The ROI of 150M Short-Form Views A Month

12 Apr 2024 · 1 min

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This content was created by Eric Siu. This content was uploaded by Eric Siu. This is a YouTube video titled "The ROI of 150M Short-Form Views A Month" (uploaded 2024-04-12). The excerpt is a single-speaker monologue about marketing measurement: the speaker recounts checking in with a company's CMO who pays agencies for short-form content and has driven ~60–100M+ views per month from thousands of pieces, but the CMO reports that the ROI is essentially unmeasured and difficult to track unless those views are routed into a unique, measurable funnel. The topic is marketing performance and the challenge of quantifying ROI for large-scale short-form video efforts.

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Here is the ROI of getting 150 million short-form views per month. So I checked back in with the company that's paying agencies to do so. Maybe 2, 3 months ago when I checked in with the CMO, I said, okay, you're paying this amount and you're getting 5,000 pieces a month. They got you 60, 70 million views. Now it's like 100 million plus, right? I said, what's the ROI of it? At the time she's like, I don't— I'm not sure. We just started. Check back with me a couple months later. It has now been a couple months later and I said, okay, just checking in again. What's the ROI been? She's like, honestly, we can't measure it. Like we have no sense of what the ROI is and this is almost impossible to track unless you have a unique funnel that drives this traffic into that funnel. Um, but we think it's moving us in the right direction. There's no direct ROI to this stuff. Like, it's hard to measure.