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15 Types of Videos That Every Business Can Use

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“Where do I begin?” is a question we hear a lot here at Wistia (and not just from visitors who are overwhelmed by the number of snacks we have on hand).

We know the thought of creating videos can be overwhelming, especially when you’re trying to decide which types of videos you should make at your business. At Wistia, we’re constantly saying “There’s a video for that!” and it’s true — creating a video is often a better, more effective way of presenting information.

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For instance, why send a long email when you can record a quick video voicemail? Why write a long how-to article when you can craft a simple explainer video? And why talk about your product when you can demonstrate its value in just a minute or two?

We’ve gathered a list of the essential types of videos your business can create in order to promote your product, convert leads, and grow your audience. Along the way, we’ve included estimated production times based on the experiences of our video producers, so you can factor them in based on your workload. Sound good to you? Great!

Do you sell a product or service that isn’t easy to explain succinctly? Or maybe you’ve done enough research to know that including video on your product page increases visitors’ time on that page, and thus the likelihood that they might convert.

Product videos show your product’s features and benefits and often include examples of how it works, all while engaging your audience. They’re particularly beneficial for consumers who are in the awareness or consideration stages of the buyer’s journey and need a clear, comprehensive explanation of what you offer.

Product update videos

Product update videos will keep your existing customer base in the know about the latest changes and upgrades to your product. Additionally, these videos can teach your customers about new features and help to increase product adoption. They’re perfect for putting a face to the name of some of your teammates, whom your audience has come to know and trust.

Production time

Because they often take prominent positions on businesses’ websites, product videos can have lengthy production times with multiple edits and revisions. Often, getting the concept and script perfectly aligned, as well as looping in key stakeholders, can be the longest parts of the process.

On the other hand, product update videos have lower stakes, since they’re more likely to be featured on blog posts and across your social channels, so producing them is less time-consuming. From the moment you start scripting to the final embed, you can usually expect your product update video to take between 3–4 hours.

Video length

Once you’re all set and ready to upload, your product video should generally run anywhere from 2–5 minutes for the best engagement results.

Metrics that matter

After you embed a product video, you’re primarily looking for a combination of the play rate and engagement rate. Obviously, you’re trying to communicate a lot of new information in only a few minutes, so you want to make sure your viewers stick around for the entire duration.

Rewatches will let you know if there were certain portions that people might not have understood the first time — or they could indicate that your viewers are especially excited about a certain feature that they want to see again.

Explainer videos are educational videos that teach your audience how to solve a problem. That problem could be related to using your product, or it could be a more tangential issue. But by the end of the video, your audience should be armed with the knowledge to take action based on the new skills they’ve learned while watching.

All of these factors make explainer videos perfect for ramping up content on your blog or even assisting a page in your support documentation. Why force people to write in with a common question about your product when you can explain it in a video that’s easily searchable? You’ll know your explainer video has really done its job when it results in fewer questions for your support team.

While a product video is likely to be replaced by an updated video down the road, explainer videos often have the capacity to provide value for years to come. Think of these guys as the ultimate classics of your video collection, lined up right next to your Lord of the Rings extended edition box set.

The team at Sticker Mule knows all about using explainer videos to give helpful tips to customers who might not be super familiar with their product line. They created this video to answer a frequently asked question in a visually engaging way, complete with step-by-step instructions.

Production time

Since explainer videos require lots of detail-oriented planning, you’ll need to put more time and effort into producing them — about 20–24 hours on average. But that amount of time is worth it when you remember that new customers, returning customers, and leads who might be looking into your product for the first time are all going to benefit from them.

Video length

Explainer videos generally have a running time between 2–5 minutes, so it’s imperative that the content is dynamic and engaging.

Metrics that matter

Once again, engagement is the key metric here. But you should also take into account which parts of your video viewers took time to watch more than once. Does this mean that section was particularly confusing for them? Maybe it signals that a certain segment warrants its own explainer video. You’re teaching your customers with these videos, but let the metrics teach you a thing or two, as well.

When a lead finally converts and becomes a customer, what’s the first impression they’ll have as a new member of your company’s family? How will you welcome them to make them feel right at home? And perhaps more than that, how will you make sure they understand everything there is to know about what you offer? Enter onboarding videos, in which customers are shown the ins and outs of all that your product has to offer them.

These videos help your customers start off on the right foot with your product. That’s why it’s crucial that you take extra time to polish the messaging to ensure they’re valuable and easy to understand.

