{"id":282,"date":"2026-10-03T22:55:05","date_gmt":"2026-10-03T20:55:05","guid":{"rendered":"https:\/\/thatdog.fr\/index.php\/retour-sur-investissement-video-entreprise\/"},"modified":"2026-10-03T22:55:05","modified_gmt":"2026-10-03T20:55:05","slug":"retour-sur-investissement-video-entreprise","status":"publish","type":"post","link":"https:\/\/thatdog.fr\/index.php\/retour-sur-investissement-video-entreprise\/","title":{"rendered":"Vid\u00e9o d\u2019entreprise : comment mesurer son retour sur investissement ?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Investir dans une vid\u00e9o professionnelle, c\u2019est engager un budget. Il est donc naturel de se demander ce qu\u2019elle va rapporter. Bonne nouvelle : contrairement \u00e0 beaucoup d\u2019actions de communication, la vid\u00e9o se mesure assez facilement, \u00e0 condition de d\u00e9finir ses objectifs d\u00e8s le d\u00e9part.<\/p><h2 class=\"wp-block-heading\">Commencer par l\u2019objectif, pas par le format<\/h2><p class=\"wp-block-paragraph\">Une vid\u00e9o peut servir \u00e0 beaucoup de choses : faire conna\u00eetre une marque, g\u00e9n\u00e9rer des demandes de devis, faciliter une vente, recruter, former, fid\u00e9liser. Chaque objectif appelle des indicateurs diff\u00e9rents. La premi\u00e8re question \u00e0 se poser n\u2019est donc pas \u00ab quelle vid\u00e9o ? \u00bb mais \u00ab pour obtenir quoi ? \u00bb.<\/p><h2 class=\"wp-block-heading\">Les indicateurs \u00e0 suivre selon vos objectifs<\/h2><h3 class=\"wp-block-heading\">Notori\u00e9t\u00e9<\/h3><ul class=\"wp-block-list\"><li>le nombre de vues et la port\u00e9e sur les r\u00e9seaux ;<\/li><li>le taux de visionnage complet ;<\/li><li>les partages et les mentions de votre marque.<\/li><\/ul><h3 class=\"wp-block-heading\">Conversion<\/h3><ul class=\"wp-block-list\"><li>le taux de conversion des pages qui int\u00e8grent la vid\u00e9o, compar\u00e9 \u00e0 celui des pages sans vid\u00e9o ;<\/li><li>le nombre de demandes de contact ou de devis ;<\/li><li>le temps pass\u00e9 sur votre site.<\/li><\/ul><h3 class=\"wp-block-heading\">Vente et relation client<\/h3><ul class=\"wp-block-list\"><li>la dur\u00e9e du cycle de vente ;<\/li><li>le nombre de questions r\u00e9currentes \u00e9vit\u00e9es gr\u00e2ce \u00e0 une vid\u00e9o explicative ;<\/li><li>les retours de vos commerciaux, qui utilisent la vid\u00e9o en rendez-vous.<\/li><\/ul><h3 class=\"wp-block-heading\">Recrutement<\/h3><ul class=\"wp-block-list\"><li>le nombre de candidatures re\u00e7ues ;<\/li><li>leur pertinence par rapport au poste ;<\/li><li>le taux de candidats qui citent la vid\u00e9o en entretien.<\/li><\/ul><h2 class=\"wp-block-heading\">Penser en co\u00fbt par usage<\/h2><p class=\"wp-block-paragraph\">Une vid\u00e9o bien con\u00e7ue ne sert pas qu\u2019une fois. Elle vit sur votre site, vos r\u00e9seaux, vos salons, vos pr\u00e9sentations commerciales, vos campagnes publicitaires, parfois pendant plusieurs ann\u00e9es. Divis\u00e9 par le nombre d\u2019usages et de personnes touch\u00e9es, son co\u00fbt r\u00e9el devient souvent tr\u00e8s raisonnable.<\/p><blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p class=\"wp-block-paragraph\">La question n\u2019est pas \u00ab combien co\u00fbte cette vid\u00e9o ? \u00bb mais \u00ab combien de temps va-t-elle travailler pour nous ? \u00bb.<\/p><\/blockquote><h2 class=\"wp-block-heading\">Multiplier la valeur d\u2019un tournage<\/h2><p class=\"wp-block-paragraph\">Pour maximiser le retour sur investissement, le plus efficace est d\u2019anticiper les d\u00e9clinaisons : un film principal, des formats courts verticaux, des extraits pour la publicit\u00e9, des photos r\u00e9alis\u00e9es le m\u00eame jour. Un seul tournage peut ainsi alimenter toute votre communication pendant des mois.<\/p><h2 class=\"wp-block-heading\">Ce que nous faisons chez that dog<\/h2><p class=\"wp-block-paragraph\">Avant chaque projet, nous d\u00e9finissons avec vous les objectifs et les usages pr\u00e9vus, pour concevoir des contenus qui servent r\u00e9ellement votre activit\u00e9. Et parce que la r\u00e9gularit\u00e9 paie, nous proposons aussi un <a href=\"https:\/\/thatdog.fr\/#annee\">accompagnement \u00e0 l\u2019ann\u00e9e<\/a> qui permet de construire un vrai capital d\u2019images.<\/p><div class=\"tdp-cta\"><p><strong>Faisons travailler vos images<\/strong><br>Parlez-nous de vos objectifs : nous vous proposons les contenus qui ont le plus d\u2019impact pour votre budget.<\/p><a href=\"https:\/\/thatdog.fr\/#contact\">Demander un devis \u2192<\/a><\/div>","protected":false},"excerpt":{"rendered":"<p>Une vid\u00e9o n\u2019est pas une d\u00e9pense de communication comme une autre : bien pens\u00e9e, elle travaille pour vous pendant des mois. Voici comment d\u00e9finir des objectifs et mesurer ce qu\u2019elle vous rapporte.<\/p>\n","protected":false},"author":1,"featured_media":281,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[4],"tags":[17,19,8],"class_list":["post-282","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategie-de-contenu","tag-budget","tag-strategie","tag-video"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Vid\u00e9o d\u2019entreprise : comment mesurer son retour sur investissement ? - That Dog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thatdog.fr\/index.php\/retour-sur-investissement-video-entreprise\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vid\u00e9o d\u2019entreprise : comment mesurer son retour sur investissement ? - That Dog\" \/>\n<meta property=\"og:description\" content=\"Une vid\u00e9o n\u2019est pas une d\u00e9pense de communication comme une autre : bien pens\u00e9e, elle travaille pour vous pendant des mois. 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