An animated video is a very effective way of conveying what your product or solution does and reaching customers with highly accessible and engaging brand content. But however creative and engaging it may be, the bottom line has to be converting prospects into leads and sales.
Typically, animated videos sit at the top of your marketing / sales funnel. It’s the kind of content your business can share on social media or use as the basis of a pay per click campaign. The best animated videos can accelerate the sales cycle from prospect to lead to sale, providing potential customers with a lot of engaging and compelling information in just a few minutes.
Animated videos – what metrics to measure
To measure ROI for animated videos it’s important to understand where your video sits in the marketing funnel. If they’re top of the funnel the metrics needed to measure ROI will include number of views, the duration of views and click through rate – the number of times a viewer clicked on your CTA and visited a landing page. These measurements will give you an idea of how engaging the content is, but they’re all dependent on having other things in place. These are:
SEO – if your animated video is uploaded to YouTube or another video platform, it needs to be correctly optimised for search engines. Google will always rank video higher than other forms of content, but only if it’s optimised for the right keywords relevant to your video content. If you want to use your animation to attract new customers, put it on YouTube and make sure it’s fully optimised.
Social media – YouTube can help prospects find your video content organically but you should also use other channels to actively promote it to those people already engaged with your brand, and their contacts and associates. Use your preferred social media channels to build momentum around the animation, and consider social media advertising to get it in front of a highly targeted market.
Landing page – ultimately you want prospects to view your video and then take the next step by clicking on a link to a relevant landing page. Depending on what the next step in your marketing / sales funnel is, that might be to a product page, demo or a special offer. Generally speaking the home page of your website is not the best place to direct prospects – especially if you have a variety of solutions and different target audiences. Instead, make sure the landing page is relevant and aligned with the video content – for example, use the same colours and graphics – so that prospects know they’re in the right place.
As with most digital brand content – videos, blog posts, infographics etc. – you need to support the content. Don’t expect to upload it and for your video to go viral overnight.
Top line sales
How do you know if your animated video is having a positive impact on sales? In some cases you may be able to tell instantly, because of an uplift in sales that can’t be attributed to other advertising or marketing activities.
Our client Securitax trebled the size of their business by using animated videos; watch the video at the bottom of this post to understand why.
Most companies will be engaged in a variety of marketing activities so you need to understand whether the animation is contributing to the sales figures or not. Things like directing viewers to a unique landing page from the video can help you see whether visits are solely coming from that activity. You can also use tracking pixels to help measure results.
Finally you need to calculate ROI. When working out the ROI for animated videos, you need to total up all the gains and costs of that content and then crunch this equation.
The way you calculate what your gains are will depend on your attribution model: how you work out which of your touchpoints with your audience actually contributed to a sale or conversion. For example if the objective of the video is to raise awareness or generate leads, you’ll need to make the calculation based on what these are worth to you. That’s why it’s important to have clear objectives for your animated video, so it produces the right results.
Also make sure you understand the investment cost. That’s not just the amount your video production company invoiced you for. It may include paid distribution costs, PPC campaigns, your social media agency’s time for promoting the content, and internal resources.
At the end of the day, getting positive ROI from your animated videos is about creating videos that engage your target audience and get them to take an action. However, you also need to support those videos by getting them in front of your target audience, finding the right channels to share them on, and taking a proactive approach to recouping your investment and maximising ROI.
If you have any questions about calculating ROI for animated videos, please contact me.
Below, Simon Hills talks about his experience working with NRG on Securitax’s animated videos.