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The Color of Your Video Player is Affecting Your Play Rate

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Dark Orchid. Burly Wood. Sea Green. Medium Sea Green. When choosing a color for your Wistia player, the world is your #EAE6CA. Sorry, we mean oyster.

There are hundreds of thousands of videos hosted on Wistia. And since users can select the color of their player from a color palette, there are also millions of colors to choose from. 16,777,216 to be exact.

Given this plethora of opportunities, we wanted to see what colors Wistia customers were choosing for their video players. We also wanted to see whether these color choices impacted how often viewers clicked play.

Let’s dive into the data to find out.

Best Friend Blue is the more descriptive name for the color #54bbff, the default color of the Wistia player. If you don’t customize your player, this is the color that will be shown to all your viewers.

The majority of people use the default color for their player. From our sample*, almost 180,000 videos rely on #54bbff:

In fact, the Best Friend Blue default color is over 2X as popular as all other colors combined. We also measure plays. This is a crucial first step for any video — to get played — so it is an important metric to track. Videos with the default color account for the vast majority of unique plays as well:

The data (so far) seems to suggest that you should just leave the player color alone, go with the default, and start counting the views.

But is this really a good idea?

When we look deeper at the data, it doesn’t seem as sunny for Best Friend Blue. Videos with a default-colored player were played 345,857,886 times. However these videos were loaded 2,085,091,710 times. That means that videos with the default-colored player loaded on users’ webpages 2 billion times, but the viewers only pressed play to watch those videos 345 million times.

“When we look deeper at the data, it doesn’t seem as sunny for Best Friend Blue.”

This pushes their play rate down. The play rate is defined as:

The play rate for default-colored player videos was 16.6%:

So almost eight times out of ten, the video player loaded in all its blue glory, and the viewer chose not to play.

Let’s compare these numbers to the videos not using the default color. As we said above, this is a much smaller sample size. There were 120,096 videos in total that fit our sample criteria and weren’t using the default color. These videos were loaded 746,776,688 times and played a total of 140,428,860. This means the average play rate for non-default color videos was 18.8%:

This is a 22% improvement in play rate for the non-default colored players. Why is this?

“This is a 22% improvement in play rate for the non-default colored players.”

We don’t think the default color is solely to blame for a lower play rate. Rather, the effect of player color on play rate is a matter of correlation rather than causation.

The people that customize their video player with their own colors tend to be the same people that also pick great thumbnail images, adjust the player controls to suit their needs, promote their video for their followers to watch, and put in the extra effort to increase production standards.

It is the combination of all these factors that increase a video’s play rate. But it seems that customizing the player color doesn’t hurt.

So if you are going to change the player away from Best Friend Blue, what other colors should you be choosing? If we take #54bbff out of the equation, we can begin to see how the other colors perform.

In terms of unique plays, it is #1e71e7, Royal Blue, that comes in a healthy second. Royal Blue accounts for 27.1% of all non-default color videos, and 43.6% of all non-default video plays:

Though Royal Blue and black have the most unique plays, grey is the color that most players are made of. Four of the top non-default 10 videos by unique plays have a player color that is predominantly grey.

Play rate

But Royal Blue is similar to Best Friend Blue in that it has a large number of unique plays, but a relatively low average play rate. The color with the highest play rate is #f68c71 – more commonly called peach:

Videos with a peach player had a play rate of 85.4%. Over half the videos loaded with this player color were played. So peach has 5X the play rate of the default-colored player. While not quite up there with Best Friend Blue and Royal Blue in terms of unique plays, peach’s play rate equates to 371,725 video plays from 435,430 loads, so it’s still a substantial amount.

Another factor that’s obvious from the above graph is the range of colors that have a high play rate. Compare this to the graph of unique plays, which was mostly a palette of grey.

This array suggests these are different branding colors. It lends credence to our idea that it is branding and design that likely contribute to higher play rates.

“It lends credence to our idea that it is branding and design that likely contribute to higher play rates.”

So, what about those at the bottom of the play rate list:

In general, the colors with the lowest play rates are darker than those with the highest play rates.

