15 Women to Watch in Tech

Erika Trautman
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Erika Trautman

After 10 years of owning an Emmy-winning documentary production company, Erika Trautman started to wonder why online video wasn’t more innovative and interactive like the Web itself. So she set out to do something about it herself. In 2011 she co-founded Flixmaster, an easy-to-use platform (currently in private beta) that lets you link videos to other clips, text, images, forms, or maps. So advertisers, for example, can create video spots in a choose-your-own-adventure-style—viewers decide what happens next by selecting one of several options. Trautman says these “branching” videos are 16 times more likely than a regular video to rack up 200,000 views, her benchmark for a successful viral video. Viewers spend twice as much time watching these sorts of clips and twice as many buy products advertised in them.