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74. Maximizing Conversion Rates: Leveraging Short-Form Video Content to Drive E-commerce Sales with Eitan Koter
00:39:19
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- [00:01]
A
The main thing, and this is where I recommend everyone to start, is with this short form videos, right, that is being heavily pushed by TikTok. Then obviously Instagram Reels and YouTube shorts followed. Those videos needs to be like between 30 seconds to probably to 60 seconds, not more than that. The first instance using the right hook and what's working is authenticity and consistency. Okay. So no one cares about how you look about the background. You need to have like nice lightning, good lightning, probably nice. You know, you can use a very cheap mic in the bike you can buy on Amazon. Right? But it's important that you go out there and start creating content now. How do you start? So, hey there.
- [00:44]
B
Welcome back to the Built Online podcast where we talk about all things online business from E commerce to digital marketing to building your dream life and your dream business. I'm your host, Cody McGuffey, and if you've been with us for a while, you might remember us as the Etsy seller podcast. Well, we're expanding, expanding our horizons and transitioning from just talking about Etsy businesses to covering all types of online businesses because we believe the opportunity is so massive that we should be covering so many unique businesses online and at ever be. We believe that everyone deserves the opportunity to pursue their passions, live life on their own terms. And we believe in making E commerce accessible to everyone in the world, no matter where they are, and be using it to make a positive impact in our families and in our communities. We believe that anyone who truly commits to something truly pursues it with undeniable force of will that they will succeed. Let's jump in to today's show. Aten, what's going on, man?
- [01:42]
A
How are you doing? Doing great, Cody, how are you?
- [01:46]
B
I'm great. Thank you for coming on, man. Really, really appreciate it. I really looking forward to this conversation for the past two weeks.
- [01:53]
A
Actually, yes, I was also looking forward to it. I was, you know, talking to my team and said, hey, I need to be a guest at Cody's podcast. So when, when do we do that? So I'm really, really happy that we finally been able to achieve that.
- [02:05]
B
So same. Yeah, definitely. It's funny for anybody listening, we, Ayton and I were trying to do this podcast last week but. But we had a power, power cut and we had to reschedule. So happy that we got it back on the books.
- [02:20]
A
Yeah, this thing still happened in 2024, right? So sorry about that.
- [02:24]
B
No, I'm happy that, happy we're talking. So let's, let's jump into it, man. You have a very unique story, a very interesting story. And I personally am curious about it. And I really want to share that curiosity and let everybody else listen to this too. But at a high level. You can correct me where I'm. Where I'm mistaken, but you're the co founder and co CEO of Vimy. Vimy is a shoppable video software company that basically enhances your e commerce business. You also have a podcast, you have a whole bunch of experience in company building, building businesses, a lot of it in the e commerce space. And I think you're a perfect guest to just kind of like dive in. You share anything else about you or that would be interesting for us to know.
- [03:10]
A
Yeah, I mean, into this video business for the last two decades. I started in video when it used to be called broadcast. Right. Working with like TV stations and cable companies. Remember those dinosaurs, right. So today everything is online, everything is Internet based. And it wasn't like that on the first days. You know, when I started in the industry, we were busy helping customers during the transition from analog to digital video. Right. And then ip like the Internet. We started experimenting with delivering video over the Internet because the Internet is like an unmanaged network. The quality of service is not guaranteed. Right. And versus satellite or any type of other managed link. But technology and it helped us overcome a lot of problems. And throughout the years we saw the convergence of actually media and commerce. Right. And Internet like merging together. And suddenly Netflix launched. And Netflix is all Internet based. Right. All the viewers are watching online, actually connecting to global content delivery networks, but the video is carried out over Internet networks. Yeah. And so I saw the transition of all these video generations and during the last four years we saw that something that started in China with live shopping. So like China is this crazy market of just people spending their whole day in front of a camera and just selling stuff.
- [04:50]
B
Right.
