WeVideo: Democratizing video creation and editing with Google Cloud and Indicative

About WeVideo

WeVideo is a cloud-based, collaborative video creation and editing platform. With 30 million accounts created to date, WeVideo is the first choice of businesses, consumers, educators, and students, and the video backbone of many third-party media solutions.

Industries: Technology
Location: United States

About Indicative

Indicative is a powerful customer analytics platform and Google Cloud Technology Partner that specializes in helping companies get the most out of their data through behavioral analytics, BigQuery support, and more.

WeVideo uses BigQuery and analytics platform Indicative, and partners with Google for Education to bolster school-based adoption around the globe.

Google Cloud Results

  • Reduces paid search spend by 30% with intelligent targeting through BigQuery and partner Indicative's insights
  • Increases purchases on features by 23% following A/B testing of cart behaviors
  • Serves global customer base with lean team of about 50 employees
  • Achieves status as Google Android and Google for Education Premier Partner

Delivers high-quality, affordable, and intuitive video editing tools to millions of people worldwide

Video has taken center stage in many everyday activities – from marketing and sales to education and beyond. To empower more organizations to tap into the benefits of video, WeVideo is reimagining video creation. The company is making video content creation and editing tools ubiquitous in all levels of education and looking to enable mid-sized and small businesses to use video to a greater advantage.

Traditionally, video software and solutions have been expensive, especially ones that deliver professional-grade content. This made videos especially difficult to create at organizations with more limited resources, such as school districts and startup companies, as well for personal users.

"Direct access to copious data in BigQuery provides more nuance in our lifetime value equations through more precise, robust customer profiles. Thanks to Indicative and Google Cloud, we're diving more deeply than ever into our data, which improves our responsiveness, maximizes customer satisfaction, and makes us work smarter overall."

Andrew Baum, President and Chief Marketing Officer, WeVideo

With a lean team of around 50 employees, WeVideo found that putting powerful video tools into the hands of potential customers wasn't easy. However, with the right technologies and partnerships, WeVideo has not only met but also exceeded its goals every step of the way, and now has millions of people using its services worldwide.

WeVideo knew early on that it needed to build an affordable, easy-to-use platform. Software-as-a-Service ultimately proved to be the best approach, as the company recognized that a cloud-based subscription service would be preferred by customers and support continuous innovation within its solution.

After creating its SaaS offering, the next step was expanding its brand recognition, adoption, and more. As a result, WeVideo began working with Google Cloud Platform and Google Cloud Technology Partner Indicative to further enhance user experiences and awareness.

Harnessing customer data

The first step was to better understand the data generated by the platform to better determine what customers needed in an intuitive video editing solution.

"We have a small, high-value team that maintains, manages, and creates our infrastructure," says Andrew Baum, President and Chief Marketing Officer at WeVideo. "Because of this, we don't have the luxury of a big data analytics team. By choosing to work with Indicative and BigQuery, we effectively replaced the need to have a decision science team."

BigQuery acts as WeVideo's data warehouse, while Indicative functions as WeVideo's analytics engine. When the company began using Google Cloud and Indicative, it immediately improved the performance of its data management and analytics, capturing the insights necessary to quickly act on customer demands.

"Direct access to copious data in BigQuery provides more nuance in our lifetime value equations through more precise, robust customer profiles," says Andrew. "Thanks to Indicative and Google Cloud, we're diving more deeply than ever into our data, which improves our responsiveness, maximizes customer satisfaction, and makes us work smarter overall."

"With Indicative, we've avoided many hurdles, including building a data team, writing SQL queries to access our data, and all of the infrastructure maintenance demands involved in warehousing. Indicative gets us our data incredibly fast, and that allows us to focus on providing customers with the best possible experiences."

Ryan Withop, Director of Analytics, WeVideo

With BigQuery and Indicative, WeVideo now spends 30 percent less on its paid channel acquisitions through social media platforms and search engines. A recent A/B test of its shopping cart conducted with the help of BigQuery gave the firm a 23 percent lift on certain purchases.

