It combines visuals, audio, and motion, all of which capture attention and make messages more memorable. It also helps to break down complex topics – like new policies or strategic changes – into easier-to-understand formats.

In fact, studies show that viewers retain up to 95% of a message when watched in video form, compared to just 10% when reading it.

But how do we know that? How do we measure the impact and effectiveness of our moving image messaging?

We have great case studies on our dedicated video website Sequel Group and here are five ways to measure the impact of your film and video content:

1 Viewer metrics

Track how many employees watched the video and for how long to identify reach and engagement levels. Key metrics include:

• Total views
• Unique viewers
• Average watch time
• Drop-off points (where viewers stop watching)

2 Engagement and feedback

Gauge how employees interact with the video to learn how well the message resonated and what emotions, thoughts or actions it sparked:

• Likes, comments, and shares (if hosted on an internal platform)
• Surveys or polls post-viewing
• Qualitative feedback from team meetings or follow-ups

3 Knowledge retention

Assess whether the video effectively conveyed its message. This is especially useful for training or policy-related videos:

• Quizzes or knowledge checks after viewing
• Follow-up tasks or challenges related to the video content
• Performance indicators tied to the video’s objectives

4 Behavioural change

Measure if the video led to desired actions to assess the video’s influence on employee behaviour:

• Increased participation in initiatives mentioned
• Improved compliance with new policies
• Changes in workflow or communication habits

5 Business outcomes

Link video impact to broader organisational goals. This is more complex but provides the strongest evidence of value:

• Productivity improvements
• Reduced errors or complaints
• Higher employee satisfaction or retention