- [04:51]
A
And live shopping is the way for any brand or any company to stream live content to a specific destination. Can be a social network or their own website, or all of them together. But associate a product or various products into this experience and create interactive checkout experience within the video. So that's the when video commerce started, which is a combination of video and commerce. So Vimy is in the, in the business for, for a decade already. We are a bootstrap company and profitable and growing and congratulations. Yeah, Initially we started in the media and entertainment side of things. We helped mobile operators, content providers, TV stations to launch their own Netflix like services. So mobile operators around the world are launching video services Direct to consumers, providing variety of channels and video library. And we've developed the technology to help them manage the video, monetize it, stream it, all the various applications, all the devices. And we still have a good amount of customers on that side of the business. And we launched this new business unit of video commerce that actually took our existing technology but shifted to a new market. That new market is E commerce market where retailers and brands are looking for ways to, to monetize or to try to sell their products online. And obviously Covid helped a lot with that. Right.
- [06:21]
B
I have a question for that. I mean just to even break it down to the fundamentals of things. So we talked, we talked about a couple terms that are here. You mentioned already you talked about video commerce, which you said is basically the combination between video like recording yourself and selling something commerce. You mentioned another thing called live shopping and that's for somebody that doesn't know much about live shopping. Like can we give an example of what live shopping even means? Is this like me and you recording this right now? Let's pretend what we were completely live on Facebook and on YouTube or on TikTok shop or wherever. Something live.
- [06:57]
A
Yeah.
- [06:58]
B
And then we could say hey, you see this? These glasses right here? Buy them right now. Is that, is that a simple version of live shopping?
- [07:07]
A
It's a very simplified version. So let's just try to define the terminology. Right? So video commerce is like probably like a main title of this whole, let's call it future of commerce or immersive commerce. So and I'm throwing out like few terms that I will definitely define. So video commerce can include by the way live video but also non live video, like pre recorded video that someone created and edited and posted on social or on the brand's website. So within the video commerce we have live shopping which is the ability of company of a brand, of a solopreneur. Anyone that just can go live through a studio, that studio can be an app that Vimy provides for example, or a desktop website. Right. You can just capture yourself through a camera and publish that live stream to all the social channels that are integrated to our platform. So it can be Facebook, Instagram, TikTok, YouTube, Pinterest and also marketplaces. Today Amazon and Walmart are also supporting live shopping events. Now what you do, the first thing that you do, you need to associate. We are syncing our platform to the existing e commerce platforms brands are using. So if they are on Shopify or BigCommerce or any of those platforms, then they can decide which products they want to sell on these events, whether live or non live. And the first thing that you do in a platform is you are someone creating the video. It could be an influencer who's creating a video, a content creator or the founder or the employees. Once you upload that video to our platform, you create a link or you associate a product page PDP with a video, right? And that create a shoppable. This is how you turn regular videos and can be short form videos or long form videos. This is how you transfer videos to shoppable video, where you associate a product page in the product link to those videos and in one click you can publish those videos to all your social networks, to your own existing website, as an embed widget or as an embed video player. And those videos, it's not a regular video player, it's a interactive video player. And that video player can have buttons on it like Buy now and when you click Buy now it will load that pdp, right? So you can create stands for it's for the product pages, right? So those product pages are associated with the video. As we configured initially and from the user experience side of things, anyone can watch a video. Whether you watch it on the brand's website or while you are doing this, endless scrolling on TikTok or Instagram Reels or YouTube shorts or any of those videos formats. And suddenly you'll see a video that is showcased by a brand, by a host or by a content creator or an influencer. And you'll see there is a buy now button or a link that redirects you to make actually a full checkout like from within the video. So this flow happens also in a non live event like prerecorded videos, but probably were edited in some other tools and uploaded to our platform. Or you can go live from a studio in our platform. When you go live again, you configure the which destination, social networks, marketplaces, your own website. You select which products you want to showcase during this live event. There is also a chat system so you can watch the videos on all these platforms. We aggregate the chat to one chat where the moderator can respond to customer questions, try to upsell and push content and push products and once you hit Go live you will be presented on all those platforms. People will watch that video. They will have the ability to ask for questions like on Facebook Live for example. But they also will have the ability to click on a button to purchase the product and to have a full checkout experience like from within the video. So that's like a combination of again those live shopping events. That is what I just explained. The shoppable video, which is regular videos, short form or long form, that are associated with product pages and the aspect of social commerce, which is the ability to publish those videos to social networks, live or non live, and enabling this shopability kind of thing. Any platform is providing different APIs or different ways of creating those checkout processes. And it depends how many followers you have in some of the platform that gives you more functionalities to enable those shoppable interactive buttons. But this is the idea. The idea is to deploy your videos that are probably showcasing products or discussing various topics, giving users the ability to purchase them not only on your website, whether you're using Shopify, big commerce, whatever, but also make a purchase on social. And that's the huge promise with social commerce. Because we know how difficult it is to bring customers, to acquire customers to your own AmazingBrand.com website. Right. It's very, very expensive.
