Video Email Marketing: Tips, Strategies, And Examples

If you’re simply beginning with video advertising, video views are an important performance metric to grasp whether or not you’re rising your attain. For instance, if you want to publish two short-form videos a day on TikTok, you’ll find a way to maybe create a week’s price of content material (14 videos) in two or three days. But if you can take it slightly slower, you probably can create content material even further upfront. If you’re employed in a time-sensitive trade (like the information niche), you probably can solely create content material maybe a few days in advance. One of the simplest issues you are able to do to make video content material creation much less overwhelming is to batch-create video content material. That means you’ll combine all comparable duties — like filming all of your footage in a single or two days.

With the right tech stack and suggestions loop, you should be succesful of determine what kind of content material your customers prefer and which ones they don’t. But if you’re really fortunate, you’ll hit a theme that strikes a chord with prospects and they’ll fall in love with any content you create round that topic. Some individuals watch on YouTube, some might favor to observe Facebook. Don’t restrict yourself to 1 platform, or you’ll miss out on a huge variety of potential viewers.

One strategy is to trawl by way of any data you might have on clients and establish patterns. If you’re advertising is somewhat more subtle and you’re monitoring consumer info on-line, then you may additionally be ready to dig into interests, trade, and function. If the concept of becoming a video marketer seems daunting, don’t fear. If you’re not already on the video advertising practice, don’t fear, it’s never too late to step aboard.

High-quality audio conveys professionalism and ensures your message is heard, literally and figuratively. This precept is crucial as a outcome of social media platforms prioritize content material with excessive viewers retention. A robust hook instantly signals to algorithms that your video is partaking, which may tremendously enhance its visibility and reach. In a world saturated with digital noise, video isn’t simply another piece of content material, it’s a direct line to your viewers.

A Nielsen research found that greater than 70% of millennials watch videos on social media daily. The identical survey showed that 85% of U.S. adults watch videos on-line. Learn the way to leverage the ability of video advertising for restaurants to upend your competitors and entice more hungry customers. We let you know why video advertising is necessary, what its advantages are, and supply 20 tips and ideas you’ll be able to implement at present.

Building a successful Instagram video advertising strategy isn’t about throwing content at the wall and hoping something sticks. It’s about making a thoughtful framework that connects your corporation objectives together with your audience’s needs. What makes Instagram video significantly effective is its mobile-first design.

Create engrossing stories that specific your brand’s message and join along with your viewers. Make attention-grabbing, instructional shoppable movies that show off your merchandise in use. Make use of apparent calls to motion (CTAs) to direct viewers towards making a purchase from the video itself. As new instruments arrive on the scene count on it to become simpler to add video to your messages at scale and to automate the method. Video is a superb software to add to your advertising tactic toolkit and when combined with e-mail you can ship a multi-sensory expertise made for the digital age.

As an instance, the Savannah Bananas video above captures the baseball team’s values. In a couple of quick seconds, this TikTok video declares the team’s return for a new season of having fun and entertaining their viewers. Videos are best at all advertising funnel levels, from raising consciousness and producing interest to nurturing leads and driving conversions. That’s as a result of user-generated content material is a robust way of building trust. Since influencer advertising is on the rise, partnering with influencers can instantly boost your videos. Brands like Starbucks and Nike are already utilizing shorts to market their brands.

Once you’re confident in your value proposition, you’re able to proceed. Technically, web marketing is advertising that takes place solely on the web. As such, it’s a subset of digital advertising, which might use many different kinds of digital platforms, including the internet, to succeed in its desired audience. Companies use textual content messages (SMS) to share information about merchandise and promotions. Nonprofit organizations and political candidates also use texting to promote themselves and solicit donations.

Even though there are many various varieties of movies, most of them concentrate on five fundamental areas that may help us categorize them. Social movies not solely assist you to to extend model awareness but in addition help you to extend traffic to your touchdown pages when combined with a robust call to motion. This means, if you clearly perceive the platform’s requirements, you presumably can reach its meant viewers extra promptly and successfully.

To increase YouTube video visibility, don’t rely solely on the platform. Instead of directly pushing products, build a loyal area of interest neighborhood by providing valuable, related experience and fostering genuine engagement on YouTube. In addition, YouTube’s short-form video experience is “clocking in billions of month-to-month logged-in users,” considerably greater than Instagram or TikTok.

