If you’ve already made a few videos that you’re proud of, how do you know if they’re actually working? You should have a plan in place to measure your videos’ success, otherwise known as “return on investment.” ROI is a performance measure that evaluates the results of your investments and actions. This metric helps you see opportunity for bigger investments. When it comes to video, your organization could use some convincing before they’re completely on board with dedicating their efforts and resources to creating video content. Measuring video isn’t as clearly defined as looking at analytics for other marketing assets. Our post about measuring your video’s ROI delves into video analytics, measuring video calls-to-action, A/B testing, and more to help you build your case behind video!
Hard and fast numbers help prove your ROI, but the qualitative factors that are harder to measure help tell the full story. Considerations like brand influence, product education, and trust in your business are all qualitative factors you should also look at when deciding how successful a video is. Going a step further, marketing integrations can also help you justify increased investment in video production. With Wistia, Marketo, and Salesforce you can track your videos as touchpoints in the sales cycle. So, what are you waiting for? Find out whether or not your videos are measuring up!