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The Road Map to Becoming a More Video-Focused Brand

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Do you say “Kleenex” when you want a tissue or “Band-Aid” when you need an adhesive bandage? Yeah, us too. Even just uttering these names probably stirs up memories of childhood scrapes or times when a friend helped wipe away tears. And that’s because building a brand people love sort of feels like magic — it’s the secret recipe for a successful (and memorable) business.

These days, video is a key ingredient in that recipe. Video can help businesses quickly differentiate themselves in a crowded space, retain customers, and unlock growth. Plus, now that video is more accessible than ever, more and more marketers are being empowered to think like media companies, striving to build super-specific, highly-engaged niche audiences.

We’ve written about why you should build your brand with video in the past, but in this particular guide, we’re going to give you the lay of the land and teach you how to actually do it. Read on to for some tips, tricks, and best practices that’ll keep your brand moving in the right direction!

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The human brain can process visual information in as little as 13 milliseconds. That means we’re interpreting information and building connections in our minds at an alarming rate. As you can imagine, when it comes to integrating video into your brand strategy, there’s a lot to consider.

But don’t throw in the towel just yet! There are a few key steps to follow right from the start that’ll help you create a more video-centric, memorable brand. Here at Wistia, we’ve learned quite a bit as we’ve grown our brand over the years, so here are some of our favorite tips that’ll help you get rollin’ on your journey.

Create a style guide

First things first, you’re going to want to create a style guide. Brand guides aren’t just for copywriters anymore. In fact, as businesses start to communicate on more diverse platforms using video, having a strong style guide in place for what your company talks about and how it sounds is super important. Stay true to your brand by incorporating your company values, the tone you want to establish, insider lingo for your industry, or humor into the videos you create. By defining your voice, you can create a process that allows your video-production efforts to scale up without diluting the brand.

Now, break the rules

Just kidding, don’t break all the rules. Style guides are great for helping people recognize your brand, and when you’re just getting started with video, it’s a crucial asset to have. However, you don’t want a style guide to limit your expression. Does your marketing team stick to a rigid set of rules, only using the same colors, fonts, and “voice” for everything?

When you think about building your brand with video, start by thinking about your company values and the different ways you can communicate them. Patagonia does this particularly well (check out this post for some examples), proving that while style guides are super important, but there are also some instances where you can break the mold. It may sound like a tricky, but it’s an important balance for all brands to maintain!

Do some preliminary research

MailChimp is one of the top brands in email nowadays, but the famously bootstrapped company didn’t start out that way. Over the years, MailChimp learned that sometimes the best results when it comes to branding are unmeasurable and that it’s OK to give up data for a better user experience. There are going to be brands who use video strategically that you and your team admire, so dig into their story a little bit more to uncover how they got to where they are today. Chances are, there are plenty of lessons to be learned from their successes and failures that are worth taking into consideration for your business.

We break down the most useful points of an AMA we held with MailChimp a few years back, like their breakthrough moment with sponsoring the podcast Serial, in this post. Check it out and get inspired!

Experiment with different types of video

Two minutes or less is all you need to make a video for business, right? Not necessarily. Long-form videos, including video series like One, Ten, One Hundred, require a bit more investment up front, but they can pay off significantly in the long term. If you’re just starting out with video at your business, we definitely recommend going the short and sweet route at first. It’s important that you don’t bite off more than you can chew by going all-in on a certain style or tone without testing it out first. Afterall, it’s only by putting your work out into the world that you’ll know what direction you want to take with your brand’s video strategy.

Lately, we’ve been really excited by long-form video content and the potential it has to help grow audiences for businesses. So, if you’re looking for some inspiration in that vein, be sure to check out these 20-minute-plus video examples from Dollar Shave Club, Unbounce, and more and learn how you can take the leap into long-form video.

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Now that you’ve tested the waters and experimented with some different video lengths and aesthetics, it’s time to show your audience what you’ve got! Your customers have a different understanding of who you are depending on where they are in their own journey with your brand. And how successful your brand becomes depends on how well you tell your story throughout that customer journey.

