3 Video Projects That Continue to Drive Strong ROI Even During Tough Times
In times of economic uncertainty, companies often take a hard look at their marketing budgets. The first thing to go is often the marketing spend that doesn't deliver tangible results. But here's the truth: the marketing that lasts is the marketing that proves its value.
Video has always been a powerful tool, but when budgets get tighter, it’s even more crucial to invest in marketing strategies that show a clear return on investment (ROI). Whether you're focusing on brand awareness, sales, recruitment, or education, video content is still one of the most effective ways to engage with your audience and deliver measurable results.
At DMM Productions, we’ve seen firsthand how certain types of video content continue to drive ROI—even when teams are cutting back. Here are three types of videos that have proven their value over time:
1. Testimonial Videos – Build Trust and Shorten Sales Cycles
In a world where trust is everything, testimonial videos are an essential marketing tool that allows your satisfied customers to speak for you. There’s nothing more powerful than having real clients talk about how your product or service solved their problems. These videos don’t just build trust—they also shorten sales cycles.
When prospective clients hear directly from people who’ve already benefited from your product or service, they’re much more likely to make a buying decision. Testimonial videos act as social proof, boosting credibility and demonstrating your product’s value in real-world scenarios.
Why it works:
Builds trust quickly
Speeds up the decision-making process
Creates long-term value as evergreen content
Where to use it:
On your website’s homepage or product page
In email marketing campaigns
On your social media platforms
In sales presentations
2. Recruitment Videos – Attract Quality Talent and Save HR Time
When hiring, time is of the essence. Recruitment videos can help you attract the right talent faster while cutting down the time spent on the hiring process. Instead of reading through resumes and scheduling multiple interviews, a well-produced recruitment video allows candidates to get a sense of your company culture, the role they’ll play, and what makes your company stand out.
By showcasing what it’s really like to work for your organization, recruitment videos help potential employees self-select based on whether they align with your company’s values and work environment. This saves HR teams time, reduces turnover, and ensures a better cultural fit.
Why it works:
Speeds up the hiring process
Helps you attract high-quality candidates
Reduces turnover by providing clear expectations
Where to use it:
On your career page or job listings
Shared on LinkedIn or other job boards
Included in email outreach to potential candidates
3. Explainer Videos – Educate and Inform About Your Services
Explainer videos are one of the most effective ways to convey complex ideas simply. In times when customers are looking for clarity, these videos help break down your services or products in a digestible, engaging way. Whether you’re explaining how a new feature works or how your service solves a specific problem, explainer videos provide a concise and visually appealing format to communicate your message.
By addressing common questions or concerns, explainer videos give your customers the confidence they need to make a purchase or take the next step in their journey.
Why it works:
Simplifies complex concepts
Enhances customer understanding
Increases conversions by addressing pain points directly
Where to use it:
On your website’s FAQ or product page
In email campaigns to nurture leads
On social media to spark interest and share useful information
Repurpose Your Video Content for Maximum ROI
The best part about these three types of videos is that they can be repurposed across multiple channels—making them even more cost-effective. A single testimonial video or explainer video can be used on your website, social media, email campaigns, and in your sales presentations. This not only maximizes your investment but also ensures that your content has a long shelf life.
In an environment where every dollar counts, repurposing video content across multiple platforms is a smart strategy to continue engaging with your audience without constantly needing new material.
Get the Full Guide: How to Maximize Your Video ROI
These three video types are just a small part of the DMM Productions Free Video Production Planning Guide—a comprehensive resource that shows you how to effectively use video to drive business growth.
