For a business to sell its products or services, it must first find and build an audience. Video is one of the most effective ways for brands to create visibility — according to 2024 research by Capital One Shopping, video marketing has helped 90% of companies build brand awareness.
Videos can guide customers from discovery to purchase by demonstrating a brand’s values, building trust, and simplifying unique selling points. A well-executed video strategy for businesses of all sizes can attract attention and fuel sustainable growth.
Businesses can start building brand awareness from Day One for free with Vimeo’s video platform. Vimeo allows users to create, edit, and host video content that resonates with their audience and drives results. Let’s look at how four businesses use Vimeo to grow their brand and revenue.
Vermicular
Kuni and Tomo Hijikata founded Vermicular in 2010, drawing on generations of craftsmanship to create high-quality cast iron cookware. Operating solely in Japan, enthusiastic word of mouth was enough to drive the company’s early success: demand for their first cast iron pot resulted in a fifteen-month backorder.
However, as Vermicular’s focus shifted to global expansion, they needed a new approach to marketing. For Vermicular, video content has been key in overcoming language barriers and building brand awareness from scratch in new international markets.
By partnering with a chef and designing a brand story video, Vermicular has successfully communicated the company’s mission and values to customers in the U.S., China, and beyond. “Visuals are always more effective than just the written word, and this is especially true in the realm of cooking,” explains Hayashi.
Vimeo is supporting Vermicular with its expansion efforts. With Vimeo, Vermicular has complete control over how it presents its brand to the world. “The clutter-free and ad-free experience allows seamless user experience throughout the website and protects the ‘touch and feel’ of our brand,” adds Hayashi.
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“Without our videos, we’d have a much tougher time expanding our business.”
Tarform
For motorbike enthusiasts, there is nothing quite like the thrill of the open road. But with traditional motorcycles relying on fossil fuels and resource-intensive materials, that thrill comes at a cost to the environment.
Tarform is a Brooklyn-based startup that produces electric motorcycles powered by clean energy, featuring vegan leather seats, flax seed side panels, and natural algae pigments.
Tarform uses immersive video content hosted on Vimeo to present the brand and its values to bikers worldwide. Visitors to the Tarform site can explore product features through embedded video or experience the thrill of the ride with virtual video-hybrid content. Adding video to Tarform’s marketing strategy has increased interest in the brand by 800%.
“Our ambition is to inspire people to adopt a more sustainable mindset through engaging stories around design, technology, and ecology,” says Kravtchouk. “Video is one of the most impactful ways to share these stories and spark conversations.”
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“Video invites the audience in and creates an intimate connection. In the end, if our content evokes an emotion, people will remember the brand and want to be part of it.”
California Wild Gardens
California Wild Garden delivers low-water plant packs directly to your home, allowing customers to create sustainable outdoor spaces at home. When Briana Lyon started the California Wild Garden brand, one of her most significant challenges was introducing the concept to customers without cultivating her own garden.
“As an artist, I always want to make things more detailed, but people need simplicity and clarity,” explains Lyon. “Finding Vimeo, paired with simple tools like Shopify, made it so easy for me to plug in these years’ worth of experimental work that I’d done and translate that into an understandable product.”
By creating professional explainer videos for her website, Vimeo is helping Lyon spread the word about the California Wild brand. A few weeks after adding videos to popular product pages, California Wild website traffic had increased by 24% and items added to the cart by 29% — a significant boost for a growing brand.
“I am just launching my business,” Lyon says. “But I can tell you that the quality, cleanliness, and professionalism of my website went from meh to mesmerizing with Vimeo.”
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“We have an innovative product. Vimeo is a super powerful tool for conveying how we work without endless pages of infographics and text.”
Non-stop dogwear
Non-stop dogwear’s creative video strategy presents the brand as the leading option for high-performance animal accessories. Using interactive video quizzes, Non-stop dogwear customers can find the product they need and receive recommendations based on their pet and use case. The strategy creates a personal connection and a feeling of trust between the brand and its clients.
Even after a customer identifies the right product, video plays a key role in the sales process. Non-stop dogwear’s customer support videos help shoppers make the perfect purchase decision, avoiding revenue lost through returned items.
“We realize that people are just simply measuring wrong, so they order the wrong size of equipment and then we have higher return rates,” explains Csizmadia. “In order to reduce the return rates, we created content that we can provide them with.”
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“We made interactive videos where a person guides them through this journey…having this personal feeling makes it easier to connect.”
Start building awareness today
There’s no shortcut to building awareness and earning trust, but Vimeo simplifies the process of creating an effective video strategy with powerful, easy-to-use tools. Sign up to Vimeo today for free and join thousands of businesses growing their brand and revenue with captivating video content.
Interested in learning more about how Vimeo can help you move the needle? Reach out to arrange a demo.
