So the adage goes, you get what you measure.
And if you don’t measure your investment in video marketing properly, very quickly it’s going to look like a bad use of time and money, which means you’ll stop investing.
I think the reason why many companies are underinvesting in video, is because they are treating the wrong metrics as KPIs, and thereby under-reporting on the value video is providing. B2B companies typically measure videos exclusively in terms of their contribution to conversions. And B2C companies typically measure video in exclusively in terms views and impressions.
Both have big problems.
Conversion-based measurement is an attempt to put a meaningful monetary figure on the value received from the video, such that one can calculate “ROI” by comparing cost and return. This involves measuring how much a video contributes to the bottom line, based on a position in a funnel — simply put, trying to work out how many people ended up purchasing your product or service after watching your video.
The least sophisticated method of doing this is to track how many people watch a video and then take the next measurable step towards purchase within the same session. More sophisticated methods track the same user over multiple sessions and channels, using cookies, to see if they watch a video and then come back to purchase at a later date. This is known as an “assisted conversion.” Different attribution models are then used to determine how much won revenue should be applied to each session and interaction.
There’s not an inherent problem with measuring conversions and assists in this way. In fact, especially for product, onboarding, and sales videos, it makes complete sense to track this metric and use it to justify further investment. The problems arise, however, when you rely on conversion for all videos, as your sole KPI.
Doing so is essentially saying that the main job of each video you create is to drive conversion, or in other words, every video is a product or sales video. But video, self-evidently, can be so much more than this. What if someone watches my video, talks about my brand in a private Slack group, and then a contact of theirs visits my website to become a customer?
To many, this would register as a non-converting video viewer, followed by a direct or organic conversion, with the video having contributed nothing to the result. In reality, the video that was shared in this instance was the marketing touchpoint that made all the difference.
Clearly this is an issue, but the main problem with conversion-only measurement is what it does to the creative process. If you measure every video like a product video, you end up making only product videos. Learning videos, intended to simply educate potential customers, end up trying to sell the virtues of the your product. This leaves you with content that feels overly self-promotional, which quickly turns audiences off.
“The main problem with conversion-only measurement is what it does to the creative process.”
Similarly, ads for social media, intended to engage audiences and raise brand awareness, end up trying to explain detailed product value propositions. And you can guess what happens next — your audiences tunes out.
The paradox presented here is clear; the focus on conversion actually prevents companies from creating great videos, which negatively affects conversions.
Impression-based measurement is an attempt to determine how many people your videos has reached, such that one can calculate market penetration and brand awareness. This involves capturing the “view” and “impression” metrics from all the video distribution platforms available, and aggregating them to get a sense of the amount of people reached.
The least sophisticated method of doing this is to track the number of impressions (users exposed to the video), and then divide this by distribution spend to determine CPM (cost per thousand impressions).
More sophisticated methods involve discounting impressions which did not lead to a view of a certain quality threshold (e.g. watching more than 10 seconds of the video), and then tracking the number of “Engaged views” across all platforms.
There’s not an inherent problem with measuring views in this way. In fact, especially in competitive markets, having a proxy for “reach” can be very important. The problems arise with this methodology when impressions become your sole KPI. Doing so is essentially saying that the main job of each video is to generate reach — every video should be as shareable and immediately engaging as possible.
Video can serve a much greater purpose than simply grabbing attention on social media. If a relatively small number of people watch a video that contains a strong brand or product message, is this less valuable than a large number of people watching something frivolous? With this mindset, the following would classify as Wistia’s most successful marketing video to date.
If you measure every video like a viral social video, you only make viral social videos. Lots and lots of short videos, all with catchy hooks. Learning videos, intended to simply educate potential customers, become unnecessarily short, with a disingenuous hook for the sake of maximizing average percentage watched and view counts, making them feel shallow.
“Learning videos become unnecessarily short, with a disingenuous hook for the sake of maximizing average percentage watched and view counts, making them feel shallow.”
Ads for social media, intended to engage audiences and raise brand awareness, end up sacrificing brand message to hit whatever will appeal to the greatest number of people, which fails to generate truly meaningful brand impressions
Paradoxically, the focus on impressions ensures fewer people are actually impressed.
The world is becoming more connected and simultaneously more private at the same time. We’re subjected to a constant stream of advertising noise across the web, and yet have better and better tools to find exactly what we’re looking for, from the people we trust most.
