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Connecting with 800+ new contacts through original AI video research
Position Wistia as an authority on AI video marketing trends with real data
With AI innovation happening at light speed, Wistia wanted to know how marketers use AI in their video marketing workflows, what’s working, and what they’re skeptical about. They worked with Datalily to create the AI Video Marketing Trends for 2026 report to help marketers strategize with confidence.
"We really needed original research to see how people actually felt about this, how much adoption really was, and what people were actually doing," says Sam Balter, Head of Content at Wistia. "Not just hearing from the loudest voices, but from the average marketer."
Wistia had run surveys before, but they had been small, one-off questions to their customer base without the cohort analysis, segmentation, or sample size required to tell a comprehensive story.
The team wanted an outside analyst rather than an internal one for this project. "When you're working with a data analyst internally, they carry too much internal knowledge," Sam explains. "Having an outside perspective for a data analyst was hugely valuable for us."
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I wanted to work with somebody that specialized in original research reports versus content marketing in general. I really loved your ability to understand the lifecycle of a report, from start to finish and beyond, to fuel future research and derivative assets.
OUR APPROACH
Collaboratively build a report with meaningful insights
Working with Wistia's team, we built a timeline with frequent checkpoints, from finalizing survey questions to designing the final PDF, ultimately producing a 32-page report with data visualizations and unique content throughout.
One checkpoint stood out. Before the report was fully built, we shared a PDF of the insights from the raw data with short notes on what we were seeing. "I found that to be the most informative," Sam recalls. "This is something they saw that we didn't see. This is something that we have context on that they don't.'"
The feedback loop throughout the project meant there were no surprises when we reached the final stage. "Everything in the end product was exactly what we expected it to be. It definitely felt like a collaborative process."
The partnership also played to each team's strengths. Datalily handled the survey design, data analysis, and report copy and design, while the Wistia team brought their brand guidelines and deep knowledge of their audience. "You focus and you fit where teams are weak or where they're strong, and you balance out accordingly," Sam says.
OUR APPROACH
Collaboratively build a report with meaningful insights
Working with Wistia's team, we built a timeline with frequent checkpoints, from finalizing survey questions to designing the final PDF, ultimately producing a 32-page report with data visualizations and unique content throughout.
One checkpoint stood out. Before the report was fully built, we shared a PDF of the insights from the raw data with short notes on what we were seeing. "I found that to be the most informative," Sam recalls. "This is something they saw that we didn't see. This is something that we have context on that they don't.'"
The feedback loop throughout the project meant there were no surprises when we reached the final stage. "Everything in the end product was exactly what we expected it to be. It definitely felt like a collaborative process."
The partnership also played to each team's strengths. Datalily handled the survey design, data analysis, and report copy and design, while the Wistia team brought their brand guidelines and deep knowledge of their audience. "You focus and you fit where teams are weak or where they're strong, and you balance out accordingly," Sam says.
OUR APPROACH
Collaboratively build a report with meaningful insights
Working with Wistia's team, we built a timeline with frequent checkpoints, from finalizing survey questions to designing the final PDF, ultimately producing a 32-page report with data visualizations and unique content throughout.
One checkpoint stood out. Before the report was fully built, we shared a PDF of the insights from the raw data with short notes on what we were seeing. "I found that to be the most informative," Sam recalls. "This is something they saw that we didn't see. This is something that we have context on that they don't.'"
The feedback loop throughout the project meant there were no surprises when we reached the final stage. "Everything in the end product was exactly what we expected it to be. It definitely felt like a collaborative process."
The partnership also played to each team's strengths. Datalily handled the survey design, data analysis, and report copy and design, while the Wistia team brought their brand guidelines and deep knowledge of their audience. "You focus and you fit where teams are weak or where they're strong, and you balance out accordingly," Sam says.
OUR APPROACH
Collaboratively build a report with meaningful insights
Working with Wistia's team, we built a timeline with frequent checkpoints, from finalizing survey questions to designing the final PDF, ultimately producing a 32-page report with data visualizations and unique content throughout.
One checkpoint stood out. Before the report was fully built, we shared a PDF of the insights from the raw data with short notes on what we were seeing. "I found that to be the most informative," Sam recalls. "This is something they saw that we didn't see. This is something that we have context on that they don't.'"
The feedback loop throughout the project meant there were no surprises when we reached the final stage. "Everything in the end product was exactly what we expected it to be. It definitely felt like a collaborative process."
The partnership also played to each team's strengths. Datalily handled the survey design, data analysis, and report copy and design, while the Wistia team brought their brand guidelines and deep knowledge of their audience. "You focus and you fit where teams are weak or where they're strong, and you balance out accordingly," Sam says.
THE RESULTS
Carrying original research from the top of funnel to the product team
The goal of the report was to bring new prospects to Wistia, and it did. Top-of-funnel awareness ads drove downloads, generating 800+ new contacts and strong engagement. "That was the main judge of success. Is this bringing people into our contact list? Is this engaging people who could be potential customers?" Sam says.
The research also proved it could work well beyond a single launch. "Do we have some legs on this content where it's usable not just once but three months, six months, nine months down the line? Check. And have we found ways to integrate those insights into the way that we produce other pieces of content? Check." The Wistia team produced 19 derivatives, from NY and Boston Tech Week sessions to podcast episodes for Talking Too Loud to articles for the Wistia blog.
"Original research is really good for bringing in people who are interested in that topic, but it should also inform our own views about the product. That kind of information doesn't just sit in the content team. It percolates throughout. “
THE RESULTS
Carrying original research from the top of funnel to the product team
The goal of the report was to bring new prospects to Wistia, and it did. Top-of-funnel awareness ads drove downloads, generating 800+ new contacts and strong engagement. "That was the main judge of success. Is this bringing people into our contact list? Is this engaging people who could be potential customers?" Sam says.
