Life during a pandemic isn’t something our roadmaps or project plans could’ve ever prepared us for. And while practicing social distancing has led to adjustments in all aspects of work and life, one that is especially obvious to us is the switch to being a fully remote company. As teams around the world make this transition as well, there’s a real need for creativity and resourcefulness when it comes to keeping your company culture thriving (and your employees engaged).
So, how do you maintain meaningful connections with your teammates when your workplace norms have changed so much? Whether it’s keeping in touch with your team on weekly Zoom calls or just saying “Hey, how are you!” with a Soapbox video, communicating via video has become the new norm.
Let’s take a look at some creative examples of how businesses are using video for remote team building. Hopefully, after reading this post, you’ll walk away with some fresh ideas for what you can do to keep the company culture you’ve worked so hard to build thriving.
Getting to know your teammates
Take a look at our friends at Help Scout, for example. It’s clear from their “office” culture success, that we can learn a lot from them when it comes to working remotely. Their team consists of about 60 people — 75% of whom work remotely. Help Scout didn’t actually start out remote, but hiring for talent and culture fit has helped steer them in that direction. Finding the right folks for the job was always a priority over proximity, so they decided to bake remote culture into how their company was structured from the beginning.
“Finding the right folks for the job was always a priority over proximity, so Help Scout decided to bake remote culture into how their company was structured from the beginning.”
Today, they use video in all aspects of their business. From making weekly all-hands into a “Monday video party” to Friday Fika coffee chats, team members have ways to easily connect over video during the workweek. But, of course, there’s more to life than just the workweek.
Inspired by MTV Cribs and a realization that most of her remote team would never see where everyone else in the company lives and works, Leah Knobler of the People Ops team started an “At Home With Help Scout” series.
With this series in place, team members were able to show off a bit of their home life while learning some fun facts about other members of their team. Whether someone built their own custom desk, or they happen to co-work with chickens, it’s the little details that really help people feel connected.
Keepings folks engaged and excited
Here at Wistia, our company-wide meetings like Show & Tell (now attended on Zoom) are hosted by a different team member who leads an engaging game throughout the meeting. This small lift keeps folks entertained through what might have been an easy opportunity to lose focus. The first time we experimented with this, we played a game called “Where in the World is Lenny?” Throughout the game, we were led on an extravagant scavenger hunt à la “Where in the World is Carmen Sandiego,” and based on the reviews, it’s safe to say it was a hit!
In the end, we wound up with this gem, which is sure to keep us laughing for a while.
Now, you might not have an office dog that also doubles as a world traveler, but that doesn’t mean you can’t still engage your team in a similar way. Other ideas here include house tours, or videos of pets and kids at home, to name a few. Not only did we get to learn about the different projects and initiatives our teammates were working on, but we also had a lot of fun all together. Which, these days, is something that we’re not taking for granted.
Introducing new hires to the team
Team members at Animalz, a content marketing agency, are also encouraged to make a short intro video when they join the team to help people get to know them better. Share a fun fact, show off your favorite pet, or give a tour of your local neighborhood — these videos showcase the unique personalities of every team member.
As their remote team grew, one thing never changed — the emphasis on their core values. Your values don’t have to be compromised just because your team isn’t structured “traditionally.” Video helps you find creative ways to build your team without location constraints.
“Video helps you find creative ways to build your team without location constraints.”
Similarly, when we bring on a new hire here at Wistia, making an introductory Soapbox video is baked into their onboarding. We do this even though we’re an in-person-first team because we understand it can feel overwhelming or inauthentic to have the same first conversation with 100 people. So, the Soapbox intro gives us an opportunity to relate to folks and inspire unique conversations from the get-go.
Here’s an example from Brock, a designer who started at Wistia a few days before the office shut down:
Nowadays though, our Soapbox intros have proven to be even more helpful when introducing new teammates. Since we can’t be in the office together, it’s a really fun way to get to know new folks.
