--- title: 'How to Create Video That Delivers Results Fast' source: 'https://youtube.com/watch?v=qXDQOQxKnDg' video_id: 'qXDQOQxKnDg' date: 2026-07-14 duration_sec: 0 --- # How to Create Video That Delivers Results Fast > Source: [How to Create Video That Delivers Results Fast](https://youtube.com/watch?v=qXDQOQxKnDg) ## Summary In this webinar, Dan Bovar from Entrepreneur.com hosts Hope Horner, CEO of Lemonlight, who shares a repeatable and scalable video workflow for founders and personal brands. Hope introduces the hero, hub, and help content framework, explains how to batch record 30-40 assets in a day, and emphasizes starting with clear goals to avoid the 'random acts of content' trap. ### Key Points - **Introduction to scalable video workflow** [00:00] — Hope Horner, CEO of Lemonlight, introduces the webinar's goal: building a repeatable, scalable video workflow that grows your brand. - **Why 90% of content fails** [01:30] — Content fails due to lack of clear audience/goal, inconsistency, chasing trends instead of building systems, leading to burnout and wasted resources. - **Begin with the end in mind** [03:00] — Define goals (traffic, conversions, awareness) upfront to create content that ties back to business objectives. Winning by design, not luck. - **Content playbook categories** [05:00] — Personal brands: relatable reels, thought leadership. Service businesses: case studies, testimonials. Product brands: demos, tutorials, TikTok clips. - **Hero, hub, and help framework** [08:00] — Hero: big buzz moments (product launches). Hub: recurring series (weekly Q&As). Help: evergreen content (FAQs, tutorials). Consistency comes from systems, not inspiration. - **Batch recording schedule** [12:00] — Set aside 1-2 days per month to film all content. Capture 5 talking head videos (each yields 3-4 shorts), demos, behind-the-scenes clips, and trend/react clips. Total: 30-40 assets. - **Equipment and team options** [15:00] — DIY: iPhone, natural light, CapCut/Canva ($0-500/month). Freelancer: DSLR, editing help. Agency: full production, scripting, distribution ($10k+/month). - **Authenticity and bloopers** [18:00] — Bloopers and imperfect content build trust, especially with Gen Z/Alpha. Authenticity drives engagement more than polished content. - **AI in video marketing** [20:00] — AI tools (e.g., VO3, Sora) are powerful for slicing long clips and resizing, but still need a professional editor to bridge gaps. Use AI for efficiency. - **First steps for beginners** [22:00] — Look at customer questions, spend 2-3 hours planning a strategy, and execute imperfectly. Consistency and iteration matter more than perfection. - **Platform recommendations** [25:00] — For B2B, retargeting ads with case studies work well. LinkedIn is challenging; focus on where your audience is. Test hooks, middles, and CTAs to find what converts. ### Conclusion Building a scalable video workflow requires intentional goal-setting, a structured content framework (hero, hub, help), and batch recording to maximize efficiency. Start with customer questions, stay consistent, and iterate based on data to achieve predictable, scalable outcomes. ## Transcript All right. Hello, everybody. I am Dan Bovar, writer and editor at entrepreneur.com. And welcome to today's webinar, how to create video that delivers results fast. Today we're joined by Hope Horner, CEO of video production marketplace Lemonlight. She's going to share strategies and tactics that will allow you to build a repeatable, scalable video workflow that grows your brand. So let's all welcome Hope. Hey, Dan, thanks so much for having me. I'm excited to be here. Yeah, excited to have you here. As some people are already taking advantage of, there is a chat on the side of the screen. Pop any questions in there and we'll get to as many as possible as we roll along. But hope people are eager to learn from you. So I'm going to pass it on to you. Let's get going. Perfect. Let's dive right in. All right, give me one second. I'm going to share my screen and we will get started. All right, guys, I'm really excited to be here today to talk to you guys about how to create a content assembly line specifically for video and how to build a repeatable, scalable video workflow inside of your business. A little bit about why I'm the person here talking to you guys about this. I started a company called Lemon Light in 2014. and it's headquartered in Los Angeles. And our mission was to make high quality video content accessible to every brand on the planet. In the last 10, 12 years, we produced over 30,000 videos for global brands that you've heard of many times, I'm sure, like Google and Amazon, Accenture, Meta, all the fancy fun names. And through that experience, we have learned how to create scalable content. We make over a thousand videos a month. And in order to be able to do that, we had to figure out really scalable processes to achieve that. We've been awarded the Inc. 5000 award seven times and other prestigious industry awards. And I personally talk a lot about how to build out video content in scalable ways across a lot of different publications, including Entrepreneur, Fast Company, and some of the others. So I'm excited to share some of the things that I've learned in the last couple of years and some kind of pro tips that you guys can also do it on your own. So I would say today's webinar is specifically for founders and personal brands that are ready to grow through video content online. entrepreneurs that are building online authority through video. And then honestly, I would say the thing that I think about a lot and we talk about a lot is anyone tired of random acts of content trap. And we're going to get into that a little bit more in a little bit. But if you are here and