0:23 Alright. Hello, everybody. So excited to have you today. We're gonna talk about leveling up your brand growth strategy, how to create an effective full funnel content mix. 0:32 This is a huge passion of both mine and Nasar's. My name is Joe Callahan. I'm the VP of client strategy and insights here at Bazaarvoice. I'm really excited to talk to you guys today. 0:42 I spent ten years at Unilever in media, and, leading our in house content agency and two years at Pinterest following that. And so I have just spent a tremendous amount of time thinking about, where content lives, how content lives, and how to optimize that mix across all of your platforms. 1:00 And so, what we're gonna talk about today gets into a lot of that what works, where, and why. And I'll turn it over to Nisar to introduce himself. 1:08 Thanks, Joe. Hey, everyone. I'm Nisar. I'm one of the cofounders of Affable AI. I started Affable with my cofounder back in twenty eighteen and been in the influencer and creative marketing space for the last six years. 1:21 Having worked with hundreds of different brands at various stages of their creative marketing programs, I've learned a lot, and with bizarre ways now, we're coming up with new and innovative ways to help our brand partners, innovate on their creative content in UGC. 1:35 So excited to share a bit about that today in our webinar. And before we kick off, I am curious to hear what is the kind of content your team currently invests in? 1:46 Is it branded content, creator content, or UGC? Again, branded content, creator content, a UGC, a mix of all, but, like, what is the priority right now at your organization? 1:57 If you could put that in the chat, we would get a little more insight, then we can tailor our discussion and q and a later on, the audience. 2:06 So I'll take a short pause to see where we are coming in. Again, a lot of messages and a lot of the conversations we have with our brand partners, we are seeing, a mix of these content types. 2:19 I see UGC coming in. That's great to hear. Branded content, UGC again. It's a mix. Oh, UGC with an exclamation mark. I love that. 2:29 That's exciting. Lot of excitement. That's awesome. 2:39 So, we have, mixed group here, Joe, where a lot of focus is on branded, a lot of excitement around UGC and some creator sprinkled around. 2:51 We did a poll recently. We'll share results of that poll as well. As we kick off a few housekeeping matters, we are recording this, and a recording will be sent to you after the webinar. 3:02 And if you have any questions during the webinar, please feel free to put them in the chat. We have a q and a later, so we'll come to that, during the q and a session. 3:12 With that, handing over to Joe to share a bit about what the market landscape is right now and what, according to her, constitutes an effective content mix. 3:22 Jo? Alright. Thanks, Nasar. Yeah. I'm really excited to see all the responses in the chat because the reality is consumer behavior is shifting. And that shift is really being driven most notably within Gen z, but across all cohorts. 3:35 And so what's happening with Gen z is they're preferring social over search engines to discover brands, and that's a really big shift. That means your brand needs to actually meet them in this environment to drive awareness and to inspire to drive those purchase actions. 3:50 Traditional ads and where I've spent a majority of my career actually need support now in market to land with shoppers. So most shoppers really need to see product reviews to feel confident enough to buy. 4:02 In fact, seventy eight percent say product reviews heavily influence their purchases. So as a brand, you need to curate and feature photo, video, and written product reviews everywhere your shoppers are online. 4:14 And this year, more brands are gonna be significantly in increasing their creator marketing spend. So twenty six percent of brands in a recent survey have indicated that more than forty percent of their marketing budget will be delivered through creator marketing. 4:26 So we're really starting to see that uptick there. This is a massive space, tons of growth. And getting it right means that brands will have a need for diverse full funnel content mix, and that is complete with shopper and creator generated content supplementing that branded content mix. 4:45 So let's take a quick look at the agenda. Here's what we're gonna cover today. The elements of an effective content mix. So what does that look like from a branded and a UGC standpoint? 4:56 Driving brand growth and ROI with creator marketing. We're also gonna take a look at how to measure the effectiveness of your UGC brand strategy. 5:05 And then finally, we'll end with a recap of what we learned, and follow-up with a q and a session. So start to think about any questions you may have now. You can put them in the q and a, and we'll get to those at the end. 5:16 Alright. So let's just kick things off. Let's talk about the essential elements of an effective content mix. This is my favorite. Here's the reality again. 