- [12:41]
B
It's interesting because you mentioned social commerce too, which is again another big category as well, which, which is interesting. And I think what we're, what we're seeing from a, an entire ecosystem perspective is like we're, we're seeing things kind of get convoluted, right? There's live shopping, there's, there's social commerce. And then there's also, you said video commerce, which is basically just a video, but it's shoppable that's integrated inside of it. And this is kind of the, the world of digital commerce nowadays. It's, it's starting to get, the lines are starting to get really blurred. It's not like just sell one thing and that's what you do. And it's either Amazon, FBA or it is, you're shipping yourself like it's not like that anymore. It's so, yes, mixed now.
- [13:27]
A
Agree, agree, correct. And all these, let's call them communities, whether it's a TikTok community or YouTube or Instagram or Pinterest or Twitch or whatever. It's getting more and more complicated to operate all these different destinations or communities. And this is one of the pains that we learned from customers throughout the years that it's very complicated to manage all these interactions and activities across all these platform. And this is what we streamlined from. Yes, you have a one console syncing with your product and you enable all these activities for a single platform. That's I think one of the promises of what we do. And you mentioned social commerce. Just to give you some ideas, right. So like 2023, the total volume of social commerce, like people are actually making a purchase on social media Networks. It was 1, $1.3 trillion. That's with a T right now the projections for 2030 6.2 trillion, right?
- [14:26]
B
6X.
- [14:27]
A
Yeah, 6.236X. This is about around 13% of the worldwide e commerce sales right now. Interesting is that for example in China like people who the online activities are probably more than 80% of the entire retail GMVs, right? Like gross merchandise value versus the U.S. the online is probably like around 2023% of the entire retail. So there is a lot of importance for brick and mortar store, for offline experiences still in the greatest scope of things. And that omnichannel and multi channel is something that is very, very important. So omnichannel is how you can create those experiences where this offline and online type of experience, right. How you can for example buy online and pick up from store. Okay, that's a lot of retailers are experimenting and that multi channel is, I mean you have to be all over the place, right? So if there is a technology that is using, I mean those platforms like we are integrating to all these social networks and they are updating their APIs, they are operating all this integration documents like on a weekly basis. So we have a full team that is just managing, updating and managing those management or integration protocols like on a daily basis. And it's really, really complicated and very cumbersome for any company. Let rest assured if it's smaller or medium sized brands, they don't have the internal team to manage and to utilize all these opportunities. And this is why a technology platform can, can help a lot. You know, I think, I agree.
- [16:16]
B
I think what we're saying is here is the landscape is changing and it's going in this direction. That's pretty clear to everybody. Probably listening to this is we know we see TikTok shop, we see these big, you know, video shopping type of things happening. Something's happening and what we're seeing here is an opportunity probably. Now how big is that opportunity is is the question. But you've already mentioned like social commerce has already taken up about $1 trillion trillion dollars of GMV which stands for gross merchandise value volume, which just is a way to say how much money is going, is being transacted there. So the point is the opportunity is big and the opportunity is going to get bigger. And so there's an opportunity for anyone listening to this is to pay attention to this opportunity and figure out your way to to jump in now you don't have to be a live shopping person. Doesn't sound like in order to take advantage of this opportunity. Because that scares the heck out of me personally. I'm like, I don't want to go live and sell something that's not my style. But you're saying that why does it have to be that way? It actually can be a video and integrating your video products inside of your video.
