It’s one of the most common questions I hear from business owners: does video really bring in new clients, or is it just a nice-to-have?

The truth is, the return on investment (ROI) from video is real — but it’s often more nuanced than simply saying, “we spent this, and we made that.” Let’s break down what ROI in video really looks like, and how you can measure it.

What ROI in Video Really Means

When people think about ROI, they often think in terms of direct sales. But with video, the impact runs deeper. The value of a video can be measured across:

• Leads and enquiries — more people reaching out after seeing your content.

• Trust and credibility — the confidence clients feel when they see you on screen.

• Retention and referrals — clients who stay with you longer and recommend you to others.

In other words, ROI is about moving people through a journey: Awareness → Engagement → Conversion → Loyalty.

Measuring ROI in Video

Some results are easy to track. You can monitor clicks, form fills, bookings, and sales conversions. These numbers give you clear evidence of the impact your video is having.

But other results are harder to quantify — and just as valuable. Every positive comment, every share, every conversation that starts because of your video adds credibility, authority and trust to your brand.

A Real Example

One of the clearest demonstrations I’ve seen came from my work with Heartburn Cancer UK. The charity used video as part of their awareness campaign.

The results? Around 250 people went on to get tested. Of those, 25 were diagnosed with a pre-cancerous condition, and one with cancer. That meant 26 people could receive treatment they might otherwise have missed.

That’s video creating real, measurable impact.

The Hidden ROI of Video

Beyond direct results, there are hidden ways video delivers return on investment:

• Repurposing: one well-made video can be cut into ten or more pieces of content across social media, email and your website.

• Time saved: an FAQ video means you don’t have to repeat the same answer 100 times.

• Efficiency: if production and editing are handled for you, you save hours every month that can be spent on running your business.

These benefits may not always show up in your sales figures immediately, but they have a huge long-term impact.

Start with Strategy

If you want video to deliver real ROI, you need a clear strategy. Ask yourself:

• What do I want this video to achieve?

• How will I measure success?

Video isn’t just about looking good — it’s about results. With the right plan in place, video can become one of the most powerful tools in your marketing.