Video Platform Comparison: HubSpot, Wistia and TwentyThree

October 10, 2018

whole brain marketing blog author


Posted by Alexandria Sielaff

video-platform-comparisonNearly every marketer is trying to figure out how to use more video in their sales and marketing efforts in 2018 and beyond. Don’t just take our word for it. Studies show that the use of video content marketing is growing rapidly, and organizations that fail to leverage this inbound marketing tool could miss out on some major opportunities.

HubSpot recently made an announcement that it now hosts video right inside the platform. That’s great news for users. However, it’s left some who already use another video service wondering if they should switch.

Full disclosure. That’s the quandary we found ourselves in here at Weidert Group. As a video producer, I’ve been using Wistia’s video platform for a while and love it. In fact, we’re a Wistia partner. But we’re also a Platinum HubSpot Partner, so I knew we needed to take another look to explore these new features and see what they have to offer. Here, we’ll provide a comparison and also include another popular video platform, TwentyThree, in the mix.

HubSpot vs. Wistia vs. TwentyThree

When deciding which video content marketing tool is right for you, there are three major areas you’ll want to consider: pricing, features and fit. Take a look and see how each stacks up when it comes to the overall fit for your company’s sales and marketing efforts.

 

HubSpot Video

Wistia

TwentyThree Video

Average Cost

  • Included in Marketing Professional and Enterprise HubSpot License
  • Not available for HubSpot Starter or Free licenses

Pro Plan:

  • $99 per month
  • 10 free videos included
  • 25 cents per additional video

Video Marketing Platform:

  • $499 per month

Features

  • Host 250 videos
  • Ability to include in-video calls-to-action (CTAs) and conversion forms
  • One-on-one video creation in HubSpot CRM for sales and service videos using Vidyard’s GoVideo technology (editor’s note: I personally feel it’s clunkier than Wistia's Soapbox which functions similarly)
  • Custom branding
  • CRM analytics available on individual contact’s timeline
  • Ability to embed on non-HubSpot pages (e.g., wordpress, squarespace, etc.)
  • Host an unlimited number of videos
  • Fully customizable player
  • Unlimited users
  • Easy embedding and sharing
  • Includes lead generation tools
  • Advanced video analytics
  • No player branding
  • Includes Soapbox Chrome extension for one-click creation
  • Simple to learn and use
  • Integrates with Hubspot
  • Host 1,000 videos
  • All video features included
  • Conduct webinars
  • House up to 10,000 contacts
  • Includes three major social media connections
  • Post native social video — Facebook, for example, favors natively published content
  • Integrates with Hubspot
  • Uses a single workspace

Best Company Fit and Usability

  • For companies that already have HubSpot Marketing Professional or Enterprise license
  • For companies that want to work within a single marketing platform for content and analytics
  • For those just stepping into video marketing and who want to keep things as simple as possible.
  • For agencies or companies that prioritize ease of use, customization, aesthetics, analytics, and excellent customer service.
  • For companies wanting data and analytics from website, social, videos, etc. all in one place
  • For companies planning on doing a lot of video
  • For companies that do frequent webinars
 

HubSpot Video

Average Cost

  • Included in Marketing Professional and Enterprise HubSpot License
  • Not available for HubSpot Starter or Free licenses

Features

  • Host 250 videos
  • Ability to include in-video calls-to-action (CTAs) and conversion forms
  • One-on-one video creation in HubSpot CRM for sales and service videos using Vidyard’s GoVideo technology (editor’s note: I personally feel it’s clunkier than Wistia's Soapbox which functions similarly)
  • Custom branding
  • CRM analytics available on individual contact’s timeline
  • Ability to embed on non-HubSpot pages (e.g., wordpress, squarespace, etc.)

Best Company Fit and Usability

  • For companies that already have HubSpot Marketing Professional or Enterprise license
  • For companies that want to work within a single marketing platform for content and analytics
  • For those just stepping into video marketing and who want to keep things as simple as possible.

 

Wistia

Average Cost

Pro Plan:

  • $99 per month
  • 10 free videos included
  • 25 cents per additional video

Features

  • Host an unlimited number of videos
  • Fully customizable player
  • Unlimited users
  • Easy embedding and sharing
  • Includes lead generation tools
  • Advanced video analytics
  • No player branding
  • Includes Soapbox Chrome extension for one-click creation
  • Simple to learn and use
  • Integrates with Hubspot

Best Company Fit and Usability

  • For agencies or companies that prioritize ease of use, customization, aesthetics, analytics, and excellent customer service.

 

TwentyThree Video

Average Cost

Video Marketing Platform:

  • $499 per month

Features

  • Host 1,000 videos
  • All video features included
  • Conduct webinars
  • House up to 10,000 contacts
  • Includes three major social media connections
  • Post native social video — Facebook, for example, favors natively published content
  • Integrates with Hubspot
  • Uses a single workspace

Best Company Fit and Usability

  • For companies wanting data and analytics from website, social, videos, etc. all in one place
  • For companies planning on doing a lot of video
  • For companies that do frequent webinars

All three options are solid, and each has its pros and cons. When making your final decision, you’ll want to think through how your company currently leverages video and marketing automation to decide on your next steps.

Is HubSpot Video Right for Me?

If you’re already a licensed HubSpot Professional or Enterprise user and haven’t delved much into video yet, it makes sense to stick with its all-in-one platform and not pay for a separate service. The ability to create, host, manage, customize, and measure video engagement directly inside of HubSpot is a great way to get started building your video presence.

Is Wistia Right for Me?

Have you been using Wistia and enjoy its intuitive platform? Even if you already have a HubSpot account, Wistia can integrate with the platform, so you can still capture leads by adding HubSpot forms to your videos and get detailed viewing data. It might make sense to stick with the platform if you’ve already established a solid video content marketing strategy using Wistia. If you’re using HubSpot Free or Starter, Wistia is also a great platform because of its low barrier price point, ease of use and HubSpot integration.

Is TwentyThree Right for Me?

TwentyThree’s price tag is hard to swallow for smaller companies, but larger corporations that use video heavily find value in its ability to host hundreds of videos, do webinars and include robust social media integration. If your needs dictate these types of functionalities and you want one place where all the analytics and data will be housed, TwentyThree might be right for you.

No matter which video content marketing platform you choose, in the end, you really must decide — because not including video in your marketing strategy simply isn’t feasible any more. If you’re considering obtaining a HubSpot license with its all-in-one marketing platform, including video, we can help with that. Just reach out. Also, check out the guide to B2B video marketing below which shares dozens of ways to leverage this medium to motivate your prospects.

Download our infographic: Why Video for B2Bs? Why Now?



Topics: Video Marketing, Platform & Tools



whole brain marketing blog author
Written by Alexandria Sielaff

Alexandria serves as the Video Producer for Weidert Group. Her work in media production has been awarded by Adobe and her background includes broadcast and social media marketing. At Weidert Group, she produces short-form videos for clients and the agency’s own marketing.

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