Adding a video to a landing page gives visitors a low-friction way to engage, with 63% of people preferring to watch a short video when learning about a product. Moreover, 85% of people say video has convinced them to buy a product or service. This guide outlines exactly how to create a video landing page that converts:

• Where to place the video
• Which type of video to use
• How long to make the video
• Supporting elements to include

You’ll see these best practices in action with real landing page examples. Finally, learn how to add video to your own landing pages and use engagement data to increase conversions.

What Is a Video Landing Page? 

A video landing page is a single-purpose web page that uses a video placed above the fold (visible without scrolling) as the primary tool to persuade visitors to take one action. Supporting elements such as text, calls to action, social proof, and other rich media guide visitors toward that action.

Why Do Videos Improve Landing Page Conversions?

Video landing pages improve conversions by providing multiple ways for visitors to engage with your messaging while focusing their attention on a single call to action. 

In one widely cited case study, adding a video to TutorVista’s landing page lifted signups by more than 86%. More recently, Animoto observed a 179% average increase across ten pages where the only change was adding a video. But it’s not magic. Multiple benefits of a video landing page work together:

• Improve Product Understanding: Research on multimedia learning shows that people understand ideas more deeply when words and visuals work together.
• Shorten Sales Cycle: One short video can explain a product’s value, address objections, and show real use cases, expediting the customer journey. 
• Connect with Prospects: Video builds emotional connection in a way text can’t, and pairing it with real customer proof reinforces that your solution actually works.
• Get Actionable Data: A static page can only tell you so much. Video analytics show you exactly what viewers watched, so you know how to improve engagement.
• Improve SEO Visibility: With a video sitemap, your video can appear in the SERP, video results, or image results as a thumbnail, increasing your chances of being found. Adding video schema helps search engines understand and display your content. 

How to Build a Video Landing Page That Converts

There are several ways landing pages successfully incorporate videos. But regardless of how video is used, a few elements nearly always remain the same. 

1. Choose a Video Type 

The right video type depends on what you want viewers to feel or do first.

• Fullscreen Background: Immerse viewers in your product or brand experience. These videos feature the product in the context of the lifestyle it is associated with.
• Founder Video: Introduce the people behind a company to build trust quickly. Pull back the curtain by letting people see who they’d be working with.
• Product Demo: Showcase the actual product or interface in action. Best for products where seeing it work answers more questions than describing it would.
• Customer Testimonial: Put your social proof front and center. When prospects are weighing multiple companies, let happy customers make the case for yours.
• Explainer Video: Deliver your elevator pitch in a short video. Name your ideal customer’s main pain point and show how your product or service solves it.

You’ll see each of these in action below, alongside real landing pages using them.

2. Consider Video Length 

The ideal video length varies by industry, target audience, and video type; however, 71% of marketers agree that the most effective videos are 30 seconds to 2 minutes long. Dwight Zahringer, founder of digital agency Perfect Afternoon, trimmed a 4-minute video to 90 seconds, increasing conversions from 2.1% to 8.3%.

Product demos sent to prospects typically fall into the 2-5 minute range to provide all the details. But it’s common for homepage product demo videos to loop on mute. This allows visitors to see the product in action at a glance, without being asked to stop and watch. 

Don’t force a cut just to hit a shorter runtime; give the video the time it needs to convey your product’s value.

Remember the Hook

Whatever video length you land on, pay special attention to your opening hook. Capturing attention in the first ten seconds is critical.

John Beaver, CEO and founder of standing desk company Desky, saw a 23% increase in clicks by leading with a unique selling point at the start of the video.

3. Place Video Above the Fold

Place the video at the top of the page so that viewers can play it without scrolling. A video buried further down won’t improve conversions if no one sees it.

Keep in mind that “above the fold” isn’t the same across screens. Make sure you test your video landing page on desktop and mobile. 

4. Determine CTA Placement 

Shorten the path from watching to converting by placing your call to action directly next to the video and above the fold across screens. Ensure that whatever action you want viewers to take, such as requesting a demo, reviewing pricing, or subscribing, is a clear, visible button that no one has to scroll or hunt for.

If your video hosting platform supports in-player calls to action, you can prompt viewers to act while they’re still watching. Test different trigger times to see what converts best for your offering. 

5. Optimize the Thumbnail 

Your thumbnail is the billboard for your video. It’s your greatest chance to influence a prospective customer to press play. You can intentionally use the visual elements of your thumbnail to increase views (as measured by play rate in analytics). 

To create a high-converting thumbnail: 

• Stay On-Brand: Align the visual story of your thumbnail with your brand tone and aesthetic. On-brand doesn’t always mean polished. Arvind Rongala, CEO of corporate training provider Edstellar, increased conversions by 27% by swapping a design-heavy image for a screenshot of the instructor at a whiteboard, better reflecting the courses.
• Hook with a Focal Point: The first moments after a visitor lands on your page are critical. Use the video thumbnail as a hook by making the pain point its focal point. Kerry Anderson, co-founder of SEO agency RankingCo, saw a 73% higher click-through rate when the thumbnail showed the problem.
• Use Color & Emotion: Contrast makes your thumbnail stand out from the rest. Use complementary colors, like yellow and purple, to create palettes that capture attention. Use color and other visual elements to conjure emotions that motivate viewers to act. 
• Keep Text to a Minimum: Show, don’t tell, as much as possible. Use text to intentionally reinforce the video’s message or provide more context that increases the hook’s power. Avoid vague language and ensure the text is large enough to read across formats. 
• Represent the Video Accurately: Above all else, the video thumbnail must align with the video’s content. If a viewer presses play expecting one video and gets a different topic or tone, they’re likely to bounce rather than convert. 

The goal is to stop the scroll and capture enough attention to inspire action. If you have a high play rate, you know the thumbnail is working. If conversions still lag, you can rule it out and focus on other elements of the video and page.

6. Add Social Proof 

Showcasing customer success with social proof helps remove doubt. Whether in the form of testimonial quotes, customer logos, review site badges, or user-generated content (UGC), social proof increases conversions. Kevin Heimlich, CEO of digital marketing agency The Ad Firm, increased demo requests from 1.5% to 4% by adding a 15-second testimonial after its product demo.

Social proof is a powerful trust-building tool on your page. Hugh Dixon, marketing manager for moving company PSS International Removals, noticed that placing social proof near the page’s video increased conversions even when visitors didn’t press play. Don’t be afraid to combine multiple types, such as logos, badges, and testimonials, on a single video landing page. 

7. Remove Distractions 

Make sure every element of your video landing page serves a specific purpose. Your video grabs attention and persuades. Social proof builds trust. Surrounding copy adds context at a glance. The CTA directs viewers to the next step you want them to take. 

Any additional elements should similarly complete a specific job, or they become distractions and traffic-leak points. Nina Golban, SEO copywriter for solar installation company SunValue, quadrupled quote requests by adding a state-specific utility rates calculator below its video. 

Meanwhile, removing unnecessary elements, like navigation, social links, and blog posts, helps focus the viewer’s attention. Bernadette King, CEO of the marketing agency King Digital Pros, consistently sees a 30-50% higher conversion rate on client landing pages when navigation is removed.

5 Video Landing Page Examples

1. Fullscreen Background Video

Fullscreen background videos, like this GoPro example, are common in e-commerce and typically occupy nearly all of the “above-the-fold” space on a landing page. They generally showcase the lifestyle associated with the product, inviting viewers to imagine themselves within it. As covered above, autoplay and looping on mute are standard for this format.

These video landing pages are also ideal for video portfolios, such as this example from video production company Lambda Films, which features past work.

2. Founder Video

MK Law Firm uses a 30-second video to quickly connect with visitors by introducing the company founder. The brief surrounding text is written to build trust, while the prominent consultation form directs visitors to take the next step. If viewers scroll, they will discover more detailed information. But everything they need to know is visible as soon as they land on the page.

Landing Page Video Example

3. Product Demo 

Product demos are the most straightforward video format because the company shows the product directly and how it is used. This Notion example autoplays on loop. The video itself is only 10 seconds long, which is all it needs to show businesses the platform’s value for managing projects across teams. 

Above the fold, Notion focuses on driving action toward a demo request. But as soon as the visitor scrolls, they’re met with a wall of customer logos as social proof.                                

Landing Page Video Example

4. Customer Testimonial

Customer testimonial videos are most commonly used as supporting elements rather than as the featured video. In this 3 Men Movers example, the page centers its “Free Move Estimate” call to action. But directly below sit four vertical testimonial videos that can be played without scrolling on most screens. Together, the page elements build trust in a company that handles something as personal as a move.

Landing Page Video Example

5. Explainer Video

Explainer videos amplify the viewer’s biggest pain point, then showcase the ‘after’ reality they can expect from the company’s service or product. 

This SproutVideo example uses all of this article’s best practices above the fold: supporting text, CTA button, and social proof. Rather than relying on a thumbnail to earn a click, the video autoplays muted, with captions enabled, to grab the viewer’s attention.

Landing Page Video Example

How to Create a Video Landing Page with SproutVideo

Your landing page video can do a lot more than just play. With SproutVideo, your video becomes a brand-aligned asset that helps you better understand your audience. 

No matter where you build your landing page, use SproutVideo to add your video for fast, reliable playback and a player that keeps your content protected.

1. Protect the Source Video: Set the video to Private (instead of Public). When embedded, the video is playable for everyone who visits your landing page. However, viewers will not be able to directly download the video or easily share it otherwise. 
2. Customize the Embed Code: Make your video a seamless part of the landing page. Customize colors and player controls, enable autoplay or looping, toggle on responsiveness so the video plays across screens, and more.  
3. Add the Embed Code to Your Landing Page: Paste the embed code wherever the video is intended to live within your website code or builder. Most website builders call this a “Custom HTML” block.

There’s a lot more you can do. Our guides to adding a video to your website and customizing your video player are great resources for seeing your options in action. 

Next Steps: Optimize Your Landing Page Video 

You can learn a lot about your landing page from the video’s engagement data and use that data to increase conversions. 

