Mercury isn’t a traditional bank – so they don’t do their marketing like a traditional one would.
This company doesn’t even do everything every SaaS company does, either.
Instead of relying heavily on static content or feature-first messaging, Mercury uses video as a core part of how it explains, positions, and scales its brand.
This article is a mini case-study into how Mercury uses video in their marketing strategy to reach its perfect customer.
Where Mercury Publishes Video Content
Mercury’s distribution strategy is focused and intentional.
Each platform serves a distinct purpose in how the brand attracts attention, builds trust, and moves users closer to adoption.
Rather than repurposing the same video everywhere, Mercury adapts both format and intent depending on where the content lives.
1. YouTube as a Long-Form Authority Engine
From first glance, the content causes a raised eyebrow. It begs the question, “…what does this have to do with banking??”
That’s because Mercury intentionally has content creators drafting videos for their intended audience of entrepreneurs and founders – focusing on what they know these customers care about in general, not just on their problems with business banking.
Mercury’s YouTube channel functions less like a traditional marketing channel and more like a knowledge base for founders.
In the video above, a young woman is leading a founder through a meditation meant to help the participant “manifest success.”
Instead of focusing on the features and pain points, they’re focusing on what they know their audience wants: financial success.
They want to win.
This video has a casual, mini panel of founders answering questions that other founders would relate to.
They discuss timely issues like tariffs, the TikTok algorithm changing, and other issues Mercury’s customers or ecommerce business owners would relate to.
Why This Matters Strategically
This kind of content does three important things:
1. Expands the Brand Beyond the Product
Mercury is no longer just “a place to store money.” It becomes associated with:
- building
- thinking
- growing as a founder
That’s a much larger identity.
2. Aligns With the Customer’s Inner World
Most fintech content speaks to:
- features
- savings
- transactions
Through their content, Mercury shows founders, “We understand what it feels like to build.”
3. Creates Non-Transactional Engagement
This type of video is not trying to convert immediately.
It’s designed to:
- be replayed
- exist in the background
- become part of someone’s routine
That dramatically increases time spent with the brand, and it doesn’t feel like the viewer is being sold to.
2. How Mercury Leverages Short-Form Video
LinkedIn as a Credibility and Ecosystem Play
Mercury is super engaging on LinkedIn as well.
If you scroll through Mercury’s LinkedIn, the first thing you notice is what’s not there.
There’s very little:
- “Here’s our new feature”
- “Here’s why we’re better than X”
- “Here’s a demo of how this works”
They share art, and what inspires them as individuals representing the company.
1. “Building Out Loud” Instead of Marketing
A big chunk of their content falls into what they call “building out loud.”
Instead of just announcing things, they’re walking their followers through how those things came to be, in real time.
For example, in one post, they break down the thinking behind their new Insights feature, including:
- where the visual inspiration came from (17th-century still life paintings)
- how an artist interpreted that idea
- how the team blended logic with manual design decisions
It reads less like a launch post and more like a behind-the-scenes creative doc.
Same thing with their design team posts – mood boards, prototypes, ideas that didn’t work, and how they simplified things after testing
It all feels delightfully human.
2. Obsession With Craft (Not Just Function)
Another pattern that shows up over and over is how much they talk about how things feel.
You see phrases like:
- “exact information… exactly when you need it”
- “a satisfying, almost playful way to interrogate data”
Even when they’re talking about financial tools, they frame them like creative work.
3. Founder and Creator Proximity
Instead of centering themselves, Mercury constantly pulls in founders, artists, designers, and customers to co-create with them.
Examples from their feed:
- a Mexico City guide curated by a founder/creative
- customer spotlights featured in Times Square
- reposts of founders talking about Mercury in their own words
They’re showcasing their customers in context.
Instagram For World-Building
If LinkedIn is where Mercury explains how it thinks, Instagram is where it shows what that world looks like.
Instead of stereotypical “fintech content,” they focus on building a world and really showcase the culture.
There are no aggressive product pushes. You won’t find a carousel post explaining, “5 tips to manage your cash flow.”
There aren’t overly simplified Reels trying to game the algorithm. Instead, it feels closer to flipping through a magazine. Editorial and inspired.
