You’ve heard that video gets more views, more likes, and more engagement. But as a business owner, your most important question is: “What does that really mean for my bottom line?”
Likes and views are great for a vanity metric, but they don’t tell the whole story. The real ROI of video isn’t found in a simple view count—it’s found in tangible business results.
This post will show you how to measure video success by tracking the metrics that actually matter and prove that your video content is a true investment.
1. For Brand Awareness & Engagement: Look at Reach and Shares
If your primary goal is to get your brand in front of as many people as possible, focus on metrics that measure your content’s reach and impact.
- Impressions & Reach: This shows you the total number of people who saw your video. A high number here means your message is traveling far.
- Share Rate: How many people shared your video? A high share rate means your content resonated so well that your audience became a part of your marketing team, spreading your message for you.
- Audience Demographics: Does your video reach the right people? Check the audience insights on your analytics dashboard to ensure your message is landing with your target market.
2. For Lead Generation: Track Your Click-Throughs and Form Fills
For many businesses, the goal is to turn a viewer into a potential customer. Video can be incredibly effective at this, but you need to track the right metrics.
- Click-Through Rate (CTR): Are viewers clicking on the links in your video’s description or on a card in the video itself? A high CTR indicates that your video is compelling enough to drive traffic to a landing page or product page.
- Form Submissions: Place a video on a landing page designed to capture leads. Track how many people watch the video and then fill out the form. You can A/B test a page with and without video to see its direct impact.
- Email Sign-ups: Is your video driving new subscribers to your newsletter? Use a dedicated link in the video description to measure exactly how many new email leads came from that single piece of content.
3. For Sales & Conversions: Follow the Money
This is the ultimate measure of ROI. Video should lead directly to sales.
- Conversion Rate: Use your analytics to track how many people who watched a video on your product page went on to make a purchase.
- Attributed Sales: Use UTM tracking codes in your video links. This allows you to see exactly which sales originated from a specific video on a specific platform.
- Return on Ad Spend (ROAS): If you’re running paid video ads, track your ROAS. This shows you how much revenue you generated for every dollar spent on the ad.
Ready to Make Your Video Work for Your Bottom Line?
A beautiful video is a starting point, but a strategic video is an asset. The real power of video marketing comes from aligning your content with your business goals and tracking the metrics that truly matter.
Don't just make videos—make them work for you.
Let’s build a video strategy with clear, measurable goals so you can see the real return on your investment.
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