• Play rate tells you how effectively you’re persuading viewers to watch. If this is low, start by testing different thumbnails to see if you can increase the rate. If your video autoplays, judge it by the retention graph and engagement data instead.
• The retention graph shows how well you keep their attention overall. If viewers drop off before your core message, the graph shows you where to tighten or cut the video.
• Engagement data provides insight into individual sessions: how much the person watched, where they dropped off or replayed, their location, device, and more. Gain a granular understanding of where your videos lose, confuse, or engage viewers.
• The HubSpot marketing automation integration connects viewer activity to your leads. When a visitor converts, their engagement appears in their HubSpot contact record, so you can use these insights to segment your audience and tailor your messaging.

With this information, you don’t have to guess whether your landing page video is working.

Video Landing Page FAQ

What is a video landing page?

A video landing page is a web page designed to persuade visitors to take a specific action, such as buying a product, signing up for a free trial, or requesting a demo. The video is playable above the fold, meaning the visitor doesn’t need to scroll to see it. Common elements that support the video on the landing page include copy, CTA buttons, and social proof.

Where should the video go on the page?

Place your video above the fold (visible without scrolling) on the landing page, taking up a prominent portion of the screen. This helps set it apart as the page’s focal point. Supporting elements should reinforce the video’s core messaging and build trust.

How long should the video be?

Your landing page video should be 30 seconds to 2 minutes long in most cases. Autoplaying looping videos are often much shorter, operating like a GIF that plays for about 10 seconds on repeat. 

Conversely, some products benefit from longer runtimes (2-5 minutes), such as when asking visitors to request a demo after first learning about the product. Ultimately, your video should be the length it needs to be to convey the core value of your service or product to new prospects. 

Should the video autoplay?

Whether the video should autoplay depends on your product, goals, and audience. Requiring viewers to press play gives you additional data for optimizing conversions. If your landing page video has a low play rate, you can start testing elements such as the thumbnail to determine what needs improvement.

But in some cases, a few seconds of silent video can convey more. E-commerce companies, for example, may autoplay short, looping videos of someone using the product to inform visitors without interrupting the shopping experience. 

If you autoplay a video with a spoken message, mute it and turn on captions.

The post How to Create Video Landing Pages That Convert (5 Examples) appeared first on SproutVideo.

The three most common video gates are video lead capture, video paywall, and business access control. Each video gate serves a different goal and requires different tools.

A marketing team using video lead capture to gate a webinar needs a different solution than a course creator running a video paywall for a premium library. An HR team that restricts internal policy videos to verified employees requires its own secure workflow. All three call it gated video content.

Same phrase. Three completely different jobs. 

This guide breaks down each video gate, when to use it, and how to protect content beyond it.

What Is Gated Video Content? 

Gated video content is an umbrella term for three distinct access control workflows, each built around a different condition, audience, and goal:

• Video lead-capture forms collect contact information from anonymous viewers, but they can’t verify that the submitted information is accurate.
• Video paywalls verify subscription access for paying members, but they can’t prevent viewers from screen recording or sharing content.
• Business access control gates (login protection or SSO) authenticate individual identity, but they can’t hold viewers accountable once the content is accessed.

Know your goal to find which gate you need and how to protect content beyond it. 

The Three Types of Gated Video Content

Who needs access to your video content, and why? The answer determines which type of gate you need.

Businesses commonly implement video gates using a secure video hosting platform. Many third-party tools offer gating features, but most can’t control what happens to content after viewers gain access — a gap SproutVideo has spent over a decade helping businesses close.

Video Lead Capture Gate 

A video lead-capture gate converts anonymous viewers into marketing leads by requiring them to provide contact information before the video will play. Potential customers are often willing to exchange their details for high-value content, such as webinars, sales demos, proprietary research, and thought leadership. This gate type is used for top- and mid-funnel marketing.

For example, a B2B SaaS company gates its annual State of the Industry webinar behind a lead capture form. They collect hundreds of leads and earn backlinks from industry sites that reference the data. Within 30 days, the sales team has booked demos with 40 of them.

Video Paywall

A video paywall restricts access to paying members, whether via a subscription, one-time purchase, or membership login. Viewers verify their identity each session, and access can be limited or revoked at any time.

Online courses, premium media libraries, and digital events are the most common use cases, but any business that monetizes video directly uses some form of video paywall and membership login.

Implementation varies. Some businesses use a payment processor like Stripe alongside a secure video host with login protection. Others use a third-party platform like Substack or a WordPress plugin to manage both payment and access. In either case, businesses use a secure video host to control what happens to content after the paywall is cleared.

For example, a fitness instructor launches a premium membership library of workout videos. Members log in each session to access content. Within six months, the membership library generates enough recurring revenue to replace her client work entirely. If membership payment lapses, the trainer can revoke access immediately.

Business Access Control Gate

A business access control gate (login protection or SSO) restricts video access to specific, verified, authorized individuals, rather than allowing access based on payment or subscription.

This gate type protects sensitive or confidential content, including internal communications, employee training, client deliverables, and pre-release material. 

Business access control gates often use additional restrictions to limit content access, such as allowed domains, IP restrictions, and geographic limits. These give businesses control not just over who watches, but also where.

For example, a financial services firm shares a confidential acquisition briefing with senior leadership via a login-protected link. Only verified recipients can access the video, and the firm can see exactly who watched and when.

Clearing the gate is only the first step — what happens to content afterward is where most security gaps live.

How to Secure & Protect Gated Video After Access Is Granted

Most video security gaps live beyond the gate. Controlling who can gain access is step one. Maintaining control throughout the video’s lifecycle requires visibility into who is watching and enforcement tools that go beyond access control.

Identity: Know Exactly Who Is Watching

Viewer-level login ties each viewing session to a verified identity. A secure video host captures exactly who is watching, when, from where, and on what device. This connection provides businesses with a record of every viewing session.

Environment Control: Limit Where Video Can Play

Even an authorized viewer can forward an embed code, share credentials, or log in from an unauthorized location. No video gate can prevent that. Instead, close those gaps by also limiting where video can be embedded and where viewers can watch it.

Where the video is embedded

In browser-based environments, allowed domains limit playback to approved websites. In other environments, such as apps, signed embed codes do the same job with a more technical setup. In both cases, if someone shares the embed code outside the approved environment, the video won’t load or play.

Where the viewer is located

IP address restrictions prevent playback outside an approved network. Even if a viewer shares credentials outside the organization, an unauthorized user won’t be able to access the content off-site. Geographic restrictions take a broader approach, limiting playback to specific countries or regions, which is commonly used when licensing content to specific markets.

Accountability: Trace Unauthorized Activity & Sharing

Viewer-level data doesn’t just confirm who is watching: it helps identify when content is being misused. For example, a user who typically watches on a desktop in Canada that is suddenly using a mobile device in Ireland to speed-watch certification content is a flag worth investigating.

For sensitive and high-value content, businesses can also layer visible and invisible dynamic watermarks. 

• Visible watermarks deter theft by displaying the viewer’s personal information in a partially transparent, moving label on screen. 
• Invisible watermarks travel with the video file. So no matter how it’s stolen or where it ends up, the source can be traced to hold the viewer accountable.

Together, these layers — identity, environment control, and accountability — give businesses control over video content not just at the gate, but throughout its entire lifecycle.

Build your secure video workflow: The Complete Guide to Protecting Business Videos

FAQ on Gated Video Content

What’s the difference between gated and ungated video?

Ungated video is publicly available, meaning viewers can watch without taking any action. Gated video requires viewers to meet a specific condition before playback begins, such as submitting contact information via a video lead-capture form, paying via a video paywall, or verifying their identity through a business access control gate.

How do I gate a video on my website?

Gating a video on your website starts with a secure video hosting platform that supports the video gate you need.

• For a video lead-capture gate, look for a video host that integrates with your CRM or email platform.
• For a video paywall, you’ll need membership site with login plus either built-in payment integration, a third-party paywall tool, or payment processor like Stripe.
• For business access control, use login protection or SSO and consider layering allowed domains, IP restrictions, or geographic limits.

Most third-party website platforms offer video gating as a feature or plugin. However, these gates typically only control access, not what happens to content once it’s granted.

Does gated video content hurt SEO?

No, gated video content does not hurt SEO, though it does limit what search engines can index. Search engines cannot index content behind a gate, so the video itself won’t rank, but the page hosting the video can still rank if the surrounding content is optimized.

For businesses that want to block search engine crawling, a secure video host can prevent indexing, which also protects content from being used in AI training.

Can a gated video be downloaded?

You can protect gated video from downloads with a secure video host that blocks direct downloads and protects against piracy, including screen recording, credential sharing, and embed code scraping. Learn more about protecting video from downloads and piracy.

Is password protection enough to secure video?

Password protection is a video gate that limits access to anyone with the password. But unlike login protection or SSO, it can’t verify individual identity, revoke access for a specific viewer, or hold anyone accountable for how they use the content. 

For businesses that need control throughout a video’s lifecycle, password protection isn’t enough. Use this flowchart to determine which video access restriction is right for your use case.

The post What Is Gated Video Content? 3 Types and When to Use Each appeared first on SproutVideo.

For discoverability and affordability, businesses often start with public platforms like YouTube and TikTok, which are ideal for maximizing reach and building brand awareness. But many businesses need private video features that public platforms do not provide. 

The real question isn’t, “Should I use private video hosting or YouTube?” Rather, when does each belong in a business workflow?

We asked industry experts why their businesses use private video hosting, and why they stopped treating private and public video hosting as the same thing. Their answers reveal seven reasons private hosting belongs in every business video workflow.

What Is a Private Video Hosting Platform?

Private video hosting provides businesses with an online platform for uploading, managing, protecting, and sharing videos, with precise controls over who can access them. Unlike public platforms, private video hosting services offer advanced security features that prevent unauthorized access and distribution. These features include password protection, login credentials, and dynamic watermarks. Additionally, branding customization options provide a seamless video experience, while advanced analytics give businesses tools to track viewer engagement and audience behavior.

Public video hosting platforms serve a different purpose. Built for broad discoverability and social sharing, they excel at reach and brand awareness but offer limited privacy options, minimal access control, and no protection from video piracy.

For corporate communications, gated content, and any video where restricting access or distribution is a priority, public platforms don’t provide sufficient content protection. 