5:25 The sheer volume of content continues to skyrocket, and that is driven by consumer demand and the need for fit for platform assets across this authenticity and relevance, to better engage with their targets. 5:35 We asked our LinkedIn to better engage with their targets. 5:45 We asked our LinkedIn followers to rank brand creator and user generated content kinda like we did at the beginning of this session. We wanted them to order them in the most optimal content mix, and here's what they said. 5:57 UGC first approach is really standing out, and I think that's really good news, not only for the space, but it's really showing that brands and retailers are starting to understand where the consumer is, what kind of content they're demanding, and what works best. 6:10 And the percentage of branded content creator content in UGC is gonna vary by your target audience, but understanding what works, learning what works for you, your brand, and iterating is gonna drive a successful strategy for you. 6:24 Brands are still investing, a tremendous amount of their creative budgets on branded content with a little splash of influencer creator and everyday shopper. 6:32 So we'll get into a little bit more about those mixes, but what you are gonna see is this uptick in in UGC and creator content, as we move forward. 6:42 And that's really because of this big disruption in the status quo. So consumers are demanding more and more authentic content, like brands partnering with creators. 6:51 In fact, ninety percent of consumers consider a brand when promoted by their favorite creators. And not only that, but everyday consumers are participating in the movement for more authentic content. 7:01 So we're seeing ninety per six ninety six percent of millennials who engage with a brand will share photos or videos with them online. 7:09 So really incredible to use creators and influencers and everyday shoppers as your ambassadors. And Brian Hertsenberg actually said it best in one of our, most recent Bazaar Voice Summit. 7:20 He's the founder and CEO of Confluence or Commerce. And he said the content that's most meaningful to a shopper's awareness of and decision for buying a particular product is increasingly not coming from brands themselves, but from other individuals. 7:34 And so there's something really powerful about that. Consumers hearing from other consumers. And that's why marketers across key industries like beauty, fashion, apparel, retail, travel, leisure, are really leading with that authentic content mix of influencers, creators, and everyday shoppers in addition to this traditional branded content that we're we're so used to and accustomed to as marketers. 7:58 More budgets are being allocated to user generated and and and creator content. And as today's shoppers expect more of that, it really becomes key that we meet them there. 8:08 This this content also really helps supplement your, creative production needs. So if you think about the content that you need from a branded standpoint across all of those channels, UGC can be available faster, more efficient cost, and it's, it's it's more effective in some cases than brand traditional branded assets. 8:28 So now looking at speed, cost, and effectiveness as the benefits to leaning more heavily into that UGC play. And in fact, that content actually plays a really critical role in your mix, and these types of assets can play a role across all of your communications objectives. 8:42 So let's take a look at how that might work. So one of the common challenges that we hear from brands and that we've we've we've that you all are are putting out in the market with your agencies and your media partners and your and your other marketing partners is the need to drive equity and awareness around unique brand attributes. 9:00 That's a real communications objective, and creators are so well positioned to deliver against that brief. They're gonna deliver high quality authentic content. 9:08 It's gonna be able to land that unique brand story that you're trying to land, and you can brief them differently. And And that's gonna help supplement your effective reach. So think about creator programs. 9:18 They can really drive lift in attitudinal metrics, including aided brand awareness, message association, and strengthening core creative asset activations. 9:28 And then the other challenge brands will be responding to is launching innovation to stay relevant. So launching new flavor variants, product innovation. And so the other way in from an awareness perspective here is really around product launch and quickly spiking awareness for those new variants. 9:42 You're gonna drive bursts of content and seed reviews. This is is where you can start to layer in some of that pulsing activity you're gonna see throughout the year as you launch new innovations, new products. 9:51 And as you think about your full plan, this this really goes back to landing the effectiveness element for consumers, hearing from other consumers, and you're driving that immediate impact with SEO. 10:01 So really powerful on that on that second level of awareness as well. And then moving into consideration phase, and this is hands down my favorite objective, just fun fact. 10:09 This is where needs state, usage occasion, moments, occasion, seasonality. They truly play a really big role in in effective content. 