If we look at the lightness values using the HSL (Hue, Saturation, and Lightness) color system, the ten colors with the highest play rates have an average lightness of 0.399 (black has a lightness of 0, white has a lightness of 1), with peach having a lightness value as high as 0.704. Three out of the ten have a lightness value above 0.5.

The bottom ten, however, have an average lightness value of 0.44, and four of the colors have a lightness of 0.5 or above. This suggests that when you pick your own colors, choosing a darker player color might increase the play rate.

Given this data, if you haven’t already customized your player color, we think you should consider a shade that fits better with the rest of your design and branding.

Changing your player color is super easy. In the Customize panel within the Video Actions menu, choose the Appearance dropdown, and you’ll be presented with a color palette:

Here you’ve got two options:

  1. Drag the circle around within the palette until you find the right color for you.
  2. Alternatively, if you’ve already got an idea of what color you want, enter the hex code, such as #7b796a. You can go here to learn more about hex codes and how they translate into colors. (Math _is_ fun!)

You still have to choose the right color for your player though, and choosing from the 16-odd million available isn’t an easy choice.

The best place to start is with your branding. If you have branding guidelines, you can choose the hex code of your primary or complementary colors to make sure your player fits with the rest of your site.

This is what sales analytics platform InsightSquared has done. Like us, their main branding is blue (#00B3E9 in their case) and they use this as the player color for their case study videos:

If you don’t have a style guide, then the color world really is your #EAE6CA (oyster). In this case, we suggest using color theory as a starting point for discovering the right color combinations for your videos and brand.

Color theory is the science behind why colors make us feel the way we do. Certain hues of color are explicitly represented by groups of cells in the brain, so this makes choosing the right color a great way to stand out and be noticed. For instance a 2012 study found that companies with red-dominant branding were perceived as exciting and dynamic and those with blue branding as competent and trustworthy.

With our cool Wistia blue we hope we are seen as competent, but also still a bit exciting!

If you are choosing colors, here are how some of the major colors are supposedly perceived:

  • Red: Exciting, dynamic, passionate.
  • Blue: Dependable, stable, friendly.
  • Green: Natural, healing, calm.
  • Purple: Luxurious, spiritual.
  • Black: Powerful, Sophisticated.

Beware. Color meanings change with culture, so your bright, joyful yellow player is the color of mourning in Egypt.

From our data, it seems that too many Wistia users are still using the default, Best Friend Blue color that’s applied when you first upload your video. Though this color does get a lot of plays, the play rate isn’t as high as with other colors.

Your player color might seem like an afterthought, but in design, these little details matter.

Next time you’re uploading a video to Wistia, try customizing your player to better fit with your own brand and design. By doing so, you can create a polished first impression that will likely result in a higher play rate.


* This analysis includes all videos that were played between Jan 1 – July 1, 2020. We only analyzed 74 separate colors from the millions of options. The sample was filtered to exclude the following videos:

  • Videos with fewer than 100 loads during that period
  • Videos with a play rate >90% (generally popover embeds)

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Video Marketing

6 Simple Videos Anyone Can Make for Social Media

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You’ve seen the timeless Christmas comedy, Elf, right? In the scene below, Zooey Deschanel’s character tells Buddy, played by Will Ferrell, that she can’t sing. Dismayed, Buddy starts talking louder and elongating his words (his version of “singing,” however bad) all to prove to Jodi that anyone can sing.

Cut to now. Chances are, you’re reading this blog post because you want to learn how to make some low-barrier videos for your business. And if you’re thinking “I don’t know if I can actually do this … can I really make videos?” Think of this post as your very own Buddy, helping you out from the sidelines.

Communicating with video can be done on virtually any platform, but there’s so much potential when it comes to incorporating video into your social media strategy. By the end of this post, you’ll walk away with specific video ideas for Twitter, Instagram, Facebook, and LinkedIn. Let’s get started!

Social media can be a great place to organically share the inside scoop of life at your company — and there’s no better place to bring your company culture to life than on Instagram.

With Instagram Stories, the possibilities are endless. What’s great about Instagram Stories is that you can easily combine both curated and candid content in order to create an authentic look into what your business is all about.

By now you’re probably seen your fair share of Instagram takeovers. Brands will hand over the keys to their profile for a day to promote a new initiative or event, for example, and what usually ensues is a fun and personable take on what could have been basic promotion.

