Business/Finance  |  Engagement

How Visa Uses Video to Influence Decision-Makers

Visa is a global payments technology company that connects consumers, businesses, financial institutions, and governments in more than 200 countries and territories to fast, secure, and reliable electronic payments. Through Visa, financial institutions are able to offer more choices to consumers: pay now with debit, ahead of time with prepaid, or later with credit products.

Overview

In 2014, Visa Asia Pacific was looking for a way to reach and influence decision-makers in banks and merchants and governments across the region. Visa incorporated content marketing into their communication strategy and launched VisaAPnews.asia, a Tumblr newsroom that features engaging videos on topics such as economics, driving business, viewpoints, and innovation.

The choice of video content was a way for Visa to produce stories that had a genuine message and values. This enabled Visa to demonstrate their commitment to the authenticity of the content.

“ Outbrain has really helped us tell our story across Asia-Pacific. Through Outbrain, we are able to see what content works, what doesn’t, and we can get very smart with the money we invest to amplify our content. “

- Kris LeBoutillier, Content Director, Asia Pacific at Visa

Solution

VisaAPnews.aska worked with Click2View to create great video content and then used Outbrain to promote their content assets. This approach allowed VISA to reach audiences who were browsing content on premium publishers sites and were likely to be interested in their branded videos.

Results

The success of Visa’s content marketing efforts can be attributed to the quality of content that’s being amplified. Great storytelling, catchy headlines, and agile content creation with the help of Click2View have all contributed to the high level of engagement with Visa’s videos. The other key component of Visa’s success lies in Outbrain’s amplification capabilities: with a reach of nearly 100 million monthly uniques in Asia Pacific alone, Outbrain helped Visa connect with new audiences and drive traffic from premium publishers.

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