Of course, we can’t talk about using video to maintain a thriving remote culture without mentioning how we use it to have some fun just for the sake of having fun. After all, studies show that workplace fun leads to improved communication and increased job productivity. Not only that, but some of the best parts of office-life are the quick conversations we have in passing or the impromptu discussions in the kitchen about the latest show we’re all binge-watching.
And now more than ever, it’s so important that we keep those casual, yet vital, interactions up. Thankfully, video makes it easy to do so. Every week we hold various “social Zooms,” hosted by volunteers from the team. These social Zooms have included a dance party led by our VP of Product’s daughter, solving the New York Times’ crossword puzzle, group Peloton rides (any indoor bike works though), and a full-on debrief of Tiger King, complete with a PowerPoint presentation and discussion questions.
Whatever your team activities end up being, make sure to stay mindful of where folks are at. Host activities that are inclusive and give people a variety of ways to participate. Maybe parents could use a social zoom to keep their kids entertained for a little bit during the work-day, or maybe they just really miss the social aspect of working out.
Whatever it is, the idea here is to bring back a little bit of the normalcy everyday life used to have. It might seem inconsequential, but clearing some mind space with stress-free activities is key to maintaining a happy and unified team, especially in these times.
“It might seem inconsequential, but clearing some mind space with stress-free activities is key to maintaining a happy and unified team, especially in these times.”
When it comes to using video, it doesn’t matter if your company is big or small, has been around for a while, or is just getting started. Video is a great way to help you communicate and build culture for remote workers. Here are some helpful suggestions to get started!
- Encourage your teammates to share their skills. This could be anything from coding, to cooking lessons, or even how to make some impressive origami. Create a community that values sharing knowledge by showing your teammates your unique skills. And maybe even inspire others to learn something new!
- Ask new hires to make an introduction video. This helps people get to know new members of the team and shows that you care about your team members beyond the work they contribute.
- Have your team members share their favorite quarantine life-hacks in a video. Who’s mastered the art of sourdough baking? Or have they figured out the best way to make a standing desk with pots and pans? These tips could end up being genuinely helpful and allow your team to feel more connected!
- Talk “in-person” whenever possible. Hop on a Zoom for conversations that might have just been in Slack if you were in the office. It might add a little time to the conversation, but the digital face-to-face conversation will be worth it.
Can I Turn off Ads on My YouTube Videos? What YouTube’s Right to Monetize Means for Businesses
YouTube recently announced that it’s adding the Right to Monetize to its Terms of Service. What does that mean, exactly? Well, the update is just what it sounds like — YouTube can now show ads on all videos across all Channels, even if you’re not enrolled in the YouTube Partner Program. In other words, if you have videos on YouTube, there will be ads in front of them. Not only will they be able to profit off these ads, but notably, they’ll be retaining 100% of that profit.
“YouTube can now show ads on all videos across all Channels, even if you’re not enrolled in the YouTube Partner Program.”
Be sure to read the full release notes for all the details, but in the meantime, here are some quick answers to the questions we bet you’ve been mulling over these past few days. Here’s how YouTube’s update will affect videos hosted on the platform and what it means for your business.
To put it simply, it means that if you upload any video content to YouTube, Google — the platform’s parent company — can do with it as they see fit. Primarily, this means selling ads against it. What types of ads? And from what companies? This is left to YouTube’s discretion. So, your competitors (or really anyone willing to pay the price to access your audience) can run ads on your content.
“So, your competitors (or really anyone willing to pay the price to access your audience) can run ads on your content.”
Because users of the platform no longer have the ability to turn off ads on their content, those that use YouTube to embed videos on their site, for example, have no control over what the experience is like for viewers. A site visitor may navigate to your product page, click to watch your product overview video, and then get served an ad from your competitor instead.
Regardless of who advertises on your content, if you’re using YouTube embeds on your site, the experience is still less than ideal for the audience you worked so hard to drive there. Not only is the experience distracting, but the lack of control over who can advertise there means you can unknowingly create some pretty off-brand experiences on your site.
Ads can be displayed before, during, or after any content hosted on the platform. And with this update, YouTube can monetize any video, as long as it meets its ad-friendly guidelines. For those trying to build an audience on their YouTube Channel, this change to YouTube’s Terms of Service means you no longer own or control your content.