Branded videos will help viewers learn more about your business, building trust and setting the stage for a fruitful relationship with successful, happy customers. And who doesn’t want that? The next stop on your journey to becoming a more video-focused brand is all about meeting your audience where they are. Here are a few ways you can work on reaching the right folks throughout the entire customer journey.

Start with what matters most — your product

Your brand is nothing without your product, so creating an effective product video is a great place to start. These videos explain your product’s features and benefits, while including examples and visuals of how it actually works. Product videos are great for consumers who are in the awareness or consideration stages of the buyer’s journey, and should be clear, yet comprehensive.

In this insightful post from TechSmith’s Sherri Powers, she breaks down how the marketing funnel is organized by how well people know your product (borrowed from Eugene Schwartz’s classic book Breakthrough Advertising). Luckily, videos are a great medium for top of funnel engagement, so they’re a super valuable investment to make when it comes to becoming a video-first brand.

Then, focus on building your customers’ knowledge-base

The middle of the funnel, or the consideration phase, is when you start to educate your potential customers with helpful, useful content. From testimonials and case studies to webinars and team intros, mid-funnel videos are a fantastic tool for showing prospective customers who you are and what you care about. These videos are a vital step to becoming a brand that people love for a long time.

Here at Wistia, we’ve found that high-quality video testimonials that showcase real customers (not actors!) who are representative of your audience are super effective at portraying an authentic brand. Start by presenting a specific problem that your product can solve, back up that brand promise with evidence, and demonstrate your key benefits in action.

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Put an emphasis on credibility and customer trust

Trust is an infinite resource — you can never have too much trust in your brand. The more people that trust you, the greater freedom you’ll have to experiment and take risks with your marketing (remember how we told you to break your style guide rules before?). But, as marketers, it’s all too easy to get caught up in the wrong metrics and lose sight of the future.

That’s why we recommend creating thought leadership content that can help position your brand in a positive, authoritative light. While the impact is not as easy to measure as say, a product video, thought leadership videos do something product videos don’t — they build credibility for your brand. And when it comes to building a brand people know and love, that innate trust is invaluable.

If you’re interested in learning more about building authority with video, check out this presentation from CouchCon 2018 by Nick Dujnic, who makes the case for investing in thought leadership content.

Try thinking like an influencer

Is influencer marketing all it’s cracked up to be? In a word; probably. Influencers have worked hard to deliver content that consistently engages a key, specific group of people. Businesses stand to learn quite a bit from influencers about the way they make strong, personal connections with their audience. And while it’s true that influencers produce a ton of content (often at a super-speedy pace) to keep people coming back for more, there are still some things marketers can take from their strategy and apply on a smaller scale.

Influencers create content for their entire audience — when they find something that works for the masses, they double-down on it. The bottom line? They aren’t afraid to get real, and that authenticity is what makes their videos so engaging. Steal some of their tactics, like using a repeatable video format and collaborating with other like-minded companies, and adapt their tactics to your own brand strategy.

Don’t leave any gaps in your brand touches

Video is an amazing tool because it can be used effectively in so many ways. Marketeres can easily incorporate video into all of their promotional efforts, from ad campaigns to blog posts, and those videos can play a big role in attracting new customers, educating leads, and converting them.

If the notion of using video across your entire business feels a little daunting, don’t sweat it! You can easily break down what types of videos work throughout the traditional marketing funnel and use that as a framework for thinking about what videos to make. Itching for some specific examples? We identify the key metric for each stage of the funnel (i.e., sign-ups) and show stellar video examples in this post. Shout-out to brands like ProfitWell, Sticker Mule, and San Diego Surf School for the inspiration!

The next stop on your video journey? You guessed it! It’s time to polish up that act of yours. There’s a lot to learn about cultivating and expanding upon your brand with video, but we’re going to take it one step at a time. You might make a few mistakes along the way (you’re only human after all!), but these learning experiences will only make your brand stronger.

