New findings present the variety of movies shared by companies elevated by 135% year-over-year fueled by user-generated movies inside gross sales groups, Excessive Tech companies, Monetary Companies and Skilled Companies.
KITCHENER, Ontario – April 5, 2021 – Vidyard, the main video platform for companies, has launched its 2021 Video in Enterprise Benchmark Report revealing the most recent developments and benchmarks in video content material creation, user-generated video, viewer engagement and video efficiency in enterprise. By analyzing major information from greater than 750,000 movies revealed by greater than 1,500 companies throughout 2020, the brand new report shares insights on how video is getting used throughout totally different industries, firm sizes, and enterprise roles, and the way the use and effectiveness of video compares to earlier years’ studies.
Findings from the brand new report present that the transfer to a digital-first enterprise world accelerated the usage of video by advertising, gross sales and buyer expertise groups, significantly in industries the place in-person buyer interactions had been beforehand the norm. The variety of movies revealed total greater than doubled in 2020, up 135% from the earlier yr, with a big surge beginning in April when companies started adapting to distant gross sales and digital-first advertising methods. Of observe, Monetary Companies organizations elevated their video output by 129% whereas these in Training elevated by greater than 200% in comparison with the earlier yr.
“In at this time’s distant enterprise world, it’s more durable than ever to attach with prospects and colleagues in methods which can be genuine, private and actually impactful,” stated Tyler Lessard, Chief Video Strategist and VP Advertising and marketing at Vidyard. “The exponential progress within the adoption of each produced video content material and person generated movies displays its rising significance as a solution to educate audiences, share key messages and construct relationships in a digital world.”
Person-Generated Movies Soar in Recognition in Gross sales and Monetary Companies
Whereas the variety of professionally produced movies by companies elevated year-over-year regardless of manufacturing challenges imposed by the pandemic, essentially the most important space of progress got here from the rising adoption of user-generated video (UGV). Mostly created by client-facing gross sales and customer support professionals utilizing webcams or display screen recordings, UGVs represented 60% of all movies shared by companies studied within the report. Whereas customers in Excessive Tech markets created essentially the most UGVs for the second straight yr, customer-facing groups in Monetary Companies, Skilled Companies, Leisure and Training had been shut followers, representing the best year-over-year good points on this space.
“In a world the place you don’t have any selection however to speak digitally, personalization is essential to breaking by way of the muddle. Not simply superficial personalization like including a reputation to an e-mail, however creating one-of-a-kind, significant communication for each buyer that’s actually private and human,” stated Eric Hansen, SVP of Model and Digital Advertising and marketing at Advisor Group, one of many largest networks of impartial wealth administration companies in the USA.
“As a substitute of our typical prolonged text-based emails, our gross sales groups started utilizing Vidyard to ship customized 30-second movies to their purchasers and prospects,” added Hansen. “As quickly as we began utilizing these brief movies, our engagement and response charges elevated by greater than 400%, proving how impactful person generated movies will be.”
Key Findings from the 2021 Report
A number of the key findings and year-over-year developments from the 2021 Video-in-Enterprise Benchmark Report embody:
- Complete variety of movies revealed elevated by 135% year-over-year
- 40% of all movies revealed had been produced/uploaded whereas 60% had been user-generated
- Companies in Excessive Tech had been essentially the most prolific video creators for the fourth consecutive yr, averaging 583 new movies per enterprise over the 12-month interval
- The best year-over-year acceleration in the usage of video got here from Monetary Companies (129% improve) and Training (209% improve)
- High industries for the creation of user-generated content material had been Excessive Tech, Monetary Companies, Skilled Companies, Leisure and Training
- 75% of movies created by firms with lower than 200 staff had been user-generated, whereas solely 45% of the movies created inside organizations with larger than 600 staff had been user-generated
- The common size of all movies analyzed was roughly 6 minutes, representing a 50% improve in common size from the earlier yr
Lengthy-Type Video Returns to the Highlight
The common size of all movies analyzed elevated by roughly 50% year-over-year, from 4 minutes in 2019 to six minutes in 2020. This represents the primary yr because the launch of this report in 2016 that the common video size elevated in comparison with the earlier yr. Whereas 60.3% of all movies revealed in 2020 had been lower than 2 minutes in size (in comparison with 74% in 2019), 10.5% had been greater than 20 minutes, a big leap from simply 6% the earlier yr. This improve within the quantity of long-form video content material could also be the results of a rising variety of on-demand webinars and presentation recordings in response to the shift to distant work and on-line occasions.
For extra insights on video developments and to dive deeper into the information, please obtain the whole 2021 Video in Enterprise Benchmark Report or confer with the extra sources under.
Vidyard helps companies and professionals join with their audiences in an entire new manner by way of participating, customized, and measurable video experiences. Via its world video internet hosting and analytics platform, Vidyard empowers companies like LinkedIn, Zycus, League, Stanley Black & Decker, and others to remodel their strategy to advertising, gross sales, and company communications. Vidyard helps any enterprise skilled create and share customized movies to ship their message in a extra private and impactful manner by way of its free and professional instruments. 1000’s of companies and thousands and thousands of individuals all over the world depend on Vidyard for his or her video wants. Join Vidyard without spending a dime at https://www.vidyard.com/free.
Joshua Swarz, Huge Valley Advertising and marketing for Vidyard