Working on adapting your business strategy during these tough times? Looking for marketing software to help your team with these strategies?
Join Gabriel Marguglio, CEO of Nextiny Marketing and some of our favorite #MarTechMasters in discussing what businesses are doing to pivot, as well as the latest MarTech opportunities for you, your company and your clients. Subscribe to our channel to stay connected with the ever-growing MarTech community as we continue to learn and grow together.
Today’s MarTech Master comes to us all the way from his basement in Boston, Massachusetts. It’s none other than the CEO and co-founder of Wistia, Chris Savage!
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What Is Wistia?
Founded in 2006 by Chris and his partner, Brendan Schwartz, Wistia has been making tools for marketers to help them better understand video, learn about measuring performance, integrate video into their tech stack, and overall just make better content.
Through the power of their video publishing software and incredible tools like Soapbox and Wistia Channels, Wistia looks to give people the tools and knowledge they need to analyze and improve their content, connect with each other, and build truly meaningful relationships with their customers, especially now when we’re forced to remain so far apart.
Related Blog: How to Run Your Business While Working Remotely
Now Is the Time to Start Using Video
With the current events across the world, most of us are forced to stay home and many are lucky enough to be able to continue working from there, but that leaves video in what seems like a grey area. How can you make video content when you don’t have access to studios, professional equipment, or the ability to collaborate with your team?
It’s true that you won’t be able to produce any big-budget videos in the near future, but you don’t need the highest-end production value to produce high-quality video content. Using the tools at your disposal—such as your webcam and Soapbox by Wistia (which we’ll get to later)—you can make impactful videos right now.
In a way, today’s circumstances have actually created a unique opportunity for people who have never touched video to get in and hit the ground running because everyone is currently playing with the same rules. Nobody has access to the tools they usually use. If you’re worried that videos recorded on your phone won’t be good enough, remember that Jimmy Fallon is recording interviews with his iPhone for The Tonight Show. Nervous about your slightly grainy webcam footage? Don’t be, the NFL Draft and American Idol are both being done with webcams and the quality of the content is just as high, even if the production value is lower.
People are realizing that lower quality footage doesn’t have to mean lower quality content and you don’t have to set off and try to create a sprawling episodic series or anything huge. Video’s ability to create a connection between people is something that we all need right now and it can be harnessed in smaller ways like simply sending video messages or tutorials to coworkers and clients via email.
How Can Soapbox Help People Make Videos at Home?
If you’re looking for a quick at-home video solution then there’s no better option than Soapbox by Wistia. Soapbox is a Google Chrome extension that lets you create professional-looking videos using your webcam and it’s loaded with the features you need to make great video content:
Quickly switch between screen sharing and webcam: Soapbox lets you switch back and forth between showing your screen and your webcam with the push of a button. This is a great tool to showcase images, slideshows, other videos, and more during your video to add value and break up the long shots of you sitting at your desk.
Easy Editing: After you’re finished filming, Soapbox lets you quickly and easily trim your videos.
Soapbox is the perfect option for those without great amounts of knowledge or equipment and gives you the power to create valuable content for people to consume as their leisure. Touch base with clients or coworkers, leave a “video voicemail”, easily create a personalized message for anyone, create information videos for customer service, and much more.
Related Blog: How to Build a Professional-Quality Video Studio at Home
Brand Affinity Marketing During a Crisis
Brand Affinity Marketing is about a brand focusing on building a strong connection with their audience by creating valuable and entertaining content that encourages people to spend time with you. This could be through videos, blogs, events, podcasts, and much more, but the key to building affinity is creating content that is binge-worthy.
Now, though, it’s very important to realize that you don’t have to stop creating content, but you do need to take a long look at your messaging and tone and make sure you’re not engaging in conversations where your company doesn’t belong.
There’s still a place for brands to continue to create their own content, though. People are consuming more content and now more than ever, people want to be entertained, educated, and distracted. It’s just a matter of re-evaluating your tone, understanding the context of the world, and adding to conversations that you are an expert in and can add value to.
We’ll use Wistia as a prime example of this. Rather than shutting down shop, they started The Wistia Creative Alliance to produce great content, help affected people, and bring value to their audience.
Related Blog: How to Build Brand Affinity With an Episodic Video Series
If you’re someone working in an essential field and you need video to continue to serve the public good but need help with video hosting costs, Wistia wants to give you free Wistia access. Contact Wistia support today if this applies to you.
Next on MarTech Masters
Next time, we sit down with Luke Summerfield, Senior Program Manager at HubSpot, to discuss the all-new HubSpot CMS along with the many other website features available.
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