Intelivideo’s Matt Given and Ashley Podoll were out on the road this past week, visiting clients and potential prospects in New York City. They broadcasted Episode 49 of Friday Live from the Exhale Spa HQ.
Exhale Spa, a recently launched their subscription video offering just weeks ago, offers a balanced combination of results-oriented spa therapies (massages, facials, acupuncture, nails, waxing) and high-quality fitness classes (barre, cardio, yoga, HIIT). All targeted at helping clients achieve stronger, healthier, better versions of themselves. Visit Exhale Spa to learn more and check out their recently launched SVOD channel here.
OTT Industry News Update
Matt’s first news update this week covered the cord-cutting phenomenon, where consumers are “cutting the cord” with their traditional television providers and making the move over to streaming services.
Ben Munson’s FierceCable article said while this seems to be the trend, GFK Research reported that 71% of US consumers that have traditional cable or satellite services claim to have no plans to drop them, countering what we’ve typically been seeing out in the market. Of that 71% surveyed however, half said that they also subscribe to some kind of streaming service. Matt anticipates that we’re at the front end of the cord-cutting trend and eventually, many of that 71% will make the switch over to purely streaming services.
Matt also touched on an article about Hulu from Colin Dixon with NScreen Media. Although Hulu has had a spectacular year in terms of gaining subscribers, they still haven’t been able to make a profit. Hulu currently has more than 20 million subscribers on their paid plan, but still has some things to figure out in terms of their business model. This seems to be the case with several streaming media companies, and we are interested to see what strategies they will employ to become sustainable.
Video Testimonials for B2B & B2C Brands
During Episode 49, Ashley talked about the benefits of testimonials and how they can be utilized as a powerful tool in the SVOD space. Intelivideo has been focusing on creating customer case studies lately, specifically in video format. The team has made several trips to visit clients across the country and film them talking about their businesses and how they got involved with OTT.
What is there to gain from a customer testimonial?
- For B2B companies specifically, testimonials are great for marketing to other businesses and modeling unique business cases. If a company is looking to embark on a subscription video venture, a customer testimonial can show them what they might encounter along the way. They also allow businesses to put a face to their brand and tell their story in an engaging way.
- For B2C, testimonials are great for showing consumers, “Look how much this person loved this. Maybe you should try it out and you’ll love it too.” Reach out to die-hard subscribers and those who are most engaged with your channel for testimonials initially. For others, utilize incentives to get them involved.
You don’t need a fancy camera or studio! You can even have them send in a video from their own phone, either held like a selfie or propped against a wall. These types of testimonials are more authentic and relatable for viewers. Remember, good lighting is still important as well as good, clear sound.
What is the best method for presenting a customer testimonial?
- As a video-driven company, Intelivideo typically prefers video testimonials. A viewer is more likely to walk away knowing the main points of a testimonial if they consume it in video format. However, it is still important to include some text in your video testimonials to drive prospects to your page and improve SEO.
How do I use a testimonial? What should I do with them?
- Use them everywhere! You can separate them into different formats such as video, a written quote or a still-image of the testimonial with a play button on top. They can be used on social media, your website, a landing page, in an email, etc. Basically, anywhere digitally! Tie them with a campaign or put them close to a call-to-action.
A big thanks to Exhale Spa for letting us film Episode 49 of Friday Live at their headquarters in New York. This Friday, we’ll be airing Episode 50, and you won’t want to miss it! Tune in Friday at 11:00 AM MDT for our live broadcast or visit fridaylive.intelivideo.com to access all episodes of Friday Live on demand.
Follow us at @Intelivideo on Twitter, Instagram and Facebook and look for the hashtags #FridayLive and #IVLive for questions/comments from the show. You can contact us with any questions, comments and/or compliments at firstname.lastname@example.org.