Why Video Matters

Common Craft's Video Library Model

Common Craft is a company that offers a library of explanatory video content for licensing. Users can license specific videos or license the entire library. The husband-and-wife team (one that's not looking to grow) started out just making custom videos, but the service eventually evolved into the membership service that it is today. They were pioneers of the explanatory video industry, with friendly paper cutouts in videos charmingly titled "___ in Plain English" (for example, "RSS in Plain English", "Twitter in Plain English", "SEO in Plain English").

Launched in August, the new Common Craft is built entirely on top  of Wistia; it's a very interesting example of a way that an extensive, full service can be built on top of Wistia, with their videos gated by the purchase process. But it's not just a cool example of how Wistia can be used; it's also a unique, innovative example of how video can be monetized in a new way. Using Wistia to power Common Craft means that they have access to all kinds of data and analytics on how people are watching and using their videos, lending them additional power for making their company grow.

We're really excited for Common Craft's model -- it's rare for an independent publisher to build a comprehensive content membership service like this one, to build a library that they can sell access to, and we're proud to be the ones powering the video backend. Common Craft puts videos in the hands of people to make their jobs easier; it uses the Wistia API to turn a video production company into a content licensing company, morphing Common Craft from a services-based business to one that can become scaleable, with recurring revenue. We think this could be the beginning of a trend that cuts out many pieces of the supply chain and puts more power into the video producer's hands.

Common Craft just put their own excellent post up about building their new model, covering everything from the business case to the platform to the people to the content. Number10, the web company that built the website's Drupal front end, also wrote a great post about their decisions behind the work they did for Common Craft.

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