How to Measure the ROI of Brand Awareness Video Campaigns

Introduction: Why measuring ROI matters

Brand awareness can sometimes feel like the hardest part of marketing to measure. Unlike direct response campaigns, it does not always deliver instant clicks or sales. However, understanding the return on investment (ROI) from your video campaigns is essential for long-term growth. It proves that your content is not only creative but commercially effective.

At Poco Productions, we help dental brands across London and the UK plan and measure video strategies that deliver results. Here is how to track performance and understand the real impact of your brand awareness campaigns.

1. Define success before you start

Before filming begins, decide what success looks like. Is it increased visibility, engagement, enquiries or brand recall? Clear goals guide your content plan and help you know what to measure later.

For example, a dental corporate might aim to raise awareness across multiple sites, while a supplier might want to increase credibility among practice owners. Each objective needs its own measurement approach.

2. Identify meaningful metrics

Vanity metrics such as views or likes can be misleading. True ROI comes from tracking engagement, retention and action. Consider the following key indicators:

• Engagement rate: How many viewers actively interact with your video through likes, comments or shares.
• Watch time: The average percentage of the video watched. Longer watch times show higher interest.
• Reach and frequency: How many unique viewers saw your video and how often.
• Traffic and conversions: How many website visits or enquiries can be linked to your campaign.
• Brand search growth: Are more people searching your business name after the campaign launch?

3. Track brand visibility over time

Brand awareness campaigns rarely deliver instant ROI. Their value appears gradually through increased familiarity, higher trust and improved perception. Use social listening tools and analytics dashboards to track long-term trends in engagement, mentions and brand sentiment.

For dental corporates, this might mean more recognition at events or online discussions. For suppliers, it might be greater trust among practice decision-makers.

4. Combine quantitative and qualitative insights

Numbers alone do not tell the full story. Pair data with qualitative insights to understand how people feel about your brand. This could include client feedback, social media comments or survey responses after a campaign.

Video is particularly effective for shaping emotion and perception, which is why both metrics and human responses are important in evaluating ROI.

5. Repurpose and optimise content

Maximise your return by reusing footage strategically. Turn one full campaign video into a series of short clips for social media, blog content or event presentations. Repurposing extends visibility and improves cost efficiency without additional filming.

At Poco Productions, we help clients plan filming sessions that generate months of content, ensuring every minute of production delivers maximum value.

6. Calculate cost efficiency

Once you know your total campaign investment, compare it to key outcomes such as increased enquiries, improved engagement or higher brand recall. This gives a practical view of ROI that supports marketing planning and budget allocation.

For example, if a £4,000 campaign generates measurable increases in web traffic and event attendance, you can attribute tangible value to that spend while also accounting for the long-term trust and visibility gained.

7. Link awareness to wider marketing goals

Brand awareness is most powerful when integrated with your other marketing efforts. Use your video content to support PR, social media and event promotion. The combined effect strengthens your message and creates measurable momentum across multiple channels.

Conclusion: ROI is not just about numbers

Measuring the ROI of brand awareness video campaigns means looking beyond clicks to long-term influence. The goal is not only to prove value but to refine your strategy for future success.

At Poco Productions, we create video campaigns that deliver measurable impact for dental corporates, suppliers and academies. Our team helps you plan, produce and track strategic content that builds visibility, trust and sustained growth.

Get a free quote for your campaign and start creating video content that delivers lasting results for your brand.