How HubSpot turned customer education videos into a brand multiplier

Here at HubSpot, demand for video kept growing. But our video team couldn’t realistically support every request.

Before Capsule, most of that work depended on an already-stretched centralized video team or expensive external agencies.

That meant long timelines, higher costs, and less flexibility for teams that needed to move quickly.

What we wanted was a way for people across the business to create high-quality, on-brand video themselves.

That’s where Capsule came in.

With HubSpot’s exact brand standards built into Capsule, teams outside our video team can now produce on-brand videos that look like they were crafted by pros with decades of experience.

Today, we’re able to scale video across HubSpot without breaking the brand or overwhelming the video team. Now, our creatives can focus on higher-impact work. And other departments move faster because they create their videos themselves, when they need them.

In one year, HubSpot Academy professors created 900 videos using Capsule—content that simply wouldn’t have been possible for our video team to produce on its own. And it’s allowed our team to focus more of our time on major events and announcements.