In this section, we’ve gathered some of our best advice based on Wistia data and our experience building a brand with video, from presenting your content to creating a beautiful experience. With these resources in hand, you’ll be well on your way to developing your own video best practices in no time.

Make a great first impression

If you’re embedding a video on your homepage, it’s your most prominent piece of brand marketing, by far. Luckily, these days there are tons of ways you can easily craft a more delightful, positive experience for site visitors while also driving conversions thanks to the help of video. From nailing your value proposition to testing out autoplaying videos, there are a number of do’s and don’ts to keep in mind:

Do:

  • Make your value prop clear
  • Speak to your audience’s interests
  • Test out autoplaying video
  • Put your video front and center

Don’t:

  • Set extremely broad goals
  • Try to squeeze everything into one video
  • Sacrifice good copy
  • Get in the way of your user

Naturally, video is just one of many essential elements that make up a successful homepage, but creating a memorable one may be the reason your business stands out from the rest.

Don’t overlook the video player design

Sometimes the smallest changes can have the biggest impact on your video’s success. And when it comes to your player design, you might think that something as simple as player color is unimportant. But when it comes to building a video-focused brand, these little details matter. You have to think about the overall experience your viewer has with your brand across channels and platforms.

A few years back, we dug into Wistia data from millions of videos to see if there’s a correlation between player color and video play count — and you might be surprised at the results. We found that there was a 7% improvement in play rate for the non-default colored players, ie. businesses who were more intentional about their player design. The main takeaway here is that small, intentional efforts to make your videos look professional and put-together will evoke a more positive response from your audience, thus creating a more cohesive brand experience.

Learn from the mistakes of those that came before you and save yourself some headaches along the way. Want to dig into all the nitty gritty data from our test? Check out this post!

Give your videos a good home

Social networks like YouTube and Facebook (and newer services like Twitch) are great for getting your content off the ground. But eventually, if you’re interested in building a brand for the long run, you’ll want your videos to live on their own page that’s unique to your brand. When you graduate to a professional hosting service, you’re able to keep creative control while also protecting viewer privacy.

We recently launched a new feature, Wistia Channels, that gives users more control over their overall viewing experience. Because we know how important branding is when it comes to video, we made it easy for marketers to transform a group of videos into a highly engaging, immersive collection that lives right on their site. Again, at the end of the day, it’s all about paying attention to the small details that lead to a bigger, more positive brand impact.

Break free from basic marketing videos

Homepage videos, explainer videos, and product videos are all important for building a brand, but at some point, you’ll want to try out something new. And nothing says leveling-up your brand like creating videos that don’t scale. What do we mean by “don’t scale,” you ask? Think Snapchat and Instagram Stories, 1:1 video emails, and just-for-fun company culture content. These are all examples of videos that don’t scale but still add value to your brand. When you explore your more creative side, you’ll find that there are many different yet equally engaging ways to spread your message in way that feels fresh and authentic to your audience.

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You know what they say — it’s all about the journey, not the destination. But, we have reached the end of our post (wink, wink). It’s safe to say that every marketer dreams of creating the type of brand that people turn to first when they need a particular problem solved. Luckily, incorporating video into your marketing strategy can help you reach those goals.

Video is your ticket to making a brand that people remember and love. From goofy outtakes and informative webinars, to an original long-form series, videos are the best way to tell your company’s story. Follow these three steps to becoming a more video-centric brand by starting with your aesthetic, creating content for your entire audience, and keeping it nice and polished, and you’ll be poised for success!



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Video Marketing

4 Ways to Make Your Wistia Channel Shine

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If you’ve decided that Wistia Channels is the best place to showcase your videos on your site, then you’ll be pleased to know you’re already on the right track for building an engaging brand. When it comes to setting up your Channel for success, all it takes is a little attention to detail on your part to truly make your content shine in the eyes of your viewers.

In this post, we’ll cover exactly how you can make a beautiful, brag-worthy Wistia Channel for your business. From name-picking and color-matching to thumbnail creation and embedding, there are plenty of small tweaks you can make to your Channel to improve the overall presentation of your content. Keep reading to learn how you can leave your audience impressed and coming back for more!

