Post-Video Brand Recall Lift¶
Definition¶
Post-Video Brand Recall Lift measures the increase in brand recall among viewers after watching a specific video campaign, compared to a control or pre-exposure baseline. It helps quantify the brand impact of video content.
Description¶
Post-Video Brand Recall Lift is a key indicator of brand campaign effectiveness and creative resonance, reflecting how well viewers remember your brand after watching a piece of video content.
The relevance and interpretation of this metric shift depending on the model or product:
- In B2B marketing, it highlights awareness lift from product explainers, demos, or thought leadership
- In consumer brand campaigns, it tracks brand memory from social ads, UGC, or influencer collaborations
- In performance video, it supports top-of-funnel effectiveness diagnostics before deeper engagement metrics kick in
A high lift suggests clear messaging, brand alignment, and effective targeting. A low or negative lift indicates audience mismatch, weak creative, or forgettable storytelling. By segmenting by cohort — such as audience type, channel, message type, or video length — you can tailor content strategies to double down on top-performers and fix forgettable creatives.
Post-Video Brand Recall Lift informs:
- Strategic decisions, like media mix modeling and brand narrative testing
- Tactical actions, such as iterating video scripts, visuals, and CTAs
- Operational improvements, including creative testing frameworks and post-campaign brand health reporting
- Cross-functional alignment, by connecting signals across brand, media, product marketing, and performance teams to drive memorable, measurable awareness
Key Drivers¶
These are the main factors that directly impact the metric. Understanding these lets you know what levers you can pull to improve the outcome
- Video Creative Quality and Memorability: Stories, humor, or emotion stick better than dry feature demos.
- Message Relevance to ICP: Generic ads lift recall less than ICP-targeted pain point stories.
- Channel and Frequency Strategy: Overexposure kills recall; so does one-and-done exposure.
Improvement Tactics & Quick Wins¶
Actionable ideas to optimize this KPI, from fast, low-effort wins to strategic initiatives that drive measurable impact.
- If lift is low, rework your video script to lead with a relatable “problem > transformation” narrative.
- Add a strong brand mnemonic (visual or audio) that repeats throughout the video.
- Run a pre/post test comparing different creatives on a matched ICP audience.
- Refine ad targeting to prioritize buyers by persona or job title.
- Partner with media buying teams to tune frequency caps and retargeting depth.
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Required Datapoints to calculate the metric
- Baseline Brand Recall % (Control Group)
- Brand Recall % Among Exposed Group (Post-Video)
- Survey Sample Segmentation (e.g., ICP, geography, campaign theme)
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Example to show how the metric is derived
- Control group recall: 20%
- Exposed group recall: 34%
- Formula: 34% − 20% = 14% Post-Video Brand Recall Lift
Formula¶
Formula
Data Model Definition¶
How this KPI is structured in Cube.js, including its key measures, dimensions, and calculation logic for consistent reporting.
cube('BrandRecallLift', {
sql: `SELECT * FROM brand_recall_data`,
measures: {
baselineBrandRecall: {
sql: `baseline_brand_recall_percentage`,
type: 'number',
title: 'Baseline Brand Recall %',
description: 'Percentage of brand recall in the control group before video exposure.'
},
postVideoBrandRecall: {
sql: `post_video_brand_recall_percentage`,
type: 'number',
title: 'Post-Video Brand Recall %',
description: 'Percentage of brand recall among the exposed group after video exposure.'
},
brandRecallLift: {
sql: `post_video_brand_recall_percentage - baseline_brand_recall_percentage`,
type: 'number',
title: 'Brand Recall Lift',
description: 'The increase in brand recall percentage after video exposure compared to the baseline.'
}
},
dimensions: {
id: {
sql: `id`,
type: 'string',
primaryKey: true,
title: 'ID',
description: 'Unique identifier for each survey response.'
},
surveySampleSegmentation: {
sql: `survey_sample_segmentation`,
type: 'string',
title: 'Survey Sample Segmentation',
description: 'Segmentation of the survey sample, such as ICP, geography, or campaign theme.'
},
surveyDate: {
sql: `survey_date`,
type: 'time',
title: 'Survey Date',
description: 'The date when the survey was conducted.'
}
}
});
Note: This is a reference implementation and should be used as a starting point. You’ll need to adapt it to match your own data model and schema
Positive & Negative Influences¶
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Negative influences
Factors that drive the metric in an undesirable direction, often signaling risk or decline.
- Poor Video Creative Quality: Low-quality or unmemorable video content fails to capture viewer attention, leading to decreased brand recall as the content does not leave a lasting impression.