10:17 So understanding those planning moments that consumers are gonna be putting the, that the consumers are going to be in and putting your brand in front of them at those key moments is really key. 10:28 How do you link your brand to those moments that are so important to them? And as you focus on a particular season or holiday or evergreen moments like game day hosting, Are there those are just some of the moments that can play a role. 10:40 So now you have the steady drumbeat of content going throughout your season where you're really leaning into those need states and those occasions. And then while creators, influencers, and everyday shoppers can influence conversion through content we've spoken about above, you add different elements of messaging or different call to action. 10:58 There are a few ways to incorporate UGC and ratings and reviews to drive purchase actions at those key decision points. So couple examples here. We have UGC video content that's being leveraged with a shopper shoppable component, on brand dot com. 11:12 So really sweat the assets, being able to use them across various touch points and being able to just adapt them and alter them in certain ways to drive drive different actions with consumers. 11:25 And then all of this is truly underscored, by a fully optimized digital shelf. This includes your always on approach to ratings and reviews, collection and generation, your social UGC delivering best in class experiences from a visual standpoint, And thinking about all of that in the context of recency, quantity, quality, this is where you land the plane. 11:46 And this is a really incredible way to think about how your your funnel works together. What are we using to drive to this experience, and how is it consistent for for our consumer? 11:56 And how does it really help drive that conversion curve by having the best content. So this work plays a really big role in making that cross functional work more impactful. 12:06 So media driving to an optimized PDP being more impactful, for example. It's a really huge win for a holistic approach. And if you're part of a large enterprise house of brands, really working with your cross functional stakeholders to understand what that full consumer experience is across your UGC strategy. 12:23 And so as we round out what this looks like, what you start to see is as you bring this all together and it looks very familiar to a brand marketer, this stocks right into an integrated marketing plan. 12:34 So it starts to answer some of the questions that have been flying around the industry. How much content do I need? What's the right mix of content? Within that mix of content and UGC, what's the right mix of creators, influencers, everyday shoppers? 12:46 And the reality is it's going to vary by brand. It's gonna vary by objective. So this is one iteration of what of how this can come to life and what this can look like. 12:55 But what you start to see is at the top, again, the the creator content coming in, maybe you have paid support behind some of that. You have, your spikes and awareness we talked about, really seeding reviews and and and, and and optimizing SEO, like, right out of the gate for new product launches. 13:12 You have a steady drumbeat of content as you weigh it, as you lean into those different moments, occasions, seasonality throughout, throughout the the the seasons and the year. 13:21 And then it's all optimized, with a with your with your PDP and really, making sure that your conversion curve stays, is maintained throughout the year. 13:31 And so you think about ratings, reviews through quality, quantity, recency. All of this plays a role. All of it is UGC, and it docks right into all of the other activity you have through media and commerce, through integrated marketing plan. 13:45 So as you start to think through what what it looks like for your brand, it's gonna be different based on objectives and and, and and some of your goals and your target audiences. 13:54 But the reality is UGC truly does play a role in supplementing the content supply chain across the full funnel of objectives, and this is kind of what it starts to look like when you dig in. 14:04 So I'm gonna turn it over to Nasar. What you've heard from me is really around UGC and where it fits in from a strategic standpoint. But one of the most critical elements of this and one of the things that's really starting to, to really make an impact for a successful approach is gonna be video. 14:21 That sight sound motion asset, landing those larger storytelling elements, inspiring shopping, the way that traditional commerce assets haven't done in the past. 14:30 That's really where people can start to lean in from a marketing standpoint to to meet consumers with their demand and their needs, in the space. So, Nasar, over to you to dig in on that, and and more in q and a. 14:44 Thanks, Joe. Videos. Well, I made my last online purchase after watching a TikTok video. 