Influencer marketing permits for versatile and effective campaigns at a decrease value, providing you with higher returns on your funding. For occasion, having FAQ videos can remodel traditional written content material into engaging, easy-to-follow visible formats. Encouraging your clients to share their experiences can be nearly free, not like conventional advertising which often includes high costs for manufacturing and placement. Seeing others be happy with a product increases the likelihood that new prospects will give it a strive.

Not using these resources to learn about solutions could be insane. Humans have a deep desire to attach with the influencers of their lives. They need to understand the individuals behind the (personal or business) logo. But not many can achieve virality with their video content… Or so it seems. Overall, 87% of entrepreneurs believe that video advertising provides good ROI.

Many individuals dread this step because they don’t have lots of expertise enhancing videos. Luckily, modifying instruments make video production easy and easy for novices. Online movies additionally get picked up by in style search engines like google like Google.

Live streaming movies usually boost viewer engagement by creating a sense of urgency. Viewers can comment and work together during the stream, which will increase their social media interplay with the video content. Publish these movies constantly on social media platforms to extend brand consciousness, strengthen your employer’s brand, and enhance cross-channel promotion. Plus, we’ll present professional tips on producing participating video advertising technique, ensuring your efforts translate into real progress and success. Partnering with influencers relevant to your trade can give your video content material a wider attain.

Check every little thing for accuracy, add a cost technique, and you’re good to go. Pick one or two strategies from the list above and try them out on your very subsequent video. Don’t await “perfection.” Start with what you might have, iterate primarily based on feedback, and you’ll steadily evolve into that sought-after authority in your niche.

Moreover, since Life Inside integrates seamlessly along with your tech stack, you don’t have to worry about extra investments to create your video funnels. It’s not always attainable to continuously create new content material for viewers, as it could be each expensive and time-consuming. So, you’ll be able to at all times repurpose movies and cross-promote them to extract more engagement from them. To tackle this, be sure that you’re investing in high-quality cameras or smartphones, together with audio equipment, to create your videos. Shoot the videos in areas with first rate lighting, and if it’s within your finances, create an expert setup to increase the video’s credibility. Every video ought to replicate your model’s identity, from the colour schemes and logos used to the tone of the messaging.

You can even think about what other shoppers have said about working with them. So, take a while to verify online critiques and buyer testimonials. However, sometimes you may discover that you should deliver additional info to get your message across. So, growing a quantity of items to address every subject or concept can even allow you to fill within the lacking gaps for prospects. That mentioned, it might happen that your services or products is merely too advanced or technical, and prospects have many doubts about it. So, developing a series of tutorials that sort out every course of, method, characteristic, or concern in a extra specific, complete manner is the simplest strategy.

Proper modifying also entails adjusting visible parts like white stability, shade, and readability to enhance your content material’s storytelling and overall impact. These edits create your video’s complete feel and appear, significantly affecting its branding. Post-production is a vital a part of the method that calls for important effort and a focus to element. It revolves closely round video enhancing and graphic creation. Consider what type of content material will greatest convey your message and interact your audience, whether or not it’s academic, entertaining, or informative.

The present trade standard for on-line video is 627 kb/s with a resolution of 720p. If you’ve ever uploaded a video or sent one by e mail, you ought to have noticed that videos tend to be very massive. Compressing video information makes them more manageable for online makes use of like streaming, uploading, and distribution. If you’re organising a studio for the primary time, you’ve a heap of choices on the low end of the pricing spectrum. These will give you nice outcomes, but are much less hard-wearing than the costlier rigs which may be intended for every day use.

Even if a few of your followers miss out, most apps will save your videos to the app by default. You can delete them manually if you would like to, but they’ll often be obtainable for viewing by your followers after your live stream ends. If you’re interested in advertising as nicely as organic posting, they’ve a useful information for top niches like gaming and ecommerce.

Because they’re typically covering basic topics that are easily consumable, you’re going to be interesting to a broader audience. The concept is to each save your audiences’ vitality (by taking away their need to consider new things) and to provide them power (by providing renewed purpose or motivation to go on). So mainly something where your viewers is making an attempt to precisely replicate or mirror what it is you’re doing. As in your super-stars and best customers, you’ll be able to dive into complicated and area of interest points, or even invite them on to guest star as a presenter. While they have the most effective ROI over a protracted time period, they’ll take months or years to build up a large audience. For “free,” you ought to use any device with a camera and video recording software program, or you can spend hundreds of thousands on a Super Bowl Ad.

