Chris Savage
speaker
668 appearances
3 recordings
2 series
first heard Nov 2017
last heard Dec 2024
Chris Savage’s voice in public audio — every appearance, attributed to the second.
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Appearances
And so what I realized is it's starting to really happen on B2B too. And so it's kind of fortuitous that I looked at this telling the company story approach thing on LinkedIn. Because now the content that we post on my LinkedIn gets huge numbers of organic views. And it's not all wisty. It's like 10% wisty or something. but some of it is. And it's very different how it's engaged with.
If we post something on my LinkedIn, people ask questions and give feedback in a way that is very, like you were talking to a person. Then on the company page, people will be like, this is cool. They'll like it, but they don't give the same kind of feedback and stuff.
And so I realized basically, we all have an opportunity to build both of these things, build the company brand and build the personal brand. The difference with the company brand is you can't get free distribution anymore. All the social platforms, if you want to get your stuff seen, you basically have to pay.
But the social platforms, if they basically force individuals to pay, they're going to lose all the content. And so therefore, it seems likely the individual content will probably continue to be free. So I look at it as paid versus organic. A lot easier to get organic on personal, a lot easier to do the paid thing on a company brand.
which is a video marketing platform. Everything we do is about making it easy for you to get more value out of your video and enable you to like use video better. So we have a player. That's really the start of the company is like having this player in hosting. The player looks amazing. It's really fast. Gives you amazing analytics. There's no related videos. You control the whole thing.
You can put your brand in. You can add calls to action, collect leads. And so it's just very different from YouTube because YouTube is not about that. YouTube is about getting you to spend time watching things on YouTube. And I love YouTube. I'm constantly watching things on YouTube. But there's a reason why they have recommended videos. There's a reason why they do that.
It's like they want as much watch time as possible. And then they want to put ads on it. And obviously, if you're making content that's low in your funnel or you're selling access to or something, you don't want ads on it. You don't want related videos. So that's where the business started.
And now the way we've really done is said, hey, we see that as video has changed, it's become much easier for anyone to make a video. You and I are using a remote recording platform. Things like this didn't exist in like 2018. We all see our computer as a camera now. And that has changed expectations for video at work.
And so I see all the time, someone says to a product marketer, hey, can you make a launch video for this? He didn't used to say that. He used to say, do we have a budget to shoot a video? Now you say, can you make it? So expectations have changed for video. A lot of our customers are basically, their video is a part of their job. It's not their whole job.
And they're using 15 tools to get their jobs done. And so we said, hey, can we just maybe cut that down? Can we evolve Wistia to be more of an all in one platform? And by doing that, we can save you huge amounts of time in the in between of things. And that led us to basically building an editor into Wistia that uses AI so you can edit by adding the transcript and has music and stuff like that.
Building recording tools. We have single person recording. We have group recording. We have a social clips tool so you can take long form stuff. We'll help you find clips and you can cut it down to put it on social. And then we have a webinar platform. And the way you put these things together depends on what you're trying to do. But we'll see people who they do a live event.
Their recording is instantly in their Wistia account. They edit it. We see most webinars are edited. And then they can quickly publish it from the same place or send it to an email list or make clips from it to put on social. And the whole thing is if we can cut down on that time and give you one tool, then you get much more time back, much more leverage.
And then often people just end up using video better.
The first thing I would say is be patient. This stuff takes a lot longer than you would think it does or than we're led to believe. But if you can be patient, you can find things that work and you could scale them. Your own imagination is your limiter on how far you can take stuff if you have a business that's online. The second thing I would say is pay attention to qualitative feedback.
I think whenever you're doing something new, you always get qualitative feedback first, which is people saying, I like this. I don't like this. Things getting mentioned when you're in a sales call, the things that someone tells you in person that they wouldn't have told you otherwise.
You're going to need to get really good at that because that's how you get to make decisions faster, is you get a lot of qualitative feedback and you parse it down to like, what are they really saying? So I would say really pay attention to that. And then the other thing I would say is you really want to trust your instincts.
It's so easy to think that other people have all the advice for how you should build a business because they've done something before. And the thing I've learned over and over again is that once you've started your company, You are the expert. And I think that's a really hard thing to realize. You might be day in, day out on your business. You ask someone else for advice. The advice sounds good.
You take it. It doesn't work. You're like, what's going on? And it's like, no, you maybe knew you shouldn't have taken it because you're the expert at your own business. And I think that's the thing that we all forget. We are the experts in our own business.
And that is why when you can really start to notice your own instincts, when you're building your instincts that things are working, you should actually trust them. And so that's what I would say if I could go back and do it again.
It is scary. But when you can flip to realizing you're the expert and you can trust your instincts, it is extremely exciting. And it is a hack that lets you go much faster.
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