14:53 Hashtag TikTok made me buy it. I'm not sure how many of you made a recent purchase looking at a video, but video content is taking over, thanks to the popularity of platforms, like, of content is everywhere, And that's what today's consumers want to see, and that's why marketing teams are, taking note of it. 15:19 So anytime there is a new trend, you would see that short form video content is jumping on right on top of it. A lot of marketing organizations are focused on identifying those trends and making sure that there is some video content around it. 15:34 As per, a recent research we did at Bazaarways, around fifty seven percent of shoppers have purchased a product after watching a video on social, and I'm one of those. 15:47 But, also, there's twice as much tendency for people to share videos more than any other form of content. If you think about the the DMs that you're getting where your friends and family are sharing content with you, let's say, on Instagram DM inbox, a lot of our DM feeds, a lot of our shared experiences are filled with video, and it just the trend right now. 16:11 Now within video as a massive category, let's look at some examples of popular video content types that you as a marketer can focus on in terms of both UGC and creator content. 16:25 In terms of video types, one that is really picking up is brand challenges. This basically means encouraging users to share videos around a team. 16:36 In honor of Mother's Day, Colgate recently created a challenge called hashtag make mom smile. Amazing initiative. 16:45 By the way, happy belated Mother's Day for, all the mothers in the audience today. In this brand challenge, users were tasked to do something special for their mothers and capturing it on video, creating UGC around it. 16:59 And it really picked up a lot of online organic impressions, a lot of reach. And, Colgate is trying to spread the message about Smile, which pines in well with their brand messaging story. 17:12 So this challenge is one example of how video content can take over. Another one is how to or educational content. 17:21 This is arguably the easiest place to start with in terms of short form video, as you're highlighting your products, your services, your differentiators. 17:31 This is Mesoa Skincare's recent, content around, tips and tricks for men's skin care video tutorials. 17:40 I may or may not have purchased this product. And another one that is really picking up is behind the scenes content. Now this is innovative. This is something that, we've started noticing picking up a lot more recently where employees of the organization are showing behind the scenes look of, in this case, you know, you're looking at, Glossier, where the entire TikTok feed is full of unboxing and tutorials and color matching guides. 18:07 I have been also hooked up to behind the scene videos about packing facilities where orders come in, they're printing the labels, they're putting in the boxes, ready to ship and deliver. 18:18 And they are hooked. Like, you know, they're hooking the users into this content with a very unique take while also having a voice over about the brand, about the products, and the messaging. 18:29 And finally, UGC. You know, if you are looking at the most effective short form video content, UGC is the way to go. 18:38 This is, the example here is by American Eagle where they encouraged, users to upload unretouched photos in the age of AI, Photoshop, and editing, photos out there. 18:54 American Eagle encouraged its consumers to upload content which was not edited, to really showcase, you know, consumers of varying shapes, size, ethnicities, and how the airy items, fit, for a wide diverse base of consumers. 19:12 UGC tends to get twenty eight percent or higher engagement than the typical brand posts and is also known to increase conversion rates. 19:21 So, it's definitely one of the most popular forms of content we saw earlier. A lot of our, viewers today have been focusing on UGC and should continue to do that. 19:32 But video takes effort. It's hard. It takes time, and it takes a lot of practice to make it right. So that begs the question on how can we get the most ROI from all of this video content. 19:48 Well, in terms of making sure we maximize the ROI of our video content, step one is to just curate all of this video content in one place. 20:00 We spoke about UGC video content, brand created video content, creators that are creating video content. It's all over the place. 20:09 So bringing them in one place and then supplementing the reach by making sure that they are visible across the consumer journey. 20:20 We can really use this video content to narrate stories or to answer questions at the point of purchase. 20:29 So, for example, in this case, if you were to display this UGC video content on your brand site so that shoppers who are scrolling through the product and are curious to understand a bit more about how it works or they want that skin care guide before they make that purchase, they can get it right there. 20:52 And you don't lose the consumer to, youtube dot com where they are going to do some research. So really gathering all of this UGC across the consumer touch points, including the Instagram link in bio or a shoppable gallery on your website or anything in between as such that the content can be made even shoppable right there. 