Video is marketing gold. As we reported in our blog post, Top 3 Reasons Why Your Website Needs Videos, “Viewers are consuming video content more than ever before and that trend isn’t slowing down anytime soon.”
Need proof? Videos on websites are proven to:
- Increase traffic by as much as 41%. (Aberdeen Group)
- Engage users and keep them on your site an average of 88% longer. (Forbes Magazine)
- Improve search rankings and increase your organization’s chances of showing up on the first page of Google search results by 53x. (Search Engine Journal)
- Improve your site’s conversion rates by 34%. (Aberdeen Group)
Great! But once you hit record, what are you supposed to do with all your shiny new marketing videos?
Wistia is the platform of choice for most of Vital’s video marketing.
Video marketers have three main options for hosting their video content: YouTube, Vimeo, and Wistia.
Quick Cheat Sheet:
- YouTube: Best for clients who want video hosting on a budget, and/or who have the capacity and desire to create a social following for their videos.
- Vimeo: Best for clients who want to showcase videos for their own sake, rather than for marketing or conversions. (Think portfolios for professional video content creators.)
- Wistia: Best for clients who want clean, unbranded videos to drive conversions and generate marketing leads.
At Vital, we recommend that most of our clients go with Wistia. Here are 8 reasons why.
Wistia lets you produce clean, unbranded videos — unlike YouTube, which splashes its brand on top of yours. Vimeo has this functionality as well, but falls behind in other ways when it comes to marketing capabilities.
2. Conversion and Lead Generation
If you host your video on YouTube, it will queue up a list of “related videos” that have nothing to do with your brand. This is true even if you embed the video on your own site. This encourages users to bounce before you convert them. There go your leads!
Wistia lets you create CTAs to drive users wherever you want, and to capture leads if you choose to gate your videos. You can even create channels of related content to encourage users to binge on your videos.
When it comes to analytics, Wistia is the hands-down winner. YouTube and Vimeo both give you engagement analytics, but Wistia goes above and beyond with heatmapping that allows you to see which parts of your videos are being watched or re-watched. This allows you to make smart choices when optimizing existing videos or creating new ones.
4. A/B Testing
This one’s simple. Wistia allows you to A/B test two videos in order to determine things like which thumbnail, title, and content performs better. YouTube and Vimeo don’t do this. End of story.
5. Marketing Integration
Wistia wins when it comes to marketing integration. Because it’s built for video marketers, it allows you to integrate with all the biggies. Think Hubspot, Mailchimp, Google Analytics, and so on.
6. Search Engine Optimization (SEO)
Wistia automatically populates your webpage’s header with metadata, so search engines credit you for your video content and keywords. With Vimeo and YouTube, you have to do this manually.
7. Page Load Time
Vimeo is geared more toward video content creators than marketers — e.g. portfolio pages for filmmakers. Because of this, it prioritizes videos looking good over other considerations. That means bigger file sizes and slower page load times, which drive up bounce rates and drive down SEO scores. YouTube is even worse when it comes to file size. Wistia’s player is sleek and efficient, leading to by far the fastest page load times of the three options.
8. Editing Capabilities
Get this: Once you’ve uploaded a video to YouTube, you’re stuck with it. You can’t edit and replace a video file without deleting the whole thing and uploading a new video with a new URL.
Imagine you want to make changes to a video embedded on dozens of pages throughout your site. With YouTube, you’ll need to update each and every link, or risk the dreaded 404. Wistia lets you make changes easily, without starting from scratch.
Q: But Wait! What About Social?
A: It’s true that if you want to tap into a big, pre-existing network of users, YouTube is your guy. This is one reason Vital uses paid search ads to reach YouTube viewers. But, if you want to gain an organic following on YouTube, you’d better be prepared to produce binge-worthy video content at least once per week.
Considering that you’re competing against professional “YouTubers” who post like it’s their job (because it is), we recommend using Wistia to embed videos on your own website, and harnessing the power of SEO and/or PPC to drive users there.
Q: Which Platform is Most Cost-Efficient?
- YouTube is free.
- Vimeo’s paid plans run between $7-75/month
- Wistia’s pro plan costs $100/month, plus $0.25 per video
So, Wistia is the most expensive, right? Not so fast. If you’re using video to generate leads, you need to think in terms of ROI. In our experience, Wistia’s features lead to higher conversion rates. If you’re “working the plan,” that ultimately means more revenue for your business. Not so expensive now, is it?
Let’s Talk Video Marketing for Your Brand.
If you’re ready for a deeper dive into video marketing, check out our blog post, 4 Steps to a Fool-Proof Video Marketing Strategy.
Had enough of reading? We feel you. Our team of video marketing geeks would love to chat about your brand’s needs. Contact us now.