Thumb-Stopping Video Content!


We continue the conversation around marketing with storytelling in Part Two of our conversation with Dan Grech. Here, we will introduce the creation of thumb-stopping video content.

Dan is the Founder and CEO of BizHack Academy, which trains all types of organizations… from small business startups to nonprofits to Fortune 500 companies… to understand the secrets of digital marketing. With an impressive background as a marketer and journalist, Dan knows all about telling a story that gets results.

Missed our last chat with Dan? Click here for Part One of our conversation.

Video Transcript:

You want to reach through the camera and speak directly to the human on the other side of the lens.

Welcome to Amplify:

Welcome to Amplify with White Knight Productions. I’m your new host, Madi Tinney. At White Knight, we’re all about amplifying voices through storytelling. And in this series, we’re connecting with industry professionals who know how to boost messages far and wide. Today, we’re thrilled to speak with Dan Grech.

As a video production company, we’re obviously big believers in video. So what’s your opinion on video marketing and the level of importance it has?

Video is the vernacular of the web. Video is how modern audiences communicate. And so, is video important or even essential to digital marketing? Absolutely!

It is essential that you create what we like to call “thumb-stopping video.” What that means is you need to capture their attention within the first three seconds of seeing, having the video. You need the video to be able to be effective even if the sound is turned off because it’s often going to be defaulted off on things like Facebook. So you need video and images and text that arrest the eye and that speak directly to your ideal customer.

And, when you have clients come to you and say, “Okay, I get it; I have to have this thumb-stopping video, but how do I do it?” You know, what do you tell them as advice to get them to understand that concept and actually go through with it?

In your mind, a video is this big. And it’s going to be a huge project that’s going to take months and cost you thousands or tens of thousands of dollars. And yes, that can be true.

But, a video for an ad that you’re going to put on Facebook or Instagram or even in like Google Display can be six to twelve seconds long. It can be a slideshow of a couple images and a little bit of text. And it can be something that you can build to get started in a matter of one hour… using free tools.

Then, once you’ve started getting going with creating those videos and once your audience has told you by watching or not watching some of those videos, then you can start investing more… engaging folks like White Knight Productions… to create the high-quality video that you will need in order to really take your company and take it to the next level.

And, you know, you mentioned social media is all about catering to people’s short attention spans. They’re on their phones. You know, you need to get that attention in a few seconds. But have you seen longer-form videos work or other multimedia… like podcasts… work successfully elsewhere?

The way I like to think about it is… are you speaking to your ideal customer… the type of customer that you love to serve, that makes you a ton of money, who recommends you to their friends. And then, are you creating video content that speaks directly to their unmet needs and to how you can help solve those for them?

If you’re doing that, your videos will be successful, and you do not need to limit them to a few seconds, which is what the advertising companies recommend. Facebook, for instance, says six to twelve seconds is the ideal length of a video if you want people to actually watch it to completion.

Look directly at the camera. Thumb-stopping video

The other quick thing I’ll say to you is… see how I’m kind of looking straight at the camera, talking at and then through the camera directly to you, business owner, who’s watching this? That’s what you want your videos to do — is you want to reach through the camera and speak directly to the human on the other side of the lens.

And if you do that, and you leave that impression — “Oh, this guy understands what I’m going through. This person knows what I need” — they’re much more likely to check you out on your website, pick up the phone, call you, and ultimately, hire you.

So really, what video is — is an intermediated conversation between you and the many others who are on the other side of that lens.



To learn more about Dan and his business, visit And to hear more insider scoops on how to amplify your story, be sure to follow White Knight Productions on your preferred social media for updates on future episodes.



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Catch up on previous episodes of our series.