HubSpot has perfected the art of the onboarding video, as seen in this example for welcoming participants to their kickoff HubSpot Academy session.

Production time

Put on your video thinking cap and buckle up, because production time on onboarding videos can take up to a few days. You got this!

Video length

Onboarding videos run a bit longer than most business videos, ranging from 5–10 minutes. Because of their extended length, it’s all the more important that you keep viewers engaged throughout. If you need to sprinkle some shots of puppies in there, we won’t blame you. Get creative with it!

Metrics that matter

Obviously, you’ll want your new customers to watch the entire video and take in all the information, so the question will ultimately be, just how engaged were they while watching?

Simply pull up your video’s heatmaps in Wistia and look at how individual viewers are interacting with the content.

Everyone could use a helping hand sometimes. Especially new members of your team who are overwhelmed with information. Here’s where video’s special powers come into play.

By using video to take new employees through in-depth processes about how your product and company run, you can save time and stress (for both yourself and your new teammates). And what’s more, internal training videos are useful for all your employees, not just new hires.

Curious what they might look like in context? The creative minds at Dollar Shave Club have you covered with this internal tutorial they use to teach their employees everything they need to know about a new product: the Dollar Shave Club Traveler.

Production time

Internal training videos usually take anywhere between 1.5–3 hours to complete.

Video length

Feel free to go as in-depth as you need to with your internal training videos. If they end up being on the longer side (say, 5–10 minutes), it’s not a problem. Since these types of videos are more for communicating basic information to an internal audience, there’s less pressure to make them super polished.

Metrics that matter

Because internal training videos are for onboarding purposes, you’re probably looking for your employees to watch from start to finish. So naturally, play rate and engagement rate are important to track. And you guessed it — this is another perfect opportunity to analyze the content of your videos. Are there certain parts that are being watched multiple times? This may set off red flags that a specific section is particularly information-heavy or even confusing for viewers, so you’ll know how to improve your videos in the future.

People influence people. From Yelp reviews to Facebook comments, honest reviews can change our opinion of a product or convince us to buy. That’s what makes testimonial videos so valuable.

These videos can clearly show your leads the positive impact that your product has on real people. Hearing from customers’ voices and seeing a product in action is far more engaging than reading a paragraph. In the end, testimonial videos can be indispensable for winning over new customers.

Need some testimonial inspiration? The video team at Toast has their testimonial game down to a science.

Production time

Testimonial videos can take anywhere from 1–2 days to put together, depending on whether or not you have to travel to the customer to shoot footage. If you have a video team, there are definitely pros to sending them to your customer.

Not only does it make things easier for the customer (after all, they’re doing you a favor), but it also means the video itself will be consistent with your production style. If it’s inconvenient to travel and the customer has their own video team, having them film their own testimonial is a solid backup plan.

Video length

When it comes to length, testimonial videos generally fall within the 5–10 minute window.

Metrics that matter

For testimonial videos, play rate and conversion metrics are key. Your play rate will clue you into how many people are interested in viewing the endorsement once they’re on the page with the video. If you’ve added Timeline Actions to your video, like our Turnstile email collector or a Call to Action, you can quickly see your conversion rates on your video’s Stats page.

Promotional videos are like personal video invitations. Whether you’re inviting guests to a conference, webinar, or office open house, promotional videos pitch your event while giving your audience a feel for your brand.

In these videos, you’ll want to give a brief but detailed overview of the event you’re promoting, along with a Call to Action that encourages viewers to sign up or save the date. Your end goal is to generate leads or attendees by prompting viewers to take an action.

Convincing people to travel to attend a conference is a big ask. So the team at Moz used a promotional video to briefly summarize what attendees could expect to learn and take away from the event if they booked a ticket.

Production time

Production can take anywhere from 1 hour to multiple days depending on how major the event is. A webinar invite video probably won’t need as much production time as a promo for a 3-day conference, for instance.

Video length

Event videos should be short and succinct, ranging between 1–3 minutes.

Metrics that matter

Play rate is the main metric to take into account here. But perhaps more importantly, if you’re implementing Turnstile or a Call to Action within your video, you can track just how successful your video has been at convincing viewers to enter their information or click your CTA.

When it comes down to it, company culture videos are the most fun (and dare we say easiest?) to create. After all, they can pretty much be about anything and everything. Did you throw a guacamole-making competition for your team during lunch one Tuesday? Show it off in a video! Your CEO rode a unicycle to work? You have no choice but to make a video of that.

These videos let customers see who you really are behind the scenes as both individual employees and a collective company. There’s no better way to connect with your fans than by giving them a behind-the-scenes peek into the goings on at your office. (Hint: spotlighting your office dog is always a good idea, right Lenny?)

You can also use these videos for recruiting purposes to show potential employees what your work environment is like. Don’t just describe your great company culture and list your cool benefits — show them how it works in action.

Because you can never have enough dog videos, here’s how London-based branding agency Rooster Punk used humor and a healthy dose of charm to show off their office dog, Amelie.

Production time

Your company culture videos will, in most cases, take 1–2 hours to craft, so they’re relatively quick and easy to produce. As long as your audience finds them delightful, you can never make too many of them. Plus, they’re a perfect way to ramp up engagement on your social platforms.

Video length

These can come in a range of lengths, from less than a minute to more than 5 minutes, depending on the scope of the content.

Metrics that matter

When looking at the analytics, the overall play count can be particularly insightful. You’re basically selling your brand based on the work atmosphere you’ve helped create, so the barometer of success will ultimately be whether or not people took notice and pressed play. If the number of plays is telling you that your company culture video is making a splash, you know what that means: more guacamole-making contests are in store for your team!

Video voicemails are low-cost, high-reward videos that customer-facing employees can use to connect with customers and leads. Think of them as jazzed up versions of phone voicemails. Using just your computer’s camera, you can introduce yourself to a prospect in a memorable way or quickly respond to a customer’s question. More and more sales and support teams are inserting friendly video thumbnails into their emails and delighting recipients.

Check out this creative video voicemail from Jonah, who’s on our Customer Success team. Jonah uses video voicemails to encourage prospective customers to book a time on his calendar to talk more about the Wistia product. And especially with that Matrix poster in the background, how could they say no?

Production time

Your overall production time generally will be less than 5 minutes. Don’t overthink them: Just be yourself and keep your script concise.

Video length

These videos can be super short (most tend to be just under a minute long).

Metrics that matter

You might only be sending this video to 1 or 2 people at a time, so don’t be as concerned with your play count. Instead, look at how engaged your audience is, no matter how small it may be. Take a peek at your video’s heatmap to see whether or not your voicemail recipient watched the entire video or only part of it. Did you add a CTA or an Annotation Link in there? Be sure to check if the viewer clicked on them.

Whether your social network of choice is Facebook, Instagram, Twitter, or a combination of a bunch of them, the videos you host there can drive traffic to your website or simply live on your profiles to build brand awareness.

Remember, many of your viewers will be quickly scrolling through on their phones and won’t have time to watch longer content. Short and sweet is the name of the social video game.

Production time

One of the great benefits of social video is that a lot of the content will have already been made for other purposes, like event promos or product updates. All you have to do is post it (or at the most, edit it down a bit first). Making these kinds of videos might only take you a half-hour (if they already exist), or up to 2 days (if you’re creating original content).

Video length

The average length of your videos hosted on social media should be less than 2 minutes, but shorter than that is preferable. If you can cut down your video to 30 seconds or less, you’re a real social video superstar.

Metrics that matter

Take a case-by-case approach for measuring the performance of your social videos. Based on the platform, you’ll want to make note of the number of views, likes, shares, and comments your video is drumming up. Unfortunately, Wistia analytics are hard to gauge since your video will be hosted directly on the social platform, but looking at how your video performs on each individual site will shed light on its success.

Video can be a sales secret weapon, especially if you’re working with clients all around the world. There are many advantages to using a pre-recorded sales presentation, not least of which is timing. Emailing back and forth just to get something in the books can slow the momentum of the sales process.

Recording a sales presentation with a webcam and screen-recording tool like Soapbox can help speed things up. Prospects can watch your pitch on their own time, returning to points you made earlier in the pitch, and then share it with colleagues if they need to. Not only will they appreciate the effort and planning you put into it, but they can also get more of the information they’re looking for up front.

When creating a Soapbox video, you’re able to record both your friendly face via webcam and your laptop screen simultaneously, giving you the opportunity to add a personal touch to your videos, just like Nextep does in this example:

Production time

A Soapbox video requires very little overhead — all you need is your computer and some good lighting. Depending on where the lead is in the sales funnel, you may just be dropping a friendly line, with a few screenshots of your product or website, or you may be conducting a more extensive walk-through, answering questions, or recapping prior meetings. If you want to learn how to create a persuasive pitch with video storytelling, try using our Sales Presentation Template. This may take a day or two to put together from end to end, but once you’ve done one, the next one will go much faster!

