Posts

Unwrapping Video: ROI (the greatest gift)

One of the greatest gifts this season won’t come wrapped up in shiny paper with a pretty bow.  The kind of gift we’re talking about can be delivered many ways and is truly the kind that keeps on giving.

Let’s unwrap video and the gift of ROI: Return on Investment.

So you’ve got your videos. You’ve got a strategy. That’s all terrific. But how do you know whether it’s  working?

We created the video above for Visit Tampa Bay. While the video has more than 105,000 views, the success was truly measured in the record tourism revenue generated by the city in 2018 and we are happy to have played a role in that.

But, views aren’t the only way to measure the performance of your videos. There are plenty of metrics to track and prove the ROI of your video program. There are so many that we are truly unwrapping one layer. Really what does all the terminology mean and does it matter?

Why Do Video Marketing Metrics Matter?

Analytics are a key component in any successful video marketing strategy.

Video metrics give marketers the power to improve. Combining the power of both tracking views and click-through rates (CTR), we can identify which videos work.

For example, a non-profit company releases a tear-jerking, heart-tugging holiday video hoping to capture the attention of sponsors. It goes viral, has millions of views. Success, right?! Wrong. It could be a big flop if none of the viewers are in the target audience of people they need to reach. If, on the other hand, the video earned just 200 views, but they were all big donors, it could be a huge win.

In the end, it’s all about your goal. Take an immersive experience for example.  A VR project we produced with Busch Gardens of Tampa Bay and Visit Tampa Bay was picked up by VeeR, a Global Virtual Reality platform, and the video has more than 580,000 views. People love a virtual experience and the result was exposure on a global scale which certainly is a good thing for tourism.

The Total Package: Video Click-Through Rate (CTR)

When someone views a page do they click on your video? The CTR is the total number of views divided by the number of people who clicked. We don’t usually flex our mathematical prowess, but for the sake of the storytelling:

Video click-through rate = # of views / # of people who clicked

CTR has nothing to do with the quality of your video content and everything to do with how interesting you’re making things. How’s your title? Your call to action? Even a fun thumbnail can make your viewer want to click.

The Bow on Top

Before deciding where your videos should go, set some goals. If you don’t you’ll end up feeling like you’ve gone shopping without a list. Because it’s easy to get lost in publishing videos for the sake of publishing videos. Much like shopping that can be an expensive habit. If you need some guidance or video strategy hit reply and we’d love to help you out.

_______________________________________________________________________

About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.

Video Authenticity

Emotions. Everyone’s got them. There is no doubt about it, emotions drive action. That sentiment is as true in our personal lives as it is in business. When something conjures up a feeling, you are more invested. Now apply that to video strategy. The best videos are the ones that tell a great story, and a great story is one that authentically appeals to your audience’s emotions.

The reality is, the automation and scale of marketing and sales technologies have devalued human connection. Today’s biggest brands are gaining traction by being real and authentic while making a personal connection. Just listen to Mad Bear Productions’ CEO, Glenn Zimmerman, share his philosophy on why we do what we do and why we bet on video authenticity every time.

In the sales world, “one size fits all” tactics are failing to produce. Video helps cut through the noise, helps you stand out to prospective customers and builds a personal connection. A video that focuses on being authentic and real while effectively conveying the message is the key.

So, we can agree that adopting a video strategy that measures success and proves ROI is vital for any organization, but when it comes to sales it’s hard to put a price on making an emotional connection. Using authentic video elevates your sales outreach strategy beyond the typical email blasts and automation tools. It helps you and your organization stand out.

Not to mention, with the consistent shortening of people’s attention spans, a first impression is usually made within the first few seconds. Making that emotional connection through an authentic and personal video helps build a foundation of trust and familiarity with potential customers. Let people know who you are. Give them a peak behind the curtain. As a very simple example, that is literally what we did for Attorney Paul Edelstein in the video below.

The key to video authenticity is honesty. Like in all relationships, just be authentic and genuine with who you are and what you stand for. Don’t just tell your audience what you think they want to hear. They’ll figure out that you’re not the real deal. If you want results. If you want to connect. Be authentic.

HAPPY STORYTELLING!

_______________________________________________________________________

About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.