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How InVision Blazed a Trail for Filmmaking in the SaaS Industry

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Three months into his tenure at InVision, Ben Goldman found himself crammed between hundreds of designers in a New York City movie theater. He was attending his new company’s red-carpet premiere of their documentary Design Disruptors and the excitement in the room was palpable.

As he sat with a bag of popcorn in one hand and a Coke in the other, Goldman, new to the tech industry, couldn’t help but ask himself, “Does every SaaS company do this?”

Disappointingly, the answer was no. But Goldman would soon find out he was about to spearhead the movement that would prompt brands to ask themselves, “why not?”

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Check out this clip from our Change the Channel event and hear from Ben Goldman himself about how this documentary helped InVision garner more attention and interest from their audience.

A passion project of InVision’s CEO Clark Valberg, Design Disruptors set out to prove a product designer’s value to the business world. By showcasing how iconic companies like Google, Facebook, Netflix, Spotify, and Airbnb use the power of design to dominate their respective industries, InVision was able to resonate with the design community and turn the film into a catalyst that could drive a larger cultural change at their organizations.

“After watching the documentary, an executive who didn’t know much about design can now understand, appreciate, and value it on a whole new level,” says Goldman. “And that’s a big reason why the design community had such great sentiment for the film. It could change people’s minds.”

Design Disruptors became InVision’s most evergreen piece of content, generating over 100,000 leads and 2,000 independent screenings, where organizations sign up to show the film to their design team, executives, or important stakeholders.

“Design Disruptors became InVision’s most evergreen piece of content, generating over 100,000 leads and 2,000 independent screenings.”

Boasting stellar quantitative data, Design Disruptors’ qualitative data is arguably just as impressive. Not only did the design community badger InVision to make a second film, but the overwhelming majority of InVision’s sales and customer service reps all agreed that Design Disruptors was their most valuable piece of sales collateral.

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Two years after Design Disruptors’ release, it became crystal clear that InVision’s target market absolutely loved the documentary and crafting binge-worthy content was good for business. Starting a films department was a no-brainer, but InVision needed the right person to take on the challenge.

At the beginning of his career, Goldman worked in television, interning at The Colbert Report and even selling a pilot to MTV during college. But after graduation, he stumbled down the path of reality TV and the industry’s toxicity burned him out. He eventually left television to launch his own news app, sparking his interest in content marketing, tech, and ultimately helping him land a job as a content strategist at InVision. After working there for two years, it became clear that Goldman’s expertise and invaluable background in television made him the ideal person to launch Invision’s films department. However, building something that not many other brands in the industry had done before was uncharted territory.

Goldman’s vision for the films department

Goldman wanted the films department to be a creative arm dedicated to authentic documentary storytelling. In other words, he wanted to tell stories that didn’t make people feel like they were participating in some sort of case study.

To meet this lofty quality standard, Goldman’s department had to operate like a production company, hiring independent filmmakers to create and direct their films.

“Collaborating with independent filmmakers allows us to bring real filmmaking passion to the table and lean on a variety of voices to drive our narratives,” says Goldman. “Relying solely on in-house risks the outcome of creating the same type of film and hitting the same note every time.”

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But as a SaaS company that had only created one documentary before, InVision had a weak connection to Hollywood. The film department had to start spinning up a web of filmmaking talent — fast.

Building a bridge to Hollywood

At the beginning of Goldman’s stint as the director of films at InVision, he would scour the internet for short films and documentaries that played at festivals and won awards. Then he would reach out to their directors, editors, producers, and directors of photography. If any of them lived in New York City, he would take them out for coffee or lunch. Goldman also met with production companies, freelancers, recent film school graduates, and current film school students.

This went on for months. But soon enough, all of Goldman’s networking created a digital rolodex of film professionals that he could call on when his team was ready to green-light their first project. And when the time came, all they had to do was thumb through their network and match the right professionals to the right projects. Building these relationships ended up being one of the most impactful things Goldman ever did.

“All of Goldman’s networking left him with a digital rolodex of film professionals that he could call on when his team was ready to green-light their first project.”

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In October 2019, InVision completed the editing process for a film they’ve been working on all year called Squads. The documentary looks at the way businesses are adopting new organizational models to better enable teams to move fast and innovate. With 28 different cuts, hundreds of pages of transcripts and interviews, and even an original composer, producing Squads was no small undertaking.

“A culmination of all that work just happened,” says Goldman. “And it’s one of the most amazing feelings I’ve ever experienced.”

After the editing process, the film department showed the video to a focus group, and they absolutely loved it, shouting praises about how they want to show the film to people they work with — especially executive stakeholders. But what was even more invigorating than finishing the film and hearing the applause from the focus group was the process of actually creating the documentary itself.

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“Going into these companies, meeting these leaders, having real conversations with them, and highlighting passionate people solving real problems,” says Goldman. “That’s what I loved most about this project.”

1. Make your case with data

InVision is an innovative company, but two years had passed and new layers of management had formed when the idea of the film department was still brewing. Fortunately, Goldman could measure Design Disruptors’ impact on InVision’s bottom line and collect valuable customer feedback from social media and their sales and customer service teams. With all of this data backing up the film department, it was easy to make their case to management.

Be sure to measure and present your binge-worthy content’s quantitative and qualitative data — they’re equally beneficial to track. If you need help determining the effectiveness of your binge-worthy content, check out our guide on measuring brand affinity. And if you’re just getting started and don’t have any data to present just yet, check out this post and learn how to convince your boss to start investing in creating binge-worthy content.

“Be sure to measure and present your binge-worthy content’s quantitative and qualitative data — they’re equally beneficial to track.”

2. Make sure your first hire is a producer

Hiring a producer, especially one from the media industry, will help you figure out how your team can create binge-worthy content on your own (or if you need to hire an agency to do so).

At Wistia, our creative team helped us realize that we could craft Webby Award-winning content in-house. At InVision, they tapped Goldman, who had previously worked as a producer in TV, who decided it was ideal to collaborate with an external network of talent to craft binge-worthy content.

Regardless of the path your business decides to take, it’s important to have someone dedicated to overseeing the creation of this content in a way that is aligned with your vision and goals.

3. Build relationships with Hollywood

Two brands that are leading the binge-worthy content movement, Mailchimp and InVision, both collaborate with independent filmmakers to craft their shows and films. Remember that your audience expects a brand’s binge-worthy content to be high-quality and truly entertaining, so if it’s within your budget, hire the professionals who can take your video series to that level.



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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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