What is the ROI of video on a website?
Video delivers one of the strongest returns in modern marketing. 88–93% of marketers report positive ROI from video, with many breaking even on spend within four weeks. Adding video to a landing page can boost conversions by up to 68%, while businesses using video report an average 14% higher year‑over‑year ROI than those relying on static content. In short, video doesn’t just engage, it pays back quickly and measurably.
Why does video boost website performance?
Video commands attention and simplifies complex ideas. Seeing and hearing real people explain solutions creates trust and connection—something static pages struggle to achieve.
Research shows that 87% of buyers say video directly influences their purchase decision, and webpages with embedded video can lift engagement by 40% or more.
Externally, the picture is consistent: 90% of marketers say video drives positive ROI (DemandSage, 2025), and 93% confirm it improves conversions and sales (DesignRush, 2025). These numbers highlight what many B2B marketers already see—video is not just a creative upgrade but a measurable growth driver.
What metrics demonstrate video ROI on websites?
Video affects multiple performance indicators across engagement, lead quality, and revenue velocity.
How does video impact the buyer journey?
Today’s B2B buyer completes up to 81% of their journey before speaking to sales. That means your website is often the only channel shaping perception and trust.
Video bridges this silent phase by:
- Humanising the brand through real people and stories
- Guiding visitors to what’s most relevant to them
- Reducing friction for buyers still researching independently
Companies using interactive or guided video experiences report 22‑day shorter sales cycles and higher conversion once buyers do engage.
Is short-form or long-form video more effective?
Short-form wins decisively for on‑site performance.
Short clips match modern attention patterns and drive repeat engagement. Wyzowl reports that 78% of people prefer learning about a product through a short video, and these formats consistently outperform text in retention and conversion.
What are the cost considerations of using video?
Traditional corporate videos cost £2,000–£6,000 per 2–3‑minute clip, often taking weeks to produce. The new generation of AI‑enhanced tools has dramatically reduced both cost and time-to-value.
But AI-powered tools like ReelFlow have dramatically lowered the barrier:
- Rapid script generation from existing content
- Human-presenter or AI-generated videos
- Instant publishing across your site
This shift reduces cost and complexity, making scalable video not only possible, but practical for B2B teams.
Many marketers now break even on video spend within four weeks (mConverter, 2025), making it one of the most efficient investments in a digital marketing budget. Modern AI workflows mean teams can create, update, and deploy video content in hours rather than months—removing the old production bottleneck.
Summary: What to measure and what matters most
Video’s ROI goes beyond vanity metrics. It improves dwell time, strengthens trust, and accelerates decisions.
Marketers now have clear evidence:
- 88–93% report positive ROI
- +68% conversion uplift on key pages
- +42% pipeline growth and 22-day faster sales cycles
These aren't just nice-to-haves, they're strategic performance drivers in an increasingly self-service buying landscape.
Related questions
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