There’s no query that 2020 was the 12 months of video and we’ve received video benchmarks to show it. Some organizations have been properly on their approach to embracing a digital-first strategy to enterprise earlier than the pandemic, whereas others have been pressured to take action out of necessity.
The transfer to digital-first work has translated to a digital-first strategy in the best way we join with prospects, prospects, and one another. Whether or not it’s by dwell Zoom calls, digital occasion experiences, or asynchronous video messaging—the usage of video exploded in 2020.
With the place we see the developments taking us, that trajectory isn’t anticipated to decelerate. We’ve made the transition, and with that, our prospects’ and staff’ expectations and preferences have modified without end. To any extent further, we’ll be utilizing video to attach, educate, and create trusted relationships when it issues greater than ever.
Listed below are the important thing shifts we’ve seen supported by our benchmark findings for 2021:
- Utilizing video for gross sales has gone from “discover” to “make investments”
- Everyone seems to be changing into a creator—now not are we depending on large manufacturing budgets and groups
- The proliferation of user-generated ‘record-and-share’ movies throughout the whole enterprise is the brand new norm
As the usage of video will increase, it’s necessary to have benchmarks to information finest practices, determine alternatives, and consider success. That’s why we created the fourth annual Video in Enterprise Benchmark Report, which analyzes enterprise’ use of video to assist gross sales, advertising, and communication efforts.
So let’s dive in on this 12 months’s benchmarks so you may see the way you stack up, and in flip, stand out.
- 1. Video Benchmarks for Creation and Publishing
- 1.1 The Variety of Consumer-Generated vs. Produced Movies
- 1.1.1 Complete Consumer-Generated vs. Produced Movies
- 1.2 Consumer-Generated Video Traits by Month
- 1.2.1 Consumer-Generated Movies Created Per Month
- 1.3 Video Creation Traits by Business
- 1.3.1 Common Variety of All Movies Per Firm by Business
- 1.4 Consumer-Generated Video Creation Traits by Business
- 1.4.1 Common Variety of Consumer-Generated Movies Created Per Firm By Business
- 1.5 Produced Video Traits by Business
- 1.5.1 Common Variety of Produced Movies Per Firm by Business
- 1.6 Video Creation Traits by Firm Dimension
- 1.6.1 Common Variety of Consumer-Generated vs. Produced Movies Per Firm by Firm Dimension
- 1.7 Traits in Sources Used for Video Manufacturing
- 1.7.1 Sources Used for Enterprise Video Manufacturing
- 2. Video Benchmarks for Content material
- 2.1 Traits for Completely different Sorts of Enterprise Movies
- 2.1.1 Sorts of Movies Companies Have Already Invested In
- 2.2 Video Distribution Traits
- 2.2.1 Distribution Channels The place Video Content material is Used
- 2.3 Prime Video Distribution Channels Based mostly on Function
- 2.4 Video Benchmarks for Size
- 2.4.1 Video Size Distribution
- 3. Traits in Video Engagement and Retention
- 3.1 Video Benchmarks for Engagement Charges
- 3.1.1 Common Engagement for Completely different Lengths of Video
- 4. Video Analytics Traits
- 4.0.2 Corporations Making Use of Completely different Ranges of Video Analytics
- 5. Find out how to Use Video Benchmarks to Your Benefit
Video Benchmarks for Creation and Publishing
Given the proliferation of video in 2020 with the shift to distant work, it’s no shock that after we have a look at the general variety of movies created final 12 months, we noticed a 135% enhance over our 2019 findings.
New to this 12 months’s evaluation, we’re a breakdown between movies which were recorded utilizing the Vidyard display screen recorder device (known as “user-generated or user-recorded video”) together with these movies which might be uploaded to the Vidyard platform (known as “produced movies”). We went this route to present a extra granular view of kinds of movies being created and to exhibit the rising shift of video creation past the advertising use case, i.e., user-generated video created for gross sales conversations.
The Variety of Consumer-Generated vs. Produced Movies
As extra people throughout organizations develop into creators, it’s no shock that 60% of general movies in 2020 have been user-generated or user-recorded versus the 40% that have been uploaded or produced in additional conventional methods.
