If you’ve decided that Wistia Channels is the best place to showcase your videos on your site, then you’ll be pleased to know you’re already on the right track for building an engaging brand. When it comes to setting up your Channel for success, all it takes is a little attention to detail on your part to truly make your content shine in the eyes of your viewers.
In this post, we’ll cover exactly how you can make a beautiful, brag-worthy Wistia Channel for your business. From name-picking and color-matching to thumbnail creation and embedding, there are plenty of small tweaks you can make to your Channel to improve the overall presentation of your content. Keep reading to learn how you can leave your audience impressed and coming back for more!
Whether you’re in the pre-production stages of your business’s first branded series or you’re grouping together related content under one roof, choosing a name for your Channel is a major decision. The name you pick may ultimately influence the number of clicks, views, and video engagement you receive. When it comes to landing on the perfect name for your Channel, there are three key factors you should consider: branding, discoverability, and shareability.
“The name you pick may ultimately influence the number of clicks, views, and video engagement you receive.”
Here’s how we break these three factors down:
- Branding — the “identity” factor: The name you pick will be very public, so it needs to accurately reflect your videos and your brand.
- Discoverability — the “index” factor: The Channel name comes up in search, so you want people searching for a relevant topic to find your video content fast — and first.
- Shareability — the “click” factor: Your audience watches a lot of stuff online. A catchy name for your Channel will make it easy for people to remember. That means when it comes time to share your videos, they’ll be able to pull up your Channel and link to it instantly.
Considering these factors as you set up your Wistia Channel will help you grow your audience and brand over time. Head on over to this post to dig a little deeper into these terms and learn more tips for simplifying the process of picking a Channel name that positions your brand for success!
As we mentioned before, branding is a super important factor for naming, but it also plays a big role in how your business and your content are visually perceived. You want to leave a positive first impression, right? Luckily, with Wistia Channels you have the ability to choose a font and color scheme that aligns with your company’s existing brand, set thumbnails to match, and even upload an eye-catching header.
To customize the look of your Channel to align with your brand:
- Select “Edit” and “Banner” to add a video header (which will loop silently at the top of your Channel) or upload a static banner image
- Click “Text” to add a project title and description, and change the font to match your site. While you’re there, switch up the size to whatever you fancy as well!
- Click “Color” and use the picker to change the overall color scheme.
You can also choose between Light or Dark Mode for your Wistia Channel depending on the look and feel of your brand (and the content you have displayed). When you’re viewing a project, simply go to Edit > Color > Background to modify this setting. It’s as easy as flipping a switch!
For your banner, instead of a static image, you have the option to throw in a looping video background as we mentioned before. Want to see this feature in action? Check out how Nextiny, an inbound marketing and sales agency, uses a snazzy looping video to showcase their content and intrigue visitors on their site.
If you’re looking for a little more inspiration, you can find a few more examples of Channels we love in this post. These aesthetic changes may seem small, but they’ll ultimately lend to a more sleek-looking collection of videos for your site.
Once you’ve got some action on your Wistia Channel, don’t miss out on the opportunity to capture the contact information of the folks interested in consuming your videos. While you’re customizing your Channel, you also have the option to add an Email Collector — not just any old Email Collector, but one that comes in a few flavors. Aside from requiring viewers to enter their email in order to view your content, we have two Email Collector options you can start experimenting with today. The first option is called “Overlay on hover.” Here’s an example from Zaius to showcase what this looks like in reality:
In this scenario, an email collection form will overlay when someone hovers over your video with their mouse. Your video will keep playing while displaying several fields, including a place for folks to enter their names as well as text fields you can customize, depending on the Call to Action that makes the most sense in the given context — something like, “Enter your email address to view this video.” The second option is “Conditional,” which means each video will maintain the email collecting pre-sets you’ve already set up in your Wistia account when the content is embedded on your Channel.