- [17:28]
A
Great. So that's an excellent point to raise Cody, because this is what we hear also from all our customers. And let's live. Live aside, the main thing, and this is where I recommend everyone to start, is with these short form videos, right? That is being heavily pushed by TikTok. Then obviously Instagram Reels and YouTube shorts followed. Those videos needs to be like between 30 seconds to probably to 60 seconds, not more than that. The first instance using the right hook and what's working is authenticity and consistency. Okay, so no one cares about how you look about the background. You need to have like nice lightning, good lightning, probably nice. You know, you can use a very cheap mic and bike you can buy on Amazon, right? But it's important that you go out there and start creating content now. How do you start? So the first thing that you need to do is probably create a list of customer paints, right? Or a list of things that you want to share and what's working. And for the smaller brands over smaller companies or listening to us, founder led content is one of the most powerful things out there right now in marketing. Because all the new generation of shoppers, like Gen Z's right, millennials, they're looking for that authenticity, for that differentiator factor that is explaining why you started this company, why it's important for you, what's change you're going to make in this world.
- [18:51]
B
Like you're the differentiator. Like if you're the founder, if you're listening to this and you're like, I sell T shirts and I sell them to pet parents and I sell like that. You're like, you ask yourself what is, what is? I'm no different than all the other hundreds of thousands of brands out there. Well, no, that's not true. You are the founder, you are the difference. You can be the difference. Of course you want product differences, but you always want to search for those and create those. But you are the difference.
- [19:19]
A
Exactly. So founder led content is very, very powerful. I'm sure you heard the term ugc which is user generated content. So this is the event of a brand going to a professional content creator to create some kind of a content piece, right? But what's even more powerful than that is EGC which is employee generated content. So think about the scenario. It can be even a small company, like two, three people, right that they are creating content consistently, right? Short form videos. This has a, like a snowball effect because viewers will see video from one person working this company and another person and they see that it's authentic. This company and these people are for real. This has a much bigger impact than any celebrity or mega influencer that comes over and share, you know, your content. So this is I, this is I think one message I want to clarify and it's very, very important. The second aspect is what type of content you are going to create, right? So it really depends on where you are in the stage of the marketing funnel. So if we just split the marketing funnel to awareness stage, consideration stage and decision stage, right? So it's if no one knows you and if you're a new company or new brand or just launching a new product line, don't pitch your product, no one knows you, right? So like, like we go, you know, in some kind of a offline event or an exhibition, first you talk to people, you build some relationship. People are getting more confident about you, they see you are for real and they're more open to accept a proposal. So if you're in awareness stage, just provide your story, right? As we talked before, your founder's story. Provide educational content, market information, a variety of things that are just trending on the macro level. Provide all this value, right? Think about pains customers are having or gains and try to create content around that, mentioning the pain and try to provide a solution for that. So not don't pitch the product, provide a lot of value. This create confidence with potential shoppers and they will be more open to accept a proposal from you. Now if you're on a consideration stage where people are just evaluating various options, don't be afraid to mention your competition. Okay, I see. Like in most cases people are afraid to mention competition. Now why you do that? The shoppers today, buyers today are very, very smart. They know who are your competitors. And if you are providing them information about your competitors, you save them a lot of time and they respect you for that.
- [21:54]
B
So true. It's an interesting.
- [21:56]
A
So don't be afraid. Create those comparison videos and content around you. What's differentiate what's differentiating you, right? Versus the others. Provide like case studies how to guides create this type of content which starting to direct people to your solution. And when people are like warmed up and they are in a decision mode, just provide this, you know a lot of information around testimonials, prices, product reviews and just create that shoppable conversion experiences and opportunities through these shoppable links and clickable buttons to redirect them to a checkout process. Only then you pitch your product. So it's very, very important to follow these steps. Very important to just be committed to two to three months of creating these videos on a consistent basis.
- [22:46]
B
Like every, every day. How, what, what what equals consistency Every.