If you keep scrolling, you’ll also notice that these posts aren’t just “one-off.” They all build on each other.
Most brands post something, then move on. New feature, new post. New campaign, new direction. There’s so much “newness” all of the time, that it all really becomes… forgettable.
Mercury doesn’t do that. An idea shows up, and then it lingers.
You’ll see it again a few posts later, maybe in a different format, maybe through a different person, maybe tied to something happening in the real world. It’s not loud about it.
They’re not announcing, “this is our campaign.” It just keeps reappearing. “More than Banking” is a good example of that. It’s not treated like a tagline.
It’s more like a point of view that quietly shows up across everything, in the visuals, in the people they feature, in the kinds of moments they choose to share.
Mercury’s Video Strategy On X
If you sit with Mercury’s account on X for a bit, it doesn’t feel like someone sat down and said, “we need a Twitter strategy.”
It feels more like a running log of a company that’s building something and occasionally deciding, this is worth saying out loud.
There’s a kind of restraint to it. They’re not trying to meet some invisible quota of how often a brand should post.
You can scroll and feel the gaps between posts, and those gaps actually do something. When something ships, they say it. When something changes, they point to it.
And then they move on.
The tone is interesting too. It’s not hyped up, and it’s not trying to convince you of anything.
It’s closer to someone stating a fact they’re pretty confident in, and trusting you to decide what to do with it.
Everything feels slightly under-explained on purpose. Which is a risky move, but it works because of who they’re talking to.
If you’re a founder, you don’t really want to be walked through something in a tweet.
You want to know that something exists, that it might be useful, and then you’ll go look into it on your own terms.
So X ends up acting like a signal more than a destination. There’s also a noticeable lack of performance. If anything, it feels like they assume the right people are already paying attention.
The Types of Video Mercury Actually Uses
It’s clear Mercury isn’t just “doing video.” They’re using a few very specific types of content, over and over again, just in different forms. And once you see the patterns, you can’t unsee them.
First, there’s identity-driven content.
This is the meditation video. The founder conversations. The “Modern Money” interviews. The stuff that, on paper, has nothing to do with banking.
But it has everything to do with the person using the product.
This content is built around:
- ambition
- relationships
- decision-making
- what it feels like to build something
It doesn’t explain the product. It explains the person.
Then there’s conversational content.
Panels, interviews, roundtables.
These feel casual, but they’re doing something very specific, they’re letting Mercury sit inside real conversations founders are already having.
Tariffs. Algorithms. Partnerships. Growth.
Instead of positioning themselves as “the expert,” they’re creating space where expertise already exists.
There’s also product-adjacent content
Not necessarily product demos or testimonials, but other moments where the product shows up naturally in context.
A founder talking about cash flow. A conversation about financial visibility. A post that hints at a feature without walking you through it step by step.
You understand what the product does without being taught.
And then there are campaigns
This is where everything ties together. “More than Banking.” “Modern Money.”
These ideas stretch and show up across platforms. So instead of constantly starting from scratch, Mercury builds something once and lets it evolve.
Key Lessons from Mercury’s Video Marketing Strategy
There are a few things here that are easy to overlook, but hard to ignore once you see them. You don’t have to talk about your product all the time.
Some of Mercury’s most memorable content has nothing to do with features. But it has everything to do with the people who would use them.
Your content doesn’t need to start with a problem. It can start with a feeling, an identity, or a moment your audience recognizes.
You want your customer to feel affinity with your brand. That’s often more powerful than a pain point.
How could you set yourself apart? What could you do differently? Who is your customer, and how could you build a brand that they could step into?
Your Next Steps
Mercury isn’t winning with video because they’re posting more than everyone else. They’re winning because they understand where the video fits.
Most companies use marketing video to explain what they do. Mercury uses it to show what it feels like to be the kind of person who would use them.
And that difference shows up everywhere.
Want to talk about how your SaaS company could do the same?
Are you an ambitious SaaS, AI or tech brand? Let’s build your video-driven success together!
Select the video type that aligns with your marketing objectives, and receive an immediate high-level estimate of the production cost.