If your business is just getting started with building an audience on the platform, your videos will now be disrupted by ads that interrupt and often annoy your viewers. Showcasing ad-free content as you try to grow your audience can be a big plus for creators with small audiences — after all, what viewer doesn’t love free content that truly feels free? Without ads, you can spend more time focusing on making the content the best it can be, encouraging viewers to continue to watch more of your content.
YouTube is great for uploading clips, trailers, and other secondary content types where you can benefit from the platform’s reach without giving everything away. For businesses, in particular, uploading the valuable content you create to YouTube in full means seceding total control to the platform.
“For businesses, in particular, uploading the valuable content you create to YouTube in full means seceding total control to the platform.”
Let’s acknowledge the elephant in the room — YouTube is free. There are costs that come with running the business, and YouTube is continuing to look for ways to monetize their platform.
If you’re unfamiliar with the YouTube Partner Program, this was a way for YouTube creators to receive revenue shares from the platform based on ads shown on their content. Google would keep 45 percent of all YouTube advertising, with the remaining 55 percent going to the creators themselves. To qualify, creators needed to have more than 1,000 subscribers and 4,000 hours of video content consumed on the platform in the last 12 months.
Why does this matter? According to a recent report from Pex, almost 90% of content uploaded to YouTube never surpasses 1,000 views (see chart below). Clearly, YouTube is looking for a way to monetize all of this low hanging fruit. Right now, the profit from all of that content is left on the table.
Now, let’s take a look at how 1,000 views — where 90% of content tends to hover on the platform — relates to the 4,000 hours of video consumption needed to qualify for the YouTube Partner Program.
Zach Snyder breaks this down in his medium article from a few years ago.
“We know that 4,000 hours of Watch Time is equal to 240,000 minutes. Technically you could put out 1 video every 2 weeks and end up with 24 videos by the end of the year. If you can get each of these videos up to 1,000 views apiece, then you’ll be able to make the required amount of Watch Time.”
How many businesses that upload content to the platform would be able to sustain this level of content creation? How many companies could guarantee 1,000 views on each video every two weeks? Chances are, for small to medium-sized businesses, you probably won’t qualify for the YouTube Partner Program, where you could at least get a piece of that ad revenue. Now, YouTube is ensuring they make money off your content, regardless.
These changes are currently being rolled out for US channels, while the terms of service will apply in all other territories from mid-2021. It’s important to remember that YouTube is a social media platform as much (if not more so) as it is a video hosting platform.
As YouTube continues to look for ways to monetize, we have to take a closer look at how those efforts impact the content hosted on that platform, and subsequently, the content that’s embedded on business’ websites. Use the platform strategically as part of a broader marketing strategy, and remember — the answer to the question, “Who should own my content?” should be you.
6 Actionable Tips for Improving Emails with Video
Email is still one of the most effective ways for marketers to reach their audiences. Adding video into the mix can improve open and click-through rates and encourage deeper engagement with your content.
We teamed up with the team at Keap — a software company that offers a CRM and marketing automation platform geared toward small businesses — to offer you six tactics that you can start using to better engage your audience with video and email.
Video is the best tool for showing your customers who you really are. Don’t be afraid to loosen up and let your personality shine. This doesn’t mean that you have to be silly or strange. It simply means that you just have to be you.
If you’re an in-house video producer trying to get your coworkers to deliver authentic takes, check out some of these tried-and-true tips for directing non-actors. If you’re just starting out with using video for your business, remember that a well-thought-out script, a smile, and some quality lights can go a long way.
Create a clickable thumbnail
When it comes to using video in email, video thumbnails serve as the gateway or invitation to your video content. Let’s be honest – we all know that people judge books by their covers all the time. Similarly, people judge videos by their thumbnails.
Make sure to customize your video thumbnails to boost your click-through rates. Even something as simple as a friendly human waving is more enticing than a blurry office scene or overlaid text on a graph.
Here at Wistia, we’re passionate about helping our customers use video to better market their business. With our Thumbnail Editor, you can add text or use a looping video to take that brand touch to the next level!