Using Email Collectors is a sure-fire way to get the most out of your Wistia Channel. You can bet the people who enter their information are interested in the value you offer and will be more likely to check out future content you create. Plus, it gives you the opportunity to communicate with them more often and let them know when you’ve got a new video for them to watch!
A Wistia Channel is only as great as the sum of its parts — names, colors, fonts, banners, email collectors and more all add up to create a beautiful video collection you’re proud to share. Start engaging your audience with the videos you’ve worked so hard to create and build stronger brand affinity in the long-run. We’d love to see your next Channel out in the wild, so be sure to throw a link to it in the comments below!
The Case for Creativity in Marketing, Backed by Neuroscience
These days, almost every business believes that optimization is its main competitive advantage. But the obsession over doing what everyone else is doing actually produces a stale result: all of our content looks the same.
More often than not, creativity is placed on the back burner because producing content that games an algorithm or follows a best practice can help marketing teams achieve their short-term goals, such as a certain number of views or leads per month.
However, almost every algorithm update and best practice are public knowledge. And brands that are laser-focused on optimizing their content for them blend in with their competition and barely innovate their work. In the long run, this plummets engagement and severs their emotional tie with their audience.
So how do you captivate your audience’s attention and keep them emotionally invested for the long haul? Science says you should provide creative, novel marketing experiences.
Contrary to popular belief, creativity isn’t just a self-indulgent pursuit of happiness. Evidence from neuroscience proves that it’s a brand’s most powerful differentiator — and optimization isn’t. Below, we’ll explore some insightful findings from neuroscience that prove creativity isn’t actually a risk for your brand — it’s your safest bet.
Noticing novelty kept our ancestors alive
With all the watered-down content flooding the internet today, you may think your new video series or podcast will struggle to find an audience. However, saturation is actually a good thing for creative marketers. The human brain is wired to pay attention to novelty, so crafting creative, novel content (even on saturated platforms) can draw an audience’s attention, especially if all of your competitors churn out the same type of content.
Paying instant attention to novelty is an evolutionary trait. In prehistoric times, the odds of becoming lunch for a saber-toothed tiger were sky-high, so anything new or different in our ancestors’ environment, like the rustle of a bush or a snap of a twig, would instantly grab their attention.
Nowadays, our tendency to lock onto novelty isn’t as crucial for survival. But it can help truly creative brands survive and even thrive because they can grab their audience’s attention more effectively than their competitors can.
“Our tendency to lock onto novelty isn’t as crucial for survival, but it can help truly creative brands survive and thrive.”
Novelty triggers the release of dopamine
Novelty isn’t only useful for grabbing your audience’s attention — it’s also highly effective at retaining their attention and dialing up their passion and loyalty for your brand.
According to researchers at Emory University and Baylor College of Medicine, experiencing unexpected pleasure triggers the release of more dopamine, a chemical that plays a huge role in motivation, reinforcement, and reward, than when you experience an expected pleasure. In other words, people enjoy pleasant surprises more than the things they already like.
Additionally, according to researchers at the University of Edinburgh, when these pleasant surprises trigger the release of dopamine, the neurochemical helps us form long-lasting memories of the experience and its surroundings, so we can remember exactly how to experience those feel-good chemicals again.
This phenomenon dates back to when our prehistoric ancestors would search for sustenance and stumble upon a new, fresh stream of water or patch of berries. Finding as much food and water as possible was necessary for survival, so when our ancestors experienced the pleasant surprise of uncovering a new source of sustenance, their brains would reward their actions with a flood of dopamine, which seared the path they just traveled into their memories. This boosted the odds that they would seek out more sources of food and water and vividly remember exactly how to find them.
For many of us, we have clean water piped into our homes and berries available year-round just miles from our front doors. However, we still crave novel experiences and will always come crawling back for more. For brands, that means prioritizing creativity will help you build a truly engaged, passionate, and loyal audience and, in turn, contribute to your business’ growth. After all, your audience is likely to spend more time with your brand when they have positive experiences with it. And the more time they spend, the more likely they’ll become a customer and brand advocate.
