3 Ways to Measure Video Marketing

1. Comparative Sales – sales before and after the video went live

2. Track analytics – use individual site analytics to track performance

3. Third-party apps – these can help to provide deeper analysis

There are lots of different metrics you can apply to your video marketing and it really does boil down to what you want to achieve – view-times, watches, shares, comments, engagement – all of which are important.  More often than not it comes down to one (or more) of three things:

  • lead generation
  • sales
  • brand awareness

Here are just three ways you could measure video marketing:

Comparative Sales

If you are posting videos on product pages this method almost makes it too simple. Compare the sales you made prior to the video going live to the sales you made after the video was out there for the world. In addition, you can compare those products with videos to those without thus giving you a good overview of how much video is helping. Once you know your sales you can then work out your ROI.

Tracking Analytics

Depending on where your videos live you can obviously track using the individual site stats such as YouTube, Vimeo and Facebook. And crucially don’t forget to use Google Analytics. If you are running video ads there is a great article here from Google about measuring video performance with video analytics.

The big social channels such as Facebook, LinkedIn, and Twitter, now all offer analytics on videos that you post. You are able to see the average watch time, how many people viewed your video, and the engagement rates. Taking all this into account you are able to really hone in on your video production and create engaging content that your audience really wants to watch.

Third Party Apps

There are also a number of third-party apps and platforms such as Wistia.com and Vidyard that provide deeper analysis for video marketing, such as how long did people watch for and where did they go after watching, as well as demographic information about your audience. Such platforms also integrate with other sales and marketing platforms so you can really analyse how video is helping your sales funnel.

8 Tricks for an Epic Video Marketing Strategy

Feeling like you need a little more oomph in your video marketing strategy? Working your way through these 8 pointers should enable you to get clear on what your video marketing strategy needs to look like to get results

1. Who exactly are you talking to and what are you wanting to achieve?

Who is your video marketing talking toBefore anything else, the obvious point to make is to refer back to your overall business and marketing plans. You will no doubt know your target market inside out but do you need to segment further for the purposes of video and in which case have different video strategies for different customer segments? Are you wanting to increase sales of a particular product or raise brand profile with a new market sector? Think about what it is you want to achieve

2. Think about your brand and company as a whole.

This is where the marketing-centric company really comes into its own. Those appreciating that marketing permeates all areas of a business understand that a video strategy can impact on HR, Sales, Customer Service, Product – the list goes on. What we are saying is think about your customer funnel and at what stage you can be using video and for what. Like with any good brand campaign your target market should want to be your customers, people will want to work for you, suppliers will want to work with you and competitors will be worried.

3. What’s your story?

arkmedia_icon set-20This is the part where you think about what you want people to feel and then think about what it is you are telling them. Alternatively, it may be better to think about their story and about how you can tell this to them! This is where you can get creative in terms of how you are going to tell the story – do you need actors, animation, personalisation, 360, the list goes on just get creative in the first instance and see where your imagination takes you.

4. Where is it for?

If your strategy is to produce a short series of Facebook Lives it’s an obvious answer. If you are producing a company video and a series of product demo videos then you will likely need a different distribution strategy that includes your own website, possibly/probably YouTube and depending on your other social media presence it may be that you consider Instagram, Pinterest, Facebook and the like. Ultimately, it’s about where your target markets are. Think about the web – not just your website. Equally, if you are working internally and trying to communicate a message to your staff think about how you can get them to engage with your video – do you need to consider personalised videos distributed via what’s app, for example.

5. What do you want viewers to do?

arkmedia_icon set-31Call to actions are necessary for a video too. Whether you want your viewer to watch another video, follow you on social media or press ‘buy now’ (the list is endless) – you need to tell them what to do with a clear call to action.

6. Who is responsible for what?

There are a number of areas that you will need to allocate responsibility, such as:

  • Storyboarding (it’s useful to get clear on how your story will be told. Storyboards are also
    good if several people need input)
  • Scriptwriting
  • Production (actually filming and editing your video)
  • Liaising with the production company
  • Project Management
  • Measuring and reporting
  • It’s often useful to use key people across several roles and outsource those roles where you lack in-house resource to your production company.

