Over the years, making business more human has been at the heart of everything we do here at Wistia. From the very start, we’ve tried to get this message across by making our own videos in our office, often on a shoestring budget.
Just look at this get-to-know-us video we made way back in 2011:
Compared to our latest video endeavor this feels somewhat amateur, but what that video showed in 2011, “One, Ten, One Hundred” shows in 2019 — we’re passionate about what we do and we believe using video is the best way to communicate that message.
If you’re even remotely familiar with Wistia, it should come as no surprise that we’re deeply invested in building our own brand with video. Being dedicated to creating a cohesive, authentic presence online has paid off for us in so many ways over the years. And that’s why we’re so passionate about encouraging other businesses to do the same.
Alright, let’s call a spade a spade — Wistia is in the video software business. So, naturally, our brand revolves around video. You got us there.
But a wise man once said, “Video is not a product; it’s a way of life.*” We don’t just make instructional, educational, or promotional videos. In fact, we make videos for many occasions. And that’s one of the reasons we’ve been able to carve out a niche for our brand.
*No one has really ever said this to our knowledge, but you get the picture.
Take blog post videos, for example. Sometimes our blog videos are jam-packed with helpful information, and other times, they’re simply there to delight. The video at the beginning of this post about looking good on camera doesn’t aim to provide any real value from an educational perspective. Instead, it sets the scene for the post to come and underscores the idea that being on camera can be scary and challenging — even for a video software company.
Now, you might be thinking, “Who has time to make a video like this just to add some extra flair to a blog post?” Great question! We’re suggesting that businesses start making time for this type of content. You’re not doing it for us, you’re doing it for your brand.
Strong branding must be part of your marketing strategy if you want your business to grow over time. Luckily, video can help with three key stages of brand development:
- Differentiation: There’s tons of competition for consumer attention on the internet, which means it’s becoming increasingly difficult for businesses to break through the noise and connect. Thanks to the rise of social media, consumer behavior has changed — video isn’t just a medium for major brands anymore, small brands need to step up in order to compete.
- Retention: Over time, video can help you build stronger relationships with customers. This ultimately leads to more trust and more brand loyalty.
- Growth: When you’ve established a solid brand, you can take more creative risks with video that can turn into big returns at critical moments for your business.
Video has become the primary method for communicating brand messages online — just think about the last time you scrolled through Instagram and paused on an ad. Chances are, a video caught your attention. And since video is now the norm, businesses can no longer hang their hats on one slick video that aims to achieve each and every one of their marketing goals.
Now, let’s walk through these three key stages to brand development and learn a bit more about how your business can start building a stronger brand with video.
When you want to make an impression on new customers, video can really help you stand out in a memorable way. Our homepage video, for example, is one of the most-talked-about videos we’ve created to date.
The number of tweets, emails, and DMs we’ve received about this video is more than any of us could’ve ever imagined. Apparently, there’s just something about the combination of friendly smiles, killer dances moves, and a monochrome color palette that really gets people amped up.
In all seriousness, the tricky part about building a unique brand is….well, actually being unique. It’s a lot harder than it sounds! Often when companies are just starting out, they tend to adopt the norms of other businesses in their industry, whether that’s talking about their products in a certain way or miming a design aesthetic that’s not completely their own. And at the end of the day, it makes sense — marketers want to use messaging styles that are proven to work.
But, playing it safe is not what will get you noticed.
When you produce a video, there’s a vulnerability and authenticity that is palpable. Even if you outsource the production of a video, there’s really nowhere to hide. From the script itself and the location of the shoot to the overall execution and messaging, a polished marketing video can serve as an honest representation of your brand.
“When you produce a video, there’s a vulnerability and authenticity that is palpable. Even if you outsource the production of a video, there’s really nowhere to hide.”
And don’t be fooled — putting yourself out there doesn’t just apply to video companies like us. Many businesses are taking more creative risks, just look at ProfitWell and Drift. They stand out amongst SaaS companies because they’re using in videos in ways that most of their peers aren’t. Take a look at this recent video from Patrick Cambell, the CEO & co-founder of ProfitWell:
Not only does Patrick’s expertise come across better in the video than it would in text, but the video is also able to showcase real-world applications for concepts that, at times, can seem abstract.