Complete Consumer-Generated vs. Produced Movies
Consumer-Generated Video Traits by Month
General, after we have a look at user-generated video development, we noticed a 128% enhance in 2020 over 2019. When the COVID-19 pandemic hit in early 2020, video turned important as a communication device as companies went distant and wanted environment friendly methods to attach with prospects, prospects, and staff.
When wanting on the complete variety of user-generated movies created in 2020, we noticed a 44% enhance from the primary quarter of the 12 months to the second, with a noticeable spike in April. This leap was doubtless a direct results of most organizations going distant and realizing the necessity for asynchronous video as a way of communication—particularly for gross sales reps. They have been now not in a position to meet prospects on-site and wanted an alternate means to speak to maintain enterprise transferring ahead.
We noticed a continued and regular rise all through the remainder of the 12 months, with one other leap within the Fall when many nations and areas went again into lockdown. Slight dips in December aren’t stunning when contemplating seasonality.
Consumer-Generated Movies Created Per Month
Video Creation Traits by Business
Every year, we see a extra various unfold of industries embracing video, together with the usage of an internet video platform to handle each recorded and produced video content material. Video is used throughout numerous industries for a number of completely different functions, together with advertising, gross sales, communications, and assist.
General, the excessive tech, monetary providers, and schooling and public providers industries created extra movies on common in 2020 than in different fields.
Excessive tech has all the time been a number one business for video creation. Nonetheless, this 12 months, two new contenders, monetary providers and schooling and public providers, have seen exponential development—up 129% and 203% respectively over 2019.
Common Variety of All Movies Per Firm by Business
Consumer-Generated Video Creation Traits by Business
Once we break down the whole variety of movies created by business, we’re in a position to verify some further insights about which industries are recording video versus that are producing or importing video content material.
Using one-to-one video for gross sales conversations elevated by 93% in 2020. This implies it’s no shock that the amount of user-generated video created by corporations in these industries aligns with the truth that many made the transfer to digital-first work environments. There’s a rising necessity for gross sales groups to go digital and for organizations to leverage asynchronous video as a way for inside communications.
Excessive tech nonetheless leads the cost, with a median of 339 user-generated movies per firm in 2020. Operating very shut behind is monetary, skilled providers, and media, which is smart on condition that many corporations in these industries made the transfer to digital-first work in 2020.
Common Variety of Consumer-Generated Movies Created Per Firm By Business
Produced Video Traits by Business
Once we have a look at uploaded or produced video content material by itself, we see a little bit of a stunning distinction: retail and shopper items simply barely out-published excessive tech. That is logical given the shift to frictionless on-line shopping for experiences within the B2C house, the place extra shoppers wish to do analysis and buy on-line. Product, FAQs, and promo movies all align as a approach to dynamically educate shopping for audiences on-line.
Common Variety of Produced Movies Per Firm by Business
Video Creation Traits by Firm Dimension
Unsurprisingly, corporations with a bigger variety of staff are inclined to create extra movies. The biggest enterprises (those that have greater than 5,000 staff) created on common greater than 1,300 movies all year long, which is up 149% over our 2019 findings.
General video creation elevated considerably throughout the board in 2020 (up 135% over 2019). However after we have a look at the distribution of these organizations within the 0-200 and 200-5,000 vary, we don’t see as many variations in manufacturing charges as in years previous. The extra even distribution amongst these firm sizes is smart within the context of our different benchmarks, which have discovered that extra customers (exterior of simply videographers and producers) are creating video content material.
Once we have a look at variations in user-generated vs. produced video by firm dimension, bigger enterprises nonetheless create essentially the most user-generated content material. Nevertheless, after we break down what share of video content material is user-generated vs. produced, we see smaller organizations are creating user-generated content material at a a lot greater fee.
Roughly 75% of video content material created by corporations underneath 200 staff is user-generated, whereas solely 45% of the video content material created by organizations with greater than 600 staff user-generated.
