Growing a company today feels a bit like standing in a crowded market and trying to shout louder than everyone else. Videos help, but not all videos are meant to do the same job. This is where most growing companies get confused.
Should you invest in performance marketing creatives that are built to sell right now, or branding videos that focus on long-term trust and recall?
Both sound important. Both cost money. And both promise growth.
Let us break this down in a simple, practical way so you can decide what actually deserves your budget.
First, What Are Performance Marketing Creatives?
( Source – digitalforever.in )
Performance marketing creatives are videos designed to make people take immediate action.
That action could be clicking an ad, signing up, downloading an app, or buying a product.
In simple words, these videos are made to perform, not just to look good.
Common goals of performance creatives
-
Get leads
-
Drive sales
-
Increase app installs
-
Generate website traffic
These videos usually run on platforms like Meta Ads, Google Ads, YouTube Ads, or marketplaces.
How they usually look
-
Short and to the point
-
Clear problem and solution
-
Strong call to action, like Buy Now or Sign Up Today
-
Often made in multiple versions for testing
Jargon explained: A call to action means the exact action you want the viewer to take after watching the video.
Performance creatives are less about storytelling and more about results. Think of them as your best salesperson who does not waste time on small talk.
Check Out
Boss Wallah Studios empowers entrepreneurs and brands to produce high-quality content with ease.
What Are Branding Videos?
Branding videos focus on building trust, recognition, and emotional connection.
They are not in a hurry to sell. They want people to remember you, like you, and trust you.
These videos are usually used on websites, social media pages, YouTube channels, events, or PR campaigns.
Common goals of branding videos
-
Build brand awareness
-
Create emotional connection
-
Improve recall and credibility
-
Tell the company story
How they usually look
-
Well-planned visuals
-
Strong storytelling
-
Emotional or inspirational tone
-
Focus on values, mission, or vision
Jargon explained: Brand recall means how easily people remember your brand when they think of a product category.
Branding videos are like a good first impression. They may not sell immediately, but they make future selling easier.
ALSO READ | How a Scalable Video Production Agency Turns One Shoot Into 30+ Ad Creatives.
The Core Difference Between the Two
Before choosing, it helps to understand the real difference.
Performance marketing creatives ask,
“What will make this person click or buy today?”
Branding videos ask,
“What will make this person trust us tomorrow?”
One is short-term focused. The other is long-term focused. One brings quick numbers. The other builds lasting value.
When Performance Marketing Creatives Make More Sense
Growing companies often need momentum. That is where performance creatives shine.
They are ideal if
-
You need immediate leads or sales
-
You are launching a new product or offer
-
You want clear ROI tracking
-
You are testing markets or audiences
Jargon explained:
ROI means return on investment. It shows how much money you make compared to how much you spend.
Performance creatives allow fast learning. If one video fails, you make another. If one message works, you scale it.
This is why most startups and growth-stage companies rely heavily on performance videos.
When Branding Videos Are the Right Choice
Branding videos work best when your company has found some stability and wants to grow trust.
They are ideal if
-
Your market is crowded
-
Your product needs trust to sell
-
You want long-term customer loyalty
-
You already have steady sales
Branding becomes especially important in industries like finance, healthcare, education, and B2B services.
People do not buy trust instantly. Branding videos quietly do that job in the background.
The Budget Reality Growing Companies Face
Let us be honest. Most growing companies do not have unlimited budgets.
This is why trying to choose one and ignoring the other is a mistake.
If you spend only on branding, you may look great but struggle to generate sales.
If you spend only on performance, you may sell today but be forgotten tomorrow.
Smart companies do not choose. They balance.
ALSO READ | Performance Marketing Creatives: Why Most Paid Ads Fail Before Media Buying Begins.
A Practical Investment Strategy That Actually Works
( Source – equentis.com )
Instead of asking which one is better, ask which one you need more right now.
Early stage or aggressive growth phase
-
Invest more in performance marketing creatives
-
Keep branding videos simple and limited
-
Focus on learning what messaging converts
Stable growth phase
-
Continue performance creatives for revenue
-
Start investing in high-quality branding videos
-
Build consistent visual and message identity
Mature brand phase
-
Strong branding foundation
-
Performance creatives built on brand trust
-
Higher conversion rates at lower ad costs
This approach keeps cash flow healthy while building long-term brand value.
Why Many Companies Get This Wrong
Many companies chase what looks impressive.
A beautiful branding video feels safe. A performance video feels risky because it shows results clearly.
But growth needs honesty. Performance creatives tell you what works and what does not. Branding videos make that performance stronger over time.
Ignoring either is like trying to walk with one shoe.
Check Out
BossWallah enables you to create, optimise, and grow social media video channels effortlessly from scratch.
Final Thoughts
Performance marketing creatives and branding videos are not enemies. They are teammates.
One brings people to your door. The other makes them comfortable enough to walk in.
If you are a growing company, invest with intention, not emotion. Let performance drive revenue and let branding build trust. Together, they create sustainable growth that does not depend on luck or viral miracles.
And yes, sometimes the best video is not the most cinematic one, but the one that actually gets customers.