Overinvest time upfront figuring out the stickiest hooks to lead with earlier than high dropoff likelihood. Take the time to identify influencers who align organically with your model values and target demographic. Rather than a one-off transactional sponsorship, goal for longer-term partnerships rooted in brand affinity. Influencer advertising represents a $21.1 billion business in 2023. For new product launches, the right influencer endorsements can shift vital opinions, amplify buzz, and drive conversion charges via trusted referrals. Overlay related hyperlinks, offer codes, and make contact with info to facilitate seamless transitions from video view to product buy.

Video advertising is essential for businesses and types because it grabs folks’s consideration like no other medium. In a world the place attention spans are getting shorter, movies are quick, sweet, and captivating. Plus, videos give your model a human contact, permitting you to attach with your audience on a private degree, which can help build belief and loyalty. A Reddit AMA is a stay, interactive session on Reddit where manufacturers or company representatives reply user-generated questions. It serves as a advertising tool to interact instantly with audiences, enhance transparency, construct trust, and promote products or services authentically. In this lesson, I’ll information you through the necessities of local web optimization, explaining why it’s crucial for businesses that rely on foot traffic and local clientele.

Now that we’re on the same web page in regards to the significance of video advertising for business let’s see what goes into growing a video content material strategy. Your ultimate hub for explainer videos—guides, ideas, and examples to spice up your model with video marketing. As a portrait studio owner and a novice at video modifying, I extremely advocate FlexClip. I’ve found this tool incredibly simple to use and the attractive templates make creating gorgeous videos a breeze. It’s an excellent software to use for enhancing our shoppers’ experiences and including an additional contact of creativity to our advertising efforts. Videos downloaded and published on-line, resonating with audiences and considerably expanding engagement across varied platforms.

You can improve engagement before and during product launches, showcase the quality of the products you make, and get extra sales on the launch day. You also can build belief in prospects by exhibiting them visual proof of how good your product is. Whether you’re recording promotional videos, market updates, or podcasts, this is your stage. A calm, distraction-free environment doesn’t simply make you look extra professional—it permits your viewers to totally tune in. And when their attention is all on you, that’s when real engagement occurs. Respond to comments, start discussions, and share related content material.

A good smartphone camera together with some clear audio is enough for the most part. However, once you get a grasp of that, you can transfer on to investing in some primary accessories to enhance your movies. We repeat, “enhance” because none of it is a necessity on your movies. Pretty little factor has spiced up the BTS marketing by casting influencers. Thus, style fanatics and involved individuals acquire insights into what’s happening on the event. Viewers have an interest not solely in what’s seen but in addition in what’s unseen.

Even if your video is solely for leisure functions, all the time add a clear call to motion (CTA) with a link again to your web site or touchdown web page. But the true cause no one’s participating with your content material on LinkedIn is probably because you haven’t done the legwork of finding out what they actually need to see. As an ex-agency strategist turned freelance WFH fashion icon, Michelle is keen about putting the sass in SaaS content material.

This information strikes beyond the fundamentals, providing a complete roundup of the 13 best digital video advertising ideas you can implement right now. Social media movies have turn into a robust communication medium, transforming how manufacturers, influencers, and creators join with audiences. Visual storytelling, combined with careful planning and execution, unlocks new alternatives to interact viewers meaningfully. With concise methods and proven strategies, each creator can produce content material that informs, entertains, and evokes action. Here, you’ll study important ideas that blend creativity with strategy, guaranteeing every body contributes to success.

A video content calendar also helps you retain up with video metrics, so you know what video sorts performed well and when. You’ll have an easier time mapping each video to your best metrics. Search engines like Google prioritize high-quality, relevant video content material in their rankings.

Lastly, contemplating the shorter consideration spans typical of cell viewers, it’s very important to adapt your content accordingly. Keep your videos concise, and place probably the most engaging or important content firstly to hook viewers immediately. By setting goals that are particular, measurable, achievable, relevant, and time-bound (SMART), you possibly can make certain that your video advertising aligns with your corporation aims. Video is an effective sort of content material for advertising this industry’s services and products. It signifies that one of the best video editing software for advertising with a simple interface will help entrepreneurs without any expertise spiff up their merchandise.