21:16 So that if I look at a content and I get inspired by it, I would love to be able to buy it right there rather than have to go through a complex journey of a consumer experience where you might lose me. 21:30 So this is really important in terms of being able to make the most of your video and UGC content because it takes a lot of effort as we discussed. 21:39 In terms of ROI, what we are noticing, and, you know, a lot of the conversations we've had with our brands, the UGC and creator content is really driving a lot of engagement. 21:52 Twenty eight percent higher engagement, when UGC is integrated alongside branded content. So, I mean, all the all the levers are pointing in the direction of making the most of UGC and leveraging it along with the branded content. 22:10 There's also a loyalty where a lot of shoppers follow their favorite brands. So if I'm following the brand, I'm consuming the branded content, and I also see UGC about the same branded content elsewhere, that does build a lot of the loyalty. 22:23 And based on our recent research, eighty six percent of shoppers are buying products based on recommendations from creators. 22:32 I made a purchase recently. I bought gym shorts based on a creator I follow, a fitness creator. And, it is it is very much what I see in our household today where a lot of the content, a lot of commerce is happening based of what creators that we trust are posting about because there are new products every day. 22:53 And all of this also makes our ad spends efficient. Because when you are incorporating UGC, when you're incorporating the creator content, and maybe you're boosting this content, white listing it as part of your ad strategy, it really improves the ROAS. 23:14 You know, Parachute, one of the brands recently saw a thirty five percent higher click through rate when they incorporated UGC into their ads. 23:23 So a lot of signals showing the value of UGC and how we can make the most of the ROI. But touching to something Joe mentioned earlier, in terms of the impact that the content can drive to the different parts of the funnel, let's look at that and how a creator content in UGC can affect your funnel. 23:44 In terms of top of the funnel awareness and engagement, creators, UGC, the the video content that consumers are creating can really help you improve the brand awareness. 23:57 Like, if if that is the goal, there is a lot of way, through which this content can be repurposed, this content can be further boosted to make sure you get the most awareness for your brand. 24:10 In terms of KPIs, what this means is higher reach, higher impressions, higher share of voice. And the net impact is the upper funnel, brand lift, which is going to improve your brand awareness. 24:26 Where this further goes and impacts your funnel is improvement in the traffic on your brand dot com websites. 24:34 So if you were to leverage the creator content and UGC, include a CTA in it, a click to action or an affiliate code, which really inspires the viewer to then go take an action on your website such that you make this content shoppable. 24:52 You can really improve the middle of the funnel brand lift. You can make your brand, top of the mind for consumers, for someone who already knows about the brand, is not doing something active, is not going and viewing a brand. 25:08 This content can kind of really help you bring that consumer back to your website to explore what's new to offer. 25:16 The kind of KPIs that we typically measure here are the web traffic. If there are any questions that consumers are asking in your on your website, on your reviews portal, And in terms of being able to improve the efficiency of this part of the funnel, we really focus on the engagement on the content rather than just the reach of the content. 25:38 And finally, what every brand wants is conversion. So the bottom of the funnel revenue metrics, again, UGC content when repurposed correctly, when used on the brand dot com website, when when it has a clear click, CTA, maybe, again, an affiliate code that really drives a consumer to make that purchase, it could be super instrumental in driving a higher ROI. 26:05 In terms of the funnel, what we see here typically is an online sales lift. With online and I I I mentioned online because it's easy to measure and attribute where the content content drove that that sales lift. 26:20 It also improves the customer satisfaction as the consumer process of going and buying the product after discovery becomes very seamless. 26:29 The kind of KPIs that you wanna measure here are conversion rate or average order value. Like, is that going up when you are creating content with a lot of conversion and focus? 26:41 And as you think about the full funnel content mix, one point to take note here is aligning on objective of the content with the creators you're working with. 26:52 So, if we were to talk about creative marketing and kind of content creators should create, there's always this gap about the creators who think that they drive a lot of top of funnel, metrics. 