Contemplating the associated fee and carry required to document a user-generated video is negligible, the entry barrier is far decrease if not free. And as such, organizations of any dimension can make the most of this format, and plenty of smaller organizations are doing simply that.
Common Variety of Consumer-Generated vs. Produced Movies Per Firm by Firm Dimension
Traits in Sources Used for Video Manufacturing
The overwhelming majority of manufacturers are sustaining or growing their video content material manufacturing budgets. However in the case of how movies are produced, do corporations work in-house or look to outsource?
Not surprisingly, as firm dimension will increase, so does the usage of exterior sources for video content material creation. Most small and medium corporations use solely inside sources to supply their video content material, whereas massive enterprises are extra evenly cut up between inside, exterior, or a mix of each.
For smaller organizations, investments in inside sources have grown by as much as 19% over our 2019 findings, with a decreased concentrate on exterior sources or a mix of them. Mid-sized corporations seem like investing extra in both solely inside sources (57%) or solely exterior sources (33%), with a de-emphasis on a mix of sources (down 64% over 2019 findings).
The rise in corporations both going in-house or exterior means that extra companies are investing in hiring staff to create video content material or in any other case aligned with the developments we’re seeing in user-generated content material development.
Sources Used for Enterprise Video Manufacturing
Video Benchmarks for Content material
Now that we’ve had an opportunity to dig into the developments and benchmarks round video creation, let’s go slightly additional and have a look at video content material together with the preferred kinds of enterprise video, distribution developments, and knowledge round video size.
Traits for Completely different Sorts of Enterprise Movies
The commonest kinds of business-created movies are product demos, adopted by how-to’s, explainers, and webinars. The recognition of how-to movies specifically has seen a 50% enhance over 2019 outcomes.
The elevated use of those instructional kind movies aligns with the bigger shift towards self-serve shopping for experiences. For a lot of B2B consumers, they’ve already made a buying choice earlier than they ever speak to gross sales—so the extra self-serve instructional content material that consumers can uncover, the extra knowledgeable they’ll be.
One of the crucial notable callouts is the exponential development we’ve seen in the usage of one-to-one video. That is commonest for salespeople as a way to speak with prospects and prospects, but it surely’s additionally changing into a crucial inside communications device as properly. The proportion of corporations who’re investing in one-to-one video grew from 7% in 2019 to 40% in 2020, representing a 471% enhance year-over-year.
Sorts of Movies Companies Have Already Invested In
Video Distribution Traits
In terms of digital, video is an extremely highly effective content material format that can be utilized throughout quite a lot of channels. We hear 12 months after 12 months how properly video converts in comparison with different content material mediums—in 2020, 94% reported that video transformed the identical or higher than some other content material kind.
The most well-liked B2B distribution channels for the 12 months are social media, web sites, and YouTube.
Whereas the variety of companies utilizing video throughout these channels 12 months over 12 months stays regular, one channel that has grown exponentially is utilizing video for gross sales and buyer conversations, which elevated by 93% over 2019 findings.
Inner communications as a channel to distribute video content material additionally noticed a 27% enhance over our earlier 12 months’s examine. It’s not stunning given what number of organizations have moved digital-first. They now have to rely extra closely on video for inside communication to stay linked and disperse data throughout the distant group.
Distribution Channels The place Video Content material is Used
Prime Video Distribution Channels Based mostly on Function
As anticipated, the areas the place video is distributed can differ based mostly on its position inside a corporation. When wanting on the high three video distribution channels by position, the frequent thread between advertising, gross sales, and customer support are social media. With over half the world now on social media, it is smart that each one roles inside a corporation share social media as the highest distribution channel.
Video Benchmarks for Size
The common size throughout all movies in 2020 was 6.06 minutes—which is up from the 4-minute common of our earlier 12 months’s examine. This enhance represents the primary 12 months for the reason that launch of this report in 2016 that the typical video size elevated in comparison with the earlier 12 months.
Nearly all of all movies (60%) are lower than two minutes in size, which is smart given the proliferation of user-generated video for gross sales conversations.
