Video Marketing in a Down Economy: Why Now is the Time to Show Up
- Samantha Morgan
- Apr 17
- 3 min read
Updated: 2 days ago
When the economy tightens and uncertainty grows, most businesses ask the same question: should we scale back marketing, or lean in?
At QuickFlip Media, we believe the answer is clear: you lean in. Not just for the sake of staying active, but because the data, and real-world results, prove it’s the smart move.
During our latest Webinar Wednesday, we explored why video marketing is the most effective, adaptable, and high-ROI strategy you can rely on in any economy. Here’s what we covered.
Marketing During a Downturn: What the Data Tells Us
According to the U.S. Chamber of Commerce, 58% of small business owners currently list inflation as their #1 concern. A separate study from Guidant Financial shows that over a third worry that economic uncertainty will impact their revenue in 2024.
And yet, brands that continue to market during economic slowdowns see up to 275% more growth once recovery begins. That figure comes from a long-term McGraw-Hill study, and it’s supported by real examples.
One of the most powerful stories comes from the N2 Company, publisher of Stroll Magazine. While many businesses pulled back during COVID, N2 leaned into their marketing and grew their revenue from $125M in 2020 to $145M in 2022. In fact, they were named one of the fastest-growing private companies in the U.S. by Inc. Magazine, eight years in a row.
Airbnb, Mailchimp, and Domino’s Pizza did the same thing during past recessions. The pattern is clear: visibility wins.
Why Graphic Posts Don’t Cut It Anymore
If you’re still relying mostly on Canva templates or quote cards, it’s time to evolve.
Social platforms like Instagram, Facebook, and LinkedIn are pushing video, not graphics. Why? Because video keeps people engaged longer. Viewers retain 95% of a message when watching it on video, compared to just 10% through text.
That doesn’t mean graphics are dead, but they shouldn’t be doing all the heavy lifting. Video is now the backbone of digital content, and the best way to show up consistently, authentically, and memorably.
What Kind of Video Actually Works Right Now?
We focused on three recession-proof strategies that anyone can use:
1. Short-form with strategy: Forget random dances and trends. We’re talking 30-second videos with clear messaging, simple calls to action, and real value. These are the videos that get seen, shared, and remembered.
2. Personal + Founder-led content: When people feel uncertain, they crave trust and transparency. Founder videos, whether it’s a quick check-in, behind-the-scenes peek, or values-based message, help humanize your brand. One great example? Mallory Kennedy of Sweet Baton Rouge. Her authentic, camera-facing storytelling has helped build a loyal community around her local lifestyle brand.
3. Repurposing your contentThe smartest marketers don’t just post, they multiply. One video can become an email, a blog post, a reel, a YouTube Short, and a web feature. Don’t just create content, build a system that works over time.
What to Avoid
Too many businesses still:
Rely on one expensive, over-produced video
Ghost their audience for weeks, then binge-post
Talk about themselves more than the problem they solve
Video marketing works best when it’s consistent, audience-first, and built around value—not perfection.
Need Help Getting Started? Join Us In Person.
If this resonates but you still feel stuck, we’ve built something to help: our 3-Day Video Basics Workshop.
This in-person workshop is designed to help small business owners:
Clarify their message
Learn how to shoot great video with the gear they have
Create their first batch of content
Build a repurposing system that keeps working
Our next session is happening April 29, 30 & May 1 in Baton Rouge. Attendees leave with real content done, and the skills to keep going.
Up Next: Webinar Wednesday on May 28
Want to keep learning with us? Mark your calendar for our next Webinar Wednesday on May 28, where we’ll be diving into the best video editing tools for beginners and business owners.
You’ll learn how to choose the right platform for your needs, and how to go from raw footage to polished content, without needing to be a pro.
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