A Review of Wistia Video Marketing with Bobby Picco: One Last Tool Episode 11
Announcer: Is your digital business efforts in need of a tune-up or major overhaul? If you’re ready to get your sales, marketing, and service machine up and running, you’re going to need just the right tools. Welcome to One Last Tool, your pitstop for learning about all of the latest and greatest digital tools to get your business engine running on all cylinders. And now, here’s your resident technician, George B. Thomas.
George: All right, ladies and gentlemen, it’s George. See how I turn that on? It’s just crazy. It’s like you hit the record button, boom. That’s what you’ve got to do, though, with video. I’m super excited today because we are talking about a video solution that you might want to use for your company. But hey, if you’re sitting there and you’re listening to One Last Tool and you’re like, “I wish I could do marketing automation, but I have zero budget,” you should definitely check out WP Inbound Machine. They are our sponsor for this episode.
But without further ado, Bobby, let’s get into this. Why don’t you tell the One Last Tool audience who you are, what you do and who you do it for?
Bobby: Hey, George. Thanks for having me on the show. So I am on the customer happiness team at Wistia. One of the things I am focusing on right now is building our voice of the customer program. That’s aggregating all the customer feedback we get from our thousands and thousands of customers and using that to incite change in the products and our company.
George: We like inciting change in a lot of things. So let’s talk about at a 50,000-foot view; for those people who might live under a rock and don’t know what Wistia is–just kidding, listeners–what is Wistia, Bobby?
What Is Wistia?
Bobby: So Wistia is a video business solution. Really, part of our brand, part of our service is the content we put out to help anyone create great videos, whether that’s on a budget, whether that’s cool film techniques, getting reviews on different cameras or especially with like a new Nikon 360 camera we just did a review on. So anything to do with creating video we’re always trying to lend our expertise.
We’re also showing people in that content how to use that video. So that’s like making sure you can read analytics correctly. That’s knowing what you can do with your marketing strategy and how to incorporate video into it. That’s all in support of our video hosting platform, which is where you can upload, manage, embed your videos into your website, customize your video player, just share your videos with the world. We have an online platform just for that.
George: Yeah, and I love it. Folks, what I will tell you is I’ve done another interview. It was before the days of One Last Tool with another Wistia employee where,and you should check this out, Wistia versus YouTube versus Vimeo. You might be sitting there thinking, “Video? Did he just say 360 video?” Yes, he did, folks. It’s not the normal days of just normal video. There’s normal video, there’s 360 video.
I would beg to say that in the very near future, and when I say near future, I mean anywhere from two to five years, you will be talking about virtual reality video as well. I’m super-psyched about that. But let’s get back out of the clouds. Let’s come back down to the earth. The listeners might be wondering, “Well, you said it’s for video and it’s for business.” How does Wistia really work? What does that look like between a company and your team or your platform or your solution, Bobby?
How Does Wistia Work?
Bobby: I’ll start from the beginning of how you start using Wistia. That’s taking one of your videos that you might put on Vimeo or YouTube normally, or if you have another hosting company, you would upload it to Wistia. Once that gets uploaded, encoded for great playback on the web, then you’ll have the ability to customize your video player, setup integrations with your marketing service providers or your marketing automation platforms like HubSpot or Pardot or Marketo.
You can essentially share your video and you collect data analytics and see how your video is performing. Then depending on your level of service, if you have an automation platform, you can setup all these really incredible automations, have workflows triggered if viewers are watching videos.
George: So Bobby, we have talked about businesses and we’ve said you a lot, which leads me to my next question because folks might be sitting out there and they’re either viewing this crazy video we’re doing or listening to the audio podcast on iTunes, Stitcher and places like that. But they might be wondering themselves, well, you, me, businesses, who is Wistia a good fit for? Who is this platform made for?
Who Is Wistia A Good Fit For?
Bobby: So the wonderful thing, we’ve seen just from people that use us, anywhere from a sole proprietor promoting themselves on their own homepage or own website to massive corporations. But the main majority of our customers are small to medium-sized businesses that either have some budget for video or might have their own video department, but it’s teams that are invested in video strategy and are looking to get a lot of out of their video performance.