Channels Dan

Whether you’re in the pre-production stages of your business’s first branded series or you’re grouping together related content under one roof, choosing a name for your Channel is a major decision. The name you pick may ultimately influence the number of clicks, views, and video engagement you receive. When it comes to landing on the perfect name for your Channel, there are three key factors you should consider: branding, discoverability, and shareability.

“The name you pick may ultimately influence the number of clicks, views, and video engagement you receive.”

Here’s how we break these three factors down:

  • Branding — the “identity” factor: The name you pick will be very public, so it needs to accurately reflect your videos and your brand.
  • Discoverability — the “index” factor: The Channel name comes up in search, so you want people searching for a relevant topic to find your video content fast — and first.
  • Shareability — the “click” factor: Your audience watches a lot of stuff online. A catchy name for your Channel will make it easy for people to remember. That means when it comes time to share your videos, they’ll be able to pull up your Channel and link to it instantly.
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Don’t Fret Guitar Repair? Talk about click-worthy!

Considering these factors as you set up your Wistia Channel will help you grow your audience and brand over time. Head on over to this post to dig a little deeper into these terms and learn more tips for simplifying the process of picking a Channel name that positions your brand for success!

As we mentioned before, branding is a super important factor for naming, but it also plays a big role in how your business and your content are visually perceived. You want to leave a positive first impression, right? Luckily, with Wistia Channels you have the ability to choose a font and color scheme that aligns with your company’s existing brand, set thumbnails to match, and even upload an eye-catching header.

To customize the look of your Channel to align with your brand:

  • Select “Edit” and “Banner” to add a video header (which will loop silently at the top of your Channel) or upload a static banner image
  • Click “Text” to add a project title and description, and change the font to match your site. While you’re there, switch up the size to whatever you fancy as well!
  • Click “Color” and use the picker to change the overall color scheme.

You can also choose between Light or Dark Mode for your Wistia Channel depending on the look and feel of your brand (and the content you have displayed). When you’re viewing a project, simply go to Edit > Color > Background to modify this setting. It’s as easy as flipping a switch!

For your banner, instead of a static image, you have the option to throw in a looping video background as we mentioned before. Want to see this feature in action? Check out how Nextiny, an inbound marketing and sales agency, uses a snazzy looping video to showcase their content and intrigue visitors on their site.

If you’re looking for a little more inspiration, you can find a few more examples of Channels we love in this post. These aesthetic changes may seem small, but they’ll ultimately lend to a more sleek-looking collection of videos for your site.

With Wistia Channels, you have the power to choose whether to embed your Channel as an Inline embed (meaning your audience will see your entire Channel “inline” with the rest of your content) or as a Popover (meaning your audience will click on a single image or video to launch your Channel full-screen). Plus, any updates you make to your Project will automatically be reflected on your Channel — no need to replace the embed!

While it’s super simple to add all your videos to your site with just one embed, deciding where to place your Channel will impact who discovers and engages with your content. We recommend making the call based on the type of content you’re presenting to your audience.

“While it’s super simple to add all your videos to your site with just one embed, deciding where to place your Channel will impact who discovers and engages with your content.”

For example, if your Channel consists of informational or educational videos, putting it on your homepage might not make sense to someone visiting for the first time. On the other hand, if you have a blog, a Channel like this may fit well amongst your other educational content. Those who frequent your blog looking to learn from your expertise will easily discover your shiny, new collection of videos and be over the moon!

You can also easily share your professional-looking Channel across your business’ social media platforms with a public URL. Get more personal and direct with your communication efforts by popping the link to your Wistia Channel right in an email or newsletter to get more eyes on your content.

When you’re ready to share your Channel:

  • Select “Share” from the menu options
  • Select whether to share your Channel via “Embed” or “Public URL”
  • If embedding: Select your “Embed Type,” whether “Inline” or “Popover”
    • Choose a “Responsive” or “Fixed size”
  • If sharing the public URL: Just hit “Copy” and paste the link where ever your heart desires!