When Public Video Platforms Aren’t Enough

As video takes on more critical roles in a company’s operations, certain limitations become hard to ignore. Situations where businesses consistently outgrow what public platforms provide include:

• Access Control and Content Protection: If your video is intended for a specific audience — paying members, internal employees, clients — you need access controls that public platforms simply don’t offer at the business level.
• Viewer Retention and Traffic: When someone watches an embedded YouTube video on your website, the platform suggests another video that’s often unrelated to your brand. Private hosting keeps viewers focused on your content.
• Ad-Free Viewing Experience: Public platforms are ad-supported by design. That means your product demo, your client presentation, or your onboarding video may be interrupted by advertising you have no control over.
• Actionable Viewer Analytics: Public platform analytics are built for content creators, not businesses. Knowing your total view count tells you very little about how your audience is engaging with your content.
• Compliance and Confidentiality: Businesses sharing proprietary processes, unreleased products, or confidential client work, and those operating in regulated industries with compliance requirements, cannot rely on public platforms.
• Brand Consistency and Professionalism: Embedding third-party branding (YouTube, Vimeo) hands your brand identity to someone else. Private video hosting lets you present video as part of your brand experience.

7 Reasons Businesses Use Private Video Hosting

We spoke to industry experts to learn why their businesses use private video hosting. Our panel features professionals in marketing and advertising, web and digital services, and small business ownership. Together, they share their seven reasons private hosting belongs in every business video workflow. 

1. Ad-Free User Experience

A potential customer visits your website. Interested in your offerings, they play your homepage video. They’re served an ad immediately, get distracted, and keep scrolling. The moment for engagement passes and they don’t see your product or service in action, much less make a purchase. 

This scenario illustrates how an interrupted viewing experience isn’t just an annoyance for viewers, it’s a conversion problem for businesses.

“With YouTube, viewers get distracted by unrelated ads or suggested videos that take them off track. But with private video hosting, we keep their attention on what matters, showing them exactly what we do and how we can help. It helps us convert interest into actual client connections, which makes a real impact on the business.”

— Daniel Vasilevski, Director & Owner of Bright Force Electrical

2. Video CTAs to Direct Viewer Behavior

Viewers who engage for most of a video, and especially those who make it to the end, have the potential to become high-intent buyers. Their engagement signals readiness for the next step. Private video hosting lets you capitalize on those moments with in-player calls to action and post-play screens that guide viewers to where you want them to go next.  

“We needed to ensure viewers stayed on our client’s website after watching a product demo without being lured away by suggested videos. With SproutVideo, we embed the video directly on the website, keeping users on the page and guiding them to a call-to-action right after the video, reducing bounce rates and increasing conversions.”

— Shane McEvoy, Digital Marketing Strategist with Flycast Media

3. Authorized Access Controls & Privacy Tools

Whether it’s a product launch for a select group of stakeholders, training content for internal teams, or sensitive communications in a regulated industry, some business videos are meant to reach a specific audience and no one else.

Public platforms offer three privacy settings — public, unlisted, and private — and anyone with access can use other methods to copy, download, and share the content.

For businesses, unauthorized access carries real consequences, whether reputational, legal, or monetary. A secure video-sharing workflow reduces risk and exposure.

“We supported a client in a highly regulated industry where data security is paramount. Using a private host ensured their proprietary content was shared only within their designated audience, enhancing trust and compliance.

“This focus on security and targeted delivery boosted their confidence in their product unveiling and connected them directly to their key stakeholders without any leakage or distractions.”

— Dylan Cleppe, Co-Founder & CEO of OneStop Northwest LLC

Read More: Best Practices to Securely Share Video

4. Customizable Player & Playback Behavior

A customizable video player makes content feel like a natural extension of your website or portal, rather than an embedded third-party tool. That brand consistency elevates the visitor experience and keeps viewers focused on your offerings.

Beyond how video looks, private video hosting also gives businesses granular control over how content behaves: 

• Prevent viewers from skipping ahead or watching at double speed.
• Add lead capture forms at precisely timed moments to convert engaged viewers. 
• Control autoplay and looping behavior to shape the landing page experience. 

These tools transform video from a passive content-delivery mechanism to an active part of your business workflow.

“We have control over every aspect of the video player itself, from color and buttons to layout and playback parameters. This level of customization allows us to create a custom-made video that looks natural and is embedded within our co-branded landing pages rather than a stand-alone, stock video. Each video feels more like a continuation of the page than a third-party video, which is important when you want to hold people’s attention.”

— Anders Bill, Cofounder/CPO of Superfiliate

5. Video Management and Ownership

Building a content library on public platforms carries inherent risks: policy changes, account issues, and suspension for violations often arrive with no clear explanation or reliable appeal process.

Private video hosting gives you infrastructure you control, along with organizational tools built for managing video content at scale. Folder structures, custom metadata, searchable libraries, and user permissions mean your video library is as manageable as any other business asset.

No matter where you distribute video, private hosting protects your assets. Even if your social videos are taken down, your content lives in a private account, enabling immediate recovery. For businesses that depend on video for sales, training, client communications, or internal operations, that continuity isn’t a nice-to-have — it’s what keeps the business running.

6. Detailed Analytics with Engagement Insights

Public platform analytics focus on reach and retention. They’re ideal for evaluating how well content performed on a specific platform. But they don’t tell you squat about how, or whether, it directly impacts your business. 

Private video hosting provides granular insights you can use to understand exactly how your audience engages with your content:

• Who is watching: Identify specific viewers by name or login email rather than relying on anonymous view counts.
• Where they’re watching from: Track viewer locations by country and IP address to understand geographic reach and flag unexpected access.
• What device they’re using: Know whether viewers are on desktop, tablet, or mobile to optimize video formatting and length.
• How they engage: See what percentage of the video the viewer watched, where they dropped off, and what sections they replayed with heatmaps for every viewing session.

In-depth engagement metrics like these make it easier for professionals to connect video engagement to sales conversions. And for sensitive content, that same data allows businesses to spot suspicious access patterns before a breach becomes public.

“Private hosting improves our analytical capabilities. When planning a digital strategy for a client aiming for market expansion, the detailed viewer analytics available through private video hosting platforms helped identify the precise content that resonated most with their audience, enabling a fine-tuned approach to future marketing campaigns that led to more effective customer engagement and higher conversion rates.”

— Cleppe, Co-Founder & CEO of OneStop Northwest LLC

7. Increased Sales Funnel Conversions

Videos distributed on social platforms are valuable top-of-funnel content. Public video platforms offer reach that’s hard to replicate across most other marketing mediums. It’s an ideal way to expand your reach, so your core audience can find you and build trust in your brand. 

But once you’ve won traffic to your website or landing page, make sure you keep those leads and potential customers focused on taking the next step with your business. 

With benefits ranging from branded player controls to engagement analytics, private video hosting gives you the tools to strategically move leads through your sales funnel. Once you have a direct connection with your audience, maintain it with private video hosting at every stage of the conversion and retention process.

“The clincher came when we analyzed our viewer behavior patterns. With private hosting, our completion rates skyrocketed from 23% to 71%. Why? No distracting “recommended” videos hijacking attention, and we could embed calls-to-action at precisely timed psychological triggers within each video.

“Our most profitable revelation is the advanced analytics, which revealed that viewers who paused at specific technical segments were our hottest leads. We now trigger automated email sequences based on these behavioral cues.”

— John Beaver, Founder of Desky

Private vs. Public Video Hosting: Key Differences 

The differences between private and public video hosting (YouTube, TikTok, etc.) go beyond features and cost. They reflect two video purposes within a business: broadcasting to the largest possible audience or delivering a controlled, measurable experience to a specific one. 

The table below breaks down how the differences translate into outcomes and when it makes business sense to choose one type of platform over the other. 

When to Use Public vs. Private Video Hosting

Whether you’re a B2B company using video to move prospects through a sales funnel, an online course creator protecting premium content, a marketing agency managing client video, or a business with internal training and compliance requirements, the decision between public and private video hosting comes down to what you need video to do.

Use public video hosting when:

• You want to maximize reach and discoverability
• You’re publishing top-of-funnel content for broad audiences
• You want to build brand awareness through social sharing
• You’re leveraging search and algorithm-driven distribution
• Budget is a primary constraint

Use private video hosting when:

• You need to control who can access your content
• Video is part of your sales funnel or conversion strategy
• Your content is sensitive, proprietary, or compliance-regulated
• You need individual viewer data, not aggregate metrics
• Brand consistency and a distraction-free experience matter
• Video is a revenue-generating or business-critical asset

For most businesses, the answer is both: public video platforms for reach and discovery and private video hosting for securing and managing business assets.

FAQ: Public vs Private Video Hosting Platforms

How is private video hosting different from using YouTube, TikTok, and other public platforms? 

Public video hosting platforms differ from public platforms because they are built for discoverability: distributing content to the largest possible audience through algorithm-driven social media. They’re powerful tools for reach, but offer limited control over who watches, how the experience looks, and what happens after playback ends.

Private video hosting is built for control. It gives businesses the security, branding, analytics, and marketing tools to manage video as a business asset rather than just a piece of content. Where public platforms optimize for views, private hosting optimizes for outcomes.

Is private video hosting worth it for small businesses? 

Private video hosting is worth it for small businesses when videos live on websites, landing pages, or client portals. When someone is exploring your brand, you don’t want to remind them of YouTube, or worse, send them down a rabbit hole of content unrelated to your brand. 

Private video hosting is not only worth it but essential for SMBs that share product demos, client onboarding, gated content, sales enablement, and corporate communications. 

If your primary goal is brand awareness and reach, public platforms are free and effective. However, for most small businesses, the video analytics, branding, and access controls are tools that often pay for themselves. Furthermore, most platforms offer tiered pricing that scales well for small businesses before they reach the enterprise level.

Can I use private video hosting alongside YouTube? 

Yes, you can use private video hosting alongside YouTube — and most businesses should. Public and private video hosting serve different purposes, and the strongest video strategies intentionally use both.

Think of public platforms as where new audiences find you. While private hosting is the infrastructure that allows you to convert prospects, protect sensitive material, and deliver a controlled brand experience once they do.

What should I look for in a private video hosting platform? 