you're feeling like, oh, I feel like I'm creating content all the time and it's not working, then you're in the right place. What I hope you'll walk away with is a proven framework for content that does compound and actually deliver results, how to turn a single idea into an entire library, and a plug and play schedule that will batch 30 videos in a day. My goal is to make it really tangible so that you guys can walk away with things that you can plug right into your business and also make sure that it's really conversational. So with that in mind, the way that this is going to be formatted is going to be a light webinar. So I'll talk through a couple of slides and then Dan and I will go through some Q&A's live together after each section. This is intended to be conversational, right? This is how we learn together and how it's usually a little bit more engaging. So we want to hear from you guys. Feel free to add questions in the chat. And then at the very end, we will kind of go through even more Q&A. So with that, I will dive in. Maybe. Here we go. Okay, part one. So making content that actually works. So the first thing I want to acknowledge and that I hear a lot from our customers and also from, you know, creating content ourself is that they create content that actually isn't delivering any results, which is extremely frustrating, I think I'm sure. And so 90% of the content fails. And the reason why is because a lot of content is created without a clear audience or goal. It is inconsistent. It includes bursts of content when you're feeling really inspired and then silence when you're feeling unmotivated or uninspired. A lot of times we see people that are chasing trends instead of building a system. And then what ends up happening is you end up burnt out. You end up wasting time, money and momentum. You're convinced that it's just too big of a pain. And then ultimately you're not getting the benefits of what video content can achieve for your brand or for your business. What we want to achieve is content that converts. The way that we do that is tying the content to a purpose or goal. We're going to talk about traffic, conversions, awareness, different types of goals that you might be trying to achieve. having quantifiable metrics defined upfront. Before you go in to the content strategy, you should know what you were trying to achieve so that you can measure against it. You're creating hypotheses, you're testing against those, you're measuring the results, and then you're iterating on that strategy. It's not a set it and forget it, as much as I wish that it was sometimes. So we're going to talk about that a little bit. And then we're also going to talk about how to create many assets from one idea and create ongoing consistency. Ultimately, the result that we're trying to achieve is predictable, scalable outcomes that tie back to the business objectives. So what you want to do is begin with the end in mind. What is it that you're trying to achieve? We have people that come and brands and entrepreneurs that come to us and With a video that they want to make or a video content series they want to make or ads they want to produce. And when we ask them why or what they're trying to achieve, the response will be like, oh, I saw this other company do it or, oh, this seems like really fun or, oh, I think that I could do really well on camera with this type of content. And all of those are great, but they're not tied back to business objectives. And so what happens is you spend effort and time creating this content that actually isn't moving the needle for your business, no matter how fun it is to create or how great the video content ends up being. If it's not tied to a goal at the beginning, you're likely not going to achieve the goal, right? One thing I talk about a lot is winning by design, not winning by luck. And the way that you win by design is by defining your goals upfront. what is it you're trying to achieve? Some examples are more website traffic, more website conversions, people stopping by your store. For example, if you want, if you come and you want to create content for your website or your newsletter, but you really don't have that many website visitors or that many, you know, your audience isn't that the reach isn't that large on your newsletter, it probably doesn't make sense to start with a lot of what we call engaging content. You want to start with more top of the funnel awareness content. The first step is to get them to the pages that you want them to see and using video content to drive them there. And then once you get them there, then you can start thinking about other steps of the funnel. But this is why it's really important to kind of think about, you know, the end goal first, because if you spend a whole lot of effort trying to get people to your website, but no one, sorry, if you spend a whole lot of effort trying to get people to engage on your website, but no one's coming to your website, it's not a very good formula. Also, who do you want to talk to? It's really easy to get swept away by trends that are online on social media that may or may not really resonate with your audience. So that's another thing we talk a lot about is what does your audience respond to? First of all, who is your audience and how are you trying to connect and engage with them? The more intentional you are with your content, the more likely it will be to succeed. And where are those people, right? You know, if you have you know, a consumer product for children, LinkedIn may not be the best place for you to post your video content. Conversely, if you have a consulting businesses, a consulting business for B2B enterprise brands, TikTok might not be the best place. There are always different