Measuring Video Effectiveness — WistiaFest 2015

At Wistia, Brendan relentlessly pursues simplicity in product, technology, and design. He thinks a backend service should be less like a Swiss Army knife and more like, you know, a single knife that’s extremely good at the one job it has to do. Talk to him about self-driving cars, fly fishing, or bizarre hypothetical questions, and he’ll get really riled up.

In the final presentation of WistiaFest 2015, Brendan explains the importance of measuring how your video efforts are impacting your business. We can’t be successful unless we have faith and data in balance. Data is important because it’s the thing informing us if we’re driving real business results.

When measuring video effectiveness, people still tend to look at play counts as a measure of success. However, counts don’t clue you in on how people are interacting with your video. This is where Wistia’s Heatmap comes into the picture, which produces an engagement graph to help you make your videos more effective.

Brendan highlights how Turnstile, Wistia’s email collector for capturing leads, has varying conversion rates at the beginning, middle, and end of a video. Looking at desktop versus mobile, more business video is being watched on desktop compared with mobile. Sitting on a mountain of data for business video, they began digging and asking questions around new and returning viewers to boost mobile video plays for business.

Watch Schwartz presentation to learn all about creating a balance between faith in the power of video and data to measure video effectiveness.