Look for a private video hosting platform that offers everything your business needs to manage video content online. Here are common private video hosting features businesses look for:

• Security and access controls: Look for password protection, login controls, domain restrictions, and geographic or IP address restrictions. For sensitive content, dynamic watermarks, signed embeds, and viewer access logs are essential.
• Player customization: Your video player should match your brand, not the hosting platform. custom colors, autoplay, looping playback, and controls visibility.
• Marketing tools: In-player CTAs, post-play screens, lead capture forms, and email marketing integrations make video an active part of your conversion workflow.
• Analytics: Individual viewer tracking, engagement heatmaps, and session-level data give you insight that aggregate metrics can’t match.
• Integrations: Check for compatibility with your existing marketing stack: CRM, email platforms, and LMS tools, if video is part of your learning infrastructure.
• Support: For business-critical video, look for platforms that offer responsive human support and onboarding assistance, rather than relying solely on documentation.

Do private video hosting platforms support embedding on my website? 

Yes, private video hosting platforms support embedding videos on websites. Indeed, it’s the best way to protect videos on your website, even when publicly available. Most platforms generate an embed code you can drop into any website, CMS, or landing page.

The difference between a public platform embed and a private one is significant. A private video embed keeps viewers on your page and gives you full control over the viewing experience: no third-party logos, no recommended videos, no ads. 

The embed player also prevents unauthorized downloads, so your content can’t be pulled directly from the page. And with signed embed codes or domain restrictions, your video only plays where you’ve authorized it. Anywhere else, it simply won’t load.

How do I know when I’ve outgrown public video hosting?

You’ve outgrown public video hosting when the platform starts working against you. A few signs it’s time to consider private hosting:

• You need to know who’s watching. Whether to improve engagement or hold viewers accountable, private video hosting shows you who watched, when, and where. 
• You’re concerned about piracy or leaks. When video is a business asset, such as membership-only content or sensitive communications, public hosting becomes a risk.
• You need control after sharing content. Control content access with duration limits, the ability to revoke access, and the option to update videos without breaking playback. 
• Your videos are sales conversion tools. Third-party branding, ads, and recommended videos dilute your message and distract leads from taking action with your business. 
• You’re managing a growing video library. When video is part of your regular business workflow, you need a platform built for it, with folders, tagging, and user permissions.

If any of these sound familiar, private video hosting is not an upgrade. It is a missing piece of your business infrastructure. Get started free for 30 days.

The post Public vs Private Video Hosting: How to Choose the Right Platform for Your Business appeared first on SproutVideo.

Introducing The Business Video Playbook, an expert-backed original series that reveals how business video is used to efficiently train teams, deepen customer relationships, and accelerate sales cycles.

Join host Tim Ryan, Head of Marketing at SproutVideo, as he launches into must-watch conversations that will elevate every aspect of your business video strategy.

4 Key Takeaways from The Business Video Playbook (Ep. 1–3)

1. Business Video Converts First-Time Buyers and Breaks the Seal on Momentum

Autumn Manning recalls her earliest “send me the order form” moment. It was at an HR tech startup, YouEarnedIt. After months of daily customer immersion and thoughtful video outreach, Manning landed the first sale. She believes that first milestone generated more than revenue: it “broke the seal” for employees who’d labored over tiny product tweaks and investors watching from the sidelines.

“Once you’ve built a product that truly fits a real pain point, landing your first paid client ‘breaks the seal’ on momentum. From there, you can expand to external audiences, keep investors informed, and reveal the vision you’ve championed internally. It’s a thrilling but demanding phase of company building.”

— Autumn Manning, Founder & CEO of FAANA

Manning’s new venture follows the same playbook: record raw customer conversations, distribute rapid-fire demos and customer interview recaps, and scale outward once the internal team is convinced of product-market fit.

Watch her GTM playbook now

2. Authenticity Outweighs Production Value in an AI-Saturated Landscape

Perfection gets in the way of authenticity. This theme is echoed by every expert we’ve interviewed.

Joe Siciliano, Managing Broker at Compass Lincoln Park, has built a 35-year career in real estate by nurturing neighborhood ties. Early on, he realized that waiting weeks for a polished marketing piece meant missing the moments when clients actually needed to hear from him.

“As long as it’s truly authentic, it doesn’t matter if it’s perfect. If it’s you, that’s all that matters.”

— Joe Siciliano, Managing Broker for Compass Real Estate

Joe recommends sending two-minute, iPhone-shot videos to clients: “Hey Tim, great seeing you at the Halloween parade…stay in touch.” This personal touch helps build long-term relationships.

Watch his episode now

3. Invest Wisely in Business Video Production and Distribution

Not every video needs high production value, but it’s important to know when it does.

Siciliano differentiates between authentic, off-the-cuff content and professionally filmed property tours, especially when promoting luxury properties or reaching new heights in your career. Think about the videos you’re making and give each the level of polish it needs.

Regardless of your budget, Siciliano recommends committing to a regular publishing cadence (weekly updates, monthly market insights, or microlearning bursts) and housing everything on a dedicated video website or vlog to build branding and searchable authority.

Learn more about SproutVideo-hosted video websites

4. Know Your Customer (or Learner) Inside and Out, Then Speak Their Language

For Ethan Anderson, Director of Product Management at NOLA Education, video engagement is the difference between student success and failure.

He extends a lean market research process to educational videos: conducting user research with just five observations to uncover 70 percent of usability insights. Then, he designs videos to match students’ screen-time habits, attention spans, and expectations for speed, contrast, and interactivity.

“Talk to your users directly: ask what they liked, didn’t like, or found confusing. It’s a simple step that surprisingly few take, yet it yields invaluable, unexpected insights.”

— Ethan Anderson, Director of Product Management with NOLA Education

Paired with hands-on learning tools, Anderson’s formula drives real academic gains.

Discover his strategy for 95% success

Coming Soon: Expert Insights You Don’t Want to Miss

SproutVideo’s Business Video Playbook empowers you to craft videos that convert, engage, and build lasting relationships with no Hollywood budget required.

Don’t miss our next episode, where former reality-TV producer Alex Hoff pulls back the curtain on what makes video storytelling truly binge-worthy.

He’s sharing the same insider tricks that supercharged his career, including:

• How to build tension and anticipation so viewers can’t click away
• The simple storytelling beats that turn customer testimonials into edge-of-your-seat narratives
• Pro tips on pacing and hook placement that keep your audience glued for the full runtime

Plus, you’ll get early access to future deep dives on:

• Demand Gen Marketing: How top growth experts weave video into the buyer funnel
• AI-Powered Authenticity: Speed up production and ditch that “stock footage” feeling
• Private Video Sharing: Secure, invite-only video techniques for clients, investors, and teams
  

The post The Business Video Playbook: Proven Tactics to Boost Sales, Engagement, and Retention appeared first on SproutVideo.

We asked business owners, designers, and marketers how to leverage customizable video players; they shared real-world gains with examples you can replicate. 

When swapping out generic for customized video players:  

• Webyansh increased watch times by 34% and demo requests by 18%.
• Fetch & Funnel increased watch times by 22% and conversion rates by 18%.
• Cleartail Marketing increased watch times by 34% and conversion rates by 21%.

Discover plug‑and‑play customizations you can add in seconds. Use this guide to infuse your video player with your brand’s DNA and propel prospects straight to conversion.

Out-Of-The-Box Custom Video Player Example

Let’s begin with an example of a customized video player that uses zero coding.

Note the custom player color, hidden player controls, clickable call-to-action overlay during the video, and an end screen with hyperlinked CTA. 

Next, learn more about these features and how to elevate your experience even further.

11 Ways To Customize Your Video Player

Click any feature in the chart below to see more details and setup instructions.

1. Color Theme

Select a custom color to integrate your video player with your webpage and branding. The color is used for the play button, seek bar, and CTA overlay (if one exists).

Color reinforces brand recognition in external marketing videos. But custom colors can also be used for internal videos to represent different categories or courses. 

For example, a coding education company uses color to represent course levels. The beginner’s course uses yellow for the webpage (CTA buttons, link colors, etc) and video player to distinguish it from other offerings in the video portal.

How To Implement with SproutVideo

Customize the embed code to change the video player color. You can save embed code presets to reuse the same customizations easily.

To change the video player color for SproutVideo-hosted websites and landing pages, simply change your video website settings. 

2. Thumbnail Image

Video poster frames (thumbnails) take up much of the video player’s real estate. Use this space to reinforce your brand aesthetic and set viewer expectations with consistent design.

For example, we published multiple episodes in SproutVideo’s Business Video Playbook series, each covering how to grow a business with video. While thumbnails vary, a consistent template, style, and color scheme keeps the look professional and easy to recognize.

How To Implement with SproutVideo

On the SproutVideo platform, you can generate a poster frame from your video (still or animated for up to 8 seconds) or upload a still image, GIF, or MP4. You can also download the poster frame as a starting point for your thumbnail. 

3. Player Controls Visibility       

You’re in control of the viewing experience. You can remove the: 

• Settings Button: Disable playback speed to lock in pacing and video resolution options so viewers watch at the best available resolution for their network speeds.
• Full-Screen Toggle: Prevent viewers from watching the video full-screen.
• Volume Slider: Maintain in-player video volume. 
• Seek Bar: Prevent in-player timeline scrubbing (does not turn off arrow key navigation).

For example, a company hosts internal compliance training that requires employees to take 125 hours of classes. It hides the Settings button to prevent rapid playback speeds. This helps employees absorb the material and ensures they meet the hourly compliance requirements.

How To Implement with SproutVideo

Customizing the video embed code allows you to implement player controls’ visibility. On SproutVideo-hosted websites and landing pages, simply change your video website settings. Advanced users can also create custom controls with our JavaScript Player API.  

4. Player Size & Responsiveness

Set the size of your video player or turn on responsiveness so it automatically adjusts to your viewer’s screen. We generally recommend enabling responsiveness (with specific exceptions) to ensure all viewers can play the video, regardless of their device. 

For example, a company is attending a trade show. They plan to have multiple television screens that loop their company video. The videos need to display at exactly 800 x 450 pixels to ensure they fit perfectly within the monitor’s frame. In this case, setting specific video dimensions is favorable to provide seamless playback. 

How To Implement with SproutVideo

Customize your video embed code to set video player size or enable responsiveness.

5. End-screen Customization 

Direct viewer action or add interactive elements with post-play end-screen customizations. After the video plays, you can prompt viewers to sign up for a demo, watch another video, or grab a downloadable resource. You can also use iframe HTML to embed quizzes, add an order form, and allow newsletter signups—the possibilities are endless with minimal coding.

For example, a software company shares product walkthrough videos on its website. When the video ends, a demo sign‑up landing page appears right in the player, prompting viewers to take the next step.