Video length

Aim for up to 3 minutes so you can give yourself enough time to get into the right level of detail, answer all questions, and finish off with a call to action.

Metrics that matter

Sales presentations are meant for small audiences, and the most important metrics are engagement, watch time, and conversion (if you’re including a conversion action within the video).

When it comes to livestreams there are endless possibilities, but one type of video that your business can get started with right away is a live event stream. If you’re already hosting conferences, conducting seminars, or sharing big product announcements with your audience, you can easily turn those events into a livestream to reach a wider audience.

Wondering where to stream? Facebook is a safe bet, especially if your company already has a presence there. We recently opened up our monthly Show and Tell meeting to the public in a Facebook Livestream to bring our customers up to speed on what we’ve been working on lately:

Production time

Production for a live video is all in the setup since there’s really no post-production process. In most cases (unless you’re on the go), and especially if you’re broadcasting a speech or announcement, you’ll want to use a tripod to keep the shot steady. Make sure to direct speakers to stand in the frame so you’re capturing the whole shot, and depending on the location and time of day, you may want to add some extra lighting to brighten up your shot. Give yourself plenty of time to set the scene, and once the cameras are rolling, production will end when the event wraps up!

Video length

Depending on the event, livestreams can last from a few minutes to a few hours. And while it may go without saying, if you’re livestreaming a three-day conference, don’t let the camera roll for everything. Schedule livestreams to capture keynotes and seminars, and then promote these individual livestreams on your social channels. That way, people can attend virtually, just like they would in real life.

Metrics that matter

In-the-moment engagement is everything with livestreams. Facebook’s engagement metric for live video includes the number of people who took an action on your livestream, including liking (or reacting), sharing, and commenting. Facebook also shows the number of people who watched all the way through, and how many people watched for ten seconds or longer, so you can see how successful you were at holding audience interest.

Livestreams are a key component of community building for companies with global audiences, which are most software and e-commerce businesses. With a livestream, you’re attracting participants who are enthusiastic about your brand but can’t necessarily make it to your events. Interact with those people in the moment to forge meaningful connections and deepen relationships.

With so many content streams available to both you and your audience, how are you ever supposed to find and connect with each other? One way is to make several different types of videos to promote the same product or campaign. While your main content may live on your website, chances are your leads and customers are checking Twitter, Instagram, and Facebook more often. So, post teaser videos there, link to the longer version, and build up awareness that way.

The best part is, you can tease any type of content — new videos of course, but also blog posts, e-books, podcasts, and live events. Look at how GoDaddy introduces their Icons of Our Tribe series by posting a teaser to Twitter:

Production time

When it comes to making a teaser video, you can create something from scratch, or save yourself some time and edit existing footage into clips. However, each teaser should be channel-specific. Note how GoDaddy’s video is silent and has captions since most people don’t scroll through Twitter with audio on. Instagram Stories should also always be vertical and must be shorter than 15 seconds. Depending on the size and scope of your campaign, teasers can take anywhere from a few minutes to a few hours to create. Most of the work will happen in editing tools, but if you’re not keen to design every teaser from scratch, you can use a video ad design tool such as Shakr to produce short teasers in five minutes or less.

Video length

Teasers need to be visually interesting, but short. We recommend keeping them under 30 seconds long.

Metrics that matter

Teaser videos are unlikely to boost conversions or even site visits. The reason? Social media sites are designed to encourage users to stay put. That’s why teaser videos should be viewed as an awareness tool. Pay attention to view count and completion rate within each site to understand how your content is performing.

So, you’ve started a podcast for your brand — that’s awesome! One of the best ways to get the word out is to develop lots of related content surrounding your podcast. To get more mileage out of your new podcast, film each episode and shoot short supplementary clips, such as sneak previews and behind-the-scenes footage. Then, post the videos on your website and social channels. That way, more people can tune into your podcast, whether that’s watching, listening, or most likely, a combination of the two! Plus, you’ll have a better chance of drawing in a larger audience, all thanks to video.