Using custom GIFs to tease video content is also a brilliant strategy for enticing your recipients to click.
Creating a GIF from a video is not as complicated as it may sound. If you haven’t created GIFs from your videos before, you can use apps like GIF Brewery to get up and running quickly.
Once you create your GIF, you can add it to any email, link it to a blog post or landing page, and watch that click-through rate skyrocket. We’d hypothesize that a dynamic preview of what’s to come will perform better than a static image in an email, but you’ll have to run some tests with your own audience to find out.
If you’ve got content that could work well as a video series, try integrating it into an email campaign. Email courses and campaigns can benefit from this approach, especially if each piece of video content points to the next one. It’s like a suspenseful Netflix drama, except with marketing emails.
Because you can track who clicks on what video and how much of each video they watch, you can quickly assess which of your leads are most interested in your content. Plus, if you’re using a marketing automation platform, you can use video-centric campaigns like this to efficiently qualify leads.
With Wistia, we’ve made it super easy to showcase your video content in a sleek and binge-worthy way with our product feature called Channels. Instead of creating an email marketing campaign with several emails, you can upload all of your videos to a Wistia Channel, and link directly to your Channel in one email. Your videos will appear in a Netflix-style format when you embed a Channel to your website.
Additionally, you can collect subscribers from your Channel, easily sync your subscribers to your marketing automation platform or CRM for better lead tracking, and schedule email notifications when you publish new videos.
This sounds simple because it is. Once you’ve created an email that includes a video thumbnail, try testing out two subject lines – one that includes “[VIDEO]” and one that doesn’t.
A. How to direct non-actors [VIDEO]
B. How to direct non-actors
Track their respective performances, and learn whether or not your audience is more apt to open an email that includes a video. Sometimes it pays to be explicit.
Subtle uses of emojis in subject lines or body copy of your email can also help draw attention to your content. Just be aware that emoji render differently in different environments.
If video is already baked into your content strategy, you’re probably rolling out videos on a consistent basis. If this is the case, you should consider creating videos catered toward different segments. While this approach requires more time and energy to execute, producing a video with a specific segment in mind will make the content more relevant and personalized to your viewers.
Get Found: Improve The Discoverability of Your Show with Podcast SEO
Congratulations on starting your podcasting journey. The hardest part, just getting started, is over! Now, it’s time to focus on the fun parts — making great audio content and engaging your audience.
One of the biggest challenges podcasters often face is growing their audience. And, while we are big fans of focusing on the quality — not quantity — of fans and followers, there’s no questioning the importance of finding your niche and connecting with them in meaningful ways.
“While we are big fans of focusing on the quality — not quantity — of fans and followers, there’s no questioning the importance of finding your niche and connecting with them in meaningful ways.”
Podcast discoverability and promotion is a rapidly evolving field. In this post, we’ll take a deep dive into the world of podcast search engine optimization (SEO) and explore how you can optimize your show and episodes for organic search performance to enhance discoverability. We’ll also share real examples from our very own podcast, Talking Too Loud. Let’s go!
For anyone unfamiliar with the term, “SEO” stands for “search engine optimization.” SEO is a well-known digital marketing tactic to improve content performance online without using advertising dollars to boost performance.
In the context of this article, we’ll discuss tactics to improve how your podcast or show performs specifically in search engines. Keep in mind, podcasts in general, are a relatively new marketing channel, so the concept of podcast SEO is also very new.
“Keep in mind, podcasts in general, are a relatively new marketing channel, so the concept of podcast SEO is also very new.”
Before you get started, it’s important to have a specific goal in mind. Are you trying to compete competitively in a non-branded space? Are you optimizing for general show or brand queries? What do the search engine result pages (SERPs) look like for your target? How competitive is the space you’re targeting? Does your target align with search intent?
For podcasts specifically, this last question — search intent — is critical. It’s unlikely that your show will appear for broad queries like “digital marketing tips.” However, a target like “top digital marketing podcasts” would be more in line with what someone is searching for — a podcast on a specific topic.