27:05 They are going to improve your brand awareness. But as a brand, you are thinking of how can a creator get me sales and get me conversions. 27:14 And to answer that question and a lot of this mismatch is on the alignment level on what you want out of that creator content. 27:23 And we'll talk through that a little bit in terms of what we should watch out for when we work with creators. So as we said, like, the disconnect here is brand's expectations are bottom of the funnel many times. 27:35 Creators' expectations are top of the funnel. If your goal is top of the funnel, then the kind of creative content that works the best is giveaways and unboxing. 27:48 So these are the two types of content that work best with top of the funnel. And the reason is, when a creator is doing a giveaway, the goal is, hey. 27:56 I will give away and if you saw recently, mister Beast is giving away, like, twenty six Teslas because of his twenty sixth birthday. That had the the reach on that post and the number of the shares and the number of comments on those on on that post are crazy because the giveaway requires you to tag other people or share it in your story. 28:16 It has a certain steps to achieve it, which improves the awareness of the brand. Again, a lot of the top of the funnel metrics. Also, unboxing. 28:25 So if you are gifting or seeding products to hundreds of creators, and some brands here might be seeding products to thousands of creators, being able to develop a relationship with these creators that, hey. 28:38 I'm gonna give you a product. It'd be great if you talk about it. And that way, you can be part of our ambassador program to receive more products in the future. 28:46 It does improve the post rate from these creators. And for you as a brand, you get a lot of brand awareness for any new product that you're launching. 28:57 In terms of middle of the funnel, what we see work best with creative content is tutorials or hashtag get ready with me kind of content, where a creator is really talking a little more about the product. 29:13 So if a creator is going to use a certain skin care, brand as part of their get ready with me, kind of content or a tutorial of how to use a product, it is going to drive that middle of the funnel, stay top of mind higher engagement from the creator. 29:30 So if your goal is to stay in front of the mind, if your goal is to drive a higher engagement from your the consumers, then the tutorials are a good way of, creating that content with creators. 29:44 And finally and this is where it makes sense to align with creators. If you're focusing on conversion, there are, again, many different kind of content types that might work for different brands. 29:55 But what we typically see is having an incentive aligned with the creators and also, at the same time, including a click to action in the content. 30:05 For example, an affiliate piece of content is great for driving conversion, and it is very measurable. We see a lot of brands compensate the creators as part of a commission on top of the products or a fixed pay that might be associated with the campaign. 30:23 But the affiliate campaigns tend to show a good attribution back to conversion with the creator post. One of the brands we recently worked with last Black Friday, a fashion merchandise brand, they drove around, dollars six hundred thousand worth of new sales during Black Friday just through creator affiliates. So it works. 30:44 There might be a few iterations that require how to get the right creators that can write affiliate sales, and that's where a lot of our teams can come and work, with your teams to make sure we get the right strategy in place. 30:56 But the end overarching objective of this is aligned with your creators. Make sure that it is very clear as part of the campaign brief process on what the final outcomes are from the campaign so that later on, there are no surprises where the brand and the creators would not align on what the final outcomes were. 31:21 Creating the perfect content mix is as much art as it's science. So it is important to test and iterate. 31:31 By focusing on the right channels, you can improve the ROI of your investments in the content strategy. So it's important to learn and iterate. 31:41 There is no one size fits all solution for what an ideal content mix is. Again, we saw in the LinkedIn poll that Joe shared. 31:49 We saw in the some of the comments that you shared. Every brand may have a different strategy in terms of what content they're focusing on. What we're seeing in the market is it's really important to bring the brand creator and UGC content together and drive a full funnel approach to content, have the right kind of content at the right stage of the funnel to make sure you're making the most of it. 32:14 So as you expand and optimize on your strategy, just think about how are you going to get that incremental activity to drive higher returns. 32:25 How are you going to leverage these learnings to refine some of your existing content strategy? And more so, how are you going to, improve the experience of the consumer as they go through social and then brand dot com and maybe your retail dot com to eventually buy your product? 