Once you’ve got some action on your Wistia Channel, don’t miss out on the opportunity to capture the contact information of the folks interested in consuming your videos. While you’re customizing your Channel, you also have the option to add an Email Collector — not just any old Email Collector, but one that comes in a few flavors. Aside from requiring viewers to enter their email in order to view your content, we have two Email Collector options you can start experimenting with today. The first option is called “Overlay on hover.” Here’s an example from Zaius to showcase what this looks like in reality:

In this scenario, an email collection form will overlay when someone hovers over your video with their mouse. Your video will keep playing while displaying several fields, including a place for folks to enter their names as well as text fields you can customize, depending on the Call to Action that makes the most sense in the given context — something like, “Enter your email address to view this video.” The second option is “Conditional,” which means each video will maintain the email collecting pre-sets you’ve already set up in your Wistia account when the content is embedded on your Channel.

Using Email Collectors is a sure-fire way to get the most out of your Wistia Channel. You can bet the people who enter their information are interested in the value you offer and will be more likely to check out future content you create. Plus, it gives you the opportunity to communicate with them more often and let them know when you’ve got a new video for them to watch!

A Wistia Channel is only as great as the sum of its parts — names, colors, fonts, banners, email collectors and more all add up to create a beautiful video collection you’re proud to share. Start engaging your audience with the videos you’ve worked so hard to create and build stronger brand affinity in the long-run. We’d love to see your next Channel out in the wild, so be sure to throw a link to it in the comments below!

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7 Examples That Show the Best of Long-Form Video

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Whether it’s the hottest new web series or an in-depth TED Talk, people love to watch long-form video — and businesses are catching on to the trend.

Unlike shorter, product-centeric videos, long-form content offers companies the opportunity to show their commitment to their mission and connect with viewers on a deeper, more emotional level. Longer content also enables intensive educational experiences for the viewer, whether the video covers exciting industry trends or specific approaches to tackling problems.

What does “long-form” video really mean? To put it simply, long-form videos are a type of video content that are usually longer than 5 minutes in duration.

We put together a list of long-form video series and one-off productions to showcase how companies live and breathe their values through video. Small to medium-sized businesses can use this list of branded content to get inspired when it comes to creating content for their own brands. Let’s get into it!

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InVision is swinging for the fences with long-form video. On their blog, Inside Design, InVision shares videos about design trends and tips, many explaining how to use Sketch and get the most out of it. InVision’s site is filled with robust product tutorials, but these pieces focusing on larger, fundamental design principles — between two and seven minutes long — will help anyone strengthen their overall design foundation. The company has even created a full-length documentary about design thinking at IBM called “The Loop.”

InVision’s stated mission is to help users create digital content that people love, so it’s fitting that the company offers viewers new strategies and approaches for designing that go beyond merely using their own tools. The longer format allows viewers to learn the details involved in the execution of new techniques.

InVision examples:

  • Design Systems Manager Master Class: In this two-hour, 6-episode series, InVision explores how to create a design system for an entire organization, from start to finish. It taps three design experts to walk through the challenges of product design at scale.
  • Design Disrupters: In this series, InVision showcases top designers at the world’s smartest companies and dives into how design has become the new language of business in the 21st century.

With the shift to long-form video, InVision shows they are true leaders in the field of design — not just a tool for designers.

On their Price Intelligently blog, ProfitWell conducts video “teardown” case studies, in which they focus on one to three company pricing pages and talk about what works and what needs improvement. Videos usually feature a lighthearted (though occasionally heated!) conversation between executives Patrick Campbell and Peter Zotto and typically are just under 10 minutes long.

ProfitWell’s long-form videos are conversational, appealing to viewers who gravitate toward podcasts or other content that affords hosts the chance to riff on their knowledge and the topic at hand. Rather than focusing on their own software, ProfitWell’s teardowns appeal to aspiring entrepreneurs and startup leaders looking to discover best practices from successful companies and competitors.

“ProfitWell’s long-form videos are conversational, appealing to viewers who gravitate toward podcasts or other content that affords hosts the chance to riff on their knowledge and the topic at hand.”

