“What’s a common misconception businesses have about video ROI, and how can they shift their mindset?” Here is what 12 thought leaders have to say.
- Recognize Video’s Long-Term Impact
- Use Video for Strategic Touchpoints
- Focus on Conversions, Not Views
- Track Long-Term Metrics for Video Success
- Create Purpose-Driven Videos
- Prioritize Message Over Production Quality
- Build Relationships Through Video Storytelling
- Generate Leads with Actionable Videos
- Use Simple Videos for Practical Tips
- Measure Impact, Not Vanity Metrics
- Keep Videos Short and Engaging
- View Video as a Long-Term Investment
Recognize Video’s Long-Term Impact
A prevalent misunderstanding among businesses regarding video return on investment (ROI) is the belief that it can only be quantified through direct, immediate sales or conversions. While it is accurate that video can elicit direct responses, its influence on ROI frequently extends beyond immediate numerical results. Video content is instrumental in fostering brand awareness, establishing trust, and cultivating customer relationships over time, ultimately contributing to long-term revenue growth. For instance, videos centered on brand storytelling, customer testimonials, or educational content may not yield immediate sales; however, they can significantly sway purchasing decisions in the future. To alter this perspective, businesses must recognize video as a multifaceted instrument that impacts the entire customer journey. Evaluating ROI should encompass the tracking of engagement, brand sentiment, website traffic, and lead generation, in addition to direct conversions. This comprehensive viewpoint enables companies to gain a deeper understanding of the true value of their video marketing initiatives and make necessary adjustments to their strategies.
Matthew Ramirez, Founder, Rephrasely
Use Video for Strategic Touchpoints
It’s measurably shown that your ads usually have to touch the customer several times before they make a purchasing decision. Video ads provide an engaging touchpoint within the customer journey, especially when they’re retargeted to people who are already familiar with your product. While text ads are great, video adds another dimension of content, engagement, and trust that can help tremendously with customers who are on the fence about making a purchase. Additionally, people who see your ad often may likely perceive your company as having deep pockets for their ad spend, which can enhance trust even further. With this in mind, many digital advertisers now think about their marketing funnels as a collection of different types of content, and how the prospect will interact with each of them. This makes ad purchases far more strategic today than the days when people relied exclusively on one medium.
Dennis Consorte, Digital Marketing & Leadership Consultant for Startups, Consorte Marketing
Focus on Conversions, Not Views
Biggest misconception? Thinking video ROI is all about views and virality. Businesses obsess over going “viral,” assuming a million views = success. But views don’t pay the bills-conversions do. A 500-view video that drives 50 paying customers is way more valuable than a 500,000-view clip that gets nothing but likes.
The mindset shift: Treat video like a strategic sales tool, not just a marketing gimmick. Instead of asking, “How many views did we get?” ask, “Did this video move people closer to buying?” Focus on retention, engagement, and action-track how many viewers actually click, sign up, or buy after watching.
Pro tip: Short, problem-solving videos outperform high-production fluff. A simple, well-placed 30-second testimonial or FAQ video on your sales page can outperform a fancy brand video on YouTube. ROI comes from smart placement and purpose-driven content, not just chasing trends.
Austin Benton, Marketing Consultant, Gotham Artists
Track Long-Term Metrics for Video Success
One common misconception businesses have about video ROI is that success is only measured by immediate sales or direct conversions. Many assume that if a video doesn’t generate instant revenue, it’s not worth the investment. In reality, video plays a much broader role in brand awareness, audience engagement, and long-term customer retention. I’ve seen businesses overlook the impact of video on trust-building, SEO benefits, and the ability to nurture leads through various stages of the buyer’s journey.
To shift this mindset, businesses need to view video as an asset that compounds over time. Instead of focusing solely on short-term sales, I recommend tracking metrics like watch time, engagement rates, social shares, and how video content contributes to lead nurturing. For one client, a series of educational videos didn’t drive immediate sales but significantly improved customer retention, reducing churn by 20%. By embracing video as a long-term strategy, businesses can unlock its full potential beyond just direct conversions.
Georgi Petrov, CMO, Entrepreneur, and Content Creator, AIG MARKETER
Create Purpose-Driven Videos
A big misconception about video ROI is thinking that just making videos will automatically drive results. It’s not about how many videos you produce-it’s about making the right ones for the right audience. Before creating any video, businesses need to ask: What’s the goal? Whether it’s brand awareness, lead generation, or driving traffic, video should always serve a clear purpose. Success isn’t just about views. Engagement, website traffic, and conversions are what actually show impact. A video with fewer views but high engagement is far more valuable than one that goes viral but leads to nothing. Video also isn’t a standalone tactic-it works best when integrated into a broader strategy. Businesses should use it across social media, their website, email marketing, and even repurpose content to maximize their reach. And finally, testing is key. Trying different formats, tracking performance, and optimizing based on what resonates will always outperform just throwing videos out there and hoping for the best.
Gursharan Singh, Co-Founder, WebSpero Solutions
Prioritize Message Over Production Quality
A lot of businesses assume that video marketing only works if they invest in high-end professional equipment, but that is not the case. What matters most is the message and how well it connects with the audience. People are drawn to content that is genuine, helpful, or interesting, and that does not require expensive cameras or a production team. In many cases, videos that are too polished will actually be less engaging because they come across as overly scripted or like a commercial rather than something worth watching.
