Findings present that companies are producing extra movies than ever, common video size is down 33% whereas common viewer retention fee is up 13%, and extra companies are augmenting their video methods with in-house content material creation and superior video analytics
KITCHENER, Ontario – June 18, 2019 – Vidyard, the main video platform for companies, has launched its third annual Video in Business Benchmark Report revealing the most recent tendencies and benchmarks in video content material creation, publishing, viewer engagement, and analytics by business-to-business (B2B) organizations. By analyzing first-party knowledge from greater than 324,000 movies printed over a 12-month interval, Vidyard uncovers important insights on how companies are utilizing on-line video content material to assist their advertising, gross sales and buyer expertise packages.
Findings from the brand new report present that the typical size of movies is trending shorter and shorter whereas audiences are opting to have interaction in movies longer. Organizations in high-tech, skilled companies and media, leisure and communications are most prolific with video whereas companies with greater than 5,000 staff and fewer than 200 staff paved the way in video publishing. The most up-to-date yr additionally confirmed a sizeable improve in the variety of firms shifting towards utilizing a mixture of inside and exterior video manufacturing sources to satisfy the shifting expectations of patrons, and the variety of firms utilizing intermediate or superior video analytics has considerably elevated.
TL;DR– Your Key Takeaways from the 2019 Video in Business Benchmark Report
- Average enterprise video size is trending shorter year-over-year: In 2018, the typical size was Four.07 minutes lengthy, 33% shorter than 2017’s 6.07 minutes.
Business audiences are staying tuned longer: 52% of viewers watched right through to the top of the video throughout all viewing periods. This is up from 46% who would do the identical in 2017. 68% of viewers watch a video to the top if it’s lower than 60 seconds.
- Mid-week is the most well-liked time for enterprise video views, with Thursday seeing essentially the most views total. Viewing peaks in the morning, whatever the day of the week, usually between 9 and 11 a.m. PST (12 to 2 p.m. EST).
- Desktop viewing nonetheless dominant for enterprise video engagement: The majority of video views nonetheless happen on desktop (87%), however cell views proceed to extend. This yr, 13% of enterprise video views occurred on cell, a small improve from the earlier yr’s 11%.
- Smaller firms speed up video content material creation: Businesses with 31-200 staff printed a staggering 510 new movies on common in 2018, second solely to giant companies with greater than 5,000 staff. More small and medium-sized firms reported utilizing each inside and exterior video manufacturing sources to assist them scale video creation whereas additionally producing greater high quality content material. 52% are utilizing each vs. 37% in 2017.
- Video analytics see elevated adoption in enterprise: In 2018, 85% of firms reported utilizing some type of video analytics. The use of intermediate or superior video analytics has elevated considerably, by 19% over the earlier yr.
According to The Forrester Tech Tide™: Video Technologies For Customer And Employee Experience, Q1 2019, firms use video to have interaction their staff, serve their prospects, and entice their prospects. Video conveys feelings and knowledge, not like another medium. The report goes on to notice that monetary companies firms lower assist time with video and that enterprises allow quicker and more practical collaboration with video. More than simply an leisure medium, video powers a enterprise’ means to encourage, collaborate and talk.
Video Creation and Publishing: Your Size Doesn’t Matter
Many industries are counting on video content material to energy advertising, gross sales, communications, and assist. On common, the report discovered that the excessive tech, skilled companies, and media, leisure and communications industries created extra movies than different fields. Types of movies vary from promotional content material to instructional movies to content material for gross sales enablement.
Unsurprisingly, firms with extra staff produce extra movies on common. The largest enterprises (5,000 staff or higher) created a mean of 538 movies all year long. However, these organizations are carefully adopted by the other discovering: smaller companies with between 31 and 200 staff who produced a mean of 510 movies, suggesting that they’re taking a scrappier strategy to their video manufacturing technique, and see video as an essential approach to compete with bigger companies.
Resourcing Your Team: Production of Video Content
More firms are hiring staff to create video content material or serving to their present employees get expert up in video manufacturing. This yr, there was a rise in small and medium-sized firms shifting in direction of utilizing a mixture of inside and exterior sources for video manufacturing than the earlier yr (52% utilizing each, versus 37% in 2017). Meanwhile, enterprise organizations are relying extra on their staff to create video content material, with 38% of that content material being produced internally, and one other 38% utilizing a mixture of inside sources alongside businesses, contract staff, and freelancers.
When it Comes to Video Length, Shorter is Better. Or is it?
In 2018, the typical video size was Four.07 minutes lengthy, 33% shorter than 2017’s 6.07 minutes. This pattern continues again to 2016 when the typical size was 13.14 minutes! This might recommend that companies are recognizing that shorter movies assist to maximise engagement, or maybe it’s a mirrored image of the kinds of content material they’re now producing.
When it involves viewer engagement, unsurprisingly, movies which might be lower than 60 seconds have the best completion fee. However, movies which might be between 2-Four minutes had a better completion fee than movies which might be between 1-2 minutes in size, suggesting that longer-form movies meant to teach patrons can nonetheless command consideration!
The commonest kinds of movies are webinars, demos, and social media movies. Explainer movies, product movies, and buyer movies are additionally common codecs. More than ever, companies are utilizing video all through the client journey. They acknowledge the facility of video to clarify to potential prospects what they do, what they provide, and the way it helps them. The recognition of webinars means that there’s additionally a thirst amongst manufacturers’ audiences for longer-form instructional content material.
Video Publishing and Promotion: Your Times and Dates Matter For Maximum Engagement
Business-created video content material is seen extra mid-week, and weekdays proceed to be extra common than weekends. Audiences watched extra enterprise video content material Thursdays than another day of the week (22%). In shut succession, Wednesday (18%) and Tuesday (17%), with Monday and Friday tied at 15%. Saturday and Sunday path behind considerably, holding solely 7% and 6% of viewers respectively. Video views peak between 9 and 11 a.m. PST (12 to 2 p.m. EST) on weekdays.
Video Analytics: Understanding Your Video Performance and Impact
Video analytics assist firms higher perceive the efficiency of their video content material, past simply view counts. As firms produce increasingly video content material, it’s essential for them to grasp who’s consuming it and the way it’s impacting income, moderately than simply what number of views every video obtained. In 2018, 85% of firms reported that they’re utilizing some type of video analytics. More organizations than ever earlier than (43%) are profiting from the insights obtainable by intermediate and superior video analytics—a 19% improve over the earlier yr.
The 2019 Video in Business Benchmark Report was created and produced by Vidyard. These findings are based mostly on the evaluation of first-party knowledge collected from greater than 324,000 movies printed by Vidyard prospects over a 12-month interval, from January 1, 2018 to December 31, 2018. It additionally contains anonymized mixture viewership and engagement knowledge from all video streams throughout that interval. The outcomes have additionally been in comparison with constant knowledge units from the earlier yr’s benchmark report to supply perception into year-over-year tendencies. No private data of viewers was used in compiling the Report.
To view Vidyard’s full 2019 Video in Business Benchmark Report, go to https://www.vidyard.com/business-video-benchmarks.
Vidyard is the video platform for enterprise that helps organizations drive extra income by the usage of on-line video. Going past video internet hosting and administration, Vidyard helps companies drive higher engagement in their video content material, observe the viewing actions of every particular person viewer, and switch these views into motion. Global leaders reminiscent of Honeywell, LinkedIn, Citibank and Sharp depend on Vidyard to energy their video content material methods and switch viewers into prospects.
Sandy Pell, Head of Corporate Communications, Vidyard
TL;DR– Your Key Takeaways from the 2019 Video in Business Benchmark Report