- [22:49]
A
Day, every day is amazing. Three times a week is also fine. But the important is like it in those like three months. Right. Try to reach to somewhere between 70 to 100 videos. Right. Why? Because no one knows what's going to work for you. We work with two brands selling the same product. They are competing with one another, they are serving the same users, but they're using completely different video strategy that is working for them. One is more YouTube long tail, sorry long form videos. The one is, you know, more leaning towards short form and live shopping. Why? Because the psychological thought process, let's say the psychological state, the emotional state of those shoppers towards the brand is different in terms of the, you know, the feel, how they feel towards the brand and how they want to be served in terms of content. So try to find if you create this amount of content on a variety of topics, understanding where you are in a marketing funnel, this will give you a lot of insights through data and analytics that we can provide on the VIMY platform. There are also other other ways to find and that that information will help you to focus on those videos that are working very, very good because you'll see that they are getting more impressions and they're getting more engagement and again it's all organic. You're not paying to any PPC agency or anything of that sort. And once I.
- [24:13]
B
Sorry, yeah, I have a question about this and I'm wondering if other people are having this too. What if I'm a founder that doesn't necessarily like to be in front of a video.
- [24:21]
A
Yeah.
- [24:21]
B
What would somebody do there? They know that this is the way to do it, but they just don't want to be that face. Is that can they participate in this movement still?
- [24:30]
A
So no one, I mean the job description of all the executives today are not including you need to create content five times a week, otherwise we're not hiring or hiring you. Right. So but it's definitely moving towards there because the leadership team, I will encourage you to think again. Obviously there are fears sometimes that you something that you didn't do probably. But again that consistency and authenticity wins, right? And short form videos, this is where you need to start. And it's a structured process creating list. You can use a variety of AI tools, right, to create content ideas. You can just type a term on Google and see that people also asked right section and try to ask like variety. There are so many tools out there that can help you with content ideas. But if you're a founder and you know your audience, you can create that on your own. This type of.
- [25:28]
B
So what I'm hearing is the answer to that is yes. Like consider even if you're a founder and you're scared or you feel like you're not a. A face for this, for this brand, reconsider. Because your authenticity, your imperfections are the thing that separates you from your competition.
- [25:45]
A
You have the best tool available to you like the bet by far than anything else that you can imagine in terms of any marketing activities right now because of the way these platforms are promoting this type of content. Right. We know that the algorithms are favoring videos right across all platforms. And it's a very efficient way organically to create exposure to your brand, build awareness, right? And creating great. All these conversions opportunities. And it's very. There are so many apps there that you can put like a small quick script, right? And you can just capture yourself, film yourself on an iPhone and that's it. There are so many tools out there just to add some subtitles, very minimal editing, nothing. Just there are so many tools that are doing editing with AI, right? And just post, post and be consistent. And it's not a question of if you're going to be successful 100% you're going to be successful, okay? Just be committed and learn from data what's working for you. And those videos that are performing very well, you can then push them with advertising, whether it's on TikTok or Instagram or YouTube. But you know that they're the Ross like just the return on ad spend is going to be like dramatically good, right? This is just switch everything around where usually traditional agencies will ask you. The first question that they ask is what is your budget for advertising? This is the first thing. But it's not enough. It's not working anymore. Like it used to work three years ago. Three years ago you used to have to take, you know, $500 to Facebook and you knew you're going to do like 10 times revenues. But it's not Working today, some of these budgets are not even performing very, very well, right? So you need that organic content, you need that video content. Video is so powerful in terms of analytics, helps you know so much because we know from which device people are consuming the content, when they stopped, why, when the stop, why the stop, what happened during this? I mean there's so much knowledge and we use a lot of AI and machine learning like algorithm to help you recommend, like to help you with product recommendation, with messaging idea, just to reach out to those people in various ways in order to promote your products. And also this is like for me it's really fundamental, right? And there is no one in the world who is unable to learn and to create short video. I'm not Talking about now one hour, highly polished, you know, high production value YouTube video. No short form videos are authentic and you need to be consistent in order to win your, your, your space in the marketplace.
- [28:21]
B
I'm hearing a couple things that I'm taking away here. I'm kind of categorizing my head, simplifying things in my head is one, you need to have a product or I'm sorry, you need to have an ideal customer profile in your head, like a, a niche of some sort that you can talk to that audience all the time enough to where you can build videos all around that type of customer profile. So that is a requirement. And then it's going to force you into creating a pain point like a list you mentioned of pain points or things you can. And it's just serve that customer base, serve them, help them solve all their problems. Just authentically don't feel like it'd be polished. And then be super consistent. And then make your, make those videos shoppable using tools like Vimy and, and then just keep going, go, go, go, go. And then you will eventually just go and learn, go and learn. And you'll eventually figure it out. And then you can kind of figure out how to scale from there. Yeah, beautiful.