combinations of distribution channels, but you want to make sure that you're being intentional with which ones you're selecting so that you're creating content that does solve for those specifically. And then ultimately, it's always about thinking about tying your your content to the problem that you're solving, right? Sometimes people know about their problem that they're having. Sometimes people aren't even aware or are able to articulate a problem that they're having. And your job with the content is to be able to sort of bring that into the light and give them that sort of aha moment or like, oh, I really need that moment. Also, I just want to say I've been a little bit sick, so if my voice is hoarse, please bear with me. Here are some content playbook categories that we see probably the most often. And this is just an example, right? I just wanted to give you guys sort of a way to think about how to the distribution channels and the types of content you could be creating depending on what type of brand you are. If you are a personal brand, you might be thinking about really relatable Instagram reels, thought leadership on LinkedIn, talking head videos that have short tips and Q&A. If you're a service business or consulting business, you definitely want to make sure you're creating content around your customers and the results they're getting with your business. So case studies, testimonials, podcast is a great way to reach new audiences. LinkedIn for thought leadership, again, frameworks and opinions, really establishing yourself as kind of a thought leader in whatever industry that you're or space that you're working in. And then if you're a product focused brand, think YouTube demos, tutorials, TikTok, you can do really fun, fast paced product clips, demo videos and clear how it works videos. So people can, you could help answer people's most commonly asked questions. Again, it's sort of thinking through the content that fits your number one, your goal, right? The way that the easiest way to think through that is your, is the buyer's journey and where you're trying to reach people. and then who that audience is and where they are, right? And then tying all of that back to your personal brand or your business. So let's talk about that for a minute. Dan, do you have any questions or any other things that we can maybe explore that kind of highlight some of the challenges people are having in this area? Yeah, absolutely. So it looks like we got some great questions already coming in the chat. I think, so thank you, Responder Drills and Paul. So I think Hope is going to get to some of these later on, but we will definitely hit everything at the end if she doesn't cover them. I'm curious, you've been talking about goals. If you can help people prioritize goals, you know, there's traffic, there's conversions, there's awareness. You know, where do you think in your experience should founders really prioritize first? I think it largely depends. It's a great question and one that I had many times when we hear a lot. And I think it largely depends on the stage of the business. But for most early founders or early businesses, I would say the first priority is usually awareness, right? If people don't know that you exist, conversions don't matter. And so you want to build that credibility, you want to get that visibility in places that your audience spends time, make sure that your message is clear. And then once that awareness is established, you can shift your focus towards traffic and conversions. You know, I think the goal is like first get attention, then direct it, then convert it is how we think about it. And I love this phrase you use, random acts of content, this trap. Can you kind of give us a real world example of what that might look like? I think I know what it means, but I'd love to hear your thoughts. Yeah, I think that... Random acts of content is basically creating content because you know you need to create content, but there's no strategy around it. It's no secret. Any business or personal brand, you have to be online these days. You have to be creating video. That's not a secret. And I think what people get stuck is they think, okay, I know I have to do this. I'm just going to do it. I'm going to wing it. I'm going to copy other people. And what ends up happening is you create a lot of kind of isolated content. that doesn't tie together and you're not creating any kind of compound interest or momentum. And that ends up being you end up getting burnout is what we see the most. And you hear people talk about how it doesn't work for them or it's not worth it or it's too difficult when in reality, if you just slow down and literally an hour, two hours, three hours planning out that content for that month, it creates a much more scalable system. in order to do anything consistently, you have to make it easy for yourself too. And I think by having the strategy on the front side makes all of the difference in the world. And then also the most important bonus of that is it actually converts into customers or into users. Excellent. We've got two questions from Ika and Sabina. Ika is asking how to create, strategize a hook that resonates with the audience, and Sabina is asking about your advice for creating content for the pre-launch stage of a SaaS startup. I think those might be two good questions to kick off the second section of the talk. Yeah, great. So let's get through the second section. I'll answer those specifically, I think, on the back end, because we're going to be able to kind of tie that back to some of the frameworks. Both excellent questions. So give me one second. Let's dive right back in. And I promise to get back to those. OK, so let's talk about content frameworks, because