In fact, our best-performing videos were filmed on a smartphone with minimal editing. We started making content to share safety tips, answer common electrical questions, and show behind-the-scenes work. At first, we thought professional-grade production would make the content more effective, but those videos did not get much engagement. The ones that did well were the ones that felt natural, such as quick updates from job sites, simple tutorials, and casual introductions to the team. Customers preferred real, unscripted content because it felt more relatable and informative rather than like a commercial.
Daniel Vasilevski, Director & Owner, Bright Force Electrical
Build Relationships Through Video Storytelling
One common misconception is that video ROI is all about immediate sales or direct bookings. You post a promo video, and suddenly the bookings roll in. But in reality, it’s not that straightforward, especially in a niche like liveaboard diving. For us, videos are about storytelling and building trust with our global audience. Our videos show the vibe on board, Egypt’s stunning dive sites, and the community feel we’re proud of. The return isn’t necessarily instant, but it’s powerful. Guests tell us all the time that they chose us because they felt the experience through our videos. Essentially, posting videos is like planting seeds, they grow into long-term relationships. Businesses need to shift their mindset from thinking of video purely as a sales tool to seeing it as a relationship builder. For a liveaboard fleet like ours, videos create emotional connections. They give potential guests a sneak peek of life on board, allowing them to visualize sharing laughs over dinner, gearing up for dives, or exploring the Red Sea’s best sites. That connection often leads to bookings down the line but rarely instantaneously. Video ROI might not be as easy to measure in clicks or bookings right away, but it’s huge for building a loyal, global client base that keeps coming back.
Mohamed Moussa, Managing Director, Tornado Marine Fleet
Generate Leads with Actionable Videos
Too many businesses create videos to “increase brand awareness” without a clear action in mind. Visibility is useless if it doesn’t convert into leads. A roofing company posting flashy drone footage without a call to action is just creating content for the sake of it. A better approach is a short clip showing hail damage side-by-side with a free inspection offer. A video that directly answers a customer’s problem will always outperform a generic branding piece.
Shifting the focus to lead generation changes everything. A simple, 15-second Facebook ad showing missing shingles after a storm can drive 100 inbound calls in a single day. A time-lapse of a roof replacement with pricing details converts more than a logo animation. Businesses need to stop chasing views and start tracking conversions. A well-placed, solution-driven video brings in real revenue.
Benjamin Tom, Digital Marketing Expert and Utility Specialist, Electricity Monster
Use Simple Videos for Practical Tips
People assume a business video needs a full production crew, expensive equipment, and a scripted voice-over to bring in customers. That’s nonsense. A well-lit, 30-second iPhone video showing how to check for a leaking pipe can be worth more than a $5,000 polished ad.
Actually, for us, homeowners care about useful tips, not cinematic effects. A simple tutorial on avoiding a $300 water bill spike will get shared in local Facebook groups, drive calls, and prove more valuable than a corporate promo.
Caleb John, Director, Exceed Plumbing
Measure Impact, Not Vanity Metrics
A video with 10,000 views and no leads is worthless. A video with 500 views and five high-value sales? That’s ROI. Too many companies get stuck chasing numbers that don’t mean anything. An engineering firm can put out a detailed case study on LinkedIn, get 100 views from the right audience, and land a six-figure contract. Meanwhile, a flashy YouTube reel with thousands of random views does nothing. Businesses need to measure impact, not vanity metrics.
The shift happens when companies focus on who’s watching, not how many are watching. A 60-second breakdown of how a tensioned fabric structure withstands 100 mph winds might only get a few hundred targeted views, but if one of those views comes from a decision-maker at a major firm, that’s all it takes. Awareness is nice. Conversions pay the bills.
Barbara Robinson, Marketing Manager, Weather Solve
Keep Videos Short and Engaging
Nobody wants to watch a five-minute video explaining something that could’ve been said in 20 seconds. Short videos convert better. A roofing company doesn’t need a full documentary on hail damage—just a quick before-and-after clip showing why immediate repairs matter. A 15-second Instagram video of a roof leak getting fixed can turn into 50 calls overnight. Long videos work for deep dives, but for quick engagement? Keep it short, keep it clear.
So, why do businesses still waste money on long, drawn-out content? Attention spans are short. A fast drone scan showing missing shingles speaks louder than a talking head explaining why roofs need maintenance. A tight, well-structured clip hooks viewers immediately. Say what needs to be said, show what needs to be shown, and stop dragging it out.
Nathan Mathews, CEO and Founder, Roofer
View Video as a Long-Term Investment
I have seen many businesses make the mistake of viewing video ROI as a one-time investment. This leads to them expecting immediate and high returns from their videos, which is not always the case. The truth is, video ROI should be viewed as a long-term investment with potential for continuous growth. When businesses shift their mindset to this perspective, they can better understand the true value and impact of video marketing.
One way to shift this mindset is by analyzing the different ways in which video can drive ROI. It’s not just about direct sales or conversions, although those are important metrics to track. Videos can also increase brand awareness, website traffic, and engagement on social media. These indirect benefits may not have an immediate impact on the bottom line, but they contribute to the overall success of a business in the long run.
Patrick McDermott, Executive Vice President, Max Cash