7. What’s the budget?

arkmedia_icon set-27It depends on how your organisation works – it may be that you can incorporate your video strategy into your marketing plans and gain budget approval at the beginning of your financial year. Alternatively, you may need to put together a business case at other times of the year. It’s chicken and egg – some company’s like to have a budget to work with during the creative process, others like to look at what they want to achieve and then request budget. It really depends on your organisation’s culture. But… you will need a budget to work to. Think about the return that you require too. You will then be ready for the next point

8. How will you measure what you’re doing?

This obviously relates back to your original objectives and of course your overall business and marketing plan. For video, there are a number of ways to measure,
which is often music to a marketers ears. The obvious starter is the number of views but this doesn’t really relate back to the bottom line so it’s often useful to look at
other metrics too depending on what your call to action is. These could be watch time, shares, likes, comments, subscribes, click through rates, sign-ups and ultimately sales. You will then be able to work out your ROI
Thinking your way through this list will have hopefully inspired you in terms of how best to construct your next video campaign. The team at Ark love getting their teeth stuck into video marketing projects so let us know the details of your next campaign and let’s see how we can help.

How Animation Can Help in Video

Clients often forget how useful animation and motion graphics can be in videos.  It can support any type of video from internal comms, training or a promotional video. Whether it be for the full video or part of it there are a number of different ways you can and should incorporate animation in your video.

Top 3 ways to incorporate animation into your video

1. Visualise & Simplify 

2. Save time 

3. Educate & Entertain


Visualise and simplify 

If what you or your organisation offers is complicated, then animation can help your audience to visualise what you are trying to explain. Rather than someone talking through the process (which can sometimes be very boring!) animation can enable you to showcase this in a much more visually pleasing way.



Save time
Screenshot 2020-06-10 at 10.49.57Screenshot 2020-06-10 at 10.49.45

Animation and indeed motion graphics can also be used to save time within the actual video – the above still images from one of our client’s videos shows students talking about how to keep safe in the city of their University but the question is there (without needing to be said) resonating with the viewer and the surrounding graphics bring this to life.


Educate and Entertain 

Cartoons by their very nature are entertaining, even if the subject is a little dull or indeed depressing.  Take the Dumb ways to die video as an example, a depressing subject brought to life in an entertaining and educational way.

Here’s a quick example of how we have recently used video for our client.  Enterprise Call is an online platform that provides users with a diagnostic tool to discover their enterprising talents and skills – your personal qualities, what you know, what you do and how motivated you are to improve.  This is useful for both employers, employees, investors and entrepreneurs.  The video explains much better than we can….

Ark Media ranked in the Top 50 Corporate Video Production Companies in the UK – Again!

We are celebrating being ranked as one of the Top 50 corporate video production companies in the UK for the second year in a row!  Thank you to all our clients for helping us to achieve this.


What is the Top 50 Report and what does it involve?

The Top 50 Report is published by the media industry’s Televisual magazine and as well as the rankings also includes commentary on the state of the corporate video production landscape.

The report highlights several key areas that businesses looking to produce videos are facing.  Organisations are understanding that bolder more creative videos are essential to stand out as more and more businesses are producing video content.   The report goes on to say that brands are wanting authentic content that can be re-purposed across different platforms, thus ensuring budgets are maximised and that content can be utilised to engage audiences in different places.  4k is also something that clients increasingly expect as well as assistance with the strategic planning of a video campaign rather than simply the production.

Phil Arkinstall, Managing Director at Ark Media says

“I am thrilled that Ark have been ranked within the Top 50, this is a testament to the work that the whole team are producing.  Businesses are becoming increasingly video savvy. We have clients who use video for both external and internal communications as it resonates and engages audiences much more than any other medium.   The past 12 months have seen us invest in some significant new kit including the ability to film in 360 as well as provide personalised videos, which means we can produce really innovative and engaging films. It’s great to be acknowledged by a publication such as Televisual”.


The report goes on to say that collaborative working between digital, PR and marketing agencies is essential.

