You know that video is an essential part of your overall content marketing strategy. Vidyard’s 2018 Business Video Benchmark Report In-depth look at how the business sector uses video in sales and marketing.
The study represents more than 600 businesses and over a quarter of a million videos analyzed over a one-year period. The findings do not include organizations that monetize video content or produce it as a primary goal of their company.
Here are 6 key things you must know about videos, straight from Vidyard’s benchmark report .
Table of Contents
1. Most people use desktop browsers to watch business videos
Although mobile video viewership is on the rise, Vidyard’s report reveals that desktop views still dominate over mobile native video views. .
Specifically, 89 percent of business-related videos are viewed on desktop computers, with only 11 percent of them seen on mobile devices.
Why is it important: Platforms like Instagram’s IGTV cater to people who want to watch videos on their phones, and brands are really taking advantage of this relatively new platform. However, this statistic proves how important it is to make sure your marketing team isn’t focusing too much on user mobile video.
You may even want to take advantage of this result by creating videos that are especially impressive when viewed on larger desktop screens, or videos that have small details that viewers may not notice – or at least fully appreciate – on the smaller screen.
2. B2B viewers are more likely to see your content on weekdays, not weekends
Considering you’re looking at a report that includes business videos and many people get the weekend off, it’s perhaps unsurprising that only seven percent of views happen on Sundays and viewership is just over one percent. percent on Saturdays. In contrast, 18 percent of views happen on a Tuesday, Wednesday, or Thursday.
Why is it so important: You might assume that since people generally have more free time on weekends than during the week, they would use that time to watch your videos, but this research contradicts that view.
If you have a team of marketers working on video content over the weekend, it’s not ideal for them to post material during that time. Instead, they should make sure the videos are ready to play no later than Thursday for optimal viewership.
3. Companies are posting more videos than last year
Looking at all the organizations represented in Vidyard’s dataset shows that the average number of videos published by one organization is 377 – equating to more than one per day over the course of a year. Notably, the average amount calculated last year was just 293, indicating a significant development.
Why is it so important: The increase could mean companies are choosing to experiment more when creating video content. While they may have traditionally delivered text-based content in the past, they may recognize that video has verifiable value in some cases.
However, if it looks like your organization is falling behind in the amount of video it produces, don’t despair. Vidyard’s survey found that more than a quarter of respondents – 26 percent – publish between 10 and 49 videos annually.
Also, the published videos mentioned in this survey are rarely high-value production videos – just any type of video content that a company released during the data recording period. Whether.
4. Company revenue is not a barrier to Publish Frequency
The Video section of the Business Benchmark Report examined how much of a company’s annual revenue determines how many videos they publish each month. It’s no surprise that organizations with more than $1 billion in annual revenue release the most each month — or 30 videos on average.
What you might not expect, however, is that companies at the bottom end of the spectrum, or those that report less than $5 million in annual sales, publish a single video for less than that.
Why is that Problem: Some smaller companies may feel that a lack of revenue is an unnecessary obstacle to achieving consistent publishing goals. However, research shows that’s not the case as the smallest companies publish only one video less than those with the most significant revenue.
If you’re part of a company where budget is a concern, consider creating a mix of videos that have higher and lower production costs, so you can continue to use compelling video content to keep your audience engaged. advertise your brand without spending too much money.
5. Companies that mainly create videos related to products
Now that you know some companies that produce dozens of videos per month, you might be curious about the most popular. Vidyard found that businesses most often create videos about their products – such content constitutes 63 percent of total video investment spending.
Why is it important: This finding indicates that companies find video content helpful to help customers better understand the products they offer. It should also be pointed out that the second and third most popular video types are demonstration and explainer videos, respectively.
Many people find it easier to grasp the value of something if they can see it in action on a screen rather than just staring at drawn diagrams or reading written instructions. If you’re trying to market a product that has out-of-the-box features or requires a specific user-facilitated process to function properly, videos can help you highlight that product. This method will promote customer satisfaction by reducing the rate of confusion from your user base.
Plus, if your company isn’t already using video content as an advertising method and you’re not sure where to start, these statistics recommend looking no further than your products – at least. especially initially. And if people are making product videos, differentiate your organization by creating videos with emotion .
6. Three-quarters of a video is less than two minutes long
Data shows that 75 percent of B2B videos are under two minutes in length. What’s more, 54 percent of the videos reviewed for this study were 60 seconds or less.
Why is it so important: This point shows that marketers are heeding people’s short attention spans and knowing they should be as brief as possible. They also know that individuals expect most videos to be relatively short and want to tailor their content accordingly.
If you’re thinking of making a longer video, consider the pros and cons of creating a shorter one – or perhaps splitting the content into a series of videos you publish over the course of a few weeks.
B2B Videos Keep Growing
The six findings highlight the significant growth and current high adoption rates among businesses using video for sales and marketing. Moreover, the significant changes between this year and last year indicate a rapid adaptation to the needs of users.
If your company hasn’t started with this strategy yet, now is the time. And if you haven’t already, remember Download the Vidyard Business Benchmark Report now .