20 May The ROI of Corporate Video
At Perpetua, getting ROI for our clients on their corporate video spend is imperative. It’s how we build a customer base that comes back to us time and time again for their video content. Producing high-quality video content takes time, planning, and a budget. And, when done right, corporate video doesn’t just pay for itself. It builds brand equity, drives conversions, builds trust, shortens sales cycles, and creates long-term value that far outweighs its upfront cost.
This is something we see with our clients all the time and why, when a client has decided to incorporate video into their internal communications or marketing, they continue to expand their content library; understanding the value of their investment. But don’t just take our word for it. Here are some facts and stats on the ROI of Corporate Video.
1. Video Converts Customers
We’ve worked with companies across all industries and the results are consistent: video increases engagement and conversions. Whether it’s an explainer on a product page or a compelling customer testimonial, videos consistently outperform static content.
Animoto found that people are 4x more likely to watch a video about a product than read about it. And, according to Insivia, viewers are then 12 times more likely to share video content on social media than links and text posts combined. More shares = more brand awareness = more conversions.
2. Video Builds Trust Faster
People buy from brands they trust and video builds that trust faster than any other medium. Why? Because it humanises your message. When customers feel like they know you, they’re happier to engage with your company and buy what you’re offering.
Also from an employee or new hire point of view, a well-produced company culture video or behind-the-scenes piece can do more for your employer brand than a dozen blog posts. A founder story or CEO message, delivered authentically, connects in a way written words just can’t.
Forbes found that 64% of consumers say watching a video makes them more likely to trust a company. And Think With Google documented that people exposed to video ads had a 139% increase in brand association compared to those exposed to image-based ads. That means people don’t just see your brand, they connect with it.
3. Video Is Not Just Marketing—It’s a Sales Tool
Too many businesses treat video as a “nice-to-have” for brand awareness. But the smart ones know video accelerates the sales cycle. We’ve created custom video assets that sales teams use again and again – product explainers, industry-specific demos, customer case studies. These tools reduce the number of touchpoints required to close a deal.
According to Wyzowl, 88% of people say they’ve been convinced to buy a product or service by watching a brand’s video. And clients see conversion rates jump by 20–80% after integrating video into their marketing or sales funnel.
4. You Can Stretch One Video into Many Assets
Video is not a one-and-done expense. In reality, one well thought out shoot can generate a tonne of content. We routinely produce one flagship brand video and then break it down into: short-form social clips, website banner reels, audio only for podcast use or behind-the-scenes “making of” content.
That’s ROI by way of repurposing. When you plan for modular content from the beginning, video becomes a long-term content engine. According to Wyzowl, 89% of marketers who use video say it gives them a solid return on their investment.
5. The Shelf Life is Longer Than You Think
A well-crafted video has serious staying power. We’ve had clients still using a brand video we made several years ago and it’s still doing its job. Research suggests an average lifespan of at least 2-3 years for a corporate video. Yes, certain content needs refreshing as product features change or leadership teams evolve, but foundational videos – your “why,” your brand story, your values, can live a long, valuable life.
Umault found that video content can have a significantly longer shelf life compared to other marketing assets, and that videos can continue to generate ROI well beyond the initial publication period.
So, video is one of the most versatile, cost-effective, and impactful investments a business can make. And the ROI of Corporate Video? It’s not just about dollars and cents. It’s about trust, credibility, momentum.
If you’re ready to stop asking whether you can afford video, and start asking how to maximize its impact, get in touch with us here at Perpetua – we’d be happy to help.
