This kind of thinking is new to me, so I have watched this video (https://www.youtube.com/watch?v=IjS9eTpmhgk) It explains the idea of how do you actually know if what you're marketing is doing is just.. making stuff, or if what you're making is getting you impressions but not building the kind of community which will benefit you. The video explains it much better, however in short: Lets say that you're success rate in 1 in 2 phone calls for you to sell your product, how many leads do you need for a phone call? The important metrics for you to measure there is going to be your incoming leads, and then how many actually closed out a deal.

Which metrics are we tracking?

From briefly reading a couple articles, it seems very important that they see a real person. It goes on to talk a bunch of fancy shit, to summarise. Human brain is monkey brain, which trusts and engages more when it sees other monkey. It also does give a chance to demonstrate your own expertise. I think this would tie in well with that conversation we had about customers seeking confirmation. If you go down the path of voice over, it will let you convey what you want them to see in that video easier.