Common Craft and Wistia Offer a New Model for Online Video Monetization

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Common Craft, makers of the popular "in Plain English" series of videos is partnering with Wistia, a video sharing company, to offer a new subscription service that packages video hosting and licensing.

It's not easy for online video producers these days. Advertising revenue is falling and anyone with a camera and an idea can get into the business. The industry needs new models, new ways to make money from high quality content. The partnership between Common Craft and Wistia is doing just that - creating a new way for video producers to make a living.

Common Craft's series of "in Plain English" videos have been viewed over 15 million times since 2007. From this visibility, the company created a successful business around licensing their videos for professional (usually offline) use. But something was missing. Lee LeFever, Principal of Common Craft explains, "Our customers wanted to share our videos on websites, but often lacked the skills to host the licensed videos themselves. They needed copy-and-paste embed code for sharing them with site visitors." The company explored offering this kind of service, but it wasn't a good fit. "We're video producers, not web monkeys."

Over the course of two years, a relationship developed between Common Craft and Wistia. Chris Savage, CEO of, explains "It was a natural fit. Common Craft's customers need a way to share their videos with their prospects, customers, and employees, and we provide exactly that." Wistia's video sharing tool lets businesses easily manage, share, and track video.

Already, a number of companies have licensed Common Craft videos through Wistia to great success. Kathryn Powell of is a current customer of the new service and explains, "We use several Common Craft videos on our website to educate college and high school students. We've been very happy with the level of service and seamless integration offered by Common Craft’s hosting partner, Wistia. And the cost is so reasonable!"

Pricing starts at $74 per month and includes one Common Craft video license ($35) and a Wistia account ($39). Additional Common Craft videos are $35 per month. Visit to find and license videos. Learn more about Wistia at


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