Video is one of the most versatile tools in a marketing team’s toolkit. It builds awareness, communicates credibility, and captures attention in ways few other formats can. But every marketing asset – from flyers to events – needs to demonstrate that it’s supporting wider business goals. And that includes video. Measuring ROI is the bridge between a strong story on screen and the measurable growth your team is driving.

At Twelve Noon Films, we specialise in interview-led content that’s designed to win trust and support the marketing-sales funnel. Here’s how marketing teams can measure the value of video in a way that supports business strategy and demonstrates real impact.

Link ROI to business objectives

ROI isn’t just a business buzzword – it’s a way of showing how video contributes to the bigger picture. For a marketing team, this means tying every video project back to strategic objectives:

• Building brand awareness can be measured through impressions, reach, and engagement

• Generating leads is measurable through backlinks, form fills, enquiries, or content downloads

• Supporting sales can be demonstrated through conversions, shortened sales cycles, or higher win rates, which is much easier when you have a good CRM

• Customer retention is measured through repeat purchases or reduced churn

It’s important to take a benchmark of any metrics from before you launch a video and set a suitable timeframe for re-measuring after the video goes out. Don’t forget to amplify your reach across socials and your other marketing channels. 

Understand costs as an investment

Rather than treating production costs as expenses, teams should view them as investments in growth. Costs typically include:

• Pre-production: planning, scripting, logistics

• Filming: crew, equipment, locations

• Post-production: editing, captions, graphics, music

• Distribution: paid promotion, ad spend, social boosting

• Team time: project management and campaign support

Even details like captions (which we explain in our SRT guide) should be included, since they expand reach and accessibility. Clear cost tracking allows marketing to demonstrate efficiency as well as effectiveness. 

Attribute value to results

The “return” side of ROI is where the story becomes most compelling for business leaders. Assigning value makes it clear how video contributes to growth.

• A testimonial video that generates leads can be tied to average deal value

• A case study film can be connected directly to pipeline opportunities

• Educational or onboarding content can reduce support requests, creating measurable cost savings

• Awareness videos can improve brand perception, which in turn makes lead generation more effective

Track metrics that matter

Views are only the starting point. Teams should prioritise metrics that influence lead generation and business goals.

• Watch time and retention – quality of engagement with the story

• Click-through rate – effectiveness of calls to action

• Conversion rate – percentage of viewers who become leads

• Assisted conversions – video’s contribution in multi-touch journeys

• Social shares and comments – amplification that extends reach organically

UTM links and analytics tools ensure this data flows into your CRM, making ROI measurable alongside other marketing channels.

Demonstrate ROI with clear examples

Putting numbers behind a story makes the impact tangible. For example:

• You might invest £10,000 in producing and promoting a video

• Maybe you generate 50 leads

• You know your average conversion rate is10%, so this campaign should net five new customers

• If your average margin per customer is £5,000…

• Your total gain is £25,000

• ROI = (25,000 – 10,000) ÷ 10,000 × 100 = 150%

One video can pay for itself many times over while continuing to generate value in the future.

Use insights to support future campaigns

ROI is a feedback loop. By learning which videos perform best, marketing teams can invest more confidently in interview-led content that proves effective. It also gives you the opportunity to repurpose successful footage into shorter formats for ongoing lead generation – making more assets of just one shoot.

By refining creative choices such as calls to action and captions, marketing teams can significantly improve conversion rates. Which, in turn, strengthens the argument for video's role within the broader marketing mix, with each measurement providing valuable insights to help future campaigns more directly achieve business objectives.

For marketing teams, measuring video ROI is less about being held accountable and more about showing alignment with the company’s goals. When a team demonstrates how video content contributes to lead generation, sales enablement, and customer retention, video becomes an essential driver of growth.

With interview-led storytelling and case study content, the impact isn’t just persuasive on screen — it’s measurable across the business.