Audiences are habituated to generic content
Optimizing your content by following a popular best practice or churning out the same type of work over and over again are proven audience repellents — our brains stop paying attention to a stimulus after repeated or prolonged exposure to it.
“Optimizing your content by following a popular best practice or churning out the same type of work over and over again are proven audience repellents.”
This evolutionary phenomenon is called habituation, and it scrubs constant stimulation from your awareness, such as the soft touch of your shirt on your skin, to focus your attention on new stimuli that could potentially extend your life, like fresh water, or end your life, like a saber-toothed tiger.
The majority of your target audience is habituated to the listicles and ultimate guides drowning our space. Producing more of them won’t attract any new audience members because they won’t even notice it in the first place. If you truly want to attract and retain their attention, you must provide enough novelty to trigger the release of dopamine — the chemical that rewards humans and incentivizes them to repeat an action.
Without doing so, you’ll fail to connect with new audiences, your bond with your current audience will crumble, and you won’t be able to convince either of them to stick around.
Creativity makes a lasting impression on your audience
According to Antonio Damasio, chair of neuroscience at the University of Southern California, when consumers are making a purchasing decision, they attach the emotions they felt from previous, related experiences to the products or services they’re evaluating. Soon after, these emotions produce preferences, which drive their decision.
In a nutshell, memories about emotional experiences not only help us reminisce about the past but they also inform our future decisions. As a result, we pursue the things that have rewarded us in the past and avoid the things that haven’t.
That’s why placing pleasant memories in your audience’s mind is so crucial. If you can insert a positive memory of reading a blog post in their brains, you’ll boost the odds that they’ll read another one.
“If you can insert a positive memory of reading a blog post in their brains, you’ll boost the odds that they’ll read another one.”
But how do you get your audience to remember these interactions with your brand? From what neuroscience has taught us, you must grab and retain their attention with creative, novel experiences. And if you can develop a reputation for crafting creative content, your audience will rely on your brand for the jolt of novelty that they crave in their lives, rocketing your brand to the top of their minds and getting them hooked on your content.
Conventional wisdom and industry gurus will tell you that optimization is the key to marketing success. Because if everyone else does it, it must work, right? Wrong.
If you truly want to slash through the clutter clouding your space and make an impact on your audience, trust the neuroscience — creativity is the only path forward.
Episode 2: “The Brandwagon Interviews” with Nancy Dussault Smith of Hydrow
From tactics to taglines, Wistia’s CEO, Chris Savage, chats marketing with the brains behind successful brands on our new video series, Brandwagon. Last week, we kicked things off with our first guest, Mark DiCristina, the Head of Brand at Mailchimp. As we mentioned before, we had so much great content on our fingertips that we decided to release the uncut interviews in a new podcast called, “The Brandwagon Interviews” — and we’re super excited to share the latest episode with you today!
On this episode, Chris sits down with Nancy Dussault Smith, CMO at Hydrow, to learn more about taking a stand on your brand, why it’s so important to budget for experimentation, and how to lean into your niche. Listen to the full episode to hear all about how she’s navigating a new industry in this ever-changing marketing landscape.
Or listen on: Apple Podcasts | Spotify | StitcherWatch the actual Brandwagon episode here!
Nancy started her career at iRobot as Assistant to the Lawyer, but made her way to running Global Marketing in no time. For about 13 years, she ran marketing communications and global marketing at the company. One of her biggest wins with the team was deciding the name of their robot vacuum, Roomba, which was originally going to be Cybersuck (oof!).
Nowadays, Nancy serves as the CMO at Hydrow, where she’s marketing a connected fitness product and a live outdoor reality experience — think along the lines of Peloton, but an in-home rowing machine. Fun fact: Rowing works 86% of your muscles, and a 20-minute workout on a Hydrow is equivalent to 40 minutes cycling or 30 minutes running.