And that’s just for your show as a whole; you should follow this same thought process for episode-level research as well. For example, if you have an episode interviewing a well-known thought leader, include that name in your target. Of course, be mindful if this person has their own show that might muddy the waters.
It’s also important to keep expectations in-line with the reality that podcasts are relatively new! And many people aren’t yet relying heavily on search engines to find new shows; a word-of-mouth recommendation from a friend or plug from a show someone already listens to is far more likely to produce a net-new listener than a Google search.
Your primary goal for podcast SEO should first be to make sure your show and episodes appear for searches that include your brand or the word “podcast” — like “talking too loud podcast” or “talking too loud wistia.” From there, you can branch out and expand your targets to things that don’t necessarily include your brand, like “top podcasts for entrepreneurs” or “best business interview shows.”
With expectations and goals in mind, let’s dive into some more tactical tips on how to get started.
Depending on your podcast goals and the level of effort you’re willing to put forth, keyword research might be a worthwhile investment for your show. This research could also be used to help inform some of the more broad positioning and messaging about your show.
Here are a few things to look for when deciding on a target keyword or phrase:
- What type of podcast are people searching for? This might include some research around podcast topics, like “content marketing podcasts” or “podcasts for entrepreneurs.” This could also be a useful gauge for how saturated a particular topic is or isn’t.
- How are people searching for podcasts? What types of questions or phrases do people use when looking for new shows?
- Why are people searching for this? What is your audience hoping to get out of finding a new podcast? To learn something new? To feel inspired? Uncovering the real intent and end goal of your audience will help you align your positioning and messaging.
- What’s the search volume? How competitive is the keyword? The more search volume, the more competitive the SERP. Keep in mind — queries related to your targets will likely be very low, and that’s ok! Quality over quantity, remember? Folks searching for these low-volume keywords are very qualified for the content you’re producing.
- Can your content compete? While your podcast shouldn’t have trouble competing in a branded space, this consideration is important if and when you want to get more aggressive and target broader queries. Do some research on these SERPs and what shows are presented. Is your podcast realistically a good fit for this space?
This sounds like a lot, we know. But it really boils down to understanding your podcast, understanding your audience, and bridging that gap. How would you approach finding this content on Google? What words or phrases would you use?
For a deeper analysis, try these handy keyword research tools:
- Google Keyword Planner
- Google Trends
Your marketing team may or may not already use one or more of these tools. If you’re starting from scratch, check out Google’s array of free tools, like some of the ones mentioned above.
This step is essential on both a general show level and for individual episodes. Have you noticed the individual episode embeds directly within search results in some of the examples we’ve shown? Google now supports this functionality (with a few caveats), and you’ll definitely want to optimize your show and episodes to appear here. The good news is that Google has plenty of documentation to help you get started.
First and foremost, you need to get your hosted podcast on Google. Podcast hosts may or may not offer this functionality (good news — Wistia does!), so be sure to check whether or not your host will pass along your RSS feed appropriately.
By syncing your feed with Google, you’ll be able to present your podcast to a much larger audience. This integration feeds your show to Google search results, the Google Podcasts app, Google Home speaker system, and more (which is outside of the scope of what we’re discussing today but good to know in general).
How can you track if your episodes are being indexed? Well, Google just launched a new tool to help showrunners manage their podcasts in one convenient place. Meet, Google Podcast Manager. This new dashboard is your one-stop-shop to managing your podcast exposure and performance in Google.
At this level, we’re really looking to improve the performance of your show in general. Does your podcast website or Channel show up for branded queries? Are you listed in relevant carousels that might appear for more broad show terms that you’re targeting?
Podcast name and branding
Search engines are smart enough to sniff out keyword stuffing, like naming your show “Digital Marketing Tips Daily With Digital Marketing Expert Joe Schmoe.” And having an independent brand is a great overall strategy to being keyword-first. By adding in your keyword targets naturally throughout your show copy and branding, you’ll increase association with those targets and resonate more clearly with your target audience.
