How Ramp Uses Video Ads for Marketing Success

What’s Ramp? And why is it so different about it that we’re going to study Ramp Video Marketing Strategy? Ramp is a fintech company offering smart corporate cards and automated spend management tools for businesses. They help finance teams control expenses and scale responsibly, but what really sets them apart is how they’ve made expense management feel well and cool. This is exactly what we, at ShortVids, do with the businesses that join us, making their marketing effortless with ROI, skyrocketing.

Ramp is clearly onto something; their marketing doesn’t feel stiff or salesy; it feels modern, intentional, and genuinely fun, and that’s rare in the B2B world, especially in finance. In the world of fintech, few brands have made as much noise with their marketing as Ramp, while most startups go the traditional route, like blogs, email, maybe a paid campaign or two, but Ramp? They bet big on videos, and it’s working. Their growth speaks for itself, from launching in 2019 to serving over 15,000 businesses and raising more than $1.6 Billion in funding. 

Replicate Ramp’s Success with ShortVids

Ramp’s video marketing strategy is part of a larger system built around product-led growth, clever storytelling, and understanding the pain points of finance teams. The results? A 320% spike in unique visitors and a 10x boost in ad engagement. As a content creation, video-first agency ourselves, we were impressed to see the video marketing strategy of Ramp. It was clear that they didn’t do Video marketing for the sake of just doing it; rather, they really cooked with it. I think it’s Safe to say other B2B brands are paying close attention to Ramp’s marketing strategy as well.   

Why Are Marketers Paying Attention to Ramp?

Instead of generic explainer videos Ramp uses creative storytelling, relatable pain points, and platform-native content. Marketers love Ramp because it’s a brand that understands attention is earned and not bought. That’s why search terms like “ramp marketing strategy” and “ramp advertising” are trending more than ever.

How Ramp Uses Video Ads Differently from Traditional Fintech Brands

Ramp doesn’t follow the usual dry, numbers-driven B2B marketing approach. They make videos that are light, humorous, and highly relatable especially for CFOs drowning in spreadsheets.

Humor and Relatability

In one of their popular YouTube ads, Ramp personifies manual expense reporting as an annoying office character. It’s not just funny but also painfully real. That’s how you get decision-makers to stop scrolling.

Storytelling That Clicks

Ramp’s emotional pacing from stress to solution is what keeps people watching. They don’t bombard you with product specs instead they build short stories around everyday financial chaos and then show how they solve it. 

That’s the same direction we focus on at ShortVids; it’s not just about trimming clips or syncing subtitles. It’s about turning cold product talk into a warm compelling video that makes someone think “Wait this actually solves my problem.” Our editing helps businesses bring that clarity and energy into every second of their content whether they are a small startup or a billion dollar company like Weidemann we make sure brands at any scale get video that actually moves the needle. 

What Types of Video Ads Does Ramp Create?

Ramp, the fintech startup backed by Founders Fund and Stripe, has redefined how B2B brands approach video advertising. Instead of relying on cookie-cutter formats, they run a tight playbook where every ad is built to match the funnel stage, viewer intent, and platform behavior.

Here’s how they do it, with real campaigns:

1. Product Explainer Videos

When Ramp launched its Bill Pay feature, they released a series of clean, under-60-second explainers that showed exactly how to schedule, approve, and pay vendor bills—all from one dashboard. These weren’t flashy — just clear, direct, and visually crisp.

Where they use it:

• YouTube pre-rolls
  
• Website onboarding
  
• Mid-funnel retargeting

Goal: Reduce decision friction for finance leads comparing spend platforms like Brex or Divvy.

2. Customer Testimonial Ads

In one standout testimonial, Ashley Hubka, Managing Director at Walmart’s Digital Acceleration team, breaks down how Ramp helped streamline expense workflows across hundreds of teams. These clips are raw, human, and focus on ROI — not fluff.

They also featured Turo’s CFO, explaining how Ramp saved them over $250,000/year just by automating recurring payments and eliminating duplicate spend.

Where they use it:

• LinkedIn feed ads
  
• Sales follow-ups
  
• Mid-bottom funnel retargeting
  

LinkedIn and YouTube bring the best results. Why? Because CFOs and decision-makers spend time there with precise targeting the video format delivers maximum ROI.

Goal: Build trust and validate ROI with real finance operators.

3. Trend-Based & Meme Ads

Ramp doesn’t always play it serious. During the “Quiet Quitting” trend, they dropped a tongue-in-cheek meme ad:

“Why quiet quit your expense reporting when Ramp can do it for you?”

Similarly, their official Instagram @tryramp is full of such meme-style campaigns that not only gets traction but also help them land bigger B2B clients.

Where they use it:

• Twitter (now X)
• Instagram Reels
• TikTok
  

Goal: Brand recall and social engagement with finance-forward founders and operators.

4. Premium TV Commercials

Ramp partnered with Universal Ads to run professionally produced commercials during high-viewership slots on NBCUniversal, Paramount, and Roku.

One ad — “Expenses Should Do Themselves” — features NFL star Saquon Barkley, tying elite athletic performance to financial operations speed. These ads drive broad awareness and brand legitimacy.

Where they use it:

• Connected TV (CTV)
  
• Streaming platforms during B2B-targeted slots

Goal: Category leadership and awareness among enterprise buyers.

5. AI-Generated Commercials for SMBs

Ramp isn’t just running its own ads; it’s helping customers do it, too. Through its partnership with Comcast’s Universal Ads, Ramp users get free AI-generated TV ads that can run on national inventory.

These include templated formats that can plug in a company name, voiceover, and CTA in under 48 hours.

Where they use it:

• Hulu
• Peacock
• FAST channels

Goal: Let SMBs get on TV without the usual $10K+ production cost.

What Are The Learnings From the Ramp Video Marketing Strategy?

Ramp’s video marketing strategy isn’t just “do more video.” It’s about precision and positioning. They match content to intent, use real voices to tell the story, and occasionally go viral with the right amount of personality.

It’s how they’ve gone from zero to $100M+ in ARR, becoming one of the fastest-growing spend platforms in the U.S.

And the beauty of video ads is that once a good edit is made it can be Repurposed for multiple platforms. Clients love the flexibility without added costs and ShortVids helps brands do exactly this. Our team creates one core video and then slices it into Platform-Native versions. 

How Video Fits Into Ramp’s B2B Funnel

Ramp uses video at every stage of their marketing funnel by matching content to the customer’s buying stage Ramp avoids wasting ad spends this strategy isn’t just smart but also efficient. It’s something we recommend to every ShortVids client. Good editing isn’t just about clean cuts, it’s about knowing what emotion or action you want your viewer to feel at each stage.

What Can We Learn from Ramp’s Video Ad Strategy?

How Growing Brands Can Replicate Ramp’s Video Ad Success with a Small Team

Let’s be honest not everyone has Ramp’s budget or in-house team but that shouldn’t stop your brand from showing up like it does.

With partners like ShortVids, you don’t need a huge crew. We act like your remote video team available 24/7 here is what ShortVids Offers you:

It’s how small teams create big-brand energy. One of our favorite clients whose name is Colin Mathew went from few hundred to over 26K subscribers on YouTube with our content strategy and gets thousands of inquiries every week from ads edited by us and guess what? He does not need to worry about the editing cost at all because he decided to work with us and now he is enjoying the spoils of his decision

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