32:43 How can we make that experience for the end consumer a holistic one where they have the right pieces of content across their entire journey? 32:53 With that, a few takeaways, and then we'll get into q and a. I'm gonna consolidate this for what Joe mentioned, for what we covered into, like, five short key takeaways. 33:05 Number one, very important, is balance. You wanna make sure there's a right balance of creator content, UGC, and brand content to drive the growth and ROI that you're looking for. 33:18 Joe highlighted this earlier. I stressed upon video. It is great for storytelling. It is being shared twice as any other form of content. 33:29 We are seeing most of the brands use short form video content to drive their storytelling today. Video has a great opportunity. 33:37 It is the present and the future unless a new form of content shows up. So for now, it's all videos, and it's important to invest in that. 33:48 Repurposing the UGC, repurposing the creator content across the shopper journey has never been important The consumers have a short attention span. 33:58 They're jumping over different websites. Making sure your brand content is present everywhere is super important. And there's no point of doing all of this if you're not measuring the effectiveness. 34:10 Tying that content, measuring the ROI, defining the KPIs that you wanna improve on at each stage of the funnel is super important. 34:18 And finally, to make sure you make the most of your creative strategy, align with the creators on what your goals are and whether their goals are aligned with yours or not. 34:27 Create incentives where these goals can become aligned. Different campaigns may have different end goals. If you're launching a new product, it's awareness. 34:36 If you are driving sale during a Black Friday season, it's sales or conversion, and each campaign requires a different type of creator who's gonna create a different type of content. 34:47 So you wanna kind of, make sure you align with the creators on that. That's pretty much what we had in terms of, content to make sure, we cover our bases on the brand content strategy. 35:00 With that, I'm gonna open up the floor for questions and, look at if there is anything already in the chat. Yeah. 35:09 Nasar, we did have a question come in from Courtney, and I think I'll let you take that one. Thanks, Joe. I am going through my comments. 35:18 Could you would you mind reading that out for me, please? Yep. What is your opinion about influencers hosting multi brand giveaways where there are five to ten brands participating and no incentive for the audience to follow or interact with the brands? 35:34 It's a great question. And a lot of times, we are seeing a multibrand giveaway. It is it it goes back to the question of what the goal is. 35:44 Is this really where a lot of brands are sponsoring the same creator, Or is this where the creator is really trying to get in, and get more reach and more awareness of the products that they really like. 36:00 It it's a mix of both. Sometimes creators and typically macro creators, it's very expensive to work with them. And that's where we see a couple of brands come together to do collaboration with with with the creator. 36:14 But then sometimes, it's just the creator that who really likes the brand. And the goal of a giveaway is not necessarily always to improve, the awareness about one specific product as much as it is for the creator themselves to have more visibility about the products that she really likes or he really likes. 36:34 In terms of brands participating, and if there are multiple brands participating with no interact no incentive of the audience, they don't tend to work well. 36:42 The goal of the giveaway is to actually give away good value to the end consumer. If you're going to ask the end consumer to do three steps to be part of the giveaway, the only giveaways that tend to work are those that have a good outcome. 36:58 It doesn't have to be a Tesla like, that mister Beast is giving out right now, but it still has to be something worth of value that the consumers of the creators, like. 37:09 So I hope that answers the question. Yep. We just got another one, and I can take that one, Nisarga, and you can fill in if I miss anything. 37:19 The question is from Alexandra, and it's how important you find, written reviews in terms of strategy. Stats say they increase sales, but is there a case study? 