This means word of mouth is becoming the most important, and preferred means of influencing purchasing decisions, for individuals and companies alike. And this is why “Time Watched” is a great KPI for the vast majority of videos — it prevents us from caring only about people who purchase and people who engage with our content, however insignificant the impact is for them.
To prove the point, let’s compare Assisted Conversions, Engaged Views, and Time Watched for three different Wistia videos over comparable, but different months. We’ll be looking at:
- A product video on one of our product pages (The Wistia Video Player)
- A video that went viral on social media (How to Collaborate Remotely on a Video Shoot)
- The first episode of our original series (One, Ten, One Hundred)
Most marketers will look at these numbers and think “The product video is clearly the most valuable one, you just need to find a way to get that in front of more people … ,” but I’d urge you to leave your measurement biases aside for one moment and take a wider view.
Intuition should tell you that the long-form original series video is the best and most valuable piece of content marketing out of these three. Surely, 3,700 people watching most of a 10-minute video is more beneficial than 20,000 people watching a 20 second snippet each. And you can also surmise that many of the conversions attributable to the product video are because of its position in the funnel, rather than its absolute value.
“Intuition should tell you that the long-form original series video is the best and most valuable piece of content marketing out of these three.”
In these cases, we saw a much bigger increase in both branded search volume and absolute number of conversions following the launch of our long-form video series, than we did with the short viral success or the new product video.
This is almost certainly because it had a much bigger impact on our existing customers, potential customers, and influencers, but only ‘Time Watched’ gives us a good sense of this as a comparable video metric.
Focusing on Time Watched has an added benefit of encouraging you to create better content:
- A focus on Conversions tells you that product videos are the best, and you should make more of them.
- A focus on Impressions tells you that you should create more short-form, entertaining videos that aren’t tied to your brand story.
- A focus on Time Watched tells you to focus on the things that your audience has meaningfully, voluntarily engaged with.
Admittedly, Time Watched has problems of its own. For starters, it extrapolates from a concrete sense of “people impacted” to a more abstract number, “content consumed.” Where I can imagine X number of people watching a video or Y percentage of those people converted, it’s much harder to mentally visualize consumption.
It’s also, intentionally, not a metric that can be seen through the lens of “ROI,” or tied to a typical conversion funnel. But, in the modern digital world, where interactions with your brand are happening more on big media platforms and within walled gardens, funnel-based measurement tells an increasingly inaccurate story.
The great value of Time Watched for those trying to justify investment in video, is that it’s a metric that can be used to compare different media types. If I can show that 500 hours were spent reading 20 blog posts, but 700 hours were spent watching just 5 videos, it makes the case for shifting from investment in text and images to videos much easier.
If we can grasp the concept that, as marketers, we are no longer optimizing for share of voice, (i.e. the amount of noise being made) but for share of mind (i.e. the time and consideration people are spending with your company), Time Watched reveals itself as the best possible universal video metric.
How to Delete Your YouTube Channel
Over the years YouTube has become a massive video platform, and due to some recent changes, a pretty confusing one at that. For first-time creators and brands who want to grow a following, it can be hard to tell what rules apply to you, what “counts” as a video view, how to measure your success, and more. And while the Google-owned platform isn’t going anywhere any time soon, when it comes to building an audience with video, it’s no longer the only option for your business.
Now that businesses can more easily attract viewers with content hosted right on their own sites by embedding Wistia Channels or working with other tools, it might make sense to let that YouTube Channel of yours sail off into the sunset. If you’re considering removing your channel from the old ’Tube, read on to learn why that might be a smart move, how to actually get rid of it for good, and what to do once you’ve moved on.
YouTube is great for some folks and well … not so great for others. If you’re not sure why a business would want to delete their account, here are some reasons to ponder:
- Ads: While the opportunity for monetizing makes YouTube’s ad business model enticing for new creators, the fact is, unless you’re getting tens or hundreds of thousands of views on your content, chances are you won’t really benefit from ads. And unfortunately, for small channels, ads ultimately serve as a distraction that can draw people away from your content
- Autoplaying videos: YouTube’s algorithmically driven “Recommended” feature is designed to help viewers find content they may be interested in, but it also keeps viewers on YouTube longer. Chances are, the video that plays after yours won’t come from your channel, even if the viewer purposefully navigated to your channel to watch your content. Instead, viewers are likely to click into other channels, forgetting why they went to YouTube in the first place. Bummer.
