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The ROI of video content that you can’t measure in $ but is just as significant.

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By Suzanne Brown. Read time 2 mins

One of the main things people wonder about video is the return on investment. It’s sometimes tricky to answer if you’re only talking in dollar terms. Quite often, video content isn’t just for raising funds or making sales.  

When SCAD Research Inc. asked us to make a 30-second video for Spontaneous Coronary Artery Dissection, the primary purpose was to raise awareness of this little-known condition, with fundraising a secondary priority.  

As an awareness-raising exercise, it did very well. In total, this campaign reached 132,357 people via social media and online advertising. 

Overall the video was seen by 88,029 people. The average cost per reach was less than 2.3 cents, and the average cost per video view was just 3.4 cents.  

The campaign also increased Facebook likes for SCAD Research Inc., which drove more people to their events and then to donate. The funds raised directly from the video are impossible to quantify, but SCAD Research Inc. was thrilled with the results for both awareness and fundraising!

And while we’re talking about money, 83% of businesses say that video provides a good return on investment (Source: 147+ Video Marketing Statistics). Several studies have shown that putting a video on your home page can increase your conversion rate by as much as 80% (Source Instapage). Just including the word ‘video’ in your email subject line can boost open rates by 19%, click-through rates by 65%, and reduce unsubscribes by 26%. (Source: Brainshark) 69% of people prefer a video about a product or service to text. (Source: Wyzowl) And 57% of people who watch a video about a good cause go on to donate. (Source: Google)

With the massive increase in video consumption worldwide, there’s nothing better than video to engage your current audience and find and keep new ones. Video is the best format for communicating your brand’s personality, values and impact to find your kind of ideal audience. So you can’t afford not to invest! 

We’re specialists in making video content creation as affordable as possible. So if you think it’s something you need but feel you can’t afford, let’s chat about the possibilities – there nearly always are some. 

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