BLOCK Issue 4

THE START -UP
SURVIVAL
STRATEGY
初 创 公 司 的 生 存 策 略
WORDS BY RAVNEET KAUR
According to Forbes earlier this April, COVID-19
ramifications for start-ups have already
begun to hit globally. Investments in startups
have plummeted, and it’s predicted that this year
alone, 28 billion dollars worth of start-up investments
will disappear. Unfortunately it doesn’t end there,
as many companies weren’t prepared for working
from home. Companies like ZipRecruiter have been
forced to cut 40% of their staff, and OneWeb filed for
bankruptcy amid the crisis.
Not all companies are made equally in this disaster,
some are thriving. Companies focusing on webinar and
cloud-based tools have quickly seen a spike in users as
companies are forced to move remotely. Refocusing your
time onto new marketing tactics, especially ones which
drive direct conversions, can set you up for success now
and build assets for long-term growth into the future.
VIDEO MARKETING
This strategy can be through online streaming,
webinars, LIVEs, and creating videos for your
company. The numbers support this, as 70% of
consumers say they’ve shared videos put out by
a brand, and 52% say that watching videos on
the product makes them more confident in online
purchasing decisions. Live videos can be used to show
product demos, and behind-the-scene moments of
the brand to build your brand’s community.
Try your hand at webinar tools like On24 or Zoom
conferencing. If budget allows, these tools will provide
additional features and help engage your online community
in new and unique ways! Facebook and Instagram stories
are also a great way to not only attract attention but also
repurpose video content you may already have.
70 | #AIBCsummit Issue 4