From screenings to streaming: How IndieFlix leverages offline events to grow their online video business

Finding room to grow in the over-the-top (OTT) streaming space can seem daunting, especially when 91% of households subscribe to the dominating players: Netflix, Hulu, or Amazon. Yet creators and businesses of all shapes and sizes are finding success with distributing niche content online. Take IndieFlix — a company focused on promoting and supporting social impact films and filmmakers. With tens of thousands of subscribers (and more joining every month), IndieFlix is a prime example of how with some creative thinking and marketing, niche content can find success in the OTT and live video space. We sat down with CEO and Co-Founder, Scilla Andreen, to learn more.

After pivoting from DVDs to streaming, Scilla was managing a team of developers to maintain their online films. She quickly found that the energy and resources it took to manage it on their own was at the expense of IndieFlix’s core mission: to create and distribute content for good.

“As we grew, it became a little too much,” Scilla says. “Am I going to focus on the technology piece, or am I going to focus on the marketing and content creation? The best way to grow the company would be to find a partner to support our back-end infrastructure.” By partnering with Vimeo OTT, IndieFlix has been able to refocus their efforts on creating films on social impact, and using them as conversation starters in communities around the world.

Learn more about their decision to work with Vimeo OTT in this highlight:

Marketing strategies for video businesses

Like many small and scrappy teams, IndieFlix has a limited marketing budget. They rely on social media, a weekly email newsletter, employee benefit programs, and Vimeo OTT’s promo codes to draw in new and maintain existing customers. But their greatest driver of marketing success stems not from a digital outlet, but rather in-person events. IndieFlix partners with schools and communities to screen their films. An open conversation follows, and attendees want to continue learning well after the event ends. Where do they go? Back to IndieFlix.com.

For example, Angst, an IndieFlix original documentary, focuses on the challenges many people face in coping with and managing anxiety; thousands of people have seen the film in screenings around the world. In an effort to further the conversation around normalizing anxiety, IndieFlix is launching a follow-up series to the film exclusively on their Vimeo OTT platform. Attendees who learn about IndieFlix at an offline event are driven back to their OTT platform, subsequently increasing their online subscriber base.

In addition to driving attendees back to their digital offerings, Scilla is planning to leverage live streaming as part of their next film, to bring their customers closer to the behind-the-scenes creation process.

Finally, some sound advice for those looking to dive into the OTT space:

Learn more about IndieFlix’s marketing tactics, as well as what advice Scilla has for those looking to jump into OTT and live streaming, in our full webinar below:

If you’re interested in exploring IndieFlix for yourself, they’re offering an exclusive discount just for our readers: use code angst to get 33% off your monthly subscription, for up to 12 months.

Vimeo provides an all-in-one OTT technology solution — from white-label apps to flexible monetization tools — for individuals and businesses to create branded video subscription services across all major platforms and connected devices. Learn more about starting your own OTT channel with our free resources today.

Why a Live Video Strategy is a Must-Have for Marketers [2020 Update]

Live streaming for marketers is no longer a novelty – live video is changing the way brands interact with their audiences. A live video strategy engages viewers in immediate and authentic ways that other social media formats cannot. And marketers are paying attention, with 28% investing more in live streaming.

Customers expect live video at every step of the consideration process. To meet this growing demand, savvy brands are finding new ways to use tools like Vimeo, LinkedIn Live, Facebook Live, and Periscope in their marketing stack.

“If you don’t livestream your show you’re missing out on a huge opportunity that your competitors are going to pick up on.” – Digital Manager, Carolina Herrera

91 million subscribers will utilize live streaming by 2024.

47% of viewers are live streaming more than a year ago.

Live streaming topped 1.1 billion hours in 2019.

80% of audiences would rather watch live video from a brand than read a blog.

82% prefer live video from a brand to social posts.

62% of consumers are more likely to have a negative perception of a brand that publishes poor-quality video.

Enjoyment of video increased sales intent by 97% and brand association by 139%.

Video on a landing page can increase conversion by 80% or more.

After watching a video, 64% of users are more likely to buy a product online.

Video in an email leads to 200-300% increase in click-through rate.

39% of executives call a vendor after viewing a video.

59% of executives would rather watch a video than read text.

73% of B2B businesses using live video report positive results to their ROI.

Livestreaming has the power to expand the viewership of an event attended by hundreds into the millions, to connect global offices, and to reach audiences of unprecedented scale for product launches, fashion shows, or exclusive fan releases.

There are more options for livestreaming than ever before, and understanding the equipment and up-front costs can be overwhelming.

Ready to explore a live video strategy for your brand?

We created The Ultimate Guide to Live Streaming Events because we know that while events and livestreaming may be essential to your marketing strategy, that doesn’t mean they’re easy. Nearly everything about event planning and live video is difficult – especially if you’re doing it for the first time. We want to provide you with the tools and information you need to make your event and livestream a success.


DOWNLOAD THE GUIDE

In this guide you will learn:

  • Statistics and data on how the live event and video industry is growing and driving ROI.
  • Event planning best practices and tips from professional large-scale event producers and marketers.
  • Step-by-step instructions and tools for going live from our production team.
  • How nine organizations use Vimeo’s live streaming tech to expand the reach of their audience and increase live event ROI.
  • All the technical terminology and lingo you need to understand live video production.