One of the most popular, engaging, and profitable type of content these days, especially on social media, is video content. With recent success and promising future prospects, video marketing is here to stay.

If you’re planning to invest in video marketing, you’re probably wondering what its return on investment is and whether it’s worth it. Here’s an easy guide to video marketing’s ROI based on the metrics you can monitor to measure its success.


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Alt-text: A professional cameraman shooting a video


Return on Investment (ROI)

ROI is probably the most common metric used in every business to track investments and their profit. Calculating the overall ROI isn’t tricky—all you need to do is take your incremental revenue and subtract your investment’s value from it.

However, when it comes to video marketing, ROI can’t be tracked without breaking it into sub-metrics. This will help you determine the effectiveness of your video campaign. These sub-metrics include:

Total Views

As the name suggests, total views include all views on a video, including repeated and unique views both. The total views metric is a good representation of how engaging your content was and how many people came back to watch it. More total views indicate your campaign was been effective and left a lasting impression on your demographic.

Unique vs. Repeated Views

A unique view is a new individual watching the video. Repeated views from the same user are not included in unique views. Unique views are considered the most realistic way to determine the reach of your video campaign.

Platforms like YouTube and Facebook reward higher counts of unique views, since this suggests a larger reach.

Data displayed in the form of graphs and charts on a screenAudience Retention

Audience retention tracks the points at which a viewer stops watching the video. This can help a brand determine flaws in its content and tweak it in the future to retain the audience. YouTube offers a relative retention metric to help you track your audience retention compared to other similar videos of the same length.

CTR (Click-Through Rate)

The CTR is a representation of how many people clicked on the CTA after watching the video. Low CTR could either mean your video couldn’t compel enough people to click the CTA or people stopped watching before they could even reach the CTA. A good CTR indicates your video campaign was engaging and successful.

Now that you know how to track video marketing’s ROI, it’s time to invest in high-quality content to ensure you engage your audience and leave a lasting impression with your video campaign. As a leading video production company in Los Angeles, we can help you create effective and engaging videos for your brand. We specialize in business video production, brand video production, and B2B video production. Contact us now to know more about our video marketing services.

Marlowe Stone

"Marlowe Stone is the Co-Owner and Co-Founder of 336 Productions, a video agency specializing in corporate video production and branded media, producing content for government agencies and some of the world's biggest brands.She oversees the day-to-day operations of the business, and also writes, produces, and project manages many of 336's projects.In 2022, Marlowe graduated with her Executive MBA from UCI to gain new insights and knowledge. She also holds a certificate in Women's Leadership and Digital Transformation.An Orange County native and Mom to two girls, Marlowe is most happy enjoying time with family and friends."

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