Now, it might sound hard to believe, but the truth is — your business is unique. The stories you have to share are yours alone. And when you use video to tell those stories, your brand story becomes more unique in turn.
As we mentioned before, we make a lot of videos here at Wistia, from user onboarding to customer support. Many businesses, however, tend to associate “video” solely with marketing — and we’d like to challenge that assumption.
Building a brand, after all, is about a lot more than one marketing video. Putting yourself on camera makes it possible to engage personally at scale, and beyond that, injecting key touch points throughout the customer’s journey is critical to leaving a lasting impression (and ultimately creating brand advocates).
Just think about your favorite local barista who always knows your order and remembers your name — how many cups of coffee did it take for you to get on that level? The fact of the matter is, it takes time to build personal relationships with customers, whether you’re a coffee shop or a tech company.
“It takes time to build personal relationships with customers, whether you’re a coffee shop or a tech company.”
Since we are in tech, we have to be a little more creative when it comes to building a relationship with our customers. We’ve found that using video across our entire business has helped yield more impressive results for retention than email and blog posts alone. For example, here’s a video that lives in our Help Center that teaches users how to upload a video to Wistia:
For this video (which is part of a series of onboarding videos), we decided to create a brand within our brand. Creating this mini-brand gave us the creative freedom to educate our customers about our software in a way that felt fresh and unique, without sacrificing Wistia’s overall aesthetic.
This onboarding series checked off several boxes for the business and brand we’re building — the videos themselves are educational, helping our customers understand how to get the most out of our product, and the sub-brand we created paints a picture of how a mom and pop shop like Jeff’s Lemonade can use video to help their business grow.
Investing time and resources into creating content that actually helps educate your customers — not just market to them — proves you’re invested in their success.
One of the most compelling reasons to make video part of your marketing strategy is, simply put, video contributes to growth. Using video to build your brand means you can grow your own way — making your company an industry leader in the process.
Respected brands typically have more trust from their customers, giving them the ability to take the risks often associated with what it takes to truly grow. Here at Wistia, we recently took a huge leap of faith when we made our very own four-part documentary series, “One, Ten, One Hundred.”
For us, creating the series was a realization of a long-term goal of ours: to produce our own, long-form original content. And doing so allowed to think beyond video software — our series shows that just because we’re “video people” so to speak, we’re not special. We’re learning how to make better videos every day, just like you.
Producing a video series is just one way to stretch your creative limits and expand your brand. Just look at Squarespace’s landing page for Version 7 of their product. Instead of the classic tagline and illustration approach to a product page that’s so typical amongst software tools, the company took a unique approach by filling the entire screen with a short film.
Squarespace has used video to grow their brand right from the start, making this bold choice less of a risk for them. The use of video (and minimal text) to announce a product update is a choice many lesser-known brands would never take. It reveals Squarespace’s ambitions for its brand — to not just be a website builder, but an engine for self-expression. Plus, it opens up the potential for Squarespace to go in many different directions with their brand in the future.
Taking a big swing on a creative bet is what sets businesses apart. Tiny tweaks and optimizations tend to get you nowhere, fast. With video, businesses are able to iterate, experiment, and explore with style choice and execution, giving you plenty of opportunities to learn and grow. Building a brand with video lets you elevate your business to levels you may have never even dreamed of before.
“With video, businesses are able to iterate, experiment, and explore with style choice and execution, giving you plenty of opportunities to learn and grow.”
Using video to promote your products, educate your customers, or even close a deal isn’t all that novel of a concept. What you choose to do with video, however, is another story. Create disparate videos that live on all ends of the internet, and hope to tell a story that way, or, think about how video can actually be used to build your brand from the ground up.
But hey, you don’t have to listen to us. We’re just a video company.
What is Design and how it influences your company
Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets
Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets. Aces. A good card. Let’s talk about one in particular. The design! Design as a holistic approach, capable of solving problems not only stylistic, but of all types. You can make your product unique, create a culture associated with your company and influence your investors and customers.