“If your goal is to just sell volume and be the cheapest thing, you do not have to worry about emotion. You’re selling solely on price. But, if you want to build a brand that people care about, you have to have that emotional component.” On this episode of The Brandwagon Interviews, Nancy highlights the importance of brand-building, knowing your audience, and how to make space to experiment with different types of brand marketing tactics at your business.
Here are some of the lessons learned throughout the episode:
- Always allocate part of your marketing budget for experimentation
- Be sure to have a deep understanding of your niche and your market
- Redefine your brand if you end up “jumping the shark”
- Show don’t tell — we’re in a world that’s highly visual, people need to see your product
- Don’t be afraid to take a stand with your brand
Short on time? Check out some of our favorite moments during this interview between Chris and Nancy.
Chris: What advice would you give to somebody who’s just starting out marketing their business? And, in today’s world — what kind of things should they expect as they’re marketing that will stay the same, and things that will change?
Nancy: The thing that’s going to stay the same is the study of human behavior: people and their ultimate needs and wants. Because people’s needs and wants are consistent. Attention, affection, food, sex — those are the things that drive people to want and need your product. The emotional and rational balance, and where your product fits in that is the same. Understanding your benefit, understanding your core, who’s gonna buy it, why, that’s the basics of marketing. But HOW you communicate all that is completely different.
Chris: When you have a product that people have never seen before, how do you actually convince them that it’s worth checking out? How do you position a product that has never existed? You obviously did that with Roomba, and you’re doing it again. How do you think about that?
Nancy: It’s really fun because traditional research doesn’t work … You have to tell people what they want and why, and get to the essence of why they should love your product …
Chris: How do you get comfortable taking big risks with a brand like Roomba?
Nancy: You have to take risks. Without great risks come no rewards. A lot of times in the early days, it’s gut. We talk a lot about failing fast and that’s no secret. Everybody knows. But if you fail fast, you learn something. You should learn something from everything that you do — what works and what doesn’t. For brand, you have to build core family values over time that are consistent throughout and feel authentic to you. The second you veer off, the public will know and that’s when you jump a shark. That’s when you start to become less authentic to who you are and people won’t understand you anymore.
Chris: When you’re taking risks, how do you convince the people around you to feel comfortable with those risks?
Nancy: It’s a great question because it’s a battle every day — anywhere you go. Understanding how different minds work and understanding consumers work, I think you have to use that in your day to day in your office as well. So I look at everybody across the C-Suite sitting at the executive table with me as my consumer and ask myself, “How am I going to convince them that what we’re doing is the right thing?” I used to always say at places where I had bigger budgets, that a certain percentage of the budget was mine to do as I choose … and nobody could question it. I’ll take this 5 or 10% of the budget, and this is what I play with. This is where I test things that in my gut feel right, but I can’t prove this to you until I try it … and that’s where a lot of wins come in.
Chris: How do you think about marketing in a world where so many conversations are happening behind closed doors?
Nancy: It feels like the world has come full circle because those conversations used to happen face to face, and marketers had no idea they were happening and had no control over them. Then on social, you had trolls and people yelling things. People felt free to do it. Now, there’s a little more clamping down, and people are going back to having those conversations as if they’re face to face, but electronically. The best and only thing you can do is maintain your brand voice in a consistent way that you feel proud of. There are always going to be nay-sayers. There are always going to be people who are saying bad things. There are always going to be people who are against your brand, but for the most part, I don’t care if they’re a customer I don’t want. I don’t want every customer. Someone saying they hate a product actually identifies for other people this is not for them, or this is for them because Bob hates it.
5 Businesses Using Wistia Channels to Showcase Their Videos
Since we launched Wistia Channels back in February, we’ve been blown away by the reaction from our customers and the ways in which they’ve been using this feature to showcase their business’ videos. From binge-worthy episodic series and product announcements to customer testimonials and onboarding videos, the opportunities for Channels are endless.
