The ROI Framework for Corporate Video
Video ROI is measurable — but you need to set up the right tracking before you publish. Here's the framework we use with our Miami clients.
Key Metrics by Video Type
Brand Film / Website Hero Video
- Engagement rate: % of visitors who watch vs. skip the video
- Completion rate: % who watch to the end (benchmark: 35%+ is strong)
- Session depth: Do video viewers visit more pages than non-viewers?
- Lead form completion rate: Compare before/after video implementation
Social Video (LinkedIn, Instagram, YouTube)
- Views: Total reach
- Watch time: More valuable than views — YouTube and LinkedIn both rank on watch time
- Click-through rate: % who click from the video to your website
- Comment and share quality: Qualitative indicators of resonance
Testimonial & Sales Videos
- Prospect conversion rate: Do prospects who watch the testimonial convert faster?
- Sales cycle length: Measure before/after video implementation
- Close rate by sales rep: Compare reps who use video in outreach vs. those who don't
Attribution: The Hard Part
Attributing revenue to a specific video is genuinely difficult — and anyone who claims perfect attribution is oversimplifying. What we recommend:
- Ask new clients how they found you — video views often precede a Google search
- Use UTM parameters on all video links to track traffic sources
- Survey clients at onboarding: "Did you watch any of our videos before contacting us?"
- Track assisted conversions in Google Analytics 4 — video touchpoints often appear in the conversion path
Real Miami example: A Brickell professional services firm added a client testimonial video to their contact page. Over 6 months, contact form completions increased 43%. They attributed roughly $280,000 in new business to video-influenced leads in year one — against a $12,000 production investment.
Benchmarks for Miami B2B Video
- LinkedIn video: 3-6% average engagement rate
- Website video completion: 25-45%
- Email video CTR: 2-4x higher than text-only
- Landing page conversion uplift with video: 40-80%
Build a Video Strategy with Measurable ROI
Book a strategy call. We'll help you define your KPIs before production begins and set up the tracking to prove your investment.
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