For example, For Talking Too Loud, we are targeting entrepreneurs and brand-builders. We reflect this in our show boilerplate copy with “On this podcast, Chris Savage, Wistia’s CEO and loudest talker, takes you inside the minds of entrepreneurs as they share the hilarious, informative, and most challenging aspects of building more human brands.”
We could have named the show something more keyword-forward, like “Brand-building and Entrepreneurship Tips with Chris Savage.” But, we wanted to tell more of a story with the name and really lean into the show’s core concept: What gets business leaders “talking too loud” inside and outside of work. We included Chris’s name in the show (it is his show, after all) to build on his authority and increase the show’s association with Wistia. And, Talking Too Loud is short, snappy, and easy to remember.
Have a dedicated podcast website or webpage
Having a dedicated podcast website or at least a portion of your website dedicated to the podcast is essential for having a strong search engine presence. Without this, podcast distribution sites, like Stitcher or Apple, will rank highly for your own branded show queries. This takes traffic away from your site and directly to third-parties.
And, having a podcast website or webpage gives listeners a stronger connection with your brand and introduces them to all of your other show content. This also enables you to capture engaged listeners’ info to serve them even more show news, like new episode alerts, exclusive behind-the-scenes content, and more.
You can see this with our show, Talking Too Loud. The Wistia Channel ranks first for the query, followed by third-party apps below.
At this level, we’re focused on improving the performance of individual show episodes. Is the episode indexed on Google? Does the episode show up for specific episode-related queries? Ideally, your keyword or target phrase should appear naturally in your show title, title tag, meta description, and organically throughout the show (and, therefore, the show transcript and/or show notes).
Transcripts/episode show notes
Say it louder for the people in the back: transcripts are essential for podcast SEO. As savvy as search engines have become, they aren’t yet smart enough to listen to and understand your podcast audio content. Therefore, they need something else to go by, and that something is written text. And, transcripts provide an accessible show experience for the humans that actually engage with your podcast.
There are plenty of affordable options (including Wistia!) that offer transcription services, and most major podcast hosts support transcript uploads. Transcripts should be a part of your ongoing podcast process, just like creating a show outline and editing your new episode.
But wait — what about show notes? What’s the difference between notes and a transcript? Should I have both, or one or the other? Well, like most things, this depends.
A transcript is a literal script of everything said during a podcast episode — the full rundown. Show notes, on the other hand, are often a stripped-down version of this. Show notes typically focus on the key takeaways from the episode and include helpful information like links to things referenced in the show, contact info for show guests, etc.
Our advice: If your podcast host offers both, use both! Bare minimum, have a complete transcript ready to go for each episode.
Your website’s blog is another natural place to cross-promote your podcast. Blogs often carry more authority than a net new podcast page, so cross-linking is great for sharing that authority.
What content should you write to support your podcast? Are episode recaps a good idea? This is a tricky question as it really depends on your overall content strategy.
One thing we’ve struggled with is getting search engines to index our pages based on our priority. For example, the Wistia blog has hundreds and thousands of articles spanning the past 10+ years. That’s a lot of content! And that content carries a lot of weight.
We’ve done episode recaps for shows in the past where the blog post ends up outranking our show channel, which is where we really want to drive folks to watch and engage with our show content. Whoops!
For us, showcasing our Channels product and providing our audience with an exceptional listening/viewing experience is a top priority, so we always try to drive folks to the show Channel.
That’s why for Talking Too Loud, we are taking a different approach. Instead of writing and sharing episode recaps, we’re focusing on more theme-based and behind-the-scenes content. This content might not “perform” well if you just consider pure search volume, but the intent is fundamentally different. We want to showcase a different side of the show, connect listeners with our hosts and the team here at Wistia, and empower brands to embrace podcasting to build brand affinity — which is much different from a pure organic show awareness goal.
However, your goal might be different. If your goal is to attract as many listeners and gain as much exposure via natural search as possible, episode recaps might be a great fit. The key is to consider how you want your show presented and how you want people to listen or engage.
There you have it, our comprehensive guide to podcast SEO. Remember to ground your expectations and focus on driving value for show listeners. Your end goal should be to make it easy for folks to find and fall in love with your podcast.
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