Here at Wistia, we’ve been using Channels to showcase all sorts of videos on our website, including our new original series, Brandwagon and our first-ever docuseries, One, Ten, One Hundred. But it’s been especially thrilling (and inspiring!) to see the ways our customers are using Channels to showcase their brand, build their audience, and create a can’t-stop-watching experience right on their site. Today, we’re highlighting a few customer Channels that we think are pretty sweet — check them out and get inspired!
ForgeRock, an identity and access management company based in San Francisco, California, serves many different industries, including retail. They use a Wistia Channel on their website to showcase a series of videos called “Day in the Life of a Customer.” As they describe in the introduction of their first video, “ … in this series, we take a look into the not-too-distant future at how retail companies will be interacting with their customers, with the help of digital identity.”
This series of videos follows a day in the life of two consumers engaging in various digital retail experiences (ie. shopping for a gift online, upgrading a flight, etc.), and demonstrates how a unified digital identity platform can streamline the buying process.
We love how ForgeRock uses video as a storytelling medium and personalizes it so that viewers can see how it applies to real-life situations. Each episode of the series is short — less than a minute long — so you can watch the whole series in under 5 minutes. Plus, their Channel is embedded within their sleek, modern website, making the whole experience look super cohesive with their brand.
Who doesn’t love learning from subject matter experts? 6Sense, an Account Based Orchestration Platform located in San Francisco, Calfornia, utilized this engaging storytelling format in their video series called, “Talking Sense.” In this series, which they describe as “a collection of candid conversations with B2B industry trendsetters,” 6Sense’s Chief Marketing Officer shares in-depth interviews on topics like ABM, modern sales, marketing, and more.
While “Talking Sense” is intrinsically related to 6Sense’s mission, they’ve decided to give the show it’s own brand by creating a separate domain for it and embedding their Wistia Channel there. We love their creative use of thumbnails and the overall color scheme they chose — just look at that beautiful aqua-blue play button!
FormLabs, a 3D printing technology manufacturer and developer based in Somerville, Massachusetts, uses a Channel to feature the onboarding videos for their Form 3 3D printer product. These step-by-step videos are clear, engaging, visually appealing, and easily help take their customers through every step of the process, from unboxing to printing.
We love how they’ve used a Wistia Channel to display these videos in sequential order, so a viewer can effortlessly follow along as they’re unpacking their own product. They’ve also added captions to each video, which not only improves accessibility, but also makes it easy for viewers to watch from around the world — a must-have for a global company.
Segway, a leading provider of personal electronic transportation based in Bedford, New Hampshire, uses a Channel on their website to showcase a number of their videos, including product explainers, company partnerships, and videos on the future of the market and technology.
We love how they’ve titled their Channel to instantly demonstrate the value of their product: “Powered by Segway — Transforming the Last Mile Commute” and the way in which they’ve used Sections within their Channel to separate the different rows by subject.
Alternative Apparel, a fashion lifestyle brand with a commitment to sustainability based in Atlanta, Georgia, uses a Channel to dynamically tell the story of their brand and their products. The first video “We Are Alternative” wonderfully captures the essence of the company, and each subsequent video in the Channel delves deeper into what makes the company special, with videos like “Alternative Cares: An Eco Story” and “Life, Liberty and the Pursuit of Softness.”
With a strong brand vision and a Channel embedded within their website that beautifully matches the look and feel of their brand, Alternative Apparel has created a Channel that’s engaging, informative, and very watchable.
We created Wistia Channels to make displaying a collection of videos on your website super easy — no developers required — while remaining completely on-brand. And we’re so delighted to see how our customers from a number of different industries are all using this feature to show off their awesome video content. Are you using Wistia Channels to showcase your content? We’d love to see them, so be sure to leave a comment and share with us below!
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