Our Post-webinar Playbook for the State of Video Webinar (And Why It Worked)

The big webinar that you spent weeks planning, promoting, and stressing over just ended. What now? Most companies will send a recording to anyone who registered, and they might follow up with some leads a few days later.

We thought there was a better way to keep the momentum going. Right after this year’s State of Video Live Show, we rolled up our sleeves and:

1. Created four distinct lists of leads for tailored follow-ups
2. Sent swag to the most active attendees
3. Shared a performance recap with our team
4. Embedded the recording in a top-performing blog post
5. Pulled social clips from the recording

And we made it all happen in less than 24 hours, thanks to Wistia’s tools. Let’s take a closer look at what we did.

Created four distinct lists of leads for tailored follow-ups

Fast follow-up is a great way to engage your audience when they’re still interested, but too many webinar leads sit in spreadsheets for days. And when follow-up does happen, it’s usually a generic “thanks for attending” or “sorry you missed it” message.

We believe that a great event deserves a great follow-up, and the key is to personalize it.

Before the event, our marketing and sales teams worked together to create poll questions for the live show to learn what attendees cared about most.

After the event, we used the poll answers and the Wistia + HubSpot integration to arrange our leads into four different lists. Next, we handed those lists to our business development reps so they could make sure every follow-up felt personal and relevant.

That wasn’t the only way we tailored our follow-ups. We also generated a “request a video” link in Wistia and asked attendees to send us a video for us to dub in their preferred language.

Sent swag to the most active attendees

It was awesome seeing how lively the chat was during the event. We wanted to give a special nod to the folks who kept the conversation going, so we sent each of them a custom designed Wistia mug.

Finding our most active attendees was easy. We just popped into Wistia’s audience analytics, sorted the list by the “Chats” column, and spotted the top commenters in just a few minutes.

Shared a performance recap with our team

When it comes to webinars, two things matter: how well you promoted it and how engaged your audience was. After our live show wrapped up, we jumped into Wistia and pulled these key metrics:

Promotion performance

• Total impressions, total registrations, and impression to registration rate
• Top performing channels that drove registration
• Total attendees and registration to attendee rate
• The most interesting companies that registered

Audience engagement

• Percentage of attendees who watched 50% and percentage who watched 75%
• Average focused attendee rate pre-Q&A
• Average focused attendee rate post-Q&A
• Average chat participation rate
• Total number of audience questions

We shared those metrics with the rest of our team so everyone could help fine-tune our webinar promotion strategy and make our future content even better.

Embedded the recording in a top-performing blog post

Most webinars get about 75% of their views during the live event, with the remaining 25% trickling in from on-demand viewers over the next three and a half months.

We’ve found that embedding your webinar on a blog post can keep the momentum going longer — even three times longer. Last year’s State of Video webinar kept pulling in views for a full 12 months. Within just three months, the blog post alone brought in more views than the live event and on-demand version combined.

We decided to do it again this year. We added the recording to our video marketing statistics post.

Pulled social clips from the recording

When your webinar ends, you’re sitting on a goldmine of social clips — if you can even find them. Webinar recordings are usually long, and it can take forever to dig out the most shareable moments.

That’s where AI comes in. Instead of sorting through the hour-long recording manually, we used Wistia’s AI tool to pull the best moments to share on social media.

It took us just a few minutes to turn our live show into months’ worth of social content, and we didn’t have to do any of the heavy lifting.

A good post-webinar workflow matters

By personalizing our outreach, rewarding engagement, analyzing performance, posting the recording in a highly visible place, and creating social clips, we tackled some of our post-event goals and set ourselves up for even more success down the road.