See Bigger Returns: Why Video Marketing Means Serious ROI

If you’re aware of how powerful video can be for your brand, then you’re already on the right path. However, convincing others on your team, such as your boss, might be a bit trickier. Don’t worry—by highlighting the return on investment (ROI) of your video marketing efforts, you can present a strong case for why your brand should invest in video marketing. Video isn’t just a fun asset for social media; it can be used across various channels like webinars, emails, product pages, and landing pages to support larger business goals. To explore how video marketing can enhance your strategy, check out our Why Video for Business is Important blog and learn more about our video marketing services at Mosaic Media Films. Visit our Austin video production page for more details!

In this post, we’ll highlight the best reasons to invest in video marketing and share actionable tips on how to get leadership on board. Let’s dive in!

Show Video’s Sustained Growth And Increased Adoption

In 202, the rise of COVID-19 led to increased businesses embracing video marketing. Many platforms saw a 120% increase in the weekly upload of videos in 2020. Though these numbers have decreased a bit since the height of the pandemic, there’s still an increase in video uploads.

What does this spike in uploads indicate? This means that video, as a core marketing and communications tool, is here to stay long.

Video adoption is rising across the board as marketers seek new ways of humanizing their brands and connecting with their audiences. In 2020, more than 80 percent of businesses used video as an integral part of their marketing strategy, and more than 90 percent of marketers called it an important part. This matches the consumer preferences as 69 percent of people surveyed indicated that they would prefer learning about a product or service with a video versus other formats like articles, website content, or ebooks.

The cherry on the cake? Cisco estimates that video will represent more than 80 percent of all internet traffic by the end of the year. This indicates that to reach most of your audience, you need to adopt video. Videos can help your brand at all stages, with the top-funnel stage like growing your audience and the bottom-funnel stage like generating more leads and sales.

Share Relevant Video Marketing Success Stories

Instead of trying to tell your boss how it might or could work, show them how videos have already worked for other brands.

Start by collecting a few video marketing examples to help your manager realize the importance of what you’re trying to do. Remember, most leadership roles work on tight schedules, so you better not overwhelm them with many examples. Pick the best and the most relevant two or three specific examples that showcase the type of video content you wish to create.

Presenting instances of successful video marketing efforts from a brand that your boss admires is a great starting point. If they’re already familiar with the brand and love their content, an example from that brand might excite them enough to try something similar.

Another way to motivate them is to show the video marketing endeavors of a direct competitor. Highlight how much video content a competitor is creating and build your argument in the context of staying competitive within your market. And if videos aren’t widely used in your industry or niche, it is even better! This is an opportunity for your business to stand out from the crowd.

To achieve the value of video marketing, try selecting at least one example where you can put forth accurate results. For example, it could be a viral video that was popular on social media.

Tracking conversions as a success metric is not easy, but it is also not impossible. You probably will not be able to analyze how a video led to increased sales or leads since that data is typically internal to a business. If your boss still wants to see those metrics, search for case studies from video marketing platforms highlighting how videos helped companies meet their goals.

Underline The Value Of Repurposing Video Content

A single video can be repurposed for different sources of content marketing for your brand. More content emerging from one video means more time for your brand to work on other marketing endeavors. In a way, repurposing your video content can be a time and resource saver for your brand.

Rather than telling your boss that you will put all this time and effort into creating a single video, underline just how much content can come from that one video. In other words, convince them of a content package. One video can result in multiple podcast episodes, blog posts, social media content, ebooks, etc.

A video can add stars to the written content you already have. Including a video in a blog post can increase search engine visibility and help you rank better for more keywords.

Make It Clear That Video Won’t Cost A Fortune

The usual cost of creating a video is a common concern for many marketers who don’t possess a dedicated video team or prior video experience. They might feel that video marketing sounds nice on paper, but they’re afraid it will cost a lot and doubt whether they’ll see a return on that investment.

Billing video marketing as a small, internal affair makes the process seem less intimidating. Rather than hiring external production staff to help you with a video, give employees with some video creation experience an opportunity to help.

The cost of all the video equipment is another hesitation your boss may have. They might assume that video marketing means bringing in a professional-grade camera and a recording studio for voice-overs. If you already have access to those things, that’s good — but it is not necessary when you’re first getting started.

If you’re in for an introductory video gear setup, the Logitech Brio, available in the market for under $200, is a good USB webcam you can start with. If you wish to go even more essential, you can stick your iPhone or Android on a tripod and start filming. Most of the smartphones already come equipped with excellent cameras that are easy to use. The Sundance Film Festival 2015 favorite Tangerine was wholly shot using three iPhones and received lots of critical acclamation.

Bear in mind that these are simply some starting points. You can always level up your equipment as your boss acknowledges how well your video marketing endeavors perform. The most crucial point is that you communicate all the expected expenses.

Come Prepared With Quantifiable Results

Explain to your boss the analytics you would use to measure the ROI for the business. Two analytical streams are usually used to measure video ROI: quantitative and qualitative.

Quantitative insights are generally better to present to your boss because it’s hard to prove the performance of your video marketing endeavors. But, merely putting forth some numbers won’t work — leadership has to know what the data means for their company. Carefully explain what analysis you’re performing and why that matters to the overall business.

Qualitative factors like brand influence are also very important but more complicated to track measurably. Keeping track of your social media performance and customer referrals can offer some great insights if your boss is interested in overall brand awareness, reach, and engagement. The more measurable outcomes you present to your boss, the better probability you’ll have of making them realize the value of video marketing.

Keep Your Boss in The Loop And Be Patient

If you get the green flag to move forward in any way, bear in mind to keep your boss involved throughout the video creation process. Our platform allows users to leave feedback at any moment of the video, which is a fantastic way for everyone to feel like they’re participating in video projects. That in-depth look might be exactly what your boss needs to appreciate the importance of video marketing.