How To Implement with SproutVideo

A custom post-play end-screen is an out-of-the-box SproutVideo feature that can be enabled when customizing your video’s embed code. You can keep it simple: choose colors and add hyperlinks with basic HTML to direct viewers to other videos or pages. Or, take it up a level using iframe HTML elements to add in-player forms, quizzes, newsletter signups, and more. 

6. CTA Overlay

Direct viewer action with in-player calls to action during the video. These pop-up overlays appear in the top‑right corner at the time you choose. Add your custom call to action text and a link to your chosen destination URL. CTA overlays also match the video player’s color theme, reinforcing your branding during playback.  

For example, a clothing line debuts its newest collection with a runway video. During the trench coat reveal, the company notices an engagement spike. To take advantage of this peak in viewer attention, they add a CTA to order the coat during this part of the video. 

How To Implement with SproutVideo

For SproutVideo users, you can easily enable in-player calls to action in video settings. Once toggled on, the CTA is enabled, so there is no need to update the embed code. It will also appear if you share videos via SproutVideo-hosted websites or landing pages.  

7. In-Player Lead Capture

With lead capture forms, you can collect viewers’ contact information in exchange for access to your video content. This form restricts access at the beginning of a video. However, you can also use playlists to give before you gate, which is the practice of offering value first to build trust before requiring opt-in for in-depth solutions. 

For example, check out the two-video playlist below. The first video ends and seamlessly transitions to the second video, which requires opt-in via the lead capture form.

Want To See More? Watch the full episode (sans lead capture) here

How To Implement with SproutVideo

For SproutVideo users, an in-player lead capture form can be easily enabled and customized in video settings. To give before you gate, build a playlist with an ungated video followed by a gated video. When customizing the playlist embed code, toggle on auto-advancing. 

You can also use lead capture forms and share playlists on SproutVideo-hosted websites and landing pages.

8. In-Player Video Sharing

Allow viewers to share your video on social media directly from the video player while watching. Viewers can select the sharing icon, choose a platform, and share your video without interrupting their experience. 

For example, a music artist hosts a listening party for their debut album. They invite a few hundred people to their live stream party and encourage viewers to invite others to join. With social sharing turned on, viewers can share it to their feed without leaving the live show. 

How To Implement with SproutVideo

You can turn on in-player social sharing for individual videos or account-wide. Adding an embedded (canonical) URL to all videos with social sharing is important because this URL allows social media viewers to find their way back to your website. 

9. Playback Behavior

Set your video to play and replay automatically. Marketers often use autoplay for videos embedded on landing pages to grab attention instantly. Looping a video can enhance engagement, particularly when used in a GIF-style format (as seen here).

For example, a sports camera company‘s homepage features a high-resolution video above the fold. The silent video autoplays and loops continuously to showcase the camera in contextual settings while extending the company’s lifestyle branding. 

How To Implement with SproutVideo

Customize your video embed code to toggle autoplay or looping. On SproutVideo-hosted websites and landing pages, simply change your video website settings. Most browsers do not support autoplay with sound. However, videos will play with sound on browsers that allow it. 

10. Custom Embed Parameters

Using embed code parameters, you can change the video player’s appearance, feel, and behavior in even more ways.

SproutVideo-specific examples include: 

• Volume: Launch the player at a specific volume.
• VTime: Start the video at a specific time instead of the beginning.
• CC: Automatically displays subtitles.

The customization features we’ve covered up to this point are all out-of-the-box SproutVideo features. But you can manually add and combine embed code parameters for even more customization. 

For example, an online course creator wants to see which students are most engaged. They add “vemail” parameters to their video embed codes, which allows them to track the individual viewers by email address in engagement metrics. 

How To Implement with SproutVideo

With custom parameters and some HTML knowledge, you can add additional customizations to your embed code. Explore the list of options and see detailed instructions here.   

11. Fully Custom Video Player 

Create your custom video player from scratch. Start with a stripped video player, then add your custom styling with HTML and CSS. This advanced option provides endless possibilities for creating your branded video player. 

For example, a B2B SaaS company sells employee training software to enterprises. The company wants all its offerings to be white label, including the video player design. Therefore, it builds one from scratch to create a video player that businesses won’t find anywhere else.

How To Implement with SproutVideo

This advanced option requires our JavaScript Player API and the skills or assistance of a developer. You can also reference our resource on building a simple custom video player. 

Next Steps: Video Customizations Beyond The Player

A customized video player is just the beginning. Your business video experience may include additional features like automated subtitles for improved engagement, security measures to protect content, and analytics tracking to improve performance. Explore the possibilities with our other resources:

• Best Practices to Securely Share Corporate Video
• 5 Most Valuable Video Metrics to Measure Success
• 7 Reasons Businesses Use Private Video Hosting Platforms vs YouTube

The post Customizable Video Player: 11 Ways To Boost Branding & Conversions appeared first on SproutVideo.

We asked professional marketers and business owners to share their tips with real-world examples. Use their insights to inspire your next video lead generation campaign. 

Why Video Lead Generation Matters

With strategic video lead generation, you can increase the number of people who take the step from awareness to lead. On average, for every one hundred people who watch your video, about three will enter your funnel by joining your newsletter, downloading an opt-in resource, starting a free trial, etc. 

The benefits of video lead generation include:

• Encourage Brand Interaction: Motivate viewers to engage with your value-added resources, which fosters trust and prompts action.
• Increase Opt-In Conversion: Use video to provide significant value upfront then extend the value with gated next-step solutions, which lowers opt-in hesitation.
• Expedite Path To Purchase: Leads enter the sales funnel with awareness of your brand and the knowledge they need to make decisions, accelerating purchase momentum.

Every business needs a pipeline of leads to generate sales. Video makes it easier to create connections, showcase value, and move prospects into and through your sales funnel. 

3 Step Quick-Start Guide to Video Lead Generation

1. Test content and channels: Use video analytics and conversion data to determine what video formats and channels are most effective. Social media, advertising, and high-intent landing pages are common top-of-funnel channels. 
2. Include a call to action: Before, during, or after the video, include a call to action that directs traffic toward a logical next step for the viewer.
3. Capture with lead magnets: Extend the value of your video with high-value gated solutions. The best lead magnets are generally free resources that people would otherwise buy, such as audits, templates, mini-courses, etc.

10 Types of Videos That Generate Leads with Real Examples

Make viewers excited to join your audience by understanding their problems and providing solutions that compel them to engage with your brand. With examples from marketers and business owners, here are twelve types of video to amplify your lead generation goals.

Testimonials That Walk In Their Shoes

Generic testimonials build social proof but rarely provide enough value to motivate action. However, in the expert example below, Joubert helped prospects build confidence in their service by sharing the process. Instead of interviewing the client after her experience, this day-in-the-life testimonial brings viewers along for the journey, which helps them build confidence that the product or service will work for them. 

• Challenge: Most testimonials build trust but don’t convert.
• Solution: Let viewers experience the transformation, not just the outcome. 
• Why It Works: Increases prospect confidence and builds brand credibility.  

Explainer Videos That Feel Personal

Explainer videos are often the first touchpoint between your brand and a prospect, but most fall flat because they center on the product or service. In the expert example below, Kanodia flipped the script. Instead of pitching services, her team led with the emotional friction their audience already felt: writer’s block. 

• Challenge: Most explainer videos pitch features, not feelings.
• Solution: Empathize with pain points and provide a clear next step.
• Why It Works: Prospects feel understood and motivated to explore your solution. 

Educational Content To Compel Action

Teaching your audience builds trust, but tying that education directly to your product drives conversions. In the expert example below, Singh didn’t just explain how to make websites faster; he showed the impact of poor performance. Furthermore, the content solves a specific problem that his services can fix.

• Challenge: Viewers build awareness and appreciate value but don’t act. 
• Solution: Tie prospect problems to product-driven outcomes.
• Why It Works: Positions your offer as the next step after understanding the issue.

Behind-The-Scenes Of Real Results

Typical behind-the-scenes content provides a peek behind the curtain of your company. However, this content usually highlights a company’s process rather than what a customer can expect when working with that business. In the expert example below, Barz showcases how their platform affects real-life scenarios and benefits everyone involved. 

• Challenge: Focuses on company tactics instead of how those tactics impact customers. 
• Solution: Highlight how your solution improves outcomes for customers.
• Why It Works: Bridges the gap between company process and meaningful outcomes.

Thought Leadership with Transparency

Most content teases results without revealing the how. However, in the expert example below, Peter built credibility and sparked high-value conversations by walking prospects through a transparent strategy they can use. This kind of “steal-our-playbook” video shares the thinking and the tools, which earns trust and motivates action.

• Challenge: Most thought leadership content shares wins but hides the process.
• Solution: Share the playbook, including wins, missteps, and resources.
• Why It Works: Builds credibility and sparks action by offering replicable value.

Before & After Videos That Resonate

Before-and-after videos often spotlight surface-level results without context, leaving prospects impressed but not motivated to act. It’s not enough to show changes—the transformation must be relevant to prospects. In the example below, Gundermann succeeded by spotlighting a local project and targeting people in nearby communities, positioning the company as a local go-to expert.

• Challenge: Viewers admire the results but don’t connect them to their challenges.
• Solution: Create a transformation that resonates with a specific audience.
• Why It Works: Viewers see themselves in the “before” and trust your company to help them achieve the “after.”

Product Demonstrations That Tell A Story

Generate leads with product demonstrations by placing your products or services in real-world situations. Instead of centering the product, focus on a specific use case to build a compelling narrative. This content inspires viewers to consider how they might use the product.

• Challenge: Most demos highlight product features without an applied use case.
• Solution: Show the product in action within a relatable scenario.
• Why It Works: Viewers visualize how the product or service fits into their lives.

Best Practice Content That Disrupts The Status Quo

If best practices don’t evolve, they stop working. Share a provocative, fresh take on your industry with proof to back up the claims. This strategy works best when the “hot take” is commonly felt but rarely said out loud, as shown in the example below. 

• Challenge: Common industry advice slips into redundancy and convention.
• Solution: Confront industry norms with proof and CTA.
• Why it works: Bold messaging cuts through noise.

Narrative Storytelling With Product Placement

Narrative brand stories convert without directly selling your product or service through sharing emotional transformations. In the expert example below, the couple’s wedding story indirectly promotes the product by promising an unforgettable experience of their own. Businesses might produce scripted narratives or skits meant to appear spontaneous. 

