Online video and return on investment (ROI): it’s a complicated story.
Most marketers believe that video delivers. A study by Vidyard says that 74% of participating B2B professionals 'believe that video positively impacts marketing results and ROI'.
Measuring ROI is kind of a science in itself, but increasing the number of video views and engagement with your videos is a great way to make them more effective. There are some tricks to accomplish this — here are 5 of them.
1) Choose a platform with video analytics
If you’re going to tweak your videos, you need to know how it performs in the first place. There are different platforms available and some offer more in-depth analytics than others.
Platforms such as YouTube and Vimeo will show you metrics, including: how many times a video is watched, by how many people, and where they are located.
More extensive video platforms like Wistia will show you video heatmaps and trends, allowing you to fine-tune the contents of your video (see tip 3 in this article).
2) Optimise your video for search engines
Search Engine Optimisation (SEO) is the art and science of ranking higher in search engines like Google, YouTube and Bing.
There are two steps to optimising for search engines:
First, find out which words your audience uses to search for information. There are tools to discover these terms, such as the Google Keyword Planner. Alternatively, you can simply enter search terms into Google to discover which   popular phrases the search engine suggests.
Second, use those words in your content, especially in the video title and description. This way, search engines ‘know’ what your video is about so they can present it to your audience at the right time. (It is however important to keep all text natural and reader-friendly.)
3) Track where viewers drop off and adjust
House of Cards is one of the most successful TV series of the last few years.
What most people don’t know is how calculated the success of House of Cards really is. Netflix, which aired but also produced the series, knew exactly what it was doing when they created the series. The key was tracking user data and using it to their advantage.
For example, Netflix knows exactly when TV series ‘hook’ viewers. These are the kinds of insights that helped House of Cards become a major success.
You can use a data-driven approach as well. For example, some video platforms will show you where in the video viewers ‘drop off’ (or skip). What parts do people find most interesting? What edits can you make to better retain their attention?
4) Create a compelling context
A video never exists in a vacuum.
The most effective videos are embedded on a web page so you can add some context and customise the experience.
Here are some tactics that work well:
- A compelling headline (and possibly a sub-heading) that communicates what the viewer is going to learn from your video.
- It pays off to have a bit of introductory text that further ‘warms up’ your website visitor to watch the video.
- Make sure your Play button stands out visually. (Hosting platforms like Wistia  allow you to customise the Play button.)
- Put your video ‘above the fold’ so your website visitors don’t have to scroll down to see it.
A good video headline and/or sub header are also excellent to use when linking from your homepage, or when using your video on social media.
5) Give your viewer something to do next
A great way to see more tangible business results from a video is by offering viewers something to do next. You will see the best results with a clear call-to-action.
Examples of clear call-to-actions   are:
- Download our e-book
- Subscribe to stay updated
- Get a free trial
- Contact us now
There are plenty of ways to experiment with call-to-actions. You can choose to place a call-to-action in the middle or at the end of a video, or above or below the video frame.
By using a custom link, you can track exactly how many actions you can attribute to your video.
Where will you start?
Producing a video is a big investment. You are spending time and money to create a video that matches your business and its goals.
But what you do before and after video production is just as important for its impact.
Implement one or more of these suggested tweaks (or even better, all of them) and you will see a much better return on your invested time and money.
Which of the tips will you implement first?