- [29:13]
A
And the interesting thing is that most people that we were insisting, you know, they start creating content, they start to enjoy it at some point of time, right? Because it's becoming like, like I'm spending five minutes on creating videos and some of these videos are getting hundreds of thousands of impressions on same. It's. Now I know why at the beginning, the way it works, it's not a linear growth kind of thing, right? So you start posting, okay, you're not getting enough feedback and then one of those videos is just exploding, right? And then you keep going again it's like a desert, right? Nothing happens. And then another video is exploding and it happens like every two weeks. That's explosive growth of one of the posts. So you grow from one successful post or video to the other, but that just puts you on a completely different level because it just build one stack after the other. Right.
- [30:11]
B
What do you recommend somebody post to start with? I mean, which platform? Like, what do you recommend for somebody just barely getting into this thing?
- [30:18]
A
Okay, so if you use like technology, you can post on all platforms if you are the founder, if you are the creator, right. If you're going to go to the influencer route, just someone else creating the content. And the influencer route is just an influencer has followers. Those followers are usually in one platform, whether it's a TikTok or Instagram or YouTube, right. And then they will create content. You can send the products to this influencer product seeding or gifting it's called. And they can create content and post it on their own network. On their own network, in their own account. Right. And that's another way to start topic.
- [30:54]
B
Probably detail, we can go deep on that one. But let's start with Founder one. So the Founder one. Founder one.
- [30:59]
A
Create a video, use the platform like Vimy, whatever to. To just push those videos across the entire array of platforms and see what's working on each one of those platform. Of course you need to know where what is, as you say, what is your ideal customer profile and where they are spending most of their time. And it really depends on, on the age. Right? So like TikTok is Gen Z's millennials, right. We know that meta is more genics like us, right. So YouTube is like all over, right? So you need to just ask a.
- [31:30]
B
Question, ask the question of hey, where do my customers hang out?
- [31:34]
A
Exactly. And just focus on that. Just publish everywhere, but focus on that one platform that most of your audience are available. What, what does it mean? Just learn the platform, learn how to interact, how to chat, how to, you know, provide comments, spend time on this platform. And these are probably the best marketing activities that you can do, right? So these days it's, it's working very, very good.
- [31:55]
B
If you're committed, let's transition into. Because the sake of time. Let's go into the last part of the segment, the show of rapid fire questions. You ready?
- [32:04]
A
Yeah.
- [32:05]
B
What's your favorite business book?
- [32:07]
A
Business book. So that's probably is going to be Marketing for Supervillains by Jesse James. It's just providing like 12 different spheres which are Very methodological. So you can just differentiate your company. Right. If you follow his process. So according to him, being different is much better than being better. Right. So just find your differentiating factor. Every company has one. Right. And there is a methodology to know how to craft content around these differentiating items and put yourself in a very, very, you know, unique position. You probably don't. Yeah. So that's, that's one I would highly recommend.
- [32:54]
B
What's one thing that you wish that you knew before starting your business?
- [32:58]
A
Just knowing more about the market. Customer pains like the real nitty gritty. What's why they're waking up, you know, in the middle of the night. So it takes a lot of time to get that knowledge.
- [33:12]
B
What's the worst business advice that you've ever received?
- [33:15]
A
Hiring. Too early hiring. Sales team. Too early hiring.
- [33:18]
B
What team?
- [33:18]
A
Sales team.
- [33:19]
B
Sales team.
- [33:20]
A
Sales team.
- [33:21]
B
Okay. So you got the advice of hey, hire your sales team and you just felt like you.