37:28 And, there there are case studies. What I'll say in general about just the having a really healthy mix of UGC and written review content is a is a part of that. 37:37 So having ratings and review content and, actually, the way that it helps impact your, your full funnel mix is really, really critical. And so the way that we look at it and the way I think about it from, like, an optimized PDP standpoint and where those where does that review content live, And how is it doing more of a lift as you syndicate that out, to your to your retailers, to your to your, PDPs? 38:00 What kind of lift is it doing to help, land the plane, as I said earlier, for other other parts of your, marketing strategy? And so if I think about, specifically the growth in, like, retail media and, the the massive growth in spend there, what what ends up happening is a lot of times brands will have to make decisions around, really tight budgets and say, hey. 38:20 Listen. You know, retail media is really a place where I wanna put a lot of dollars, and maybe you're thinking to shift money from one place to another. The reality is ratings and reviews play a really key role, not only in search optimization on retail net retail media networks and retailers dot coms, But it's also really helping optimize that conversion, at at the end of the consumer journey from a retail media standpoint. 38:45 So if I think about the way that, you know, there's a continued focus on retail media investment and really thinking through the assets and the content that are living in your media placements and the strategy there, be it on-site display, CTV, social syndication, or wherever, it's all driving to this landing experience. 39:01 And if that landing experience isn't optimized, you're gonna start to lose some of the conversion curve that you've worked so hard to build. And so written review content is absolutely critical and thinking through what that optimal threshold is for your brand, is it a high penetration brand, a low penetration brand, and innovation? 39:19 What is the right mix of, you know, from a from a written review standpoint, the, quality of review content, the quantity of reviews on any given product, and the recency. 39:30 So it's not only about winning from a consumer standpoint, it's also about winning the algorithm on on retail dot com. And so written review content is absolutely critical for all of those elements, but it's also something that, that user the consumers are really turning to to make informed decisions. 39:48 So really a ton of impact there from a from a written standpoint and something we continue to say is a is a really critical part of your optimal mix. 40:01 I think pretty much nailed that, Joe. Alright. Anybody else had while we're waiting for more, if there are any other questions, the one thing I'll just underscore, and Nasar had mentioned it a few times in the second half of the presentation, the content supply chain, and we always talk a lot of around here about, content you need, not only for channels, we talked about channel fragmentation and the digital space and just this continuous demand for content. 40:27 You think about all of the iterations you need to be fit for platform across across all of those areas, and then you amplify that by audiences and the sophistication we have in targeting, with with data. 40:39 You think about how many iterations you then need for each of those channels. It becomes exponential, and it really becomes so overwhelming. And so, I spent so much time leading an in house agency for so many years. 40:51 And just to keep up with that demand for content is very, very difficult. And so having that UGC supplement all of your branded content is so critical. 41:00 Not only as we mentioned earlier, it's we can do it with speed, we can do it at a lower cost, and it's more effective in some cases. I think it's a really, really, nice way to supplement your content supply chain. 41:12 And then as Nasar mentioned again, like, having that content built and then seeing where it can live on all those distribution touch points is really critical too. 41:21 We talk a lot about sweating the asset. Where does that asset live and how do you get more legs out of that content so your production dollars are working harder? 41:29 Whether it be through, you know, working with creators, influencers, everyday shoppers, if it's review content even. And so just really thinking through not only the distribution and sweating the assets, but also the consumer journey. 41:41 Making sure that that consumer journey is consistent throughout, is also really critical. And so just a lot of really important points in a lot of ways that we think about this space that are, that are really coming to light. 41:58 Miss Arc, I don't know if you have any parting thoughts for us before we go. I don't see any more questions in the chat. I don't too. 42:06 Either the content was very clear or requires a follow-up. If it does, there are documents. So in in your window, there's a docs section where there is a clear marketing checklist and Bazaarways' twenty twenty four shopper experience index report. 42:23 We highly encourage, taking a look at it. There's a lot of, effort. There's a lot of guidance that has gone into making those reports. 42:32 We believe a lot in getting authenticity, authentic content for brands. We do a lot of research and survey to make sure we bring these insights consolidated in one place to all our, you know, all our partners and all the brands we work with closely. 42:47 So do take a look at the experience index. If there are any follow ups, you have our contact information in front of you. Feel free to reach out. We are very approachable, and we do, stay on top of our inbox to get back to you. 43:00 That's right. Thank you all so much for joining.