• Challenge: Great stories grab attention, but they don’t always sell.
• Solution: Tie your product to the emotional outcome your audience wants to feel.
• Why It Works: People crave that same emotional payoff.

Video Library Built for Search 

Without built-in discoverability, video content relies on active promotion to reach new prospects. Instead, use search everywhere optimization tactics to create an evergreen library with videos that answer high-intent questions. This approach makes videos discoverable, producing long-term leads.

• Challenge: Without search optimization, old content fades into the digital void.
• Solution: Attract leads passively by optimizing videos for discovery.
• Why It Works: Leads are frequently lower-funnel viewers ready for conversion.

How To Capture Video Marketing Leads

You’ve done it! A viewer is compelled to take action. But how do they move forward? Here are four ways to capture lead contact information before, during, or after your video.

Embedded Sign-Up Form

Place a sign-up form on the same page as your video or link to one from the video itself. You can integrate this approach into any website as a simple and effective way to capture leads. 

Embedded sign-up forms are often preferred because they encourage opt-in without disrupting the video experience. Embed forms promote newsletter subscriptions, free trial sign-ups, downloadable resources, and more. 

• Works Best For: Passive lead generation, directing traffic from social media, website or blog content, and most other scenarios. 
• How To Implement: Most email marketing platforms and website builders provide contact forms and allow platform integrations for easy lead capture. 

Gated Video Lead Capture

The perceived value of gated content must outweigh the friction of sharing personal details; otherwise, potential leads will bounce and never complete the form. In the expert example below, Garcia recommends providing value in the first video and gating the rest. This approach can be accomplished with an auto-advancing playlist and lead capture tool. 

• Works Best For: Premium videos, like webinars, white papers, and mini-classes.
• How To Implement: Choose a private video host with lead capture tools. 

In-Player CTA During Video

Entice viewer action during the most watched moment of your video or promote your lead magnet at the most relevant point with in-player CTAs. You can push viewers to gated resources, linked sign-up forms, discounted offers, or anything else. 

• Works Best For: Leveraging peak moments of interest for immediate action.
• How To Implement: Use in-player CTAs through a private video host and when available on social media (i.e. YouTube)

Post-Play Screen CTA

When a video finishes playing, display a post-play screen with a call-to-action such as a link, text, or sign-up form. This method works because you’re targeting the viewers who watched your video to the end. It encourages action by following up directly after the video concludes. 

• Works Best For: Encouraging engaged viewers to take action by extending value.
• How To Implement: Choose a private video host that offers custom post-play screens. 

Next Steps: Convert Leads & Retain Customers with Video

Once you’ve captured a lead, how do you convert them? Continue learning with our article on enhancing your sales funnel with video, or check out related resources below: 

• Go-To-Market Strategy: How Founders Convert Customers with Video
• How To Embed Video In Email: Expert-Backed Best Practices
• Video Content Distribution: How to Maximize ROI Across Channels

The post Video Lead Generation: How Experts Use Video To Capture Leads appeared first on SproutVideo.

Prospective home buyers most often see a home online first. Their initial touchpoint is usually a video, either of the homes they’re interested in or an agent they might want to work with. For this reason, video marketing is essential for real estate agents and brokers. 

We had the privilege of chatting with Joe Siciliano, a managing broker with Compass’ real estate brokerage in Chicago. Siciliano has 30+ years of experience in real estate, and Compass is the largest residential real estate brokerage in the United States by sales volume.

In this short interview with Joe Siciliano, we uncover dozens of practical tips for incorporating video to build stronger business relationships, gain new listings, and sell more homes. Learn how to leverage videos that drive action as a real estate agent.

Video Marketing for Real Estate: A Guide To Building Connections

Use Video To Build Your Authentic Brand

“Be authentic and build genuine connections with clients. Taking action now is more important than waiting for it to be perfect a month later. You’ll figure it out as you go.” 

Joe Siciliano, Compass

Siciliano’s primary message on video marketing for real estate agents is to be authentic and build your brand. He reiterates that authenticity is more important than perfection, and video is an easy way to showcase your expertise and personality. 

Reach Out to Five People Daily

“Video, over the last 10-15 years, has become an integral part of our business in many ways. It goes back to making truly authentic connections with people.”

Joe Siciliano, Compass

Siciliano recommends reaching out to five people in your sphere of influence daily. For example, if a past client recently visited Hawaii, reach out to inquire about their favorite part of the trip. 

Share five personal messages in short, two-minute videos across your network daily. This regular action will multiply your impact over time. Production level isn’t important here; it’s all about connecting with folks through authentic exchanges. 

Share Your Expertise on Social Media

“You want to be a go-to resource for clients. For example, a video on the ‘Top 10 Things to Consider When Buying Lakefront Property’ provides insights that build credibility and trust.”  

Joe Siciliano, Compass

Create niche-focused videos that highlight your specialization. For example, an agent specializing in lakefront homes can use video to demonstrate expertise and provide unique value. In this way, you leverage video to solve problems and answer client questions.

Create A Video Website (or Vlog)

“You’re never going to compete with Realtor.com from a sheer number of views—but don’t try to be all things to all people. Agents use their website to showcase their team, philosophy, video testimonials, and thought leadership.”

Joe Siciliano, Compass

A 2024 NAR survey, Profile of Home Buyers and Sellers, showcases opportunities for agents to stand out. The study uncovered that sellers expect agents to list homes on their websites in addition to the MLS. 

Yet, only 46% of agents market homes for sale on their website, leaving an opening for many agents to up their game. The survey revealed that home shoppers value websites visually representing the property with detailed property information and floor plans. 

Learn More: How to Make Your Video Website MLS Compliant

Consistency Is Key

“Consistency is key. Commit to your schedule—whether it’s one video a week or a month—and stick to it. Over time, your audience will value your insights and remember you when they’re ready to buy or sell.”

Joe Siciliano, Compass

While patience is essential, agents who embrace video as a consistent practice gain the most success. Siciliano suggests creating a realistic posting plan, given agents’ hectic schedules.

Invest In Production

“When showcasing homes, video quality is super important. The seller expects it to be a beautiful production with great lighting—everything has to be right. If I’m professional, my video needs to look professional.”

Joe Siciliano, Compass

When creating content to showcase your expertise and the homes you’re selling, Siciliano strongly recommends hiring a professional videographer and editor to ensure clients recognize your professionalism immediately. Ultimately, it’s worth investing the money into producing professional-level videos as a real estate agent.

More Actionable Insights for Marketing With Video

“This business is developing relationships and nurturing those relationships for a long time.” 

Joe Siciliano, Compass

Ready to level up your video marketing? Watch the interview for more actionable tips and video content ideas from real estate veteran Joe Siciliano. You’ll gain at least one new idea to add to your video marketing playbook—whether you’re a real estate agent or not.

Or check out our other resources on video for business:

• Create A Professional Video Website in Minutes
• Maximize Video Marketing Distribution ROI
• Why Businesses Choose Private Video Hosting

The post Video Marketing for Real Estate: Ideas from a 30-Year Industry Veteran appeared first on SproutVideo.

To this end, companies rely on video to increase sales more than any other format. In fact, 80% of marketers credit video for directly increasing sales. 

Video is effective because it builds emotional connections. Emotional connections generate a 306% higher lifetime value over satisfied customers. There is no easier way to break through the noise than with a sincere or humorous moment that lightens viewers’ hearts. 

This article covers how to use video at every stage of your sales process. So no matter where or how someone engages with your company, they receive the value your business offers. 

Benefits of Video in the Sales Process

Weaving video into your customer experience yields benefits for both the consumer and the company. Here are a few ways video helps move leads toward conversion and retention. 

Jump-Start Discovery & Consideration 

Videos are easy content to digest. If someone discovers your brand or product and likes what they find, a library of video content makes it easy for them to learn more and become invested in obtaining your product or service. 

Supplement Your Customer Journey

No sales process is one hundred percent linear. Planning the customer journey is essential for good marketing, but the goal is to meet people where they are. In this case, that might be social media, their email inbox, your website, or a Google search.

Foster Trust & Showcase Values

Video is a powerful storytelling medium. Tell the story of your company. Share its greater “why” with those you intend to serve. Or showcase how your products and services improve people’s lives. By uplifting your company’s mission, you create an opportunity for viewers to emotionally connect with your brand in a meaningful way. 

Save Time for Customer Support & Sales

Knowledge bases and support documents have become commonplace, especially with enterprises. But text-only resources can quickly become overwhelming for someone already frustrated with a roadblock. Video for customer service provides visual, step-by-step solutions to specific questions and common hurdles. 

Elevate Your Brand

It doesn’t take much to create a professional website with the plethora of online platforms available. Presenting a business that consumers can trust is often found in the details, like consistent branding, good grammar, and responsive support. But another way to quickly elevate a brand is with a high-quality sales video. The video acts as an introduction to your brand. And a well-made video can quickly establish a baseline level of trust with the consumer. 

How to Use Video to Increase Sales

A video that is valuable to consumers in the awareness phase usually doesn’t translate to retention. Instead, create sales videos that cater to various stages of the sales process. This strategic and valuable content will move your target audience closer to conversion. 

Showcase the Value of Your Products 

Introduce leads to the value of your company and its products or services. This might include product demos, explainer videos, and brand stories to be used as advertisements, on social media, and embedded on your website. 

Create Value in Your Niche 

Produce value for your ideal audience. The tried-and-true way to garner trust and build loyalty is by providing valuable information that makes customers’ lives easier. Create helpful information on topics relevant to your industry; this will naturally lend to strong customer relationships. 

Entice Leads with Inside Information

Provide an in-depth look into your products and services. Give leads a peak behind the curtain to stoke interest and promote continued engagement with the brand. This encourages super-fans to congregate around your products and services. If your business can ignite customer passion, your brand awareness will rapidly increase by word of mouth. 

Boost Email Open Rates

Email marketing remains one of the most cost-effective ways to convert leads into buyers and maintain contact with loyal ones. Encourage engagement by incorporating video in your email campaigns, then use video analytics to evaluate success. Just using the word “video” in email subject lines can increase open rates by 6%. 