- [33:25]
A
What's. I mean now today I understand that you need to delay hiring sales team as much as you can because you want to focus a lot on that product innovation and get working very closely with customers to refine the product in a certain way at the product sell itself through word of mouth and the network effect. Because sales, they have their ways to close business. Even though if the product is not 100% perfect. Right. And from a, from a, from a management level, you don't know exactly if customers are happy, why they chose you because you have an amazing sales guy or because the product is working to perfection. Right. So if you don't have that sales team in the middle between product and customers, you know exactly what's happening. And you work a lot on product innovation. That product management piece, which is probably a marketing activity, is very, very important. Once you hit that product market fit in a very, very good way. People knows about you and they recommend about recommend your product and you see this effect is happening, then yes, you probably achieved product market fate. You're starting this growth phase and you need a lot of sales just to execute. Right. But they have a great product they can promote.
- [34:35]
B
Makes sense. How many hours do you work on your business per week?
- [34:39]
A
Probably somewhere between 70 to 80.
- [34:42]
B
Oh wow. Is that in front of the computer or is a lot of that is thinking and reading as well, talking to people?
- [34:47]
A
Yes, it's all of the above. Yes. I try to spend a lot of time just unwind outside of my office. Right. So I do a lot of things like outside of work that are helping me go to this default mode network. There is a DMN state of your brain, right. That you're just kind of a daydreaming, right? Nothing works. And this is the place of creativity, right. And it's very, very important not to push yourself, not to burn out in doing all these repetitive tasks. Try to delegate a lot and improve the performance of the team, but also spend a lot of time thinking because the amount of, I mean when I started we used to launch a product. That product could hold for 10 years. The same product you could sell for 10 years, right. Today if it's like 18 months, you are lucky because you need to continuously provide your functionalities, innovate. And that product that probably going to showcase 15, 18 months from now is completely different than the one we're doing. We're having right now. A lot of thinking involved, a lot of analyzing data and having this creative mindset which is very, very good for product management but also for business ideas.
- [36:04]
B
If your family and your friends and your customers had to get together okay. And they had to write an honest article about you Ayton characterizing your trades, talking about you, thinking about you and describing who you are. But again you had no influence. You didn't know this. What are the things that they would say?
- [36:25]
A
So probably things that you know, I never give up, right? So I will always show up. Doesn't matter what. Sometimes you don't know what you're doing things there is no feedback, there is no results and but just keep going. That tenacity factor I think is very, very important. That's probably only good things. Things that probably on the other side of the spectrum is probably I just sometime making decision too fast or not going into the details so much. Maybe I'm too much high level sometimes and because of this, you know when once you are on that marketing side and you have to take this strategic decision for me I guess it's very difficult to just doing this transition from high level thinking, vision strategy to bits and pieces and you know all the smaller decision that you need to take. And this is something that I am aware of. Right. So throughout my career still trying to work on it.
- [37:25]
B
Beautiful. Thank you for that. This has been super fun. Ethan, where can people find you Vimy your podcast And I'll drop the links for all this stuff below by the way for anyone listening and in the show notes or in the description. But Ethan, maybe where can people find you?
- [37:40]
A
Sure. So I post daily all video marketing, video commerce related content on LinkedIn that's on my personal profile 8 and quarter it's E I T A N K O T E R I'll also host a podcast that is specifically been discussing variety of marketing knowledge and marketing activities for E commerce. It's called Mastering E Commerce Marketing Podcast and Vimy is a website. It's vmmi.net, that's vimy.net, you can find plenty of information about topics we've been discussing and you can also open a free for life account that gives you the ability to go live to create those live shopping events, to create shoppable videos to connect your social networks and publish content and videos on your social networks and also on your own website with the video embed which is just copy paste, very easy to integrate. And Cody, for your listeners, anyone who want to upgrade to our paid version, we will provide a coupon code that will be shared on the show notes which grants your listeners 20% discount from our global pricing.
- [38:49]
B
Awesome man. Thank you for that. I'm sure anyone that is interested in this, they would happily take advantage of that. So thanks for that Ethan. This has been great man. I will again drop all your links below but I really appreciate you coming on, sharing your time, sharing your valuable experience with us and all everyone listening. I'm excited to have you on again.
- [39:08]
A
Yeah, thank you so much.
- [39:11]
B
Awesome. Nathan, talk to you soon.
- [39:13]
A
Bye.