that's exactly what you're talking about, what these questions are related to. I said this a second ago, and I really mean it. The way that you create consistent content is by making it easy for yourself, right? I know this from experience. I know this from our customers. The more consistent you can create, make it. You don't have to wait to be inspired. You don't have to wait to be motivated. You don't have to constantly think of ideas. That's what I want to talk about. And there are a lot of different content frameworks online. I'm going to talk about my personal favorite that I think is the easiest to implement. And that is the hero, the hub, and the help framework. So one thing we tell people a lot is consistency comes from systems, not inspiration. The hero, hub, and help framework give you a way to create a good mix of content for your customers in a scalable way. A hero is a big moment that creates a buzz. Think launching a new product, think launching a new case study, anything that's a little bit more sparkly that you want to draw a little bit more attention to. Subcontent is recurring content that builds rhythms. These are weekly Q&As, founder tips, series, any type of video series. Personally, these are my favorite because I feel like they're the easiest to duplicate consistently. And I think they can, they also have the most opportunity to be really fun and to kind of engage your audience in ways that are outside of maybe the typical tutorials or FAQs. That being said, you also want to have help content. So help content is really what you hope is that it's going to be evergreen so that you can use it for a very long time so someone that watches the video today or in three months it will still be relevant um this is going to be helping people understand how to use your con how to use your products or your services um giving them more information faqs that you're constantly getting from your customer service teams or tutorials you know we've done a lot of assembly videos for products anything that helps give your customers value for your product specifically is going to kind of fall under the help category. So I did two example structures for what this could look like. And I'm happy to share this after the call too, in case this is too small. But ultimately the first one I kind of highlighted was a founder, coach or consultant or personal brand entrepreneur who wants to grow authority, attract leads and build trust online. So there is not a right way to do this. I did it based off of the practices that I have found kind of most achievable. And I like to do hub content on Mondays and Fridays. And the reason why is because on Mondays and Fridays, people are a little bit more distracted. Usually on Mondays, they're more focused on work. Usually on Fridays, they're more focused on the weekend. And so by building just kind of easily digestible content that doesn't, you know, that's not when you really want to make your big splash in my opinion. I save those for Mondays and Fridays. So hub content for some examples for hub content or series of content in this scenario could be, you know, it could be behind the scenes with the client, top three things I saw online. We could talk a little bit more about this shortly, but this is where you can do like again, like rhythmic content. And then also this is where I love to add like content, especially on Fridays. You know, I was pretty active on LinkedIn for a little bit last year. And on every single Friday, I did like the best things that I saw on LinkedIn that week. which was like kind of a satire post and I started getting a lot of engagement around it and people started looking forward to it and talking about it and sharing and commenting and engaging in the same way and so again that made it really easy for me because every single Friday I knew what I was going to post it created kind of a little bit of fun and momentum around it and it and it is something that people look forward to so that's an example of hub content hero content is going to be kind of splashed throughout the month and can also depend on what's going on, right? Some months you may have one piece of hero content, other months you may have several. Some examples for hero content are a live webinar replay clip because a webinar sort of, you know, the block goes into that, so that's going to be a piece of hero content. A new case study drop, anything that's kind of going to be impactful for your audience to know about in kind of a fun, splashy way. Obviously an announcement or a new product, a campaign kickoff, if you're launching a new promotion, you know, We're doing a lot of promotions leading up to people creating Black Friday content and all the holiday content. And so we're kicking off all of those campaigns and kind of using the hero method. And then everything else are help. These are usually the shortest clips. These are tutorials. These are templates. These are FAQs. Just ways to stay top of mind. A lot of times people are they may not need your product. whenever you launch your hero content, for example, or just whenever you want them to buy. But by keeping top of mind, they will keep you in mind when they are ready to buy. And I found that sometimes the help content is some of the easiest ways to do that. All of it all together though. And then if you're a product focused company, such as an e-commerce or SaaS, here are some other kind of examples for you know similar but different approaches right you can do roundups for your hub content top three customer reviews this week um you can do you know the month and review your highlights for that month um you know user stories might be promo videos again help are going to be faqs talk when i when i think about help