George: I love it. We talk about video strategy. With a strategy, it might be because you’re trying to solve something, right? So with that, I’m curious, Bobby. If you had to answer this, which you do, by the way, because you’re on this interview, if you had to answer the question “what problem does Wistia handle”, how would you sum that up?
What Problems Does Wistia Solve?
Bobby: Our main goal as a company is to make business more human and to enable other businesses to become more human themselves. Our founders thought that video was the way to do that. It’s baked into the company’s ethos. So that’s a huge part of what we’re trying to do.
So we’re trying to enable people to use video more easily and seamlessly throughout their day-to-day lives and work and use video in all parts of their company’s strategy, really. Making it easy to manage and distribute and analyze videos, we’re trying to empower as many businesses as possible to use videos for internal communications, for external communication, for marketing, for their support needs, all sorts of things.
George: Yeah, Bobby, when I think about this question, I think about how there are radical things like you can actually record a video from your browser and then just share it real quick internally. I think about things like turnstiles, where you can convert leads and calls to action where you can push people into different areas of your marketing and sales. Then I said this once already, but I think about the difference between Wistia and YouTube and how if it’s on your business, you’re not giving somebody six different ways to go off of your site.
So look, there’s a lot of problems it solves. Because there are a lot of problems that it solves, Bobby, one might think you might need your first born, your right leg, something to actually be able to be part of the platform. So what does it cost? If the listeners of One Last Tool are sitting out there and they’re like, “I’m all in. This sounds great. I need some organization. I need some strategy.” What is that going to cost them?
How Much Does Wistia Cost?
Bobby: We like to start making it available to everyone. Back in 2014, we launched a free plan. So we still have that and it’s still available for everyone in the world. However, there’s a limited number of videos you can have, but the full feature set.
So our first paid plan is from $100 a month. That goes with $150 videos and the full access to all the integrations, analytics, outside of the marketing automation contributions. Then for the marketing automation plans, and if you’re a heavyweight video user, so you’re getting thousands to millions of views, we have premium plans that are essentially customized for the needs that you have.
George: Yeah. I’ll tell you. It’s funny because most people will sit here and go, “I can probably go with the $100 plan because I wouldn’t consider myself a heavyweight.” What I would challenge you is if you’re not, you should be. One of the things at The Sales Lion we teach all of our clients is 50% of your content should be video. It should be. It is human. It is the easiest way to educate.
Anyway, I can go down that rabbit hole for a long time and that’s not why the listeners are here. They’re here to learn more about Wistia. So Bobby, talk to me about Wistia and competitors.
Who Are Competitors Of Wistia?
Bobby: Competitors, always the best subject. I’ll start with YouTube and Vimeo. YouTube is very different from Vimeo now. YouTube isn’t really a video hosting company; It’s a consumption platform. So their intention is to get more people spending time on YouTube, to be interacting with it so they can monetize. They get that from having people and an audience engaged on their platform and with their platform. YouTube, while it’s a great thing for discovery, if that’s something that’s part of your strategy, we really encourage that.
But if you want to drive users to your website, if you’re trying to have a more personal and customized experience that looks like it’s your own solution, that’s where Wistia comes in, the customized ability, the lack of being bounced to another six suggested videos that have nothing to do with your company, any number of things like that.
So then there’s Vimeo. They’ve recently launched Vimeo for business. They’ve added a few marketing engine creations, but Vimeo is like widely used for more creative side, for more of the sharing the content itself as the end product. Again, Wistia is built to enhance your business and make your business more human. So it’s just a medium of your content that we’re trying to empower you to use, while Vimeo is more about the content itself and that’s a focal point.
George: Yeah, Now, Bobby, I’m going to go off the beaten path for a second because there was a platform that wasn’t even on my radar and now is officially on my radar and I’d like to get your take or at least a brief take on Vidyard. What’s going on with them right now?
Bobby: Yeah. They’ve had some really successful growth. They got a huge injection of capital which has helped them grow quickly. So they’re more targeted towards enterprise companies. So we’re still very concerned . . . well, considerate of the small to mid-size businesses. So the functionality that we’re providing is that ease of use, the simplicity. I haven’t signed up for an account at Vidyard, so I’m not too sure how easy it is to use. I do know it’s a little more complex from what I’ve been told from colleagues and it’s a higher price point, from what I understand.
