Video ROI: How Companies Measure Success from Their Video Investment in 2025

Video is no longer a “nice-to-have.”
For businesses across the Midwest, it has become one of the most reliable and versatile investments they can make — whether the goal is brand awareness, recruiting, customer trust, or direct revenue.

But as demand for video grows, so does one essential question:

How do we measure the ROI?

The good news: Video is more measurable than ever. And in 2025, companies are using a mix of quantitative and qualitative metrics to evaluate how well their investment is performing.

Here’s a breakdown of the most important ways organizations track video ROI today — and which ones matter most for long-term results.

1. Engagement Metrics: Are People Watching the Video?

The first layer of ROI is simple:
Are people watching — and are they staying?

Key engagement metrics include:

✔️ View Count How many people pressed play? Great for awareness.

✔️ Watch TimeThe total amount of time viewers spend watching. This shows how compelling the video is.

✔️ Audience Retention Where do viewers drop off? Longer retention = stronger storytelling.

✔️ Click-Through Rates (CTR) Are people taking action after watching?

These metrics help companies understand the immediate impact of their video, but they’re only one part of the ROI conversation.

2. Conversion Metrics: Did the Video Drive Action?

For businesses, ROI often comes down to action.

Strong videos — especially interview-driven testimonials and brand stories — are powerful at converting viewers because they build trust.

Companies track things like:

✔️ Form submissions (request a quote, schedule a demo, apply for a job)

✔️ Sales inquiries (did someone reach out directly after viewing?)

✔️ Landing page conversion rate (videos often increase this by 30–80%)

✔️ Changes in pipeline activity (more conversations, more deals progressing)

✔️ Recruitment applications (the #1 use case for culture and hiring videos)

A single testimonial video on a landing page can double conversion rates — not because it’s flashy, but because real people influence real decisions.

3. Revenue Impact: Did Video Help Close Deals?

This is where companies see the clearest ROI.

Businesses track:

✔️ Deals influenced by video Many CRMs (HubSpot, Salesforce, Monday) now track video views inside the sales process.

✔️ Shortened sales cycles Video simplifies explanations, builds trust, and reduces back-and-forth.

✔️ Higher-quality leads Especially for brand story videos that clarify who the company serves.

✔️ Upsell/cross-sell opportunities Educational videos help customers discover additional services.

Even if video isn’t the sole reason a deal closes, it often plays a critical role in:

• Building trust faster

• Highlighting results

• Making complex topics simple

• Differentiating the business

That’s ROI.

4. Recruitment ROI: Hiring Faster and Reducing Turnover

Organizations across the Midwest are investing heavily in:

• culture videos

• employee interviews

• recruitment stories

Why?

Because hiring has become competitive — especially in education, healthcare, construction, and city government.

ROI is measured by:

✔️ More applicants

Video gives job seekers a real look at the environment.

✔️ Better applicants

The right message attracts the right people.

✔️ Reduced turnover

Employees who know what to expect stay longer.

✔️ Quicker hiring timelines

Candidates can “meet the team” before interviewing.

This is where authentic interview-driven content shines.

5. Brand Trust: The Most Underestimated ROI Metric

Some ROI is harder to put a number on — but it has the biggest long-term impact.

Companies measure trust by tracking:

✔️ Website behavior

Do people stay longer?
(They do — video increases time on site dramatically)

✔️ Repeat visitors

An indicator of trust and interest.

✔️ Direct traffic growth

Means people are searching for your business by name.

✔️ Increased social engagement

Real humans responding to real stories.

✔️ Improved reputation

Especially for organizations using testimonials and leadership videos.

Trust compounds — and video speeds it up.

6. Operational ROI: Saving Time & Reducing Repetition

Video isn’t just a marketing tool — it’s an efficiency tool.

Many organizations use video to:

• Educate customers

• Standardize internal communication

• Train staff

• Answer common questions

• Simplify complex topics

That cuts down on:

• meetings

• emails

• onboarding time

• repeated explanations

Time saved = money saved.

That’s ROI, too.

7. Longevity: Video Outperforms Every Other Content Format

The lifespan of a strong video is unmatched.

Companies measure ROI by its use-ability across:

• websites

• presentations

• sales emails

• recruiting pages

• social content

• trade shows

• annual meetings

• onboarding

• internal updates

One well-made interview video can last 3–5 years and generate value every single day.

Few marketing investments can claim that.

The Real Secret to Video ROI: Authenticity

The videos that perform best — across every metric — share one trait:

They feel real.

People connect with:

• genuine interviews

• real customers

• honest conversations

• authentic moments

Not actors.
Not scripts.
Not cinematic fluff.

That’s why interview-driven content is driving some of the strongest ROI in 2025.

Final Thoughts

Video ROI isn’t just measured in views or likes.
It’s measured in:

• trust earned

• relationships strengthened

• clarity delivered

• applicants hired

• deals influenced

• time saved

• customers retained

And most importantly: the story people share about your business.

If you invest in video that’s authentic, strategic, and aligned with your goals, the ROI shows up in every corner of your organization.

Ready to See Real ROI From Video?

DMM Productions specializes in interview-driven content that helps Midwest companies build trust and get results.

If you’re ready to use video strategically — and see measurable ROI — let’s talk.

Book a discovery call to get started.