ProfitWell examples:

The longer format of these videos enables hosts to slowly walk viewers through the pricing pages in question, ensuring that the pace of the content can fit a wide number of learning styles. There’s a healthy mix of commentary and visual aids made with original data, which shows that the company is committed to making the most of the long-form branded video format.

Mailchimp’s core focus is email marketing, but their target audience is far more broad than just those interested in sending tons of emails. Experienced business owners and aspiring entrepreneurs alike may find inspiration in the “Mailchimp Presents” video series.

Using high-quality production techniques and clever editing, the videos attach Mailchimp to buzzworthy brands and their founders who, incidentally, use email to communicate with customers. The style of the videos is closer to an independent documentary than to a typical SaaS product video, giving viewers a chance to sit back and enjoy a theatrical glimpse into creative spaces and minds.

Mailchimp examples:

  • Hamburger Eyes: In this documentary, we get a behind-the-scenes look at a one-man photography project that evolved into a thriving community of artists based in San Francisco. Mailchimp knows its audience and stays true to its brand by focusing on a creative-centric topic that anyone with a pulse and an appreciation for photography could get behind.
  • Taking Stock: A fictional video series about a young female photographer navigating the complexities of agency life, Taking Stock delves into the realities of working in the world of tech and design, giving viewers a chance to see inside the life of a creative. We learn much about the subject’s life here — what drives her, what a typical day looks like — helping the viewer associate Mailchimp with the driven professionals who make the world of entrepreneurship thrive.

Mailchimp has been a visionary brand when it comes to creative storytelling. Ever since they sponsored the first season of Serial, the company has attached itself to big ideas, and, through their own example, they’ve proved that every business can affect a wide audience if they tell a powerful story.

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Still from “Taking Stock” courtesy of Mailchimp.

Intercom features videos regularly on its blog, with experts speaking on topics like support, growth, product, and design. Many of the videos are talks that the team and others have done at different conferences, which is a great way for people to see talks that they weren’t geographically capable of attending.

Intercom’s videos educate viewers on new ways to approach Intercom’s core competency — customer support and communication — in a format that encourages in-depth exploration and tutorials. Instead of merely chopping up key takeaways from the talks, long-form video enables the brand to include the overall conference context, linking together key concepts and materials.

Intercom example:

  • 5 lessons learned from growing a support team: In this conference video, Intercom’s customer support lead, Sharon Moorhouse, shares five lessons that the company has learned as it has scaled its support operations. It’s meant to engage growing companies, regardless of the industry, and appeal to audiences that may lie outside of the scope of Intercom’s typical customer profile. Sharon’s talk is engaging and packed with visual examples, making the most of the video format and capturing the energy and excitement that she brought to the conference.

Conferences are affirming experiences, where people in the same field can form new connections, get new ideas, and become excited about trends and developments. Intercom’s focus on opening up their otherwise siloed conference material gives audiences a chance to connect with the brand even if they’re far away from the talks or sessions. It shows the company living out its mission of “keeping business personal” by opening up access to the conference experience.

Patagonia makes documentary-style videos about real people doing the things they love and excel at in the outdoors. The videos are extremely high-quality, featuring breathtaking visuals and rare glimpses of some of nature’s best vistas.

Instead of merely focusing on their well-loved products, Patagonia’s longer-form content serves as an inspiring reminder of the brand’s central ethos — saving our planet. It’s hard not to fall deeper in love with the earth after watching these pieces, and viewers certainly can see that the brand is about far more than just making outerwear and camping gear.

“Instead of merely focusing on their well-loved products, Patagonia’s longer-form content serves as an inspiring reminder of the brand’s central ethos — saving our planet.”