How Design Influences Your Company’s Brand and Culture
A company’s culture is based on beliefs and values. These are communicated through various points of contact. They change perceptions, behaviors and understandings. Contact points must be genuine, they must be exclusive to your company. The thinking and research behind design can help you create the story of your business. A competent designer plays a decisive role in planning your strategic decisions and in building that same culture. The sooner the results are defined, the faster it will grow in the right direction.
When you know what your company stands for, it’s simpler to build your brand. This goes beyond the logo, the look of the website or the products: the brand is the value that your customers and investors get with you.
How Design Influences the Product Experience
In the past, it was possible to achieve success almost by chance. But luck has been losing ground in the business scenario. The democratization of the internet has opened the door to creativity. We have people capable of getting a product up and running faster than ever. Competition is fierce. The standards for what is considered a successful product have also changed over time. Currently, customers expect a great user experience on the first click, on the first contact. As smartphones and tablets spread – with people searching for everything on these devices – potential customers’ expectations soar. Tolerance levels have also changed.
If your website is not visually appealing, if your application has a complex and buggy interface, you can be sure that you will lose customers in a matter of seconds. People want simple technological experiences. And design plays an extremely important role in ensuring the satisfaction of its customers. At pixelinmotion the designer understands market standards and is already familiar with what the customer wants. With this knowledge, you will be able to create a solution from scratch, which will make your product more valuable compared to the competition.
At pixelinmotion, we believe in this philosophy of proximity. Our approach to design is attentive to trends and will be able to boost your company to stardom. Get to work!
How to Use Video Data in Your Next Retargeting Campaign
Retargeting is a common marketing technique that serves ads to people who have visited your site or specific sections of your site. This tactic is a great way to remain top of mind with people who have already expressed interest in your brand. Many people treat every visitor to their site the same way, serving the same ads to everyone. Retargeting is a more nuanced approach that serves more relevant ad content based on behavior — thus providing a better experience.
With Wistia, we’ve made it super easy for you to hone in on your niche audiences by using Facebook, Instagram, Google, and YouTube to create different user segments based on actions that people take on your video.
Many businesses still haven’t taken advantage of the ability to segment visitors based on video behavior. Videos help potential customers build emotional connections with your brand, and people who have that connection are more likely to purchase in the future. In other words, when someone is willing to watch your 2–3-minute product video, there is a better chance that they’ll sign up for an account when prompted.
We’ve found that, on average, viewers who complete our product video are 15–20% more likely to convert than passive visitors.
“Viewers who complete our product video are 15–20% more likely to convert than passive visitors.”
Implementing segments like this within your retargeting campaigns allows you to reduce spend on less effective segments (like our homepage segment) while focusing on visitors who are farther along in your sales funnel and more connected to your brand.
Wistia allows you to keep track of key events like video engagement, video form conversions, channel subscriptions, and more. Once you connect these events with your retargeting provider, you’ll be efficiently serving up ads in no time!
The first thing you need to do is set up your integrations and then start creating segments in your retargeting provider. We’ll review how to do this across our four integration partners — Facebook, Instagram, Google, and YouTube.
Facebook & Instagram
Facebook acquired Instagram in 2012, and since then, the two have become one, making it super easy to advertise across both platforms.
First, we’ll quickly walk through how to set up the integration with FacebookAds. You can do this in your Wistia account under the account drop-down — you’ll see “integrations” as one of the options from this screen. Under the “promotion integrations” section, you’ll find “Facebook Ads.” Select the “connect” button to begin the process.
It’s important to note — you’ll need to log in with a Facebook account that has access to your Facebook Ads account and accept the user permissions. That’s it! Voila — easy peasy.
With the integration live, Wistia will begin to send viewer event data for any video you have embedded on your website to Facebook. Now you can get started targeting your ads with Reach & Retarget!
Facebook and Instagram give you several options for video-related “events,” including:
- Percent watched
- Seconds watched
- Played Video
Once audiences are enabled, they will appear in the Audiences section of your Facebook Ads account. You can also log back in and create new audiences any time after the integration is live. You’ll do this by creating a “custom audience” and using “website traffic” as the data source.
