The Best Practices for Adding Lead Gen Forms to Your Videos

You’ve got the videos. Now let’s turn your viewers into leads.

All you have to do is put a lead generation form into your videos. Also called an email collector, it’s a simple form that asks viewers for their contact information. Those forms work well — really well. On average, one in four viewers will fill one out if they see it in a video.

There’s a science to it, though. The type of video you use and where you put your lead gen form in it can make a huge difference in how many leads you get. Put one in the wrong place in the wrong video, and only a few viewers will take action. Put one in the right spot in the right video, and as many as 65% will jump on it.

In our 2025 State of Video Report, we uncovered insights and best practices for capturing as many quality leads as possible with your videos and rounded them all up in this post.

Types of videos most likely to convert viewers into leads

Not all videos convert equally, but the ones that do well usually have one thing in common: They deliver real value.

When viewers know they’ll learn something useful or walk away with fresh insights, they’re more likely to hand over their info.

Original series and on-demand webinars

These long-form formats are top performers. They give viewers a reason to stick around, and by the end, they’ve invested enough time and attention that submitting their info feels like a natural next step.

On average, original series turn 30% of viewers into leads, while on-demand webinars convert 25%.

Sales videos, customer testimonials, and product explainers

When someone’s already curious about your product, a lead gen form feels less like a barrier and more like a next step. That’s why videos aimed at folks in the consideration stage perform so well.

On average, sales videos convert 20% of viewers, with customer testimonials and product explainers following close behind at 17%.

Brand awareness videos are the least likely to convert

Videos made to raise awareness, like company culture videos or social media clips, tend to convert less often. These types of videos are great for getting your brand out there, but they don’t always create the momentum needed to prompt a form fill.

The best places to put an email collector in a video

Timing matters. Ask too early, and you may only get under 5% of viewers to fill out the form. It’s because they’re not invested in your content yet.

Usually, the best spot is the end of the video. By that point, your audience is already engaged. They’ve stuck with you, they’ve gotten value, and they’re more open to taking the next step.

Video length also plays a role. Longer videos give viewers time to absorb your message. If the form shows up at a natural pause, it feels seamless and not intrusive.

The bottom line: Lead capture works best when it feels earned. Show real value early, build trust along the way, and then make your ask once they’re in.

To gate or ungate your video

Some video hosting platforms like Wistia let you add a “skip” button to your lead gen forms.

But should you add one, though? It depends on your goals.

If you want to capture only the most engaged viewers, let them skip. If you want to collect as many email addresses as possible, make ‘em fill it out before they can watch the rest of the video.

Keep in mind, though, that more form fills don’t always mean better leads. If someone is just entering their email to unlock the video and isn’t genuinely interested in your product or service, they’re less likely to interact with future content or turn into a customer.

Skippable forms may bring in fewer leads, but they help filter for intent. If someone willingly gives their info, it usually means they’re genuinely interested and more likely to engage and convert.

How to write lead gen copy that converts

Your form doesn’t need to be flashy or complex. In most cases, simple and specific wins.

• Be clear about what you’re offering. Use direct calls to action like “Get the full guide,” “Watch the full episode,” or “Download the checklist.” Let viewers know exactly what they’re getting.
• Keep it short. One sentence is plenty. The ask is small, so don’t overwhelm them with too much copy.
• Match the message to the video. Sharing a product demo? Offer a deeper resource. Hosting a webinar? Invite them to future events. Aligning your ask with the content keeps things relevant and effective.
• Only ask for what you need. Most of the time, an email address is enough. You can always collect more details later through your marketing automation platform or CRM integration.