Phil continues

We have developed strong working relationships with a number of digital and marketing agencies, they know that utilising the skills, equipment and experience of specialist camera operators, producers and video campaign planners will increase production values and ultimately get their clients a better result”. 

The Top 50 ranking follows an extremely successful year for Ark Media including a number of Award wins such as the Global Video Trend Awards, Vega Digital Awards, Muse Award and an RTS nomination.

Ark Media Crowned Sutton Coldfield Small Business of The Year.

We are thrilled to have been named Sutton Coldfield’s Small Business of the year by the Chamber of Commerce.

The awards ceremony took place at The Belfry and was attended by members of the Sutton Coldfield, Lichfield and Tamworth Chambers of Commerce.   We were up against stiff competition and were thrilled to be announced as the winners.

The Chamber of Commerce were particularly impressed with Ark’s activity in UK disability cinema.  Ark have produced and overseen a number of schemes aimed at helping young disabled people get into the film industry and help empower them through the use of video production.  Ark have also produced an award winning feature length documentary called The Social Model, about how disability is represented in main stream cinema. The documentary is an empowering piece of film advocating for people with disabilities in the industry.

Phil Arkinstall, Managing Director at Ark Media, explains

I was born and raised in Sutton so to be recognised as the small business of the year is the cherry on the cake for what has been a great few years for us.   We have produced two feature films and won several other accolades for various client projects.  Businesses continue to see video as a great way of getting their messages out to their target audience.” 


Ark Media Team at the Sutton Coldfield Business Awards


Whilst Ark is a small business we are proud to employ local people and give them opportunities they may not otherwise achieve.  One of Ark’s editors, Joe Grayston, is one such example of this.  Joe is from the Falcon Lodge estate in Sutton Coldfield and was taken on by Ark as an apprentice when he was 17.  Fast forward to today and Joe has successfully completed his apprenticeship and is now a full-time employee working on a number of projects for high profile clients.

Phil explains;

“Because we are a small business we are able to get our staff involved in projects they may not have exposure to elsewhere.  2018 saw our editor, Joe Grayston, work on his first feature film which Ark filmed and produced and we can also claim to have trained one of the main editors at the Great British Bake Off”.  

Not a company to rest on our laurels Phil and the Ark team are constantly looking at innovative ways of using video.  Phil explains

“Video production is becoming a crowded marketplace.  We know we have to stand out and that’s why we have recently launched our personalised video offering, TibiVideo, which enables businesses to personalise a video for the individual”. 

Create Personalised Videos With Birmingham Video Production Company

Ark Media are the only Video Production company in Birmingham offering personalised video production, we are changing the way video marketing is done. In order to stand out from the crowd, your business needs to be one step ahead of the game. The growing world of online advertising is becoming more saturated, standing out from the crowd is becoming more difficult.

What can you say to your audience that is guaranteed to grab their attention?

Their name.

And the personal message doesn’t stop there. You can personalise your video according to gender, family members, hair colour… the possibilities are endless, it all depends on the type of data you have.

Everyone reacts to adverts in different ways, but seeing something personal to you really captures your attention. With the power of personalised videos, you can make your audience’s eyes spark and their ears perk.

What are personalised videos?

It is self-explanatory; your video marketing campaigns can target the audience with more precise attention-grabbing details.

How does personalised video work?

Personlised video uses personal names, details and dates to make the message more direct. It is an intelligent blend of video marketing, CRM data and modern technology.

It uses data from places such as your CRM system, social platforms or from a simple contact form on a website.   The videos can be personalised depending on the level of data you have.  For example, you could provide female customers with an animated video featuring a female lead character who has the same name as your customer. This video could be to encourage an upsell.

Personalised videos are great for both internal and external communications. Your business may use personalised videos for internal training videos, company announcements and much more. Alternatively, you can use personalised videos to target new prospects, advertise new products and raise profile of your brand.

Benefits of Investing in a Birmingham Video Production Company for Personalised Videos

Ark Media, a professional video production company based in Birmingham, are dedicated to going the extra mile when it comes to dedicated video content marketing and that’s why we’ve developed our new personalised video brand, Tibi Video) . Personalised videos help brands and businesses not only connect with their audience on a much more personal level, but it allows them to develop their existing customer’s relationships.