videos i think talk to your customer service team talk to your sales people talk look at your chats online what are the consistent questions that people are asking you That's where you start with your help content. All right, Dan, let's dive back into the questions, plus any others that you might have as it relates to this section. - Yeah, yeah. So Jamie G asked, "Is it good to categorize a month around a theme or central topic?" Which you touched on, but maybe you can expand upon that a little bit. I could tell people just from the magazine and the content in general, Having a theme is such a great starting point and it just gives you something instead of a blank page, but I'll let you expound on that. Yeah, excellent question. And I think you want themes, but I don't think you want one single thing. Because if your theme is actually doesn't resonate with your audience as much as you think that it's going to, you're going to spend a lot of effort investing in that theme and it may not be the right thing. And also you want to keep things kind of fresh and fun for your audience. So I would say pick, two to four topics per month and kind of build around those, right? You don't want it to be totally desperate because you want to be able to again, like, manage the content flow and funnel. But you want it to have some congruency so that you are building on the ideas that you're sharing. So I would do three themes that I typically kind of the way I like to think about it is like, it's the same idea, like one is related to your hero content that month, one is related to some help topics. And then one is maybe something that's trending, you know, putting it really depends on the where your distribution channels are, but look at what's trending and have some fun themes around that. Josh just wrote in, "What's the recommended mix of professional to iPhone content in a monthly plan like that?" - Yeah, great question. I think the mix really depends on the size of the business, and I have a slide about this towards the end. I think it depends on your budget and your audience and the size of your business, right? I would say that iPhone videos are, perfectly fine in a lot of scenarios. You're going to want to create, you know, I would say invest a little bit in like, you know, the tripods and the ring light so it doesn't feel quite as DIY, but it's absolutely fine, especially with the cameras on iPhones today. If you do have the luxury of hiring an agency or someone who can help you with the strategy and the scripting and the storyboarding, that's only going to elevate it further. But again, I think it's not It's not about a mix of what should I do? It's about like what makes the most sense for your brand? Because I think you can be very, you can achieve a lot in both scenarios. Excellent. Yeah, and I was just thinking about the the those the hero hub and help. And you know, for those who are just getting started or trying to implement these ideas, do you think that there's, you know, one of those kind of buckets that you feel is typically more impactful than others? I feel I'm a little biased because my favorite is the hub content because it allows for the most variety, I would say. It's the most consistent and it allows you to touch the different elements. But I don't think you can just pick one. I think you have to do all three. Even if you do all three a little bit less, I think it's really important to do a mixture. Excellent. Personally, I like Hub Content. Great. Well, should we move along and get to the next framework? Keep the questions coming. Great stuff coming. Thanks. Okay, so now theoretically we know why you're creating content. We know generally the type of content you need to create. Now the last piece is how do you actually create, how do you actually capture that content in a scalable way, right? It doesn't make sense for most people to have a production company just with you all day, every day capturing content. So what we wanna talk about is how to build a framework that you can capture and scale. So number one, one of the first things we talk about is batch record. So we recommend setting aside one day per month, maybe two days to film all of your content for that month. This is going to save you time and keep you in the zone. The only piece that's sort of outside of that is trending content. So maybe there's another day of the month where you're spending an hour capturing content that's maybe trending that week or that day. But most of the time, you should be able to record all of your content up front. You want to use anchor formats as much as possible. So shoot evergreen talking head FAQs, demos or tips that don't expire. This way you can continue to slice those up and continue to share them over long periods of time. And also when people come back to them later, they will still be relevant. And the last piece is capturing in layers. So capturing long form content and chopping that into shorts. shorter content. So some ideas, there's very obvious ones, right? Like if you're filming a video podcast, you can easily chop that into a lot of smaller or webinar, smaller pieces, but also think about demo videos, right? Can you take a demo video and, and chop that up into smaller independent individual steps? Um, can you do a case study and then, uh, pull out the different value adds for the different pieces of it. There's a lot of ways to capture in layers, and that's one of the things that we think and talk about a lot. Because at the end of the day, it is effort to capture content, right? In any form. And so you want to make sure that you're getting the most use out of it when you do. Here's an example schedule that'll help you capture 30 to 40 assets in a day. First and foremost, you're going