With tighter budgets, it can often be difficult to justify producing video content as part of your marketing strategy. But, when you look at how other organizations are measuring their ROI, it becomes clear that video marketing generates real results.
A survey from Wyzowl showcases why video content should be an integral part of growing an audience and generating a positive ROI.
When asked what success looks like, 90% or marketers said video marketing had given them a good ROI. But, how do you measure ROI for video content?
The survey looked at 6 metrics to quantify a positive ROI:
- 60% of video marketers quantify ROI through video engagement such as likes, shares and reposts.
- 42% of video marketers quantify ROI through customer engagement and retention.
- 40% of video marketers quantify ROI through video views.
- 39% of video marketers quantify ROI through brand awareness/PR.
- 32% of video marketers quantify ROI through bottom line sales.
- 28% of video marketers quantify ROI through leads/clicks.
Metrics are great, but what about tangible results?
Every organization will have a different marker of success for their video marketing. How did survey participants say video has helped their marketing efforts? Let’s take a look:
- 88% of video marketers say video has helped them increase user understanding of their product or service.
- 90% of video marketers say video has helped them increase brand awareness.
- 86% of video marketers say video has helped them increase web traffic.
- 87% of video marketers say video has helped them generate leads.
- 87% of video marketers say video has directly increased sales.
- 82% of video marketers say video has helped keep visitors on their website longer (aka dwell time).
- 66% of video marketers say video has helped them reduce support queries.
It’s clear that video marketing can generate a solid ROI. Convincing your leadership team to invest in video marketing can be a challenge, but looking at the positive results other marketing professionals have had, it’s a wise investment to make.