Step away from confusing online marketing and target your audience where it really matters. At Ark Media, we love video content because consumers love video content. The only problem is, there’s a ton of it; by the time you’ve read this sentence 30 hours of video are uploaded to YouTube every minute. Thanks to today’s technology and our dedicated team of video producers, you can stand out with personalised video marketing.

Our video production managers have compiled a list of 6 of our favourite reasons as to why your business should invest in personalised video production in Birmingham.

Consumers want more relevancy

Delivering personalised videos means that you’re not simply throwing out video content and hoping that someone will respond, you’re creating targeted strategies for marketing that are based on real data. This allows you to more accurately predict what stage in the sales funnel that audience group is at, and tailor your marketing efforts accordingly. This means that your video content is more relevant to your audience group, with their name, age relevant and content relevant.

Personalisation drives audience impulse and repeat purchases

Have you ever been looking at a website and been later reminded of their services?

No matter who you are targeting with your personalised videos, grabbing your audience’s attention is vital. If you remind your audience at the right time about the right content, they are more likely to convert and carry out the call to action.

Video marketing has more engagement as it is seen as ‘less annoying’

The constant slew of advertisements online today has made most consumers sick and tired of seeing the same old messages across websites and social media platforms. Personalised videos can break your customers out of their ” blindness” and force them to take notice of a message that has been customised to them. If your video marketing efforts are useful and relevant, then your audience will be far less likely to get annoyed or frustrated with your brand – leading to a better long-term relationship.

Personalised content allows you to connect with your audience in a more meaningful way. Some experts suggest that you should be able to claw get back around 84% of your targeted traffic this way. In other words, you can get better result for your money with personalised content.

Longer lasting relationships

That brings us on nicely to our next point, although this is those relationships with existing audience groups. Your personalised video marketing efforts can be targeted at a wide range of different audience groups. Targeting those existing relationships with personalised video content can help improve that existing relationship. It helps your audience feel like you care about them, as you have used their name and are targeting a relevant advert for them.

Personalised videos allows your business to stand out

As we mentioned above, because personalised videos are more relevant to the needs and goals of an audience group, they become more engaging compared to standard video content. This not only helps to promote a good image for your brand, but it can also mean that you’re more likely to stand out from other competitors in your industry that aren’t attempting the same strategies or messages.

No matter what industry you’re in, or what purpose your video marketing strategy has, you’re going to have competitors. Personalising this effort will help you to enhance brand recall, improve your brand image, and keep you in front of the audience that is most meaningful.

Improve Loyalty with Existing Audiences

If you are targeting personalised videos to an existing list of audiences, you can both improve the relationship and improve loyalty.

Your audience will feel more engaged with your brand if you are targeting them personally. This will not only make them feel more ‘loved’ as a customer, but it can help make them more loyal. They begin to ignore other forms of direct advertising form competitors as it is too generic and not very personal.

How Your Birmingham Video Production Company Can Help

Personalised videos are a powerful marketing tool that helps businesses cut their way through a cluttered online environment and connect with current and new audiences.

There are a few things to remember, personalised videos aren’t for everyone and the returns cannot be guaranteed. Your business should use personalised video as part of an integrated plan rather than as a stand-alone item, especially if you are targeting customer acquisition.

Do you need help with your video for the Chamber Awards Entry?

The Sutton Coldfield, Lichfield & Tamworth Chambers are celebrating the success of local businesses in the region at the annual business awards on 25th January 2019 at The Belfry Hotel.

This year businesses entering the chamber awards can supply a video to support their application and Ark Media, Birmingham Video Production company, are here to help.  We are offering to support local businesses applying for an award by helping them create memorable video applications.

Help with your video for the awards


MD of Ark, Phil Arkinstall, explains

Including videos in the awards application is a great way of getting your messages across to the judging panel. Your video can be used in other ways too to maximize the content you create”.

What does the video include?

The video produced by Ark will be of cinematic quality and used to support the awards application, across social channels of the company and the chamber.   Ark will edit the video to be a piece of content that can be used by the company long after the awards.

