BY Kathy Crosett
Your accounts may be obsessing about whether they need to do OTT advertising. That format is worth exploring. But your accounts should dive into what they're doing with video, specifically — incorporating branding into video content.
How Video Delivers for Marketers
Wistia’s 2025 State of Video report shows how video is delivering for businesses. Consumers enjoy watching videos, and marketers are racing to produce more. This extra demand means your accounts need your expert help to optimize video use on their sites.
Around 33% of marketers produce a video every week. With the goal of incorporating branding into video content, over half of businesses want to produce more videos. But cost, resources and technical ability is holding them back.
They’re open to using AI- tools for this purpose. At least 28% are reaching out to professionals for help. If you possess expertise in this area and want to sell your services, share the details of the Wistia study with them.
How Do Consumers Access Branded Videos?
Your account’s branded video content will appear on their website, on search engine results pages and on social media. Including a video clip in an email can generate interest too.
Course Videos
Wistia’s numbers show the popularity of different types of branded videos. Around 35% of consumers who encounter a course video on a website will play it. Researchers measured a 50% engagement rate with this type of content. On average, a course lasts around 21 minutes.
Contact Pages
A contact page that includes a video will draw 32% of visitors to click play. With an average length of two minutes, around 55% of viewers will engage with the video.
Thank You Pages
Although played less frequently, a 16% play rate, a thank-you page gets 55% engagement. These pages can be an opportunity for a video to describe what a customer can expect next, especially if they have placed an order.
Product Pages and SEO
Product pages are another way for marketers to incorporate branding into video content. Showing a product in use through a video attracts curious consumers. These days, 30% of all search results feature a video thumbnail. To generate additional interest in your clients’ products, feature them on an SEO-optimized blog post that contains a video.
Video Content and the Call to Action
The next step is to help accounts interact with the videos they’re watching. According to Wistia analysts, 24% of video watchers who are presented with a form will provide their contact information. Capturing this information can help your account build an in-house list.
Similarly, if your accounts can prompt consumers to start watching a video, 16% will take another step. Often this step means booking a demo. To do that, they’ll have to offer up their contact information. Including a contact form is a key step in incorporating branding into video content.
Conversions and Contact Form Placement in Video
The big question for your accounts is when to present video watchers with a contact form. If it appears too soon, the consumer might disengage.
Conversion Rates
Analysts report a correlation between video length and conversion rates. The conversion rates are usually measured by including a call to action such as filling out a form. For videos under one minute, the average conversion rate is 2%. A conversion rate of up to 17% is the outcome for videos that last 30 minutes or more.
Placement
However, analysts point out that the placement of the CTA in the video is crucial.
In a very short video, a CTA placed in the first quarter of the content will yield a 40% conversion rate. But for longer videos, those over 30 minutes, a 23% conversion rate is the outcome when the CTA is placed in the third or fourth quarter.
How AI Improves Efficiency and Quality
If you’re using AI to generate videos, you’re in good company. Up to 41% of professionals will turn to AI tools for video creation this year. These tools can help you brainstorm creative ideas, generate scripts or review and tighten up an existing script.
The time-saving features of AI also mean that you can help accounts personalize their content. Voice dubbing, for example, is growing in popularity.
How to Use Webinar Videos to Expand Marketing Impact
Wistia analysts point out that webinars count when incorporating branding into video content. If your clients aren’t currently using webinar content for marketing purposes, they should be. 50% of surveyed marketers are already relying on webinars as product demo tools, for example.
Before your accounts begin investing in webinars, set their expectations. Don’t let them think they’re failing if they don’t see the metrics they are hoping for. Remind them that a webinar serving as a product demo tends “to have fewer signups but a higher percentage of attendees.” They can expect about 40% of enrollees to attend the webinar.
They may also require education on the afterlife of a webinar. Making the webinar available for on-demand viewing can attract attention for up to four months after the live event.
They should not underestimate the power of webinars. Over 17% of U.S. adults report that content they saw in a webinar influenced them to take action such as visiting the advertising. This information comes from AudienceSCAN, available with a subscription to AdMall.
Show your accounts how webinar content provides the raw material for other forms of outreach. A video clip from a webinar shared to social media can reach a difference group of consumers. And including a clip from webinar in an email campaign can generate traffic and sales for your accounts.
As always, your clients need paid advertising to raise awareness of their products. Along with that, incorporating branding into video content can help them make a big impression on their target audience.
Photo by RDNE Stock project on Pexels.
