The purpose of a corporate video is ultimately to sell a product, service, or an idea. Everything else is vanity.
For a recent client, I created a “TV Series” instead of a commercial. It collected over 250,000 views in the first week, shared over 1000 times on social, and had an 85% retention rate. Those are fantastic metrics. But the metric that is most valuable to me is that the client sold out of product (deep sea fishing guided tour dates) for the next year. His business is now hiring more staff and buying more boats to handle the influx of business. Business generated from the video.
That is the power of a well-designed video. When you make a video that resonates, people watch it all the way through, and they will become paying customers.
Does Your Video Agency Think Beyond The Click?
The true value of video is not in creating or posting a video. With a cellphone and YouTube you can do that right now. You’re looking for a video that can accomplish something. Given the choice I think you’d prefer a video that gets a targeted audience to purchase your product (rather than than a video that people watch but don’t purchase). Video is all about conveying a message so someone purchases your product from your store rather than a competitors.
A beautiful video doesn’t mean it will sell product. In the same way a popular video doesn’t mean it will sell product. The same applies to B2B.
If people only make it through just 10% of your video, the time and money that went into creating the video will have been wasted.
The beauty of modern website metrics is you can see exactly when people stop watching your video. You can even see if they are rewinding because your message is unclear, or skipping ahead because your message is too slow.
How a video looks can be subjective, but this retention rate metric is the unbaised reality.
At Houston Video, I monitor this performance metric, and and many more. I provide you frequent briefs and help you continuously optimize your videos and campaigns. The goal is to provide the audience more of what they want to hear and help them drive deeper into the sales funnel!
