Common Craft, whose series of In Plain English videos are some of the most cited and sourced video content online, has announced a new partnership with Wistia today. You can read the blog post about it from Wistia.
What's Wistia? Well, it's a "video sharing company" according to the press release and we have covered them in the past. Their website goes into a bit more depth, calling themselves a video marketing, sales, and collaboration application. The real goal is to help content providers (video makers) license their work to other companies that want to use it. They have some patent-pending technology powering their video delivery services, with some pretty hefty analytics playing a major role in the added value of Wistia's offerings.
Common Craft has been licensing their videos for a while now. Under the terms of the partnership, licensee companies (or individuals) will be able to use Common Craft's videos however and wherever they want, and will receive a Wisita account as well. So, "in plain English” then—to borrow a phrase—the deal will give customers access to both Wistia's delivery services AND access to Common Craft's content. That's a nice one-two punch.
When I first heard about the deal, I was a little confused. I wondered, "Can't people who want to use Common Craft's content just embed the YouTube videos like I've been doing for years?” But of course I was having another of those tunnel-vision moments, where I spend so much time in the world of online video that I momentarily forget about all the other ways video is being used.
Common Craft licensees, for example, use their videos for things like corporate training, educational purposes, and even as part of sales presentations or packages to prospective clients. YouTube embeds aren't going to cover offline uses such as this, thus licensing starts to make a whole lot more sense. And there's an awful lot of amazing Common Craft content that they're not releasing to YouTube anyway.
What's intriguing to me are the analytics Wistia provides. Companies participating in this package will get a look at how long people watched, which specific sections they watched, and how well a video holds the viewer's attention. For every view of your licensed video, you'll see helpful information.
I'd like to get my hands on that kind of data, and I'm sure most video content producers would as well. Which is why Wistia is thinking this kind of partnership represents a new service for them—content licenses combined with their delivery and analytics system. Content providers across the web can strike up their own Wistia partnership to both license their videos and give licensees a ton of valuable data.
In true Common Craft fashion, there is now a "in Plain English" video explaining the new partnership and how it might apply to other content providers: