Which Marketing Numbers Survive on a Phone Screen
A marketing benchmark video fails on the same thing every time: it carries too many figures. A phone screen holds one number legibly, a benchmark deck routinely contains forty, and a video that asks a viewer to hold more than three is designing for failure. The editing decision, not the data, decides what is remembered.
That makes selection the hardest part of the job and the part most teams skip, because every figure in the report belonged to someone who fought for it. The video is not a summary of the report; it is an argument for reading the report, and those need different figures. Excluded on purpose is the methodology: sample size, collection window, and definitions belong in the report itself, and a video that tries to carry them stops being watchable without becoming defensible.
Five scenes carry the benchmark set: one on the question the report set out to answer, two on the finding that most contradicts what the audience expects, one on the figure that has changed most since the last edition, and one on where to read the rest.
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