Video Marketing ROI is Rolling in for Most Marketers

For many marketers, the proof is in the pudding: Video marketing is paying off in a big way.

Seventy-three percent of marketers surveyed said their video marketing is generating positive results, according to a study from ReelSEO. Although nearly one-third of respondents said they began video marketing within the past two years, 96 percent of B2B organizations now employ video in some form, with many proving video marketing ROI along the way.

Business StrategyAt least half of those companies are using video content for SEO, email, and website purposes, demonstrating the flexibility video can offer, and 41 percent plan to increase video marketing spending by the end of the year.

Even for brands just starting to use video—or those reluctant to invest in this channel—these numbers offer some important assurance that there’s value to be squeezed from media-rich content. The key is setting goals for that content and having the right metrics to measure that success.

Prioritizing Your Video Goals

The strength of any content’s ROI starts with the goals motivating the content’s creation. Some content might be geared toward driving awareness and encouraging social follows, form queries, and newsletter subscriptions, while other videos may push a specific product and be angling for a quick conversion.

If you’re seeking brand awareness, for example, video views is an important KPI. If it’s increased traffic to an online store, those referrals need to be tracked. Marketers must establish these goals first, and then generate specific KPIs that reflect these results.

Following the Right Metrics

The KPIs established to define your content goals are a critical part of measuring ROI, but they should be supplemented by established metrics that have proven their value and relevance across a broad range of brands and industries. The first place to look is at a video’s play rate.

Play rate is the percentage of people who play your video, measured against how many are brought to the page and see the video’s packaging. A low play rate says more about the packaging of video content than it does the content itself, but it’s vital to generating ROI. An ideal play rate is 100 percent, but particularly low figures may indicate that video descriptions, titles, preview images, or relevance to your audience may be hurting its ROI potential before the video is even played.

After play rate, engagement rate tells you how much of the video, on average, consumers watch. Again, 100 percent is ideal, but hardly realistic. On a large scale, marketers shouldn’t beat themselves up for falling short of this mark.Wistia Video Analytics: Length Matters

Higher engagement rates generally endorse the quality and relevance of the content and hopefully indicate actions or conversions will take place. If users tend to drop out at any specific point, it may indicate a weakness in the video.

Finally, there’s re-watch rate, which tells you how many consumers watch part of the video a second time. Re-watches indicate a very interested consumer, and it shows the content is delivering value to that viewer since they returned to it. When users can be tracked according to a re-watch, they can be targeted through additional campaigns that attempt to seal an action or conversion.

Every company should understand that the metrics for tracking video marketing ROI will differ from one business to the next. Marketers need to combine conventional metrics with in-house KPIs to get an accurate picture of how their ROI efforts are going.

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