Corporate Video: How to Measure Your Return on Investment

Investing in a professional video means committing a budget, so it’s only natural to ask what it will bring in. Good news: unlike many communication efforts, video is fairly easy to measure, as long as you define its objectives from the start.

Start with the objective, not the format

A video can serve many purposes: building brand awareness, generating quote requests, supporting a sale, recruiting, training, retaining customers. Each objective calls for different indicators. The first question to ask is therefore not “which video?” but “to achieve what?”.

The indicators to track, by objective

Awareness

• the number of views and the reach on social media;
• the full-view rate;
• shares and mentions of your brand.

Conversion

• the conversion rate of pages that include the video, compared with pages without one;
• the number of contact or quote requests;
• the time spent on your website.

Sales and customer relations

• the length of the sales cycle;
• the number of recurring questions avoided thanks to an explainer video;
• feedback from your sales team, who use the video in meetings.

Recruitment

• the number of applications received;
• how well they match the role;
• the share of candidates who mention the video in interviews.

Think in cost per use

A well-designed video isn’t used just once. It lives on your website, your social networks, your trade shows, your sales presentations and your ad campaigns, sometimes for several years. Divided by the number of uses and the number of people reached, its real cost often becomes very reasonable.

The question isn’t “how much does this video cost?” but “how long will it work for us?”.

Getting more value from a shoot

To maximise return on investment, the most effective approach is to plan the variations in advance: a main film, short vertical formats, clips for advertising, photos taken the same day. A single shoot can then feed all your communication for months.

What we do at that dog

Before every project, we define the objectives and planned uses with you, so we can design content that genuinely serves your business. And because consistency pays off, we also offer a year-round partnership that helps you build a real library of images.