Ramp Payments - Ramp Treasury
I LOVE this video.
It immediately caught my attention on LinkedIn (and that’s over half the job done right there).
As a product launch video, it ticks all the boxes:
- Copy that's direct and efficient, NOT all 12 pages of product features
- A well performed VO, NOT some boring corporate drone
- Punchy track with sound design, NOT classical piano tinkles
- Stylised product mockups, NOT dull screengrabs
- Scroll-stopping text animations, NOT icons and stock footage
- Portrait formatting to maximise space on the feed, NOT landscape and tiny
The result is a video that delivers in the two most important categories for fintech video:
- Engagement
- Information Retention
In terms of the creative choices, I love the illustration of the ‘old’ way of doing expense management with old fashion serif fonts, grain-y textures, and black and white photography.
The product animations pull out specific details of the platform rather than just showing it all at once.
And there’s only ever a few words on screen at once which makes it very mobile friendly.
All in all, Ramp smashed it.
Rating: 5/5
Plaid - The Fabric of Finance
Who doesn’t love getting a wink from a Benjamin Franklin illustration on a $100 bill?
The brand launch video is becoming more and more popular as fintechs look to distinguish themselves from similar products.
What’s great about this content from Plaid is how they look to achieve that difference.
I love the cheeky humour of the wink in the opening, which sets the tone for how Plaid see themselves.
Then there’s the old-to-new trope again with the bank note reinvented in neon gradients.
In the copy, Plaid have used the brand progression to mirror their ‘reinvention’ of money, tying their new look to their company mission.
In the second half, they situate this copy on mockups of their new homepage which is nice and subtle.
I love the use of their CTA ‘Let’s build’ to signal a shift in energies too.
All underpinned by a trap beat that keeps the visuals flowing.
Rating: 3.5/5
Square - The Check Out
And finally we have another text animation, this time for Square’s hosted checkout solution.
What I really like here is the adoption of the visual language of ecommerce and B2C brands.
It’s probably no surprise it looks very similar to Squarespace’s early adverts.
The colour palette and text-over-imagery really cement this in a retail backdrop, and the lazy chill-hop music track helps too.
It’s a subtle effect but by using the visual language their ICP is accustomed to, it helps them target the right profile, and more importantly, keep them engaged.
It also aids in recognition of the product features and uses.
This comes into its own when the video gets to the breakdown of product features, which lasers in on the specific benefits, and shows them off in nice UI mockups.
The viewer is already primed and knows what to expect, even if they’re not fully conscious of that yet.
Engagement, recognition, and retention.
Rating: 4/5
Wrap up
That’s a wrap! Hopefully, this has sparked some creative ideas.
If there’s a specific topic you’d love to see covered next, let me know.
And if you’ve spotted any standout fintech videos, I’d love to hear about them!
