Act = You turn your audience into hot leads
In the act phase, the most important task of videos is to get the viewers engaged with the service, product or brand, and turn the viewer into a lead. In this phase, videos will often be used as embedded on a landing page or as a part of paid advertising.
On the landing page, the effectivity of a video can be measured through the numbers of downloads of specific publication (guide, white-paper, digital magazine), when you get leads from your audience. In advertising, the effectivity of video can be measured with the percentage of views. This especially works for longer and several minutes lasting videos.
For example it is possible to target the follow-up actions in Facebook for your audience that has viewed between 50 and 75 percentage of your video. An audience that has viewed several minutes of your video is more likely to be interested in your product, service or brand – which makes them potential customers for you.