“I think the biggest mistake most people, most businesses make when they go into that project is they think it’s a story about them, but the reality is it’s a story about your customer and how you help them in their story. And that’s the way we try to frame it. With the narration, with the visuals, with the music, from the story. It’s really trying to connect with that viewer on, ‘What is the problem you’re having?’ Why are you reaching out to this company in the first place? What has piqued your interest?” -- Mark Wonderlin This episode is the second half of my interview with business filmmaker, marketing expert, and Mosaic Media Films founder Mark Wonderlin as we discuss the importance of storytelling when it comes to video marketing, the different social media strategies for local versus global marketing, and about Mark’s philosophy that “the most expensive video is the one that doesn’t work.” As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available and what the newest audio chats will be about. If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. (0:00:00) - Different Types of Marketing VideosThe second half of our conversation starts as Mark shares his memories of a powerful video he recorded about a cancer patient, and the crucial role sound played in bringing her story to life. “I worked on this project personally,” he recalls, “and, you know, still to this day, like seven years later, I mean, it’ll bring tears to my eyes.” We discuss the two kinds of marketing videos, brand promos and testimonial videos, the different approaches he takes to each one, and how social media has upended some of the old rules. “The thing about TikTok,” he says, “is that people’s attention spans are just getting shorter and shorter and shorter because there’s just so much content out there.”(0:09:26) - Digital Marketing and Social Media StrategyWe also talk about how Mark’s social media strategies can vary depending on both the company and their customer base. “So, like a B2B company is not gonna really perform really well on Facebook,” he notes, “just because of the pool of the audience there, whereas a B2C company will do better because they’re consumer-based products.” He explains the different approaches between social media videos and more traditional advertising campaigns, as well as what they have in common. “It’s just a matter of the targeting,” Mark explains. “So the better you’re targeting, the better you’re going to be.”(0:19:53) - The Impact of Sound in MediaMark also shares his thoughts about the explosion of AI in the industry, particularly AI voices and how commonplace they’ve become on social media lately. “There’s this one AI voice company I’ve heard,” he recounts, “and it’s weird because they were showing samples of it, like, on a podcast or a YouTube video, and I hear that voice all the time now on YouTube.” We discuss whether virtual voiceovers can save a client money, and why he thinks human artists shouldn’t be written off just yet. “You save money on the front end,” Mark says, “but you’ll lose on the back end because people are just bouncing. They’re leaving because they’re turned off by the non-professionalism of the...

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