to capture some talking head videos. These are going to be evergreen clips. I would say each one of those clips will be a little bit longer. If you're capturing five kind of longer videos, then you can chop each of those into three to four shorts, which you can put on your reels, TikToks, YouTube shorts. That's going to immediately give you 15 to 20 assets. I would say for this piece, make those videos, those five talking head videos as different as possible so that the content feels fresh since you're going to be creating so many assets from it. change outfits, change backgrounds, make it look a little bit different so that you're getting more use out of it. Next might be demo, walkthrough, or behind the scenes clips. This can create six to eight assets. Think a full demo video, which could be one asset, and you slice that into mini tutorials. You can grab, anytime you're shooting products, I always recommend using your iPhone to capture the behind the scenes clips. Those are going to go a long way. I also love bloopers. I feel like that's a great That's great content, like a series, like it's great hub content. That's just going to make you more relatable, make people be able to kind of relate to your product more if that makes sense for your brand. And this is the kind of the great time to do that is usually when you're doing. I mean, really any of it, but especially if like demos and walkthroughs, there's always some great. Gems that come out of that. Then you can do the trend or react clips. This is where I see one hour turn into six hours when they're trying to do extremely complicated trends. I would say just be aware of that when you're going into it so that you are planning for it. It's really easy to get to let for these to get out of hand which is sometimes really fun and worth it and sometimes it's a really quick and easy way to get burned out this is why i usually say to save these for the end um in case it does end up taking a little bit longer and then always save an hour at the end of the day to get some extra you know some photos for thumbnails or linkedin graphics or anywhere you might want to just capture some extra content um and yeah that will lead to 30 to 40 assets in a single a single day of content creation This is also going back to the question from before, which is, do I need to do this myself? Should I hire a team? These are some really rough numbers. I think there's no right or wrong way to do it. I think, again, it really depends on where you are in your business. The DIY solo setup usually is going to be $0 to $500 a month. You're going to need some very basic equipment. iPhone is perfect to record on. You're going to batch record in natural light. You can edit in CapCut or Canva. And this is great for personal brands, early stage founders, anyone who's just starting their content creation journey. The kind of the next step up would be an in-house team or freelancer, probably a freelancer in a lot of cases. This might mean you might have one videographer who's going to help you capture the content on the day. They're going to use slightly more elevated equipment like DSLR cameras. They're going to also be able to help take behind the scenes clips and they can also help you edit, which is sometimes one of the greatest benefits. This is great for startups, consultants, growing products and brands. And then of course, for any kind of funded startup or larger brands, enterprise level brands, you're going to want to work with the full you know, full production partner or agency. This is usually starting at around $10,000 a month. And then they're going to step in and do a lot of the extra stuff like creative direction, scripting. They're going to have multiple crew members, multiple camera setups and angles. They're definitely going to handle all of the editing and the distribution and the repurposing. So again, there's no right or wrong way. It depends on where you are in your journey, but this framework and this approach can be achieved with all of them. Let's talk about it. That's fantastic. I wanted to ask you about that point you made about the bloopers because I think everyone wants to put their best face forward. But if you could talk about maybe putting up a stumble or even if it's not a blooper, but it's not perfectly polished, the benefit that you get from just coming across as a real person. Yeah, I think it's extremely important. I think one important thing to think about is really how is your audience and anyone who is especially targeting, you know, Gen Z or Gen Alpha, they crave and appreciate authenticity more than any previous generation. In fact, if it feels too polished or too inauthentic, it can actually deter them. And so I think an easy way to do that is just by reminding, reminding us that we're all human, right? Like we all have bloopers. We all have bad photos. We all have bad or silly comments that we, never show anyone. But sometimes those are the things that can create the most engagement. Because being human and being able to connect with other people in that capacity is what can really drive that trust, I think, for brands. Ron just put a question. What are your thoughts on AI and how is that changing the face of video marketing? Yes. We are very supportive of AI. It's very real. We are actively productizing and selling AI videos as our company right now at LemonLight. I have a couple of thoughts. My big picture thought is, the perception around ai video being so simple is not quite true at least not yet but it is very powerful and i believe it will eventually get there for today our thesis is it's the ai tools ai video tools like a vo3 or sora combined with a professional editor right so someone who knows how to take those clips and