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It can help to quickly and effectively communicate the value of the startup, and can be more engaging and attention-grabbing than other forms of content such as text-based articles or infographics. Additionally, video content can help to humanise the startup and its team members, which can be important for building trust and establishing a connection with viewers. Overall, video content can be a powerful tool for startups to use in their marketing and communications efforts.
When meeting founders looking to become members of Dream Factory, we often get asked how content can still be important for B2B or SaaS businesses. While content creation for FMCG (fast moving consumer goods) businesses might be a bit more clear, content is still incredibly valuable for scaling any business.
In this article, we’ll be looking at three non-FMCG businesses to see how they successfully used video content to grow their business: Airbnb, Tinder, and Slack.
Airbnb is a great example of a non-FMCG business that has recently taken great strides in using video-content marketing. They reduced their paid performance marketing (google search ads) and have focused more on marketing their brand through direct and unpaid channels.
While reducing their paid performance marketing budget, Airbnb spent the past year focussing on creating photo and video content that appealed directly to their brand. Instead of marketing themselves as just another business in the hotel industry, they created content that capitalised on their quirkiness.
This campaign was clever as it simultaneously showcase the properties available on Airbnb and their quirkiness, which was marketed as having a space to fit everybody’s holiday needs. This was done through the implementation of ‘Categories’ within the campaign; they circulated video and photo content with guests staying in castles, beach front bungalows, and alien-themed ‘space-houses’. Their content showed real people experiencing everything but an ‘ordinary’ holiday, emphasising there is no limit of options with Airbnb.
Although eponymous with online dating in 2022, when Tinder first launched online dating wasn’t popular for young singles. Thus, their strategy focused on reaching and engaging urban millennial and Gen-Z singles through channels they’d be more familiar with. The company has used video in a number of ways, including creating short, attention-grabbing ads that showcase the app's features and highlight the benefits of using it. These videos have helped to increase awareness of the app and drive user growth.
These channels were mainly on social media, so Tinder took to creating video content which had to be as unique as their target audience. They sought to add humour to the very real fears of being single and dating through people-centric video content.
Using video content was vital to their marketing strategy during Covid, where they adapted to changing consumer needs and methods of communication. Their videos focused on new quirks and hobbies picked up during the pandemic or ‘new normal’ conversation topics like vaccination status.
Slack is a hugely popular chat software for all sorts of businesses. Even though not a tangible product, Slack is still a master of content.
The most important message for SaaS brands such as Slack to communicate to their audience is accessibility and understanding of how to use their service. This is a perfect example of a non-FMCG brand relying on video content to promote brand awareness. Slack turns these user journey explanations into exciting and personable, relatable videos.
In addition to explanatory videos, Slack has looked to video testimonials and social proof as essential to their strategy. Hearing real-life people discussing how the service has directly helped them adds a powerful emotional component, rather than using written case studies.
In the aftermath of the pandemic, Slack has capitalised on the struggles of remote working with video content that highlights how their service helps workers ‘stay productive from anywhere’ and stay connected as well.
Overall, these companies demonstrate the potential of using video as part of a marketing strategy for startups. Video can help to quickly and effectively communicate a company's value proposition, and this can help to drive growth and success.
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