Patagonia examples:

  • Wolfpack: This video follows the training efforts of a group of trail runners living in isolation. Drone shots and ultra-slow-motion close-ups abound, giving the pieces a cinematic quality that is certain to move viewers on an emotional level. The family’s extreme choice to live in the wild is likely outside the desires of most of Patagonia’s customers, but their way of life can inspire viewers to think about how to better connect with planet Earth.
  • Takayna: Takayana (Tarkine) is one of the last remaining old-growth rainforests in the world, yet it’s increasingly threatened by mining and other destructive activities. This video highlights the beauty and fragility of the landscape by intercutting meditative shots of flora and fauna with images of devastating excavation and logging. Patagonia is clearly living its mission here — seeking to save the planet by raising awareness about protecting one of our most precious earthly resources.

Patagonia’s mission is one of the most ambitious of any brand out there, and that’s what makes them so successful. By taking a stance on major issues and creating beautiful visual content, they’re proving to an audience why it’s cool to care about more than just clothes and gear. To change the world, Patagonia is leading by example.

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Still from “Wolfpack” courtesy of Patagonia.

Many beauty brands rely on mere testimonials to push their products. But Glossier opts to show how their products weave neatly into the lives of their customers. They have a series called “Get Ready with Me” (based on the popular)YouTube trend that follows the morning routine of influencers and creatives. The hashtag for the campaign — #GRWM — encourages customers to create their own content and further engage with the brand.

The pieces also have a casual instructional approach, giving them an educational component that goes beyond a shorter “how-to” piece. They’re showing you how to create a look rather than telling you how to do it.

Glossier example:

  • Get Ready With Me: feat. Annahstasia + Glossier: Here, an influencer’s morning routine is shown in real time. In several meditative shots, the camera lingers over Annahstasia going about her morning. It’s easy to imagine someone watching this piece they start their own day to find inspiration and calm from the emotional music and beautiful cinematography.

Glossier, known for its colorful Instagram account and vibrant pop-up stores, creates a calm atmosphere throughout their videos. They create intimacy with the way their videos are shot, and that intimacy will contribute to a long-lasting and better customer relationship than a typical advertisement or commercial.

Over the years, Airbnb has evolved beyond being just a website for booking rooms and homes, becoming a platform for finding community through unique experiences. Recently, Airbnb launched an Adventure series featuring hosts and people from all over the world. By focusing on the curated experiences offered through Airbnb’s “Adventures” programs, the brand helps establish itself as far more than a travel app.

Airbnb example:

  • Six Strangers: In this 12-minute video, six strangers take an unexpected trip together. Like the other pieces in this series, the length of this video enables a more TV-like viewing experience that mirrors popular reality shows like Naked and Afraid and Survivor.

Through their long-form videos, Airbnb is expressing one of their most significant brand values: “Belong anywhere.” The Adventure series is all about breaking down barriers to find out what people have in common with each other. When people think of Airbnb in this way, the company starts to symbolize connections between people, not just cool destinations.

“When people think of Airbnb in this way, the company starts to symbolize connections between people, not just cool destinations.”

More and more brands are reaping the benefits of thinking (and acting!) like media companies. With the wealth of high-quality content vying for their attention, viewers are demanding highly engaging work from companies they encounter. Investing in rich long-form content enables brands to tap into the growing binge-watching habits of their followers while expressing the values that matter most to them and finding deeper ways to connect with customers.

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Video Marketing

Introducing “Brandwagon”—It’s like a Talk Show, but for Marketers

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These days, it’s harder than ever to be successful with your marketing campaigns. From keeping up with ever-changing SEO tactics to shouldering the burden of growing advertising spend to shouting into the void that is social media, it can feel like even your most successful initiative is, well, kind of a flop.

That’s why I’m super excited to introduce you to Brandwagon, Wistia’s newest series from the team that brought you One, Ten, One Hundred. As the host of this talk show for marketers, I’m going to be chatting with business leaders who are doing things differently when it comes to marketing their businesses and building their brands. Find out how they’re seeing such success and learn what tactics they’re using to stand out in a sea of “meh” marketing.

Hop on the Brandwagon and come along for the ride each week as we uncover what’s working in the world of modern marketing. The first episode hits the road this summer, so be sure to enter your email below to stay in the loop and get notified when new episodes come out.

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