In advertising movies, controversy can be utilized as either bait or an precise driving issue. It’s often the first way to seize a person’s consideration and make them stay for longer than three seconds. Some companies even use controversy as their complete marketing campaign strategy. Like all advertising strategies, controversy must be used fastidiously.

Use our free plan to construct momentum in your social media presence. The humorous and shocking reactions highlighted the product’s quality and entertained viewers. Old Spice revitalized its brand with a witty and memorable marketing campaign that includes a charismatic spokesperson. The video’s distinctive humor and direct engagement with the viewers led to a big increase in sales and brand recognition. YouTube excels at long-form content material and storytelling, whereas TikTok and Instagram thrive on creativity and trends. Grab a free preview of my new book Digital Threads, the definitive trendy marketing playbook for digital-first entrepreneurs and small businesses.

You can even use this data to test totally different posts, social advertising campaigns, and techniques towards one another. Constant testing allows you to understand what works and what doesn’t, so you possibly can refine your social media advertising plan in real time. Show viewers how your services or products works or share useful suggestions. When individuals watch a useful video, they’re more likely to belief you and perhaps decide to purchase from you. Teaching something priceless may be a good way to attach together with your viewers.

It’s not simply entrepreneurs who need to make certain they’re seeing a return on their investments. Once a prospect turns into a buyer and enters the adoption stage, educate them about how they will get essentially the most out of your products and services. In the below product video, the outside gear brand showcases a few of their children’s winter gear, together with coats and hats. It features children sporting the gear while exploring the marvel of the outside and collaborating in sports like snowboarding. The video is relatable and short, and can be used as each a Facebook submit and promoted as a social ad. Another major benefit of the video format is you could easily monitor a number of efficiency metrics to see what’s working.

You can also use analytics to be taught which matters and video formats get the best results. If explainer videos get probably the most views, prioritise those going ahead. If you find that animated videos don’t carry out as properly on social media as reside movies, change your technique. Video advertising is the method of creating an attractive video and importing it to a advertising channel. It’s the content material format a business makes use of to succeed in new audiences, showcase products, and generate gross sales. Video advertising is a strategy companies use to draw leads and prospects.

Promo enables you to simply format your video with the correct aspect ratio for the platform you’re posting it to. Stepping past the customer journey and video, there’s extra to video than meets the attention in relation to video marketing. Considering the trust issue for brands is at an all-time low, good, old-fashioned, word-of-mouth marketing is the brand new normal. This is the place you target by age, geography, and interest, as well as use lookalike audiences matched as a lot as current purchasers and followers. No must waste time on focusing on current followers and followers – move on to next stage video.

Your video might purpose to level out new products, explain how something works, give useful tips, entertain, share experts’ options, make viewers acquainted with the group, etc. But there are video editing suggestions for newbies so anyone can learn how to generate respectable content material. So when you clarify everything concerning the product in your video, viewers get all the vital information and don’t trouble your buyer support.

To get a deeper understanding of the significance of video advertising, check out this weblog on effective video advertising, and discover methods to implement these strategies in your campaigns. For professional help with video production, visit our video production services web page. Video advertising has turn into a cornerstone of recent technique, helping brands have interaction audiences with more authenticity and impact than static formats permit. From building belief with testimonials to analyzing how content performs throughout channels, today’s instruments empower entrepreneurs to do more with less friction. Here, we’re breaking down seven of one of the best video marketing tools that can support video strategy from video production to efficiency. Video advertising is highly effective as a end result of it can boost your conversion rates.

It includes three lights positioned strategically across the topic. This strategy creates a delicate gentle that makes your topics look their best on digicam. But a shotgun mic setup is a sound investment that can last for years. If you’re in search of a less expensive resolution, the Rode VideoMic is a great alternative. The Zoom recorder will let you report audio individually on an SD card and regulate the achieve for the area you’re shooting in. Plus, we found that this is an easy-to-use option that we can arrange rapidly.

User-generated content material becomes your secret weapon for constructing neighborhood while providing genuine social proof. When clients create videos that includes your merchandise, you’re getting endorsements that really feel real because they’re. Without it, even essentially the most artistic movies won’t deliver the results you’re after. Start with SMART objectives that provide you with clear targets to goal for. Whether you wish to increase model awareness by 25% or generate one hundred new leads every month, particular goals will information every content material determination you make. When clients create videos featuring your merchandise, it provides genuine social proof that money can’t purchase.

