How a Video Impacts ROI and Brand Awareness

The use of videos to generate increased brand awareness and higher overall ROI for your business is no longer something that only applies to large businesses and brands. In fact, if you’re wondering how a video impacts ROI and brand awareness, you won’t have to look far for your answer. Ask any marketer that is currently using video as part of their overall marketing and advertising strategy and you’re going to hear things like, “video increases awareness of my products and services online” or “the use of video has substantially increased the ROI of my campaigns.” But how?

How Video Impacts Brand Awareness

If you’re trying to figure out how a video impacts ROI and brand awareness, you really only have to consider where the video is used in your marketing campaigns and what you’re trying to achieve. Customers need to know who you are, what you sell, and why it’s important in order to determine how your brand aligns with their values. In today’s busy world, where consumers watch an average of 100 minutes of video online each day, the best way to impact brand awareness is through the use of video content.

Video improves brand awareness through the following initiatives:

• Storytelling that connects with consumers. The use of video allows you to tell a story that can not only prime your audience for a relationship with your brand, but that helps them to feel connected to your products and services through shared values.
• Video creates a memorable impression. Your audience is more likely to recall your brand if they see a video that represents your business and the story it tells makes a memorable impression.
• Video improves search engine performance so that your website pages rank up to 62% higher. The increased rankings will drive more traffic to your brand increasing the exposure and likelihood of audience recall.
• Videos are easy to share and get up to 1200% more shares on social media resulting in incredible gains in brand reach and overall brand awareness for your business.
• Video provides the opportunity for your brand to make a multi-channel presence that gets you noticed online across various platforms and verticals for overall increased awareness.

So, if you want to know how a video impacts ROI and brand awareness, it’s pretty safe and easy to say that video potentially increases both brand awareness and your ROI. In fact, let’s take a look at how video improves ROI for your brand.

How a Video Impacts ROI

Figuring out how a video impacts ROI and brand awareness is really about how you utilize the video content to grow your business. As we mentioned previously, video content can increase your brand exposure and overall brand awareness in a variety of different ways and according to 99% of marketers that utilize video in their campaigns, video increases their ROI, too.

Studies have proven that video increases ROI through the creation of increased volume or revenue that is created by a particular cost of marketing efforts. For instance, when marketing dollars are spent on static content for social media, versus marketing dollars spent on video content for social media, the ROI is substantially higher for the video content as compared to the static content. We saw this with the increase in reach of 1200% for a video post versus a plain text or image post on social media. Increased reach often results in increased revenue for your brand.

Determining the ROI of your video content is a matter of defining the appropriate KPIs and then calculating how your video ranks for each. For example, you might measure any of the following factors to determine the ROI of your video marketing efforts:

• Total number of video views.
• How long consumers watch your video.
• Total video conversion rate.
• How many video shares you get on social media.
• How many reviews or how much feedback your videos get.
• How much money you actually make from your video content.

According to marketers and businesses that are utilizing video for their marketing efforts, video is highly effective at boosting ROI. Just consider the following statistics that show how satisfied marketers are with the impact of video on ROI:

• 90% of marketers state video positive impacts their ROI.
• 99% of marketers are happy with the ROI that they’ve got from a video.
• 87% of marketers say that video increases traffic to their website.
• 83% of marketers say video increases their lead generation efforts.
• 80% of marketers state that video resulted in positive ROI on their sales.
• 91% of marketers are happy with the impact of video on their social media marketing ROI.

So, if you’re wondering how a video impacts ROI and brand awareness, the reality is video content impacts ROI and brand awareness in a positive manner almost always resulting in higher benefits for the business. According to most marketers that have utilized video in their efforts, not only does video substantially increase reach and audience awareness of their products, services and brand, it is also responsible for a beneficial impact in ROI for their brand!