10 Aug
Creating videos doesn't stop at creation, after publishing, there are the calculations. Measuring the ROI of your videos is essential to get better and know the reach of your videos. But here's how do you learn how to measure ROI? Captured is here to explain the math.
Learn how to measure the ROI of your videos by reading this article and it will have no more secrets for you!
What is the ROI of videos?
To measure the ROI of your videos, you will need 8 different KPIs. These 8 key indicators are a godsend for the marketer in you. Thanks to them, you will know the impact of your video on your business.
Visibility: the number of views
Classic indicator and surely the most known, it allows you to to know your notoriety. The number of views is important and should be looked at for each content publication, however, be careful not to make it the metric par excellence. And yes, this one doesn't help you to know if you reached the right target or if you managed to convert.
Engagement: likes, comments and other interactions
As you should know, the algorithms of the different social platforms love engagement. The higher your engagement rate, the greater your reach will be. Engagement is a good indicator to know if your videos really interested your target or not.
Average viewing time
Did you know that the first ten seconds are decisive for your audience? Indeed, it is in these first 10 seconds that your audience will choose whether or not to continue reading your video. The average viewing time allows you to know when the audience stops watching your video. This KPI allows you to optimize your video and to understand the points to improve.
The VTR: How many people have watched your entire video?
VTR means view throught rate. This indicator allows you to know the rate of people who have viewed your video to the end. It allows you to Measure the effectiveness of your video. But even more importantly, the interest generated in your audience.
The discovery factor
How many people subscribed after watching your video? This data allows you to know if you have succeeded in converting people into new subscribers. Thanks to this indicator you can measure your retention capacity.
The CTR, better known as the click-through rate
The click-through rate is a KPI often used in the marketing sector. It is calculated as a percentage using this formula: clicks ÷ impressions = CTR (click-through rate). Impressions are the number of times your video has been played. The click rate allows you to know the potential conversions.
The number of conversions: how many people did you seduce?
You know your click-through rate. But are your clicks turning into leads? Conversion is measured in the number of content downloads, purchases or even registrations for your training... You can sort and take a closer look at your leads and those who have not become leads to know how many are part of your target, why there was no transformation, the time to act…
Cost per conversion or how much it costs to create a video for a lead
This metric allows you to know the cost of creating your videos in relation to the number of leads acquired.
To calculate this, you first need to know your conversion numbers and then calculate the direct or indirect costs of creating the video.
Here is a list of costs to add up:
- logistics: the technicians who helped you, the service providers, the travel...
- materials: if you needed to buy material specifically for the creation of the video (background, accessories...), subscriptions to software and tools, hosting platforms...
- advertising: partnership with influencers, Google Ads campaign, advertising campaign on social networks...
Measure the ROI of your videos
The ROI formula
Once you have measured all your KPIs and calculated your costs, it is time to calculate the ROI using this formula:
(total gains - total costs) / total costs = ROI
All you have to do is analyze it and compare it to other figures. But don't just rely on it. You can also look at whether you have just gained awareness or improved your audience loyalty.
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