You can use this same technique to convey your company culture — hand over your Instagram to someone on your team for the day. Have them share about their day-to-day and why they value your company or product. Doing this will give your audience authentic insight into what it’s like to work at your company, help them understand your product more, and create an opportunity for them to grow their brand affinity for your team.

We started this series back in March 2020 when quarantine started, but this type of campaign is not limited to pandemic conditions. Think about what makes your company special and use your team members to highlight that. No matter the conditions, these videos are sure to brighten up your feed and in turn, your audience’s days.

Of course, this same concept can really apply to any channel your audience lives — not just Instagram. Keep each channel in mind to craft meaningful, authentic content and share it with your audience wherever they are!

Raise your hand if you’re a fan of the eerily specific ads that clutter your feeds …  ( I bet I’m not the only one with my hand firmly by my side). These days, social media feeds can feel more overwhelming than fulfilling. And as a marketer, it can often be frustrating that despite all the amazing blog posts you share, witty copy you craft, or followers you gain, it’s still hard to see the engagement you want with your posts.

That’s where video can step in and save the day. Let’s be real , video on social media is no longer just a trend — it’s table stakes for engagement. Tweets with video see 10x more engagement than those without. LinkedIn users are 20x more likely to share a video on the platform than any other type of post. And video generates more engagement than any other content type on Instagram.

Here’s an example of a video that you can easily create to provide value to your audience and highlight your content. This video is a great example of using what you have. You can probably tell we made it right in the Wistia office!

One of the reasons this type of video is so easy to create is because the script practically writes itself! If you have the blog post written then you have the outline of your video script. Instead of making it easy for the viewer to scroll past your post of text and static imagery, make something eye-catching and engaging that will point them in the right direction to learn more.

Podcasts are all the rage right now, especially for brands looking for creative ways to grow their audience and build brand affinity. Consider this — 23% of U.S. adults listen to podcasts every day or a few times per week. And, more than 37 million people in the U.S. are “avid podcast fans.” How’s that for engagement?

Whether you’re starting from scratch with a new show or you’re a seasoned podcasting pro, using video to promote your show on social media is key to growing your audience. We recently employed this tactic to promote our latest podcast Talking too Loud.

Now, if you’re wondering how you can make something like this with limited resources, worry not. There are a ton of apps that can help you do this. For example, Headliner is a handy tool for creating social images out of audio clips. And the good news is, you don’t need to be a designer or audio editor to use the app. If you’re just beginning the journey of promoting your podcast on social media, this type of tool is a great place to start.

When people can get a feel for the space they’re listening to you from, they can immerse themselves in your show. Then, when they say, “it just feels like I’m the room with them,” they’ll actually be able to picture the room and really see themselves there.

Of course, the finished product of a video is always great to share with your audience. But what can make the finished product even more enjoyable is to see a behind-the-scenes clip of how it all happened.

When your audience watches your videos they’re bound to have questions about the creative process and how you got to the finished product. Getting this footage cut into an easily shareable video for social media is a great way to keep your audience engaged long-term.

That said, not all behind-the-scenes clips have to be educational — the value can be based purely in delight. Who doesn’t love a peek behind the curtain of one of their favorite video teams getting set up for shooting? Take this example we recently posted to our Instagram.

We’re currently in the process of social-distance shooting for a show that’s coming soon. We’re so excited to be able to share the finished product, but in the meantime sharing videos like this one help pique interest and intrigue around the project — which will make the show itself even more satisfying!

Use this type of video to preview a new show, tease a new product or service, or share tidbits of your company culture.

Whether you’re hosting a large in-person event, like a conference, or a small-scale online event, like a webinar, you’re definitely going to want to spread the word with your contacts. Videos are the perfect medium to share high-level details and build excitement for your event.

For businesses, we typically recommend starting with LinkedIn. Unlike the other social media channels, we typically think of LinkedIn as a channel for buttoned-up business content — but that doesn’t mean you can’t have any fun with what you post!

Start by creating an enticing promo video for your event, and then invite your teammates to share with their contacts. LinkedIn makes this super easy with the employee notification feature. Engaging your employees will increase your reach and make your promotion impact even stronger.