manipulate them in maybe a different um inside like, you know, editing software to really kind of bridge all of the pieces and the gaps that the AI software can't do yet. What it's incredible for is taking those long clips and automatically, you know, slicing it up into 20 small clips, you know, resizing content for different social platforms. These are tools or abundant tools on the internet to do these things for you and you should absolutely be using them. I would heartily recommend that as well. Saves you a lot of time. So curious. So we talked about evergreen versus, you know, like current kind of content, like, can you define evergreen a little bit more like what what makes great evergreen content that really does stand the test of time? Yeah. So to me, evergreen content is content that doesn't expire, or at least doesn't expire for a very long time. It's just as valuable six months from now as it is today. And things like tutorials, FAQs, demos, founder insights are all great examples of that. So it's not tied to trends or news. It's really anchored in problems that your audience will likely always have. And it makes it really reusable and you're able to repurpose it in a lot of different ways. And that's why it's really important to capture a lot of it because you can you can post it and you can repost it and you can slice it up and share it in a variety of different ways and it will still be just as valuable. It's an important piece to have. Yeah, absolutely. I just want to let everyone know, yeah, that the chat lines are open. So pop your questions in. We've been getting some great ones. I wonder just for people who are watching, you know, we know we want to make video content. We know it's important, but we're just like, I don't know what to talk about. I don't know what to stay. Like, what's the first step that you think could get someone on the road to actually getting something done? Great question. If it were me, this is what I would do. Number one, I would go and I said this earlier, I would look to see what my customers are asking me. What are they emailing? The questions they're emailing me. What are they asking my sales team? What are they adding to our chat lines on our website? What are those questions? that's a great place to start right um then i would sit down if i've never done this before i would sit down and i would spend two or three hours on monday and i would make a strategy and i would say this is not going to be perfect but i'm going to write it down and i'm going to execute it no matter what because just through that process you were going to learn so much the problem is that people people always want it to be perfect and like we talked about earlier content is so disposable these days guys like if you put out a bad video No one really cares. So it's better to just create the consistency and getting the practice and over time it will become better and more polished. Right. And so I would do it is really, really my thought. Right. Use the framework of the hub hero and help and do it. And it's going to be messy and it's going to you're going to learn a lot and take notes and then do it again. I love that. And so we just got a question from Jeff. I've heard video on LinkedIn doesn't perform well. What's your experience been? And if you want to just expand on that, you know, what platforms tend to work best? LinkedIn. Love to hate it. Hate to love it is my first thought. LinkedIn is hard. I spent some months last year trying to figure out, see if I could solve the LinkedIn challenge of being able to gain engagement there. And I had some success, although it was still really kind of opaque, I feel like, in what they promote and what they don't. It really depends on your business, right? If you have a consumer product, I don't want to I would say don't start with LinkedIn. It's not that it can't work there, but it's probably not your easiest, lowest hanging fruit. I would go to TikTok, to Instagram, maybe to Facebook, depending on your audience, and really start there. LinkedIn video as content creators, in my experience, works better than LinkedIn ads, personally. I'm always speaking from my experience, or maybe people out here have a totally different experience. But I would say really focus on where your audience is. And if your audience is on LinkedIn, God help us all. That's great. Well, I think, yeah, where do you think your audience is? That's probably the platform you should be. Cameron's asking, how do you feel about live streaming, like we're doing right now, versus, you know, created and edited content? I think a combination is good. I think it depends on how comfortable you are on camera. And the content that you're sharing like what i do not find very engaging is when people just get on a live stream without purpose and they're just sort of like there to like in a talk or like maybe they even have it's like a you know sort of designed to be two people having a conversation but it's It's too open to create value most of the time. I would say if you're doing a live stream, just make it purposeful. It can be a great tool. I hope this is showing an example of that, but it has to be purposeful. It has to be started with intentionality, I think. wow we got questions are pouring in uh this is great um so caleb's asking uh best ways to advertise video creation that is not on the web so like out of home uh not on the web Caleb, can you give us another detail of what you're looking for there? But in the meantime, aside from LinkedIn, Jamie's wondering, are there other great platforms for B2B video? Yeah. I mean, I think for B2B, social media is a little bit more challenging inherently. I've always thought this. But I think where it's really powerful is retargeting. And