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Marketing

How video messages help us grow Loom

Loom’s VP of Marketing relies on video messages to inspire a growing team and drive the execution of goals, from the other side of the world. Loom provides the team extra agility and the clarity required to execute campaigns, deliver creative feedback, manage a blog, and keep the entire company informed of important initiatives.

Just like any leader, I’m always looking for ways to work smarter. This is even more critical since I’m based in Sydney, Australia while the rest of my team is based in North America. Loom has enabled us to scale and move as quickly, if not quicker than co-located teams since we’re not dependent on defacto synchronous communication methods to make progress and get work done. 

Instead of falling into the inevitable trap of being over-reliant on email, chat, and meetings, we find we’re more efficient and effective when we communicate primarily with video messages. There’s no need to coordinate schedules. There’s no need for anyone to work when they normally wouldn’t. Everyone can work in their own time and at their own pace. For example, I can quickly answer the question, “Do you like Option A or Option B?” while maintaining the level of nuance I would bring to a meeting. 

I send anywhere between five to ten Looms on a normal day and consume twice as many. I can’t imagine working without Loom now. Here are some specific ways you can use Loom to give your marketing team (or any team, really) an edge.

Marketing projects and campaigns

Video kick-offs or strategic briefs

When you share creative or strategic briefs over Loom, you often eliminate the need for a meeting. Team members get the information they need without having to spend the time trying to schedule a call. There’s nothing wrong with having a meeting, but finding a time that works for everyone typically slows things down. Why do that when you can replace a meeting with a video message instead? Exactly.

When you send over a kickoff loom and people still need clarification, they can send a video message back with questions. Even projects that require a real-time brainstorming session benefit from prepping with a loom that shares background information. That way, everyone’s informed walking into the meeting and can make the best use of shared time. Record the meeting, so people can reference it, process information, and take notes as needed.

Here’s a video walkthrough of a brief I put together to show the design team some updates we wanted to make to our website.

Collaborating across teams

Most of our projects require some level of cross-functional collaboration. We’re often working with product managers, designers, and engineers to bring a campaign to fruition. Using Loom can help ensure alignment with everyone, especially when we’re not in the same timezone. Instead of letting the everyday details fall through the cracks — or hold everyone up — we can touch base daily and keep things moving toward our deadlines. 

Here’s an update I sent to the large cross-functional team who worked on Loom’s COVID-19 response about when we could expect to launch.

Giving feedback 

Providing feedback via a video message enables you to inject your tone of voice, body language, and the sense of personal connection to deliver constructive criticism in context. It’s much easier to offer a nuanced, helpful response with a video message, and it doesn’t require taking extra time to find the exact right words. 

You’re also more likely to get your message across the first time in a Loom. With text-based communication, there’s more room for misalignment and the instinct to go back and forth more than necessary, which drags out any project. With Loom, iterations go more quickly because you can literally point to the changes you would like to have made while you talk–just like you’d do in-person. 

Here’s some feedback I shared with one of our designers on a couple of website updates.

Content strategy

Distribution and promotion

Our team creates looms to announce and introduce new content that we’ve created to our followers on social. Videos often benefit from higher engagement than text-based promotion on LinkedIn and Twitter. Putting a face to the people behind the curtain and briefly talking through the thought-process behind the content offers a more personal connection and stands out when compared to your standard post.


Editorial feedback

We also use looms to give editorial feedback on content that contributors submit to our blog. Rather than tease out edits over email, we can talk about structural changes and more nuanced feedback in a quick loom. In three minutes, you can say what it may have taken 20 minutes to write out — and with better results. 

Here’s a loom Emily, our Content Marketing Lead, sent me about the draft of the very article you’re reading. 

Keeping a growing company informed

As a member of the executive team who’s focused on building and growing a high-performing marketing team, it’s imperative that I take the time to communicate our goals, progress, and priorities not just to my team, but to the entire company.

Sharing quarterly reviews 

Completing and communicating progress against our quarterly goals isn’t specific to the marketing team — every team at Loom records videos like these to give everyone else a high-level overview of what we’ve been working on, and what our goals are moving forward.

The Marketing team’s quarterly review for Q1 2020
Introducing new teammates 

Loom’s team is growing but still relatively small, so it makes sense to introduce the whole company to new team members that they can expect to work with.

Here’s the loom I recorded to share with the company that we’d hired Julia as our Senior Product Marketing Manager.
Keeping everyone up to date

We share internal announcements in a Slack channel called “nomo-fomo,” so everyone at Loom can keep a pulse on the company. I’ll often record a video message to share major updates there. 

Here’s the Loom I sent to the team to let everyone know to expect our Series B announcement the following day.

To build internal momentum and excitement, it’s critical that we keep not just our customers, but our fellow Loommates, informed about the latest updates and improvements to our product. Sharing product announcements in a video message ensures our internal communications are as robust as our external marketing and that the people involved are getting the recognition they deserve.

With this video message, I let the company know we had shipped the first version of Loom’s Jira and Jira Service Desk integration.

Communicate better every day

At the end of the day, it’s easier and more efficient for me to share my thoughts in a quick video — and it’s more expressive, too. Sending a video message affords me the time to develop my thoughts and deliver feedback in a more constructive manner. And for the person receiving the feedback, they can watch and digest that feedback in their own time. Everyone benefits from watching someone demonstrate or illustrate what they’re speaking to at the same time they say it and unlike text-based communication methods, there’s less room for your message being misinterpreted or misunderstood. It’s a win-win.

Communication is the mother of all skills for everyone, especially for marketers. Loom makes our team better communicators. Whenever I need to share anything — kick off a project, deliver a message, share feedback or say thanks — I default to Loom. Plus, it helps me connect face-to-face with all of my colleagues, which is powerful when you’re over 7,000 miles away.

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