Stop Chasing Vanity Metrics: How to Set Premium Video Goals That Actually Drive Business
How to set yourself and team up for success with video production planned right.
"You can’t just say 'make it good' – that’s a recipe for chaos and a drained bank account."
I hear some version of that line every time a company kicks off a video project. Make it good. Get lots of views. Go viral.
These are well‑intentioned wishes, but they aren’t goals. They’re hopeful sparks tossed into a windstorm. And when that happens, you’re left with overspending, vague outcomes, and an executive team wondering if video is even worth the effort.
There’s a better way. Instead of hoping for results, you can engineer them.
And it starts with setting premium goals: not vanity metrics, not guesses, but real benchmarks tied to your business outcomes.
Why vague goals kill video projects
Video feels exciting. It feels creative. But that’s also where budgets slip away. Without clarity, the default “just make it good” request invites… well, chaos.
Teams disagree on success, directors shoot wide, editors chase whims, and the final product might be creative but rarely connected to business outcomes.
The antidote? Goals that are specific, measurable, and realistic. Enter a version of the SMART framework tailored for video.
SMART goals for video: X, Y, Z framework
Here’s what it looks like in practice:
- X = How many videos do you actually need?
- Y = How many views (or reach) should each attract in your industry?
- Z = What measurable impact should they generate? Sales lift, signups, funding rounds, or retention boosts.
That X-Y-Z format keeps you honest. It moves your team away from “hope” and into “design.”
Setting realistic but ambitious targets
Mid‑sized companies live in the tension between “we’re not Apple” and “we can’t waste a marketing dollar.” Most operate with annual video budgets between $20K and $200K.
That means your goals need to strike balance. Too small, and your videos won’t move the needle. Too big, and you’ll burn out teams and wallets.
Here’s how you can calibrate:
1. Number of videos - 8 to 20 is realistic for most mid‑sized orgs.
2. View targets - Benchmark against your direct competition, not big consumer brands. For B2B, 200K highly targeted views can change everything.
3. Impact measurements - Sales lift, signups, pipeline acceleration, funding rounds. Nail this, and executives see video as investment, not cost.
Deep Dive: Goal‑Setting Framework
- Number of videos needed - Align to launches, education pushes, or brand campaigns. Don’t plan “a video.” Plan a series.
- View targets - For some industries it’s reach, for others it’s watch‑through percentage. Pick what closes deals.
- Impact measurements - Sales, signups, grant approvals, or community growth.
- Budget check - If you’re at $40K a year, your goals look different than $200K. Tie numbers back to spend.
Case Studies
Priya at Nexus Software: 20 demo videos, 200K targeted views, $5M sales lift.
Carlos at Urban Eats: 10 brand videos across five new locations. Goal: people actually showing up — and they did.
WGU’s Cybersecurity Series: National player. Specific, measurable series with watch‑through percentages as success. Proved video was effective, not just creative.
Worksheets & Templates
Two quick tools you can steal:
1. Goal‑Setting Checklist – Make metrics explicit before the shoot.
2. ROI Calculator – Plug in spend and expected returns, see if the math holds. If it doesn’t, don’t greenlight production.
Action Items
1. Write your video goal in X-Y-Z format.
2. Get team buy‑in on your targets before production begins.
3. Set tracking before you shoot. Guessing impact later is expensive.
Don’t Just Hope it Works
Premium goals aren’t about perfection. They’re about making sure every video earns its right to exist because it’s tied to outcomes that matter.
Next time someone says “make it good,” ask instead: what do X, Y, and Z look like in our business?
That’s the difference between hoping… and engineering success.
Frequently Asked Questions
Q: What’s wrong with setting a broad goal like “go viral”?
A: Virality is not a strategy — it’s luck. If your outcome rests on chance, you can’t measure progress or justify spend. Using X-Y-Z goals lets you analyze what worked, what didn’t, and why.
Q: How do I decide the right number of videos for my company?
A: Start with your business calendar. Map a video to launches, campaigns, events, customer touchpoints. Most mid‑sized companies land between 8 and 20 per year.
Q: We don’t have a huge budget. Can goal‑driven video still work?
A: Yes. Even a $20K budget can deliver impact with focus. Strategy matters more than fireworks. Mix demos, explainers, and storytelling depending on need.
Q: Which video metrics should I actually track?
A: Focus on three tiers:
1. Reach (views, impressions)
2. Engagement (watch‑through, clicks)
3. Business outcome (sales, signups, funding). The value comes from connecting tier three with one and two.
Q: What if leadership pushes for vanity metrics?
A: Translate their ask. If they want 'views,' reframe: 'Yes, 200K qualified views that tie to X sales.' You redirect the goal instead of fighting it.
Q: How do I get buy‑in from a skeptical team?
A: Bring data early. Use the checklist and ROI templates to show where each dollar connects. Once the math is clear, alignment is easier.
Q: Do I really need to track before filming starts?
A: Absolutely. If tracking isn’t in place, you’ll be left guessing. Build your dashboard before you shoot to close the loop and prove ROI.
Want to master planning for success? Check out my eBook on planning, “Positions of Power: 30-60-90”