Kristen Craft, Wistia - 5 Videos Your Company Needs in 2016

Kristen Craft, Wistia

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Why we love video

The data says it works

Traffic: on-site video increases traffic 200-300%

Marketing Sherpa, 2015 @thecrafty

The data says it works

Traffic: on-site video increases traffic 200-300%

Engagement: video content doubles time on site

Marketing Sherpa, 2015 @thecrafty

The data says it works

Traffic: on-site video increases traffic 200-300%

Engagement: video content doubles time on site

Demand gen and leads: Video drives the most leads

Marketing Sherpa, 2015 @thecrafty

Zappos sells 6-30% more when using product videos

Business Insider, 2015 @thecrafty

Itʼs a rich medium

…for conveying information, ideas, and emotion

“Video is the new HTML”-Benedict Evans

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Instead of asking: “Where should this video live?”

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Ask: “Where can I make a bigger impact, using video?”

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5 Videos You Need in 2016 (to Drive ROI!)

The Product Video

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The Product Video

Helps people learn if your product fits their pain point

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The Product Video

Helps people learn if your product fits their pain point

Lets you show, not tell

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The Product VideoHelps people learn if your product fits their pain point

Lets you show, not tell

ROI = leads, conversions, engagement

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The Teaching Video

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The Teaching Video

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The Teaching VideoEstablishes expertise and credibility

Empowers your audience

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The Teaching VideoEstablishes expertise and credibility

Empowers your audience

ROI = site traffic, time on site, brand

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The Recorded Webinar

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The Recorded Webinar

Easy to make

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The Recorded Webinar

Easy to make

Lets you partner with others

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The Recorded WebinarEasy to make

Lets you partner with others

ROI = traffic, time on site, leads

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The FAQ Video

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The FAQ Video

Helps customers get answers faster

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The FAQ Video

Helps customers get answers faster

Lets you show, not tell

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The FAQ VideoHelps customers get answers faster

Lets you show, not tell

ROI = time saved, higher ARPC, lower churn

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The Sales Video

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The Sales Video

Lets you establish a more authentic connection with prospects

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The Sales Video

Lets you establish a more authentic connection with prospects

Differentiates your brand

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The Sales VideoLets you establish a more authentic connection with prospects

Differentiates your brand

ROI = big conversion boost

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Videos that Didnʼt Make the Cut (And why)

The Video Testimonial

Medium-high return, but requires a large investment

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The Video Testimonial

Medium-high return, but requires a large investment

Can feel scripted or inauthentic

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The Video TestimonialMedium-high return, but requires a large investment

Can feel scripted or inauthentic

Technical limitations can make it look shoddy (noise, lighting, etc)

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The “About Us” Video

Very hard to make

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The “About Us” Video

Very hard to make

Feels bad when it’s “off”

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The “About Us” Video

Very hard to make

Feels bad when it’s “off”

Low ROI

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The Holiday Video

Anti-evergreen

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The Holiday Video

Anti-evergreen

Can rub some people the wrong way (for many reasons)

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The Holiday VideoAnti-evergreen

Can rub some people the wrong way (for many reasons)

Low ROI

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Recap• Use video to drive traffic, leads,

and conversions or convey emotion

• Tie videos to goals and ROI

• Start with videos that drive ROI: product videos, teaching videos, webinars, FAQs, sales videos

• Avoid videos with high effort: low impact ratios

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