- YouTube-centric design: From white backgrounds and red buttons to videos organized by most popular and date added, YouTube channels are not very customizable. The main ways you can control your branding on YouTube are with a banner on your channel page, a thumbnail profile image, and thumbnails on your videos. Which isn’t awful, but it could be better!
- Regular updates to the algorithm: Remember how we mentioned that YouTube can be confusing before? While changes to the algorithm can be a useful creative constraint, they can also be unpredictable and frustrating, especially if you’re relying on your videos reaching a particular set of people on a regular basis.
As YouTube evolves, it will continue to make decisions that help the company grow more than help their users succeed. If those decisions align with your own creative ambitions and marketing goals, that’s fantastic. Otherwise, it may be time to move on. If that time for you is now, then here’s a quick guide to deleting your YouTube account.
Phew, is it hot in here or is it just us? The first step here is to really make sure you’re ready to delete your channel (not just deactivate it). Wipe that sweat off your forehead and follow these steps to bid your channel farewell. You got this.
Note: Don’t choose “Account settings.”
This choice will permanently remove your video content and video data from YouTube. You won’t be able to retrieve it, so make sure you have saved the original files.
Always have a backup (or two) of all your video files saved on a hard drive or in another safe location. There’s no coming back from deleting your YouTube channel so quadruple-check that you’ve got back up.
5. Click “Delete my content.” You will be asked to enter the email address associated with your YouTube account to confirm.
That’s it! Your channel and all your videos are now deleted from YouTube. Keep in mind that the Google account you used to create the channel (business or personal) will still be active and recognized by YouTube.
If you’re looking for a new home for your videos and want more control over the entire viewing experience, Wistia Channels may be a great option for you. Don’t want to send viewers elsewhere every time you share a new video with the world? Luckily, Wistia Channels live right on your company’s own website and are easily customizable to match your brand. In case you aren’t super familiar with this Advanced Plan addition, here are some of the key features that’ll help you achieve your goals with Wistia Channels:
- No ads: This is an ad-free zone! We’re not taking any cuts here, so no ads will show up on your videos or to your Channel on your site.
- Designed for deep engagement: When viewers are almost done watching a video, our Up Next feature helps keep them watching more by showcasing the beginning of the next video on your Channel. Distracting ads and suggested content from other brands? Not a chance!
- Organized and customized: You can easily organize your content and tailor the layout on your Channel to suit your needs. Customize the design to match your brand by changing the color of the player, video thumbnails, header images, fonts, and more.
- Built-in lead capture: Add calls to action, annotation links, and email capture forms directly to your videos. Tell your viewers where you want them to go next and drive more action from your content!
If this sounds enticing to you, we’d love to show you how it works. You can get in touch with our team to learn more about Channels, pricing, or our other features whenever you’re ready.
For most businesses, simply uploading all of your content to a YouTube Channel and hoping for the best isn’t very strategic. After all, while YouTube is designed to encourage viewers to click around and watch as many videos as possible, that doesn’t mean they’re still watching your content. So, instead of trying to compete for attention on giant social networks, why not build an audience on a site that’s all your own? Start by deleting that old YouTube Channel of yours that’s been sitting around gathering dust and take more control over your content today.
The Social Media Video Checklist
Don’t think you have enough time to make a video for social media? Aren’t really sure where to begin? Pish posh! There’s no reason to let these hesitations stop you from making your social video dreams come true. And while there’s no secret formula for crafting the perfect video, there are some key steps you can follow to ensure your videos are not only well-thought out and impeccably executed, but also engaging and entertaining. So, without further adieu, here’s our comprehensive checklist for creating videos for social media.
Before jumping into the production of any video, it’s important to remember why you’re making the video in the first place and what you want it to accomplish. Do you want to increase engagement with your followers, share a glimpse into your company culture, or even promote another bigger piece of content? Ask yourself these types of questions before you shoot and you’ll have an easier time understanding what success looks like once it’s out in the world. Without a clear goal in mind from the start, it’ll be difficult to know which metrics matter most once its seen by all your followers.
This is a big one! Thinking outside the box is always encouraged, and especially by us (creativity is one of our company values, after all). But, it’s important to stay realistic here and make sure you’re not over-scoping your video. If your first idea is to shoot your video in a rainforest, maybe see if you can achieve a similar look by shooting in a park close to your office instead.
