Stop Counting Views, Start Counting Impact

When it comes to corporate videos, most companies fall into the same trap: refreshing YouTube every five minutes to see how many views they’ve racked up. It’s the digital equivalent of standing in front of the mirror and asking, “Do I look thinner yet?”

But here’s the truth: views alone don’t pay the bills. Sure, they give you a dopamine hit (and something to brag about in the next team meeting), but they don’t always translate into meaningful business outcomes.

Take one of our clients at Sunbird—a B2B manufacturing firm. Their product video only hit about 478 views in its first month. Dismally far from “viral.” Yet, three of those viewers were procurement heads who booked demos. That single video closed deals with significant ticket sizes. Compare that to another brand whose “funny office culture” reel went semi-viral. Result? Lots of LOLs in the comments, zero new customers.

So, here's what Sunbird says you should really be measuring:

• Engagement quality: Are people watching till the end or dropping off after the intro logo animation?

• Conversions: Did the video prompt sign-ups, inquiries, or sales calls?

• Brand lift: Are employees sharing it proudly? Are clients referencing it in conversations?

• Longevity: Is the video still useful six months later, or did it age like milk?

Here’s the kicker: sometimes the real ROI isn’t even quantifiable. A CEO once told us their recruitment film didn’t just attract candidates—it made existing employees feel prouder of where they worked. Now, how do you measure that on a spreadsheet?

So yes, keep an eye on your view count. But remember: corporate video ROI is less about how many people watched, and more about who watched—and what they did after.