Personalized Support Messages

Allow your support team to offer snippets of value, provide a moment of validation, or offer their opinion on best practices. Video provides the opportunity to provide personalized value in short video responses, without replacing text-based support. These should be supplemental, allowing the customer to choose whether to engage with the video or quickly solve their issue via text. 

Types of Sales Videos (with Examples)

The goal of any sales video is to move prospects further down your sales funnel. Any video created to improve the customer journey can be considered a sales video.

Product Demos

Product demos provide the experience of using or handling a product. They highlight standout features and the unique value propositions your product or service offers. Product demos are used throughout the sales process and can be valuable for generating awareness just as much as converting an interested consumer into a buyer. 

Sony Headphones

This combination of an explainer video and product demonstration excels at highlighting the headphone’s standout feature: noise cancellation. Within 15 seconds, the main value proposition for these Sony headphones is perfectly conveyed.

The rest of the video highlights the product’s many features while following young people moving throughout the city, seamlessly engaging with others. 

Frequently Asked Questions

Frequently Asked Question (FAQ) videos expedite the time between discovery and purchase by allowing the consumer to get their questions answered immediately. Have you ever had the experience of discovering a product, watching video after video to learn more, and getting excited? 

FAQ videos allow consumers with some knowledge of your brand to dive deeper into the experience before deciding to purchase, making these videos highly effective as middle-of-the-funnel content. 

Nespresso

Nespresso is known for creating tantalizing product demos. But their information content is perhaps more impressive, albeit underrated. 

This is the ideal “consideration” stage video. The lead has heard of Nespresso, and maybe even tried the coffee. But they don’t understand the unique pods Nespresso machines use. This 5-minute video not only explains the range of coffees available for use with the machine but also provides backstory into how the company began and how to make the perfect cup of coffee. 

Explainer Video

Explainer videos are the ultimate top-of-the-funnel content. Consider this the elevator pitch for your product. Companies have made some truly clever explainer videos to garner public interest.

These videos highlight a common customer pain point and showcase how the product or service is a transformative solution. The result is emotional catharsis for the viewer and a clear understanding of why your business exists. 

Puls

Puls conveys its value to consumers in 30 seconds: the company will set up or fix your digital goods any day of the week. Not only does it give a wide array of potential reasons to hire Puls, the video shows you how easy it is to book the appointment online.

This is a great example of a video that centers its message. There’s nothing fancy about the production — and there doesn’t need to be. The value of Puls quickly becomes apparent.

Brand Story 

Professionalism and providing free value go a long way to building trust with consumers, which is important for making the sale. But it is easier to establish trust through shared values, personal stories, or the service-based mission that leads a company forward.

Brand story videos are usually on a company’s About page, shared across social media, and sent to media contacts for additional distribution via press request. 

Etsy

This brand video is a masterclass in visual storytelling. Etsy is an online marketplace where makers and crafters sell their goods. This short ad successfully showcases its value to the consumer and small business owner. We see a mother connect with her son by embracing his interests in the fantastical, while the small business owner can visualize the positive impacts their goods will have on buyers.

Case Study

A case study provides a real example of how your company has positively impacted one of your buyers or clients. It paints a “before” and “after” picture, then discusses how your product or service was able to produce those results.

This bottom-of-the-funnel content is highly effective at converting curious leads into customers. Case studies are ideal for B2B companies that want to present proof of past success to prospective clients.

HubSpot

Avison Young is a real estate service provider with worldwide branches that use different customer relationship management (CRM) systems. In the United States alone, Avison Young increased broker CRM adoption from 23% to 90% — just by switching to HubSpot.

The video centers the before and after transformation for Avison Young, allowing the viewer to imagine how HubSpot could improve their business as well.

Personalized Video

Customer support and direct sales are perhaps the most underrated uses of video. With the rise of short video content, consumers have welcomed casually-made vertical videos. Companies can use this to build stronger relationships with current leads and customers. 

Personalized videos allow the customer to receive specialized attention, making them feel seen, instead of just another customer. This generates loyalty and retention. Another approach to personalized videos that have become popular is the personal achievements video, which highlights your platform-specific wins based on that year’s data.  

Example: A customer support person is answering a complex support question. They share a short screen recording alongside text-based information on how to solve the issue. They include a voice-over that validates the customer’s experience while providing an easy solution.

Nike

Nike outdid itself with 100,000 personalized achievement videos. Designed to retain Nike+ users, the video uses 2D-styled 3D animation to bring French illustrator, Mcbess’ illustrations to life while showcasing the viewer’s specific running achievements in 2014. 

There are plenty of lower-cost ways to achieve a similar video that engages your audience and encourages them and celebrates their success. But this type of personalized video effectively builds an emotional connection between your platform and the user by encouraging them to appreciate the progress they’ve made and inspiring them to continue. 

Customer Stories

Customer stories are emotional powerhouses in marketing storytelling. Similar to testimonial videos, they generally have greater production value and cut-away scenes. By focusing on a specific customer and their unique journey, this middle-of-the-funnel content allows viewers to easily relate by imagining the customer’s transformation as their own. 

Peloton

This customer story features a mom who bought a Peloton after giving birth to her first child. She talks about the Peloton groups she belongs to that help her stay motivated. “We’re all on our own journey but we’re never alone,” the one-minute video concludes. 

People in the comments shared their own stories and how they can relate to her. Peloton created a series of videos like this, allowing people from various backgrounds to find themselves in the content and feel the potential transformation the product offers.  

Best Practices for Effective Sales Videos

Create Tension & Resolution

Remind viewers of frustrations and create a sense of conclusion by showcasing the transformation your solution provides. This can be applied to any type of sales video. A brand story, for example, highlights the personal struggle or business conflict that inspired the company. A case study highlights what wasn’t working and why a company was instrumental in creating the current success. 

Know Your Audience 

Center your ideal audience in everything your business creates. Even the way a brand story is told should consider the pain points and experiences of the audience. A sales video can exceed expectations by stepping into the customer’s shoes, understanding what they value, and showcasing how your company provides the next level of service in that industry.

Determine Your Hook

A sales video should “hook” the viewer within eight seconds. A hook is anything that convinces the viewer to watch the video. Some examples of hooks include humor, storytelling, pain points, and questions. 

Value The Audience’s Time

Video lengths vary greatly depending on the type of content you’re producing. Explainer videos typically run 90 seconds or less, while an FAQ might be up to 20 minutes long. Always consider your viewer’s time. Eliminate superfluous material and get right to providing value. 

Tell the Story With & Without Audio

It’s highly likely that your video will be watched without sound. Especially across social media, videos are often watched muted and/or with subtitles. Therefore it’s important to consider how much of the story your video conveys through visuals alone.

Even with the option to display subtitles, craft a video your audience can understand without sound. Another approach is to create a hook so compelling that it convinces the viewers to turn on the sound.

Include a Call to Action

What action do you want viewers to take after watching the sales video? This call to action might be as simple as “Shop Now” or “Get a Free Trial.”

You can also use a call to action to entice viewers further down your sales funnel by highlighting related videos, sharing freebies, or setting up a call with the sales team. 

The process of moving leads from discovery through retention can be messy. But driving sales with video cleans up the process, allowing you to reach potential customers wherever they are. 

Ready to start brainstorming script ideas? Or, learn how to effectively use emotion in video storytelling and get inspiration from this list of the best explainer videos. Our library of helpful content can also teach you how to produce high-quality animated videos or discover special effects that can help your content stand out. 

The post Strategic Guide to Increasing Sales with Video + Examples appeared first on SproutVideo.

These days, customers commonly seek out information to solve their issues, only contacting the company if those answers cannot be found. 

This has prompted businesses to create knowledge centers that support customers’ needs, and video is the ideal medium.

In fact, video can be used for support and retention throughout the customer’s journey. 93% of consumers appreciate it when companies include post-purchase video instructions.

In this article, we will discuss the many use cases of video for customer support and retention, and how to generate customer loyalty with high-quality video support. 

What is Video Customer Support?

Video customer support is when a business uses video to convey helpful or instructional information at any stage of the customer’s journey.

Video might replace or supplement text to create an engaging experience. It can expedite response times and increase communication clarity between the customer and support staff. 

Why You Should Use Video for Customer Support 

Customer service isn’t just about ensuring a smooth sale. Its goal is also to create a frustration-free experience at every point of interaction with your company. The following are five reasons why video is the optimal medium for customer service.

• Streamline Video Support: Video can provide your support team with the ability to quickly receive and share video demonstrations to easily solve customer issues. 
• Create Quality Control: Video can be used to teach new support hires how your company approaches support and what to do in difficult situations.
• Provide Immediate Answers: Customers can become overwhelmed by large text-based knowledge articles. Make it easy to absorb the information with video.
• Reduce Support Tickets: You can continuously improve the knowledge offered at each stage when video customer support is woven into the customer’s journey. In turn, you create a seamless customer experience, reducing the need for people to reach out. 
• Reward Customers: Reward buyers with in-depth and exclusive content. These bonus offerings encourage a community to form around your product or service.

7 Ways to Use Video for Customer Support & Retention

Video Knowledge Base

When using instructional materials, 83% of people prefer watching videos over reading text. Therefore, adding videos to your knowledge base can make it more effective as a whole.

Start by determining what questions your support team answers again and again. Then, create instructional videos that demonstrate how to complete the task or solve the issue. 

Finally, utilize video SEO to make it easy for users to find the answers they need. This will also boost your organic reach. Those searching for specific answers may stumble upon your company and decide to test your products or services against the competition.

This way, your video knowledge base can serve customers at the bottom of your marketing funnel and build awareness for those near the top. 

How to Use Video

• Boost Organic Reach: Improve SEO with a library of direct and helpful how-tos.
• Automate Support: Allow users to immediately find solutions to their problems. 
• Make FAQs Shareable: Create and easily send videos that answer common questions.

Customer Service Training Videos

Video is a highly effective medium for training. When attempting to create a consistently high-quality customer service experience, video training can be used to prepare new hires, infuse their job with purpose, and encourage them to share their insights and ideas. 

In our examples of customer service videos below, former CEO Vineet Nayar outlines his case for putting employees first. He discusses his strategy as a leader and argues that exceptional employee service starts with the company’s actions. This highlights the importance of customer service training materials that reflect modern working culture. 

How to Use Video

• Train New Hires: Create consistently high-quality service with your support model. 
• Lead with Purpose: Inspire employees with the purposeful mission of your business. 
• Create Dialogue: Encourage new hires to share their ideas for how to improve their job. 