As for props, look around and see what you already have in your office before you buy anything new. It would be a real bummer to go out and buy a new top-hat only to realize you had one kicking around from a previous shoot. And speaking of using what you have, when it comes to building your set, you can usually work with a set up you already have in your office! Move things around, take a few test shots, and get creative. What may look “off” in one corner could look great in another.
This is also a good time to figure out if you’ll need any additional help from other folks on your team. Can you film this by yourself? Will there be scenes where you need some teammates to step in as extras? Before scripting, make sure you understand what resources you have available to you.
Even if you don’t have dialogue in your video, it’s important to have a concept and an idea of what each shot will look like. In the world of social video, nothing feels worse than getting to the editing stages and realizing you didn’t get the shots needed to get your point across. Take, for example, this educational video we made for social:
As you can see, there’s no dialogue or people present in this video, but that doesn’t mean we didn’t still need to write a script first to make sure we incorporated all the must-have information. We can’t say it enough — script, script, script!
Just because social media videos are typically short, doesn’t mean you should only book off an hour to get all the shots you need. It’s really easy to think, “Oh, a video for social media? That won’t take that long!” or “I’ll be able to get that shot later,” but if you don’t have a specific time set aside for filming, you run the risk of getting caught up in other things and not getting the shots you need. This is especially important if you’re working with other people — you always want to make sure you’re making the most of everyone’s time!
Shooting for the edit is a pretty simple concept — all it means is that you should keep in mind how you’re going to edit your footage in the near future while you shoot. Before pressing that sweet, sweet record button, make sure your actors have rehearsed their lines, the shot is in focus and well-lit, and double check that the camera is stabilized. Keeping these things in check will cut down on the amount of footage you need to sift through later on.
And as always, be sure to shoot some b-roll. You might not think you’ll need it, but a lot of the time b-roll is what supplements the story and drives the piece visually. So once you think you’ve got the shot, keep rolling for about 10 seconds. That’s usually when the good laughs and candid moments happen. Having those gems will help diversify your shots and make your editing process much easier!
“You might not think you’ll need it, but a lot of the time b-roll is what supplements the story and drives the piece visually.”
Social media is a superhighway of information. Viewers are constantly running into new content everywhere they turn. So, start with some action and eye-catching footage right away to capture your viewer’s attention. In this case, “action” doesn’t have to mean a car chase or something super outlandish. Take this post from Glossier for example:
In this video, Glossier is promoting its latest product, Bubblewrap, an under eye cream. It starts with the subject somewhat humorously drinking a cup of tea, which is a nice, subtle hook. It then quickly jumps into him using the product and explaining the benefits succinctly. The video only lasts about 20 seconds, but by the end of it, we know exactly how to use Bubblewrap and what it does. ~Chef’s kiss~ You only have your viewers attention for so long, so take a page from Glossier’s book and don’t waste any time!
This step mainly applies to Instagram, since the other platforms display auto-playing videos on their feeds. On Instagram, your video will live on your profile’s grid, so it’s important to make sure the video thumbnail is click-worthy. You don’t have to reinvent the wheel here, but always be sure to stay away from blurry shots or drab colors when choosing your thumbnail.
Makings of a good thumbnail include, but are not limited to:
- Smiling faces
- Cute animals
- Bright colors
- Text overlays
- Crisp images
Here’s an example of one of our favorite, click-worthy thumbnails:
Our office dog Lenny sitting at a computer? Faris looking perplexed and surprised? Don’t know about you, but we’d definitely press play on this product update video.
Whether you leave a CTA in your company’s bio or actually write it into your script at the end of your video, you always want to tell your viewers where they should go next. Of course, some videos for social don’t require a call to action, so don’t add one in if it doesn’t make sense. Here’s an example of a video we shared of our team painting a mural in our office that didn’t require a call to action:
This video is an example of a brand touch video that often doesn’t require the viewer to take action afterward. When we wanted to promote our latest blog post, however, we gave viewers direction around where to go after watching if they wanted to get more intel:
Whatever the case may be, when crafting a CTA to support your social video, you want to make sure you are persuasive, but not too pushy. Adding something as simple as “Click the link in bio for more!” to your caption or including “Check out our new post!” at the end of your video can help get the job done. If a viewer loved your video and wants more, you should strive to make it as easy as possible for them to take the next step.
There you have it! From setting your goals and scripting your video, to adding captions and making snappy edits, you now know what it takes to make a successful video for social media. Keep this checklist with you and remember to take it one step at a time (and have fun with it!). So what you are you waiting for? Grab a camera or pick up your phone and get going!
