How did Vimeo become THE preferred video marketing platform for brands?

Last week, I presented to you new actor to watch in 2021. This week I would like us to talk about the spectacular return of a platform that you had perhaps forgotten and which nevertheless once stood shoulder to shoulder with Youtube: I named Vimeo. This video streaming solution born in 2004 (i.e. 1 year before Youtube) has never been doing so well.

A few figures to illustrate this:

• 715 million videos viewed each month (80% increase in 1 year)
• 170 million active users
• $300 million raised a few weeks ago

What are the reasons for this comeback?

Vimeo has positioned itself as the anti-YouTube. No ads, a customizable player, the possibility of integrating “Call To Action” directly into the video to increase lead generation.

Latest new feature, direct integration with marketing tools and CRMs (Mailchimp, Hubspot and Constant contact).

In summary, Vimeo has understood that video is a strong factor of engagement for brands and that the latter are often cramped in what they offer Youtube. By offering a solution that meets these pain points Vimeo is poised to become the preferred platform for brands looking for more than views on their videos. Moreover, a sign that budding creators are not the target, Vimeo no longer offers a free plan.

In any case, these recent developments make me want to give the platform another chance.