They say a picture is worth a thousand words. So, a video is worth a whole lot more, right? How can you get the best ROI for your video anyway?
The mathematics might be a little subjective, but we know that a well-crafted, strategically-executed video is a valuable asset. So, it’s worth considering why a video is valuable to you, and how to get the most bang for your buck.
Why Video is Valuable
When given a choice between text and video, 72% of people would rather watch a video to learn about a new product (Wyzowl).
That means video gives you the opportunity to create a compelling visual experience to turn your audience into your customers.
In fact, studies show that more than half of consumers want more video content from brands and businesses they support (HubSpot).
But, it’s more than what consumers want to see, it’s the result for you. The value of video is in its return on investment for you.
“88% of video marketers are satisfied with the ROI of their video marketing efforts on social media (Animoto). The same report shows us that 80% of marketers also claim to be satisfied by the ROI of video ads that they have posted to social media.”
1. Have a clear picture of what you want from your video and why
It doesn’t matter if you make the most tricked out, big budget, beautifully shot video, if you don’t know what you want from your video and why.
You need to define your video’s purpose from the outset. What story do you want to tell? Who are you making it for? What do you want them to do?
The more precisely you can build your message around a strategy the better your video will speak to your target audience.
Without a clear objective, your video’s value is diminished to its basic entertainment quality.
However, when you know exactly what you want your video to show and do (and how to measure that), you can create a transformative product that has incredible potential. And one that will ultimately produce a greater ROI for your organization.
2. Invest in the process
There is no one right way to make a video, but there are definitely some common denominators among the most successful videos.
You don’t have to have a blockbuster budget video project to make an impactful video. While money helps, of course, it’s not the only way you can invest in the process.
Investing time and energy into your pre-production preparation is so important to the value of your video. With the right preparation and strategy, you can drastically increase the shelf life of your video.
You can determine when you need a long form video and when a short form better suits your needs, whether that’s a video for a fundraising event, an employee training program, or ongoing social shareables.
It’s the difference between creating a narrative that goes stale in six months and one that can be revitalized as your business evolves.
3. Create a dedicated page for your video to live
You’ve approved final edits, and now you’ve got a beautiful, finished product. Your video took months to create, and the final product looks stellar. Ready, set, go?
Before you can post and boost and rake up the likes and comments and views, you need to give your video a more permanent home. One that lets your video hold its value.
“The average user spends 88% more time on a website with video (Forbes).”
Once you’ve got your video, you have a powerful asset to increase website traffic and track engagement. More importantly, sharing a landing page with your video on it reinforces the importance of your website and what you have to offer.
So, choose a page on your website for your video to live. Or, you can even create a new landing page just for your video creation.
