In this episode of Video Talks, behavioural scientist and marketing researcher Erik Modig from the Stockholm School of Economics unpacks how audiences really process video communication today. He explains why most brands misuse the classic marketing funnel, why middle‑of‑funnel “education” content often fails, and how motivation and attention should shape everything from hooks to format and length. Erik shares practical guidance on balancing creativity with efficiency, what metrics actually matter, when video first makes sense for an organisation, and how AI will raise the quality bar rather than level the playing field.

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