Does Corporate Video Deliver ROI?
Yes, but measuring it requires defining what 'return' means for your specific use case. A training video that reduces onboarding time by two hours per new hire has a quantifiable return. A brand video that increases website engagement is harder to quantify but no less valuable. The key is agreeing on what success looks like before production begins.
Types of Return Corporate Video Can Deliver
Depending on the type of video and how it's used, the returns can include:
- Reduced training costs: video replaces in-person sessions that require facilitators, travel, and venues.
- Faster onboarding: new employees get up to speed quicker with consistent video training.
- Improved compliance: safety and WHS training videos reduce incident risk.
- Higher engagement: internal comms video outperforms email open rates and text-based updates.
- Better recruitment: employer brand video improves candidate quality and reduces hiring costs.
- Increased conversion: product and testimonial videos can improve sales conversion rates.
- Content longevity: a well-produced video can be used for 2 to 3 years without remaking.
Metrics to Track for Different Video Types
The right metrics depend on the video's purpose:
- Training videos: completion rates, assessment pass rates, time-to-competency.
- Internal comms: views, completion rates, survey response after viewing.
- Brand videos: website engagement, time on page, bounce rate, social shares.
- Recruitment video: application quality, conversion from application to interview.
- Event video: social media reach, repurposed content lifespan, leads generated.
- Product video: conversion rate uplift, sales cycle length, support ticket volume.
What If You Can't Measure Hard Metrics?
Not every video ROI is quantifiable, and that's okay. There are strong non-metric returns that are still highly valuable to an organisation:
- Consistent messaging across a distributed team.
- Professional brand presence in client meetings and pitches.
- Simplified communication of complex ideas.
- Reduced time spent on repetitive in-person briefings.
- Content that scales: one video, unlimited viewings.
How to Calculate Simple Video ROI
For training and onboarding, a simple ROI calculation works well. Example: if you onboard 50 new employees per year and each in-person session costs $400 in facilitator time and preparation, your annual onboarding cost is $20,000. A training video that costs $8,000 to produce and replaces 80% of those sessions pays for itself in the first year and saves money every year after.
Making the Case Internally
If you're building a business case for corporate video investment, focus on the cost of the problem the video solves, not just the cost of the video. Calculate what inconsistent training costs, or what a disengaged employee costs, or what a poor client presentation costs. Video is almost always cheaper than the problem it's solving.