Content Production
Why your business should be using video.
Marketing trends, methods, and platforms have erupted exponentially, but when it comes to your ROI, the message is clear. Video is king – because it works.
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Social Media
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Landing Pages
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Product Explainers
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Blog Articles
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Website Heroes
What does video do for you?
Engagement
Video marketing works – plain and simple. Video display ads have been found to earn 480% more clickthroughs than static ads.
Effectiveness
Incorporating video into your content leads to longer time on page. This is a great indicator of engagement, which means Google is more likely to rank your page higher in relevant search results.
User Preferred
Users prefer video content. According to HubSpot’s Global Content Trend Report, 54% of consumers prefer to see video content over any other form of content from businesses.
The Softer ROI of Video Marketing
Sales data alone doesn’t give you the full picture of video ROI. This is the more abstract data you should consider:
Brand Awareness: Because of the heavily visual nature of video, video marketing leaves a lasting impression on your customer. Video tutorials and product or service explainers are examples of content that may be explained with video for increased brand awareness. To measure brand awareness, try looking at impressions for branded keywords (Google Search Console) and various earned media metrics. Get more tips for measuring video ROI in the next section!
Consumer Trust/Loyalty: Keeping your audience coming back to your brand time and time again is incredibly valuable – but difficult. Luckily, adding video to your marketing repertoire will help you move the needle when it comes to customer loyalty. The numbers don’t lie: Video enjoyment increases purchase intent by 97% and brand association by 139%.
Information Retention: While also difficult to measure specifically, visuals help consumers retain information better. According to Insivia, consumers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text form. To make your customers remember your message, create videos that help your content stick.
Supporting Organic Search Performance: It can take hard work to attribute how much of your organic search performance is truly coming from video content. Nonetheless, if you lean into video and good SEO, you can expect your organic sessions and engagement to improve. That’s because 62% of Google universal searches include video, and video content is more likely to rank higher in the SERP than copy-only blog posts. That’s a vehicle for powerful ROI, if you ask us!
Measuring Video Content ROI
To measure the ROI of video marketing, you can use a multitude of helpful tools and services that track video engagement, retention, and conversion rate. Here are our marketing agency’s top picks:
For measuring video ROI through on-site actions, we’re big fans of using Google Analytics for traffic and engagement insights.
Use Google Tag Manager to track video-related events occurring on your website, such as plays, pauses and percentage watched.
For YouTube platform data, we love the easy interface and helpful information that VidIQ provides.
Whatever tools you use, make sure you start by determining what your goal is and what KPI to use. Use your central goal to track progress with a clear head.
Get the Most Out of Video
Ultimately, the ROI of your video marketing is up to you. Video is only as worthwhile as the time you spend experimenting with it, putting resources into it, and pushing creative limits.
Not sure where to begin? We’ve got you.
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