The research also proved it could work well beyond a single launch. "Do we have some legs on this content where it's usable not just once but three months, six months, nine months down the line? Check. And have we found ways to integrate those insights into the way that we produce other pieces of content? Check." The Wistia team produced 19 derivatives, from NY and Boston Tech Week sessions to podcast episodes for Talking Too Loud to articles for the Wistia blog.
"Original research is really good for bringing in people who are interested in that topic, but it should also inform our own views about the product. That kind of information doesn't just sit in the content team. It percolates throughout. “
THE RESULTS
Carrying original research from the top of funnel to the product team
The goal of the report was to bring new prospects to Wistia, and it did. Top-of-funnel awareness ads drove downloads, generating 800+ new contacts and strong engagement. "That was the main judge of success. Is this bringing people into our contact list? Is this engaging people who could be potential customers?" Sam says.
The research also proved it could work well beyond a single launch. "Do we have some legs on this content where it's usable not just once but three months, six months, nine months down the line? Check. And have we found ways to integrate those insights into the way that we produce other pieces of content? Check." The Wistia team produced 19 derivatives, from NY and Boston Tech Week sessions to podcast episodes for Talking Too Loud to articles for the Wistia blog.
"Original research is really good for bringing in people who are interested in that topic, but it should also inform our own views about the product. That kind of information doesn't just sit in the content team. It percolates throughout. “
THE RESULTS
Carrying original research from the top of funnel to the product team
The goal of the report was to bring new prospects to Wistia, and it did. Top-of-funnel awareness ads drove downloads, generating 800+ new contacts and strong engagement. "That was the main judge of success. Is this bringing people into our contact list? Is this engaging people who could be potential customers?" Sam says.
The research also proved it could work well beyond a single launch. "Do we have some legs on this content where it's usable not just once but three months, six months, nine months down the line? Check. And have we found ways to integrate those insights into the way that we produce other pieces of content? Check." The Wistia team produced 19 derivatives, from NY and Boston Tech Week sessions to podcast episodes for Talking Too Loud to articles for the Wistia blog.
"Original research is really good for bringing in people who are interested in that topic, but it should also inform our own views about the product. That kind of information doesn't just sit in the content team. It percolates throughout. “
THE FUTURE
Doubling down on original research
For Wistia, original research has become a core part of how the content team stands out as organic search shifts. As a result, Sam plans to move budget away from updating how-to content and toward more research. "I would pay freelancers to update a lot of how-to content, but I don't want to do that anymore. Now I'd rather use that budget for original research.
"That investment signals something to a brand’s audience. "When you see a brand that invested in research, you know they care. They are spending money to get me an answer, so that answer is more valuable. Right now, for you to be believable, you have to put something on the table — whether that’s an excruciating amount of time, a lot of money, or both." Sam says.
In regards to his experience partnering with Datalily, Sam says, "I would highly recommend partnering with them. You don't need to know exactly what the idea is or every question you're going to cover for it to be successful. What you need is time, and to work as a collaborative partner. Y'all have been great to work with, and the process has been super smooth."
THE FUTURE
Doubling down on original research
For Wistia, original research has become a core part of how the content team stands out as organic search shifts. As a result, Sam plans to move budget away from updating how-to content and toward more research. "I would pay freelancers to update a lot of how-to content, but I don't want to do that anymore. Now I'd rather use that budget for original research.
"That investment signals something to a brand’s audience. "When you see a brand that invested in research, you know they care. They are spending money to get me an answer, so that answer is more valuable. Right now, for you to be believable, you have to put something on the table — whether that’s an excruciating amount of time, a lot of money, or both." Sam says.
In regards to his experience partnering with Datalily, Sam says, "I would highly recommend partnering with them. You don't need to know exactly what the idea is or every question you're going to cover for it to be successful. What you need is time, and to work as a collaborative partner. Y'all have been great to work with, and the process has been super smooth."
THE FUTURE
Doubling down on original research
For Wistia, original research has become a core part of how the content team stands out as organic search shifts. As a result, Sam plans to move budget away from updating how-to content and toward more research. "I would pay freelancers to update a lot of how-to content, but I don't want to do that anymore. Now I'd rather use that budget for original research.
"That investment signals something to a brand’s audience. "When you see a brand that invested in research, you know they care. They are spending money to get me an answer, so that answer is more valuable. Right now, for you to be believable, you have to put something on the table — whether that’s an excruciating amount of time, a lot of money, or both." Sam says.
In regards to his experience partnering with Datalily, Sam says, "I would highly recommend partnering with them. You don't need to know exactly what the idea is or every question you're going to cover for it to be successful. What you need is time, and to work as a collaborative partner. Y'all have been great to work with, and the process has been super smooth."
THE FUTURE
Doubling down on original research
For Wistia, original research has become a core part of how the content team stands out as organic search shifts. As a result, Sam plans to move budget away from updating how-to content and toward more research. "I would pay freelancers to update a lot of how-to content, but I don't want to do that anymore. Now I'd rather use that budget for original research.
"That investment signals something to a brand’s audience. "When you see a brand that invested in research, you know they care. They are spending money to get me an answer, so that answer is more valuable. Right now, for you to be believable, you have to put something on the table — whether that’s an excruciating amount of time, a lot of money, or both." Sam says.
In regards to his experience partnering with Datalily, Sam says, "I would highly recommend partnering with them. You don't need to know exactly what the idea is or every question you're going to cover for it to be successful. What you need is time, and to work as a collaborative partner. Y'all have been great to work with, and the process has been super smooth."
We really value original research. It's one of the few things that is going to be left to stand out and be unique. As a business you can invest money in this that your customer can't invest just for themselves.