Welcome & Onboarding

What does a customer need after making a purchase? Providing set-up instructions, sharing content for deeper learning, and building a community all contribute to your customer service experience. 

How a customer feels post-purchase will determine their likelihood of becoming a repeat buyer or long-term subscriber. Therefore, consider the ways you can continue to create a frustration-free experience as your customers begin to use your products or services. 

A video is an effective tool for onboarding customers because you can directly show them how to use your product or navigate your service. In under a minute, they can jump right in and go. 

How to Use Video

• Guide through Setup: Walk users through the initial steps of using your product.
• Provide Knowledge: Produce how-to videos to help users excel with your product.
• Create Community: Build brand loyalty by fostering community around your products.

Thank You Videos

A business doesn’t function without its customers. Thank you videos take time to acknowledge the community of people who drive the company’s mission forward. Thank you videos can also be used to showcase customer achievements or congratulate someone. 

Sincerity is key. Saying “thank you” conveys a sense of awareness and appreciation that goes beyond the company’s accomplishments. An especially fantastic “thank you,” like the Charity: Water video in our examples below, will go the extra mile.

How to Use Video

• Celebrate Achievements: Send personalized videos to celebrate customer milestones.
• Highlight Contributions: Thank customers for making charitable donations possible. 
• Show Appreciation: Create a general “thank you” for customers and the community.

Exclusive Video Library

Consumers love valuable (and free) bonus content. Have you ever seen someone post on social because a company sent them stickers, a handwritten note, candy, or some other small extra items? That’s all it took for the customer to feel special when the package arrived. 

An exclusive video library with valuable or entertaining content for your audience can create the same sense of excitement and loyalty.

In one example, fans of Warhammer miniatures can pay a minimal membership fee to receive exclusive miniatures, animations, and shows through their app. This is one digital example of giving special access to customers and building a community with video content. 

How to Use Video

• Offer Bonus Content: Offer customers video content that provides useful information.
• Secure How-to Content: Securely share in-depth knowledge of your product with users.
• Share Practical Uses: Teach the various functional applications of the product you sell.

Support Demonstration 

When it comes to the daily exchanges of information between customers and support staff, nothing is more frustrating for both parties than illustrating the issue and how to solve it. 

With video, support staff can quickly create a video demonstrating the solution. If the question comes up again, they will already have a video to share. This also makes it easier for customers, who can easily review the steps they need to take. 

Video for customer support is a more cost- and time-effective alternative to offering live video support. Instead, reserve live video support as an offering for high-tier customers. 

How to Use Video

• Review the Problem: Ask customers to include a video screen share of their problem.
• Use Video Demonstration: Quickly make and send password-protected how-to videos.
• Create Support Tiers: Offer live video support or expedited service with the time saved.

Optimize Support with Analytics

An added benefit of using video for customer support is the ability to evaluate the success of that support with data. Video analytics allow you to measure engagement and review the most popular or skipped-over sections of the video.

You can also compare the analytics of support staff videos. If you find that one agent is producing videos that significantly reduce support time while effectively solving problems, they can train other support staff on how to make demonstration videos. 

Additionally, analytics makes it easy to know what videos are continuously being played from your knowledge base. This is a good sign that users want more content about this subject.

Plus with SproutVideo’s individual tracking, you can ensure new hires have fully completed video training.   

How to Use Video

• Optimize with Heat-Mapping: Review what parts of videos are skipped or re-watched.
• Track Engagement: Ensure new hires have completed customer service training. 
• Improve Consistently: Make sure all videos are helping customers as intended. 

Examples of Customer Service Videos in Business

Education & Onboarding

Headspace

Headspace is a mediation app. This calming how-to video helps new users quickly get started. It covers the main offerings and how to navigate within the app.

Canva

Canva creates a lot of short, screen-share-style videos that quickly show users how to complete various tasks within the application. 

Moz

Moz’s Whiteboard Fridays skilfully tackle useful knowledge for people who use SEO tools in around ten minutes. The series is still going with over 400 videos for potential and existing customers. 

Retention & Thank You

John Hopkins University

Based in Baltimore, John Hopkins University shared this “Thank You” video that features members of the community who help make it strong. 

Mailchimp

Mailchimp shares in-depth tutorials to set users up for success and provide an understanding of the many available tools that can be used in business. The information is educational, but customer retention is the result of having a library of useful content.

Charity: Water

When Charity: Water turned five years old, it wanted supporters to feel appreciated. Not only did the staff write letters, send emails, and make calls thanking people — they made hundreds of personalized videos. 

Training & Inspiration

Ross Shafer

Ross Shafer is a TV host, comedian, and motivational speaker. He shares how he was affected by a moment of above-and-beyond customer service at a Marriott hotel. 

Zendesk

Zendesk is in the business of customer service. This video got the attention of customer service workers across industries who dubbed it, “highly relatable.” It’s a great ice-breaker for new support employees who will experience these types of scenarios daily. 

Bob Farrell

Bob Farrell trains people in customer service. But he began as a restaurant owner. In this video, he shares the experience with a customer that led to his motto, “Give ‘em the pickle.”

Vineet Nayar

“Millions of employees walk through our organizations every day not just to get paid but to be inspired by the vision we have for them,” Vineet Nayar is a bestselling author and former CEO of HCL Technologies who shares his “employees first, customers second,” philosophy. 

The ability to put a face to a company cannot be understated. This is perhaps the most underrated benefit of video for customer support and retention: customers get the chance to feel connected to the people within your organization. When these relationships are fostered through support, the natural result is satisfied and returning customers. 

Ready for more? Check out how to structure instructional videos for great pre-production advice. Learn the easy way to write a video script, or review the six components of a successful testimonial video. 

The post 7 Ways to Use Video for Customer Support & Retention appeared first on SproutVideo.

Today, video can help to support all stages of your new product launch. In this post, we’ll identify the types of video you can leverage pre-product launch, for the product launch, and post-product launch.  

The Product Pre-Release Videos

Your pre-release product launch videos are meant to build interest and the easiest way to differentiate them is by audience.

Your first pre-release product launch video is for your own team. This internal video should inform the team of the most important details of the new product, a product demo, and the product release date. You can also include information about events related to the product launch. If you’re expecting employees to be a part of the release promotion, you can include best practices and hashtags for sharing the release online. Various SproutVideo security features can help to ensure that only those on your team have access to this type of video ahead of your product’s release.

The second type of pre-release product launch video is for the press and online influencers you’re hoping will amplify your product release news. Rather than sending a traditional press release, a video press release can be effective in helping you to stand out from others pitching your recipient, to best illustrate how your new product works, and to help construct the story they share about your product. Alternatively, you can simply include your product release video with your press release. Whatever you do, be sure to include video when you reach out to press and online influencers you want to help to get the word out about your new product.

The last type of pre-release product launch video is for your customers and potential customers. Teaser videos can be a great way to build buzz prior to your release and there are plenty of ways to do it. You can incite curiosity by sharing partial glimpses of your product or the pieces that make it up. If you want to include people in your teaser videos, you can share short footage of the people who are working on it or create a video that shows people reacting to your new product (without actually showing the product). Another option, as Go Pro have done in the above example, is to showcase what your new product can do (without actually unveiling your product).

Don’t forget that incorporating a social media campaign that encourages people to engage with these videos (ie Liking, Commenting, or Sharing) can take your product release buzz up a notch.  

The Product Release 

The product release video is the star of the show! Also known as the product demo, this video is your opportunity to not only emphasize your product’s unique features but also to highlight its ability to solve your customers’ and potential customers’ problems.

Like many of your other videos, you want to marry storytelling with succinctness: Take a relatable, empathetic approach when sharing the dilemma(s) your team sought to solve yet get to the point when you’re announcing the new product and how it helps to address those challenges. Include a product demo to showcase the ease in using it and wrap up your video by reiterating the value proposition.

Your demo video should be professional yet not stuffy – After all, you want your new product to impress but you also want it to be something your viewer can easily imagine using themselves to solve a problem they have. One of the best examples of this is by Dollar Shave Club. Addressing the challenges their audience (young, professional men) are likely to experience while simultaneously showcasing their razors’ features in humorous ways seamlessly connects their product with that audience’s problems; you’re entertained the whole time so it hardly feels like a hard sell.

The Product Post-Release Videos

If your product release video is the star of the show, consider your post-release product videos to be excellent supporting actors. In fact, it’s these videos that may be what captures your online audience’s attention in the first place. Why? Because in each of the examples of post-release product videos below, you’re able to take a more human approach to your new product.

For instance, what is more compelling than listening to someone describe the work they’re passionate about? Not much. This is why featuring the designers and engineers who built your new product can be such a hit with viewers.

Structure these types of videos by asking open-ended questions about how the product was made, why the designer or engineer does what (s)he does, and why they’re excited about the product or (like Apple does in the video above), use the opportunity that product design and building process presents as a way to share the story of your brand. If your team members have a friendly accord with one another, ask them questions as a group and let the video take on a more discussion-forum feel. Try to include some “behind-the-scenes” footage of them actually working on the product to add legitimacy to this type of supporting video.

Another type of effective post-launch product video is the customer testimonial. While it is wonderful if any customer is willing to rave about your new product in a testimonial video, it is wise to strategically choose the featured customer for this type of video.

If you have the luxury, try to choose a customer that is doing interesting things with your product, has a unique story or memorable look that will stand out on video, who can articulate him or herself well, and who is engaged online (either with their own customers, fans, or friends). And if you have the luxury of being able to choose more than one customer to make a customer testimonial video, try to choose brands or people who are able to showcase different features of your product so that your online viewers are able to see the many benefits to using your product.

By virtue of the definition of “new”, all of your new product release videos will be shared in a relatively short time as newer product releases from others will inevitably come along. Fortunately with proper planning, many of the videos shared above can be made ahead of time so you’re not forced to scramble through the video production stage.

Video can help you to make the necessary splash to get your new product on the radar of customers and potential customers (pre-release video), to efficiently show how it can help them (release video), and to keep the product a part of the conversation (post-release video). If you’re launching a new product or feature soon, tell us how you’ll incorporate video into your marketing strategy by sharing in the comments below or by tagging us on Twitter @sproutvideo.

The post Your New Product Launch Video Marketing Plan appeared first on SproutVideo.