The ROI of video content can be sweet FA.
ROI – Return On Investment e.g. If I pay £1000 for an animated video to advertise my product, how much could it generate in sales?
Video Content – Moving visuals e.g. animations, videoed footage, those tedious whiteboard explainer videos (just me?😬), selfie vids made on mobiles etc.
FA – Fuck All
Imagine spending thousands on a new car before leaving it parked unused on your drive and then phoning the dealership to complain it hasn’t taken you to the seaside. They’d explain (if they didn’t hang up) that although you’ve bought the vehicle, someone has to drive it if you want to go anywhere.
Same goes for using video content to help promote your business on social media. You can pay someone like me to make an animation but you aren’t going to see a return on that investment unless you do something with it.
For a few years now, social media experts and marketing bods have been shouting about the power of using video on social media. Enticing stats are easy to come by:
96% of people say they’ve watched an explainer video to learn more about a product or service (Wyzowl)
78% of people watch online videos every week, and 55% view online videos every day. (HubSpot)
And then there’s the ultimate dangling carrot: all social media platforms’ algorithms reward native video content. So, if you post a video directly to Facebook (as opposed to sticking it on YouTube then linking to it) rather than just text, it’ll get bumped up the queue so there’s a better chance of people seeing it.
Video content works. Or, more accurately, it can work.
But try and find some stats on the ROI of video content…
Why the lack of info? Possibly because it’s easier to tell people to use video (Fun! Shouty!) than to track its effectiveness (Boring! Spreadsheets!)
The main reason I never make promises about ROI is virtually everything hinges on what you do with the video after it’s made. You’ve bought the car, now it’s up to you to drive it. I can assist with directions (really milking this analogy now) but at the end of the day you’re in the driving seat (analogy ends).
A business with a rarely used Twitter account is not going to get a good (if any) ROI by getting me to make an animation which they tweet once and forget about.
On the other hand, a business already actively engaging with its social media followers (note it’s not the number of followers that’s important – 50 interested followers will make you more money than 5000 bots) using animation as part of a well-thought-out marketing campaign, has got every chance of seeing a good return.
10 ways to maximise ROI of video
- Before making the video, decide where it’ll be posted and tailor it to that platform. For example, if it’s for your Instagram grid, make the video square and shorter than 60 secs (or else it will cut off). If it’s for multiple platforms, talk to me, I’ll help you come up with something that will work effectively across the board.
- Consistency is key. If you post a video once on social media, most of your followers won’t see it, there’s just too much traffic out there. Post each video regularly.
- Each time you post the video, do it at different times on a variety of days. Make a note of when it performs best for future reference.
- Remember, your social media post is comprised of two parts: the video content and the accompanying text. Change the text each time you post and experiment with different hashtags.
- Avoid showing information in the video that will date it. For example, if you’re making a Christmas video, don’t include text saying “Christmas 2019”. Ditch the date so it can be reused next year.
- Establish the goal of the video – what’s the point of it? If it’s to get people to visit your website, make sure there’s an obvious “call to action” giving viewers the details.
- Consider having a banner showing your website/phone no. throughout the video and not just on the final frames – not everyone will watch to the end.
- Here’s something I do a lot to ensure clients get good value – make shorter edits of the main video. If the full version is 60 seconds, can you make a couple of 10 seconds edits? They make great “teasers” for the main version and mean you can vary what you’re posting.
- Post all your videos on YouTube. Even if they’re intended for Twitter, Facebook or Instagram – get them on YouTube as well because it’s the second most used search engine behind Google. Plus, Google will show YouTube videos prominently in search results so don’t miss out on that potential exposure.
- Don’t forget LinkedIn. It’ll never be my favourite place to spend time online but credit where it’s due, it handles video well and is especially useful for B2B (business to business) content.