The Spanish Football Podcast is an English-language show dedicated to soccer in Spain. Due to its creators’ media savvy (the hosts are reporters in addition to full-time podcasters), the five-year-old show has already monetized through Patreon, where the hosts post bonus episodes and exclusive content. As they experiment with audio-visual content on platforms like Twitter, Instagram, and YouTube, their dedicated following continues to grow:

Production time

Podcast videos won’t take you any more time than it takes to produce your podcast. Wherever you host your show, simply set up a tripod and start recording. You’ll also need an extra microphone since podcast mics aren’t great for video (this post has some tips about choosing a microphone. You may also want to consider what’s on your desk and around your shooting location. If your space is a mess, clean it up! If you want people to see your signature coffee mug, make sure to include it in every episode. In post-production, you should add a title card (keep it consistent!) as well as a Turnstile link to subscribe to the podcast. We’ll give this about 20 minutes, but it really varies depending on how much effort you want to put into jazzing it up.

Video length

We won’t tell you how long to make your podcast, but some of our favorites, including Science Vs, How I Built This, and Safe for Work, run between 30 and 60 minutes long. That’s just enough time to get nerdy about your subject matter, but not so long that it’ll outlast your listeners’ commutes.

Metrics that matter

Since the goal here is to grow your podcast audience with the help of video, we recommend focusing on viewer count (how many unique individuals view your videos) and then try to grow that number with each subsequent video. If you include a turnstile in your videos (and we recommend you do!) you can also count conversions, e.g., how many emails you collect from each video.

If you’re wondering where to place your podcast videos besides YouTube, might we suggest Wistia Channels? With Wistia Channels, you can create a site for your podcast within your site, get rid of pesky recommended content, and take advantage of Wistia’s marketing tools. Try it out!

You used to have to go to Hollywood to produce a TV show, but now, thanks to the democratization of video, any business can get started with a video series on their own. There’s nothing quite like sinking your teeth into a creative project, and a video series is a perfect outlet for just that. This type of content can contribute to the long-term growth of your brand (and business) in ways that other types of videos can’t. Create engaging, episodic video content, and let your viewers binge-watch all your shows right on your site. We experimented with our first docu-series back in 2018 called One, Ten, One Hundred, and the reaction from our audience has been pretty amazing!

Making a series was one of the biggest marketing risks we’ve taken as a company, but it also taught us a ton about video production, sparked endless conversations on social media, and introduced us to a whole new audience. We even managed to pick up two Webbys for it!

Production time

We won’t sugarcoat it — producing a video series can take some time (granted it does depend on what type of show you create). From deciding on the right concept and figuring out how it fits into your brand marketing strategy to getting the green light from your CEO and other key stakeholders, there are some extra steps you may need to take here in order to get rolling. But just like investing in your brand is typically a long-term play, creating a series is also often a long-term, ongoing endeavor. We’d recommend spending a few months to get all your pre-production ducks in order, and then move forward with scheduling your shoots.

Video length

We really recommend experimenting with video length here since there’s not a ton of benchmark data available about web series and because every show is different. The first episode of our series, for instance, comes in at just 10 minutes, while the last one is 42 minutes. Figure out what it is that you want to say first, and then worry about optimizing the length of your content.

Metrics that matter

A series is a long-term investment that is built for long-term results. If you must measure short-term success, use brand awareness metrics such as views to prove your concept and engagement metrics such as comments and social shares to see if you’ve touched on conversation-worthy topics. We’re also big fans of the “Time Watched” metric. In other words, how many minutes did people spend with your brand? Looking at the Time Watched metric helps you focus on what types of content your audience has meaningfully, voluntarily engaged with.

Similar to video series, full-length features and documentaries are bets on your own creativity and deep investments in your brand. And just like video series, full-length films are smart investments, too. Streaming has made long-form video extremely popular — after all, your customers and potential customers are more open to watching videos now than ever before. So, why not reach out to them with a full-length film?

Patagonia has always been driven by an ecological mission. Their latest creative project is a full-length film about the fishing industry:

You don’t have to be as big or as well-known of a brand as Patagonia to produce a feature-length film. You just need the right resources, a lot of expertise, and one bright idea.

Production time

Production time for a feature-length film varies. If you have a team working on it full-time, you can probably complete it faster. We recommend planning to work on it for at least 6 months to a year, again, depending on how many resources you have at your disposal.

Video length

A feature-length film, by definition, runs at least 40 minutes. One film data scientist found that the median run time of the highest-grossing US films between 1994–2015 was 110 minutes, so make of that what you will!