Here’s an example of a video our Sales Manager, Katie made to promote an event we hosted with Marketing Showrunners earlier this year.

Whether or not you decide to go full-on guerilla marketing with your next video, LinkedIn is a great place for experimentation with simple, effective promotional videos. Try it out next time you have a company event to promote!

Of course, event videos can also work well on other channels. Facebook allows businesses to create private groups and dedicated event pages, which can be the perfect place to generate awareness and build buzz through video.

The launch of a new product or feature is always a great opportunity to show your followers on social what it’s all about. And what better way to do that then with a product walk-through right on your profile?

When we launched Channels, we took to our Instagram stories to do an in-person demo. We walked through different aspects of the product with different folks from the team — some people featured actually helped build the product! Here’s the video of one of our Product Designers, Lamp, explaining how to update your Channel design.

When a new product launches it can sometimes feel overwhelming to customers. There are multiple ways to guide folks along, but one of them should definitely be a video. Thanks to your expertise and simple explanation your audience will be on the track to power-users in no time!

There you have it, folks. Six simple social media videos that anyone at your company can create with minimal effort. Whether you’re a trained video-pro or a scrappy beginner, we all have what it takes to make videos for social media. All it takes is a dash of creativity, a few minutes of your time, and a camera.

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9 Tactical Video SEO Tips to Improve Your Content Performance

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Here at Wistia, we’ve worked hard to ensure that our embed codes automatically optimize the videos on your site for search engines and that our videos are as SEO-friendly as possible.

With most other video platforms, you have to manually append structured data to your videos or create a video sitemap by hand. At Wistia, we do all of the heavy lifting when it comes to video SEO (search engine optimization), so that you don’t have to.

If you embed a Wistia video on your page, you’re already doing most of the work to optimize for video SEO. Hooray!

However, if you don’t currently use Wistia or if you want to go all-in on video SEO — we’ve got you covered. There are nine specific video SEO tips to consider when uploading, customizing, and embedding your videos.

Enjoy this free video SEO checklist, and reap the benefits of a fully optimized video experience. We’ll highlight Wistia-specific video SEO features but also share general best practices to help you make the most of your video marketing assets. Let’s dive in!

The name of your video is included as the video title in the structured data (example below), so make sure to rename your videos once they’ve been uploaded.

Remember that the title should reflect the specific content of the video, not just replicate the title of the page the video is embedded on. Ideally pick something simple, relevant, and compelling. You don’t need to worry too much about including keywords or anything like that (Google is smart enough to understand synonyms these days), but equally, there is no video title less SEO-friendly than “Sequence-1.mov.”

As a general rule, it’s a best practice to retitle your videos as soon as you’ve uploaded them, which you can do using the “edit” button to the right of the filename.

Your video’s thumbnail will catch the attention of your audience when they’re scrolling through search results, and it can mean the difference between success and failure with video SEO.

Think of your thumbnail like a movie poster. It’s a static advertisement for the video itself, and its job is to encourage people to click through and press play. It doesn’t have to be an actual frame from the video itself, it just has to be an exciting and honest reflection of the contents of the video.

Moz has done a fantastic job of this in recent years with their Whiteboard Friday series. Check out the image below – this isn’t actually a screenshot from a video, but rather an orchestrated photograph designed to advertise a video about voice search.

There aren’t any hard and fast guidelines for creating compelling thumbnails – a lot depends on the type of video you’re creating. However, there are a few rules of thumb (get it?) to bear in mind:

  • Make sure whatever you’re showing is visible at 116 x 65 pixels. Your image will be shrunken down to this resolution in the search results, and as such, it’s imperative that the thumbnail is compelling even when thumb-sized.
  • Screenshots are bad. There is nothing interesting about seeing a frame from a screencast reduced to a tiny image. It won’t stand out on a search engine results page, and therefore won’t help you acquire more traffic. Come up with something more creative and interesting to advertise the value of what your video is offering
  • Faces are good. Humans tend to respond well to other human faces. Expressive faces, prominent in the frame, tend to work well.
  • Heed the rule of thirds. Video thumbnails are no different in practice from other images, and obeying conventional wisdom with regards to framing will help to give you an attractive, eye-popping image.

