James: What’s the first video that you think really needs to be on a business website?
Kan: I actually think it’s the origin story. Most industries, unless you’re carving out your own category, most industries, most businesses will definitely have competitors. And what we find is that storytelling always resonates the best. So having a origin story or place where it all started, and kind of sharing that sort of story as you would with a friend who, they asked you, why did you start your business? What came about, what triggered you to launch the service or this product?
We find that that tends to work really well as a starting point for videos. And what it does is it actually, like I said, it connects with your audience and builds a relationship with them. And it feels that people can resonate, as opposed to being just another, let’s say, mortgage broker or an accountant or an online coach or something like that. So we find as a differentiation tool, it’s fantastic.
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