Taylor:
Yeah, I would love to dive more into the mechanics of content creation, which I think will be really helpful for internal content production if you want to make videos for your own product with your own team covering things like what editing software should you use, camera, lighting, how do you come up with video ideas? So definitely want to focus on the mechanics of it, but also the strategy side. So I would love to have. I just thought of a guest now that would be great. Justin Moore. He’s a sponsorship wizard with creators. He primarily works with creators to help them connect with brands, but I think he would have some great perspective from the brand side as well. He worked with an agency for years collaborating with brands. So I think both bringing value to people creating content for their product and also bringing value to brands who want to collaborate with influencers and they just don’t know where to start or what best practices are.

Adam Weeks:
A lot of good stuff. I’m sure. We might be talking about some AI stuff I know that just recently happened and they’re getting, adding voice to their videos and this, this goes on and on.

Christian Taylor:
Yes, maybe I’ll be obsolete in five years.

Adam Weeks:
Oh man. Yeah, that’ll be curious to see. You know, I don’t know that you’ll ever be obsolete, but it’ll be interesting to see how that impacts your creativity and how you reach your audience. Because at the end of the day, like I, as a consumer of content, I have a relationship with the person that I am getting that content from. I don’t know if that’s going to transition over for. I might be like, oh wow, that’s really cool looking. But yeah, I’m going to be curious to see if AI if we end up having that relationship long term with that.

Christian Taylor:
Yeah. I theorize that people are going to crave human made content in the same way that right now it’s cool to get something that’s handmade rather than made on an assembly line. I think there maybe it’ll be a smaller market, but I think there’s always going to be a market for human made music and videos and art and in some ways I, I think it’s going to increase the value of that content. So maybe there’s less of it, but the content that’s left, that’s human made people are willing to pay more for or they value higher as they’re deciding what they want to watch.

Adam Weeks:
Absolutely. So Christian, if someone does crave that human made content, what can they do?

Christian Taylor:
Yes. Are you referring to my human content?

Adam Weeks:
Yeah. What is our call to action here?

Christian Taylor:
Sure, yeah. I mean this is my first time hosting, so I’ll just, I’ll plug myself shamelessly. Craylor.com C R A Y L O R.com that’s where you can find my YouTube channel, product recommendations, all my social accounts and please subscribe to the Content Sparks podcast. The upload worthy series should be once a month. We’re still figuring out all the details here, but I’ll be hosting a monthly episode and there are three other co hosts of the Content Sparks show talking about different topics like media. I think there’s one on AI. The last one is slipping me but there’s different hosts covering sort of different focuses within content. So you can check out my site Craylor. Com. Subscribe to this podcast on whatever app you choose to listen on. Leave a review too. I feel like such a fancy podcaster. I always hear people say, you know, subscribe and leave a review. So definitely do all of those. And Adam, where can brands find you if they’re saying I need to work with Serious Influence?

Adam Weeks:
I, I do love LinkedIn as my social media choice. Just yeah, I’m on LinkedIn. You can email me cirrusinfluence.com Serious influence is our website and yeah, I would love to work with people that you’re looking to get exposure for your brand in WordPress. Maybe you see your competitors out there and you want to get the word out you built something really exciting and we love partnering with people who want to do that.

Christian Taylor:
Amazing. Well, Adam, thank you so much for joining me for the first ever episode of the Upload Worthy series on the Content Sparks podcast, and I will catch you all next month very soon.

Adam Weeks:
All right, thanks.