But personas are wonderful for figuring out tone, voice and channels for publication. Because the data they provide is basic, personas aren’t good for figuring out what type of content material to make. Both options have the power of persuasion in generating new prospects. What’s essential is that you’re seen as providing extra assist when your viewers wants it most.

Countdown movies construct pleasure and anticipation round product launches, gross sales, or events. Unboxing videos tap into the excitement of receiving and opening a product. They’re great for showcasing your product packaging and creating a way of delight. Webinars are reside or pre-recorded sessions that educate your viewers about specific subjects. They’re glorious for demonstrating experience and generating leads. Video contests encourage your viewers to engage along with your model actively.

Create a shot record of extra b-roll concepts than you think you’ll want and mark them off as you document them. Before and through your video shoot you’ll want to preserve an inventory of pictures you want to get and a listing list to ensure you cover every aspect of the plan. With your three-point lighting setup, there will be no want for harsh fluorescent lights. This section will stroll you thru the detailed process of creating and publishing a video for your corporation. Use HubSpot Video Hosting or Loom to document yourself recapping an necessary assembly or giving personalized recommendations. These videos create a pleasant, unique second for your prospects and can drive them deeper into the purchase journey.

For a more streamlined course of, think about using specialised software program like Descript. Its video editor not only helps within the video production course of, but additionally lets you manage your video projects, making it easier to stick to your content material calendar. It takes viewers less than 10 seconds to resolve if your video is price their time or not. Your position, therefore, is to inform your audience immediately why they want to watch your video.

A deep understanding of your audience is necessary for creating content that feels personal and relevant. Define your viewers personas, specializing in their demographics, preferences, and ache points. Instead of making an attempt to promote something, you’re adding worth by educating viewers a helpful ability. Educational movies permit you to teach something useful to your audience while demonstrating your experience. They may be tutorials, guides, FAQs or ideas associated to your business.

It’s a lightweight approach to improve visibility and drive conversions on platforms where persons are actively looking out. And as a outcome of these ads run contained in the market, they typically feel more native and fewer disruptive to buyers. Now it’s time to take things further with digital advertising techniques that allow you to scale that momentum. They’re small, confirmed moves you can layer into your routine to remain visible, construct belief, and convert extra of the traffic and a focus you’re already earning.

Let’s forget the listing of features for a second and cook an egg — bear with us. As Intercom showcases on this video instance, product updates can be delivered in a enjoyable and interesting method whereas also delivering necessary information. Videos like this one from Adobe use vibrant graphics to seize the viewers’s consideration. By combining parts of artwork, sound, and motion, animated movies enhance viewer retention and make your message more memorable.

If your short teaser is compelling sufficient, individuals will click on via. You can use scheduling instruments like Buffer, Hootsuite, or Later to mechanically submit your teasers throughout platforms at optimal occasions. Metrics like watch time, engagement, and click-through rates supply deeper insights into what’s working and what’s not. By often analyzing these numbers, you can optimize future content material, amplify your advertising efforts, and guarantee your movies persistently drive actual results.

AI can mechanically reformat videos for different platforms, adjusting lengths, facet ratios, and pacing to match every surroundings’s greatest practices. A professional explainer video may cost $5,000 – $10,000 when produced historically. The identical idea executed with AI tools might run $50 – $100, a 90% discount. Podcasts are one other nice approach to repurpose your video content material.

For instance, Notion AI got plenty of attention when it came out in early 2023. Its brief and candy launch video is certainly one of Notion’s high performers, racking up over 12 million views and 14K likes. You’ll schedule due dates and publishing timelines, assign duties, and collaborate and communicate together with your content material advertising group in the comments section. You can engage your viewers most effectively whenever you converse to their particular use cases, and their specific wants.

The secret is to have a strategy—a “why” behind what you’re posting—instead of willy-nilly posting whatever involves mind. Video content material can be more time-intensive than blogging or podcasting, because of on an everyday basis spent taking pictures, modifying, importing, selling, and analyzing. It’s simple to get burned out and lose momentum for content material creation. Set apart at some point to film multiple movies and another to edit.

