Chris Savage is the CEO and co-founder of Wistia. Prior to founding Wistia, Chris served in the independent film world as a producer and editor. In 2009, he was named as one of the Top Young Entrepreneurs by BusinessWeek.
In this talk, Chris discusses how business video goals are changing and expanding. He presented three types of videos people are creating for their business: conversion, teaching, and “feel something” videos.
At Wistia, the team has seen many companies make their very first video. Most commonly, companies’ first attempt at video marketing are conversion videos. The goal of conversion is money, and the idea that this type of content will increase conversion and turn into real dollars is something you can justify to your boss. By using Dropbox, a file hosting service as an example, Savage says your conversion videos may be as simple as better explaining things for your audience. Dropbox’s explainer video resulted in a conversion rate increase of 10%.
Teaching videos help you communicate efficiently. Unbounce, a landing page tool, used teaching videos to walk you through their product. In turn, they scaled themselves and saved time. People only needed to watch their videos instead of calling customer service or joining a webinar. Using teaching videos for content marketing is the way to go!
Finally, videos that make people feel something build strong connections, which will differentiate you competitively. The power of video allows you to connect with people again. Video brings humans back where the internet has removed people from processes. The goal here is scaling feelings. Making recruiting videos is one way companies are reaching to make others feel something.
As production changes and more of every type of content is happening, you should identify your specialty to hone in on. Watch Savage’s presentation to learn more about what the future looks like with new video marketers.