To replace the thumbnail on your video, head into the customize panel and select “Upload a new image” under Appearance.

Wistia offers two basic types of embed: inline and popover (other platforms will have other options). If video SEO is a priority for you, make sure to use the inline embeds in all instances, rather than popover embeds, which make use of lightboxes.

We’ve found that Google tends to index popover embeds far less often than the inline alternatives, and this is likely because popover embeds actually need to be clicked in order to trigger the JavaScript delivering the video.

Either of the two inline embed types (standard and fallback) work equally well for SEO.

The standard embed is entirely AJAX based, which makes it faster, but the fallback, iframe-based embed might be the preferable option for certain content management systems.

When you’ve selected the embed type that’s best for you, make sure the box marked “SEO Metadata” is selected, which will ensure that structured data is injected into the page where you embed the video. Inversely, if for whatever reason you don’t want your video indexed in search, unselect this box.

“We’ve found that Google tends to index popover embeds far less often than the inline alternatives, and this is likely because popover embeds actually need to be clicked in order to trigger the JavaScript delivering the video.”

Make sure your video metadata is also optimized for search. Video titles and metadata fields should:

– be enticing to encourage click-throughs

– be relevant and applicable to the video content

– include keywords that match user intent

– feature titles that are 65 characters or fewer

– use meta descriptions that include 1–2 short sentences to describe your video content

A sitemap is a file uploaded to your website that provides search engines specific information (called metadata) about the pages, videos, images, and other files on your site. A video sitemap is the best way to help Google and other search engines find and understand the video content on your website and provide other information like the video title, description, run time, and intended audience. This can be an extension of a larger sitemap or a video-specific sitemap.

Rember, if you’re using Wistia to host your videos, we automatically do this step for you, so there’s no extra work involved.

If not, you can use a sitemap generator as a starting point. We also recommend chatting with your web development team to ensure the map looks technically sound and is implemented correctly.

Once you have your video sitemap, head over to Google Search Console and submit your sitemap. After logging in, you’ll see this on the left-hand navigation under “index.” This will allow you to verify that your sitemaps are good to go and alert you if any issues pop up in the future.

Another technical tip, adding schema markup to your website is another way to improve how a search engine crawls and understands your video data. What is schema markup? Our friends over at Moz have this to say.

“Schema.org (often called Schema) is a semantic vocabulary of tags (or microdata) that you can add to your HTML to improve the way search engines read and represent your page in SERPs.”

There are hundreds of classes of markups that identify specific webpage elements — including video.

This is another particular area where Wistia excels. Our video SEO feature uses JSON-LD to inject schema.org markup into the head of a page, making all videos crawlable and indexable for Google. No extra work, no extra teams.

Otherwise, head over to Google’s structured data hub to get started, and make sure you’re looping in your development team to have these added to video pages across your site.

Google typically indexes only one video per page. If you’re including multiple videos on a page, it’s unlikely that the search engine crawlers will recognize and parse more than the first video.

This fact shouldn’t radically change your strategy, but it’s something to bear in mind when designing and planning the pages your videos will live on.

The most common reason why video SEO fails to work is that Google can’t find or read the videos on your page. If you’re building entire sites with angular.js or using other JavaScript libraries to deliver page content, as opposed to just HTML and CSS, then the video can get buried under multiple layers of JS. This translates to Googlebot video never finding your video.

It’s not the end of the world if you are restricted to a site based on a JavaScript framework (check out this Google guide for some advice regarding how to handle it), but just be conscious that an atypical build can require some more technical work in order to get video SEO functioning properly. When in doubt, check the Google Rich Results test to see exactly what Google is or isn’t indexing on your page.

Transcription is the process in which speech or audio is converted into a written, plain text document (a transcript) with no time information attached. There are two main transcription practices: verbatim and clean read.

Verbatim transcribes the audio word-for-word, including all utterances and sound effects, which is great for scripted speech like a TV show, movie, or skit. Clean read transcription edits the text to read more fluidly, perfect for unscripted content like interviews or recorded speaking events.

As an example, Moz uses word-for-word transcripts for their Whiteboard Friday series. Alternatively, Content Marketing Institute uses clean read transcripts for their This Old Marketing podcast.

