Video marketing is an investment, but 93% of marketers say video has given them good ROI, according to Wyzowl Video Marketing Statistics 2025.
To make sure you are reaping the most ROI, you need to be strategic about the videos you create, where you share them and monitor the right metrics closely.
“A lot of times people want to make videos just because they see their competitors and just the world in general making videos, but they don’t spend time understanding what are the different videos that we need to create, and what’s the strategy behind it?” says Chad Diller, CEO of Landscape Leadership. “What are the problems we’re trying to solve with these specific videos? And then how do we tell a really good story on video? Make it concise, make it compelling.”
Where to Use Videos
Starting with your strategy will allow you to create better videos in the long run. Asking what job this video is supposed to do will help inform your team on where the video should be shared, whether that be on your company website, online ads or social posts.
“Website videos should focus on building trust: case studies, testimonials, ‘why us’ films, process explanations, and strong recruiting pieces,” says Corey Halstead, co-owner of HALSTEAD Media. “These are mid-to-bottom-funnel assets designed to help people feel confident choosing you. Ads, on the other hand, need to capture attention quickly at the top of the funnel. That means fast-hitting, scroll-stopping clips that highlight a clear value proposition, demonstrate transformation, or introduce a pain-to-solution story in just a few seconds.”
How long your videos should be also depends on the platform and the purpose of each video.
Halstead says a four to seven-minute case study is great on YouTube, while six to fifteen-second clips perform well on platforms that utilize short-form content like TikTok. 78% of consumers say they’d most like to watch a short video to learn more about a product or service.
“The key is matching video length to both the audience and the job the video needs to do,” Halstead says. “The real workhorse of video is the 60-sec video – it can be used in ads, can be chopped up into micro-clips, and is long enough to tell a story in a newsfeed.”
Katy Doss, founder and CEO of Script Marketing, adds that while these are good rules of thumb, people will watch longer if you produce something engaging.
“I think you can create a longer video, and then you can cut it down into smaller pieces and have different versions of it too, and test and see what works well,” Diller says. “A lot of times, if it underperforms, it is not necessary because of the length. It’s just the subject that you’re on. There are so many different factors in why the video doesn’t do well.”
Measuring Success
Like other marketing metrics, it’s important to not get caught up in the vanity numbers. Diller says view counts in particular can be misleading because you can get quality leads from a video with relatively low view counts overall.
“If it reaches the right people and accomplishes this goal, it’s not about view counts,” Diller says. “ It’s not about going viral on TikTok. For me, engagement is more important. Are people commenting on this video? Are people sharing this video?”
Halstead agrees that engagement from your ideal customer is more valuable. Leads coming from video-backed campaigns, cost-per-qualified consultation, watch-through rates, and improved sales cycle speed all indicate the performance of your videos. Doss says it’s also important to measure the amount of time people watch your videos.
“If your video is 60 seconds long, but people are moving on after five seconds, your beginning isn’t strong enough,” Doss says. “You have to grab people in the first two seconds. You also have to make sure that every video has closed captioning, since most people watch without sound.”
Halstead adds that middle-funnel retargeting videos often play a crucial role even if they don’t receive last-touch attribution.
Diller says one important metric that won’t come through platforms is the number of people who reference your videos in person.
“If you’re creating a lot of things, and you’re putting it out there, and it’s a really good value, and you’re mixing up formats, and you’re trying to entertain and educate your audience, you’re going to get that type of feedback,” Diller says.
Advice for Others
If you haven’t already started incorporating videography into your marketing efforts, Doss recommends just getting started.
“It’s not going to be perfect at first, but it’s going to get more views than photos,” Doss says. “The more you do it, the more comfortable you’ll be. Aim for one video a month to start. Once you see the results, you’ll want to do more.”
Diller says you can’t be short-sighted when it comes to producing videos. This is a long-term strategy that changes your DNA as a company.
“If you’re short-sighted, then you spend money on video shoots for one or two years, and you produce minimal assets, and then you just say, ‘This doesn’t work. It’s not worth it,’” Diller says. “That’s just naive. You haven’t been doing it long enough. You have to get momentum there.”
Diller also encourages looking for ways to be different from your competitors in your videos.
“Don’t create video just to check a box,” Halstead says. “Don’t post that video to social channels just to check a box. Create video that supports ROI, accelerates trust, and moves real prospects through the buyer’s journey with clarity and intention. Whether the focus is commercial or residential, create video that drives growth.”