The team at Ark Media have worked with clients from all over the country producing promotional videos for social media through to feature films and adverts for television.  They are offering chamber members the opportunity to gain a half-day shoot, 1 day edit with music and graphics for the price of £599 rather than £799.  In addition, the team from Ark will be on hand to provide ideas for the actual shoot.

To learn more and to book your awards video contact Phil Arkinstall – [email protected] or call 0845 519 3904

Enter the chamber awards here.


How to film good videos with your phone

At Ark we are obviously big advocates of video marketing in all its various forms.  Whilst we help our clients with the more glossy films with high production values  we also believe there is space for vlogs and other promotional films that you can record on your iPhone and use as part of your video marketing strategies.

Video is how people are consuming content.  Providing your videos are on brand then there is no reason why you can’t consider bringing a home made option into your video mix.

We’ve put together our top tips for filming from your phone or your iPad:

  1. Record in landscape not portrait (unless you want the black strips down the side when you upload to social channels)

  2. You need a decent phone with a decent camera. Even the older smart phones don’t have a great quality camera. If this is something you are serious about. Upgrade.

  3. Don’t film with the light behind you. It will cause too many shadows and you wont be able to see the subjects face properly.  If you are filming outdoors, an overcast day is better than a really sunny day.   Sunny days cause lots of shadows.  If you have to film when it’s sunny keep the sun to the side, not behind or in front of the subject.

  4. Sound – there is often lots of background noise, even if its just a general hum of activity. You can buy microphones to clip to your lapel for better quality sound. There are loads on the market and many are under £50

  5. Think about your message – what message do you want to get across to your audience? Do you have a call to action?  Who is it you are talking to?

  6. Practice – Get used to talking to the camera. Pretend you are recording live even though you’re not.  If you manage to get through a first take it often becomes easier than stopping halfway through and starting from scratch.   The more video you do – the easier it gets.

  7. Put your phone in air plane mode so that you aren’t disturbed by incoming calls

  8. Check you have sufficient battery power

  9. Hold the phone still and if you are moving the phone to look at different things hold it in place for at least 5 seconds rather than whizzing the camera around and making your viewer feel sick! You could consider a stand or a stabiliser to help with this.  E.g The Arkon Tripod Holder or the Osmo Mobile Device.  Others are available!

  1. Frame your subject – think of the your screen with a grid over it. You are aiming to have your subjects eyes (even if this is you) 2/3rds of the way up the screen.   If they are talking to someone off camera in interview style you need to leave enough space in the shot for the area they are talking to.

  2. Recycle your videos – think about all the different places and ways you can use the same piece of content.  Your video could go on your social channels, your website, your newsletter and when you have a few could you edit into a mashup or a greatest hits post, for example, and use them again across your various platforms.


International Film Festivals and Awards

Our Managing Director, Phil Arkinstall, has had plenty to celebrate recently.  Not only have we won Rose Gold at the Muse Awards but he’s had some other achievements to celebrate….

Phil was the Editor and Associate Producer on the feature film, The Marker, which premiered at the recent Edinburgh International Film Festival.  Not only has the film successfully premiered but Kaleidoscope Home Entertainment (KHE) has taken all UK rights and plan to release across all formats later in the year.

The dark thriller charts the story of a criminal who seeks redemption by tracking down the daughter of the woman he killed.  Cast includes Frederick Schmidt (Starred Up), Ana Uluru (Inferno) and John Hannah (The Mummy).

To date Phil has worked on 6 feature films, won numerous RTS Awards, a rose gold at the muse awards and been nominated at the Madrid International Film Festival.   Last month saw Phil travel out to Israel and Palestine with YMCA Sutton Coldfield to film a short documentary about the area.  Watch this space to learn more about this project.

Phil Arkinstall and his Muse Creative Rose Gold Award

Phil is pictured above with his latest Muse Rose Gold Award

Behind the scenes with Ark Media

Our latest show reel and client case studies show the finished articles  so we thought you would be interested to see what it’s like behind the scenes.  The following shots were taken from different client shoots over the last few months….