Transcripts live on the same page as your video content and are typically placed right below the video itself. This not only improves your video SEO but also provides alternative ways for visitors to enjoy your content — a win/win!

Captioning is the process of dividing transcript text into smaller sections, known as “caption frames,” and time-coding each frame to synchronize with the video’s audio. The output of captioning is called “captions,” which are typically located at the bottom of a video screen. Captions allow viewers to follow along with the audio and video or captions interchangeably.

Video captions are essential for video SEO. After all, search engines do not have ’eyes’ to watch a video. Instead, search bots ’crawl’ your site, reading the text and code of your pages for information and signals on what each is about. This way, Google (and other search engines) can return the most relevant information to search queries.

And, SEO-benefits aside, video captions also make your videos more accessible and will boost engagement on other channels, like social media, where visitors typically don’t watch a video with sound.

Wistia makes creating and implementing video captions super easy! You can easily upload an SRT file or order captions directly from Wistia. Our captions support almost any language (except Klingon — sorry Trekkies!) for a fully optimized and accessible video experience.

If you want to source your own captions, try other affordable services like Rev.com.

Keep in mind — Google (and other search engines) also considers many other ranking factors, like the video content itself and the overall quality of your video. Having high-quality video is essential to growing your organic search presence — and this makes sense. If searchers only watch a few seconds of your video and then leave, this communicates that your video isn’t resonating and is either irrelevant or low quality.

This doesn’t mean you have to invest in studio-quality equipment or a full-scale video production team. Focus on providing value for a niche audience, take the time to plan your video in advance, and research a few beginner production tips to level up the look and feel of your videos.

Q: Do I need to use the yoast video SEO plugin, or any other video SEO plugin for Wistia videos on WordPress?

A: No, you don’t. Wistia automates what all of these plugins do for you. It probably won’t cause you any issues if you are using a video SEO plugin with Wistia, but it’s entirely unnecessary.

Q: How can I optimize Wistia embeds if I also want the video on YouTube?

A: The process doesn’t really differ, but just be mindful of cannibalizing your website traffic by driving traffic to YouTube instead. Make sure you track your performance carefully to ensure YouTube isn’t causing you more harm than good. One thing you can do to decrease the risk of cannibalization is to give your videos very different titles in each location (on-site and YouTube.

Q: Do I need to include video tags?

A: Nope. Much like with meta tags at a page level, there doesn’t seem to be any evidence that Google actually pays attention to these.

Quantify the value of video content for your business. For free.

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7 Fashion-Forward Video Series to Keep Your Eye On

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Who said videos about fashion were only made for the big screen? The Devil Wears Prada might be a pretty high standard to live up to, but in reality, tons of brands are already making innovative shows and video series to help move their businesses forward.

In fact, we recently stumbled upon four fashion-focused brands that are all creating entertaining, binge-worthy video series, that even Meryl Streep herself might be interested in watching. Businesses like Vans, Refinery29, Marc Jacobs, and Foot Locker stood out to us as top-dogs in the branded content space because their shows are so clearly focused on attracting a niche audience, which is a key part of executing an effective brand affinity marketing strategy. Plus, they’re just plain fun to watch!

Who doesn’t love a good surf video? Have you ever wondered what it really means to be a “sneakerhead”? Take a look at what these creative brands put out into the world and get some insights into what you can do at your business to make an awesome series yourself!

We bet you know someone in your life who owns a fresh pair of Vans. But if you’re not familiar with the brand, Vans is the original action sports footwear, apparel, and accessories brand promoting creative self-expression in youth culture across action sports, art, music and street culture.

Vans decided to showcase those company values with a video series called Weird Waves, which follows the gnarly journey of Dylan Graves as he introduces viewers to “the weirder side of surf culture and the characters who chomp weird waves.” In two seasons, he links up with people from the underground side of the surf scene to ride everything from waves in wintery Great Lakes to waves formed by falling ice in Alaska. This show is no joke — things get weird!

To successfully showcase what their brand stands for, Vans identified the perfect brand ambassador to be the host for an engaging binge-worthy series. While not everyone can relate to riding waves in unthinkable places like Dylan Graves and his friends, viewers can be entertained and identify with how Vans is a champion of creative self-expression.

