Hello HUM is a Boston-based company devoted to making a difference in the cannabis community. Launched in 2019, the canna-tech company has a commitment to keeping their users at the forefront of everything they do. But the small team of six often found themselves de-prioritizing video production in favor of other immediate needs, which kept them from connecting to their people. “Typically, we’d post a video every few months,” says Nina McGee, HUM’s graphic designer. After a year of trying to squeeze video production into their crazy busy workflows, the HUM team found Vimeo Create. Since 2020, the team has been able to seriously scale their video production, all while identifying some invaluable video insights by keeping a close eye on their analytics. Here’s how.
Vimeo Create enabled us to save on filming and marketing costs at a time where we did not have the budget.”
Nina McGee, Graphic Designer at Hello HUM

More, but better  

“We use Vimeo Create as a tool for creating short-form videos,” says Nina. “Most of the content we published with Vimeo Create took a couple of minutes or less to produce.” Beyond the time save, Nina says Vimeo Create has been vital in helping them create content, particularly during a global pandemic. “Given the pandemic and constrained resources, Vimeo Create became an extremely helpful tool for us,” she adds. “Vimeo Create enabled us to save on filming and marketing costs when we didn’t have the budget. We were also able to make use of old content by cutting the same imagery in refreshing and new ways.” Now, even amidst an unprecedented economic disruption, HUM is posting 1 – 2 videos per month, a near 100% increase on their previous creation cadence.

Invaluable insights

“We’ve used social media a lot more during the pandemic to stay in touch with our customers,” says Nina. With more opportunities than ever to test and tweak content with Vimeo Create, the Hello HUM team has been able to unlock some crucial video insights of their own. And, it’s intel any video marketer can utilize in their own work.

Hello HUM’s video pro-tip?

Opting for text overlay in your video can seriously increase your CTR and engagement.

In a test of videos with and without text overlays, the videos with the overlays racked up a 30% higher CTR and resulted in 55% more clicks when compared to videos without.

(Good thing our Vimeo Create templates are designed with that detail in mind.)

With Vimeo Create, the HUM team is able to create high-result social media content that also helps teach them about their audience, which means they can focus their efforts on content creation that actually moves the needle. (And then get back to work.)

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