Chapter Markers Make Webinars Reusable
Shanna Leonardi, content manager at EditShare, on the webinar engagement process
Chapter markers turn a webinar from a one time event into a reusable video asset. That matters because the real audience often shows up after the live session, not during it. At EditShare, recorded viewing was about 10 times live engagement, and the team already moved Zoom recordings into Wistia for better playback, embedding, and gating. In practice, chaptering lets a busy buyer jump straight to the product demo, pricing section, or Q and A instead of scrubbing through an hour long replay.
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The workflow split is very concrete. Zoom handled registration, reminders, polls, and backstage logistics for the live event, then EditShare downloaded the recording and uploaded it to Wistia for blog embeds, forms, and better post event presentation. That shows where each product wins. Zoom runs the event, Wistia packages the replay.
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Wistia built its webinar product around this exact handoff. The product thesis is that companies want one place to host the live session, trim the recording, capture leads with forms, publish the replay, and track analytics across both live and on demand viewing. Chapter markers fit that broader on demand workflow.
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This also explains why video native webinar tools can justify a seat next to Zoom. Zoom is often the default because companies already pay for it, but its value is strongest during the meeting itself. Wistia is stronger when the webinar needs to keep generating views, leads, and blog traffic for weeks after the event.
Webinar software is moving toward a model where the live event is just the recording session for a longer lived content asset. The winning products will be the ones that make replay consumption fast, searchable, and lead generative, because that is where most of the audience and business value increasingly sit.