so honing, getting really specific with who you're targeting, using your own customer list, lookalike audiences. I'm not an expert in paid media, but just when I look at the results of our own, where we see video, because we are targeting other businesses as well. And the most success that we have is typically in retargeting ads, video ads. And giving them those tools, giving them case studies, building that credibility using the videos. To help them again stay top of mind to help you stay top of mind in their minds and then also to build the credibility and the social trust Dawson brings up a point that I think a lot of people experience I could get 1500 views on a YouTube short in one day and then it falls off How do I get to the next level? so My first thought is consistency and I don't know how consistent you're being, but that's not atypical. What I have observed is you get those 1500 views and you have some smaller, lower engagement videos. Then the next time you get 1700 views and then some smaller, lower engagement videos, and the next time you get 1800. In the moment, it feels like spikes and then plateaus, like lower plateaus. But if you zoom out over a longer period of time if you're consistent those numbers continue to go up and I think it's about consistency and also just time, the time that you stay doing it. The other thing that I would say is creating engagement. I'm less familiar with YouTube shorts, but on LinkedIn, for example, the way that I got the most engagement was I would go find people that created content like me and I would engage with their audience and I would like their content. I would leave I would engage with them, I would send, I don't know, whatever. But I would go on LinkedIn, I would say, okay, who are the people that are liking content like mine? Can I engage with them on those other people's posts? Can I connect with them? Can I follow them? And then, well, they had then engaged with mine, which worked out really well. I was getting hundreds of comments inside six weeks on my content. Excellent. I think we got time for a couple more. And you talked about this a bit, but maybe we could recap it a little bit. Do you have a preferred storytelling framework that you have found most effective? That's from Clipperton. One of the inside a single, like, I think what I'm hearing or what I'm understanding question B is like inside of a single video. I believe so. Yeah. Yeah. My first answer is I don't know when you don't know. and to create modular content so that you can test it. We have a system, one of the frameworks that we have for content is we basically kept when we go and shoot ads for our clients, we capture three hooks, three middle pieces and three end calls to action. And then we mix and match those and we see what converts the most. And I think that's really what's most important. So it's not about it seems like whatever I think is going to be the best is always the one that's the worst and vice versa. So it's really about testing out the different pieces in a way that's scalable. I would say an iterative. I think that's such great advice for any content creation. Uh, you just reminded me, I was, I was talking to Dr. Pimple Popper. People may know who that is. And she was talking about how, when she first started on, on, Uh, Instagram, she was putting up some care videos and things like that. And she was just like, yeah, I wasn't getting anywhere. And then she said, I put up one video of popping a blackhead and it went bananas and she had no idea would, uh, but she's like, oh, people like that. And just built on that. And now obviously you've got TV shows and stuff like that. So that's not exactly what we're trying to do here, but just sprung to mind. Um, taking risks and trying things and then leaning into what works. This is probably gonna vary, but a question, what is the optimum amount of time for video to hold someone's attention? - My first question is what is the optimal time to hold your attention? Use that. I feel like when you think about it, apply those questions to yourself and that is usually one of your best answers, especially if you're in your own target audience. Again, it depends on the channel. You see social media platforms testing this too, where they had shorter video content and now TikTok allows you to upload much longer content. You have to just see what resonates with your audience. Generally, I think shorter content is usually a little bit better for any type of top of funnel or awareness. Once people are seeking more information or trying to understand your product better, then I think you can go to 60 seconds, two minutes, maybe 10 minutes, depending on the topic. But generally, top of funnel is shorter, middle of the funnel is a little bit longer. We're getting a lot of questions also, people were wondering about case studies and things like that. I think maybe if you want to share how people can get in contact with you to learn more from you and learn what your company does, might be a good time to share that. Let's get into it. You can connect with us directly. on our website. It's just lemonlight.com. You can email us at hello at lemonlight, and I'll make sure to connect you with the right folks. And then we're also giving 10% off to anybody on this webinar today for the next 30 days. Wow, very good. Well, I want to thank you, Hope. This was incredible, incredible information here. And also, I want to thank everyone on the audience who asked some really great questions. So thanks, everyone, for joining us. We do these kinds of chats all the time on Entrepreneur, so we're so happy to have you. And Hope, really great information. Thanks so much. Thank you guys so much. I really appreciate your time and your great questions.