Metrics that matter

It depends on if you charge for tickets to the show! Just kidding, although crowd-funding is one way to make your company’s creative dreams a reality. Making a documentary means you want to make an impact far outside your organization and your existing customer base. For such a big project, we’d recommend zooming out on long-term brand metrics.

Sure, videos are fun to watch and even more fun to make, but they’re also a pretty fundamental aspect of how you do business. By now, you should have a good idea of how to create videos that resonate with your audience, whether you’re talking to customers or superfans of your brand. We can’t wait to see what types of videos you make for your business. Got a great example of one of these 15 types of videos? Share it below in the comments!

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Video Marketing

What is Design and how it influences your company

Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets

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Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets. Aces. A good card. Let’s talk about one in particular. The design! Design as a holistic approach, capable of solving problems not only stylistic, but of all types. You can make your product unique, create a culture associated with your company and influence your investors and customers.

 

How Design Influences Your Company’s Brand and Culture

A company’s culture is based on beliefs and values. These are communicated through various points of contact. They change perceptions, behaviors and understandings. Contact points must be genuine, they must be exclusive to your company. The thinking and research behind design can help you create the story of your business. A competent designer plays a decisive role in planning your strategic decisions and in building that same culture. The sooner the results are defined, the faster it will grow in the right direction.

 

When you know what your company stands for, it’s simpler to build your brand. This goes beyond the logo, the look of the website or the products: the brand is the value that your customers and investors get with you.

 

How Design Influences the Product Experience

In the past, it was possible to achieve success almost by chance. But luck has been losing ground in the business scenario. The democratization of the internet has opened the door to creativity. We have people capable of getting a product up and running faster than ever. Competition is fierce. The standards for what is considered a successful product have also changed over time. Currently, customers expect a great user experience on the first click, on the first contact. As smartphones and tablets spread – with people searching for everything on these devices – potential customers’ expectations soar. Tolerance levels have also changed.

 

If your website is not visually appealing, if your application has a complex and buggy interface, you can be sure that you will lose customers in a matter of seconds. People want simple technological experiences. And design plays an extremely important role in ensuring the satisfaction of its customers. At pixelinmotion the designer understands market standards and is already familiar with what the customer wants. With this knowledge, you will be able to create a solution from scratch, which will make your product more valuable compared to the competition.

At pixelinmotion, we believe in this philosophy of proximity. Our approach to design is attentive to trends and will be able to boost your company to stardom. Get to work!

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Video Marketing

How to Use Video Data in Your Next Retargeting Campaign

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Retargeting is a common marketing technique that serves ads to people who have visited your site or specific sections of your site. This tactic is a great way to remain top of mind with people who have already expressed interest in your brand. Many people treat every visitor to their site the same way, serving the same ads to everyone. Retargeting is a more nuanced approach that serves more relevant ad content based on behavior — thus providing a better experience.

With Wistia, we’ve made it super easy for you to hone in on your niche audiences by using Facebook, Instagram, Google, and YouTube to create different user segments based on actions that people take on your video.

Many businesses still haven’t taken advantage of the ability to segment visitors based on video behavior. Videos help potential customers build emotional connections with your brand, and people who have that connection are more likely to purchase in the future. In other words, when someone is willing to watch your 2–3-minute product video, there is a better chance that they’ll sign up for an account when prompted.

We’ve found that, on average, viewers who complete our product video are 15–20% more likely to convert than passive visitors.

“Viewers who complete our product video are 15–20% more likely to convert than passive visitors.”

Implementing segments like this within your retargeting campaigns allows you to reduce spend on less effective segments (like our homepage segment) while focusing on visitors who are farther along in your sales funnel and more connected to your brand.

Wistia allows you to keep track of key events like video engagement, video form conversions, channel subscriptions, and more. Once you connect these events with your retargeting provider, you’ll be efficiently serving up ads in no time!

The first thing you need to do is set up your integrations and then start creating segments in your retargeting provider. We’ll review how to do this across our four integration partners — Facebook, Instagram, Google, and YouTube.

Facebook & Instagram

Facebook acquired Instagram in 2012, and since then, the two have become one, making it super easy to advertise across both platforms.

First, we’ll quickly walk through how to set up the integration with FacebookAds. You can do this in your Wistia account under the account drop-down — you’ll see “integrations” as one of the options from this screen. Under the “promotion integrations” section, you’ll find “Facebook Ads.” Select the “connect” button to begin the process.