Video content material falling within the two-to-10-minute vary is definitely up in comparison with our final examine. Once more, it’s leaning on the development of frictionless, self-serve shopping for experiences to supply instructional content material to potential prospects upfront. These movies may be longer than conventional gross sales, explainer, or social media video content material.
The variety of movies falling into the 10-to-20-minute vary remained in-line with our 2019 findings. Nevertheless, we noticed a 66% enhance within the variety of movies over 20 minutes in size. With the cancellation of many in-person occasions all through 2020 and the meteoric rise of the digital occasion, this shift aligns with the notion that extra corporations are creating longer-form instructional video content material like seminars, workshops, and webinars.
Video Size Distribution
Traits in Video Engagement and Retention
Not each viewer who clicks play makes it to the tip of the video. And whereas some drop-off is completely regular (be trustworthy, you don’t end each video you watch both), a video’s common retention fee can inform you numerous about how properly it’s resonating together with your audience.
If the vast majority of your viewers solely make it midway by your video however an important message is three-quarters of the best way in, then they’re lacking the purpose fully. This sort of perception into viewer conduct offers you the chance to guage your content material and ensure your most necessary message is loaded up entrance.
Based on our annual buyer survey, including CTAs to video content material is without doubt one of the high characteristic priorities for each gross sales and entrepreneurs. So having an understanding of viewer drop-off additionally offers you intel on when you need to add in-video CTAs to try to push your viewer to the following step earlier than shedding them.
Video Benchmarks for Engagement Charges
However in the case of drop-off, how a lot is regular? No matter size, a median of 45% of viewers made all of it the best way to the tip of a video in 2020—lower than the 52% who did the identical in 2019.
Nevertheless, the period of time folks spend participating with a video additionally relies upon quite a bit on the kind of video and the way lengthy it’s. Simply over half (58%) of viewers watch a business-related video all through if it’s lower than 60 seconds, however solely 24% will end a video if it’s longer than 20 minutes.
For those who’re producing longer-form content material over 20 minutes (like on-demand webinars) think about how some easy post-production edits may make a giant distinction to your engagement. Reducing housekeeping on the high of the session and Q&A from the underside are two easy methods. You possibly can go additional by trimming to cowl simply the principle speaking factors or takeaways. Getting that session underneath 20 minutes may internet you over 40% extra viewers retention.
Shorter movies (like these within the one-to-two-minute vary) are often extra top-of-funnel and don’t are inclined to include as a lot data. Ideally, gross sales prospecting movies or fast promos ought to keep underneath 90 seconds to maintain your viewers’s consideration. And look to construct out educational-based content material to hit these longer-form center buckets as properly.
Common Engagement for Completely different Lengths of Video
Video Analytics Traits
The highest problem recognized by companies of all sizes is measuring video affect. As such, video analytics is changing into more and more necessary to assist companies observe the effectiveness of their video content material. Analytics helps present the context wanted to know what’s working and what isn’t, what adjustments may be made to enhance metrics like engagement or conversions, and what return on funding (ROI) the group is getting from video.
In 2020, 73% of corporations reported that they’re utilizing some type of video analytics. However the 27% that aren’t ought to rethink that technique.
65% of entrepreneurs and almost 90% of gross sales professionals report the significance of accessing video viewing knowledge to qualify leads, interact prospects, or affect offers. Those who use intermediate or superior analytics usually provided by enterprise video platforms are more likely to report the return they’re getting from video is enhancing.
Corporations Making Use of Completely different Ranges of Video Analytics
Find out how to Use Video Benchmarks to Your Benefit
As you’ve seen all through these findings, video creation and distribution are rising, and we don’t see issues slowing down anytime quickly. Our prospects and staff now have expectations that contain a digital-first world, with the power to have video conferences and conferences, much less journey, and faster, extra customized responses.
To any extent further, we’ll be utilizing video to attach, educate, and create trusted relationships when it issues greater than ever.
Please make the most of the crucial shifts we’ve seen supported by our benchmark findings for 2021 by embracing the developments and making an attempt them out for your self. Obtain the complete report to review these benchmarks additional or share together with your staff.