How do you measure the ROI of online video?

Good marketing equals good ROI, right?  If you’re commissioning a video you’ll want to see measurable results just as you can with traditional media.

There are many ways in which you can measure ROI yourself, without the need of paid placements.  Before you start however, take into consideration these points:

ROI of online video

1.  Know your Objectives

Have clear goals before you set out. What exactly are you trying to achieve? Is it brand awareness?  Is it better SEO results? Is it the communication of a complex message?  Or is it an increase in sales in business?

2.  Brand Loyalty vs Cash

ROI doesn’t necessarily have to equal hard cash.  Video will increase social interactions, conversations about your brand, sharing amongst a wider audience, ya deeper loyalty to your brand, a greater understanding of your products or services for future purchases and recommendations.  All of these things are priceless, yet not tangible and therefore hard to measure.

3. Time Saving and Resource Saving

If your video is an internal communication or a B2B message, you will without a doubt save money on logistics such as travel to and from offices for meetings and presentations.  Again, of great value, but hard to measure in exact figures.

Using traditional methods to measure ROI

measuring roi of video

Much of this will depend on the intent of your video.  However, if you are trying to promote a product and therefore see an increase in sales, here are some useful, traditional methods that will help you track the success of your video.

1. A unique call to action at the end of your video.

If placing the same video in multiple locations, use different landing pages, phone numbers or email addresses.

2. Include a registration form to capture your viewers’ details.

Mailchimp is a good starting point.

3. Make an exclusive offer to your video audience.

4. Prep your admin team to inquire how new customers found you.

 Using Free Analytics

measuring roi of online video

There are several free tools available to track how your audience is interacting with your video. Here are a couple of suggestions, that are easy to get your head around.

1.  Get familiar with Google Analytics.

It will show you how many visitors are looking at your site page by page.  It should be common sense, but be sure to analyse your site before and after the placement of your video.

2.  Embed your video via YouTube.

Not only will the external links increase your SEO but it will also drive traffic to your website.  You can see at a glance how many views you’ve had.

Paid Placements and Video Distribution Strategy

return on investment

If you want to give your video a bigger push and your objective is to go viral, your video may require a planned and targeted distribution strategy to expose it to a specific audience.

1. Viral and Social Media Seeding

This is the process of connecting your video to your target audience across blogs, social media and popular cult websites, encouraging your video to go viral.  We can help you target grassroots media, relevant communities and forums. We can help you to seed your video.

2.  Sharing (or Earned Media)

When someone shares your video, either embedding it, or sharing it on Facebook, or tweeting about it, it’s called earned media.  Starbucks found that customers were 34% more likely to buy when content was shared with them.  We can help you to earn media.

 3.  Email Design and Delivery

Email campaigns are a great way to use your video to generate new leads and increase awareness.  The average click through rate for text only email marketing is 3.5% but with video this rises to 58%.

 If you have any questions, or need help with your video strategy, please contact TellyJuice.