Performance Video Presents D2C Companies with Opportunities to Scale
The pivotal moment for a D2C company’s growth comes after they’ve achieved product-market fit and secured their initial funding, typically in a seed or A/B round. At this point, companies are looking for ways to accelerate growth and expand their reach. One of the most critical and often overlooked elements for achieving scale is the strategic use of brand-performance video creative across both TV and digital platforms.
Video has become an essential component of a brand’s marketing mix because of its unique ability to connect with consumers on a deeper level. Matt Angorn, Creative Director at GainShare, with experience scaling brands like Audible and Shutterstock, emphasizes, “In-house teams can excel at early creative efforts, but scaling performance creative requires a higher level of strategy and expertise. It’s not just about producing eye-catching content; it’s about producing the right kind of content that connects emotionally and drives consumer action across platforms.”
Why is video so critical for scaling?
Video content has the power to engage, inform, and drive action stronger than other mediums. According to recent studies, 72% of consumers prefer learning about products or services through video, and 84% have been convinced to make a purchase after watching a brand’s video. Moreover, 91% of consumers actively want to see more online video content from brands (Wyzowl, 2023). These statistics reveal a significant opportunity for companies to tap into the preferences of their target audience through compelling video content.
In the competitive landscape of D2C brands, differentiation is key. At a time when these companies are looking to move beyond grassroots marketing efforts, video provides a way to convey not just the functional aspects of their products but also the emotional narrative behind the brand. When done right, video can create a memorable connection between the brand and its audience, leading to increased trust and higher conversion rates.
Impact of performance video on scaling
For D2C brands, scaling often comes with a set of challenges—limited budgets, pressure to prove returns on investment, and the need to quickly build brand awareness. Video helps overcome these challenges by allowing brands to communicate their value proposition effectively across multiple channels, from TV to YouTube to Meta.
By investing in high-quality, performance-driven video, brands can significantly improve their marketing efficiency. Video content is not only more likely to grab consumer attention, but it is also easily adaptable to different formats and platforms, making it a versatile asset that can be repurposed across campaigns and channels.
Walkey emphasizes, “It’s not just about creating content; it’s about creating the right kind of content that drives results. When brands make the leap to professional video production, they see a noticeable lift in engagement and conversions. Getting the video right is so important. It literally brings the brand to life."
Why DIY creative falls short when scaling
Many D2C brands start with bootstrapped creative—DIY videos, user-generated content, and low-cost production techniques. While these methods can be effective in the early stages of brand development, they often fall short when companies are ready to scale. At this critical juncture, the brand’s identity needs to be communicated consistently and effectively across all touchpoints, something that DIY creative may struggle to achieve.
Scaled-up video production ensures that the messaging, tone, and visual quality align with the brand’s positioning in the marketplace. A polished video not only elevates the perception of the brand but also instills confidence in potential customers. Consumers are more likely to trust a brand that invests in high-quality visuals, and trust is a key driver of conversion, especially for newer or emerging brands.
Unlocking growth through video
As D2C companies move beyond initial growth stages, the ability to scale successfully depends on how well they can tell their story to a broader audience. Video is a crucial tool in unlocking this growth because it has the power to engage viewers in a way that other forms of media cannot. Whether through dynamic product demonstrations, compelling brand storytelling, or customer testimonials, video can convey a brand’s value proposition in seconds—something that is vital in today’s fast-paced, attention-driven marketplace.
For D2C companies aiming to scale, the right performance video can be the difference between steady growth and exponential success. It is an investment that pays off not just in brand awareness but in measurable business outcomes—higher conversions, increased customer acquisition, and ultimately, revenue growth.
Sources:
https://www.webfx.com/blog/marketing/video-marketing-statistics/#:~:text=91%25%20of%20companies%20use%20videos,invested%20in%20paid%20video%20ads.
https://www.oberlo.com/blog/video-marketing-statistics
https://invideo.io/blog/video-marketing-statistics/
