91% of marketers believe video is essential for their strategies.
For Adam Harrison, VP of Marketing at Weavr, video is more than a marketing tool; it’s the bridge between explaining complex fintech concepts and connecting with audiences on a personal level.
Weavr, a fintech company specializing in embedded finance, has embraced video to simplify intricate ideas, humanize its brand, and get the most out of every piece of content. In a recent webinar, Adam shared how his team uses video to connect with their audience. From using internal communications as a testing ground to scaling video production with AI, Adam’s insights offer practical, creative solutions for any marketer eager to do more with video.
Skip to a specific section:
- The power of video for marketing
- Starting small: Internal comms as a safe practice ground
- Scaling video creation with hybrid models
- Sweating the assets: Maximizing ROI from video content
- Maintaining brand consistency across teams
- Insights into LinkedIn’s video moment and future trends
The power of video for marketing
For companies like Weavr, video isn’t just about looking polished; it’s about solving real challenges. Adam explained that embedded finance, the core of Weavr’s product, can feel invisible and complicated to explain. Video allows his team to show, not tell.
Here’s why video works for fintech—and beyond:
- Explain complex ideas: When words fail, visuals and storytelling succeed. Whether you’re explaining a product feature or breaking down a complicated process, video helps make it digestible.
- Add personality to your brand: Customers don’t just buy products; they buy from people. Videos featuring your team or sharing behind-the-scenes stories make your brand relatable.
Takeaway: Sometimes the written word isn’t enough to convey certain ideas or what you do. Identify these parts of your product or service that need video. A short explainer or a talking head video can effectively simplify and highlight these key points.
💡Adam’s perspective: “Video takes what can sometimes be a complex message and makes it intelligible through sound, motion, and sight.”
Starting small: Internal comms as a safe practice ground
If creating videos feels daunting, start where Adam did: Within his company. Weavr used video to streamline internal communications; a low-risk but high value environment for the team to build their confidence. Once you're comfortable creating videos internally, you can transfer these skills to create video content for external comms too.
How Weavr started with internal comms:
- Campaign previews: Instead of long emails or static PowerPoint decks, Adam and his team used quick video recordings to explain upcoming campaigns to colleagues.
- Approvals and updates: Adam often recorded videos walking through designs, saving his CEO the time it would take to review static files.
- Boosting morale: From funny skits to personalized messages, the team experimented with creative, informal videos to build camaraderie.
Takeaway: Start with internal video projects to build confidence and experiment. You don't need high production value—just engaging content, like a quick Loom video or team highlights with VEED’s avatar tools.
💡Adam’s insight: “Internal comms is a safe place to practice. Nobody externally is going to see it, so you can experiment and build skills.”
Scaling video creation with hybrid models
Once you’ve mastered the basics, it’s time to scale. At Weavr, Adam uses a hybrid approach: Partnering with agencies for high-production projects and leveraging VEED’s self-serve tools for quicker, cost-effective content.
They also rely on pre-designed templates in VEED that make it easy for non-designers to produce on-brand videos consistently.
Takeaway: Reserve agency budgets for videos with high external impact, like product launches, and use tools like VEED to create everything else in-house.
💡Adam’s perspective: “We’ve moved from relying on agencies to creating 5, 10, or 15 videos ourselves from a single video asset.”
Sweating the assets: Maximizing ROI from video content
Adam’s team doesn’t stop when they’ve created a video. Instead, they squeeze every drop of value out of their content. This strategy, often referred to as "sweating the assets” by marketers, ensures every video drives maximum impact.
They typically start with a long-form video, like a webinar. From there, they use VEED Clips to extract 5–10 bite-sized snippets for social media. Then, they turn one video into multiple versions—vertical for TikTok, square for Instagram, and horizontal for YouTube.
The shorter, repurposed clips are perfect for keeping the social feeds active without creating brand-new content every time.
Takeaway: Don’t create one-off videos. Think about how each video can serve multiple purposes. For example, a webinar can become teaser clips, LinkedIn posts, or even a blog post like this one.
💡Adam’s advice: “One webinar or campaign video can become your entire social media strategy for a month.”
Maintaining brand consistency across teams
As more teams at Weavr started creating their own videos, maintaining brand consistency became crucial. Adam’s team put simple systems in place to empower others without losing control.
Tips for keeping videos on-brand from Adam:
- Use brand kits: VEED’s brand kit feature allows Adam’s team to standardize fonts, colors, and logos across all videos.
- Create templates: Custom templates with pre-made intros and outros make it easy for non-marketing teams to stay on-brand.
- Focus on guidelines, not policing: Adam’s team sets guardrails rather than micromanaging every video, giving teams the freedom to create while ensuring quality.
Takeaway: If multiple teams in your company are creating videos, set up brand kits and templates to keep things cohesive. Tools like VEED make this process seamless and scalable.
💡Adam’s insight: “[Marketing] cannot police every asset, but with guardrails, we ensure the end product is on brand.”
Insights into LinkedIn’s video moment and future trends
LinkedIn is having a video moment, and Adam’s team is taking full advantage. For Weavr, LinkedIn is the go-to platform for engaging a B2B audience, making video a key part of their strategy.
How Weavr adapts to LinkedIn trends:
- Repurpose written content: Turn top-performing blogs or white papers into quick, engaging videos.
- Lean into AI tools: Using VEED’s Video GPT, Adam’s team quickly converts scripts into finished videos, cutting down production time.
- Optimize for LinkedIn: Short, eye-catching videos with strong hooks perform best on the platform.
Takeaway: Don’t wait to jump on LinkedIn’s video wave. Start with your best-performing content and experiment with short, platform-optimized videos. Tools like VEED’s Video GPT make it easy to get started.
💡Adam’s reflection: “Good content is the foundation of good video. LinkedIn’s focus on video is an opportunity we don’t want to miss.”
Wrapping it up
Adam’s journey with video marketing at Weavr shows that you don’t need a massive budget or Hollywood-level skills to make an impact. Start small, repurpose creatively, and embrace tools that simplify the process. Video isn’t just for fintech—it’s for every marketer ready to tell their story.
Ready to try your hand at video marketing? Tools like VEED can help you create engaging, professional videos with ease. Start experimenting today and see where video can take your brand.