In a more fashion-focused realm, Refinery29 is an online media and entertainment hub that appeals to young women who may be interested in style, health, careers, technology, and a whole lot more. To pique the interests of their target audience, they’ve created an award-winning video series called Style Out There exploring “the connections between clothing, community, and culture across the world.”

Style Out There features hosts Asha Leo and Connie Wang as they travel the world to learn more about “the ways clothing has given women a way to speak out, look within, and identify the forces that limit their potential.” In season one, watch Leo dig into Decora style in Tokyo and how it goes against the mainstream, or jump ahead to season three and learn about Afrofuturist fashion with Wang and why it’s more than just a costume for black women.

For someone interested in style, this series goes deeper than the outward appearance of an outfit or accessory. It shows the significance of fashion for people to express themselves around the world.

Now, if you’ve ever wondered what the inner workings of a high fashion label look like days before a runway show, check out Marc Jacobs’ The Making of RUNWAY.

This six-part series follows Marc himself, Joseph Carter, Creative Director of Runway, as well as many of the faces working to run the ship five days before Marc Jacobs’ February 13, 2019 show. From fittings and design meetings to set and music planning, they show you what it takes to make a fashion show a success.

Marc Jacobs is a world-renown brand, but the way they shot their behind-the-scenes footage could be pulled off by any company big or small. Whether you’re aspiring to work for Marc Jacobs or a fan of the brand, this simple series gives you an authentic look at the people, the work, and the creativity that makes Marc Jacobs what it is.

In the fashion industry, Patagonia is famous not only for leading the fight against climate change but also for spearheading the binge-worthy content movement with their visually stunning and thought-provoking documentary series.

To promote their signature line of work-friendly attire, they blended their passion for the environment with the art of storytelling to craft a video series called Workwear.

In this seven-part video series, you’ll meet farmers, eco-friendly automotive technicians, conservationists, fishermen, and more to learn what drives them to work so hard day in and day out and how they protect the environment while doing so.

Even though Workwear is meant to promote Patagonia’s line of work clothing, they don’t draw any direct attention to their products.

Instead, Patagonia focuses on the real reason each person in the video series chooses to make an honest living. And with over 2.5 million views on YouTube, they’ve reached and resonated with plenty of people who share the same “why” when it comes to their work.

Lululemon is an athletic apparel retailer with strong roots in yoga, running, and any other activity that makes you break a sweat and feel great. However, when they think about their marketing, they make sure not to just focus on the physical aspects of these activities. They also make sure to highlight the mental and emotional side of physical fitness.

To celebrate the International Day of Yoga, for example, Lululemon released a video series called Yoga Changed My Life to tell the stories of three people who used the power of yoga to overcome a traumatic experience.

From conquering teenage homelessness to a near-death experience due to a complication from Crohn’s disease, you’ll learn how powerful yoga can be for the mind, body, and soul.

Most athletic apparel retailers try to generate demand for their products by emphasizing the physical benefits of exercise, but Lululemon understands that truly resonating with an audience requires a message much more inspiring than that. You can’t just strive to look good — you also need to feel good.

Nike’s I Am Giannis tells the origin story of Giannis Antetokounmpo, a forward for the Milwaukee Bucks and one of the best basketball players in the NBA.

Giannis is known for having a strong work ethic and bulldog mentality that rivals the game’s most iconic players’. And after watching this five-part video series, you’ll quickly understand how his humble beginnings in Athens, Greece have fueled his fire to reach the upper echelon of the basketball world.

You can’t help but smile as you watch Giannis’s story unfold. From getting selected in the first round of the 2013 NBA draft to attracting thousands of Greek and Nigerian fans to each of his games to designing his own signature Nike shoe — the story is both uplifting and inspirational.

As marketers, we recognize that Nike knows how to tell a compelling story, especially with just a few words. But by venturing into long-form storytelling and spinning a narrative about one person’s life over 20 minutes of video content, they might have just told their best story yet.

After seeing the ideas these brands have come up with, we hope you’re feeling inspired to start creating a video series of your own! Start by figuring out what makes your brand unique and what your current audiences like about you. The next concept for the perfect video series could be right under your nose!

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