On the Wistia side, we’ll also provide a few recommended audience segments in the “promote” section of your channel. If a segment feels relevant, simply select “enable” to set up the list.
Keep in mind that these pre-populated audiences are just suggestions — you’ll be able to set up many more variations of these in the Facebook Ads platform. This flexibility is really where the integration is most useful; it allows marketers to easily define and create custom audiences based on viewer behavior.
Google and YouTube
Similarly, Google acquired YouTube in 2006, so you’ll be able to easily manage ads across both platforms within Google Ads.
To set up this integration, you’ll need to connect Wistia to your Google Analytics account. Navigate to the account tab and select “integrations” (just like you did for the Facebook connection). Remember, you’ll need to be an account owner or manager to connect the accounts. From there, select “Google Analytics” and follow the prompts to connect the two platforms.
To feed this data into other Google properties, you’ll need to do a little work in your Google Analytics account — but we’ve got you covered!
In your Google Analytics account, head over to the admin panel. From there, you’ll see the main screen with several options; select “Google Ads Linking.” This workflow will allow you to send analytics data over to the Google Ads platform. And, since YouTube ads are managed through the Google Ads platform, you’ll be able to leverage this data across both platforms without any additional work.
If you’re curious about how a specific segment is performing, you can set up custom audiences in Google Analytics, which can also be sent over to Google Ads for retargeting. Alternatively, you can set up unique custom audiences directly within Google Ads.
Once the integration is live, we can start to send event data to the Google Analytics account that you’ve connected. The following events will be tracked:
- % Watched
- Conversions (i.e., Turnstile submissions)
- Clicked Links (i.e., CTAs or annotations)
- Time Watched
You’ll see a few suggested audiences in Wistia and can turn those on or off at any time. But remember — these are just a few ideas to help you get started. Get creative with your audiences and segments to really unlock the power of retargeting!
Ok, great, you have your integrations set up, and the data is rolling in. Now what?
Connecting your accounts is the easy part. The next step is to roll up your sleeves and start creating your custom audiences. Here are a few specific examples of how you can use video retargeting throughout the conversion funnel.
Build brand affinity with video series
Are you promoting a new show or video series? If so, nurturing folks to finish an episode and the series is a great way to keep viewers engaged and build brand affinity.
You can take two approaches to this. First, retarget folks who started but did not finish an episode. To do this, set up a list on each episode for viewers that did not complete a defined percentage of a video (<75%, as an example). Then, serve this segment ads reminding them to finish. The best part? With Wistia’s resumable video feature, viewers will be able to pick the video back up right where they left off. Pretty cool, huh?
The second approach is to retarget folks who did finish an episode to encourage them to continue their journey with the next episode. To do this, set up a segment based on video completions, and serve these viewers ads for your next episode.
Nudge prospects with helpful resources
Video can do so much more than simply drive awareness for your brand; it can be a powerful tool to help nurture folks through your sales funnel. An example of this would be to use retargeting to provide helpful and timely resources related to the problem that your product or service solves.
This segment could be folks who convert on a video (fill out a Turnstile form). For example, you might gate a webinar or robust video asset on your website and then retarget those viewers to take the next step in your conversion funnel, perhaps downloading a related asset or viewing a product demo.
Drive leads for super engaged viewers
Are you looking to drive qualified leads from your videos? If so, Wistia has you covered. The exact equation for how you qualify leads will vary — but the same logic still applies. To do this, decide on what specific actions you view as “qualified.”
Let’s take folks who watched a high percentage of a high-intent video. For example, if viewers complete more than 75% of a product demo video, you could retarget them to set up a call with a solutions consultant for a personalized walk-through.
These are just a few examples of how you can get creative and set up custom audiences for retargeting. The options are only limited to your imagination. Meet with your team to decide on a few key segments that make sense for your business, and start building your lists today!
Best Video Marketing Ideas For Festive Season 2020
The way content was created earlier has now changed completely, and innovation is now becoming the key in today’s content creation.