So, to encourage them to click on on your video, your title must be straightforward and clear. To start with, it’s going to change drastically if you do it in-house, hire freelancers, or outsource it and team up with a video manufacturing firm. Understanding your audience’s problems (or needs) will help you figure out what type of story you possibly can develop to position your services or products as a solution to their issues. How you presumably can current yourself as a trustworthy and reliable firm that’s interested in helping them. At this level, you’ll have to do heavy analysis and learn everything about your prospects. If you need assistance, there are software program tools like ZenRows for information extraction to manage knowledge from public sources across the web.

Each step must be accomplished in sequence—you can’t edit earlier than you record, for instance. Effective video manufacturing workflows additionally specify who’s liable for every stage. Capturing customer feedback is the key to creating compelling product movies. In this video, the Loom group exhibits product leads how to create a product kickoff video to share with a distributed group. First of all, your smartphone is the most effective tools for every kind of affordable video shoots.

Since Google owns YouTube, you may as well publish your video marketing on that platform. The purpose is that Google typically locations video search results on the first page that hyperlinks directly to YouTube. When you could have the video on YouTube, practically you have conquered each worlds as people use both platforms to perform any search.

By following these steps, you can create high quality monetary advisor advertising videos that may help build your model and engage with potential and present purchasers. There are a number of ways to get started with video marketing. One of the most effective is to create quick video clips that can be utilized in social media posts.

Video marketing could be overwhelming at first, however with somewhat apply and endurance, you’ll be able to simply produce high-quality video content that’s unique to your model. This metric is great to trace in case your goal is to extend brand awareness. But it’s important to do not forget that each video hosting platform measures a view in one other way. Instream adverts play before, throughout, or after different forms of video content material. Owned advertising channels are properties that you have free access to and can control. These channels give you the freedom to experiment with your video content and test what works earlier than investing in paid channels.

Too little professionalism and your content material is now not effective. Take benefit of their expertise and their audiences by sponsoring them. Strategically partner with influencers to access their reach and experience.

As a meal prep enterprise, you can solely think about how strategic it was for Blue Apron to companion with a top chef like Sam Kass. Kass reaches 20,000 followers that are probably all meals lovers. Blue Apron’s use of influencer advertising and personalization has boosted engagement by internet hosting a digital cooking class with Kass, helping them foster brand trust.

An energetic how-to video is ideal for platforms like YouTube, LinkedIn or Instagram Reels, where individuals are keen to spend a bit more time watching and learning. Animated explainer movies are an alternate choice to live-action demonstrations. Though more summary, they’re still a chance to place the customer’s problem into perspective and introduce your services as the answer. It’s a relatable video that gives suggestions beyond the brand’s products to offer followers a straightforward, applicable routine. When individuals can see how your product works or how other individuals use your companies to unravel an issue, they’ll visualize themselves doing the identical factor. Our devoted in-house content material team can acquire each existing and new videos and automate their deployment across all your distribution channels, both inner and external.

Real property movies have numerous functions, like showcasing footage of a property for rent/sale, introducing a real property agent, or showing feelings from shopping for a home. A firm creates a streamlined video ad that highlights its proficiency, credibility, creativity, and extra. People will begin to visit the web site more as videos enhance your web optimization ranking. People get all the necessary data from your video and get a name to action to make a purchase order. Below are several enlightening Cloudinary articles—along with their abstracts—on the automation of and related expertise for marketing video. Our blog submit New Global Study Strengthens Case for Brands to Support User-Generated Content offers extra perception.

A strategic platform alternative maximizes visibility and interaction, making certain your content resonates successfully. Ultimately, the considerate number of channels proves that well-curated social media videos amplify your message and boost success. Invest in high quality tools and establish a strong manufacturing course of to ensure your videos look and sound skilled. Begin with reliable tools such as a great digicam, clear audio units, and efficient lighting solutions.

It cannot only enhance brand awareness and conversions but additionally encourage social shares and engagement. However, to maximise its impact, setting clear and measurable objectives is essential. It signifies that social media strategists successfully use movies to create awareness about their manufacturers, whereas shoppers leverage movies to search out options to their problems. Customers who watch movies are extremely engaged and possess high intent about interacting together with your brand or product. You ought to capitalize on this and add a CTA right under your video, in order that clients at all times know where to go subsequent.