An exercise in ROI for whiteboard animation videos

Think whiteboard animation videos are expensive? I guess that depends on the way you look at it.
 
I recently finished another whiteboard animation video with the fab-o Scratch Media team for the exceptional folks over at TaylorMade, and have been meaning to pull these projects together to create a short case study.
 
When I finally looked up our videos on YouTube, I discovered something pretty powerful: the two big (2-minute) videos we did – for the SLDR driver and the Speedpocket irons – have [highlights color=”ffea00″] generated over 700,000 views in approximately 3 months. [/highlights]
 

The Power of 700,000 Views

 
I originally thought that was pretty darn cool, until I took a look at the number of views their other videos had for their SLDR and Speedpocket irons products. Check out the below pics to see what I mean:
 

 

 
(Note: In the three days between my capturing these screen shots and actually writing this blog post, both videos have now exceeded 350K views.)
 
The other videos released for the same products have 4k, 5k views each or thereabouts. The whiteboard animation videos, on the other hand, have over 350k views each. [highlights color=”ffea00″] That’s a 7000% (yes, seven thousand percent) increase in views!  [/highlights]Talk about “lofting up for max distance!”
 

Many Eyes Lower Costs

 
Now, think about that in terms of cost per impression. Let’s say that each of these videos cost the same amount to make….oh, say, $20,000 each. (I’m making all these numbers up for the sake of this example, by the way.)
 
For the video that got 5k views, the view cost around $4 per view to get.
 
For the video that got 350k views, [highlights color=”ffea00″] it cost around $0.06 per view to get. [/highlights]
 

Many Eyes Increase Sales

 
Now let’s say that out of all those impressions, that 1% of viewers watched the video and purchased a sexy new SLDR driver. (And believe me, that SLDR is a sexy beast!) One percent of 5k is 50. One percent of 350k whiteboard animation video impressions is, well…a boatload of people! 3500 people, to be exact. And at a cheaper cost per impression, that’s more profit – and way more sales – for the company.
 
TaylorMade just released our newest video this week – one that introduces their new SLDR S line. (It’s the video at the top of this blog post, actually.) Based on the performance of our two prior videos, whiteboard animation videos are well on the way to generating over a million views for TaylorMade products within two fiscal quarters. And if just 1 percent of one million viewers purchase a driver or iron, that could be [highlights color=”ffea00″]around $3.5 million dollars in sales over the course of a matter of months.[/highlights]
 
Pretty good return on investment there, don’t you think? ;^)
 
 
[header_title title=”Recorded Trainings: How to become a Whiteboard Animation Ninja!” header_size=”h3″][/header_title]

In this 4-part recorded training series, whiteboard animation veteran Jeannel King teaches you how whiteboard animation videos are made…from script to storyboard to setup to shoot!

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