WeVideo specifically chose BigQuery so that it would not have to worry about scalability as its business grew. The solution, along with Indicative's integration and simple, easy-to-use drag-and-drop interface, has also given the company the opportunity to conduct behavioral analysis and predictive modeling while saving budget that would otherwise be put into dedicated servers, technicians, SQL analysts, and other higher-priced data warehouse and analytics needs.

"With Indicative, we've avoided many hurdles, including building a data team, writing SQL queries to access our data, and all of the infrastructure maintenance demands involved in warehousing," says Ryan Withop, Director of Analytics at WeVideo. "Indicative gets us our data incredibly fast, and that allows us to focus on providing customers with the best possible experiences."

Getting creative in the sales process

BigQuery has also allowed WeVideo to get creative with its sales strategies. Empowered with new insights, WeVideo has launched a project in BigQuery that incorporates geographical sales data into the analytics process.

Now, the company can identify when a new sales prospect is located near an existing customer.

"Our salespeople can say 'hey, this nearby school district uses us, would you like me to put you in touch with them?' and that gives us more credibility," says Andrew. "This process makes each new customer we acquire even more valuable and allows us to grow."

The company has also seen a marked increase in customer loyalty, which it attributes to the more informed approach it takes to relationship management and the continuous improvement of its platform.

Google Cloud makes this possible in several ways. For example, WeVideo has begun moving many of its application development tasks to Firebase to improve the speed and effectiveness of platform updates across mobile and desktop devices. WeVideo also uses G Suite to boost collaboration and communication internally, which in turn improves customer service. In addition, as an early user of Google Hire, WeVideo enjoys streamlined staffing, recruitment, and onboarding.

"Our partnership with Google for Education has been critical to our success, as we have thousands of schools and districts using our platform globally. For example, more than 600,000 Danish students and teachers representing more than 90 percent of Denmark's schools can use WeVideo in all subjects and at every grade level."

Andrew Baum, President and Chief Marketing Officer, WeVideo

Partnerships yield powerful opportunities

Beyond having an editor's choice, preferred Android partnership through its mobile video editing application, WeVideo is also a Google for Education Premier Partner. WeVideo and the Google for Education team work closely together, participating in trade shows and offering educators bundled packages that empower even smaller districts with video content creation capabilities.

The partnership is reflected in WeVideo's product offerings as well. Recently, WeVideo launched a new feature that allows customers to include G Suite apps in its video creation and editing platform at no added cost. WeVideo for Education customers can access Docs, Sheets, and Slides within any video project and edit, comment and collaborate in real time without leaving the WeVideo application.

"Our partnership with Google for Education has been critical to our success, as we have thousands of schools and districts using our platform globally," says Andrew. "For example, more than 600,000 Danish students and teachers representing more than 90 percent of Denmark's schools can use WeVideo in all subjects and at every grade level."

WeVideo is used by many teachers and students, as well as researchers and documentarians, who work to highlight historic and cultural events through video. Google for Education greatly expands the reach of the affordable, powerful platform to further benefit all types of potential video creators.

In the classroom, WeVideo offers its preferred app directly through Chromebooks, which reduces costs for school districts and enhances student educational experiences.

"We're providing real-time, HD video editing capabilities on Chromebooks to third graders in North Africa, while high schoolers in the United States create powerful video reports using our platform," says Andrew. "Video is a gamechanger in academia. We are proud to work with Google for Education to empower more students and teachers."

About WeVideo

WeVideo is a cloud-based, collaborative video creation and editing platform. With 30 million accounts created to date, WeVideo is the first choice of businesses, consumers, educators, and students, and the video backbone of many third-party media solutions.

Industries: Technology
Location: United States

About Indicative

Indicative is a powerful customer analytics platform and Google Cloud Technology Partner that specializes in helping companies get the most out of their data through behavioral analytics, BigQuery support, and more.

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