Vimeo, which just raised $300 million in a funding round that valued it at $5.7 billion, has rolled out a new suite of tools and integrations in partnership with marketing platforms Mailchimp, HubSpot, and Constant Contact.
Chief among the new tools are branded, mobile-friendly, in-video contact forms that can link out to information like privacy policies, then track impressions and response rates within Vimeo’s analytics tab.
Vimeo also added the ability for clients to make GIFs from any of their videos, and embed those GIFs in email campaigns. This feature can auto-create custom embed codes for a number of marketers and email clients, including HubSpot, Mailchimp, Constant Contact, Campaign Monitor, Keap, Gmail, and Google AMP.
As for new integrations, Vimeo now lets clients connect their Vimeo accounts to Mailchimp, HubSpot, and Constant Contact, so lead information collected through Vimeo will automatically sync with their mailing lists on those platforms.
“Videos can increase click-through rates up to 300% and convert interested viewers into paying customers,” Mark Kornfilt, Vimeo’s chief product officer, said in a statement. “Our lead-generation solution is designed to be brilliantly simple so every marketer, regardless of budget or expertise, can add the power and utility of video to their toolbox.”
Joni Deus, Mailchimp’s senior director of product and partnerships, added, “Entrepreneurs and small businesses rely on a variety of marketing channels to engage with their customers. Adding video to email and offering lead generation capture on Vimeo within Mailchimp helps millions of our customers make the most out of their video content.”
Originally conceived as a competitor for YouTube, Vimeo pivoted to offering turnkey tools for various aspects of digital video, including livestreaming and screen recording, editing, distribution, storage, and monetization. In December, it announced that its revenues had grown 57% year-over-year, and in November it reported revenues of $75 million for Q3 2020. It currently has around 3,500 brands paying for its video tools.
Vimeo’s parent, IAC, has plans to spin the platform off into its own publicly traded company next quarter.