- Generic Messaging: Ads with generic messaging that do not specifically target the ICP result in lower brand recall as they fail to resonate with the audience's specific needs and interests.
- Overexposure: Excessive frequency of ad exposure can lead to viewer fatigue and annoyance, reducing brand recall as viewers become desensitized to the message.
- Inappropriate Channel Selection: Using channels that do not align with the target audience's preferences can lead to reduced brand recall as the message may not reach or engage the intended viewers effectively.
- Low Engagement Metrics: Low levels of audience engagement, such as minimal likes, shares, or comments, suggest that the content is not resonating, which can negatively impact brand recall.
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Positive influences
Factors that push the metric in a favorable direction, supporting growth or improvement.
- Video Creative Quality and Memorability: High-quality, memorable video content with engaging stories, humor, or emotion significantly enhances brand recall by making the content more relatable and memorable to viewers.
- Message Relevance to ICP: Targeted messaging that addresses the specific pain points and interests of the Ideal Customer Profile (ICP) increases brand recall by resonating more deeply with the audience.
- Optimal Channel Strategy: Utilizing the right channels that align with the target audience's media consumption habits can improve brand recall by ensuring the message reaches the right people at the right time.
- Balanced Frequency Strategy: A well-balanced frequency strategy that avoids overexposure while maintaining sufficient touchpoints enhances brand recall by keeping the brand top-of-mind without causing viewer fatigue.
- Engagement Metrics: Higher engagement metrics such as likes, shares, and comments indicate that the content is resonating with the audience, which can lead to improved brand recall.
Involved Roles & Activities¶
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Involved Roles
These roles are typically responsible for implementing or monitoring this KPI:
Brand & Communications
Product Marketing (PMM)
Insights Manager -
Activities
Common initiatives or actions associated with this KPI:
Campaign Measurement
Brand Lift Studies
Creative Testing
Audience Panel Surveys
Funnel Stage & Type¶
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AAARRR Funnel Stage
This KPI is associated with the following stages in the AAARRR (Pirate Metrics) funnel:
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Type
This KPI is classified as a Lagging Indicator. It reflects the results of past actions or behaviors and is used to validate performance or assess the impact of previous strategies.
Supporting Leading & Lagging Metrics¶
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Leading
These leading indicators influence this KPI and act as early signals that forecast future changes in this KPI.
- Brand Awareness: Brand Awareness is a primary predictor of Post-Video Brand Recall Lift, as strong brand familiarity before exposure increases the likelihood that viewers will remember the brand after watching the video. Measuring baseline awareness helps forecast the potential lift achievable by a video campaign.
- Content Engagement: High engagement with the video content (e.g., likes, comments, view duration) signals that viewers are paying attention and emotionally responding, which strongly influences subsequent brand recall. Early spikes in engagement can forecast higher recall lift.
- Page Views: The number of page views, especially on landing pages linked to the video or campaign, acts as a proxy for reach and exposure, which are prerequisites for measurable brand recall uplift. High page views suggest broader campaign impact.
- Engagement Rate: Engagement Rate on the video or related campaign assets indicates how effectively the content captures viewer interest and attention—key factors in memory encoding and recall. Higher engagement rates typically precede stronger brand recall lift.
- Unique Visitors: Unique Visitors to the campaign or video landing page provide a sense of the breadth of exposure. More unique visitors increase the population able to experience recall lift, setting the foundation for brand impact measurement.
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Lagging
These lagging indicators confirm, quantify, or amplify this KPI and help explain the broader business impact on this KPI after the fact.
- Branded Search Volume: Increases in branded search volume after a video campaign suggest improved brand recall among viewers, as more people actively look up the brand. This metric confirms and amplifies the observed lift, linking recall to intent.
- Brand Awareness Lift: Measures the overall increase in brand awareness due to the campaign and directly correlates with recall lift, helping to quantify how much the video contributed to broader brand recognition.
- Sales Call Brand Mention Rate: Tracks how often prospects mention the brand in sales calls after the campaign. More frequent mentions signal improved top-of-mind awareness driven by video recall, confirming downstream impact.
- Brand Recall Score in ICP Surveys: Directly validates Post-Video Brand Recall Lift by measuring recall within targeted buyer cohorts. High scores in these surveys reinforce and detail the effectiveness of the video campaign.
- Social Shares: A high number of social shares of the video or related content indicates viewer resonance and advocacy, which both reflect and reinforce elevated brand recall following campaign exposure.