George: Gotcha. Well, this might make what you’ve said about the other three or four platforms out there, this next question, which by the way, this question really is kind of the volleyball set and you get to spike it question. What makes Wistia better than your competitors?
What Makes Wistia Better Than The Competition?
Bobby: That’s funny. I was actually just looking at NPS survey data just before this interview. It’s funny, all the people that love Wistia–people love Wistia for its simplicity and the seamlessness it offers and the control it gives you, for so much control for how the player looks, what you can do with it, what you can use it in other software, in your email marketing software, in your marketing automation software. The flexibility that Wistia gives is really like this intangible thing that seems to really make our customer base very loyal and very passionate. That’s a very intangible thing. That’s probably the most critical thing.
Our integrations are great with HubSpot, Marketo, Pardot, any of the email marketing services like MailChimp, Constant Contact, those are all these great integrations and they work very well. Then I think it comes down to the user experience of having a super-simple platform that anyone from someone who’s hardly used the internet before to a multinational corporation, just having the ability to scale the company like that I think is a testament to our platform.
George: Yeah, I would totally agree. I can be honest with you, One Last Tool listeners. As somebody who teaches Wistia to our clients, there’s something about having a tool that’s powerful, that’s pretty on the eyes and easy on the brain. Man, that’s like a one, two, three punch, Mike Tyson knock out or something right there with the Wistia platform.
Bobby, as I’ve travelled the interwebs, I’ve noticed there are really two different types of people. There are those people who are techie and just nerdy, like you and myself, and then there are those folks, well, they’re just not. So as easy as we’ve painted Wistia to be, what are some of the potential problems that a new user might actually fall into when they start using Wistia?
What Problems Might Wistia Customers Have When Using The Platform?
Bobby: The very first thing is the way you encode a media. That’s like the file type of the media. What a lot of people don’t realize is that media files are very, very complex and there are a lot of different ways to format them. Most of the file types do work seamlessly with Wistia. Once in a while you get a new customer who uploads a file and something is not quite right or it can’t be processed.
That’s really this piece of somewhat esoteric knowledge of how the internet works. That comes similar to like playback issues. That’s something any video hosting company will endure. That really most of the time comes down to a local internet connect or just a poor request from your computer to what we call a content delivery note, which is how information gets served all over the world.
George: I hate to almost even ask this, but I’m sure that there are people, but gosh I hope not. Bobby, is anybody out there uploading .wmv files to Wistia?
Bobby: I’ve seen it. Yes. I’ve certainly seen it. Yes.
George: It amazes me. Folks, please stop. Stop the insanity. Bobby, this interview has been awesome. You’ve had great answers. If people want to learn more about Wistia, if they want to connect with you, where do you want to send them?
Where Can You learn More About Wistia?
Bobby: Well, Wistia.com is a great place to start. It’s why we built the site, to be a great hub of information. The Wistia.com library is where we host all of our educational content. So if you’re new to video and want to improve your video strategy, that’s just being able to create new videos or knowing how to use videos, that’s a great place to learn more. You can always email us at Support at Wistia.com. We’re all really friendly here, very, very helpful. If you’re very interested for your business to see if Wistia is the right business solution for you, you can always email Sales at Wistia.com.
George: Very cool. Folks, I will tell you, the people at Wistia, it must be in the employee handbook that you have to be nice or maybe even before you get hired, they’re like, “Yeah, no douchebags allowed.” I don’t know what they do, but they are super great people. Also the library, Bobby, it is no joke. The things you can learn in there, people you’ve got to dive in. Whether you’re starting with video or you’ve been doing video for a while, there is knowledge in that Wistia library for you.
Folks, that’s how we roll at One Last Tool, no fluff, just great tools. So until next time, go out into the world, grab that one last tool and get things done.
Announcer: Thanks for tuning into the podcast. Now that we’ve checked out today’s latest helpful tool, you should be equipped to head back to the shop and make some repairs because when you’re looking to fix your digital problems, sometimes all you need is One Last Tool.