Ask an expert: adapting to challenges

Promo.com is a leading online video creation platform founded in 2012, designed to help businesses of all sizes effectively promote themselves through video content. The platform stands out for its ease of use, vast library of over 110 million assets, and unlimited access to premium content, making it a preferred choice even among Fortune 500 companies. The pandemic accelerated the shift to online business, increasing demand for Promo's services and driving user acquisition at a lower cost. The company's focus has evolved from growth and conversions to retention, emphasizing user engagement and the development of features like direct publishing to social media. Promo's data-driven approach informs its strategic decisions, with a commitment to enhancing value for users while maintaining cost efficiency. Future plans include expanding marketing capabilities and integrating more editorial content, powered by partnerships with Getty Images and iStock, to further enhance user engagement and retention.

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