It’s important to note — you’ll need to log in with a Facebook account that has access to your Facebook Ads account and accept the user permissions. That’s it! Voila — easy peasy.

With the integration live, Wistia will begin to send viewer event data for any video you have embedded on your website to Facebook. Now you can get started targeting your ads with Reach & Retarget!

Facebook and Instagram give you several options for video-related “events,” including:

  • Percent watched
  • Seconds watched
  • Played Video
  • Subscribed

Once audiences are enabled, they will appear in the Audiences section of your Facebook Ads account. You can also log back in and create new audiences any time after the integration is live. You’ll do this by creating a “custom audience” and using “website traffic” as the data source.

On the Wistia side, we’ll also provide a few recommended audience segments in the “promote” section of your channel. If a segment feels relevant, simply select “enable” to set up the list.

Keep in mind that these pre-populated audiences are just suggestions — you’ll be able to set up many more variations of these in the Facebook Ads platform. This flexibility is really where the integration is most useful; it allows marketers to easily define and create custom audiences based on viewer behavior.

Google and YouTube

Similarly, Google acquired YouTube in 2006, so you’ll be able to easily manage ads across both platforms within Google Ads.

To set up this integration, you’ll need to connect Wistia to your Google Analytics account. Navigate to the account tab and select “integrations” (just like you did for the Facebook connection). Remember, you’ll need to be an account owner or manager to connect the accounts. From there, select “Google Analytics” and follow the prompts to connect the two platforms.

To feed this data into other Google properties, you’ll need to do a little work in your Google Analytics account — but we’ve got you covered!

In your Google Analytics account, head over to the admin panel. From there, you’ll see the main screen with several options; select “Google Ads Linking.” This workflow will allow you to send analytics data over to the Google Ads platform. And, since YouTube ads are managed through the Google Ads platform, you’ll be able to leverage this data across both platforms without any additional work.

If you’re curious about how a specific segment is performing, you can set up custom audiences in Google Analytics, which can also be sent over to Google Ads for retargeting. Alternatively, you can set up unique custom audiences directly within Google Ads.

Once the integration is live, we can start to send event data to the Google Analytics account that you’ve connected. The following events will be tracked:

  • Plays
  • % Watched
  • Conversions (i.e., Turnstile submissions)
  • Clicked Links (i.e., CTAs or annotations)
  • Subscribed
  • Time Watched

You’ll see a few suggested audiences in Wistia and can turn those on or off at any time. But remember — these are just a few ideas to help you get started. Get creative with your audiences and segments to really unlock the power of retargeting!


Ok, great, you have your integrations set up, and the data is rolling in. Now what?

Connecting your accounts is the easy part. The next step is to roll up your sleeves and start creating your custom audiences. Here are a few specific examples of how you can use video retargeting throughout the conversion funnel.

Build brand affinity with video series

Are you promoting a new show or video series? If so, nurturing folks to finish an episode and the series is a great way to keep viewers engaged and build brand affinity.

You can take two approaches to this. First, retarget folks who started but did not finish an episode. To do this, set up a list on each episode for viewers that did not complete a defined percentage of a video (<75%, as an example). Then, serve this segment ads reminding them to finish. The best part? With Wistia’s resumable video feature, viewers will be able to pick the video back up right where they left off. Pretty cool, huh?

The second approach is to retarget folks who did finish an episode to encourage them to continue their journey with the next episode. To do this, set up a segment based on video completions, and serve these viewers ads for your next episode.

Nudge prospects with helpful resources

Video can do so much more than simply drive awareness for your brand; it can be a powerful tool to help nurture folks through your sales funnel. An example of this would be to use retargeting to provide helpful and timely resources related to the problem that your product or service solves.

This segment could be folks who convert on a video (fill out a Turnstile form). For example, you might gate a webinar or robust video asset on your website and then retarget those viewers to take the next step in your conversion funnel, perhaps downloading a related asset or viewing a product demo.

Drive leads for super engaged viewers

Are you looking to drive qualified leads from your videos? If so, Wistia has you covered. The exact equation for how you qualify leads will vary — but the same logic still applies. To do this, decide on what specific actions you view as “qualified.”

Let’s take folks who watched a high percentage of a high-intent video. For example, if viewers complete more than 75% of a product demo video, you could retarget them to set up a call with a solutions consultant for a personalized walk-through.

These are just a few examples of how you can get creative and set up custom audiences for retargeting. The options are only limited to your imagination. Meet with your team to decide on a few key segments that make sense for your business, and start building your lists today!