About 78% of people are watching online videos on a weekly basis and 55% daily, it is a big opportunity for brands and corporations to focus their marketing strategies more towards creating videos.
Video engages your audience more effectively than text content, and they can understand the message you want to deliver in a much easier way.
With videos, your audience can learn about what your business is doing in their daily life rather than reading blogs.
Your audience prefers to watch the video over text content as it takes less time than reading text content, and the flow of engaging with content remains constant. Thus, focusing on video is crucial for marketers in 2020.
Are you planning to jump to create video content for your brand? Learn these best video marketing ideas to do wonders in 2020.
Best Video Marketing Ideas For Festive Season 2020
1. Get Sales With Shoppable Videos
Sales are the most important aspect for any business especially when it is the festive season. This season brings an opportunity for the brands to leverage the consumer intent to make more purchases and gifts.
Shoppable videos are the videos where users can buy the products in real-time directly from the video.
As a brand, you can create shoppable videos using a visual marketing tactic called visual commerce platforms that allows you to curate video content, tag products, and publish the shoppable video gallery on website or online store.
2. Engage Audience With Storytelling
In 2020, marketing strategies are more focused on storytelling as it connects business with real-life emotions.
Storytelling delivers the purpose of business and what value they are giving to their customers. Whether it is text content or video, storytelling is an effective way to gain the loyalty of your customers and build their trust in a brand.
However, reading text is a tedious task; video with storytelling has a greater impact on your audience. Not only your customers will engage with your content, but they also comprehend the message easily.
3. Create Short Videos With Message
Nobody wants to waste their time, especially when they are engaging with a brand’s marketing content. Keeping your video for a short duration for all platforms, whether social media, website or any place where your customers interact with you has a great impact on your business.
Shorter videos also increase the possibility that the audience will watch an entire video rather than leaving in-between.
When people see a video is too long, they even don’t like to click on it or if it is an ad they skip and do not watch it.
In order to connect with your audience in 2020, you have to focus on creating shorter videos about 5 seconds to 2 minutes.
Also, remember that lengthiness of video depends on the platform where you are sharing the content.
Thus, it is found that shorter videos help in boosting brand awareness and engagement among online audiences by 30%.
4. Make Mobile-Friendly Videos With Vertical Watch Option
As people are watching more videos and using mobile phones instead of computer screens, demand for vertical videos that can be watched directly from mobile phones has increased.
75% of mobile users say they like to watch vertical videos instead of horizontally on the mobile experience. It is because, in vertical videos, the audience gets a full picture on their screen, and there is no extra content.
Thus, make sure to create videos for your brand promotion and marketing that is responsive to any screen and can be played vertically.
5. Make An Engaging Video With UGC
User-generated content is the essential component of the marketing strategy in 2020. It is helpful in building trust by letting know your new customers about what your existing customers are saying about your brand.
User-generated content is effective because it is created by your customers themselves, and you do not pay them a single penny to create it.
You can curate user-generated content using social media aggregators and make a video that tells your new customers about your happy customers.
People talk about your brand over social media in various forms of content, whether images, text, or videos, you can collect these UGC videos and compile them to make a single compelling video to promote your business.
6. Create Video That Convert Audience
As a marketer, you have to make sure that the video content you create brings conversions. Not that it just delivers the message, but it should be compelling enough to drive traffic to buy your product.
Create value in the content so that your audience feels connected and like to take the next step to make purchase decisions.
Video is the essential component of the marketing funnel and makes your customer journey effective to make a purchase decision.
Make sure the video should not be promotional but contrary a value that your audience needs to buy your product and solve their problems.
7. Don’t Forget To Create Stories On Social Media.
As you publish your brand’s marketing video on various platforms, social media is the crucial network that you should focus on. These days social media platforms have added features in which you can add stories which are small videos that your followers can watch.
These stories are effective in telling your audience about the daily activities and create entertaining content to engage with them.
Instagram has 500 million active users who interact with social media content regularly. Now other platforms also have story features that make possible that you connect with your audience wherever they are. Thus it is a great opportunity to post stories on social media to interact with your followers regularly and tell them about your presence.
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