How to Name Your Wistia Channel
With Wistia Channels, the name-picking power is in your hands. And believe it or not, the name you pick may ultimately influence the number of clicks, views, and video engagement you get on that Channel. But how are you supposed to pick just one name that encompasses all of your videos, while still bringing all the views, clicks, and engagement you want? Don’t worry. We’ve got some tips that’ll simplify the process and make you believe in the power of name-picking in no time.
For businesses using video for marketing, a Wistia Channel turns your collection of videos into a destination where people can explore certain topics in depth and get to know your brand. Because this is a singular destination, it’s important to come up with a cohesive name that accurately describes the Channel. To do that, you need to think beyond your individual videos.
When you think about your Channel on a more holistic level, you should consider the following factors:
- Branding — the “identity” factor: The name you pick will be very public, so it needs to accurately reflect your videos and your brand.
- Discoverability — the “index” factor: The Channel name comes up in search, so you want people searching for a relevant topic to find your video content fast — and first.
- Shareability — the “click” factor: Your audience watches a lot of stuff online. A catchy name for your Channel will make it easy for people to remember. That means when it comes time to share your videos, they’ll be able to pull up your Channel and link to it instantly.
Considering these factors as you set up your video Channel will help you grow your audience and your brand over time. To dig a little deeper, let’s break down the three factors we mentioned above: branding, discoverability, and sharing. Shall we? We shall!
“Considering these factors as you set up your video Channel will help you grow your audience and your brand over time.”
When you’re thinking about your Channel, remember that it should support your company’s brand but also have its own identity. Plus, the name you pick should align with your marketing strategy, whether that’s connecting with a particular audience, highlighting your product, or educating your viewers. To get just the right fit, here are some tips to keep in mind.
Regardless of your industry, it’s important to narrow in on a niche. Let’s take a look at the topic of real estate as an example. Real estate is far too broad of a term to use on its own for your Channel name. Instead, you’ll want to pick a more narrowly defined niche, like “The Smart Real Estate Investor” or “Architects Eating Lunch.” This will help you build an audience faster because you know it relates to the overarching subject, but there’s something specific your viewers can latch onto.
In addition to knowing your topics, you should have a good idea of who will be watching your videos. If you want to appeal to a certain type of viewer, then be sure to include terms they resonate with in the name! To keep up with the real estate theme, you could add words like agent, investor, or homeowner right in the name of your Channel.
Some people rely on the strength of their company names alone to build up a brand. But unless your company’s brand as a whole is the purpose behind your Channel, this can be both too general and too limiting for your business over time. Not only that, but you also run the risk of your brand changing. Brands evolve, and if there’s any chance that your company will pivot, or the focus of the Channel will change, we recommend trying to avoid using just your company name.
Something else to keep in mind is how your Channel shows up in search. Whether people are searching for your Channel by name, or for individual videos, you’ll want your Channel to appear in the results. If you align your name with commonly searched terms, then you’ll create more visibility for your content and have a better chance at boosting your rankings online.
For example, Brian Cox, aka The Travel Vlogger, has nearly 16K subscribers on YouTube, but the Channel itself ranks at the number two position on the Google results for “travel vlog.” His smart SEO strategy will help him continue to grow his channel organically, with little extra effort on his part.
This is a pretty straightforward strategy, but SEO (especially as it relates to video) can get complicated really quickly. With that in mind, here are a few SEO tips to remember when it comes to naming your business Channel.
Plug your potential Channel names into tools like Ahrefs or Keywords Everywhere to see what the keyword volumes are, as well as the competition score. That way, you can see exactly how many people are searching on Google for your terms and how hard it will be to land on page one of the results.
Do research to make sure that your name isn’t already in use on YouTube and beyond. Also, check for similar video Channels in your category. Less competition = more search traffic for your Channel.
When you create lots of high-quality content around a certain topic, Google’s algorithm will start to recognize your Channel as an authority on that topic. So, if you’re tying your Channel name to an SEO term (the wheel), make sure that the individual titles of videos are related terms (spokes). You can find related terms in your keywords tool. This will show Google that you’re continuing to contribute valuable and expert information through your videos.
SEO takes a bit of time to work (you have to prove your trustworthiness to Google). So, be patient if you aren’t instantly ranking where you’d like. Even a little bit of effort and research can go a long way in helping your results.
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