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Video Marketing

Best Video Marketing Ideas For Festive Season 2020

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Video marketing

The way content was created earlier has now changed completely, and innovation is now becoming the key in today’s content creation.

About 78% of people are watching online videos on a weekly basis and 55% daily, it is a big opportunity for brands and corporations to focus their marketing strategies more towards creating videos. 

Video engages your audience more effectively than text content, and they can understand the message you want to deliver in a much easier way. 

With videos, your audience can learn about what your business is doing in their daily life rather than reading blogs. 

Your audience prefers to watch the video over text content as it takes less time than reading text content, and the flow of engaging with content remains constant. Thus, focusing on video is crucial for marketers in 2020. 

Are you planning to jump to create video content for your brand? Learn these best video marketing ideas to do wonders in 2020. 

Best Video Marketing Ideas For Festive Season 2020

1. Get Sales With Shoppable Videos

Sales are the most important aspect for any business especially when it is the festive season. This season brings an opportunity for the brands to leverage the consumer intent to make more purchases and gifts.

Shoppable videos are the videos where users can buy the products in real-time directly from the video.

As a brand, you can create shoppable videos using a visual marketing tactic called visual commerce platforms that allows you to curate video content, tag products, and publish the shoppable video gallery on website or online store.

2. Engage Audience With Storytelling

In 2020, marketing strategies are more focused on storytelling as it connects business with real-life emotions. 

Storytelling delivers the purpose of business and what value they are giving to their customers. Whether it is text content or video, storytelling is an effective way to gain the loyalty of your customers and build their trust in a brand. 

However, reading text is a tedious task; video with storytelling has a greater impact on your audience. Not only your customers will engage with your content, but they also comprehend the message easily. 

3. Create Short Videos With Message

Nobody wants to waste their time, especially when they are engaging with a brand’s marketing content. Keeping your video for a short duration for all platforms, whether social media, website or any place where your customers interact with you has a great impact on your business.  

Shorter videos also increase the possibility that the audience will watch an entire video rather than leaving in-between. 

When people see a video is too long, they even don’t like to click on it or if it is an ad they skip and do not watch it.

In order to connect with your audience in 2020, you have to focus on creating shorter videos about 5 seconds to 2 minutes. 

Also, remember that lengthiness of video depends on the platform where you are sharing the content.

Thus, it is found that shorter videos help in boosting brand awareness and engagement among online audiences by 30%.

4. Make Mobile-Friendly Videos With Vertical Watch Option

As people are watching more videos and using mobile phones instead of computer screens, demand for vertical videos that can be watched directly from mobile phones has increased.

75% of mobile users say they like to watch vertical videos instead of horizontally on the mobile experience. It is because, in vertical videos, the audience gets a full picture on their screen, and there is no extra content. 

Thus, make sure to create videos for your brand promotion and marketing that is responsive to any screen and can be played vertically. 

5. Make An Engaging Video With UGC

User-generated content is the essential component of the marketing strategy in 2020. It is helpful in building trust by letting know your new customers about what your existing customers are saying about your brand. 

User-generated content is effective because it is created by your customers themselves, and you do not pay them a single penny to create it. 

You can curate user-generated content using social media aggregators and make a video that tells your new customers about your happy customers. 

People talk about your brand over social media in various forms of content, whether images, text, or videos, you can collect these UGC videos and compile them to make a single compelling video to promote your business.

6. Create Video That Convert Audience

As a marketer, you have to make sure that the video content you create brings conversions. Not that it just delivers the message, but it should be compelling enough to drive traffic to buy your product. 

Create value in the content so that your audience feels connected and like to take the next step to make purchase decisions. 

Video is the essential component of the marketing funnel and makes your customer journey effective to make a purchase decision. 

Make sure the video should not be promotional but contrary a value that your audience needs to buy your product and solve their problems.  

7. Don’t Forget To Create Stories On Social Media.

As you publish your brand’s marketing video on various platforms, social media is the crucial network that you should focus on. These days social media platforms have added features in which you can add stories which are small videos that your followers can watch. 

These stories are effective in telling your audience about the daily activities and create entertaining content to engage with them. 

Instagram has 500 million active users who interact with social media content regularly. Now other platforms also have story features that make possible that you connect with your audience wherever they are. Thus it is a great opportunity to post stories on social media to interact with your followers regularly and tell them about your presence. 

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